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>> Episode 8 - ALTERNATIVE ENDING by Mike Petinarelis <<

The 2ndSite brand has been MURDERED!

Why We're Doing This
2ndSite is re-branding. So we decided to kill our old brand off in the format of a murder mystery story, released in 8 episodes, which you can read here at www.brandmurder.com. In conjunction with each episode, we will release a podcast that tells you how things are evolving and describes the business case for such an experiment. Sign up and follow along!

Who We Are
2ndSite is an online billing service that is incredibly easy to use for small businesses, freelancers, consultants and their clients. It saves time, helps businesses save money and get paid faster. First released in May 2004, the service now has 40,000 users. Find out more or try it for free (fully functional, nothing held back) at www.2ndSite.biz.

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Episode Six

To recap: The team has been asked to turn out their pockets, bags, briefcases and knapsacks. It's been revealed that Daniel is a compulsive gambler, something which the Brand knew and held over him. Kathy admits to reading The Young Poisoner's Handbook. The questioning of the team's motive and alibis is now in progress. Joe continues to defend the Brand.

The Boardroom:

Murphy: I find it interesting, Joe. That you're so keen on defending the Brand. Methinks you doth protest too much.

Joe: What do you mean? I think the Brand made perfect sense.

Daniel: How can you think that? He clearly had a bad URL. NO ONE has a dot-biz. It's embarrassing. Makes us look fly-by-night.

Joe: Well, we managed to find some 46,000 clients despite that.

Kathy: Listen Joe, just how many more do you think we might have had, if the Brand's name had at least been spelled correctly? No one wants to type in a site with letters and numbers. It's irritating.

Joe: Kathy, I don't know how you can say that. Look at all he's done for us! <Joe starts turning red... clearly hot under the collar>.

Daniel: Well, he's done us a big favour now, hasn't he? Finally we can move on and get rid of the crystal ball afterlife calls.

<The tension is palpable as the volume of voices starts to rise.>

Joe: Take that back! You have no idea what you're talking about.

Levi: Joe, you're not talking sense. The name doesn't work. It doesn't say what we do. It's too obtuse! You and Mike had a great idea but your inside lingo doesn't cut it in the business world. Every time you say the company's name, you or Mike have to qualify it with "you know, a company's second site." It simply doesn't work!

Murphy: I dunno Joe, they're starting to convince even me.

Joe: Well they're not convincing me! In fact, they're just reminding me even more why the Brand was great. Dot-biz and numbers in the URL notwithstanding, we built a solid business and all we have to do to wreck it is start fixing what isn't broken.

Levi: You're only allowed one cliché here Joe. Make it count. It is broken, we have to fix it. Can you see we're getting calls for tarot card readings? That people can't remember our name?

Kathy: That they have to try a couple of spellings before they find our site?

Joe: Just think about what you're saying! The work involved in changing everything. We've got a good thing going. We have a loyal customer base, a fabulous product. We don't need to change the Brand!

Murphy: Everyone calm down. Joe, all of this is touching, but before you get all dewy-eyed I have to remind you that the reason we're all here is that someone murdered the Brand. And frankly you're just so darned squeaky clean and innocent that it's tripping all the alarms bells.


Do you think you know who murdered 2ndSite?
Submit your answer or read more on the prime suspects.

1 Comment Posted

Salo Printing - Posted: Mar 22/2006
Methinks Joe doth protest too much!
Eric Salo

Comments are closed

Do you think you’re
Sherlock? The 2ndSite
brand has been
and the first person
to correctly guess the
culprit (who), the motive (why),
and the means (how), will win a really
cool prize.

The Suspects

Michael McDerment
Michael McDerment Michael has been partying involved with internet technologies since 1999. An entrepreneur and internet marketing consultant with two successful start-ups to his name, Michael is dedicated to helping his clients get more from the internet. Like many entrepreneurs, Michael talks faster than he writes and can deftly juggle and keep his eye on hundreds of balls at one time. But perhaps he is not juggling... perhaps he is plotting murder...?!

Joe Sawada
Joe Sawada In 2000 Joe received his Ph.D in Computer Science from the University of Victoria, specializing in the development of efficient algorithms. (Just in case you think he’s a nerd, Joe is one of those guys you’d never think was this smart because he’s so cool. That's why we don't trust him).

Levi Cooperman
Levi Cooperman Levi is a professional engineer with a B.Eng from the University of Victoria. He is able to grow a beard faster than Superman and can leap a building in a single bound. Before joining 2ndSite, Levi managed projects at Apex Systems Integrators Inc., where his clients included Canadian Tire, Nestlé, and Parmalat. Did we mention he can grow a beard in seconds? All serial killers have beards...hmmm.

Kathy Donoghue
Kathy Donoghue Kathy graduated from City University London with an MSc in Information Systems & Technology. She comes to 2ndSite from PricewaterhouseCoopers and GE Capital where she led many successful web-based IT development and knowledge management projects. Kathy is from the east coast where everyone is nice...too nice...

Jeffrey Sarmiento
Jeffrey Sarmiento Jeff is a consummate perfectionist and ace designer. Jeff-fun includes developing Flash web sites, PHP solutions and snowboarding and he will not hesitate to take on any double black diamond he comes across. Jeff is also obsessed with washing his car (some say his left arm is twice the size of his right arm because of this). Obsessiveness is freaky...we trust him, but we don't trust him if you know what we mean...

Daniel Tsang
Daniel Tsang A recent graduate from University of Toronto's Computer Science programme, Daniel develops new functionality (back-end) for 2ndSite, and answers support requests. Daniel is our resident film critic, and knows when to fold 'em in Texas Hold 'Em. He seemed upset when the Brand died...maybe he's bluffing?

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