lonny.paul has been in the technology and marketing field since the mid-80s. First developing dBase applications on the CPM platform to implement a multi-source prospect lead tracking system for a chain of five schools, time has evolved to scaling an online retailer to over $500MM in sales annually. Through focused efforts to maximize every opportunity technology and common sense can provide — you too can win.

Expanding on his long-time business expertise and through fighting the fight every day to reach the prize, lonny.paul is now offering select companies the opportunity to experience better peace of mind, reduced legal expenses and easy implementations for increased profitability and business success.

Often noted for speaking his mind, lonny.paul tends to think that most companies take a really stupid approach to many things. Companies need to be proactive in business to save themselves problems down the road. Too many people are simply reactive in today’s business world.

This lack-of-urgency can result in tens or hundreds of thousands of dollars in additional expense. For example, when a company doesn’t register all domain name variants, or they are just plain stupid, asking to spend more time, money and effort in perhaps only a few short months in the fight against a domain squatter.

Get a front seat to a vision of the internet landscape a year or two down the road to help your online business flourish ahead of the competition.

Bio

Starting my world of technology playing ‘pong’ a a child, I quickly evolved to the typewriter, the electric typewriter, and eventually my CPM based Kaypro II. It was a blessing, I learned PerfectWrite and PerfectCalc and dBase in no time at all! It was amazing what you could do with 16k of memory. Coordinating efforts and designing/implementing marketing and prospecting CRM in dBase and “Q&A,” the school chain had ’state of the art’ technology, for 1983.

In an attempt to expand my marketing knowledge, I worked for a couple of years in the direct marketing telesales industry. It was amazing how much data was necessary to keep a school operating, and with their specialized public facilities, many variants of tracking by not only ‘item’ required for daily sales analysis, but extensive tracking by “sales agent” as to hours in class; vocational instruction; vocational sales and other aspects of their daily activity, all required explicit tracking for long-term culmination.

I liked to be working all the time, even as a teenager, and in order to fill my time, I picked up a side job to run a local group of inventory specialists for the company “RGIS.” This involved the use of a very interesting and ahead of it’s time device which would hang from a belt and allow for the continious entry of product counts and pricing as well as the optional ability to utilize the more ‘advanced’ devices when they were released, allowing us to capture full product information from the Musicland inventory label, allowing the company to actually update their inventory file based on actual product data. The data was actually transmitted via a telephone modem built into the device for such specialized applications. This was my first ‘whizz-bang’ experience - and I liked it.

Advanced Data-Comm

After trying my hand at new, state-of-the-art ‘multi-channel marketing firm’, I become the IT director after a few months of getting familar with varied areas of the companies operations. Advanced Data-Comm was formed by two college profesors who had been running a successful side business by conducting telephone surveys for companies at their college. Branching out into a full multi-channel marketer, Advanced Data-Comm was on the leading edge of technology in the late 80s with their advanced scripting platform for both inbound and outbound calls, providing full automation to the human process. Real-time call directives and interactive datacapture with output utlized to supplemental direct-mail efforts were a very powerful technology at the time. A short training from the systems provider was all it too to spark newfound creativity and a development skill which had sat largely untapped.

During my tenure with Advanced Data Comm, I developed marketing campaigns for The March of Dimes (Cross-channel phone and mail program for the Mother’s Walk); PepsiCola (developed inbound call system to utilize direct mail data to provide inquiry pre-populations and cross-referenced with SIC data, each client was approached from a different marketing perspective based upon system input from the operator during the call.); Ball State University (alumni fundraiser) ; the American Medical Association (update to physican databases pertaining to speciality and type of practice.).

Source Data Systems and SDL

After being introduced to the world of SDL (Source Definition Language - based off of Forth, this language was extremely efficient and allowed us to run over 100 standard Wyse terminals with real time interactive processing on a single 386 processor. Digiboards provided serial connectivity.), I was recruited by the software firm who’s installation we utilized. I quickly became a lead developer, installer and trainer for projects from MBNA (Pre-qualified application calls) , Philip Morris (standard cigarette usage surveys with “friendster” type technology), and installations for the multi-site telecommunication specialist Ron Weber.

As a short aside, installations of any call-center are complex, the best story I can tell, however, is when in the middle of a call-center installation the primary client (TelcomUSA) of the call-center is bought by another (MCI). Not only does the install have to proceed, I had to immediately meet with MCI to modify all existing campaigns to promote the MCI products and services in lieu of the prior TelecomUSA. This was not only required for that location, however two additional locations - requiring code and database upgrades before the days of DSL-speed lines.

After a brief move with the family to Minnesota, I took on a short stint working in Rochester for the Kroger Corporation. At Pace, I developed and implemented PAL based applications (Paradox database engine) on multi-user PC configurations for FDA required inventory management and logging, bio-lab applcation for collection of analysis and integrations with standard serial scales and other devices for automatic data collection. Furthermore, the first “LAN” was implemented within workgroup to share common data with databases used by all parties.

Ron Weber & Assoc.

During this venture, Ron Weber contacted me for a customization to software applications on their installed systems. As the company had pending legal isues with the software vendor, I became the companies primary support vehicle. Working via a 2400 baud modem on a Wyse terminal, I provided remote support and software development for then clients Philip-Morris and AOL.

During an on-site installation visit in Clear Lake - Paul Mohr (one of the founders of the DMA) solicited me to come to work for the company headquarters on the East Coast to manage the overall IT operations of the company as well as breathe new llife into the development efforts for new clients and programs.

Ron Weber was a welcome change after so long in the midwest, being on the East coast was exciting with all the concrete and highways and being in the ‘big city.’ Wow - that was a long time ago! After settling in and fixing the immediate issues, I was tasked to develop an automated integrated reporting structure to allow multiple sites to provide data via a dial-up connection so that aggregate reports for all call centers, programs, coaches and agents performance, sales and activity data can be reviewed in a short turn around. This was part of the contractual obligations the software company had made and was unable to deliver on.

Building on flat text file data imported and massaged and summarized via paradox, then exported into Access for final report printing and presentation. Not so bad for a toolbar-run macro in access. This sytem would produce reams of reporting daily and was achieved without any extensive invenstment in additional technology or software.

During my stint with Weber, I was once posed a question of ‘who would survive’ when it came to two clients which were in the same business - they were both ISPs and the owner felt it was a conflict. I clearly answered ‘AOL’. I’m sure there are days that that statement comes back to visit realizing the the retained client, Prodigy, is - um - where are they?

Custom Software Development

In the hustle and bustle of New Haven, Connecticut, I was doing a little consulting, I developed a POS application for a friend who was looking to expand his then tiny pawn shop. Pawn shops, as ’sleazy’ as they may seem, are actually very a fairly complex business - balancing the law with business needs and ensuring people’s merchandise isn’t sold incorrectly, etc. Ad the pawn shops work faily closely with the local police department. One of the first things that I realized is that the City of New Haven was still requiring that 11×17 ledger pages were completed for each transaction. This itself, I found amazing. There was no ability for searching, identifying patterns, nothing. Well, this project brought automation for the first time to inquiries. The police suddenly were ‘hanging out’ more often, asking the client for various searches. It turns up that they were able to usually find what or who they were looking for - without the “jornals” and instead carried off their printed reports each wee, with a smile. This was then further developed into a multi-user system and developed entirely in PAL, using a run-time version of Paradox long forgotten. Installed within two shops for one client, one shop for another, and a courtesy copy was provided to the City police department for data aggregation purposes and flexibility in searching for ‘lost’ items.

Promotion

The winds of change came along and I found myself helping yet another friend - managing a fantastic bistro and nightclub in the business doldrums - but a great location. Implementation of an agressive street marketing campaign including an accompanying “web address” (so ahead of it’s time), tied to timely ads in the local ‘rag’ provided an influx of customers. Developing a specialized ‘fetish’ night, including a live ‘house’ dominatrix, we launched the “Dark Carnival” - which still continues today in different venues in the Connecticut area. Other nights were dedicated to the best party in New Haven…. After the club was thriving, multiple nights weekly instad of none, I left to take upon yet another project.

Yale University School of Medicine.

I had performed several projects in the School of Anesthesia and School of Epidemiology. Data collection and analysis controls, data hygiene and analysis was the name of my game working in primarily NIH funded studies in the Perinatal Epidemiology Unit. This was a great time. New Haven is a great town and allowed me to have a somewhat ‘college experience’ after my time had come and gone.

Becoming more involved in community affairs, I began working with the homeless support organizations to obtain additional city support for radical changes to the county welfare and city shelter, food kitchen and community center usage. I often was quoted in the newspaper for my city hall antics of rage regarding the cities continued support in feeding the addiction of the many homeless of the fine city. Against all odds, after appearing at a City Hall hearing regarding the homeless ‘panhandling ordinance,’ the homeless acquired a new respect for me and my stance on the fine balance between a fair city and assisting the homeless. Everything has it’s place. I love you, respect you, but you can’t be in the green panhandling. Sorry.

More Promotion and the Web becomes a tool

A second club - friend of mine trying to build a specialized nightclub into a larger weekly draw every night of the week, I delved in - again developing great street-level promotions and kick-ass print ads which started other specialty nights. The Dark Carnival followed along with a packed house 4 days a week. Not so bad for a basement club that was empty for nearly 15 years.

The web had finally started to draw enough attraction to use it for online promotion. AlleyCat.com and TheDarkCarnival.com were the first websites for any of the New Haven clubs.

From there, a stint with Industrial Acceptance Corporation (family business owned by the first night club owners) led to development of online credit applications, automated credit report acquisition and analysis, and CRM-type tracking tools.

WordWidePetSupply.com

My next project would involve helping friends (who were one of the pawn shop owners) wanted me to put together an online pet store. The family had run a chain of over 30 stores on the east coast at one time. They had moved their focus to a superstore long before Pets.com was even a reality. But they had no idea what to do.

I jumped in, leverging the power of the “Yahoo Store” platform. I built a big site, rich in keywords, meta tags and far ahead of all other SEO efforts. Site include the abiltity to order both dry and LIVE goods online. New pictures of the coral, fish, crabs - it was a first! One of the few companies at the time to offer online selection, shipping and choice of even LIVE aquatic creatures. Shrimp, clams, coral and fish were going through the mail in endeavors with the shipping companies in an area they were not familiar for the consumer delivery model. I remember DHL’s Sales Rep on the phone with corporate, explaining “they want to ship people fish for their fishtank and insure them.” Working hard to catch the eye of every web searcher, I worked extremely hard at site optimization which would result in high search engine listings. This effort even met the attention of the media, Catalog Age magazine used my efforts as an example for search listings and I started to become known in the industry.

In the end, $1MM in sales were achived in the first 12 months, $0 Marketing Expense, 60% Gross Margin. Not too shabby for a one-man show!

TigerDirect.com

Catching the eye of the CEO of TigerDirect when searching for items building a 300 gallon fishtank in his new office, I received a call from TigerDirect over the course of several months, resulting in a consulting gig and turning into a long career, hardwork and dedication to creating one of the best shopping sites on the web.

Seeing the hard work pay off in incredible growth over the five and 3/4 years at TigerDirect was very rewarding. This reward has extended into case studies with PayPal, television performances on the Shop at Home network hawking laptop and desktop computers and other electronics, Regular National Radio show appearances with Dave Graveline on ‘Into Tomorrow’ and Craig Crossman on ‘Computer America.’

EyeServe, Inc.

Most recently the CEO of EyeServe Media Networks, Lonny assisted in directing the Internet Marketing Startup towards greatness, ensuring stability, proper solutions to manage clients and projects without fail, and ensure to provide clients, both publishers and advertisers, the ROI that they wish to achieve and a constant “upgrade path” to tweak proprietary ad serving technology to continue to better increase conversion.

Always opinionated and sometimes acting clairvoyant as to upcoming market trends and changes - I continue to work to increase the presence of websites and build quailty content and information. Currently focusing on the predatory domain-squatters of the world, I have sought and received many victories without any resort to legal action. Many domains are simply handed over. But, until they are stopped, they continue to steal from the trademark holder’s rights. My most recently developed system allows me not only to identify my trademark violations but those of everyone the specific domain squatter is holding. I browse all they have.

As to the future, I expect to reflect on this day-in-day-out interaction with the internet to spare companies from the problems and trials of cyber-terrorists and ensure marketing accomplishes it’s goal with the additional features necessary in order to draw the unknowing shopper into a tyriad of opportunities for free and discount services and offerings - all with the sprinkle of the brand. Somethings, they are just common sense.

Speaking at eTail conferences during search optimization day roundtable sessions, I attempt to spread the word of using ‘common sense’ when doing business online, feeding pricing engines and optimizing yourself for searchability. I tend to not hold back, telling people they are ’stupid’ for doing certain things - and I have no regrets. It’s all in the best interest of business!

Appearances/Quotes/Memberships

Search Engine Optimization (Web Marketing: In Search of Search Engines, Online Search Options, Catalog Age);

Speaker at eTail Search Optimization Day (2004-2005)

Multi-Channel Retailing (Thoughts about 2000, Catalog Age) challenges facing catalog companies

Online Payment Options (Speed up payment time with new Electronic Check Service, How Can I Pay? Let Me Count the Ways, New Payment Options, Find Success with PayPal, Internet Retailer Magazine; eCommerce Case Study, PayPal)

Expansion Markets (Co-Branded Site for Ringtones, Internet Retailer Magazine)

Market Direction (Mobile Computer: PDAs vs. Smart Phones, PCWorld Magazine)

Wireless Networking (contributor to various online publications including 802.11 Planet, HomeNetBuilder and widely published product reviews of D-Link, Netgear, and USRobotics products.)

“Call to Action” (Contributor - published 2005, by Bryan Eisenberg and Jeff Eisenberg of FutureNow, Inc.)

Online Marketing (Advisory Board Member, Web Analytics Association)

Lonny has made many live radio appearances, interacting with listeners from across the globe on the Computer America Radio Show and Into Tomorrow with Dave Graveline. Both showcase technology and computer questions from call-in listeners, querying about nearly every-and-any technology-related topic. Lonny also has appeared on the ShopAtHomeTV network as a guest host, promoting computer and electronics products on live television.

There aren’t many victors of the dot.com craze. If you are ready to really do business in the 21st century, you need the right person on your side to get things going in the right direction - and keep them that way.

For more information on the latest venture of Lonny Paul, email him at this link. For additional information on the oy9 network, click here.