I was fortunate yesterday to receive a timely reminder to pay attention to my core vision; the reason that Avallach Technology exists in the first place.

the beginnings

At the heart of everything is a strong desire to create a business that provides tools and/or services that cater for the “little guy” – the definition of which has now been refined to “work-at-home parents, home-based business owners and similar hobby or micro businesses”. In other words, the really small end of the business spectrum.

Simplifying this further, it is strongly linked with a personal urge to say “f*$% the system”. A desire, if you will, to create and inspire a new business order.

a new business order

The world of business has lurched towards extreme corporatisation; disproportionate power and control, over consumers and employees, is wielded by a handful of international business entities.

At the same time, there has been a massive increase in personal consumer debt and families are struggling to make ends meet. This in turn has led to an increase in interest in home-based business.

poor service for home business

“Work-at-Home” is a relatively new business reality which has many differences with the traditional “SME” (small-to-medium enterprise) sector. For one thing, these businesses are often run on a part-time basis, and typically have a very small budget.

Providers of business-to-business services (in general) don’t cater for these people – businesses that have their own staff and premises need clients with budgets big enough to pay for them!

how to make a difference

In the first instance my focus has been on web site services, because this is an area I know and understand, and is a prime example of how micro business is not catered for. When you see the look of pain or panic on someone’s face, just after you’ve told them that the web site they want will cost $1000, or even just $500, then you will understand what I mean.

There are some home-based businesses that need a web site, yet even $200 would be pushing the limits of their budget!

In many ways, I have been inspired by the way the Virgin Group operates. They identify an industry where things are currently overpriced, customer service is poor, and then bring out a low-cost, high-quality alternative that the public quickly learn to love.

For me, it’s not about taking on existing suppliers in existing markets, rather it’s a case of finding ways of offering the same type of services to a disenfranchised business sector!

So today it might be web sites – tomorrow, who knows?

other influences

Two other things have helped shape the direction that things have taken; I am a firm believer in the value and strength to be found in the creation of recurring revenue streams, and I am a fully paid-up subscriber to the idea of web-based software services, broadly along the same lines as the 37 Signals philosophy.

So the overall “plan” emerged to create a web site service with the following basic characteristics:

  • Provide a basic web site framework to users that automatically gives them the necessary structure found in most business web sites.
  • Provide an online content management system that enables them to update their web site easily.
  • Make the system accessible to non-technical users.
  • Offer the service for a low monthly fee, providing the business with an income stream while also removing the cost barrier that micro businesses face.
  • Offer a free version of the service so people can see if it suits their needs, get familiar with things, and make a start on creating a web presence even if they have no money available whatsoever.
  • Use business software approaches to manage things more intuitively; e.g. a product manager rather than simply requiring users to painstakingly lay out everything within a set of pages.
  • In line with the 37 Signals idea of having an enemy , make this service the simpler, easier, more “WAHP” focused alternative to existing, complex systems like Wix and Weebly
  • Build the system to suit my own needs and enjoy the benefits of eating my own dog food!

re-connecting with the vision

I’m pretty sure I have been reasonably faithful to these core ideas, yet somehow  it is easy to forget the original inspiration as you work IN your business.

Without a doubt, this had started to happen. My attention was being drawn towards technical details and away from the “grand vision”.

So I am grateful for the message delivered by Dr John Demartini at a seminar yesterday, it caused me to remember WHY I am doing this and my personal vision for a GREAT business.