However, a Phoenix employee has to spend one to two days a month coordinating with product managers to determine what new information should go on the site. According to Forrester, the Internet connection is another common source of cost surprises. Companies often outsource the hosting of their site. A smaller hidden expense could be called the price of success. If you think you're doing a modest site and begin getting 50,000 hits a month, maintenance costs will rise.
Marketing can spring another surprise.
On the high end, some companies launch elaborate contests with prizes to tempt visitors to a site. Indeed, Gokorsch, the Rockwell marketing manager, generated a launch kit for the site just as he would for a new product. The spread is tied to the site's content and audience, which determine the kind of media Fontayne needs to target. Above all, treat the site like, say, the newest property in a hotel chain. If it is a site worth visiting, it is a site worth promoting vigorously.