An overview of the Web site development process for organizations seeking to establish a business-presence on the Web.

1. INTRAPRISETECHKNOWLOGIES LLC
Planning Your
Business Web Site
September 21, 2009
Presented by
Donny C. Shimamoto, CPA.CITP

2. Planning Your Business Web Site
Today’s Goal
– Provide a framework for starting and managing
your Business Web Site
Session Objectives
– Define the different types of Web sites
– Identify key success factors for Web sites
– Understand the risks of e-commerce
– Overview of compliance requirements
– Outline a basic project plan for a Web site

3. Donny C. Shimamoto, CPA.CITP
Background & Experience
BBA from University of Hawaii at Manoa
– Accounting & Management Information Systems
Alumni of PricewaterhouseCoopers LLP
– Strategic Technology Group
– Financial Audit and IT Audit
– Washington Consulting Practice
Founder of IntrapriseTechKnowlogies LLC
– Technology Planning, Management, and Support for
small businesses and middle market organizations
Focus on risk management, compliance, and business intelligence
– Functional Web sites supporting customer transaction
and information management

4. Donny C. Shimamoto, CPA.CITP
Background & Experience
Assn of IT Professionals (AITP) – Honolulu Chapter
– Board Member (2008-present), Treasurer (2009)
American Institute of CPAs (AICPA)
– TECH+ Conference Steering Committee (2007-present)
– Chairman, Business Intelligence Working Group (2009)
– IT Executive Committee (2006-2009)
Hawaii Society of CPAs
– Technology Advocate (2005–2008)
– Chairman, Technology Advocacy Committee (2009)
Awards & Recognition
– “40 Under 40” Accounting Technology Professionals in the US
2007 & 2009, CPA Technology Advisor Magazine
– Top High Tech Leaders in Hawaii
2004, Pacific Technology Foundation & Technology News Network

5. Business Web Site Basics
Why do I need a Web site?
– Not having a Web site will cause people to
questions whether you exist
– Even just a “placeholder” Web site is better than
no Web site or an “under construction” site
– Get your business “out there”
What does my Web site need to do?
– Create enough interest so that potential
customers, employees, business partners, and
vendors will take the next step and contact or
interact with you

6. Business Web Site Basics
Objectives of a Business Web Site
– Information Distribution
“Basic” Web site = get information into the marketplace
Can get complex depending on the type/volume of
information and security requirements
– Business Process Support
Information Exchange with Customers/Partners
Transaction Processing without e-Commerce support
Transaction Processing with e-Commerce support
– Relationship Building/Maintenance
Customer Relationship Management
Community Building

7. Business Web Site Basics – the “Social Web”
Objectives of a Business Web Site
– Information Distribution
The “Social Web” can help to get information out there
and bring people to your site
– Business Process Support
The “Social Web” can help initiate or feed processes
– Relationship Building/Maintenance
The “Social Web” has totally transformed this area
– Customer Relationship Management
– Community Building
In the “Social Web” this often has a
life of its own and can’t be controlled
– This can be good and bad…

8. Key Success Factors for Web Sites
Information Distribution Sites
– Accuracy of information
Information presented must be reasonably accurate
Especially important when you are not the only provider
of that information
– Completeness of information
Lack of complete information causes frustration
At least provide a way to obtain complete information
– Timeliness of information
Stale information = non-returning Web site visitor
Perception of timeliness varies with type of information
If you’re not going to have time to update it regularly,
don’t put time-contextual information on your site

9. Key Success Factors for Web Sites
Information Exchange Sites
– Transmission Security (i.e. SSL Certificate)
Authentication = Web site is who they say they are
Data Transmission Encryption = Protect data
transmitted between browser and Web server
– Server Security
Intrusion Protection = protection from hackers/attacks
Standing Data Encryption = Protect data while it is
sitting on the server

10. Key Success Factors for Web Sites
Customer Facing Sites
– Branding and Identity
Web site is often the “first impression”
An unprofessional Web site = unfavorable impression
– Usability and Consistency
To allow for wide range of customer technology usage
Good intuitive design reduces customer frustration and
results in lower level of support calls
– Customer Privacy
Web site Privacy Policy – manage expectations
You MUST live up to the policy you publish
– Expect 24/7 Activity and Plan Accordingly

11. Key Success Factors for Web Sites
Business Partner Facing Sites
– Communication & Collaboration
Make sure you understand what your business
partner’s needs are, success depends on BOTH parties
getting value from the site
– Business Process Support
Make sure that the functionality you provide matches
the business process you’re trying to support
– Integration into back-end systems
Must be done carefully to ensure integrity of data
Business process controls must be put in place to
prevent system abuse or unintentional errors
– Provide clear lines for Support and Escalation

12. Key Success Factors for Web Sites
Community Sites
– Focus on the Community and its Members
What need in the community is being served?
Why would someone come to the site?
Why would someone continue to participate in the site?
– Moderation of Site Content
Clear Terms of Use and Appropriate Conduct Policies
Monitor site for abuse/violations
However, “Big Brother” syndrome can kill the site
– Member Privacy
Web site Privacy Policy – manage expectations
You MUST live up to the policy you publish

13. Risks of e-Commerce
e-
Financial Loss
– Cost of contacting affected customers
– Fines / Damages
– Credit reports for affected customers
– Repayment of customer losses
Loss of ability to handle credit card
transactions
Loss of Credibility and Future Business
Imprisonment
– possible when there is gross negligence

14. Information Risks and Losses are Increasing
2008 CSI/FBI Computer Crime and Security Survey
– Greatest source of financial loss
Financial Fraud moved to the top in 2007
– Displaced Viruses, which has been top for last 7 yrs
Financial Fraud stayed at the top in 2008
– Average loss per respondent: $463,100
2007 Losses relevant to e-Commerce
$21,174,750 – Financial Fraud
$6,875,000 - System penetration by outsider
$6,365,900 - Other Web site related

15. Information Risks and Losses are Increasing

16. Information Risks and Losses are Increasing
ID Theft is fastest growing crime in the nation
– Expected to overtake drug trafficking
– 19 people become new victims every minute
– Bureau of Justice Statistics
2004 = 7.2 million victims
2006 = 10 million victims
Source: Identity Theft Resource Center
Extrapolated 2008 = 13.9 million victims

17. Information Risks and Losses are Increasing
Hawaii was 25th in ID Theft instances per Capita in 2005

18. Overview of Compliance Requirements
If you are selling to a customer in another
nation or state you generally must comply
with the laws of their place of residence
– International Laws
– Federal Laws
– State Laws
If you accept credit/debit cards you must
comply with PCI DSS
– Payment Card Industry Data Security Standards
– Processing online transactions increases your
compliance requirements

19. Overview of Compliance Requirements
Federal Requirements
– Freedom of Information Act 1966
– Privacy Act 1974
– Electronic Freedom of Information Act 1996
– Gramm-Leach-Bliley Act
– Health Insurance Portability and Accountability
Act (HIPAA)
– Children’s Online Privacy Protection Act (COPPA)
California: SB 1386
European Union
– EU Directive 95/46/EC
– EU Directive 2002/58/EC

20. Overview of Compliance Requirements
Hawaii’s ID Theft Laws
– Act 135: Notification of Security Breaches
Went into effect January 1, 2007
– Act 136: Secured Disposal of PII
Went into effect January 1, 2007
– Act 137: SSN Use Prohibitions
Went into effect July 1, 2007

21. Overview of Compliance Requirements

22. Overview of Compliance Requirements
Hawaii’s ID Theft Laws
– Internal Costs
$197 per compromised record
2007 estimate by Ponemon Institute
(per Journal of Accountancy, January 2009)
– State Penalties
Up to $2,500 for EACH violation/record
– Additional Costs
Liability to injured parties for actual damages
sustained

23. Overview of Compliance Requirements
12 PCI DSS Requirements
– Build and Maintain a Secure Network
1. Install and maintain a firewall configuration to protect
data
2. Do not use vendor-supplied defaults for system
passwords and other security parameters
– Protect Cardholder Data
3. Protect stored data
4. Encrypt transmission of cardholder data and sensitive
information across public networks
– Maintain a Vulnerability Management Program
5. Use and regularly update anti-virus software
6. Develop and maintain secure systems and applications

24. Overview of Compliance Requirements
12 PCI DSS Requirements
– Implement Strong Access Control Measures
7. Restrict access to data by business need-to-know
8. Assign a unique ID to each person with computer
access
9. Restrict physical access to cardholder data
– Regularly Monitor and Test Networks
10. Track and monitor all access to network resources and
cardholder data
11. Regularly test security systems and processes
– Maintain an Information Security Policy
12. Maintain a policy that addresses information security

25. You Must Protect Your Data
Businesses have a duty to protect their
customer’s data
– Fiduciary Duty
– Legal Duty
Businesses can fulfill these duties by
– Understanding the risks
– Assessing your exposure
– Take action to reduce exposure/manage risks
Internal: Implementing controls to safeguard data
External: Select vendors that maintain compliance
– Monitoring compliance

26. Basic Outline of a Web Site Initiative
Phases in a Web Site Project Plan
1. Vision
2. Design
3. Build
4. Test
5. Deploy
6. Maintenance
7. Refine Design
8. Repeat from phase 3

27. Basic Outline of a Web Site Initiative
Vision Design
Build Test Deploy
Refinement Maintenance

28. Basic Outline of a Web Site Initiative
Vision Phase
– What will the site look like when you’re done
with it (focus on long term, end-point goal)
Section/Content Map – what will be on the site?
Functionality – what does the site have to do?
Phases – building iteratively allows you to get
something out there sooner and get feedback
– What is the purpose of the site at each phase?
May drive what sections/content/functionality the site
has at each phase
Identify critical path, dependent site elements

29. Basic Outline of a Web Site Initiative
Design Phase
– Create one primary design that can fit each
phase but also accommodate your entire vision
Web site design is different from print, make sure your
Graphic Designer knows how to design for Web
Make sure your Graphic Designer knows the phases so
that they can ensure that the design can stand alone at
each phase
Before finalizing the design, make sure that the Web
Developer (the person building the site) has reviewed
the design and is able to implement it in HTML
– Survey other Web sites (especially those of
competitors) to see what you like/don’t like

30. Basic Outline of a Web Site Initiative
Design Phase (continued)
– Determine your technology and hosting options
Technology: HTML, PHP, Java, .Net, Flash, etc.
Hosting: in-house, outsourced
– Remember to look at the long term functionality
and integration to back-end systems needed
Select the technology that will best support integration
in the long term
Select the hosting platform that will support the
technologies you plan to use and that will be able to
support the integration that may be needed later
– Work with a marketing/branding specialist to
create or carry your brand to the Web

31. Basic Outline of a Web Site Initiative
Build Phase
– Convert the design into an actual Web Template
Identify the skills needed for the project
– Web Design = visual elements, graphics, fonts, etc.
– Web Development = HTML, application programming
– Database Development = database programming and
data exchange/integration
Identify the browsers and versions that the Web site will
need to support (and you will need to test)
– Internet Explorer, Netscape, Firefox, Chrome, Safari,
– Browser types: desktop, mobile
– Work with a Search Engine Optimization (SEO) specialist
Each search engine has different criteria – SEO is a specialization and
requires constant monitoring to maintain ranking

32. Basic Outline of a Web Site Initiative
Build Phase (continued)
– Develop the content for the site
This is not the job of the Web Designer or Developer!
Writing for Web is different from writing a report or on
paper
– Take into account shorter reader attention span
– Allow for screen size and scrolling
Identify graphics and other visual elements to include
Identify things that should be linked
– Either internally to another page on your site
– Or externally to another Web site
Remember to obtain copyrights or permission for any
material that you do not own

33. Basic Outline of a Web Site Initiative
Build Phase (continued)
– Place content into Web Template
Can be done graphically by Web Designer then
transferred to HTML by Web Developer
Or can be done by Web Developer if simple
– Develop functionality for the site
Primarily done by a Web Developer
– Flash and other non-programming tasks may be done
by a Web Designer
Use “use cases” to describe the functionality that you
want the site to have and what you want the user
experience to be like

34. Basic Outline of a Web Site Initiative
Test Phase
– Review the completed Web site for content
completeness, accuracy, correctness, and
performance
Check EVERY page to ensure that the display of
content doesn’t distort the design
Overall proofread for spelling, grammar, etc.
Check that images are displaying correctly and at the
correct size
Make sure all links open to the correct sites and in
the correct window (e.g. same or new)
Check that pages load within a reasonable amount of
time

35. Basic Outline of a Web Site Initiative
Test Phase (continued)
– Test that the site functions as expected
Develop scenarios for different things that Web site
visitors may try to do and walk through each scenario
or combination of scenarios
Verify that any data that is presented is being drawn
from the right source(s) and displayed correctly
Verify that totals and other computed elements of
pages are being computed correctly
Verify that data being submitted through the site is
captured correctly
– And fed into the appropriate back end systems
Test that security is being properly enforced
– Test user/URL spoofing and other common exploits

36. Basic Outline of a Web Site Initiative
Deploy Phase
– Prepare for go-live
Setup the necessary DNS entries with your domain
manager/hosting provider
Determine a cut over/go-live date
– Remember that it can take up to 48 hours for DNS
changes to propagate through the Internet
On the go-live date, make sure the following people
are available for unforeseen circumstances
– Web Developer to address any unforeseen errors in
functionality
– Hosting provider staff to address any potential system
issues
– Launch the site

37. Basic Outline of a Web Site Initiative
Maintenance Phase
– Monitor site usage
Page hits, visitors, length of stay
User logins and use of functionality
– Monitor search engine placement
Does content need to be adjusted? Work with your
SEO specialist to refine as necessary
– Keep content fresh and accurate to keep
people coming back
– A Web site is like a living thing…it needs
constant feeding and attention to keep it
current and relevant

38. Basic Outline of a Web Site Initiative
Refinement Phase
– Revisit vision and design based on site usage
and feedback
– Make adjustments to design and/or functional
specifications as necessary
– Revisit phases and determine if anything needs
to be changed, added, removed
– Determine what should be built next
– Develop the detailed design
– Pass it to the Web Development Team to build

39. Basic Outline of a Web Site Initiative - Phases
Vision Design
Build Test Deploy
Refinement Maintenance

40. Basic Outline of a Web Site Initiative - Roles
Marketing Strategist Technology Strategist
– Branding – Platform/Integration
Project
Social Web Functionality
Roles
– –
Graphic Designer Project Manager
Copy Writer Web Developer
SEO Specialist Database Developer
--- Quality Control Analyst
Content Manager ---
Operations
Roles
Promotions Manager System Manager
Information Analyst Data Analyst

41. Web Site Initiative Summary
Figure out the objective(s) of your Web site
Develop a strategy for achieving the
business objectives of the Web site
– Leverage Marketing & Technical Experts
– Balance short-term and long-term value
Establish or carry your brand to the site
Build the site in stages—iterate to success
Keep the site current and relevant to keep
your audience engaged
– Leverage the “Social Web” to extend your reach

42. INTRAPRISETECHKNOWLOGIES LLC
Thank you for your
attention and participation!
Feedback and questions are welcome
Donny C. Shimamoto, CPA.CITP
donny@myitk.com
(808) 735-8324