I would suggest that 'Traffic-Driven Web Sites' can be the notable exception on this list. The fact is, there are many variables that must be considered, among them . . .
- Is their offer a desirable product or service (i.e., is there proven demand for that which is being marketed)?
- Do product margins justify corresponding efforts when assessed in light of gross sales projections? What process yielded such projections?
- Is there in place a competent and comprehensive set of business processes, from that of eliciting traffic through those of post-sale support (where appropriate)?
Today it is relatively simple and inexpensive to 'hang out one's shingle' by setting up an online business. For this reason, there are many that do. Unfortunately, as with the well-quoted statistics concerning the high failure rate among small businesses, similar rates of failure are surely evidenced for online businesses - and for likely the same reasons.
With respect to virtually any business, the value of a business plan cannot be overemphasized. The most well understood purpose for a business plan is the role it serves when used to secure capital for a business. While this may prove necessary, the planning process itself, for an entrepreneur, can yield the greatest results.
Through an active [and appropriate] business planning process, an entrepreneur should become intimately familiar with matters that are critical to the success of the business under consideration. Disciplined thinking, understanding and the 'new' knowledge generated through the process should clarify the entrepreneur's vision and increase their competencies to a degree that is consistent with their efforts and thoroughness.
I suggest that the most important 'product' of a quality business planning process is not the documentation that is produced; but rather, the entrepreneurs and related stakeholders that participated in its creation that are far more prepared to think and act decisively towards the successful ends of the business venture. This holds true whether a business is slated to exist online or offline.
One must 'become' who they need to be to run a successful enterprise and must therefore acquire understanding of what is required. A business plan serves a focal point for activities with promise to answer 'the critical questions' that lead to such knowledge . . . and means to document such knowledge for future reference and for communication among relevant stakeholders.
As for 'Traffic-Driven Websites,' there are those who enter business without adequate preparation. Lacking a sufficiently comprehensive understanding of their venture, it should be no surprise that in such cases results may prove disappointing. Through appropriate preparation and understanding however, entrepreneurs may avoid common mistakes, leverage what works [i.e., apply best practices], and position their online business venture with far higher promise of yielding desirable results.
For those who would wish to implement a 'Traffic-Driven Website' without thinking things through thoroughly, without identifying and addressing each factor critical to its success, then I would agree that, for you, the existence of this on the 'list of 5' is indeed correct and that this is likely a business opportunity that you should avoid.
For those who are willing to do what is necessary to position your business for success, then by all means I would suggest to go about doing so. Invest your time and energy into developing the knowledge required to create your business plan. Plan your work, then work your plan. The results can certainly prove worthwhile. While doing so, I suggest that you guard who you listen to - and evaluate for yourself who is and is not qualified to render advice/guidance, etc. Many an entrepreneurial venture has been killed through comments rendered by those with the best of intentions.
