4 Conclusion

According to the model of Porter’s five forces it is worthwhile entering web design industry. Most of the forces are weak and even the strong ones are not impossible hurdles. In figure 3 you see an overview of Porter’s five forces in the web design industry and the changes that occur if the complexity of the web site increases.

Figure 3: Porter’s five forces in relation to the web design industry

Max Adler Salzhemmendorf Webdesign

Source: Self created (data by Appendix 1 and Porter, 1985, p.6)

There is a great competition between the web designers, but there is also a growth which is enough to enter the industry. But within the last five years the rivalry situation has been stronger and the market growth lower. With technological advancements the entry barriers and the knowledge have grown. For a professional web site today you need more than informatics knowledge, but also a good marketing knowledge and the ability to negotiate with your customers. With the right strategy it is still possible to make a lot of money online.

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