AddressTwo
Encyclopedia
Carter and Company, LLC (dba AddressTwo) is a privately held web application
company based in Indianapolis, Indiana
. The firm was founded in 2005 by Nick Carter as a marketing
consulting company. Carter began developing applications for customers in 2007, including a small-scale CRM
application that evolved into the company's flagship product AddressTwo.
Since August, 2008, the company's focus has shifted from marketing consulting services to the development, sales, and marketing of AddressTwo and related products. AddressTwo was first commercialized in August, 2008 as a Saas
product, followed by ApplyTwo, PostTwo, FriendTwo, and HereTwo. Founder Nick Carter published Unfunded: From Bootstrap to Blue Chip Without the Fuel of Round-A Capital in February, 2011 encouraging Entrepreneurs to follow his example of starting a business without Venture Capital
.
The company's legal name is Carter and Company, LLC, an Indiana-filed Limited liability company
, but assumed the legal DBA
of AddressTwo in August, 2009.
services including graphic design
, copywriting
, as well as web development
. By 2007, the company had 6 employees and was serving Fortune 1000
companies such as GlobalSCAPE
and 3D Systems
. However, as Nick Carter later commented in his book, "I could not work my way into wealth. I still had a job, not a business." In 2007, the company began to introduce a series of SaaS
-model web applications that each failed to monetize.
product for public use and commercialized on August 11th, 2008. The name AddressTwo was reportedly selected because of an inane debate the developers had with the original customer over the inclusion of a second input field for the second line of addresses, arguing that the goal of the program was to maintain utter simplicity.
By September, 2009 AddressTwo had grown to an installed base
of 500. Several new features were released at a user conference called the Hullabaloo held on September 16th, 2009 in Indianapolis, IN. The new features included email marketing module, task management, and a dropbox feature personified in the character Addy.
As of January, 2011 AddressTwo reported an installed base
of over 5,000 representing 800 different companies.
on August 18, 2010. Indiana Secretary of State filings do confirm that as of 6/1/2011 Carter and Company, LLC (dba AddressTwo) is a single-member LLC
with the sole managing member being Nicholas R. Carter.
model SaaS
products.
Web application
A web application is an application that is accessed over a network such as the Internet or an intranet. The term may also mean a computer software application that is coded in a browser-supported language and reliant on a common web browser to render the application executable.Web applications are...
company based in Indianapolis, Indiana
Indianapolis, Indiana
Indianapolis is the capital of the U.S. state of Indiana, and the county seat of Marion County, Indiana. As of the 2010 United States Census, the city's population is 839,489. It is by far Indiana's largest city and, as of the 2010 U.S...
. The firm was founded in 2005 by Nick Carter as a marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
consulting company. Carter began developing applications for customers in 2007, including a small-scale CRM
CRM
- Sales and marketing :* Customer relationship management, processes implemented by a company to handle its contact with its customers* cause-related marketing, a type of marketing* Courtesy reply mail, a type of business mail- Companies and institutions :...
application that evolved into the company's flagship product AddressTwo.
Since August, 2008, the company's focus has shifted from marketing consulting services to the development, sales, and marketing of AddressTwo and related products. AddressTwo was first commercialized in August, 2008 as a Saas
Saas
SAAS is an abbreviation for* Social Accountability Accreditation Services* Software as a service * Student Awards Agency for Scotland* Seattle Academy of Arts and Sciences* South Australian Ambulance Service...
product, followed by ApplyTwo, PostTwo, FriendTwo, and HereTwo. Founder Nick Carter published Unfunded: From Bootstrap to Blue Chip Without the Fuel of Round-A Capital in February, 2011 encouraging Entrepreneurs to follow his example of starting a business without Venture Capital
Venture capital
Venture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...
.
The company's legal name is Carter and Company, LLC, an Indiana-filed Limited liability company
Limited liability company
A limited liability company is a flexible form of enterprise that blends elements of partnership and corporate structures. It is a legal form of company that provides limited liability to its owners in the vast majority of United States jurisdictions...
, but assumed the legal DBA
Doing business as
The phrase "doing business as" is a legal term used in the United States, meaning that the trade name, or fictitious business name, under which the business or operation is conducted and presented to the world is not the legal name of the legal person who actually own it and are responsible for it...
of AddressTwo in August, 2009.
History
The company's initial business model was centered on marketingMarketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
services including graphic design
Graphic design
Graphic design is a creative process – most often involving a client and a designer and usually completed in conjunction with producers of form – undertaken in order to convey a specific message to a targeted audience...
, copywriting
Copywriting
Copywriting is the use of words and ideas to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing , the term copywriter is generally limited to promotional situations, regardless of the medium...
, as well as web development
Web development
Web development is a broad term for the work involved in developing a web site for the Internet or an intranet . This can include web design, web content development, client liaison, client-side/server-side scripting, web server and network security configuration, and e-commerce development...
. By 2007, the company had 6 employees and was serving Fortune 1000
Fortune 1000
Fortune 1000 is a reference to a list maintained by the American business magazine Fortune. The list is of the 1000 largest American companies, ranked on revenues alone...
companies such as GlobalSCAPE
GlobalSCAPE
GlobalSCAPE, Inc. is a software company headquartered in San Antonio, Texas. The company's products are considered part of the managed file transfer category, on which Gartner and Aberdeen Group have recently published reports....
and 3D Systems
3D Systems
3D Systems, headquartered in Rock Hill, South Carolina, is a maker of rapid prototyping machines, notable for developing stereolithography and the STL file format.- History :...
. However, as Nick Carter later commented in his book, "I could not work my way into wealth. I still had a job, not a business." In 2007, the company began to introduce a series of SaaS
Saas
SAAS is an abbreviation for* Social Accountability Accreditation Services* Software as a service * Student Awards Agency for Scotland* Seattle Academy of Arts and Sciences* South Australian Ambulance Service...
-model web applications that each failed to monetize.
Failed Product Launches Prior to AddressTwo
- MyCADMash: a social networking website tailored for users of CAD software.
- AgentGrade: a consumer review website for real estate agents.
- BrandStakes: an bid-based platform for selling event sponsorships.
Commercialization of AddressTwo
In June, 2008, the firm developed a simple web application to meet one customer's request for online lead entry and tracking. After two months of use, Carter decided to re-invent the application as a CRMCRM
- Sales and marketing :* Customer relationship management, processes implemented by a company to handle its contact with its customers* cause-related marketing, a type of marketing* Courtesy reply mail, a type of business mail- Companies and institutions :...
product for public use and commercialized on August 11th, 2008. The name AddressTwo was reportedly selected because of an inane debate the developers had with the original customer over the inclusion of a second input field for the second line of addresses, arguing that the goal of the program was to maintain utter simplicity.
By September, 2009 AddressTwo had grown to an installed base
Installed base
Installed base or installed user base is a measure of the number of units of a particular type of system—usually a computing platform—actually in use, as opposed to market share, which only reflects sales over a particular period. Because installed base includes machines that may have been in use...
of 500. Several new features were released at a user conference called the Hullabaloo held on September 16th, 2009 in Indianapolis, IN. The new features included email marketing module, task management, and a dropbox feature personified in the character Addy.
As of January, 2011 AddressTwo reported an installed base
Installed base
Installed base or installed user base is a measure of the number of units of a particular type of system—usually a computing platform—actually in use, as opposed to market share, which only reflects sales over a particular period. Because installed base includes machines that may have been in use...
of over 5,000 representing 800 different companies.
Refusal of Venture Capital
In his book Unfunded Nick Carter alleges at least three instances when venture capital was offered and refused but no public record or securities filing can verify the offers. Nick Carter keynoted a business conference for Rainmakers Marketing Group speaking of his experience growing AddressTwo without venture capitalVenture capital
Venture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...
on August 18, 2010. Indiana Secretary of State filings do confirm that as of 6/1/2011 Carter and Company, LLC (dba AddressTwo) is a single-member LLC
Limited liability company
A limited liability company is a flexible form of enterprise that blends elements of partnership and corporate structures. It is a legal form of company that provides limited liability to its owners in the vast majority of United States jurisdictions...
with the sole managing member being Nicholas R. Carter.
Ancillary Products
After the initial success of AddressTwo, several ancillary products were introduced to augment or complement AddressTwo's functionality. All of these are freemiumFreemium
Freemium is a business model that works by offering a product or service free of charge while charging a premium for advanced features, functionality, or related products and services...
model SaaS
Saas
SAAS is an abbreviation for* Social Accountability Accreditation Services* Software as a service * Student Awards Agency for Scotland* Seattle Academy of Arts and Sciences* South Australian Ambulance Service...
products.
- HereTwo: a geolocationGeolocationGeolocation is the identification of the real-world geographic location of an object, such as a radar, mobile phone or an Internet-connected computer terminal...
service to find Wi-FiWi-FiWi-Fi or Wifi, is a mechanism for wirelessly connecting electronic devices. A device enabled with Wi-Fi, such as a personal computer, video game console, smartphone, or digital audio player, can connect to the Internet via a wireless network access point. An access point has a range of about 20...
hotspots nearby. - PostTwo: an email marketing service that converts a blogBlogA blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...
RSSRSS-Mathematics:* Root-sum-square, the square root of the sum of the squares of the elements of a data set* Residual sum of squares in statistics-Technology:* RSS , "Really Simple Syndication" or "Rich Site Summary", a family of web feed formats...
feed into a email newsletter. - Free Contact Form: a free HTML contact form widget that stores leads in a freemiumFreemiumFreemium is a business model that works by offering a product or service free of charge while charging a premium for advanced features, functionality, or related products and services...
version of AddressTwo. - FriendTwo: a data miningData miningData mining , a relatively young and interdisciplinary field of computer science is the process of discovering new patterns from large data sets involving methods at the intersection of artificial intelligence, machine learning, statistics and database systems...
service that extracts contact information from social mediaSocial mediaThe term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,...
sites such as FacebookFacebookFacebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
, TwitterTwitterTwitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
, and LinkedInLinkedInLinkedIn is a business-related social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. , LinkedIn reports more than 120 million registered users in more than 200 countries and territories. The site is available in English, French,...
and combines them into a CSVCSVCSV may refer to:* Clerics of Saint Viator* Common Stored Value Ticket* Confederación Sudamericana de Voleibol* Character Strengths and Virtues* Christian Social People's Party* Community Service Volunteers...
spreadsheet. - ApplyTwo: (extinct) a job board service for recruiters to generate leads from job requests and candidate listings.
- TweetTwo: a geo-targeting service that automatically replies to twitterTwitterTwitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
users based on Foursquare venue checkins.
Awards & Recognitions
- AddressTwo was a finalist for the 2011 MIRA Award from TechPoint in the Information Technology Company Gazelle category.