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Company: 21 Thoughts Limited
Project: moomü
Dates: Aug 2007 to Apr 2008
How did the project start?
The moomü project started when John Tuton attended one of our talks on the future of online marketing.
John heads up Postura Health, a startup business, and moomü is one of his centre piece products.
As well as needing a great looking website, John wanted to ensure that his brand got maximum exposure online.
What options did you consider?
We ended up building three websites for John: each product has it's own strong brand, and there is a company site that unites them.
The biggest decision was whether to make this split, or keep a single entity.
Technical decisions were less of a challenge... it had to be standards compliant (XHTML/CSS), and the ecommerce engine had to be secure, slick and configurable. After investigating a few, we choose the Actinic product.
What help and expertise did you receive?
This is a real North East start-up success story.
The project brought together 4 local start-up businesses:
Kris Wood at Bigger Boat Designs created the great looking graphics.
Helen Cowland at In the Detail wrote clear, sharp copy.
We at 21 Thoughts, bolted the website together and gave strategic guidance.
And, of course, Postura Health got a new website we are all really proud of.
Did you face any challenges or learn any lessons?
Yes, we are too involved! We keep wanting to make it even better!
On a serious note, we need to address conversions, and are doing so in the next release.
What are the outcomes and how has it improved your business?
Postura Health is thriving:
moomü and it's sister site mammoth sport are getting good visitor numbers.
The products are starting to fly and some high profile clients are providing great case studies.
What are your plans for the future?
The project continues to be exciting:
We have new site releases scheduled for April. Including case studies and promotions tied in to the London Marathon.
The online promotional activity is also in full swing: with SEO and a deep keyword analysis, a blog, and an experts' satellite site all being developed.
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