Finding Your Online Audience

The subtle art of positioning your business on the Web and how to join the conversation once you’ve found your niche

Today's column is the second in a two-part series about starting and running an online firm. The first column included an expert checklist covering some of the major tasks—and costs—involved in setting up an online business (see BusinessWeek.com, 9/1/06, "An Online Business for $3,000"). This time, we solicit expert advice for owners of existing online companies. Specifically, we asked how small firms can find their online audience.

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