Tech organization founder displays on two decades in organization

As a community world wide web enhancement agency celebrates just in excess of two many years in business, its founder reflects on the agency’s expansion though wanting ahead to the long term.

Luanne Brown begun eTool Builders, a Grand Rapids-based mostly provider of web-primarily based application options for the automotive aftermarket, in 2001.

Brown, who has a track record in technological know-how and e-discovering, had the idea to commence a business within the industry immediately after attending a Specialty Tools Market Association (SEMA) demonstrate in Las Vegas.

At the time, she set out to get started her business initiatives with a concentrate on marketing methods for the sector — exclusively animated coaching instruments.

Brown, nevertheless, started to understand a gap in web presence inside the sector early on in her new enterprise.

“When I got into this industry, I understood they had been about 15 decades behind the relaxation of the entire world and weren’t even online at all,” Brown claimed.


She began attending other trade demonstrates, networking, writing article content and doing the job to placement herself as an expert to aid corporations in the automotive aftermarket sector changeover to an online existence. Her 1-lady, boots-on-the-ground solution started to acquire traction, and she expanded her team and scope as the agency commenced to increase.

“I put collectively a crew and commenced carrying out sites exclusively for the automotive aftermarket and type of what’s distinctive about them,” she explained.

Currently, eTool Builders fills the gap Brown to start with witnessed by assisting customers with web site progress, data administration, e-commerce implementations and internet promoting remedies to expand their corporations.

The business presents a customized written content management system for purchasers to edit and command their very own content material, as perfectly as a product or service info manager for customers to manage handle of their individual information.

Info administration, in point, has been the market for eTool Developers’ option strategies. Brown and eTool Developers have worked to produce data standards for the automotive aftermarket business and develop out databases to make data accessible and structured for producers and investing partners.

“You have to pick your specialty, and what we recognized we required to emphasis on was facts simply because that’s what would make web sites work well and it’s what makers recognize,” Brown reported.

At the exact time, data management has appear with its exceptional problems. Cybersecurity threats are on the increase, especially with additional of a shift to on-line functions as a end result of the COVID-19 pandemic.

“It’s an ongoing threat since it is a shifting goal,” Brown explained, emphasizing her company’s determination to preserving purchasers and shielding their information.

With today’s at any time-changing moments, Brown also sees an unforeseen emphasis on motor vehicle assist for utilized vehicles.

“People are hanging on to their used cars and trucks, and now made use of cars and trucks are costing as much as new cars. So, persons are purchasing sections to guidance the motor vehicles that they are keeping. I would never have guessed that 5 several years back,” she stated.

Hunting in advance to the future of eTool Developers, Brown said she anticipates more of an desire mobile app advancement for her clientele. 

“Everyone wishes to do all the things on their phones, like business, and apps permit us to do that superior,” Brown claimed.

She also said eTool Builders could potentially grow into other industries in the foreseeable future, though she is fortunate to have picked the automotive aftermarket sector as her firm’s target.

“Everybody drives and everybody’s working on their automobiles,” Brown stated. “People nevertheless like their cars and trucks. I’m glad I picked this market.”

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