Launch - Winter 2007 - (Page 28)

Launch: Why did you come back to Utah? BT: Outside of the MBA program, my wife and I didn’t think we would ever be making a permanent home in Utah. When my wife was pregnant with our third child, the riots in Los Angeles during the early 1990s got out of control and made us reconsider. After five years of being away, in 1993 we came back to Utah because we felt it to be a safer environment for families. Launch: What about the HookSell business model gave you so much confidence in its potential success? BT: I look for the following six attributes in my ideal business model: 1) Product-based business (versus service-based). 2) High margins (I’ve worked in the low-margin world, you can’t breathe). 3) Large market (I’ve worked in a niche market, not much headroom). 4) Repeatable widget to sell. 5) Internet-based (can’t beat the online cost of goods model). 6) Significant value or service that is offered where I can feel good and have fun. HookSell’s business model scored 10’s in all of my requirements. Launch: How hard is it for you to convince sales prospects to try your products? BT: It is not difficult. Our sales team only has to mention that our business is focused on doubling sales based on existing Web traffic under a payfor-performance model, and we generally get appointments. Plus, our clients do not have to do anything but provide us 30 minutes, digital assets and then to create an appropriate link to the finished HookTour. Launch: Some HookSell clients have seen a 30 percent conversion rate. How does HookSell accomplish this? BT: We have a patent-pending solution that combines the best of direct response discipline, rich media, proprietary analytics and continuous improvement. Launch: What types of companies/industries would benefit most from using HookSell? BT: Technology companies, financial, education, automobile dealerships, high-end vacations, mail order, seminar/coaching and any business that has a product or service that requires education prior to closing a sale. We help companies, regardless of size, if they have invested in their Web traffic or online marketing. That’s our only pre-requisite. So far, we have been lucky to have great customers who have ordered multiple products from us. $ Click here for the HTML version of this article on launchutah.com. THERE COMES A TIME WHEN EVERYONE WANTS TO CONVERT THAT INVESTMENT INTO HIGHER CONVERSIONS. WITH NO CHANGE IN TRAFFIC VOLUME, HOOKSELL SOLVES THE PROBLEM BY DOUBLING CONVERSIONS UNDER A PAY-FORPERFORMANCE MODEL. Launch: What other companies have you been involved with in the last 10 years? BT: Viewpoint Datalabs (3D computer models) - sold to Computer Associates; Caldera Systems (Linux operating systems) - IPO and purchased SCO; BlueRiver Direct (direct mail business for health newsletter and products) - sold to competitor; DMPG (video marketing for movie studios and magazines). Launch: What problem does HookSell solve? BT: Too many businesses have invested in Web traffic and design to only get between 2 to 4 percent conversion rates of traffic into qualified prospects/sales. You can only buy so many relevant pay-per-click words or invest in organic link building or e-mail campaigns. There comes a time when everyone wants to convert that investment into higher conversions. With no change in traffic volume, HookSell solves the problem by doubling conversions under a pay-for-performance model. Launch: Why did you see the need to start HookSell now at this point in time? BT: DMPG was losing money, and I was looking for another business vehicle. Since I had already worked in direct response mail, copy and video, a good friend, Chris Cottle, recommended I could apply the same discipline, along with proprietary technology, on the Web. It has turned out to be the perfect medium, the right problems that needed solving and great timing. 28 launch winter http://www.launchutah.com/article-spotlight1-q42007.php http://www.launchutah.com/article-spotlight1-q42007.php

Table of Contents Feed for the Digital Edition of Launch - Winter 2007

Launch - Winter 2007 Contents Editor's Note Dashboard Mentor Column Funding Column Diary Column Sales Column Feature: Moving Forward: College Business Competitions Turn Ideas Into Reality Cover Story: Are Awards Worth the Effort? Company and CEO Awards: Contributing to the Bottom Line or Just Feeding Egos? Entrepreneur Spotlight: Benoy Tamang - Hooksell Entrepreneur Spotlight: Clayton Jenkins - Premium Steam

Launch - Winter 2007

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