Overview

The savvy business book for established eBay sellers who want to break through to the next profit tier!

Full Product Details

Author:   Scot Wingo
Publisher:   Pearson Education (US)
Imprint:   Prentice Hall
Dimensions:   Width: 22.90cm , Height: 2.10cm , Length: 15.30cm
Weight:   0.435kg
ISBN:  

9780321256164

ISBN 10:   0321256166
Pages:   336
Publication Date:   19 August 2004
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Out of stock  

Table of Contents

PREFACE xiiiCHAPTER ONE: Why Build a Great eBay Business? 1Who This Book Is For 4 Get Big Fast 5 The eBay Economy 5 eBay Makes Inefficient Markets Efficient 12 But Not All Large eBay Businesses Are Great . . . 16 The Goal of This Book 20 How to Read This Book 21 Chapter 1 Summary 23 CHAPTER TWO: Building a Foundation for Your eBay Business 25eBay Listings Terminology 26 eBay Fees Refresher 27 Know Your eBay Business Critical Vital Signs 29 Strategy 1: Know Your Critical eBay Vitals! 37 Noncritical Vitals 42 A Tale of Two Documents 48 Chapter 2 Summary 53 CHAPTER THREE: Introducing the “Five P’s”: The Strategic eBay Framework 57The Five P’s 59 How to Use the Five P’s 61 Strategy 2: Set Your Strategic Goals 62 Chapter 3 Summary 66 CHAPTER FOUR: Product 69 The Product Life Cycle 70 Strategy 3: Understand and Leverage the eBay Sweet Spots 74 Product Seasons and Regionalization 78 Product Depth and Width 79 Product Mix 82 Product Classification 84 Sourcing Product 85 Case Study: GlacierBayDVD 91 Chapter 4 Summary 95 CHAPTER FIVE: Price 97Strategy 4: Understand The eBay Price/Velocity Curve 98 Caution: Falling ASPs 102 $1NR: An Overused and Potentially Dangerous Strategy 111 Strategy 5: Use the Perception-of-Scarcity Strategy 115 Strategy 6: Use the Second-Chance-Offer Strategy 118 Price and Classifications 124 Case Study: DesignerAthletic 126 Chapter 5 Summary 132 CHAPTER SIX: Promotion 135Promotion and the Price/Velocity Curve 136 Strategy 7: Optimize Your eBay Search results 138 Browsing 167 Strategy 8: Build Your eBay Brand 170 Case Study: MobilePC 178 Chapter 6 Summary 181 CHAPTER SEVEN: Placement 183eBay Placement 184 Strategy 9: Explore Other Channels 190 Case Study: CrazyApe 205 Chapter 7 Summary 211 CHAPTER EIGHT: Performance 219Strategy 10: Use an eBay Dashboard 220 More Dashboard Ideas 228 The Product Dashboard 229 The Price Dashboard 235 The Promotion Dashboard 238 The Placement Dashboard 242 Performance Conclusions 245 Case Study: JustDeals.com 246 Chapter 8 Summary 252 CHAPTER NINE: Putting the Five P’s to Work 255Product 257 Price 260 Promotion 261 Placement 263 Performance 265 Conclusion 265 APPENDIX: THE TEN EBAY STRATEGIES 267GLOSSARY 279INDEX 285

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Author Information

Scot Wingo is president and CEO of ChannelAdvisor, which provides auction and marketplace management software and services to a wide range of companies, including IBM, Best Buy, Dell, Glacier Bay DVD, and 47th Street Photo. ChannelAdvisor processes more than $30 million/month in transactions on eBay and has won two eBay Star developer awards.

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