2) Email is downloaded onto employee. s individual machines and is a virus risk. Companies that cover this eventuality use 'filter machines' and typically don't even allow employees to receive emails with attachments to avoid such risk.

3) Once an email is downloaded to an individual machine the company loses its overall control of what happens next with the data. The employee can decide that the contact was not important and delete it from their machine. Some companies use a database driven 'mock email, that only allows employees to archive data, that is then, at a later date, reviewed by management. Then that manager still can not delete the data, they archive it to another level and the data can later be used as a data mining tool.

4) Important emails are frequently misplaced, determined to be unimportant, or just not responded to in a timely manner.

Database is good:

1) Databases are used to store data for many generic reasons known to mostly everybody including non-techies. Generally they are a better way to store data because they force the developer of the database to determine a structure for storage before they go about storing the data. This increases efficiency of data storage and the usability of the data for future purposes. It is more likely that the data can be used for future mailing lists, data mining, etc. when it is stored efficiently and effectively.

2) Databases can be managed more effectively. Managers at all different levels can control and review the data real-time, or later, review the data to determine if the correct course of action was taken.

3) Collecting as much data as possible is a key tool being used by more and more companies. Even if they don't know what the data could possibly be used for they are hedging their bets, especially when data storage devices are so relatively cheap, that the data can be used at a later time. The low cost of storing data combined with the high-speed at which newer programs are being developed to use and mine data, means that all data that can be stored, should be stored.

It's a business in a business:

Most CEO's, President's and even entrepreneur's understand the importance of a business plan while they patently disregard the fact that their Web site has no plan. The Web site confuses many of these otherwise very talented business people because of its duplicity of nature. The Web site in one sense is a department within a company, but in another sense it is a new business that should be expected to either turn a profit, or increase the efficiency of the 'brick and mortar' component of the business. A Web site should be treated as a subsidiary business of the 'brick and mortar' business. A subsidiary, at best, will generate revenue that turns a profit and, at the least, serve as a conduit to make the company more effective and efficient, thus cost less to operate and thereby increasing profit margins.

Step one is to build a mini-business plan for the site. Our Client profiler assists clients in building this mini business plan. In short you need to evaluate the people who will be involved in the site. One such question to answer is, "What does Webmaster mean and what does one do." We do not purport that a Webmaster is not really as job, to the contrary, there is real need for a Webmaster. But, most are being used in the wrong way. Webmasters do everything from data entry to site programming. This is synonymous with hiring a c++ programmer to reprogram Microsoft Word every single time you wish to edit your company newsletter or brochure. That is an absurd premise, yet many very smart business people are applying this same concept by hiring 'HTML programmers' to go into the 'code' every time they want to edit their online newsletter. On a day-to-day basis, personnel should not be exposed to 'code'. The very word code invokes visions of higher costs. The Webmaster should function as a conduit or liaison between the Web site and key personnel, The Webmaster should ensure that copy people can enter the site and do their job, that marketing people are also marketing the Web site on a regular basis, that the President can disseminate his 'Presidents Corner' without assistance from techies or the Webmaster. Webmaster shouldn't be making people work for the site they should make the site work for people. The site should work FOR employees, partners and clients. It should be thought of as a tool like Microsoft Word. There are very few if any companies that hire c++ programmers to crack open MS Word every time there's a problem. It's not cost efficient. A company does have people who evaluate software products and implement them and act as experts for each product it uses.

One example is the person or people who write a company newsletter. They draft it in a word processor, print it and then it's mailed. Just as easily that very same person should be able to copy and paste the newsletter into the Web site and into a company email management module to disseminate the letter in two more methods in just a few minutes. With no other personnel and no knowledge of HTML, ASP, CF, etc. and with no third party tools like MS Exchange, FTP, Dreamweaver, etc., the newsletter was posted instantly via two additional mediums. Create or locate a list of personnel and their day-to-day duties and ask them if they can envision a way in which the site might be used to make them more efficient. Hold a company meeting to gather ideas about the site, then submit all this information to a third party consultant for evaluation and input.

Lastly, initiate the same process with all key business partnerships and alliances that was just laid out for employees. It is important to show these allies that they are important with your Web site. Evaluate the amount of money spent by your company for lunches, sports tickets, etc., all used as tools to ensure clients and allies feel 'special'. Spend at least that amount of money on your Web site to make them feel special. Even if it's as simple as giving them the ability to log into the site, draft their own copy and post specials within your site. Even allow them to log into the site and interact with your staff. This gives them a higher priority scheme of communications than the standard email address.

Now your client feels as though they are being treated 'special'. You have accomplished your very first Internet objective and created a foundation, from both a philosophical and tangible perspective.