Insider Guide: Careers in The Internet

The WetFeet.
com
Insider Guide
V E R S I O N
2000
Careers in the
Internet
Newly Updated for the Y2K Recruiting Season
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Careers in the Internet

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Table of Contents
Quick TOC
At a G l a n c e
The Industry
Internet Careers at a Glance

1
3
On the Job
15
T h e Wo r k p l a c e
35
Getting Hired
45
Fo r Yo u r R e f e r e n c e
Copyright 2000 WetFeet.com, Inc.
53
The Industry
Overview
The Bottom Line
What It Is
People in the Industry
Industry Breakdown
Internet Trends
Picking and Choosing
4
6
7
8
9
10
12
On the Job
Careers
Senior Producer, Director Level
Software Engineer
Director of Marketing
Content Production Manager
16
19
23
26
30
The Workplace
Lifestyle, Hours, and Culture
Workplace Diversity
Vacation
Compensation
Career Path
Insider Scoop and Watch Outs
36
37
38
39
39
41
Getting Hired
The Recruiting Process
The Interview Process
Interviewing Tips
Grilling Your Interviewer
Your Interviewer Grills You
46
49
50
51
52
For Your Reference

Recommended Reading
54
A
G L A N C E
Opportunity Overview
> Undergrads enter the field as production assistants, editorial assistants,
marketing assistants, programmers, graphic artists, and in various other
roles. These entry-level jobs can lead to rapidly increased responsibility,
particularly at newly launched start-ups.
> MBAs enter into business development, marketing, finance, product
management, strategic planning, and sales.
> Mid-career professionals from other industries often enter at a higher
level than undergrads, in positions analogous to their offline jobs.
A T
Internet Careers at a Glance
Major Pluses About Careers in the Internet

> Insiders coo over the fact that they get to spend their days shaping the
future of a medium that is revolutionizing how people work, think, and
live.
> Fluid work environment full of bright young people. This industry doesnt
have strict dress codes, hierarchies, or career paths.
> Due to the influx of VC money to start-ups, and the competition for
skilled employees, salaries in this industry generally start at a high level,
so that stock options are often gravy. If your company has an IPO, youll
have the chance to get rich in a hurry. Youll also get valuable experience
and skills.
Major Minuses About Careers in the Internet
> Insiders complain about the long hours, and your e-mail will follow you
home at night. Indeed, many start-ups have an almost cultish quality
about themyour life is your work and your work is your life.
> Just because the ideas great doesnt mean the company will succeed. The
industry frequently goes topsy-turvy. One days sure thing can be the next
days bust.
> As Internet companies merge and consolidate, positions are reshuffled
and sometimes eliminated. As companies succeed, they tend to grow more
corporate and often lose the casual, nonhierarchical environment that
attracted employees in the first place.
G L A N C E
A
A T
Recruiting Overview
> Many company websites provide ample information on job opportunities,
the culture of the company, and the skills youll need to get a job. Insiders
recommend finding a business youre interested inthere are Web
companies devoted to every subject under the sun.
> The surest way into a dot com is through personal connections. Many
companies fill more than half of their openings through friends of
employees, and many dot coms offer referral bonuses to employees who
reel in new talent.
> Recruiting criteria vary widely from company to company and can
emphasize personality and attitude as much as experience, so make sure
youve got all three in good shape.
> Be prepared for haphazard interviews. Some companies are hiring so
rapidly that managers dont have time to prepare properly, and they may
have little interviewing experience in the first place.
In the Recruiters Words
How do you decide which candidates advance in the interviewing process?
In the 60s, all the smart youth of America headed to Washington, D.C. to
work for Kennedys Camelot. In the 80s, they went to Wall Street. And in the
90s, they are working for Internet companies. I can understand why. There is
so much public attention and adulation lavished on this industry, and you can
make a good deal of do-re-mi if you get lucky.
E-commerce product manager
In general, if we have a sense of our mind of the profile of the person were
looking for. One to three years experience in public relation or sales, or having
been a product manager or project manager. Its kind of an intuitive feeling
you get about someone. You can get a resume, but thats only the cover of the
book. Were looking for the real person.
--Yahoo recruiter
We ask people to show us what they can do. If its a salesperson, we ask them
to come up with a sales plan. We want them to tell us what behaviors they will
engage in that will bring about effective performance. Were pretty prosaic in
that sense. The one thing the Internet does do is give us a chance to have
more contact with people. Its very time-intensive.
The Industry
In the online world, smart means you can do several things
at once without having your head explode.
I N D U S T R Y
T H E
Overview
Just as sites like Yahoo, Excite, and AOL have aggregated material from thousands of content-generating sites, the Internet brings together a huge collection
of industries. The Internet is making possible connections and relationships that
were impossibleor illogical, or simply not feasiblewhen the world was
offline. The Internet has transformed our relationship with information, boosting the speed at which we can gather it and the ease with which we can collect
and use it.
Youll hear Yahoo and others refer to themselves as media companies, or entertainment companies, or some name thatll be invented after this guide goes to
press. Thats because were still in the exploratory phase of the Internet.
Companies are forming every day and trying to figure out how to use the
Internet as a medium to make moneyor in many cases, to gain members and
share of mind while losing money. Services we didnt imagine ten years ago
automated software to do your taxes and submit them to the IRS, invitations
that let you RSVP to parties, groceries you can buy online and have delivered
when you want themhave enabled previously unimaginable commercial and
social interactions. And such services have their equivalents in the business-tobusiness market: Plasticsnet.com enables companies to purchase plastics
online, medical schools can buy Don Jake Saunders Model Hearts from the
Medical Plastics Laboratory, and circuses find it easier than ever to order
Schnattlacher Clown Noses in bulk.
The success of many of these business sites depends on their traffic; companies
are spending big money to attract eyeballs. Affiliations and partnerships are
also driving traffic. WetFeet.com, for instance, partners with sites ranging from
Diversity Search Partners (an executive search firm dedicated to attracting and
developing minority candidates) to Exp.com (which helps match people who
need advice with experts who can give it). Such relationships help build
WetFeet.coms business by bringing career seekers to the site and giving them
useful information that we cant provide.
As an insider puts it, The product you work on is always continuing to grow.
Its very organic that way. Over time, the maze of links has become difficult to
navigate. More than 3.5 million sites exist, and that number grows daily. People
spend untold hours surfing the wrong sites and finding things they dont need.
Thats one of the reasons every dot com and its partner is trying to get people
to know where it is, leading to amusing ads (the naked guy for Beyond.com)
I N D U S T R Y
Meanwhile, bricks-and-mortar stores such as the Gap, Macys, and Borders

Books have entered the online arena. And the same thing is happening in the
business-to-business market, one of the biggest and fastest-growing e-commerce
arenas. In fact, the most profitable websites are run by some of the biggest
business-to-business players: Cisco, Intel, and IBM.
T H E
and innovative methods for communicating the companys message (dot-com

ads on boats in San Francisco Bay).
The Web Rush

This rush to the Web is a rush to capitalize on an ever-narrowing window of
opportunity. Financiers on Wall Street and in the venture capital industry have
backed dot coms with billions of dollars in funding. Investors recognize Web
businesses advantages of reduced overhead (in rent, salaries, and so on) and
the ability to better tailor services to individual shoppers. By tracking where
people travel online, a company can target promotions and other deals to that
personwhich makes it possible to partner with outside sites and derive revenue not from what the consumer spends but through the information that
consumer provides. Sites can also bring together hordes of consumers, and use
that mass to command better prices from vendors, which are then passed on to
customers.
While most companies havent figured out how to convert their businesses into
moneymakers yet, the new rules permit so many new things that they and their
backers are betting theyll be able to figure it out eventually. Not all will come
out winners. But some willand those winnings are likely to translate into tendigit profits. Its an industry for builders, not managers, says an industry analyst.
The Internet TodayThe Internet Tomorrow?
The Internet is still a nascent medium. We havent figured out the next generation of computing and technology, but we expect it to make the Web even
more pervasive. We know its going to be different, and that it will make some
people rich. The gold rush of the late 20th century is the Internet, and for better or for worse, were packing our bags.
All this promise attracts some talented people who wont back down from the
challenge of figuring out a new industry. Rather than demanding specific experience, many Internet companies seek people who are smart, flexible, fun, and
dedicated. In the online world, smart means you can do several things at once
without having your head explode. Can you keep your cool when there is chaos
all around you? Can you live with the possibility that your company might not
I N D U S T R Y
T H E
exist tomorrow? Can you go for extended periods of time without sunlight? If
you answer yes, this industry may be perfect for you.
Personality is a huge part of [hiring], says a cofounder of a development
agency. Were looking for people who fit into our mentality and worldview.
You have to get along with the people you work with...I thought Id have afternoons off and wander around the city to look at art. It has become more than
a full-time commitment.
Some of the dot-com industrys more energized start-ups, like Yahoo and
Amazon.com, have already grown into billion-dollar enterprises shaped like
corporate giants. But even big Web companies retain a distinctly looser culture
than youll find at Fortune 500 firms. If anything binds together the dot-com
companies born over the past few years, its a culture full of dedicated, hardworking young people. Workplaces can feel more like college dorms than businesses.
The Bottom Line

Historically, dot-coms look for self-starters who are self-motivated and energized by work. They dont care if youve got purple hair or nose rings. Start-ups
want creative people who can contribute. Youve also got to be flexiblebusiness plans, job descriptions, and partners change weekly. Nothings guaranteedyour stock options may make you rich; more likely, they wont. Your
manager might be younger than you, and may well have never managed
before.
Its hard to imagine a career in the Internet if youre not comfortable around
computers. Nearly every task involves computing. Some Internet jobs require
the willingness to spend most daylight hoursand plenty of dark hoursin a
chair, tapping away on a keyboard, staring into a computer screen.
While such generalizations still hold true, dot-coms have started to distinguish
themselves from each other. Culture varies by company. When you look for
jobs, find a place where you like the peopleyoull work with them a lot better. The companies most likely to succeed have an energy about thempeople
are working long hours, theyre excited, they believe in what theyre doing.
Theres a big difference between a start-up and a company thats had its IPO.
The start-up has a different mandate, its probably smaller, and theres more
room to make mistakes. Insiders at companies that have gone public report
more shareholder pressure to perform.
T H E
I N D U S T R Y
When you pick a company, remember that its current stage will greatly affect
how things get done and what youre able to do. One insider describes the various phases of a dot-com like a car trip. When you start, youre zipping along
through a valley. As you grow a bit, you hit the foothills, and it takes twice as
long to cover the same distance. When you get even bigger, you find yourself
winding through the mountains, where you cant safely maintain anything
approaching the speed you started out with.
What It Is
Like many great inventions, the Internet has its origins in warthough the war
it was developed for hasnt, fortunately, taken place. The Department of
Defense wanted to build a network of computers that could survive a nuclear
holocaust. It established the Advanced Research Project Agency (ARPA) to
develop the necessary technology, and by 1969 ARPANet was interconnecting
computers at UCLA, Stanford, UCSB, and the University of Utah. (Outside of
the military, ARPANet was initially used only by university professors and students.)
The network grew in the 1980s, from 1,000 hosts in 1984 to 10,000 in 1987 to a
million in 1989. By 1990, ARPANet had ceased to existcommercial vendors
had taken over. By 1994 business had started going online. From there, the
industry exploded, so that in less than five years, virtually every name business
was online. And in some areas of the U.S., it seemed impossible to escape the
dot-com billboards, television commercials, and print articles. As if it had
downed a double espresso, the culture was suddenly wired.
The Internet isnt the World Wide Web. The Internet is the global network of
computersthe hardwarethat moves data; the World Wide Web is a subset of
the Internet, formed by the pages stored on the hardware.
I N D U S T R Y
T H E
People in the Industry

This is an industry for quick thinkers and skilled improvisers. Entry- and
middle-level workers must often pitch in to fill the gaps that inevitably spring
up during site launches, product marketing, and partnering. At higher levels,
companies need action-oriented executives more than traditional companies
do. As a founder of a company puts it, Instead of a project that needs to get
done in a year, youve got three months, and its got to be great.
Because of the constantly changing nature of the industry, its participants tend
to have a higher than average risk tolerance. Its very aggressive. Its very competitive. Theres a lot of people who have a willingness to take risks, says an
insider.
And were not just talking about company founders and CEOs. If youre hoping to park yourself at the same desk until the day you retireor even for a
yearthis isnt the right business for you. But if your dream job includes working with smart people on projects that move incredibly quickly, you should be
able to find what youre looking for at an Internet company.
People in this business tend to be people who like to push themselves and
take charge of their work, says an insider. [In] the culture of a start-up, everybody will share a common cause. I suspect everybodys drinking the same KoolAid, so to speak.
I N D U S T R Y
Internet companies come in many flavors. Many defy categorization; the

Internet tends to blur the lines between competitors and partners, and
Internet companies business models are in a constant state of evolution. What
follows is an attempt to provide a basic picture of the different kinds of
Internet companies out there.
T H E
Industry Breakdown
Media
Media on the Internet covers a wide spectrum, from online publications that
try to make money by selling advertising or subscriptions, to companies like
Real Networks that create software that helps bring media to life on the
Internet. On the publication side, there are both online ventures of traditional
media companies, like New York Times Interactive, and pure online plays like
the financial site TheStreet.com. Other niche media sites include the sports
entertainment company Quokka, the short film and animation company Atom
Films, and the online music company Listen.com. Service providers, such as
AOL, and portals, such as Yahoo, also see themselves as media companies
(thats one reason AOL purchased Time Warner).
E-Commerce
E-commerce companies make money by selling goods or services. Business-toconsumer (B-to-C) companies, such as Amazon.com, sell their goods and services to consumers. Business-to-business (B-to-B) operations, such as Cisco
Systems, sell to other businesses. Other types of online e-commerce players
include online auction houses and marketplaces, such as eBay and VerticalNet,
that facilitate the exchange of goods between buyers and sellers.
Portals
Portals, which account for some of the busiest websites, are aggregators. They
provide a huge number of links to other websites and businesses and are
designed to serve as home base for Web surfers. These sites make their money
from advertising and through alliances with companies that pay for the privilege of serving as the aggregators preferred provider of travel services or
greeting cards or whatever. Today, portals offer a wide array of services, including e-mail, shopping, news, and community. Major portals include Yahoo,
Excite@Home, Lycos, and LookSmart.
I N D U S T R Y
T H E
Internet Services
In this context, Internet services covers all of the companies that support and
enable the Internet. Included in this category are Internet service providers
like Earthlink that help companies and individuals get on the Web, consulting
firms like Scient that help companies design and develop e-businesses, and
online advertising companies like DoubleClick.
Internet Infrastructure
Many companies build the infrastructure necessary to create and maintain a
website. Vignette, for instance, builds content management systems; Oracle creates databases for Internet companies; and Broadcom creates circuits that
enable data, video, and other broadband communication.
Internet Trends
Anyone whos been working at a dot-com for a while knows that trends come
and go about as fast the days. Several magazines, all of which have websites, do
a good job of reporting them: Business 2.0, Fast Company, and The Industry
Standard all cover the latest technology and tell you what everybodys abuzz
about. Theyll also help you sound like youre on top of the changes in the
industry when you interview.
A couple of prognostications are in order. The first is that as companies grow
up theyll be acquired, go public, ally with others, or merge. Those that get an
infusion of venture capital may go on a buying spree; those that go public may
start trading stock for acquisition to consolidate their position. dot-coms wont
be stable until their owners figure how to make as much as they spend. The
larger, more established Internet players will be using the heavy artillery,
shoring up their positions and diversifying their offerings by acquiring smaller
companies with the products and killer apps they can use. Well-funded companies will surely continue to develop their own technologies. But where they
can get the same benefit by buying up smaller companies, they will.
10
What follows is an attempt to articulate whats happening, in general, at dotcoms. For the latest scoop, check out the industry magazines or WetFeet.com.
T H E
I N D U S T R Y
Out With B2C, In With B2B

For much of 1999, investors were focused on business-to-consumer companies
like eToys and Pets.com that sold products or services to consumers. At the
end of 1999, B2C companies saw their stock prices plunge due to a glutted
market and investor dissatisfaction with their inability to make money. Investor
excitement has since turned to the business-to-business sector, or to companies
that offer products and services to other businesses. This shift has many traditional B2C companiessuch as AOL, Yahoo, and Beyond.comquickly moving to build their B2B services.
Even the wisest industry analysts are at a loss to say exactly where the Internet
is going. All they can agree upon is the fact that it is growing. As a result,
investor interest is likely to shift many more times as the industry evolves. Since
many Internet companies rely on outside investors to cover their operating
costs, they must respond to investors changing attitudes. Dont be surprised if
the Internet company you join looks very different four months after you start.
The Truth About Stock Options
Employees stampede to Internet jobs has been at least partially driven by the
phenomenal performance of Internet and high-tech stocks over the last several
years. Stock options and the possibility of a company completing a successful
IPO have become major recruiting tools for Internet companies.
But in April 2000 we saw just how unstable the market for Internet stocks can
be. As investors patience with some Internet companies waned, many companies saw their stock prices cut considerably. Some companies were forced to
postpone planned IPOs and watch helplessly as market interest in their business models faded.
While the media does its best to make getting rich off stock options seem like a
common occurrence, the odds are actually slim. Options are an exciting feature of the industry, but you should consider many other factorssalary, benefits, company culture, learning opportunitieswhen choosing an Internet
company to work for.
Break Out Your Language Primers
As the Web spreads through Europe, Asia and Latin America, sites in other languages are popping up all over the place. In 1999, 54 percent of all websites
were in English, but Business Week projects that within four years, 54 percent of
all sites could be in other languages.
11
I N D U S T R Y
T H E
The Futures Still Bright

It seems unlikely that the entrepreneurial spirit that has driven the Webs
growth will disappear or even lose steam anytime soon. Im positive that there
are hundreds, if not thousands, of very successful ideas for Web services that
are being worked out by folks all over the world right now, explains one insider. Where there is money to be made, clever folks will figure out how to make
a new idea work.
What happens in the online world during the next few years may determine
the future not only of the Internet industry, but of business in general. The
innovations created and enacted by Web workers will trigger advances in
finance, education, retail, the arts, and many other aspects of modern life. I
think this industry is going to take over, predicts one insider. It will be like all
those sci-fi movies. You come home from work and your Internet connection
will be superfast and replace your TV, phone, mailbox, credit card, shopping
mall, everything.
Picking and Choosing

Why does everybody want to work on the Web? Partially, it is because it is the
cool thing to do, concedes an insider. Much of the nations job growth is happening in this sector, and you certainly dont have to look far to find people
who extol the virtues of cyberspace. But online life may not be for everyone.
Believe it or not, other industries existed before the advent of the Internet,
and they are still with us today. Many kinds of brick-and-mortar businesses will
probably wind up being replaced by electronic commerce. But individuals with
a taste or talent for certain aspects of new media can often find equally appealing opportunities offline.
12
Internet Company
Office Culture
Egalitarian and laid-back
Egalitarian and laid-back
Control over Finished
Minimal: The software specs
Maximal: You dictate
Product
dictate your role
specs and functionality
Compensation
Good pay, good benefits,
Good pay, good benefits,
great profits for lucky
great profits for lucky
stockholders
stockholders
Depends upon where you
Workcycle is constant
are in the project cycle
hours unpredictable;
Have a Life?
I N D U S T R Y
Software Company
T H E
Software Company vs. Internet Company

If you have a technical bent but dont know if you can stomach the uncertainty
of an Internet company, you might prefer a career in software. Innovative software products play a key part in the development of the Internet. But they are
also important for a variety of other customerssmall-business owners, gamers,
artists, students, writers, and others. See for yourself how the descriptions on
the following chart match your interests and expectations.
hard to plan leisure

Deadlines
Long-term, fixed targets
Shorter-term, constantly
changing targets
Task Variety
Usually hired to do one thing
Often hired to do many

things with a chance to
do more
The Long View
Distribution channels may
Some companies will soar;
change, but the demand for
others will crash and burn
software will not let up
or merge
13
I N D U S T R Y
T H E
Traditional Media vs. New Media

Many Internet workers are former members of the traditional media.
Newspaper reporters, magazine editors, layout artists, and writers with a variety
of specialties have all found their way to new media. In Web-based businesses
with an e-commerce component, writers and editors work primarily as content
providers; they create or format the added-value materials visitors encounter
when they visit a website. Offline business-end employees and advertising reps
tend to perform analogous functions when they join Web businesses.
Traditional Media
New Media
Office Culture / Office
Intellectual and hierarchical;
Intellectual and less
Politics
lots of nepotism and
hierarchical; no time
back-stabbing
for politics
Control over Finished
The higher up on the
More control at all levels
Product
masthead, the more control
Compensation
The higher up on the
Compensation varies
masthead, the better the
according to skill and
compensation
company performance
More likely to work regular
Work cycle is constant;
hours and have a normal life
harder to plan leisure
Deadlines vary; lengthy proofing
Shorter deadlines;
and printing process
changes and fixes can be
Have a Life?
Deadlines
immediate
Task Variety
Hired to do one thing; many
Tasks can vary day to day
freelance to branch out
hour to hour, depending

upon priorities
The Long View
Daily papers will continue to
Hits are up, but only
fail; many media outlets will
those sites that can
develop an online component
translate users into

dollars will survive
14
On the Job
At Internet companies people are creating these entirely new
markets, and thats where the opportunity is.
15
O N
T H E
J O B
Careers
For more information on the careers described below, check out WetFeet.coms in-depth
career profiles at www.wetfeet.com.
Web Development
Web developers come from a variety of backgrounds. Some have grown up with
the Internet. Others have adapted skills from offline jobs in brand management, desktop publishing, or journalism. In the past, most Web developers
were independent contractors or worked for outsourcing firms. But as websites
have gone from an auxiliary part of a company to a companys focus, the
demand for in-house talent has grown.
The ensuing description of career tracks provides a general introduction to the
range of opportunities in Web development. Keep in mind that job descriptions in Web development are fluid, and that the same title can mean very different things at different companies.
Web Design
Web designers create the look and feel of a website. They design logos, banners, and other graphics; determine where to put text; and structure a sites
navigation. Designers must consider download times as well as aesthetics and
functionality. They also work closely with the marketing team and branding
experts to ensure that a site conveys a consistent image. Smaller organizations
that lack the budget or inclination to maintain a website themselves frequently
outsource the design function.
16
Web Programmers
Programmers turn the Web development teams concepts into a functioning
site. They must know HTML, the basic coding language of websites, inside and
out. Most are experts in more sophisticated programming languages such as
Java, JavaScript, CGI, and Perl. Programmers should also have experience with
Web development tools like Dreamweaver, Flash, and Cold Fusion. Such languages and tools enhance websites with animation, sound, interactive games,
online forms, and e-commerce functions.
While highly technical coding knowledge is essential, programmers also must
have a strong understanding of user interface design. They need to know how
people use and interact with their computers.
O N
T H E
J O B
Web Production
Web producers play different roles in different organizations. In some cases,
they code a sites text and graphics. In other cases, they coordinate across
departments to make sure a website works. That is, they make sure links lead
where they are supposed to lead, that online forms function as the programmer intended, and that everything else on the site does what it should.
Producers also track user behavior and work with other departments to incorporate what they learn into the sites general operation.
Content Development
Content developers often work out of the Web production department. They
create the contentwhether text, audio, or video clipsthat visitors see when
they access a website. Content developers write, edit, shape, and publish articles, features, and other information on a website. They also work with programmers to define and build extra features such as salary calculators or interactive games. Often, content developers are responsible for the look and feel
of a particular area within a site, adding information and moving it around,
sending newsletters to users, and so on.
Project Management
Project managers lead teams to get things done. They set production deadlines
and make sure everyone works together. Project managers may lead discrete
projects, such as adding a community function to a website, or oversee wider
areas. In many ways, the project managers role is similar to that of the producer, but on a lower level. The role requires excellent communication skills, a
strong technical background, financial planning ability, and management experience.
Systems Administration
The systems administrator is the IT professional responsible for maintaining
and servicing an organizations server, hardware, and software. Systems administrators look after the security of the computer system and how it interfaces
with the Internet service provider.
An e-commerce site may also have a technical administrator for its transactional software. The programming behind online transactions is far more complicated than for standard Web production. Security and technology issues are
the main concerns of technical administrators. They ensure that e-commerce
transactions run smoothly and dont bog down other Web applications.
17
J O B
T H E
O N
Business Development
From affiliate programs to revenue-sharing agreements, dot-coms build their
businesses around partnerships, which can expand a companys network geometricallydirecting traffic to its site, building its brand equity, and opening it
to new markets and revenue streams. Business developers initiate and negotiate
these important relationships.
Often the biggest challenge facing business developers is negotiating the terms
of partnership deals. In the Internet industry, negotiating can be especially
tricky since theres no standard for valuation. Many Web companies barter with
partners by trading content or swapping advertising space. Getting another
company interested in a partnership is just the beginningdrafting a contract
and negotiating its terms can drag on for months.
Other Opportunities
Internet companies hire significant numbers of people into marketing, human
resources, finance, operations, and general management. Such roles tend to
resemble their offline equivalents. People with Web skills and experience at a
dot-com may find it slightly easier to break in to an Internet company, but
those with a substantial offline track record shouldnt have too much trouble.
18
O N
T H E
Senior Producer,
Director Level
J O B
Age: 29
Years in business: 5
Education: BA in Literature
Hours per week: 40, 8:30 to 5:30, but as we ramp up my hours will increase
here and there as needed.
Size of company: 15 people
Special Skills: HTML. Anybody who wants to work in this industry, especially
on the production management side, should know basic HTML.
Annual salary: $85,000 plus stock options plus performance or signing bonus,
depending on role. I dont have any benefits right now, but well have those in
a couple of months.
What do you do?
I work in between all the different departments. In general, I work with the
engineering, editorial, marketing, sales, and design departments to pull things
together and I develop, implement, and launch new content on the Website. I
report to the VP of Product Development. Some of my projects include hiring
a production artists, developing processes for producing all the graphics on
our site, and working with the sales team to implement our commerce relationships.
How did you get your job?
Previously, I was a producer for a media company. I took some time off to freelance, and during that time a friend passed on some information about this
new company. She knew the people here, knows the industry really well, and
thought Id fit in well. I wrote to the VP of Product Development and mentioned my friend. We e-mailed back and forth for a couple of months. After we
got to know each other, and after meeting them and finding out what they
were doing and how they were working, I got very fired up about both the
company and the people. Part of the excitement was that it was a start-up.
19
J O B
T H E
O N
What are your career aspirations?

Im not sure. I think Id like to work with some established players, but for the
time being, I really like small companies. Right now, I like working with small
groups of people. I really like the start-up environment. But sometimes I think
itd be a lot of fun to consult; that would give me the freedom to work with a
lot of different kinds of companies.
What kinds of people do well in this business?
In my job, people who get along with all different kinds of people and people
who really like people. If youre not a people person, this job isnt going to be
a good fit. The best manager I ever had, when I asked her what her secret was,
she said the secret is to love everyone. At first I thought that sounded corny,
but thinking about it, I think that makes perfect sense. You really need to be
open-minded and open-hearted to be a good manager. Also having no fear
when it comes to technology and being able to jump in and figure out what
you need to figure out is an important skill.
What do you really like about your job?
I like getting to work with all different departments. Im fascinated by the engineering and programming side of thing, but I dont want to be a programmer;
Im fascinated by design, I love to read about it and learn about it, but I dont
want to be a designer; Im really interested in market research and marketing.
The more I know about other areas, the easier it is to do my job. And I like
being a part of something thats fulfilling users needsa product that really
offers a service to the users. Also its a fun industry.
What do you dislike?
Its hectic sometimes; theres a lot of flying by the seat of your pants, and I
tend to like a little more structure. Sometimes it can be really long hours and
stressful deadlines. Flying by the seat of your pants is exciting, but you have to
be a risk-taker.
20
What is the biggest misconception about your job?

Its not a design position or engineering position or marketing position; job
seekers may think it takes less experience or is easy to get into it, but thats not
the case. It takes an understanding of how users use a site, how the site is put
together. Its not just people skills and scheduling skills. Another misconception might be that people think if you work in the Internet industry, you have
to work really long hours or you get paid huge amounts. I think that just
depends on the company. A lot of it depends upon what section of the industry
and the general climate of the company.
O N
T H E
J O B
Looking back on your career or job search, what do you wish you
would have done differently?
I would have spent more time really researching the market and finding out
what companies are out there. I was pretty systematic, but I think I could have
been even more systematic. I looked at a range of companies, but I wish I
could have looked at a little bit more within each range. I also would have
done more background checks on the companies.
How can someone get a job like yours?
It depends upon who that someone is. I think that a lot of people go for a job
like mine by starting doing HTML, building Web pages, working as a production assistant. A lot of people start in editorial. There are also low-level project
manager positions. Since theres so many start-ups, especially in San Francisco,
theres a lot of companies looking for people to help do research and get certain projects off the ground, and thats a good way to get in the door. For people looking to make a lateral move and change industries, certain skill sets are
goodworking with lots of different departments, project management skills,
having particular expertise, such as having experience with membership development. You also really need to know the Web, know how it works, know who
the players in different areas arewho the content players are, who the e-commerce players are, and why theyre important. Its also important to have a passion for the work, but I think thats true of any job.
21
J O B
T H E
8:00
O N
A Day in the Life of a Senior Producer
9:00
10:00
12:00
1:00
4:00
Its nice and quiet; I go through my e-mailtheres usually 25 or 30,

but I suspect the number will increase. I keep a running list of projects
and add new projects into my list. Today, we have a freelancer coming
in to do some production. Were building a new test interface; my job
is to get him up to speed on what he needs to do.
My boss is going out of town next week, so we spend an hour going
over what needs to happen this week and next week, and create a
general schedule of what needs to get done this month.
Put together an analysis of design companies for a redesign of the site.
I send out an e-mail to people I know who are interface experts, and
then go to agencies I already know and put together a spec sheet with
names of companies and recent projects, and explain why or why not
theyd be good to do our redesign.
Lunch. Thai food with my boyfriend, who works downtown; once a
week or so well meet for lunch.
I manage the production schedule on a two-week cycle for getting new
content up live on the site. I need to make sure everybody has what
they need to be able to get their piece of the job done in the next two
weeks. I track what new content is coming down the pipeline. This
involves building a big chart with all the pieces of content listed.
Theres about 15 stages of production, and I create a list for everything
and make sure the sales people know what the content is so they can
sell it and make sure the production artist knows what it is, so she can
stay on top of the graphics.
Part of my responsibility is user testing. I look out for the users best
interest and make sure the site is working for the user. I make sure the
usability and structure is working. That plays a part in almost every
thing I do; Im always checking to make sure that when were developing a plan for implementing automotive-related sales stuff, its going to
make sense from the users perspective.
22
T H E
J O B
Age: 24
Years in business: 2
Education: BA in Computer Science, San Jose State
Hours per week: 45 to 50 hours, but its up and downsome weeks way more,
some weeks less.
Annual salary: $75,000 plus options
O N
Software Engineer
What do you do?

Im a software engineer in a media company. At my previous company, we created software and sold it. Here we create software to help the writers and
designers do their work better. I do some JavaScript on the website.
Through a friend, someone my brother knew. I hadnt send out any resumes
and I wasnt actively looking, but I was getting a little bored at my last job, so I
was thinking about looking. Also I had to commute.
I havent thought that far ahead. I dont think Im going to be programming
all my life, though. I dont think I can sit 13 hours a day staring at a computer
all my life. I want to retire early and relax all day and pursue hobbies.
When I first got out of school, I thought I wanted to work in a research lab to
make things that could change the world. But its not that easy; you have to sit
through a bunch of meetings and deal with management and people you dont
like. I think Ive gotten a little more disgruntled. Before I retire, though, I
think Id like to own my own company rather than work for someone else.
Brilliant people. People who are truly intelligent. Dumb people can make it
also. Theres a lot of factorsdumb luck, people skills. Ive met a lot of brilliant people without any social skills, they may not make it. Competence is the
main thing. Id rather work with somebody who I know will get the job done
and is fairly easy to get along with.
23
J O B
T H E
O N

When I work on projects, I get a sense of completion when Im done. I have a
short attention span, and I like to work on a lot of projects. Here were a fastmoving company and theres never a lack of projects.
Right now, at the size my companys at (260 people), were kind of in a transition phase. Were not small enough to be a start-up, but were not big enough
or [structured enough] to make our lives easy. Its grown by 100 people in four
months. Youve got more meetings, theres growing pains. It will get worked
out, it just takes time. You cant yell across the cubicle the way you once could.
People who dont know anything about programming think its really complicated. Not that it cant get complicated, but you can do things in an hour that
makes somebodys life way easier. Really, though, its just a languageonce you
speak it, it lets you do things that, if you dont know how to speak, seem impossible.
I havent worked that long or searched that hard, but bargaining and negotiating skills are useful. When you come to a company, youve got to try and get
everything you can up front, which I didnt always do. You have to look out for
yourself.
Study computer science in college and keep your ears open. Talk to people.
24
11:00
12:00
12:30
1:30
2:30
4:00
6:00
J O B
10:00
I usually arrive between nine and ten. I check my voice mails and
e-mails to make sure nothing has blown up. (Thats a joke.)
Begin working on my projects. So what I do is I sit in front of my
computer and code. Once in a while theres a random meeting I have
to go to.
If somebody put a video camera on you (when youre working in this
job), theyd think youre really boring. But programming is like putting
a puzzle together. Its a language. If you dont know programming, its
like you dont know Greek. If you know it, its like writing a story. But
its not really a random story. Its like youre in school and someone
says write about your summer vacation and make it dramatic.
Someone in marketing or your boss will tell you what they want the
program to do. They want a picture to sing and dance, for instance, or
a database to make something easily retrievable. You work within these
guidelines to make it work. If you write a program, you know if it
works. If it works, people can use it and hopefully it will make their
lives easier.
Lunch wherever.
Hopefully youre not working on a project that gets cancelled once its
done. Specifications change, there are marketing reasons that lead to
cancellations. Projects start and stop.
With programming, you get a project and you have a feeling of
satisfaction when you finish it. Then you go home and the next day you
start a new project.
Sometimes Ive got to go around and talk to people to get the stuff I
need to get my program donea database, whatever. Sometimes its
the project managers job to get this stuff for you, other times you go
and do it yourself.
You dont work as a lone island, you work with a bunch of other people
and theyve got to get their stuff done too. Most of the projects Ive
been in on, Ive done most of my own work. But programmers often
work as a group to write on a piece of code. They need to agree on
naming conventions and function calls (a programming language
which is a way to retrieve information) to make sure it all fits together
and you can read the code others create.
T H E
9:30
O N
A Day in the Life of a Software Engineer
25
J O B
O N
T H E
Director of Marketing
Age: 34
Years in business: Three years at a pure play Internet company, three years at a
high-tech company in the telecommunications industry.
Education: BA in Economics, UC Irvine; MBA, Cornell
Hours per week: Thats changed a lot. I used to work probably 65 to 70 hours a
week, and now I probably work 50 hours a week. Its gone down as the department has staffed up and weve gotten to be a bigger company; youre not
under as much pressure as when youre early-stage.
Annual salary: It started low; I chose to take more equity. Now its $85,000 to
$100,000 plus options. My counsel to anybody whos going to work for a startup: you should not look for salary but try to get as many options as you can.
Youre a venture capitalist at that point, and your portfolio is yourself. Youre
investing in yourself. Your fund is a fund of one.
What do you do?
My jobs changed a lot; early on I was doing everything from partnerships to
distribution that would get us an online presence, and even working with
advertisers to leverage their channel presence. My real focus was anything
around the branding and positioning of our site. I did the PR, advertising, and
affiliate program. More recently, Ive focused on consumer marketing. What
Im in charge of is the brand: what is the brand and what is the identity? Im
also responsible for driving traffic to the siteacquisition. Finally we have
three advertising agencies I manage.
26

I found my company through a colleague who was a seed investor. I joined
about two weeks before the site launched. Theyd been working on it for about
ten months at that point. I led the marketing effort by myself; for the first six
months I did it by myself before I hired on PR and others. It was another six
months before I hired on a marketing manager.
O N
T H E
J O B

I made a decision after business school that I wouldnt work at a company that
I wasnt interested in. Id rather work places where Im passionate about what
Im doing. I think Ill spend the rest of my life in small companies. When I join
a company, Id like it to be under 100 people. I think Ill stay as long as its
interesting. Ill do something on the marketing side, maybe international marketing, maybe business development. The model of my company is fairly transferable to other vertical markets.
Being in a successful company with a four year vesting period, if you walk away
youre leaving a lot on the table. I liked this job most when we were 60 people
up until we were 100 people. Right now though Im learning a lot from the VP
they brought in, who was a classical packaged goods marketer.
People do well who can get things done, who can work well with other people,
and who can work independently. Theyre good to work with, theyre people
you respect. You have a bunch of people who have different focuses from their
past experiences, but you respect their view points. Theres a common respect
for your peers in a small company thats really important. You cant be a prima
donna. You have to be really scrappy in how you work, you have to be smart,
you have to work really hard, and you have to be really passionate.
Its really feeling good about what Im doing and the skill set Im using. At
Internet companies people are creating these entirely new markets, and thats
where the opportunity is. Always look for the biggest, fastest growth opportunity, because thats where youre going to have the biggest growth potential.
The thing that makes me really excited about my job is both the product and
what Im doing, but also the environment. We make decisions quickly and
things get done. Anytime a company gets big, youre in danger of losing some
of that.
It can be frustrating that you dont have the resources to do what you feel like
you really need to do. The long hours can be frustrating and you make serious
family, health and fitness, and personal sacrifices. Id say theres a level of
uncertainty that some people can be uncomfortable with, but I really thrive on
that.
27
J O B
T H E
O N
The hardest time is now. Weve never been under more pressure than now that
were public and have shareholders looking over our shoulder. You start counting pennies again, like you did when you started out. In this sector, you need
to make the profitVCs are a lot more forgiving than the shareholders are.
One, that its rocket science. People often ask me, whats the silver bullet?
They think theres some really complex quadratic equation for how to make
this work. Its really just being a smart marketer and applying yourself to a new
market.
On a broader basis, as a brand builder, what Im doing is very transferable. Its
the classic, reach the channel, build the brand, get the positioning right, have
the reach and frequency thats going to get to your audience, know who your
target audience is.
But then theres certain parts of my job that are very specific to this industry:
how deals are structured, how to do a portal deal, and so onstuff you dont
know unless you work in the industry. Theres a subset of the larger skill set
that I guess is rocket science.
On the other hand, contrary to that, I think some people have the misconception that this is easy.
The thing that I did well is I did my homework on the company and the
founders and the people Id be working with, and I made a good decision.
Know who youre getting in bed with. The thing I probably could have done a
better job at is negotiating; I think I could have negotiated a better deal.
Knowing what I know now about how an early-stage start-up has trouble with
staffing, if youve got good skills, youre in a very strong negotiating position.
28

I think the best thing to do is get out there and leverage your network. Read
trade magazines. I get headhunter calls all the time, and I havent found that a
very effective way to find a job. Theres an exciting element to finding a company on your own; its almost like coming across a gold nugget in a stream
somewhere when youre out hiking. If you want to go to a company thats like
ten people, its probably not in any trade magazines; if you want to go to a
company with 60 people, you can find them in the trade magazines. If really
early-stage, its all about networking.
1:00
3:30
4:00
J O B
9:00
Im trying to think of a typical day. I typically come in between 8:30

and 9:00 in the morning and try to catch up on e-mails left over from
the day before and clear up my voice mailI tend to get a lot of voice
mail. A lot of people contact me about partnerships and that sort of
thing. Many Internet companies are so e-mailbased, its like a leaky
boat youre trying to catch up on all day long.
I might have a meeting with product management people to talk about
some feature for the site and how were working with marketing to
improve converting people.
Meet with the ad agency to review a creative brief or look at some layouts for ads or review boards for a TV ad.
Return phone calls.
The time I have is pretty limited. I have three people who report to
me. I spend about 60 percent of my time reviewing stuff and talking to
people, and 40 percent of my time doing stuff related to specific
deliverables that I have, such as writing copy for something were going
to do in house or putting together a proposal to the company who
bought us about how we might link our sites together.
T H E
8:30
O N
A Day in the Life of a Director of Marketing
29
J O B
T H E
O N
Content Production
Manager
Name of industry: Internet/New Media
Name: Fifi Melville
Job title: Content Production Manager
Age: 29
Years in Business: 2
Education: BA in English/MFA
Hours per week: 50, 8:30 to 6:30
Size of company: 50
Certification: None
Annual salary: $45,000 plus stock options
What do you do?
Basically, I enter new articles and new content into an editorial tool. I edit the
articles, I manage projects, I write specifications for projects, I manage a team
of three editors and ensure that we meet our deadlines, the workflow goes
smoothly, and the other editors dont spend an excessive amount of time chitchatting, which they like to do. I interact with the marketing team to make
sure their needs are being met. Were kind of an e-commerce site that has content; our content supports what we sell. We want to make sure our content supports our merchandise. Even if the content is not directly aimed at selling
products, we want it to interest people in our target audience.
Most Internet sites that have articles have editorial tools to help us enter information, edit them, link them to appropriate places on the site, and to preview
them on an intranet that looks like our site. That content then gets pushed to
the live site. So were actually not working on the live site, which could cause
quality control problems; were working on a closed site that gets dumped to
the larger site.
30

I was originally hired to do customer service. I was able to write sentences, so
they moved me to the editorial department. Ive been there a long time; I
know where all of our content is. I know about all the information we have and
all about our product, and thats enabled me to move forward in the company.
O N
T H E
J O B

I enjoy what Im doing, but I think in the future Id be interested in becoming
a producer. Basically, I think producers within the Internet have a lot of influence over how a website looks; they can conceive of and manage projects from
beginning to end; and they can influence the whole user experience in a way
writing copy doesnt. Aside from people who do marketing, I think theyre the
real decision-makers within the Internet. Theyre also relatively well compensated for their time.
People who can work very fast. Getting things done is a lot more important
than quality, but if you cant get things done in a quality way, it really comes
back to haunt you. Youve got to understand what youre doing and understand Internet timegetting things done very fast and independently. Youve
got to work with other people, but you cant look to other people for guidance.
Youve got to intuit what they want and execute on that, because people are
very busy, things change very quickly, and projects are conceived and executed
at a speed thats very unusual in the offline world.
I like that Im writing things. I also like the part of my job where I influence
the decisions that are made.
I dont necessarily like the nuts and bolts of content management. Im good at
it, but once you figure out how to do it, its very similar from day-to-day.
What is the biggest misconception about this job?
I think that some of the people at work think that the content management
tool works better than it does, and they think I can do things very quickly that
are perhaps more time consuming than they imagine. I dont think people at
work realize that I do know HTML very well. They tend to think that things get
done at the push of a button.
Looking back on your career and job search, what do you wish you
had done differently?
I actually think that I was very lucky. I cant say that I would have done anything very differently. I went from a very entry-level job to a job with a lot of
responsibility, managing other peoplemanaging people who have significantly more editorial experience than I do.
31
J O B
T H E
O N

If youre very determined right now, its not that hard to get a job in the
Internet. Youve got to send out a good e-resume. If you want to be an editor,
you really need to copyedit your resume. People really want to see a resume
thats really nice. People want to see that you can write; Im not necessarily
looking for more Internet experience. Include links to stuff youve written on
the Internet. Follow up with people. If you do go to a job interview, seem really
excited about working at the place. Do your homework; know what theyre
doing and learn about their focus.
32
1:00
1:30
3:00
6:00
7:00
J O B
9:30
Check e-mail, respond to e-mailprimarily work-related e-mail. Often

people ask me questions about content; I answer their questions. Then
I check in with the three people I work with and see what theyre up
to, make sure theyre going to meet their deadlines; sometimes I shuffle them around to a new project.
I put articles into an HTML format; I know more HTML than others,
so if something has tables, I generally do that. I do a lot of troubleshooting that others cant do. I edit articles. We might have several
articles on a page, and that page might be related to a certain topic.
Say we have ten articles on bicycling, we only have six on the page. I
might move some articles that are on the page around; I might put
back articles that havent been on the site for awhile.
Generally I get a sandwich and eat it at my desk.
Sometimes I have meetings. Marketing has a promotiontheyre
running banner ads about bicycling. They want to make sure we have
new content on bicycling, and they want to make sure that if your
article on bicycling talks about safety, theyre running ads about helmets. We might also discuss the target market, the pictures were
associating with the articlethey might not want pictures of seniors,
for instance. Basically we work out what the marketing and editorial
content is going to look like, and what will best advance our companys
purpose. If I think marketing is going too far, I call them on it; but
generally, we sell products that are good for people.
Work on our newsletter. Our newsletter is in HTML; we also do a plain
text version for those who have a plain text e-mail reader. Basically, I
write the introductory portion to the newsletter, then I find recent
articles on our site that relate to my introduction, then I put links in
the newsletter to those articles. We also have real content in the
newsletterwe might have five tips on bicycle safety. We also have
some sales informationwe emphasize products related to content as
well as special offers.
Then I send out test copies of the newsletter to myself and do some
QA [quality assurance] because often they dont look like theyre
supposed to. Then I set the newsletter to be sent out to our entire
database of subscribers at a certain timesay midnight.
Go home.
T H E
8:30
O N
A Day in the Life of a Content Production Manager
33
34
The Workplace
One of the great things about this industr y is that it is
impossible to predict five years out.
35
W O R K P L A C E
T H E
Lifestyle and Hours

A typical Internet workday goes from 10 a.m. to 8 p.m. Or from 7 a.m. to 5
p.m.. Or maybe even from 10 a.m. to 11 p.m. Okay, there is no typical workday
in this business, just as there is no typical business in this business. Some lucky
entry-level employees might be able to count on a 40-hour workweek, but most
dot-com employees say they put in upwards of 50 to 60 hours per week. And,
says one insider, Thats if you dont count hours spent worrying and thinking
about the job when Im not actually there. The laptops, modems, and cellular
phones that are ubiquitous among Net personnel only compound the daily
grind, turning weekends and vacations into productive work opportunities.
With impossible deadlines that can shift at any time during a project work
cycle, its difficult for even the most conscientious Internet worker to plan
extracurricular activities. Of course, many insiders consider their work to be
the most exciting thing in their lives. Even some of the youngest companies
offer outings, on-site gyms, interoffice competitions, regularly scheduled parties, or some such organized way to help workers let off some steam and regain
a little sanity. Outside hobbies are encouraged, as is the personalization of
workspace. (And were not just talking about Star Wars action figures on cubicle dividers.)
Culture
36
With all due respect to Dilbert, there is no one kind of Internet employee. All
kinds of people get into this business, says one insider. Along with programmers and, yes, nerds, there are advertising and marketing people, writers, salespeople, and more. But certain cultural norms do prevail, whether were talking about a four-person start-up with regularly scheduled water-balloon fights
or a thousand-employee multinational megasite. The quicksilver nature of the
business tends to attract sharp, forward-thinking individuals who enjoy the risk
the Internet poses. The heavy workload also encourages the smoothing over of
differences between employees and teams with competing interests. Petty grievances usually get pushed aside by a sincere were-all-in-this-together ethos.
Besides, many Net workers will tell you they simply dont have the time to stab
their colleagues in the backtheyve got a deadline.
W O R K P L A C E
The issue of high-tech workplace diversity is a hot one, and the Internet is,
unfortunately, no exception. While its true that the Net has provided gainful
employment for many unusual, free-spirited, tattooed, and pierced individuals
who might not have found the chance to thrive in more traditional work environments, the face of the industry does appear to be overwhelmingly white.
Jesse Jackson feels so strongly about the industrys racial inequality that he
announced in the spring of 1999 that he is investing $100,000 in Silicon Valley
companies in hopes of participating in a form of shareholder activism. Many
industry insiders think it will take more than consciousness-raising to integrate
the Web, while others maintain that theres more diversity online than off.
T H E
Workplace Diversity
The trouble, they say, starts at the higher levels, where the need to produce
and produce quicklyleads to reliance on good old-fashioned American cronyism. The cost of a wrong hire can be much more than in a traditional company, explains one insider. Instead of a project that needs to get done in a year,
youve got three months. And its got to be great. By hiring friends and friends
of friends, you can take some of the risk out. Open up any industry magazine
and nearly all of the faces staring out from the pages belong to white men.
Which is not to suggest that minorities or women should shy away from careers
in cyberspace. On the contrary. This is an industry for trailblazers, and many
women, African Americans, and others have gone at the Net businesses with
the same DIY attitude with which their predecessors broke into corporate
America.
Its not very racially diverse, says a nonwhite woman at Internet company. A
lot of people feel they dont fit in, or they dont feel welcome. However, this
industry is good, because its based on skills. I dont think employers discriminate on purpose, but people from diverse backgrounds often dont have the
technical skills. Once they do, they can get good jobs. Others say that communication can be a factor in the industryInternet employees speak a specific
language with plenty of buzzwords, and those not versed in that language can
find it hard to break in or understand whats going on once they start.
37
W O R K P L A C E
T H E
Opportunities for Women

Our insiders note that although there may be many representatives of the
nerdy boy archetype left over from the early days of hacker culture, opportunities for women in the online world are there for the taking. All over the
Internet, women work as programmers, product managers, HTML coders,
directory managers, writers, editors, and artists. Some women even run their
own companies.
Though they may not get nearly the kind of press coverage lavished upon their
male counterparts, by and large women on the Web do not report the kind of
overt discrimination their mothers did when they tried to enter previously male
professions like insurance adjusting, auto assembly, or construction. And due
to the highly collaborative nature of the business, men who cant deal with
women in a professional manner wont get very far. Nevertheless, some
womens cultural conditioning may be holding them back, in that they are less
likely than men to try for jobs for which they feel underqualified. The truth of
the matter is that the industry is so new that nearly everyone is underqualified
to perform his or her job in some way. A touch of a traditionally unfeminine
trait like aggressiveness is often a wired womans best friend. Things change so
fast, says one insider. If you dont beat someone to the punch with a new
topic or idea, you lose.
Vacation
Employees are unlikely to see more than 12 to 15 official vacation days per calendar year. That figure does not take into account the potential comp time
workers may be eligible for if they put in particularly long hours during a
launch, redesign, or business cycle. Some workers take their vacation time in a
lump, often adding additional days from their own pockets to achieve their
dreams of a Tibetan trek or a wine-and-biking tour of Tuscany. But most take a
day here, a long weekend there to recharge their batteries, meet some new
physical challenge, or maybe even relax.
38
W O R K P L A C E
Compensation for online positions varies widely depending on skills, company

size, industry, and location. Those working at dot-coms almost always have
stock options as a significant part of their compensation. Many also receive
bonuses. The following ranges are general guidelines for starting salaries.
T H E
Compensation
Web Designer: $35,000 to $50,000

Content Developer: $30,000 to $55,000
Web Programmer: $45,000 to $95,000
Web Production: $30,000 to $60,000
Producer: $40,000 to $60,000
Project Manager: $35,000 to $50,000
Systems Administrator: $50,000 to $73,750
Business Development Associate: $35,000 to $55,000
Source: WetFeet.com research and estimates.
Career Path
As of yet, there are no established career paths in the Internet. Most companies and employees are figuring it out as they go along. You probably wont be
able to predict where youll be five years out. Many in the industry have big
aspirationseither to start their own company or to gain more control over
their companys strategic directionbut how and when these things will come
to pass is rarely set in stone.
The fact that the industry and most companies in it are growing like crazy
means youre unlikely to get stuck in the same job for any extended period of
time. This flexibility allows people to move up quickly. The industry is filled
with managers and VPs in their twenties who filled managerial vacancies created by the industrys warp-speed growth. One insider advises, Just get your foot
in the door at any Internet company. You can move up really fast in this industry because it is growing so fast.
Though many Internet job titles are arbitrary, most companies are divided up,
and their departments have heads or directors. The rigidity of the food chain
usually depends on the size of the enterprise. Of course, the staff of a threeperson start-up is more likely to have overlapping responsibilities than the staff
of a multinational megasite. An administrative assistant at a smaller company
39
W O R K P L A C E
T H E
might be known to the outside world as the vice president of operations. And
with no clear career trajectory, todays entry-level assistant may very well be
tomorrows (literally, tomorrows) director of something or other.
Interestingly, many people say that the same things that brought them to the
industry may also lead them to leave it. Burnout, the ever-changing nature of
the industry, and the desire for a more normal life are all mentioned by insiders as reasons they expect to be out of the business within the next five years.
In five years, offers one Web designer, Id like to be great at something else.
In three years, Id like to be leaving the field for another creative job. Adds
another very young insider working at a Web portal, I plan to let my stock
options vest, so I can pay off my student loans, reinvest, travel, and then either
go back to school, travel more, start a business, or find a company where I can
work from home.
Opportunities for Undergraduates
Undergrads might start as interns, but theres plenty of room to grow. Many
more established Internet companies, such as Amazon.com, have created formal recruiting programs to target top undergraduates. Many people start in
the mailroom or customer service and, by proving themselves there, quickly
move to higher positions. Web companies are often pure meritocracies, and if
you can prove yourself, your company will advance you on your career quicklytheres no time to find somebody else to do it. Even if you have trouble
breaking in, keep trying. As one insider puts it, it doesnt matter if theres an
opening or not, just be persistent.
Opportunities for MBAs or Advanced Degree Holders
MBAs can find jobs at Web companies in finance, business development, product management, and marketing. Quite a few start companies, too. As the
industry matures, MBAs are finding more and more opportunities. This is particularly true at newly public Internet companies that now must answer to
investors.
40
Opportunities for Mid-Career Candidates

Mid-career professionals can do well in the Internet industry in a variety of
positions, though age sometimes works against them. That said, as the Internet
matures, experienced professionals are finding plenty of opportunities. Net
companies need savvy managers at all levels. Those with experience in industry
will find increasing opportunities as companies mature.
W O R K P L A C E
The Future Is Ours. Its been unbelievably cool to see the industry evolve in
front of my eyes the last few years, notes one senior manager who oversees ecommerce products for a major Web portal. But taking ones career to the
Internet means not only being a part of the future of a dynamic business, but
also being a part of the future. There really is an information and commercial
revolution going on, explains another insider. Every day some entrepreneur
sits down and figures out how some current non-Web tasklike keeping track
of your daily calendar, or making brochure printing more efficientcan be
improved by bringing it onto the Web. To be able to quickly see how an industry or task can be turned upside down by the Web is incredibly compelling.
Web workers get to decide how were all going to live, work, play, and communicate in the future. And they think thats pretty exciting. One of the great
things about this industry, confides yet another insider, is that it is impossible
to predict five years out; the most important thing is to help create the future
yourself.
T H E
Insider Scoop:
What Employees Really Like
Smart, Interesting People. Many insiders cite the intellectual stimulation

they get from their work and their colleagues as their favorite part of their job.
Spending the day surrounded by smart, interesting, hardworking people is
another big benefit for graduates who worried that Pomp and Circumstance
signaled the end of their intellectual lives. Reports one insider, Because people in this industry are demographically kind of homogenous (age wise) but of
completely different backgrounds and skills, theres a lot of interesting dialogue. For some Web workers, great colleagues can help mitigate long hours
and (sometimes) repetitive tasks. In addition to making life bearable for each
other at work, many Internet employees hang together outside the office.
41
W O R K P L A C E
T H E
Good Pay, Good Benefits. With some obvious exceptionsstart-ups that

cant pay their bills, faltering businesses that dont want to pay their bills
most insiders rate the pay and benefits at Internet companies as pretty high,
certainly above average. To avoid the cost of high turnover, many companies
offer generous health, vacation, and meal plans. Salaries depend on individual
skills and demand, but most workers find that their work satisfaction, pay, and
stock options or purchase plans compensate them well enough. Stock options,
of course, are a bit risky; thousands of shares in a company that never earns a
dime dont represent a good investment. However, in todays overheated market, the potential financial rewards for even the lowliest stockholding employee
are enough to keep many Internet workers happy.
The Autonomy. The industry-wide tendency against handholding and micromanaging means that employees are often able to direct their own projects.
And some Web-based companies are so small that they simply dont have the
personnel to do everything by committee. Says one account executive, Im the
only salesperson east of the Mississippi and am helping to start an office in
New York City. It feels like its mine to win or lose (in actuality, it probably really isnt) which is very rewarding. The pace of the business means that theres
really no time to run every decision or choice by a committee. Trust is key, and
Net employees get to take creditand blamefor the choices they make. I
like that you can own as much of the finished product as you want, explains
another insider. Its really true that given enough time, one person can do it
all.
42
W O R K P L A C E
What Life? While insiders gush about how much they love what they do, many
lament that they have trouble getting to do anything else. To a certain extent,
most Internet companies have tried to compensate for the long hours and
extreme dedication of their employees by organizing parties and staffing onsite fitness centers. But even the cushiest benefits package cannot fully make
up for the time invested in the 50-, 60-, and sometimes 70-hour workweeks that
are common in the industry. Even those who dont clock that much time say
they spend a great deal of their free time thinking, worrying, and absorbing
information about the business. The long hours take their toll, and some insiders doubt whether theyll last for a couple more years, let alone the long haul.
T H E
Insider Scoop: Watch Outs!
Constant Change Equals Constant Stress. In most industries, lulls between

busy periods give companies time to strategize and workers time to recharge.
But at many Internet businesses, the pressure never lets up. The constant
change does get stressful, even if you are used to it, explains one insider.
Sometimes I just want to slow down a bit and do things right rather than fast.
The Web Is My Master. Although many Web workers acknowledge the cachet
that comes from being in the forefront of the technology revolution, many
wonder if furthering the Internets pervasiveness is really an admirable career
goal. I often consider about how much e-commerce is really helping the
world, wonders one insider. A lot of Web-sters got into the field because they
were fascinated by the Internets potential for enhancing communication and
human interaction. Industry flux has put many of those people in positions in
which the technology has become an end in itself, rather than a tool.
The Autonomy. No man is an island, but sometimes I feel like a peninsula,
says one young account executive who works alone out of his companys satellite office. When you fly by the seat of your pants, there isnt always room for
two. Its true that a team-oriented culture rules most established companies.
But many of those lucky and smart enough to land a challenging position
spend their days solo. This isolation can also extend to those who work as oneperson departments within larger organizations.
43
44
Getting Hired
Many insiders say you should get in somewhereanywhere
and then decide if its the best place for you.
45
H I R E D
G E T T I N G
The Recruiting Process

When embarking on a career in any field, its always helpful to be in the right
place at the right time. For an inordinate number of Web workers, that definitely holds true. Flexibility is key, and many insiders say you should get in
somewhereanywhereand then decide if its the best place for you. If you
find youre not learning what you want or moving up as quickly as you think
you ought to, its extremely common and fairly easy to make a lateral move;
you might find yourself performing the same functions but in an environment
that suits you better. Such moves are not as frowned upon as in more traditional industries.
Do your homework and surf around to get an idea of what kind of company
you want to work for. Is there a Net niche you want to fill? What kinds of projects and products suit your interests? Some insiders suggest finding a company
youre crazy about and contacting potential bosses directly. Read the papers to
find out which companies have recently gotten fundingthose companies are
likely to be spending a good portion of that money to add staff. Venture capital
firms are another great resource for finding companies that are in hiring
mode. Visit VC firms websites to find out what companies theyve invested in.
Some of the sites even list job openings at the portfolio companies.
Keep in mind that Internet companies vary considerably depending on their
stage of growth. An established, public company like Yahoo is utterly different
from a four-month-old start-up. While an established player may provide more
security and structure, its likely to be more bureaucratic as well. A small startup will provide little security, but may offer considerably more opportunity for
growth, not to mention the chance to play a role in building a company from
scratch.
46
H I R E D
Some Internet companies may not hire recent college graduates because of
their lack of experience. Most Internet companies lack formal training programs and thus dont have time to train fresh-out-of college recruits.
G E T T I N G
Special Information for Undergrads

Marketing assistants (and assistants of all kinds) are in very high demand, especially if they can show a willingness and a talent for flexibility. Since there is a
pressing need in the industry for warm bodies with sharp minds, you can pretty
much write your own ticket, but you have to know how to make your own luck
when it comes to finding the right company.
Special Information for MBAs

Individuals with business degrees can get involved in the Net through traditional consultant means. I was working on a big childrens multimedia project
which totally blew up so I had to get another job. I had a couple of friends
from business school who worked at Excite and I convinced them into hiring
me as a contractor. The contracting gig worked out nicely and I got hired on as
a full-time employee. Business degrees are especially coveted for marketing
and financial positions.
Note: Most business schools are restructuring their curriculums to meet the
demand for Internet-related business courses. Many now have business plan
competitions and serve as incubators for student entrepreneurs. When interviewing, play up any Internet-related courses you took or any entrepreneurial
endeavors youve been involved with.
Special Information for Mid-Career Candidates
Dont be surprised if a human resources department tells you youve got exactly what the position needsand then never contacts you again. Seemingly
more than any other industry, the Net is rife with job descriptions that change
midstream because companies change course that quickly. This is more likely
affect with experienced candidates, who are competing for positions that
require more than a heartbeat.
Contract work is another good way for mid-career candidates to break into the
industry. Offer your services to a company on a project-by-project basis. This
will give you an opportunity to show what you can doand to see whether the
company is a good fit.
47
H I R E D
G E T T I N G
Special Information for Technical Candidates

Knowledge of HTML and CGI is the bare minimum for programmers.
Experience working with databases or writing in Perl is a big plus. Another language thats good for programmers to know well is English--unlike some of
their counterparts in the software industry, most Web programmers work closely with nontechnical people. Finally, insiders tell us that examples of your work
are far more powerful than anything else. If you havent done any Web work,
spend a few hours writing a sample page using CGI and find some place to put
it online before you go looking for a job in this field. You might also want to
get a handle on XML (Extensible Markup Language). Depending on which
Internet expert you ask, XML will replace HTML as the gold standard sometime within the next three years.
Special Information for Design Candidates
For designers, Adobes Photoshop is the industry standard; to work as a new
media designer, you need to know it. You should also know HTML or be proficient with a design-oriented HTML authoring tool such as Macromedias
Dreamweaver. Knowledge of Illustrator is a plus. You should also keep up with
technology. Know what this weeks versions of Internet Explorer and Netscape
Navigator support, and what they dont. And as one creative director told us,
If a designer can interface well with programmers, thats a big plus. This
means that the more technically literate you arehow well you understand jargon and Internet protocols such as FTPthe better. More generally, being
excited about technology and the possibilities it brings to design is essential.
48
H I R E D
The interview process varies considerably among Internet companies, whose

HR departments tend to be small or nonexistent. That means normal employees are doing the interviewing on top of a million other things on their plate.
Many lack formal training in interviewing and thus wont follow classic interviewing strategies.
G E T T I N G
The Interview Process
As a result, be prepared for anything in your interviews. You might get interviewed in a supply closet because the companys short on meeting space. Or
your interview might get interrupted repeatedly because your interviewer is in
the middle of a product launch. The guy was totally unprepared for me and
was wearing filthy slacks, says one insider about a dot-com interview. Your ability to roll with the punches in such situations will speak volumes about your
flexibility as an employee.
Few Internet HR managers these days will bother with more than two rounds
of interviews, followed possibly by a quick handshake with the CEO. However,
companies that value teamwork above all else will usually include at least one
meeting in which employees interact with the candidate, the better to assess
potential personality problems and other obstacles to productivity.
The industry is known for its laid-back culture and casual dress. Depending on
the company, casual can mean anything from shorts and flip-flops to business
casual. Try to get an idea for the culture and dress style of the company before
your interview. As a rule, dress nice but not too nice. A three-piece suit might
scare off potential dot-com employers. I looked around his office and I saw no
one in navy, says an insider about being overdressed at an interview. I was
always taught to wear an updated navy suit.
Remember, the industry fills a large percentage of its openings through referrals. Many Internet companies offer attractive referral bonuses to encourage
employees to bring in new talent. Building a network of contacts in the industry will substantially increase your chances of landing a job. You should attend
Internet parties, job fairs, conferences, and any other events where lots of
industry professionals will be. Headhunters are another route into the industry. With so many dot-coms in need of talented employees, theyve taken on
increased importance. Identify local headhunters who specialize in placing
people in Internet companies, and then try to get a list of their clients and see
if any companies interest you.
49
H I R E D
G E T T I N G
Interviewing Tips
A college degree is not necessarily a prerequisite, but a genuine interest in the
field is. Experience or a specific skill will make it easier for you to get a job, but
theyre not always essential. After all, there arent many places to learn the necessary skills, and experience is often measured in months rather than years.
Still, companies wont take just anybody. Here are a few things you can do to
help you connect with the job you want:
> Impress your interviewer with your knowledge of and interest in the
industry in general and the company in particular. If youre interviewing
with a company whose website is central to its business, spend time
exploring it, and check out competing sites. Be ready to discuss your opinions about the sites, and come in with a few specific ideas for improving
the site of the company you want to work for.
> Pepper your interview responses with examples of times and places in
which youve shown initiative, pitched in, or stretched your own limits for
the success of a team project.
> Think of times youve rolled with the punches or overcome trying circumstances. This is especially important for career-shifters, but a diverse and
successful background can also add gleam to a recent grads shine.
> Be creative. Business on the Web is being reinvented daily. Interviewers
want to see that you understand the medium and are able to think imaginatively about the companys business. Play up any instances in which
youve come up with creative solutions to difficult problems.
> Never pass up an opportunity to tell your interviewer how flexible you
are.
50
> Dont forget to demonstrate that youd fit well in the industrythat you
are friendly, flexible, deal well with chaos, work hard, and get along well
with people.
H I R E D
When interviewing with an Internet company, remember that the interview is as much a
chance for you to interview the company as vice-versa. Internet start-ups are risky
endeavors. You may be taking a large portion of your compensation in the form of equity, and chances are good that youll be working long hours. You want to be sure you like
the people and are confident in the companys prospects for success. Heres a list of questions to ask in your dot-com interviews.
G E T T I N G
Grilling Your Interviewer
> What stage of growth is your company currently in?

Some companies might be in need of seed moneymoney to get the
business off the ground. Others may be looking for their first, second, or
third round of financing. A start-ups hiring plans and overall outlook are
directly tied to what stage of funding its in.
> Who are the company founders and what are their backgrounds?
Find out what the founders did before they started the company. How
successful were they? A start-up is very much a product of its founders
vision.
> Who are the senior managers?
If the senior managers come from big companies and have strong track
records, theyll attract better people to the companynot to mention the
attention of Wall Street.
> Who are the investors in the company?
This can tell you a lot about the viability of the companys business model.
The top-tier venture capital firms generally get first dibs on the best ideas.
> How does your company measure success?
Every start-up will have key metrics that it uses to measure its growth.
Some common metrics include page views, consumer members, businessto-business partners or customers, and revenue. In crude terms, your job
performance will be measured in terms of what you are doing to help the
company meet its key metrics.
> Who do you compete with?
This can help give you an idea of the market space a company is in. Have
any of its competitors gone public or been bought? Where is the
companys niche in relation to others in the market?
51
H I R E D
G E T T I N G
> Whats your exit strategy?

The exit strategy is how the company plans to give investors a return on
their investment. Its also how your stock options might make you money
someday. The IPO is the most common exit strategy among Internet
businesses; others aim to get acquired or bought.
> What is the staff turnover rate?
This industry is notoriously mobile, but an extremely high turnover rate is
a red flag. If lots of people are leaving, find out why.
Your Interviewer Grills You

Beyond probing your skills relating to a specific position, interviewers are likely to make
sure you are passionate and energetic, and that you can fit in to the company culture.
They are also going to want to get a sense of your familiarity with the Internet. Here are
some sample questions an interviewer might ask.
> Why do you want to work here?
> What area of the Internet interests you most?
> Where do you see yourself in three years? In five years?
> How long have you been on the Internet?
> What are some of your favorite websites?
> Whats your opinion of our website?
> How do you handle working on a number of projects simultaneously?
> What is your working style?
52
For Your
Reference
53
R E F E R E N C E
Y O U R
F O R
Recommended Reading
Among daily national newspapers, the New York Times and Wall Street Journal
offer fairly thorough coverage of the online business world. The Times
Thursday Circuits section is an in-depth, Internet-heavy package. The San Jose
Mercury News, Silicon Valleys neighborhood paper, closely covers the areas
high-tech developmentsin software, hardware, and the Internet. The Merc, as
its known to its readers, also offers a glimpse of what the lifestyle is like in one
of the worlds most wired locales.
A number of books have detailed changes going on in the Web World: Kevin
Kellys New Rules for the New Economy and The Cluetrain Manifesto by Christopher
Locke et. al. both explore how the Internet and new technologies are changed
how business is done.
A number of weekly and monthly publications report on the Internet and digital culture, including:
Wired
www.wired.com
Wired was known in its early days for cutting-edge stories and design. While no
longer so hip, it typically includes several longish articles with good insight into
a company or a sector of the Web.
The Industry Standard
www.thestandard.com
The Industry Standard is the Internets newsweekly; you can order one of its
many electronic newsletters to track all things Internet. Particularly useful are
The Standards numerous and easy-to-read charts that help readers get a handle
on the number of users and dollars flowing through the Web.
Red Herring
www.redherring.com
Red Herring seeks to explain the online world from an investors point of view.
54
Business 2.0
www.business2.com
Business 2.0, like The Standard, is tightly focused on the Internet. Its articles
tend to have more of a feature spin than those in Red Herring.
ECompany Now
www.ecompany.com
ECompany Now launched in May 2000 and covers ebusiness.
Who We Are
WetFeet.com is a career portalthe place people come to research their jobs
and manage their careers. Our products include our award-winning website
(www.wetfeet.com), our print publications, and our exclusive research studies,
such as our annual WetFeet.com Student Recruitment Survey.
WetFeet.com was founded in 1994 by two Stanford MBAs. We now have a team
of nearly 100 full-time and freelance people (not counting our network of supportive customers) who help us maintain our industry-leading position. Our
team members come from a wide variety of backgrounds, but we all share a
passion about the job search process, and a commitment to delivering the
highest quality product and customer service in the industry. To that end, we
guarantee our products: if youre not satisfied, just send this product back within 30 days of purchase, and we will refund your money.
Since we started the company, we have served millions of job candidates with
our productsin some cases by helping them nail their interviews; in others by
helping them to avoid ill-fated career decisions; and in still others, by showing
them how to add thousands of dollars to their compensation packages. The
quality of our work and our knowledge of the job-seeking world have also
allowed us to build out an extensive corporate membership program that has
attracted most of the top companies that recruit in the United States.
WetFeet.com is headquartered in San Franciscos South of Market district. You
can visit us anytime by surfing to our website (www.wetfeet.com), calling us at
1-800-926-4JOB (international callers, please use 415-284-7900), or sending email to comments@wetfeet.com. We would love to hear from you, whether you
have a job success story, information about a particular company, a complaint,
or a suggestion for improvement. Thank you for your support.
About Our Name

One of the most frequent questions we receive is So, whats the story behind
your name? The short story is that the inspiration for our name comes from a
popular business school case study about L.L. Bean, the fabulously successful
mail-order company. Leon Leonwood Bean got his start because he quite simply, and very literally, had a case of wet feet. Every time he went hunting in the
Maine woods, his shoes leaked and he came back with soaked socks and shoes.
So one day, he decided to make a better hunting shoe. And he did. And he
told his friends, and they lined up to buy their own pairs of Bean boots. And
L.L. Bean, the company, was born . . . all because a man who had wet feet
decided to make boots.
The lesson we took from the Bean case? Lots of people get wet feet, but entrepreneurs make boots! And thats exactly what were doing at WetFeet.com.
55

Insider Guide: Careers in The Internet

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The WetFeet.

Newly Updated for the Y2K Recruiting Season

Careers in the Internet

The WetFeet.com Research Methodology

Internet Careers at a Glance

Copyright 2000 WetFeet.com, Inc.

For Your Reference

Internet Careers at a Glance

Major Pluses About Careers in the Internet

Copyright 2000 WetFeet.com, Inc.

Copyright 2000 WetFeet.com, Inc.

Copyright 2000 WetFeet.com, Inc.

Meanwhile, bricks-and-mortar stores such as the Gap, Macys, and Borders

and innovative methods for communicating the companys message (dot-com

The Web Rush

Copyright 2000 WetFeet.com, Inc.

The Bottom Line

Copyright 2000 WetFeet.com, Inc.

Copyright 2000 WetFeet.com, Inc.

People in the Industry

Copyright 2000 WetFeet.com, Inc.

Internet companies come in many flavors. Many defy categorization; the

Copyright 2000 WetFeet.com, Inc.

Copyright 2000 WetFeet.com, Inc.

Out With B2C, In With B2B

Copyright 2000 WetFeet.com, Inc.

The Futures Still Bright

Picking and Choosing

Copyright 2000 WetFeet.com, Inc.

Egalitarian and laid-back

Egalitarian and laid-back

Control over Finished

Minimal: The software specs

Maximal: You dictate

dictate your role

specs and functionality

Good pay, good benefits,

Good pay, good benefits,

great profits for lucky

great profits for lucky

Depends upon where you

are in the project cycle

Software Company vs. Internet Company

hard to plan leisure

Long-term, fixed targets

Usually hired to do one thing

Often hired to do many

The Long View

Distribution channels may

Some companies will soar;

change, but the demand for

others will crash and burn

software will not let up

Copyright 2000 WetFeet.com, Inc.

Traditional Media vs. New Media

Office Culture / Office

Intellectual and hierarchical;

Intellectual and less

lots of nepotism and

Control over Finished

The higher up on the

More control at all levels

masthead, the more control