Evolution of an Enterprise, Chapter 14: Loading

For a startup looking to make a name for itself, spreading information is key.

For Josh Somers and Binh Uebinger, co-founders of aircraft-detailing company Voyager Industries LLC, the quickest method of spreading information about their company is the Internet.

The duo is weeks away from launching on the Web – an aspect of the business Somers calls essential to success.

“In 2008, to be credible, you have to have a Web site,” Somers said. “Some of the old-school people who helped us say, ‘Oh, those things are nice,’ but all the people in the industry tell us it’s essential. You have to have a Web site to be legitimate.”

Voyager contracted with Myke Bates – who does business as Myke the Computer Guy – to create the site, www.wedetailplanes.com. Bates, who is based in Springfield, agreed that a Web site is important for any business, especially a fledgling operation.

“The Web is so huge, if you don’t have a good presence out there, the perception – as crummy as it is – is that you’re probably not that great of a company,” Bates said.

Site plan B

The site, however, has not been without its challenges.

The first draft was scrapped last week in order to add user options such as an interactive appointment calendar and Java script to improve loading speeds. Plan B also enables Somers and Uebinger to personally manage the site, without having Web programmer knowledge.

That’s the good news. The bad news is that the changes have broken the budget. Voyager is spending about $1,500 on the site, three times the original Web budget.

“We have a bunch of crazy ideas we could do, but we do have to keep it affordable,” Uebinger said. “We are working in a budget.”

Staying in that budget is going to be key for the company, especially in light of the company’s $36,000 loss during the first half of the year.

Still, they want to create a site that’s sleek and professional – “1930s aviation meets Star Trek,” as Somers called it – but one that’s still user friendly.

“If you go to a Web site that’s not well constructed and you can’t find the information you’re looking for, it’s a huge pain,” Bates said.

“If you’re not to the point and concise, (visitors) are bound to leave it pretty quickly.”

Web connections

The rework will bring some visual changes and a new site management system, designed by Bates.

Bates also does programming work for Tony IaGuessa, owner of point-of-sale software manufacturer TopShelf Systems Inc. in Ash Grove. IaGuessa, who also is a Voyager Industries customer and informal business adviser to Somers and Uebinger, connected the three.

“(Bates) is very creative and has a lot of great ideas, so if he says he has an idea that’s going to be better and will change the look of the site, we’ll trust him to do that,” Somers said.

The Web site, Somers said, is key to addressing what he calls the company’s biggest mistake so far: lack of adequate marketing.

“We thought too big and too loosely at first, and then we really scaled it back and were afraid to do anything,” Somers said. “We’re focused on the right things now. But now that we’ve finally learned those lessons, our bank account is empty.”

Despite the cost of launching the site, Uebinger said it’s a necessary expense if the company wants to continue to add customers and “keep their head above water.”

“We know our work is good, we’re comfortable with our pricing, and comfortable with ourselves,” Somers said. “It’s just literally getting the word out to every single possible customer, and it’s a struggle on a limited budget.”[[In-content Ad]]