Hi-tech wiz forms niche agency for dot-com market

WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon Boroshok, has opened its doors with the mission of serving emerging dot-com companies that are being turned away by larger agencies.

WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon Boroshok, has opened its doors with the mission of serving emerging dot-com companies that are being turned away by larger agencies.

WESTFORD, MA: TechMarcom, a new firm headed by hi-tech veteran Jon

Boroshok, has opened its doors with the mission of serving emerging

dot-com companies that are being turned away by larger agencies.



Like many observers of the hi-tech space, Boroshok, a former Lernout &

Hauspie Speech Products senior marketing communications manager,

believes the PR market is bursting with opportunities for firms willing

to take on smaller accounts.



’Most large agencies are at full capacity and then some,’ he said. ’They

won’t take on a client for less than dollars 12,000 a month, which often

presents a problem for dot-com companies that aren’t yet

established.’



Rather than working with retainer clients, TechMarcom will provide

service on a contract, project or hourly basis, with billings ranging

from dollars 3,000 to dollars 5,000 per month. Shortly after opening its

doors, the firm landed several clients for small projects, including

SoftLock.com, NatWest Bank and DiscJockey.com.



Boroshok said TechMarcom will handle a wide range of marketing tasks,

including launch and rollout planning, analyst relations and special

events.



He added that he is developing a migration strategy for smaller dot-com

clients whose business will inevitably grow, and plans to refer them to

larger agencies.



The agency is also doing project work for Mullen, and has received

referrals from agencies like Sterling Hager. ’If I do my job, one year

from now, none of my current clients will be my clients,’ Boroshok

said.



In addition to his experience at Lernout & Hauspie, Boroshok has served

as senior PR specialist at Sybase and also worked at Poppe Tyson, a BSMG

company.



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