However if the butcher wanted to expand without dramatically expanding their cost base they could offer product with an e-commerce web site. So the decision depends on the business and the business aspirations.

Why should I join the Internet Club?

One of the main strengths of the Internet is that it levels competition, no one has an advantage over the other as long as they are prepared to invest something. This investment is not high and so is in reach of pretty much any business.  

So Waitrose and Tesco are on a par with the butcher, well of course not, but remember the butcher is as well known in his own area as the supermarket and he trades on quality not price.  

By targeting an audience, submitting your web site to search engines and paying for “clicks”, you guarantee a number of visitors so you can compete.

So how much does it cost to get customers in to browse my web site?  Well an enquiry for "sausages" will cost you ten pence per visitor, now weigh that against a blackboard outside a shop that took an employee half an hour per day to create?  

 At this low level of investment, and by limiting the daily spend, it is possibly to buy the advertising without breaking the bank.