I’ve been involved the past few weeks doing some consulting on web development and internet marketing for a company that is not directly tied to the fitness industry. It’s been a lot of fun from my perspective since it’s a slight deviation from direct work with fitness professionals and their fitness business or the happenings in our other offerings (working vacations, fitness business, fitness camps).

As the bulk of that project is coming out of the development stage and going more into the traffic generation and conversion stage I thought I’d take a short breath and review any lessons learned thus far.

Lessons Learned from Ultimate Ice Wraps Development

  • Timing and Speed can be more important than perfection. – While we all want and should have a quality product or service, at times it is more important to get that offer out there than wait for perfection. It is a great tactic to launch a new offering along with an event. It adds to the excitement and anticipation. UIW has spent the first part of the weekend at the NSCA conference and the second half (until tomorrow) at the National Coaches Association conference. We decided to concentrate on the primary information and product pages and functionality. It worked out great as their booth visitors were able to follow up with their website  to see and learn about their products at the time of the conference rather than running into a “website under construction” sign. (We’ll be filling in those secondary pages this week.)
  • You must evaluate the costs vs. the customer benefits. – We put the UIW website in our G2 cart, which is the same cart we provide the working vacation programs for fitness pro travel on. This cart has many features that the pro travel community are not even aware of (yet). Quality features do not come cheap and the management had to take a good look at their business and evaluate the benefit of those many features to decide which would be beneficial to their customers while maintaining their budget. They made wise decisions as the pro travel community will utilize tools that the ice wrap community will not.
  • Use of social media and in-bound marketing is of benefit to an e-commerce site. – This took a little convincing as company management have not been involved in social media. We have developed a great marketing plan that will have them active in the social media settings as well as utilizing simple interactive tools such as a blog and article marketing within their own site. I may be jumping the gun just a bit on this topic for UIW as we are still setting up accounts for them, but I am confident that the long lasting benefits of utilizing social media will pay off great dividends to them.
  • Win-Win partnership situations kick ass. – I bring this obvious point up only because you will be hearing more about some of the opportunities that we are working with UIW on that may directly be of benefit to our fitness professionals. It will be a few weeks before it is sorted out, but partnerships are on the horizon… the simplest of which is up and running now. If you are familiar with affiliate programs and want to utilize some high quality ice wraps go create an account their now. More to follow.
  • When you’re green you are growing, but when you’re ripe you’re rotting. – I am well aware that I have much to learn from fitness to business to web design to internet marketing. I know just enough about each to be dangerous. Overall I believe this is a good thing in that as soon as any one of us thinks we’ve arrived at the finish line, the field passes us by. John, my programming partner has had great opportunity to remind me how much I don’t know about programming and taught me a few things along the way. The organization for site search engine optimization, pay per click advertising, and social media presence is ever evolving and definitely keeps me on my toes. I’m pretty sure I’ll remain green. 🙂

All in all this has been and continues to be a fun project and a learning project. There seems to always be something to learn when you are given the opportunity to interact, problem solve, and build with another.

I hope these points are reminders or even hot buttons for you. I’m sure there will be another list of “things I learned” as we go through the next chapter of Ultimate Ice Wraps development.

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