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"When you get into complex Web site development ... you are talking about real, hard-core software development," says Musliner. "If you are going to build a house, don't expect a professional artist to know how to do it." Although, in recent years, technology has become much more acceptable to the lay person, he notes, the minimum one would expect to pay to build an online store is anywhere from $30,000 to $250,000. "So it is equivalent to building a physical store, just in a completely different environment, and you need to recognize that," he says. "A virtual store may be less costly. (But) it's not a panacea, and it's very complex--it requires maintenance; it requires considerable development that you should anticipate."
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