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As a local web development agency celebrates more than two decades in business, the founder looks ahead and reflects on the agency’s growth.
Luann Brown started eTool Developers, a Grand Rapids-based provider of Internet-based software solutions for the automotive aftermarket, in 2001.
Brown, who has experience in technology and e-learning, had the idea to start a business in the industry after attending the Specialty Equipment Market Association (SEMA) show in Las Vegas.
At the time, she set out to launch her own business venture focusing on marketing resources for the sector – specifically animation training tools.
But early in her new career, Brown began to recognize a gap in Internet presence in the sector.
“When I got into this industry, I realized they were about 15 years behind the world and weren’t even online,” Brown says.
She began working at other trade shows, networking, writing articles and establishing herself as an expert in helping businesses in the automotive aftermarket industry transition to an online presence. Her one-woman, boots-on-the-ground approach began to gain traction, and as the agency began to grow, she expanded her team and her horizons.
“I put together a team and started making websites specifically for the automotive aftermarket and something specific about them,” she said.
Today, eTool Developers fills the gap Brown first recognized by helping clients grow their businesses with website development, data management, e-commerce implementation and Internet marketing solutions.
The company offers Product Information Manager, a customized content management platform for customers to edit and manage their own content, as well as for customers to manage their own data.
Data management was, in fact, a convenient solution for eTool developers. Brown and eTool developers have worked to develop data standards for the automotive aftermarket industry and build databases to make data accessible and organized for manufacturers and trade partners.
“You have to pick your specialty, and what we’ve realized we need to focus on is data because that’s what makes sites work well and that’s what producers understand,” Brown said.
At the same time, data management has come with special challenges. Cyber security risks are increasing due to the shift to online operations, especially due to the Covid-19 pandemic.
“This is an ongoing threat because it’s a moving target,” Brown said, emphasizing her company’s commitment to protecting its customers and protecting their data.
With today’s changing times, Brown also sees an unexpected focus on vehicle support for used cars.
“People are hanging on to their used cars, and now used cars are costing like new cars. So, people are buying parts to support the vehicles they’re keeping. I wouldn’t have thought that five years ago,” she said.
Looking ahead to the eTool developers, Brown said she expects more mobile app development for her customers.
“Everyone, including businesses, wants to do everything on their phone, and apps allow us to do that better,” said Brown.
She also said that eTool Developers may expand into other industries in the future, although she is fortunate to have chosen the automotive aftermarket sector as her company’s focus.
“Everybody’s driving and everybody’s working on the car,” Brown said. “People still love their cars. I am glad I chose this industry.