Tech company founder reflects on two a long time in enterprise

As a neighborhood world wide web enhancement company celebrates just over two a long time in organization, its founder demonstrates on the agency’s expansion while seeking ahead to the upcoming.

Luanne Brown commenced eTool Developers, a Grand Rapids-based supplier of online-primarily based computer software alternatives for the automotive aftermarket, in 2001.

Brown, who has a qualifications in technologies and e-understanding, experienced the notion to start a small business in just the sector soon after attending a Specialty Gear Market place Affiliation (SEMA) clearly show in Las Vegas.

At the time, she established out to start off her organization attempts with a concentration on promoting means for the sector — particularly animated education tools.

Brown, having said that, started out to recognize a hole in world-wide-web existence inside of the sector early on in her new enterprise.

“When I bought into this marketplace, I understood they were being about 15 yrs behind the rest of the world and weren’t even on line at all,” Brown said.


She started attending other trade exhibits, networking, writing articles and doing work to placement herself as an specialist to help enterprises in the automotive aftermarket marketplace transition to an on line presence. Her 1-lady, boots-on-the-ground solution started to acquire traction, and she expanded her staff and scope as the company began to improve.

“I set with each other a staff and started off undertaking web sites exclusively for the automotive aftermarket and sort of what is diverse about them,” she reported.

Now, eTool Builders fills the gap Brown very first witnessed by helping purchasers with web page growth, data administration, e-commerce implementations and internet marketing and advertising remedies to grow their businesses.

The organization presents a tailor made information management system for customers to edit and handle their individual material, as very well as a item facts manager for purchasers to preserve handle of their very own details.

Info administration, in point, has been the specialized niche for eTool Developers’ resolution methods. Brown and eTool Developers have labored to build details criteria for the automotive aftermarket sector and establish out databases to make information obtainable and organized for manufacturers and buying and selling companions.

“You have to select your specialty, and what we understood we wanted to concentration on was details since that is what makes internet sites work effectively and it’s what producers fully grasp,” Brown explained.

At the similar time, data administration has appear with its exclusive issues. Cybersecurity threats are on the increase, primarily with far more of a shift to on the net operations as a consequence of the COVID-19 pandemic.

“It’s an ongoing danger for the reason that it is a moving target,” Brown stated, emphasizing her company’s determination to defending clientele and safeguarding their information.

With today’s at any time-changing instances, Brown also sees an unanticipated emphasis on auto aid for made use of automobiles.

“People are hanging on to their utilised cars and trucks, and now utilised automobiles are costing as substantially as new cars and trucks. So, people today are purchasing components to aid the automobiles that they are holding. I would under no circumstances have guessed that five a long time back,” she explained.

Looking ahead to the long term of eTool Builders, Brown mentioned she anticipates much more of an curiosity cellular app progress for her customers. 

“Everyone wants to do anything on their telephones, which includes organization, and applications allow us to do that improved,” Brown explained.

She also mentioned eTool Builders could possibly broaden into other industries in the long term, even though she is fortuitous to have picked the automotive aftermarket sector as her firm’s emphasis.

“Everybody drives and everybody’s operating on their automobiles,” Brown said. “People nonetheless like their autos. I’m happy I picked this marketplace.”

Simonne Stigall

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