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FEATURED CASE STUDY
A Free-Thinking
Investment Advisor Goes
Online To Deliver Breaking News
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The challenge—
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The solution—
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Investment advisor Curtis Hesler had mailed
a newsletter to clients since 1978. But the recommendations
he sent bi-weekly to 600 clients were affected by the delay
of mail delivery. Though he used a 1-800 hotline to post the
latest news, it obviously didn't allow him to post visuals,
like market data charts and graphs.
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A handsome web site with the latest market
analysis, graphs and customer service features such as user
password-retrieval and online sign-up. It sports access control
that immediately reminds subscribers when they need to renew.
Using Web access, he can update the site anywhere, from a
golf clinic to a cruise ship.
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.................................................................................................................
 Curtis
Hesler has always done things his way. While his grade school classmates
were delivering newspapers, he started a fireworks company. Instead
of heading to Harvard to study finance, he became a successful stockbroker
with a business degree from the University of Montana. And he launched
his own investment newsletter away from Wall Street long before
it was hip to have a Montana address.
Advice that pays
The newsletter, which he's mailed bi-weekly to 600 investors since
1978, has been a smashing success. "People need help because
they've been losing money for two years," he says. Hesler has
built a reputation for making profitable recommendations during
bull and bear markets. In fact, columnists at Forbes.com
frequently quote his newsletter, called Professional Timing Service.
Last year he decided it was necessary to update the newsletter
format in order to increase circulation and provide breaking financial
news to his clientele. He approached Pyron Technologies to find
out how he could send mass emails from his database and move Professional
Timing Service online.
Creating bottom-line goals
John Brownell and Laurie Pace of Pyron's web development team talked
with Hesler about how a web site could meet those needs and more.
As the project evolved, he created two bottom line goals. The web
site had to look professional. And it had to deliver information
quickly so his customers could make the informed, timely decisions
that are the difference between making and losing money.
The site went live in February 2003. "I'm really happy with
it," he says, adding that it was easy to work with the Pyron
team. "They're such competent, down to earth people. Even the
programmers don't fit the stereotype of technical people that can't
communicate. I'm thoroughly impressed."
The web site makes it easier and faster for him to send late-breaking
information to subscribers. "It changes what information I
share with them. If I know someone is going to read it a week from
now, it's different than what I write if I know they're going to
read it tomorrow." The web site also enables him to add graphics
to his weekly hotline suggestions that can help subscribers make
decisions about buying and selling.
"I'd get rid of the paper newsletter in a heartbeat"
Hesler admits that he's so excited about getting the information
out that sometimes he posts the online version before he even goes
to the printer. "I'd get rid of the paper newsletter in a heartbeat,"
he says. "You've got to print it, it's expensive, you have
to stuff and mail it, and it's time consuming." He laughs.
"The ink's not even dry on the page and the web version is
up!"
Despite the online advantages, he says he can't abandon paper yet
because some of his subscribers still prefer the old-fashioned format.
But online subscriptions are increasing, thanks in part to the site's
online subscription system that makes it easy for new clients to
sign up. And under a new partnership, Forbes.com will soon start
marketing the e-newsletter.
Meanwhile, the investment advisor continues to work with Pyron.
The site's next phase includes plans for an application that allows
him to update the entire web site from his office. "I'm a step-at-a-time
kind of guy," he says. Once again, he's heading in the right
direction.
Visit www.protiming.com.
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