Local developer to hit world stage

Local developer to hit world stage

Touting its product as one needed by "everyone who operates an Internet site", up-and-coming Australian developer Maxamine is looking to establish a local channel before it heads overseas to conquer international markets.

With former Australian Tandem and Silicon Graphics boss Graham Frost taking the reigns as CEO, the South Australian developer, flush with venture capitalist backing, will set up a US operation at the end of this year. But first it wants an Australian channel to take care of sales locally.

Maxamine's first product is called Maxametrics and, according to Frost, is unique in its ability to "visualise" and map out the logical structure of Web sites.

"Too often a site is developed by technical people or graphic artists who don't give the necessary thought to how users can best navigate through the site and how that should reflect a company's business processes."

With Maxametrics, Web site owners and developers can view a graphical depiction of the site's structure, showing exactly the path visitors have to take to navigate through it and reach different parts of the site.

"There is world's best practice in how you should develop a Web site," said Frost. "For example, some believed you should be able to reach every page on your site in no more than three clicks.

"With Maxametrics you can see exactly the path you have to take to get to each page on the site. We had one particular customer where it took 47 clicks to find the hardest-to-reach page."

Maxametrics can also use a Web site's traffic log file to map traffic patterns on top of the Web site diagram, showing graphically where users are heading.

"We can effectively take a Web site to the doctor and pinpoint everything that is wrong with it," said Frost. For example, Maxametrics will highlight broken links, non-returning and overly slow pages.

Maxamine has so far targeted the government market direct with great success, according to Frost, particularly the Federal, South Australian and ACT Governments.

It is now looking for Web developers and Internet integrators to take on the product and sell it into the corporate market. It has so far signed up Internova, which specialises in local government solutions.

Frost believes developers and Internet integrators will find Maxametrics invaluable because they can use the tool to show a user where they've gone wrong with their site and can then pitch themselves as being the experts that can do it right. When they've finished the development or services work for the client, they can sell them Maxametrics so that the customer can use it to maintain their site. Alternatively, they can provide an outsourced Internet/intranet management service to the user, using Maxametrics to keep tabs on the changes that are made to the site.

Maxamine is also looking to release a version for small and medium businesses within the next two months. It will have the same functionality as the full version but will be limited to smaller Web sites.

"Anyone who operates a Web site needs this tool," Frost said.

To launch itself into that business, Maxamine is also looking for a volume distribution partner.

Maxamine was the brainchild of two South Australian university graduates who, upon deciding that they wanted to be rich, wrote down 10 Internet ideas of which Maxametrics was the first.

They got their start with funding from the South Australian Government, which was also Maxamine's first customer. However, with backing from venture capitalist Amwin, the company is now ready to catapult itself onto the world stage.

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