There is probably some of that on the NET. People surf hoping to find that pot of gold and become involved with schemes for which they are unprepared. If you are not good at marketing in the bricks and motar world, chances are you will be lacking on the NET. OK so far - let's talk about FREE.

The most attractive word on the InterNet is FREE. Let's define our terms. FREE means "somebody else is paying for it". Everything has a cost or a price tag as some like to call it. On the NET you can find almost anything for FREE. Well almost free. There is always that little hooker (that Faustian bargain) that complicates things. What is it exactly, that I have to do to obtain what I want for FREE? The August 30th issue of Newsweek in its "Focus on Technology" section headlines "One Way or Another, You Will Pay For It". The article talks about internet access being free if you don't mind the advertising bombardment on your screen all day. So the point is you have to keep your eyes open and mind engaged to properly evaluate what it is you want and what you are getting in this "Free" exchange.

Before going on let me say that the principle of exchange is very valid. Not much is written about the exchange principle either in religion or philosophy. The focus in the Christian tradition has been on giving. Giving is OK - no arguments BUT it has its downside. When governments give they often times end up controlling and demeaning the lives of those to whom they give because it is a transaction not on the same level. True giving of course is the ideal. Exchange however, is not only valid, but also a transfer by equals. Unlike giving which can be condescending, exchange enriches both parties if transacted properly. The InterNet has that potential of bringing parties together to enrich the lives of all.

(1) At the end of it all there must be a legitimate product or service rendered. If you don't see that, beware. Example- send $20 and recruit two other people and make millions. This is a shell game. No product or service at the end of it. Just a money swap.

(2)  Get a feel for the people. Try to talk on the phone with the folks making the offer and be sensitive to how they respond to your questions. A lot can be garnered by these verbal cues.

(3)   Find out about the organization. How big is it in terms of sales and employees? Net companies tend to be very thinly capitalized and have few employees. This does not mean they don't have a good idea. Many good companies started very small, but it does help to round out the picture.

(4)   Find out what your start up costs are going to be. If the front money is $300 then allow double that to get started and finance your own advertising. Advertising can be your biggest expense on the NET. Without it you are operating in the dark.

Be realistic about your business. If the deal seems to good to be true, it probably is.