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    COMPANY INFORMATION


    VISION COMPUTING
    Executive Summary



    1. Introduction
    VISION COMPUTING is a New Mexico owned and operated consulting company offering a wide range of computer related services. Our approach to customer service caters to all user levels from beginners and novices to advanced "power users." Computers are very powerful tools, and are increasingly used in all areas of business, recreation, entertainment, and education. Like any other tool, some experience and expertise are needed to use the computer to it fullest capabilities. Our aim is to help our customers get the most from their computing tools.
    The founders of VISION COMPUTING recognized the need for services specifically geared to each individual user's skill level and application requirements. The company was founded in 1994 to meet the goal of providing personalized and individualized services to users in a cost- and time- effective manner.

    2. Market Niche
    Simply stated, our target market is any user or group of users that desire to get more from their personal computing tools. From helping a rank beginner buy and set up their first personal computer, to upgrading systems and engineering the network for a small business or organization, to designing and developing a commercial web site, VISION COMPUTING has the skills and experience to handle a diverse range of customer requirements. We have segmented our market by dividing computing services into six main focus areas.

      System Design, Set-up and Support Services
      Upgrade and Repair Services
      Graphics and Digital Image Creation Services
      Web Site Design and Development Services
      Group Training Programs
      Individual Tutoring

    Further, we organized these markets based on user skill levels. We have seen that beginner and novice computer users have considerably different service requirements than do advanced technical or business users. Thus, we have further divided our service market into three user skill levels.

      Services for Advanced Technical and Business "Power Users"
      Services for Intermediate Level Users
      Services for Beginner and Novice Users

    There are other companies in Albuquerque and throughout New Mexico that offer services similar to VISION COMPUTING. In fact, the 1997/1998 USWest Yellow Pages for Albuquerque and surrounding areas has approximately 130 companies listed in the section COMPUTERS - SOFTWARE & SERVICES. However, in comparing the companies listed in the 95/96, 96/97, and 97/98 yellow page directories we found a very high turnover rate. Further, among the companies questioned, 45% are no longer providing personal computing services. Rather, they are concentrating their efforts on business related products and services.
    By focusing our efforts on home and small business users, VISION COMPUTING fills an important and growing niche of computer users. Unlike most of our competition, we provide the convenience of service right in the customer's own home or office. Virtually all of our training and tutoring programs are done at the client's site and in most cases repairs and upgrades are also done on-location.

    3. Marketing Strategy
    For the first two years of our existence VISION COMPUTING employed a passive marketing scheme. Our only source of advertising was customer referrals and "word-of-mouth." In 1995 and 1996 we did not spend any money on marketing or advertising. In 1997 we initiate a more aggressive marketing campaign. This was done by spot advertising in local business and computer magazines, by exhibiting at the 1997 New Mexico Computer Expo, and by posting our inaugural web site. These efforts combined to give VISION COMPUTING more public exposure in the second half of 1997 than in the two years preceding. In the fourth quarter of last year we obtained a record number of clients and most were not referrals from existing customers. Clearly our new marketing tactics were paying dividends in new business.
    In 1998 we have expanded our marketing and advertising even further. Earlier in the year we moved to a new Internet service provider and obtained our own Internet domain (vision-computing.com). Throughout the year our World Wide Web site has been undergoing major revision and it is now the center-piece of our marketing, advertising, and customer information efforts.
    Additionally, we have refined our advertising campaign. Since mid-year we have been running regular advertisements in ComputerScene. This Albuquerque-based publication is a monthly computer magazine with readership of well over 30,000 throughout New Mexico.
    To further promote the company we returned as exhibitors and presenters at the 1998 New Mexico Computer Expo, recently held in Albuquerque.

    4. Fiscal Policies
    VISION COMPUTING has followed, and will continue to follow, a fairly conservative fiscal policy. The company was started with virtually no startup capital and as cash reserves achieved certain levels we purchased the equipment and supplies we needed. With a few exceptions, we have generally operated under the basic pretense that if we don't have the money in the bank, we don't buy anything. This may have limited our growth, but it has also kept our financial liabilities at very low levels. Further, over the past two years we have obtained a line of credit for the company and this has helped our growth by providing a means of purchasing new equipment. By the close of FY 1997 we had completely paid all outstanding debt. We are planning to do the same again this year.

    5. Business Organization
    VISION COMPUTING is currently organized as a sole proprietorship. This was the least expensive way to "open our doors" but has obvious limitations, especially for liability. If business continues to grow as projected, we plan to reorganize the company sometime in 1999. Both C-corporation and limited liability corporations have been suggested and we will be examining the pros and cons of each business structure with our legal and financial advisors.
    To supplement the knowledge and expertise of our principals, VISION COMPUTING is forming a board of advisors. The board will consist of experts in legal, financial, accounting, marketing, and sales who will provide advice and guidance in exchange for services from the company. The board members do not have any financial interest in the company. To date we have filled two of our advisory positions: legal and advertising.
     

    Mark R. Leo-Russell
    Owner/Chief Operating Officer
    October 1998

    VISION COMPUTING
    e-mail: visicomp@vision-computing.com
    web:    http://www.vision-computing.com
    phone   (505) 275-1502

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©Copyright 1998 VISION COMPUTING. All rights reserved.
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Send questions or comments to: webmaster@vision-computing.com
Created: Monday September 28, 1998 1200 MDT
Last update: Sunday December 6, 1998 0900 MST