I get at least two calls a week from long lost friends, relatives, or business associates who are now "Web consultants." The World Wide Web, the brightest star in the computer industry, is attracting new consultants and providers faster than a 1,000-watt light bulb attracts moths. If your Association has recently found itself attracted to the idea of getting on line, how can you make sure that you get onto the "Web star" without getting burned?

Unfortunately, while just about everyone I talk to is getting into the Web business, the industry itself is still very new. In fact, if you find a Webmaster with two years of experience, you've found yourself a veteran who's been around longer than most. Likewise, when you choose a Web or Internet service provider, chances are they haven't been in business very long. So how can you be sure to choose the right one?

I can answer the above question with one word - depth. If you keep this word in mind when searching for a provider for your Association's Web site, your chances for success will be dramatically improved. When I suggest that you consider depth, I mean that you should look for the following characteristics in any provider you consider: depth of business, depth of client base, depth of personnel. If you want your Association's site to have a fighting chance at success, I urge you to find a vendor who meets these three characteristics. Here's what to look for:

Depth of business
I mention this characteristic first, as I feel strongly that depth of business is the most important thing you can look for in a Web provider. This is a new, turbulent, highly competitive industry that is fluctuating weekly and will likely leave many victims in its wake. You need to find a company that will survive these fluctuations. A firm that offers depth of business by providing a mix of technological products and services will be better positioned to survive the revenue ups and downs generated by their Web business.

I liken this opportunity to owning a video rental store in the 1980's. Early on, it was all "mom & pop" businesses that rented videos. Soon, however, the Blockbusters of the world moved in and either bought out or, more often, forced these small companies out of business. You can see this already beginning to happen in the Internet services industry. AT&T now hosts Web pages, and Pacific Bell provides Internet access accounts to its customers.

The one-dimensional Web page developer is going to find competing in this industry a more and more challenging endeavor. Choosing a provider with business depth will help ensure that your Web project is not hampered by the volatility of the industry. The vendor needs to provide more than just Web and/or Internet services - there should be another line of business that sustains the operation while the Internet technology and business continue.

Depth of client base
This may sound obvious, but you'll need to make sure that the provider you are considering does not have a single make-or-break client. Even more important, you don't want to be that make-or-break account. If your provider has only one large account and that client decides to take their business elsewhere, it could be all over for your new Web provider. Both they and your sizable down payment could be gone in a matter of days.

If you are launching the big account, when your site is launched and you need to move to maintenance mode, the reduced income to the provider might quickly impact your service as they concentrate on other clients to sustain their business. Question your provider, check references (more than one or two), view existing Web sites, and do everything you can to ensure that they have enough business to sustain themselves throughout the life of your project. Such research in your part is critical and can't be understated.

Depth of personnel
You also need to make certain that your provider has the personnel depth necessary to complete your project. Many Web vendors are very dependent on one critical individual to implement Internet services. The loss of a key person can stop your Web site development in its tracks while the vendor scrambles to find a new CGI or HTML programmer. Although the Webmaster talent pool is growing rapidly, demand is outpacing supply, and finding the right replacement can take weeks - or even months. In the meantime, you are left wondering if your site will ever "go live." Choosing a large and diverse provider can help you avoid this kind of headache.

In summary, I would define a stable Web services provider as follows: A company that has multiple product and service lines in addition to their Internet business; that has a diverse client base made up of more than one or two large accounts; and that has more than one or two programmers capable of providing Web support.

Hopefully this advice will help you in your search for a Web services vendor. While the criteria is somewhat different than you might use to choose a typical computer systems vendor, I feel strongly that these "acid tests" are imperative when interviewing potential providers. In this new and highly unstable environment, the vendors who will be around the longest have stability, diversity and reputation to keep them alive and kicking as technology rockets onward!

- Jaculin Thompson