So you want to start an online business

"At this point even the most cynical will probably concede that this internet thing is going to be around for a while. For good or ill, the audience is moving online, which means the people who serve the audience have to move with them, whether they're selling TV, baked beans, or words," writes Michael Parsons. He goes on to give five golden rules for anyone thinking of entering e-commerce. The first, encouragingly, is "You have no idea what you're getting into."

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