Why Are Businesses In T&T Still Using Web1.0?

There is ample evidence to confirm the hypothesis that business owners in Trinidad and Tobago do not fully appreciate how the internet can affect their bottom lines.

The major internet service provider in Trinidad, TSTT, has done extensive research to determine exactly who is online but...

Let's not rely on statistic because it only tells one side of the story. You should be aware, however, that according to TSTT research there are approximately 224,000 people in this country connected to available internet service providers. In a population of approximately 1.3 million people that represents just under a third of the population. What are the implications?

It can be deduced that the online market is large enough to include clients for any business. The fact that almost one third of their potential local customers are connected to the internet is enough reason for every business to pay attention to what's happening online.

It's an unwise business decision to ignore this balloning online segment of the population. In fact, right now we know that online connections are increasing exponentially. in a few years, with the reducing cost of access to ISPs, the number of Trinbagonians online may increase even faster and in greater numbers than what has been forecasted. Doesn’t it make sense that businesses begin the process now?

Here is the thing. Unlike the general population, most businesses are connected to the internet, most not all. The problem is that the majority is still using Web1.0 strategies. That is, local businesses primarily use the internet for sending and receiving emails.

In addition, most of the existing websites, the exception being entertainment sites, are not interactive and not developed to convert visitors to paying customers. The more astute local online businesses drive traffic to their sites with the primary goal of generating revenue from advertisers.

Only a small handful has any definable online business model.

The next time you read the Trinidad Express, Guardian or Newsday scan the advertisements and see for yourself the number of ads with web site addresses. You will find quite a few with email addresses which tell you that the company or business owner is connected to the internet but does not have a web site.

The majority, however, even with full page ads, have no email or web address.

Also take a look at the business cards in your pocket or pocket book. How many of them have a web site or email address? I would guess very few.

So why would a business want a website? If the value is not apparent, it becomes a non-issue. If newspaper ads are getting business new customers; why worry about the internet? The answer is leverage. Consider this…

1. If you purchase a classified ad the newspaper charges you for every letter and they tell you what you can and cannot say. In other words they censor your ads. With a website you can add pages, hundreds or thousands of them at no additional cost other than what the designer charges per page.

2. For the price of a full page newspapers display ad or a one minute TV ad with a low frequency, you can have a full year of your company's information displayed online. The cost, your domain name and hosting, less than $100 USD. Your only challenge is getting people to visit the site.

3. The internet allows you to track everything that happens on your site. Every detail that is too combersome to track on any other mediums is trackable online. You can easily find out how many people visited your site, how long they stayed and what they are actually interested in. Impossible with any other advertising media source.

Essentially what is being suggested is NOT that businesses stop advertising on the other media but to leverage each ad so that they maximize the benefits. It will not cost one penny more to add your web site address or email address to an ad.

People who are connected and really interested will find you on the web and be more inclined to visit your business. The internet is just one tool in your arsenal and although it must be employed wisely; it cannot be your only strategy.

There is still a large segment of the population whose only connection to a business is either physical or phone but as we can see that is rapidly changing. So continue to place ads but leverage each. And while we are on the subject of ads, please ensure that every ad you place is a direct response ad, anything else is just a waste of your advertising budget.

Your choice as a business owner is to wait for the evolution of the internet to sweep you online or make the decision that you will be there when it reaches critical mass. As with everything else, there is a learning curve, the sooner you start the more experience you will have online and the more you will know. Find out how simple it is to do. Get a copy of the Internet Manifesto and be notified when the Trinidad and Tobago Special Report is completed. Go here.


Thank you for reading, comment if you feel so inclined.

What Is Your Web Site's Business Model?

Read This, Then Evaluate Your Site

Last week I promised a post on video marketing, unfortunately that did not work out. Let’s just say that I would not comfortable endorsing it. When I do find one I can endorse I will let you know but in the meanwhile lets continue discussing web sites.

Today’s post is about the second biggest web site pre-build mistake many business owners make after their decision to build a web site. Actually, there are too many web sites without a business model. Its really easy to tell which sites may be making a living online and which site is not.

Business model

According to Wikipedia the online encyclopedia describes it as: the rationale of how an organization creates, delivers, and captures value - economic, social, or other forms of value. The term business model is thus used for a broad range of informal and formal descriptions to represent core aspects of a business, including purpose, offerings, strategies, infrastructure, organizational structures, trading practices, and operational processes and policies.

Wikipedia went on to describe a very simple example of the most basic business model: A shop keeper open his doors in a busy location hangs out a sign and starts doing business. Fast forward to 2010, the shop keeper builds a website and… Wooo there tiger, its not the same. A web site is not a “busy location” but it could be.

Wikipedia goes on to provide examples of online business models. It names quite a few models you can copy from or implement on your site. Offline businesses should focus on “brick and click” or “freebie marketing” models. When thinking of your business, it’s recommended that you do not “think inside the box” if you get this business model thing right the rest becomes… well not easy but better.

Don’t Sell

Offering your products or services for sale does not work on information seeker or casual visitors. They are interested and may even be seriously searching for the solution you provide but not right now. If your site is all about you and how great you are without a mechanism to convert visitors, you should ask this question.

How does my web site help my business generate revenue?

An essential ingredient of your online success is the business model you choose. Every site is different and even sites in the same industry can use different business models. The tendency is for businesses in the same industry to blindly follow the competition hoping to duplicate their success. The “if it works for them it will work for us”; is the mindset that normally proceeds a major investment in advertising.

Unfortunately, online and especially in our local market there are not a multitude of competitive examples to identify. The irony is that many of the existing businesses on line are doing it wrong.

Information Seekers

Let’s face it the only reason people are online is to gather free information. Any attempt to sell must be subtle. A well designed web site (by design I mean copy and web design) must be able to persuade a minimum 2 to 3 percent of visitors to take a predetermined action. Anything above that percentage is gravy. The trick is for your site to attract as many visitors as possible so that that small conversion rate befire your site can become a significant revenue generator.

A Filter

View your site as a huge funnel that you use to process all your visitors. Some will fall into the funnel where you can begin to process them. Even those that enter the funnel are not necessarily sold on your product they want to know more about what you have to offer.

Build Relationships


Your marketing campaign should be designed to build a relationship with the subscriber. Expect the 80/20 rule will be in full effect here, i.e. 80 percent of your web site conversions will not buy anything from you business; period. Here are some questions you need to answer…

Can you define your online business model?

At what point do you convert visitors into prospects then buyers?

What are the steps necessary to get your visitors interested in your product or service?

What happens prior to your prospect to dipping into there wallet?

How can you be sure that the site you put up is working to capacity?

Essentially what you need to do is reverse engineer the process and identify each and every step in the transaction.

By now it should become apparent why your online business model should compliment your online purpose. Your site must have at least one marketing tool to convert visitors into performing a specific action. Without some way of getting a causal visitor back to your site the chances are, like we say in Trinidad, between slim and none.

Take a look at your business site, pretend you are a visitor; what would you do? How can you change it so that most of your visitors raise their hands and say; “Yes, I’m interested, I want more information”.

That’s the first step in the process. Without it you are just drifting aimlessly.

Make a comment or PM me with your questions.

Be well