Beep, Beep!

Online Buying And Selling

Chad Little's motivation for trailblazing is more tongue-in-cheek. Make that geek. In 1998, Little, 32, founded Scottsdale, Arizona-based, a service in which subscribers provide a detailed description of what they're looking for, and Little's skilled "geeks" then search the company's 3,000 sellers to locate the desired product, brand and price.

Laugh if you want at the geek concept-Little welcomes it. But don't laugh at Little's reverse-shopping concept. It recently attracted $5 million in venture capital. And last year, received the Web site of the Year award at the Celebration of Innovation awards gala, sponsored by, a Scottsdale Internet and software trade organization representing 454 Arizona technology companies. Little and his geeks showed up for the event wearing lime-green tuxedos and black-rimmed glasses . . . with tape on the lenses. "Our identity is one of our key assets," says Little, proudly. "It's one of the most difficult things for a company to create."

But behind myGeek's quirky identity is a CEO with business savvy. He may look like the company mascot, but he knows you need more than spin to make it today. "Cooperation, what I call culture, is an extension of the interaction between the people and environment in which you are working," explains Little. "I'm most proud of the culture we are creating."

Stumped for online business ideas? Read Got Net for the 10 hottest e-commerce businesses to start."

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This article was originally published in the January 2001 print edition of Entrepreneur with the headline: Beep, Beep!.

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