In a mere 20 months, local Web developer Unique Web has increased its head count ten-fold and decided to restructure and re-brand the company to keep up with the rapidly changing Web development environment.
Unique Web has re-launched itself as Unique World, retaining its original namesake as a business division.
Eddie Geller, group managing director for the Unique Web business unit, told ARN that Unique World began life as a Web development outsourcing firm for larger Web developers.
However, as it began to expand its own client base, the company found itself increasingly involved in back-end and legacy integration services.
"We needed to re-brand the company in order to show the extent of the services that we offer," Geller said. "e-commerce relates to every aspect of business and we found that we were becoming e-commerce integrators rather than merely Web developers, so we needed to change to reflect that."
The restructuring will see the company divided into three business units that will be known as Unique Web, Unique Strategy and Unique Media.
Geller believes the divisions will allow the company to provide a strategic approach to e-commerce.
"What companies don't yet realise is that e-commerce and the Internet is the glue that sticks their current internal operations to new clients in the outside world," Geller said.
"The three-pronged approach really allows us to focus on the full requirements of a commercial Web site."
Geller believes that teething problems associated with re-branding will not effect Unique World's growth, estimating the last financial year's $3 million turnover will triple in the coming 12 months. "We are planning to expand into Melbourne, and have also been looking into possibilities in Hong Kong."
According to Geller, the only major challenge confronting Unique World's continuing expansion is recruitment difficulties.
"It is often hard to find people experienced with our partners offerings, so we have a fairly important focus on finding staff with related experience and training them," Geller said.
In keeping with Unique World's mid-market focus the e-commerce integrator has recently announced a new partnership with e-commerce applications vendors Great Plains.
Unique World will market, implement and support Great Plains' e-business product solutions, including Great Plains eEnterprise, Great Plains e.Commerce and Great Plains e.Order. Geller said that the decision to partner with Great Plains was based on both the vendor's products and approach. "Great Plains offer best-of-breed products, which gives us the chance to provide unique offerings and opportunities in the market. They also offer strong branding and niche market skills in our client base," Geller said.
Geller believes the Great Plains offering is broad enough to cover the Unique World mid-market clientele and that it is supported by a non-intrusive partnership approach.
"We look for big application partners that want implementation partners for their solutions," he said. "Great Plains help us do the sell, and help us to provide a more strategic solution, however when it comes down to it they provide a good product."