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Extranets: A Different Kind of Backend.

A backend, in internet lingo, is commonly referred to as an extranet and it is a tool used in conjunction with websites. It’s a powerful, although severely underutilized, password-protected environment operating entirely ‘behind’ many websites. As such, this article is devoted to explaining what an extranet is, why people use them, and when implemented properly, how they can save companies ridiculously large amounts of money.

An extranet is built using specialized computer language, usually from the ground up. When completed, the extranet integrates into the existing website, just as your website integrates with the world wide web. It is built by someone with programming knowledge, to be used by someone without programming knowledge. If you can use Word, you can use your extranet.

Setting the Scene

You come across a website that has a “login here” button. After a few minutes of amateur hacking, you accept that whatever’s on the other side of this page, you are not privy to see. This website, quite simply, has an extranet. Much like a top-secret missile silo you happen to stumble across whilst driving across the country, an extranet is a password-protected environment you’re not permitted to visit without proper authorization (i.e. the correct user name and password).

What’s In It For Me?

There are many reasons why a company would want to invest in an extranet. First, it can give the website owner specific and precise control over his entire website or selected pages on his website without needing to hire a second party to make updates. Best of all, a good extranet will allow the authorized user to carry out comprehensive changes with no prior HTML training (the language websites are written in). Separate administrative rights can also be created: if you want someone to only have the ability to add content on the News and Announcements page and not your Careers page, it can be done with, literally, a click of a button.

Extranets can be simple and small or complex and enormous, depending on the needs of the organization. One company may have an ‘Announcements’ section of their website that needs updating every few weeks – it can now be done without having to pay someone else do exactly the same thing. Another company may want to update their ‘Announcement’ page but also have the ability to manage their entire line of products showcased on their on-line store and in turn be linked directly to UPS to offer their customers real-time shipping quotes. It can be done.

Examples and uses for extranets are limitless. Extranets can also be used to update, modify, or include any or all of the following:

• FAQ Sheets. These free up your time by no longer answering the same questions over and over and are quite useful if you are continually launching new products or services;

• Central Data House. You can store customer info in a central location – this is great for travelling sales reps and ensures that everyone has access to the SAME information without any duplicate or out-of-date copies;

• Newsletters. Easily replace online newsletter content monthly in pre-created template;

• Investor Relations. Automatically send e-mailed updates to investors every time a ‘News’ item is added to the website. Extranets can also be used to send press releases, management profiles, financial links and news flashes (which can include movies);

• Added Value to Repeat Customers. If repeat Customer X is only interested in five specific types of designs and drawings, you can modify their extranet access so they no longer have to sift through fifty types of designs and drawings each time they log in;

• Discussion Forum for Registered Users. Create an on-line discussion form for clients, dealers, and/or prospects to share problem-solving techniques, sales tips, and anything else that would increase the efficiency of these individuals without direct interaction from head office; and

• On-line Store. Post specials and deals; and modify prices and products as necessary.

The Bottom Line

An extranet will make your business operations more efficient and effective if:

• You or your staff spend too much time updating your current website;

• You are continually hiring someone to make website updates for you;

• You’ve lost big contracts in the past because of a under-organized work flow process;

• You answer the same questions repeatedly every time there is a new product launch;

• The exchange of information between staff is laborious – no one is sure which document is actually the most up-to-date and it’s frustrating and time consuming to figure it all out; or

• You want any of: a central data house, a discussion forum, an on-line store, control over your careers and announcement pages, an easy to update newsletter, to provide continual up-to-date information to investors, provide added value to repeat customers.

Extranets are designed to save you money. The ROI is excellent since employees now have more time to follow up on leads, convert more prospects to clients or even launch a new product. An extranet is an employee in itself.

In short, extranets can save you money, time and frustration while promoting a smooth workflow and a positive ROI.

So instead of asking ‘Why do you want one?” the question now becomes, “Why don’t you want one?”

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