DANVILLE - Killer VAR - that's a title that NexLAN President and CEO Kevin Stroud proudly accepts despite its
alien-sounding moniker.
What this means for the 7-year-old Danville high-tech company is earning national recognition by Accounting
Technology magazine as a successful value-added reseller. "That ain't bad for 10 geeks like us," Stroud commented.
If this still sounds alien, value-added resellers are a relatively new business niche that's grown along side the
business technology sector. VARs take an existing product and customize it by adding its own "value" as an additional proprietary service and then resells it as
their own product.
Car dealers, for instance, are resellers. Stroud said his company resells accounting computer applications
specifically targeted to mid-tier manufacturers earning $5 to $500 million annually. Among their clients across 12 states are divisions of Owens Corning, Del Monte
Foods and Chiquita Brands International.
It's currently a $1 million business that Stroud expects to grow as the economy improves.
NexLAN attracted the industry attention with its customer relationship strategy, which was recently highlighted
in an Accounting Technology profile.
"In a small market like Danville, Ill., building relationships is critical," Stroud said in the article.
"In consulting, it's about relationships. Mid-tier accounting vendors will tell you it's not. But at the VAR level, it's about the customer relationship."
He's made it a point to know anyone in town who can help his business succeed, ranging from Mayor Scott
Eisenhauer to knowing county economic development officials.
Magazine senior editor Richard McCausland said this year's honorees rose in a challenging market and prevailed.
"Sales volume alone isn't enough to warrant the Accounting Technology 'Killer VAR' designation. No, a more substantial measure of achievement is called for - namely
a tenacious commitment to customer satisfaction, especially when market conditions are tough."
Stroud credits his staff's effort and expertise for the success. Creating a comfortable workplace is a
first step. Another step is "having some fun at work," he said.
Although his company specializes in accounting packages, Stroud quipped, "I'm not a CPA, but I could play one on
TV."
Besides the reselling, NexLAN also is an Internet service provider and software developer.