With the launch of their Internet based identification card solution, the company quickly realized the size of the opportunity and the need for a viable solution for small and midsized companies. The main reason this web based tool was created was simply to serve the requests of many of their now sister company’s, Virtual Tournament Directors (VTD), customers. Because of the ability to handle online registrations and produce identification cards at such a reasonable cost with easy to use tool, many of VTD’s customers asked for their services in their own businesses and cities. Based on their requests a registration vehicle for background checks and photo identification cards was produced. Little did the company then realize the size of the industry, nor the impact their toolset would have on the marketplace.



After their new toolset was launched under the address of www.fullidentity.com, a myriad of customers checked out their services and adapted to them quickly. Initially many customers were hesitant to use them and everyone wanted references. Quickly the company established a footprint in the industry and a track record of great services with their new customers. But soon after, the staff realized that all of the tools that were built were done solely for the customers and not for the back office. Because of the volume of sales, production had to streamline to handle the rush of customers. Accordingly the organization decided to shut down the advertising before the end of 2006 so the website could be retooled to be able to handle the volume of customers that was being encountered.

Surprisingly, the business only slowed down for a while after all of the advertising had been shut off. Slowly but surely the company started adding customers once again strictly by word of mouth from the customers that first found FullIdentity.com’s online services. Presently the company has been adding over 10 new customers a day without spending a dime on advertising. Needless to say, the organizations staff grew more exited as they watched the expanding client base.

Several things were reviewed such as the ability to ensure the customer received exactly what was seen through their online ID Card Wizard as well as their packaging and shipping methods. Management had to take a good look at the financials and determining where the company needed improvements before launching an even more aggressive advertising campaign.

The company’s development team has been hammering out changes to both the back office tools used by their sales and support staff, as well as the customer’s website tools. Before the launch of the advertising, then are working on shortening the production cycle by an additional day. Brian Jinks, one of the company’s leaders stated “It’s not a matter of only speeding up the company’s production cycle; it’s about doing better than we promised."

According to their lead developer Michael Flanagin, the organization will be ready to push out their new support tools within less than a week. The advertising will begin slowly after the initial testing cycle of the new version to ensure the bugs are worked out before exposing the masses back to the website. The company is planning on relaunching their ad campaign in early March.