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The most important skill you need for this crusade is to be cleaver enough to successfully compete with thousands of other greedy, sneaky, canny dudes with big wallets for promotion and development, not even mentioning about even x more of newbie and amateur webmasters that badly want to bite this cake as well. So, good marketing skills are very important.
And of course some basic gfx, html, css styling, javascript, php, mysql, apache skill would be helpful too.
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