Monday, May 30, 2011

The story of a very long domain name

Three months ago I started a new job at a flash company called Datasouth. Everyone had an iPhone and a fleet of new company cars was always in full view parked outside the brand new company HQ. Any reasonable person would assume that they had money, oodles of it.

At the interview I asked the usual questions about budgets and revenue forecasts and was assured that this was one company that was hitting the ball out the park. Hence I was somewhat taken aback when three weeks later we were called for a meeting and told that we no longer had jobs as the company was going into receivership! I won't go into detail other than noting that there were a number of members of the Serious Fraud Office on site in the following days gleefully rubbing their hands.

On the plus side I had the pleasure of forming some great relationships with a couple of Datasouth employees, Steve Knutson and Peter Cummins, and we decided to start our own company to service the Datasouth software clients. One day later we were registering the company and doing our first bits of paid work. Two months later we are still in business, having a great time and learning many lessons, one of which is to never rush into choosing a domain name - we are the proud owners of Our email addresses take at least twenty seconds to type out and we have the dubious honour of having 3 consecutive "s"s in our name, something which never fails to get pointed out to us by new clients!

I am currently leading a team of contractors in building ASP.Net MVC applications for a range of clients. I continue to be amazed at the simplicity and joy of MVC compared to the traditional ASP.Net Web Forms and continually feel like a kid in a candy shop when faced with all the various tools that we can now make use of to build responsive, task focused applications. Over the coming year I plan to be blogging a lot on the lessons we are learning as a new software business and the joy of MVC.


  1. This story is a true inspiration to all startup and High-tech employees who work in great conditions but under the constant threat of having their CEO's sell the company or worse, lay them off after the final product is complete. Good job there.

  2. Looking forward for the lessons learnt!