7 Steps to E-Business Launch(Part 1)

Planning to start a new online business? I'm in the process myself, and thought it might be instructive to talk you through the seven steps necessary to launch an e-business. Since we're talking about a launch, we'll begin our countdown with step seven and end with the blast off.
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7. Develop Concept
The first stage in the countdown, of course, is to develop the concept for the new business as clearly as possible. This can take months or come in a furious session at 2:00 am. But it needs to be thorough. I'm convinced that way too many e-businesses start with half-baked concepts and poorly thought out revenue models. I'm going to share the steps in my own new e-business with you, because you'll probably find a number of things that relate to projects you are developing yourself.
The concept forming in my mind was a world-wide Bible study that would reach tens of thousands of people, helping them learn who Jesus is and what is involved in following him, and then actually assisting participants to learn how to develop a consistent and satisfying spiritual life. Is that an e-business? Of course, since it uses an Internet marketing and delivery system. And the steps involved in launching this e-business are similar to the many for-profit ventures I've help launch over the years.
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At the concept stage I needed to refine a number of elements. First, who would be the primary constituency? I decided to make it broad: (1) those with a desire to learn about Jesus and the Christian faith, but who have no prior religious background, (2) those with a new Christian faith, and (3) those with an long-standing Christian faith. With the millennium coming in a few weeks, there's a discernable interest in the person of Jesus. Time Magazine's cover story for December 6, 1999, for example, featured "Jesus At 2000" and made the audacious claim: "It would require much exotic calculation to deny that the single most powerful figure -- not merely in these two millenniums but in all human history -- has been Jesus of Nazareth." Jesus also appears on the December 1999 covers of Reader's Digest and Life Magazine. From a marketing standpoint, this indicates a ready interest in the person of Jesus, and key timing to begin with new millennium.
Each constituency would need a somewhat different marketing and product delivery approach. So part of the concept development stage involved working out exactly how to handle this. Usually I recommend narrowing an e-business focus rather than broadening it, since it's much easier for small players to succeed with a niche approach, than offering a product or service that tries to be all things to all people and ends up very shallow.
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After much back and forth, I came up with this plan: each week send out one e-mail lesson focusing on a single aspect of Jesus' teaching or actions, following sequentially the text of Luke's Gospel. Those interested in a more intensive study are placed in an appropriate ONElist.com e-mail discussion section led by an experienced moderator. My most recent study involved 600 participants from 38 countries. I expect this JesusWalk study to number in the thousands. The model selected is very scalable, the only limiting factor being the number of qualified moderators. I am especially concerned to provide opportunities to learn for those with no present Christian commitment, so I've set up discussion sections exclusively for inquirers, led by moderators especially sensitive to the learning, examining process that often precedes Christian faith.
An HTML version of all the weekly e-mail lessons is available on the website, as well as a variety of learning and study resources. Sign-up takes place on the website also, to make sure that people know what they were signing up for, and understood the parameters and guidelines necessary to make this an enjoyable experience for all.
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Finally, I considered the revenue model. If you've ever worked with non-profit organizations, you know this can be a tough one. Charge for participation? or invite contributions from those who desire to assist this effort? I decided on the latter. This opens participation to the largest number possible. Contributions are received via an online e-commerce set-up or by check. Will the revenue model cover the costs of a commercial listserver service, domain name, and marketing? I have no doubt, based on previous experience, that it will. Will it provide compensation for moderators and writers -- probably not initially.
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