Tag Archives: des moines register

Experience sets Torsion Mobile creators apart - by Lynn Hicks, Des Moines Register

Richard Kirsner, left, 66, and Christian Gurney, 48, of Torsion Mobile have an office on Silicon Sixth Avenue in downtown Des Moines. They recently launched Mojaba, a company that facilitates creation of mobile-enabled websites. Justin Hayworth/The Register

The secret to staying young, says Christian Gurney, is to always create.
“It keeps you active and alive,” he said.

Gurney, 48, is chief executive of Torsion Mobile, and Richard Kirsner, 66, is the chief financial officer. They’ve just launched Mojaba, a Web-based service that enables advertising firms and designers to create websites that are easy to read and use on a smartphone.

Their office sits on Des Moines’ Silicon Sixth Avenue, where hoodie-wearing hipsters build apps and scratch for startup gold. Gurney and Kirsner’s varied business and academic backgrounds set them apart.

“There’s a good chance we would understand a client’s business,” Kirsner said. That’s an understatement.

Gurney has a degree in anthropology and lived with and researched African Bushmen tribes. He and his father started a business representing race car drivers, and he served as president of CE Software, a now-defunct West Des Moines company. He’s worked at other tech firms as well.

Kirsner also ran CE Software, back when it was making games and applications for Apple II and III computers in the early 1980s. He has a degree in art and worked as a certified public accountant at several firms. The Des Moines native worked for a Rolls Royce dealership in Florida and a telecommunications firm in Dallas; founded a cable television provider in France; and owned and operated a film animation company in St. Louis and a custom acoustic guitar factory in New Hampshire.

The two have worked together since 2000. While on the cusp of retirement age, Kirsner left his job at an ad specialty firm to join Gurney full time a couple of years ago. The two overcame a barrier for many older entrepreneurs: pricey health insurance. Kirsner said he made it work by going on a COBRA plan until he turned 65. Gurney is covered through his wife’s job as a physical therapist. With help from friends, family and a grant from the state, the two have invested $350,000 in the company.

Mobile technology offers immense business opportunity, particularly globally. More Africans have access to mobile phones than to clean drinking water, according to Nielsen research.

“This is the biggest technological shift in the history of man,” Gurney said.

Read the entire article, “Young techies snag headlines, but most entrepreneurs are older” at the Des Moines Register.

Marco Santana of the Des Moines Register blogged about local businesses that participated in the Jan. 18 SOPA/PIPA blackout. Read the story here.

StartupCity Des MoinesDwollaStartup Iowa48 WebBitMethod and Torsion Mobile, among others, have either blocked their sites entirely or linked to information about the controversial bills or petitions against them. —Des Moines Register

The Des Moines Register asked Torsion Mobile CEO Christian Gurney to share his thoughts on SOPA and PIPA.

“I have never seen a piece of legislation that I felt threatened the existence of a company I was a part of. Until now,” Torsion CEO Christian Gurney said.

Torsion builds tools for companies to create their own websites. He said the wording in the bill would make it a realistic possibility that his company could be “wiped off the Internet” if a user infringed on copyrighted material. —Des Moines Register

Read the full article here.

Catching up on the over the holiday news, on Christmas Day, Lynn Hicks of the Des Moines Register chatted with Torsion Mobile’s co-founder about how “Mojaba” was chosen as the name for the forthcoming mobile website service for creative professionals and agencies.

“The name popped into my head one morning.”
– Christian Gurney, Torsion Mobile

Hick’s article “Creativity, necessity influence startups’ odd names”, covers a lot of ground in terms what is and is not working for some of Des Moines’ tech startups.

Lynn Hicks of the Des Moines Register today presents an in-depth article covering an emerging technology startup cluster located alone downtown Des Moines, IA Sixth Avenue. Dubbed “Silicon Sixth”, Torsion Mobile’s headquarters is one of the anchor tenants in the Midland Financial Building located at 206 Sixth Avenue.

To read this article visit the Des Moines Register online.

To view the Interaction Map created by the register, follow this link.

Silicon Prairie News:

1. Post “Demonstration Fund awards Torsion Mobile $50K for stealthy Mojaba

2. Coverage in the weekly Prairiecast livestream at 25:30 of the show (watch below).

The Des Moines Register: Mention in IDED grant roundup, “Six Companies Receive Startup Grants“.

The Des Moines Business Record: Mention in IDED article, “Iowa Department of Economic Development approves awards“.

 

Hy-Vee Curtis Stone Print Ad

Hy-Vee Curtis Stone Newspaper Insert

Hy-Vee grocery stores, one of the top 20 grocers in the United States with 232 stores in the Midwest, have recently launched a marketing campaign featuring Australian celebrity chef Curtis Stone. After a few weeks of preparatory TV ads, they launched the “Curtis Stone for Hy-Vee” campaign this week. The integrated campaign hit TV (see the TV spot here), web, print and — what concerns us here — mobile.

The mobile campaign was integrated with a newspaper print supplement that was found in the Des Moines Register on June 7th. Stone’s Grilled T-Bone Steak with Chimchurri Sauce recipe included a QR code. Scanning the code brought you to a mobile-optimized Hy-Vee website. Stone’s steak recipe was then available for review.

QR Code as Part of Newspaper Insert

Hits
What we liked about the mobile aspects of this campaign was how Hy-Vee hit the main points on the mobile site and used the QR code to full advantage. We’ve recently seen many QR code implementations that took the mobile user to a non-mobile site, which represents a complete failure to understand the mode of use and what the consumer will do with a QR code.

Misses
While we applaud Hy-Vee for at least bringing mobile users to a mobile-optimized site, the site itself didn’t take full advantage of the situation. Looking at the landing page (below left), the most prominent item is a request for feedback – not a marketing message tied in with Stone and his steak recipe. Also, the link to the recipe itself is the 4th item down the list.

There is also a “My Hy-Vee” page, which is apparently some type of log-in, but the mobile page itself provides no information whatsoever as to what the feature is and why I might want to use it.

Good mobile-optimized content.

Not so good home page call to action.

The Change Up
Our advice for the next round of Curtis Stone recipes is as follows:

  1. QR Code: Take the consumer directly to the Stone recipe featured
  2. Home Page: Don’t ask for feedback – sell something or ask for the consumer to sign up for something
  3. Add in a link to the associated Stone recipe commercial on the Hy-Vee YouTube account
  4. Put the Stone Recipe button at the Top
  5. Explain and promote “My Hy-Vee”
  6. Store Finder – upgrade to use HTML5 GeoLocation to suggest to the consumer where the closest store is located

These tweaks are just that – small changes to improve the already good mobile experience and make it great. As Jason Speros of Google says, with mobile you must “Iterate, Iterate, Iterate.” And we can hardly wait for the next recipe, Curtis…