I am asked several times a week by local businessmen and senior executives working for multinationals, the same question in different words, What works on the web". My answer has consistently been the same - Build an online community.

Simple as it sounds, it is a long drawn process that takes meticulous planning and careful implementation. Just as a brick and mortar business is built brick-by-brick, an online business is built click-by-click. It requires patience and perseverance.

The first rung of the ladder says, 'Build it right'. Define the USP. Prioritize your web presence objectives. Study competition on the web. Design your site map. If you are not sure of how to do these activities correctly, hire an internet expert. Do not scrounge!

Once the site's objectives are defined, integrate a visitors database application. Capture relevant demographics through a well thought out database structure. Remember, on the web you have to reward every click and more importantly, get it right the first time. And so, provide an incentive for registrants to enroll with you. Consider an e-loyalty program.

The real challenge starts now. How do you communicate with your online community. Only professionally. Have an HTML template designed for you to represent your corporate identity. It could be styled differently for communicating with prospects, customers, suppliers, investors and media. Once this is designed you are ready to 'rock and roll'.

A few more pointers. The mailing application must incorporate tracking parameters for measuring the effectiveness of communicating your message. Online audit technology allows you to know how many people read your message, how many act on it and even how many that trash it. Provide an easy unsubscribe option and care to ask for reasons for unsubscribing. They could be an eye opener.

And finally, review the number and quality of people joining your community. If you are not getting this right, your web site may need to be promoted online. The reality check can be performed at Google by simply entering your complete URL within double quotes and then entering 'Search'.

If the number of sites linking to your site is less than 100 in a reasonable time frame from web site launch date, call for professional help.

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