There is still money to be made online

"Creating an online business will take longer than you think, cost more than you think, be harder than you think, and be less fun than you think. And just as you get it to where you want it to be, you'll need to reinvent it because a competitor has moved in or the market's moved on and you've become out of date."

Really? With such pessimistic remarks early in the book - in Chapter 1, no less - readers may think the author is discouraging would-be entrepreneurs from joining the online world of commerce, which is not the case at all.

In fact, Secrets of Online Entrepreneurs looks at the successes achieved by 20 of Australia's top online businesses by delving deep into the factors leading to their accomplishments, and sharing the important lessons they learnt along the way.