The internet has been deemed as an equalizer that gives small businesses as much marketing power and reach as their larger business counterparts online.

But is this really true?

Can a Mom and Pop operation reap the same level of success by creating a website as a larger business?

The truth is that online, no one knows the size of your business…unless you choose to tell them!

Success online is for small and large businesses alike and is a question of:

1) the nature of the products you are selling

2) the target market - who you want to sell to

3) Special, unique product characteristics

4) the existing management structure of the small business

Let’s get some examples.

Exactly what do you plan on selling? Take this example.A grocer that retails oranges and eggs and flour is probably better off running ads in his local newspaper than expecting to generate sales online….of course there is always the question of ‘unique packaging’ that we will discuss further on! Just the cost of packaging and delivery will make such a service a bit prohibitive since these items are relatively inexpensive.

Considerations when deciding what to sell online include – the shelf life of the product, cost of packaging, availability of the product elsewhere verses the worth of the product. Selling an inexpensive product is practical only if you intend selling hundreds of them or there is no delivery cost attaches!

Of course larger businesses will be able to save if they do bulk shipping and special packaging at wholesale prices but at the end of the day is the additional cost really worth it for even the large business?

Who do you plan on selling to? What are the chances of someone in Africa ordering 4 oranges from Canada or on the other extreme Mr. Y who lives one block away ordering his oranges and waiting three days for delivery when he can just take a five-minute stroll to the grocery store!

However, if Mr. Y one block away can email his month’s shopping list and have it waiting when he gets there, he just might place that order online!

Maybe Mr. Y uses a wheelchair and needs his order delivered or is too busy looking after the two year-old twins! We have defined a niche market!

Consider who needs your products before going full blast ahead.

What makes your product special? Almost any idea can work…you just need to find a unique way of making the product stand out from the crowd (differentiation they call it!)

Are your products exotic...for example, are the oranges that the grocer above sells, exceptionally sweet, the size of a football and last for up to three months un-refrigerated ….you can’t blame the guy in Africa for placing an order then!

Do you offer an exceptionally high level of personalized service ?

Know what unique qualities will make you stand out from other players in the market!

Who manages the business? Suppose the owner of the grocery store is so busy handling his walk in customers that he ignores the online orders.

Well then he needs to hire a web savvy high school student part time!

Don’t get a website unless you plan to devote time to making it work for you or you plan on hiring someone to do it!

Being online requires timely responses, exceptional customer service and the regularly updated product information. These skills are not dependent on business size; they are dependent on smart business management.

You don’t have to be that web literate to succeed online…you just need to have the right people in your corner and the attitude to succeed.

Klinita has been involved in web design and internet marketing for 8 years. She is a Certified Internet Webmaster with a degree in Computer Science and also possesses an MBA. She is marketing director of Creative I.T. Plus (http://www.creativeitplus.com/), an innovative web design company in the sunny Caribbean.