Moreover was in possession of breakthrough news aggregation technology, but had no U.S.-based marketing support. While Moreover's CEO, Nick Denton, was known in Silicon Valley for his former work as technology reporter at the Financial Times, Moreover's business development efforts were limited to the number of hours in Nick's day.

Implementation
While many start-ups announce themselves to the world, then go about building their product, Moreover had product ready to before making their debut. Stencil joined forces with Moreover in November 1999, five weeks short of Moreover's planned product launch. Our role then, as now, was to act as interim VP of Marketing.

Our first order of business was to define our target market, and to develop strategies and tactics that reached those markets. With a limited number of individuals on board, it was vital to focus our marketing efforts as precisely as possible. While webmasters, site administrators and web site developers are of prime importance to Moreover, there is a great deal of range between high-end and low-end webmasters. Moreover needed to reach both, but with an emphasis on the more sophisticated users. The goal was to have webmasters install Moreover's webfeeds into professional environments.

Efforts began in late November 1999, when Moreover was introduced to the B2B community via its participation at Net Market Makers' conference netmarkets@groundzero2. In addition, the Net Market Makers site re-launched at their conference, including Moreover's vertical portal webfeed. In early December the formal launch of Moreover took place, with a small press and analyst tour leading to coverage in Reuters, among others. Immediately thereafter, Stencil undertook an email marketing campaign composed of opt-in email list rentals, and newsletter sponsorships. Throughout December, Stencil tested a number of different messages across a variety of email inventory. The information garnered from this process firmly defined Moreover's audience for Q1.

While the online marketing efforts continue, Stencil has been adding business development and customer-facing technology consulting to the growing Moreover team.

Results
Every webmaster is familiar with the challenge of keeping his or her site from becoming stale. The ideal scenario is to add original content to a Web site on a daily basis. The problem is finding the time to do so. This is the problem that Moreover's webfeeds solve. Since Moreover's formal introduction, Moreover has generated more than ten thousand unique webfeeds. Through the ongoing efforts of the Stencil-Moreover partnership, we hope to continue that rate of success for a long time to come.