Area draws more firms tied to Web

Company executives like quality of life in Baltimore region

`The distinction factor'

Lower costs of labor, leasing an edge over other major cities

September 19, 1999|By Mark Guidera | Mark Guidera,SUN STAFF

As young brothers growing up in Baltimore, John and Scott Ferber used to dream big: One day, they mused, they'd run a great company together.

That day is here, and their year-old venture, is on a tear, generating almost $1 million monthly in revenue and capturing the interest of venture capitalists, which recently handed the company $11.75 million for expansion.

The Ferbers' company, located in the Harborview overlooking Baltimore's Inner Harbor, helps Web sites and businesses target advertising to Web site visitors based on their interests. It is one of a growing number of companies in the Baltimore-Washington corridor attempting to ride the explosive growth of the Internet to fame and fortune -- or at least to an honest living.

The region isn't exactly Silicon Valley, ground zero for the Internet industry. But economic development experts and Web industry watchers say the region is germinating a robust business community tied to the Internet.

Executives of these companies say they prefer being based in the Baltimore region because of several factors: quality of life amenities, such as access to Chesapeake Bay and East Coast cultural and business centers, and the relative low cost of business when compared to places like San Francisco, New York, Boston and the Northern Virginia area.

TeknoSurf co-founder and President Scott Ferber estimates that leasing costs for space are two to three times lower in Baltimore than San Francisco or New York, and wages about 1 1/2 times lower.

"There's also the distinction factor," said Ferber. "If we were in Silicon Valley or Northern Virginia we might be just another company. Being headquartered in Baltimore helps us stand out from the crowd in some ways."

Sydney Rubin, founder of Baltimore-based e.magination Inc., a fast-growing Web site design and marketing firm, said the lower cost of running a business means that area shops have a price edge when dueling for customers outside the region.

E.magination, for example, has begun garnering work from customers in Philadelphia and New York because of its pricing structure for Web marketing and design services, Rubin said.

"When it comes to the Internet, it's really true that it doesn't matter where you are located. You could be in a closet," said Rubin. "What matters is the quality of your work and your pricing, and whether you are going to help improve the client's business and drive customers to their [Web] site," Rubin said.

In fact, for years the region's Web culture and business community have lived in the shadows of Northern Virginia, home to Internet service powerhouses America Online, UUNET and PSINet.

While many of the Internet companies in the Baltimore-Washington corridor, such as TeknoSurf, with its 80 employees, are small when compared to a company such as AOL, with 12,000 employees, they are adding to the region's economic diversity, notes Penny Lewandowski, executive director of the Greater Baltimore Committee's Technology Council.

Lewandowski said no one is sure how many Internet-related companies there are in the Baltimore-Washington corridor, or what economic impact they have, because the industry is still relatively nascent.

But the Milken Institute, a Santa Cruz, Calif., think-tank, found in a recent study, "America's High-Tech Economy," that the Washington-Maryland-Virginia area has emerged as one of the country's leading telecommunications and Internet hubs.

Lewandowski and other experts say local pockets of Internet-related business activity can be found in Baltimore, chiefly in Canton at the American Can Building on Boston Street and the nearby Baltimore Development Corp.'s Emerging Technology Center. Other Web-based companies can be found in the city at the InfoAge Business Center, on Charles Street in the downtown business district.

Other hubs include the University of Maryland, Baltimore County's Enterprise Technology Center near Baltimore-Washington International Airport, Hunt Valley, and the Interstate 270 high-technology corridor between Bethesda and Frederick.

Many executives of the region's Internet companies are so busy ensuring that their ventures are successful that they aren't aware of many of the other Internet companies in the area.

That isolation -- and a near-universal wish among these entrepreneurs that city, state and other economic development groups would more actively promote the region as an emerging hotbed of Internet activity -- has them yearning for what the Ferber brothers call "a sense of community."

Unlike Maryland's biotechnology industry, which has at least two business organizations that act as promotional and resource arms, the rapidly expanding Web industry is without a champion.

Lewandowski said one of her top priorities as the new director of the GBC's technology council will be to promote the emerging industry and help those companies obtain resources that might aid the growing pains.

Not all are successes

Not all of the start-ups, of course, are successes.

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