Can Your Business Gain From Internet?

Do you feel guilty or nervous when friends or colleagues bragabout their adventures on the Internet?

Do you wish your business cards featured a cool electronic mailaddress? Do you worry that your business is suffering because youare cyberphobic?

Well, you are not alone.

Small-business owners across America are struggling to figureout whether they should be hooking up to the powerful, globalcomputer system called the Internet.

"There is a feeling of `Am I being left behind?' or `I'm notwith it if I'm not online,' " said Ivan Rosenberg, a Sherman Oaks,Calif.-based computer consultant and author of Making Money on theInternet, a 50-page guide for entrepreneurs.

A recent MCI-Gallup survey of 300 entrepreneurs found that only21 percent of the business owners who were aware of the Internet wereactually using it. Thirty-five percent said it was too expensive and25 percent said the technology was too complex. A whopping 46percent said they were "cyberphobic," or intimidated by the so-calledinformation superhighway.

MCI, AT&T and IBM are among the major corporations racing toprovide Internet access and information to entrepreneurs. Nynex hasalso jumped in, offering a free, online directory service thatenables users to find the names, addresses and telephone numbers of2.1 million businesses in the northeastern United States. Theservice also lets people link up with 400 businesses that use theInternet.

The Internet will let small businesses: Sell products to other businesses via online catalogs or"storefronts." Most commercial listings are located within the WorldWide Web, a graphically based, user-friendly area of the Internet. Provide services to clients, such as transmitting photographs ande-mailing lists or graphics. Provide detailed information about their expertise to potentialcustomers without a sales pitch. Use e-mail to communicate with just about anyone anywhere in theworld. With special telephonic software, one can also speak topeople via computer. Participate in real-time, online discussions about topics ofinterest.

The best thing about the Internet is that you don't have to bein a high-tech business to benefit.

For example, Karl Fetzer, Indianapolis district manager ofEskco, a maker of custom binders and advertising specialties, sayshis company uses the Internet to give customers information aboutproducts. He first went online in May, relying on CompuServe andAmerica Online to connect his computer to the superhighway."Eventually, we'll hook up with a local company and that will reducethe cost of connecting to the Internet," Fetzer said.

One of the best ways to get over your fear of the Internet is toask people you know what they use it for. Next, get acquainted withwhat's out there via one of the major online services (CompuServe,America Online, Prodigy). If you decide your business would benefitfrom a 24-hour Internet connection or more in-depth use, hire aconsultant to advise you on the right hardware and software.

And remember, while it may seem like a great idea to have accessto vast databases of information or mailing lists, if the informationwon't boost your sales, don't spend your time and money finding it.

Jane Applegate's column appears Wednesdays.