Affinigent's Approach to Internet Strategy

An interview with Jim Deitch and Don Bishop
Co-founders of Affinigent, Inc.

Jim: We defined our business as principally helping clients as strategy consultants, not as web designers or e-commerce experts. We ask the question, "What is it you want to accomplish, and how does it fit in with your existing business strategy and infrastructure?"

Jim: Many clients require several meetings to come to clear answers to these questions. But this approach creates the opportunity to build tremendous value for clients. When we design and implement a solution, the scope, business objectives, and economic benefits are clearly defined. The manner that the solution fits into the existing business, the existing business practices and systems are well defined. This brings success and a measurable return on investment.

Don: We often meet with prospective clients that ask us how we would design a website. Before we can answer that question, we have to understand what the client wants to accomplish. We've actually turned down assignments because the client wanted to implement a website without clearly defined goals and objectives

Jim: Yes, we do. Again, we're not an agency looking for just design work or billable hours. If we can not bring great value, we would rather not take the engagement. Our typical client has $2 - 20 million in sales, and is growing successfully. We are usually invited to propose on a replacement to their existing website.

Don: A business usually follows a very predictable path to e-commerce. Most begin with a simple web presence, and something we call 'brochureware'. It's the online equivalent of their existing marketing and informational brochure.

Don: We have a model of the migration.

Don (cont.) The next step is an 'infomercial'. This may be more interactive than the original brochureware. Next is a 'self service infomercial'. You can identify these efforts, as they provide interactivity and tools. A loan calculator or insurance estimator is two examples.

The next step is basic catalog and sales fulfillment. Integration with existing business systems usually follows. The business eventually achieves full integration with the system or subsystems within a business unit. It may even create a new synergistic business model.

Jim: As Steven Covey counsels, "Begin With the End in Mind". Our process helps the client discover and describe their goals and expected returns from the e-commerce strategy. Once the process is completed, the scope of work, expected results, investment, and expected economic return are clearly identified. We now have created the key factors for success for our client and Affinigent.

We've seen many web and e-commerce sites scrapped and begun anew. And sometimes this is a conscious decision. One very successful company used a 'do it, try it, fix it, replace it' strategy of rapid development and deployment. But the CEO knew the lifespan of a typical system was 8-12 months. Our process helps identify lifespan and related issues from a business viewpoint.

Don: Absolutely. We design, execute and turn over the application as a turnkey project. At turnover, our client can perform their own updates, maintenance, and has total control over their solution. We enable our clients to operate and grow their solution.

Jim: Most clients take a phased approach. They pick the entry point on the e-commerce value curve and we get them there. Remember, the client began with the end in mind. So the foundation for the next steps up the curve are in place. We then take the next logical step when the client believes they can earn a good return from the investment.

Jim: Right. We're the sounding board to help develop strategy, and then we take accountability to implement the solutions within an agreed upon time frame and budget.

Don: If we have clear scope definition and expectations, it's a fairly straightforward process to achieve success.