The "cost" of not having a credible website or using email effectively can be measured in terms of lost opportunities to create more revenue and cut costs. Some of the costs of not being there (online) include:

• loss of customers to competitors who do have a good website and email contact with customers
• loss of potential revenue from online sales or uptake of services 
• mounting costs associated with existing inefficient office practices that an effective e-business plan could minimise
• mounting costs associated with existing inefficient supply-chain management
• loss of credibility as an innovative, forward-thinking business.

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