A conversation with our founder and CEO, Dave Oshlag…
What made you decide to create this system for CRM?
I needed something for my marketing consulting clients and prospects, that was simple to use and that I could easily personalize for myself. As an engineer I was trained to think logically and in buckets, so the ability to sort and filter on demand was key. I looked at all the products on the market at the time (2011) and didn’t find anything to my liking.
How did you come to realize that you could build a business out of it?
I started by showing it to a couple of my Fortune 500 clients. They liked what they saw and wanted to test drive the tool for themselves. Early reviews were favorable and we went forward from there.
How did you create the system? Who helped?
The basics of the Dashboard I developed myself, but the earliest versions didn’t have ease of navigation or mobility. For that I reached out to my alma mater CMU and posted for assistance on the ECE (electrical and computer engineering) department’s web site; the department head at the time was a friend of mine. Justin Wagner is our Lead Developer and John Payne is our App Developer; both of these guys are half my age and super sharp with their programming and entrepreneurial skills.
What have been some of the most exciting moments in developing this program and company?
The most exciting moment in developing the W5T system were our initial sales back in 2012 and then the introduction of the mobile apps in 2014 was really cool. So many apps on today’s smartphones are worthless. Our app, which works on Apple, Android, Kindle Fire mobile platforms, is really handy for keeping track of all sorts of client and project information as well as personal lists such as business mileage and business expenses.
Where do you plan to go from here?
We want to continue to expand our user base, though increased awareness is our number one priority. We’re the David in the David vs. Goliath story; in our case Goliath is SalesForce.com. We’re fighting for share of mind and consideration. In terms of product features, we are constantly asking our customers what’s working for them and what other features they’d find useful. We will continue to improve both our Excel tool and the mobile apps to increase ease and benefits of use.