Virtual GraphX Inc. to Cater to Businesses Online
by January 8, 2001 12:00 am 79 views
Virtual GraphX Inc. is one of Fayetteville’s oldest Web-based businesses, but it’s virtually a start-up.
That’s because Will G. Louden, the company’s President & CEO, is working on a new online food marketplace that could remake Virtual GraphX into an Internet powerhouse. Louden’s concept is to create an e-commerce site that will capitalize on bulk sales in seven local cities and avoid the logistical pitfalls that have plagued online food delivery firms nationally.
Instead of trying to handle many individual retail orders and delivering them house-to-house, pizzanet.net and nwaCafe.com will become online caterers.
Louden said the eventual goal is to get 15 to 20 percent of the region’s catering market, which could account for $500,000 to $1 million in online sales for his company. Virtual GraphX, founded in 1997, plans to release the yet unnamed site during the second quarter of this year.
“We’re going to target lunch sales for large offices and things like tailgating for football games,” Louden said. “We’re looking into church events, clubs and attempting to streamline some catering processes.”
Included among the potential customers Louden is targeting are Fortune 500 companies based in Northwest Arkansas. He said having ready-made meals brought to work saves down time and makes lunch more convenient for workers.
Eureka Pizza Inc. of Fayetteville and Harps Foods Stores Inc. of Springdale have expressed interest in the site, and another national pizza chain is in negotiations with Louden about becoming a vendor.
Brooks Swink, owner of the screen printing and graphics design firm, Brooks Graphics Inc. of Fayetteville, has worked with Louden on several projects. Swink said the energy at Virtual GraphX gives it a lot of potential.
“They have a great plan,” Swink said. “Will is certainly working hard at making [the new site] happen, and I think they’re doing it right.”
Some kind of minimum size will likely be imposed on the orders, Louden said. The site will handle order processing, marketing and transaction clearing for food vendors.
“We’re not going to attempt to become Fed Ex or UPS with food,” Louden said. “We’re a technology firm, not a delivery firm. We’re defining our target markets and focusing on them like a laser.”
Another project Virtual GraphX has in the works is goopykids.com, due for launch this month. Louden said the product is an interactive educational site focused on nutrition and teaching children how to have healthy diets. It will feature interactive contests and games. Eureka Pizza is supporting the effort with donated prizes.
“We want to give back to America’s youth and to build brand loyalty,” Louden said. “Today’s fourth and fifth graders are tomorrow’s technology leaders.”
Virtual GraphX spent its first two years publishing NWA Hotspots, a local entertainment guide. It also produced coupon books and a local living guide. But in 1999, the company ceased its print operations and started developing its online products — nwahotspots.com and nwaliving.com.