September 27, 2023

Enterprise JM

Do the Business

Tech firm founder demonstrates on two a long time in business

As a regional net development agency celebrates just about two a long time in business enterprise, its founder reflects on the agency’s progress while searching ahead to the long run.

Luanne Brown started out eTool Builders, a Grand Rapids-based supplier of world wide web-based mostly software program alternatives for the automotive aftermarket, in 2001.

Brown, who has a history in technological innovation and e-learning, experienced the plan to commence a small business in just the sector soon after attending a Specialty Products Market Association (SEMA) demonstrate in Las Vegas.

At the time, she established out to begin her small business efforts with a focus on marketing and advertising sources for the sector — specifically animated schooling resources.

Brown, even so, started off to figure out a hole in internet presence within just the sector early on in her new undertaking.

“When I acquired into this market, I recognized they ended up about 15 several years at the rear of the relaxation of the world and weren’t even online at all,” Brown explained.


She commenced attending other trade exhibits, networking, creating articles or blog posts and doing work to posture herself as an pro to assistance corporations in the automotive aftermarket sector transition to an on the net presence. Her a single-lady, boots-on-the-floor tactic commenced to acquire traction, and she expanded her team and scope as the company started to grow.

“I place collectively a group and commenced undertaking sites specially for the automotive aftermarket and variety of what is unique about them,” she stated.

Currently, eTool Builders fills the gap Brown initial witnessed by assisting shoppers with site development, information administration, e-commerce implementations and world wide web marketing answers to mature their businesses.

The corporation features a customized content material management platform for shoppers to edit and handle their own articles, as very well as a products data manager for consumers to manage command of their have knowledge.

Details management, in reality, has been the area of interest for eTool Developers’ option solutions. Brown and eTool Builders have labored to establish information criteria for the automotive aftermarket marketplace and create out databases to make information accessible and arranged for manufacturers and investing companions.

“You have to decide on your specialty, and what we understood we required to concentration on was data mainly because that is what tends to make sites do the job very well and it’s what suppliers have an understanding of,” Brown said.

At the exact time, information management has occur with its one of a kind challenges. Cybersecurity threats are on the increase, specially with additional of a shift to on the net functions as a final result of the COVID-19 pandemic.

“It’s an ongoing threat because it is a going focus on,” Brown explained, emphasizing her company’s determination to protecting clients and preserving their details.

With today’s ever-altering occasions, Brown also sees an unforeseen emphasis on vehicle assistance for employed vehicles.

“People are hanging on to their employed automobiles, and now made use of cars and trucks are costing as considerably as new cars. So, individuals are shopping for components to help the motor vehicles that they’re trying to keep. I would never ever have guessed that 5 years back,” she mentioned.

On the lookout ahead to the future of eTool Developers, Brown stated she anticipates far more of an desire cell application advancement for her clientele. 

“Everyone wants to do anything on their phones, which include small business, and apps allow us to do that far better,” Brown said.

She also said eTool Developers could possibly increase into other industries in the long run, nevertheless she is fortunate to have picked the automotive aftermarket sector as her firm’s focus.

“Everybody drives and everybody’s working on their automobiles,” Brown mentioned. “People nonetheless love their automobiles. I’m happy I picked this field.”