Chris Edmonds explains how he built Element 74

By Ilene Davis

Business Today

Chris Edmonds developed Element 74 out of his home in 1998. Specializing in Web site design and software development, Element 74 gives their customers a full range of design, custom programming, and consulting services. The team effectively combines design, marketing, and technology to create services to best benefit any business. Here, Edmonds talks about the importance of Internet-based products.

Business Today: You founded Element 74 in 1998. Tell me a little bit about how you came up with the idea.

Chris Edmonds: Prior to starting Element 74, I was working as a database developer and computer consultant. Like most people in the late 90s, I became fascinated with Internet technology and how it was reshaping the world. I decided at that point that I wanted to focus specifically on Web sites and Internet software development.

BT: How did you get the business started as far as funding, employees and space?

CE: Like many small businesses, I started the company out of my home and wore many, if not all of the hats. It was over a year later before I moved into my current location at 2845 Independence and began hiring employees.

BT: What exactly does your business offer?

CE: We offer Web site development services as well as custom Internet software applications. Some components of these services include professional graphic design, e-commerce, and database programming. We have also developed a content management system called ‘Easy Post.’ ‘Easy Post’ allows our clients the ability to update their Web site without any technical knowledge and with amazing simplicity. Since the system works with an existing Internet browser (like Internet Explorer or Firefox), there is no additional software to install or purchase, making it very cost effective. Another product that we have had success with is an Intranet application we call “Easy Office.†It allows companies and organizations to manage contacts, group calendars, tasks, and documents in a secure and private area of their own Web site. It’s a great benefit because it allows centralized communication and collaboration among employees and management personnel. In addition to development services, another large part of our business is e-mail and Web site hosting.

BT: How has it grown since the beginning?

CE: The company has grown substantially over the last eight years because I have been blessed with great employees and mentors along the way. We have quadrupled our square footage requirements and currently have nine employees. Although the majority of our business is in the Southeast Missouri region, we have also grown geographically by acquiring new clients across the country. One nice aspect of the Internet is that there are no boundaries. Our most common referral source, especially for our out of state clients, has been word-of-mouth, which I think is a testament to the quality of our work by our team.

BT: Let’s say I’m a new client in need of a Web site. What is the process?

CE: The first step is to sit down and let us assess your needs. We will ask quite a few questions including: What is the purpose and intent of your Web site? Will you be selling anything? What is the demographic of your target audience? Since our designs are unique and not cookie cutter, these questions are very critical to the success of the project. From there we develop a sitemap (or blueprint) of the project and create an estimate. Once the project launches, the first phase is to present graphical concepts. Once a design is decided upon, it is converted into a Web site template. We then integrate any custom programming components and deploy our ‘EasyPost’ system within the template. The final steps include content development and ‘Easy Post’ training. From there, the site is ready to “go live.â€

BT: Why is it important for a business to have a Web site?

CE: As more and more consumers migrate to the World Wide Web, it’s more critical than ever to have a professional site. Many Internet users will often visit a company’s Web site before making a phone call or visiting a physical location because it’s less invasive and so much more convenient and time efficient. So often a Web site is the first impression they will have about your business.

BT: Explain some of the other services you offer, such as e-commerce. What is the importance of it and how prevalent is it becoming?

CE: E-commerce is becoming very prevalent. According to the U.S. Department of Commerce, during the second quarter of this year, e-commerce revenue was $33.1 billion dollars, which was up 20 percent from the second quarter of 2006. Overall, e-commerce revenue represents close to 4 percent of total sales. To me, that is a staggering number. However for many of our clients, an e-commerce presence is just another arm of their existing business and another revenue stream to their existing business model.

BT: Why is search engine marketing important for businesses?

CE: Search Engine Optimization is also very important to a successful Web site. There are quite a few pieces to SEO, but some of these include adding appropriate keywords, modifying the meta data or html code with phrases and relevant text, and getting plenty of links to your Web site.