The "Going Online" series was first published in 2008, as often startups and companies asked the same question: how to use new media.
You can buy a book, read online, attend a seminar, pay an e-marketing consultant.
But, in the end, it all boils down to a simple concept: technology is a tool.
And, as with any tool, you need to understand what it is for before you sign on an expert- or hire somebody.
The old articles are currently off-line, while the material is being updated and renewed.
But, following the support to startups and non-profit in 2008 and the first half of 2009, the articles have been expanded.
Adopting a simple time-oriented approach: something for new companies, something for evolving ones.
Along three lines: positioning, development, communication.
As you notice, the usual "keywords" (such as "startup", "marketing", "operations", etc.) have not been used.
On purpose. Because, from experience, those "keywords" are misleading: each one of the activities listed as some component of "starting up", "marketing", "operations".