Make sure that your Internet efforts are synchronized with your distribution model and know your limits. Create a pilot program for distribution. A successful example of this is WebVan, an online grocer company that delivers to homes. The company inaugurated its service first in the San Francisco area, starting with one city and selecting an Web-savvy community. Liabilities and Accountabilities Be careful with the quality and content of your Web site.
Companies sometimes resist going online, fearful of giving away good ideas.
However, your company's Web site designers hold the key to what you place on the Web site. One other concern with Web sites is that they are, in essence, a reflection of the company. If a company creates a fabulous Web experience, this can help a company grow. But a poor site can wreck the company's image. David Swanson is technology specialist with Microsoft Corp., based in Foster City, Calif.