Issue link: http://www.insightdigital.biz/i/372574
w w w . i n s i g h t o n b u s i n e s s . c o m S e p t e m b e r 2 0 14 • I NSIGH T | 43 Femur, launched in mid-2013, released both a free LogFirst app and a premium device that remains continuously active in the car. While Femur currently makes no revenue from the app, Mason hopes it will become sought enough to sell ads while steering people to buy the device. As the app gains traction, Mason focuses promotion on the premium device. "I sell those for $79 and that's how I make my money." Mason acknowledges competition from companies such as U.S. Cellular, but he says that there is "very little competition doing exactly what we're doing. My app will provide actual maps of the route that you drove, distance, time, start time and end time. It gives you the total mileage and then you sort it and process your data." Ryan uses the LogFirst device and says it was the first of its kind he encountered. "I knew that fleet managers for trucking companies had something like it," he says. "But it sounded like a cumbersome solution that required an investment in equipment and soware." Ryan organizes numerous community running events like the Turkey Trot and Cellcom Green Bay Marathon, and oen finds himself in transit. "I'm on the phone a lot and juggling a lot of different things. What I like about what Mason's doing is I can put logging miles in the back of my mind," Ryan says. Although interest in LogFirst has been mostly among traveling salespeople and business owners, Femur is trying to develop a niche market for those in the health care industry. Femur's other ventures are still in development and include custom app creation and apps for patient-to- patient and physician-to-physician communication. Interest mostly comes from the Green Bay area but is "spreading," Mason says. Femur's two employees, including Mason, are based in Green Bay and outsource their programming to a third-party company. Mason believes that his familiarity and connections in the area would make growth in Green Bay the next step. "As Femur grows, I hope to hire and bring more in-house and do more in the Green Bay marketplace and depend less on external providers for that outsourcing." Mason is not a programmer by profession. Have enough fun with your interest, though, and it could become bigger than just a hobby. "Soware is intriguing to me," Mason says. "You can do so much with it – make so many things happen." Employee-Owners of Keller Offices in the Fox Cities, Madison, Milwaukee & Wausau 1.800.236.2534 l www.kellerbuilds.com Construction Excellence Since 1960