Tech enterprise founder displays on two a long time in small business

As a regional net improvement company celebrates just around two decades in small business, its founder displays on the agency’s growth though seeking in advance to the upcoming.

Luanne Brown started off eTool Builders, a Grand Rapids-centered supplier of web-primarily based computer software remedies for the automotive aftermarket, in 2001.

Brown, who has a background in technological know-how and e-learning, experienced the plan to start off a organization inside of the industry just after attending a Specialty Devices Current market Association (SEMA) present in Las Vegas.

At the time, she established out to commence her company initiatives with a focus on promoting assets for the sector — particularly animated teaching instruments.

Brown, on the other hand, begun to realize a gap in world wide web existence inside of the sector early on in her new venture.

“When I acquired into this sector, I realized they ended up about 15 yrs at the rear of the relaxation of the planet and weren’t even on the net at all,” Brown mentioned.


She started attending other trade demonstrates, networking, producing articles or blog posts and doing work to place herself as an specialist to support corporations in the automotive aftermarket sector changeover to an on line presence. Her a single-lady, boots-on-the-ground solution started to obtain traction, and she expanded her team and scope as the agency began to increase.

“I put collectively a team and started carrying out internet sites specifically for the automotive aftermarket and sort of what is distinctive about them,” she claimed.

These days, eTool Developers fills the gap Brown initially witnessed by aiding clients with website progress, data management, e-commerce implementations and web marketing and advertising alternatives to improve their organizations.

The firm offers a tailor made material administration platform for shoppers to edit and manage their personal content material, as well as a item details supervisor for clients to retain management of their own details.

Data management, in reality, has been the market for eTool Developers’ option techniques. Brown and eTool Developers have labored to acquire knowledge criteria for the automotive aftermarket marketplace and develop out databases to make info accessible and structured for producers and trading companions.

“You have to pick your specialty, and what we understood we necessary to concentrate on was knowledge mainly because that’s what would make web pages function properly and it is what makers have an understanding of,” Brown explained.

At the identical time, data management has arrive with its special worries. Cybersecurity threats are on the rise, primarily with extra of a shift to on the net functions as a end result of the COVID-19 pandemic.

“It’s an ongoing risk because it’s a moving target,” Brown said, emphasizing her company’s dedication to shielding clientele and defending their details.

With today’s ever-switching occasions, Brown also sees an unpredicted emphasis on car guidance for used autos.

“People are hanging on to their made use of autos, and now used autos are costing as much as new cars and trucks. So, individuals are shopping for components to assistance the cars that they are trying to keep. I would never ever have guessed that five several years back,” she reported.

Seeking forward to the future of eTool Builders, Brown mentioned she anticipates far more of an fascination cell application advancement for her customers. 

“Everyone wishes to do almost everything on their telephones, which include company, and apps allow us to do that superior,” Brown claimed.

She also stated eTool Builders could most likely grow into other industries in the potential, while she is privileged to have picked the automotive aftermarket sector as her firm’s aim.

“Everybody drives and everybody’s operating on their cars,” Brown said. “People even now like their autos. I’m happy I picked this sector.”