Can we say multitalented? Sure, if you're talking about ID Society.com and its founders, Jonathan Webb, 28, and Adam Berkowitz, 27. Far beyond your typical marketers, these guys do it all-Web design, Flash development, CD-ROM business cards, printing, marketing and anything else a client could need. Says Berkowitz, "We help [clients] create their identities."
Started in 1999 from Webb's New York City apartment, the entrepreneurs tally their start-up costs at about $5,000 (for their two computers). The biggest initial hurdle was getting their name out to potential clients-and Berkowitz admits to one occupational hazard: In working so hard to market your clients, "sometimes you neglect yourself."
Thankfully, referrals and word-of-mouth have brought in so much business, ID Society has the luxury of turning away work that doesn't interest the partners. It's all part of the plan, according to Berkowitz. "We're growing fast, but [we want to grow] comfortably," he says-which means hopefully exceeding 2000 sales goals and expecting a 600 percent increase for 2001.
To be successful with this business, get acquainted with your client's target market so you can effectively market to it. For instance, urban marketing expert Ron Vos of Hi Frequency Marketing in Carrboro, North Carolina, has commissioned 200 college-age marketing reps to research his target market. Above all, running a marketing firm is "kind of like being in the restaurant business," concludes Vos. "You're only as good as your last meal."
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