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Commercial Web sites should make it very easy for customers to nd dealers. This sounds like an obvious suggestion, but in fact it is often very dif cult for manufacturers to provide a dealer locator. Most goods are sold through wholesalers or distributors. These folks keep the dealers names to themselves. Yet providing information to the ultimate consumer is a very ef cient way of delivering customers to dealers and building total market share. How can you nd dealers Follow the money trail. Make it easy and pro table for dealers to be identi ed. To do this, have a Web microsite where dealers can provide their location, phone number, directions, store hours, and other such information (Figure 3-2). When dealers come to your microsite to register, have them provide the name of the wholesaler or distributor that supplies your products to them. Once your Web site has captured the dealers name, the Web site can automatically send the information to the appropriate wholesaler or distributor for veri cation before it becomes a part of your consumer Web site dealer locator. Some wholesalers or distributors will help you in this process; others will not.

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The dealers provide you with their information plus their email address. Then, when customers come to your Web site and ask for a local dealer, if the customers give you permission, you can send their names to the dealer for follow-up.

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In 1997, Citigroup, the parent company of Citibank, launched e-Citi, a Web bank that was designed to compete with Citibank itself and other parts of the $230 billion company. Citigroup put a lot of resources into the venture. Within 3 years the Web bank had 1600 employees and 100 different Web sites. Between 1998 and 2000, Citigroup spent $1.1 billion on the effort. It was a gigantic failure. By March of 2000, when Citigroup called it to a halt, the venture had only 30,000 accounts, compared to the 146 million accounts in Citibank. What went wrong For one thing, e-Citi was set up as an independent venture. Customers could not use Citibank branches. This was a fundamental mistake. People using a Web bank have a large number of questions to start with: How do I deposit money What ATMs can I use

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Whom do I talk to when I have a problem or need a loan Whom can I relate to Since, on top of all that, there was no institution to identify with, it is amazing that Citigroup was able to nd 30,000 people who were willing to open accounts. No Web bank has ever made a pro t, and none ever will. What can be pro table is for an existing bank with lots of branches to persuade some of its customers to use the Web for some of their transactions. Web transactions cost about one penny each. Branch visits cost at least $2. The cost savings to the bank can be very substantial. But customers will use the Web only if they have con dence in the institution and if there is someone whom they can go to see when they need help. After Citibank folded the e-Citi operation, the company formed an Internet Operating Group to see which Citibank services could be profitably shifted to the Web. The company created an online-payments business called C2It that let customers email money to one another for a 1 percent fee. Individual Citibank units were encouraged to shift functions to the Web. Eighteen months later, Citigroup was serving 10 million customers online with a variety of services. Looking forward, Citigroup expects to cut $1 billion off its annual costs through using the Web.

Now I m going to happily surprise you. Chocolate, especially dark semisweet chocolate, is definitely one of my detoxification superfoods. The botanical name for cocoa is theafroma cacao, which means food of the gods. Cocoa beans and the resulting chocolate, especially dark chocolate, are rich in antioxidants specifically, phenolic compounds and flavonoids. Chocolate also contains some healthy fat such as stearic acid, which is converted in the body to oleic acid, a monounsaturated fat that is also found in olive and canola oils. Oleic acid is considered a healthy fat in terms of heart disease prevention. Now before we get carried away with the health benefits of chocolate, remember most chocolate still contains large amounts of sugar and fat, which aren t healthy for us, so overindulging can have negative effects. In making desserts with chocolate, use semisweet dark chocolate and add less-refined sugars to the

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When eToys went public in 1999, its market value reached $7.7 billion. The company was backed by Intel, Sequoia Capital, and Idealab. What a great beginning! Its Web site included a sophisticated search engine that let parents look for toys appropriate for a child of a particular age, or for toys of a particular brand or theme. It created wish lists that let children choose gifts and email their lists to family members. Once the rm s Web site was out there for everyone to see, however, competitors like Amazon and Wal-Mart were in a position to copy the rm s ideas and beat its prices, and they did. Soon competitors began to sprout up everywhere: KBKids, Smarterkids, Toysmart, ZanyBrainy, NuttyPutty, JC Penney, Target, and FAO Schwarz joined Amazon and Wal-Mart in selling toys on the Web. Many of them spent lavishly on advertising.