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| TODAYS DATE : 1 September 99 | US EDITION | September 1 1999 |
Taken from September 1, 1999 print edition of PRWeek Magazine- U.S. edition
Hi-tech wiz forms niche agency for dot-com market
By Rebecca Flass
WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon Boroshok, has opened its doors with the mission of serving emerging dot-com companies that are being turned away by larger agencies.
Like many observers of the hi-tech space, Boroshok, a former Lernout & Hauspie Speech Products senior marketing communications manager, believes the PR market is bursting with opportunities for firms willing to take on smaller accounts.
"Most large agencies are at full capacity and then some," he said. "They won't take on a client for less than $12,000 a month, which often presents a problem for dot-com companies that aren't yet established."
Rather than working with retainer clients, TechMarcom will provide service on a contract, project or hourly basis, with billings ranging from $3,000 to $5,000 per month. Shortly after opening its doors, the firm landed several clients for small projects, including SoftLock.com, NatWest Bank, and DiscJockey.com.
Boroshok said TechMarcom will handle a wide range of marketing tasks, including launch and rollout planning, media and analyst relations, and special events. He added that he is developing a migration strategy for smaller dot-com clients whose business will inevitably grow, and plans to refer them to larger agencies.
The agency is also doing project work for Mullen, and has received referrals from agencies like Sterling Hager. "If I do my job, one year from now, none of my current clients will be my clients," Boroshok said.
In addition to his experience at Lernout & Hauspie, Boroshok has served as senior PR specialist at Sybase, and also worked
at Poppe Tyson, a BSMG company.