The site is just the tip of the iceberg. If you don't ship products in a timely manner, have good customer service, and bill people properly, it doesn't matter how sexy your site it. I know I sound like a football coach, but I think it all comes down to fundamentals. I also think the brand needs to be bigger than the site.
Advertising draws in the customer, brand retains the customer.
The brand has to be based on a substantive business. I think that only the niche markets will be able to support basement operations. You have given the right advice. Karen, I am in marketing of projects. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.