One of the Internet's great attributes (or drawbacks, depending on your point of view) is its anonymity. However, maintaining that secrecy isn't always as easy as it seems. That's where PriveCo comes in.
The Troy-based firm helps Internet shoppers do their business in private. The idea is to help them avoid embarrassment and make sure their purchases don't follow them through follow-up junkmail.
"I thought the Internet would be a great way to be anonymous," says Tom Nardone, president of PriveCo. "So you could have your normal life and a private life online to do things like buy hemorrhoid cream."
The 12-year-old firm has 11 employees, three independent contractors, and is looking for an intern. It has hired two people over the last year and expects to add 1-2 more over the next year as it continues to capitalize on double-digit growth attributable to a few categories.
First is the part that lets users buy and research things they would rather not tell the world about. This service helps eliminate the need for people to ask potentially embarrassing questions they might not otherwise inquire about.
"We're trying to grow the business by offering better advice," Nardone says. "Like if your butt itches, what do you do? That's the most popular page on the website."
The other services involve sexually oriented issues and have their own URLs, such as Bachelorette.com and Vibrators.com. PriveCo actually sells so many sex toys, especially vibrators, that it rates them in a Consumer Reports style.
"It contributes the most to our growth," Nardone says. "Its revenue doubles every year. We have become experts on vibrators. We test them and do photo shoots of them so we can accurately depict their size."
Source: Tom Nardone, president of PriveCo
Writer: Jon Zemke
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