I agree wholeheartedly with Mark, and I've had this conversation with more than one would-be webmaster.
My former business partner started in 2002, knowing nothing about the industry, and it took him a good while to begin to get some traffic. When he and I became partners, we still did a lot of trial and error, but we also fell into some opportunities by sheer dumb luck, and we've had the opportunity to learn a lot since then through the generosity of others in the business, lots of hard work and research.
I heard a sad story recently of someone who sunk $50,000 into a project that STILL (10 months later) doesn't have a functional membership website. They shot their own content, overpaid the models, had no plan for marketing and traffic generation, and were counting on converting a bunch of free traffic to their site into memberships (and they didn't understand that "unique hits" aren't computed on a monthly basis, but usually on a 1 hour or 1 day basis... so their traffic is much lower than they thought)
Newbies can still make $ in this business, but I believe that starting out relatively slowly, or hiring someone who really knows their shit (and there are a LOT of posers out there, as I've discovered) is the only sensible way to go.
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