Business Productivity

The Changing Face of Computing
Dripping with sweat, Bob Smith scrambled to start the next leg of the Ironman triathlon. The 2.4 mile swim had gone well, but now his IT network was struggling to ramp up for the 112-mile bike race ahead. "The processors were cycling as fast as the athletes, and you could tell we'd need more power," said Bob, chief technology officer for the Ford Ironman World Championship. "Thankfully, it was just a dress rehearsal."

As with most small businesses, Ironman competes on an uneven playing field. The triathlon attracts attention and fierce loyalty on the scale of stock car racing, but no where near the budget or staff to cover the race online. Thankfully, the only thing dropping faster than a tri-athlete at the finish line is the price of high-end technology. And that's where Bob found his edge.

Using high-end technology solutions in a creative way has helped Ironman on many levels, but mostly to enhance the customer experience and bottom line. And, you can do the same.

As a small business owner, you have one up on larger multinationals because your decision-making process is much faster; no need for formal memos to circulate before a decision is made. Moreover, today's high-end technology solutions used by larger conglomerates have become standard, making them cheaper and more accessible to small businesses. In other words, you are able to act macro yet maintain the mom-and-pop shop environment that makes a small business so attractive to many customers.

These are just a few of the reasons why and how technology can help your business run smarter. Read on and we'll tell you more!

On Your Mark

Ironman's challenges start with a race track that's 140 miles long. The company's 15-person staff has to cover 1,800 super athletes as they conquer obstacles over land and water. Bringing the 17-hour experience — mile by agonizing mile — to a global audience takes a lot of teamwork and innovative use of technology.

"Our mission is to make the Ironman Triathalon the most positive experience in every way possible — not just for the athletes, but for spectators, family members and friends," says Ironman President and CEO, Benjamin Fertic.

Set against the stunning tropical backdrop of Kailua-Kona, the big island of Hawaii, the site of all the action is Ironman.com. As the only outlet broadcasting the competition in real time, the Web site needs to pump out more than 6.7 terabytes of information to fans around the world. Before the starting pistol sounds, fans watch recorded athlete interviews, pour over real-time race standings and on-the-scene photos. Contenders also use the site when uploading their applications, tracking past performance and reliving their last finish with full motion video. But that's the easy part. This is Ironman, after all, where people and IT systems either do the extraordinary or collapse spectacularly. The real challenge is covering the race live, weaving together video clips and data that makes fans feel like they're a part of the action.

Get Set

To keep pace, Ironman connected notebooks and dual-core powered servers over a wireless network. This enabled employees to share peripherals, like printers and scanners, transfer files, access the Internet, and ensure smooth collaboration with an army of volunteers. And because lava rock isn't the easiest material to thread phone lines through, the Ironman crew installed wireless hotspots at each course interval, effectively turning most of the island into a hotspot.

Go

Data is fed into the network from hundreds of sources. Volunteers constantly upload digital photos and videos. Cameras run alongside the leaders and provide a bird's eye view high above the field. And data, historical and real time, are fed into the site from databases so fans can track each competitors' split times, pace, transition and overall position.

Beyond Ironman.com, technology is used to help triathletes survive the race. Medical teams take advantage of wireless-enabled handsets to access athlete information during emergencies. And cafes are equipped with notebooks so participants can communicate with friends and family in more than 50 countries.

"Processing power plays a critical role in the race," says Bob. "We're tracking 1,800 people — their every struggle, stress and strain — as they achieve their lifelong dreams. It's not the time you want an hourglass to pop up on the screen."

Though it's usually the public who's inspired by Ironman, lessons and examples abound for small businesses.

Five Ways Creative Use of Technology Can Turn a Small Business Into an Ironman

  1. Leverage someone else's economies of scale  — Technologies like wireless networks used to cost a fortune. But after a decade of standardization, the components are commoditized, meaning inexpensive, reliable equipment for your small business.
  2. Be nimble, but act macro  — You may not have billions in the bank account, but small businesses can usually run faster and more nimbly than multinationals. Think first of what you want to accomplish, and then use technology to fill in the gaps. Ironman's 15-person crew effectively created a stadium hundreds of times larger than a professional football stadium without a single hammer or nail. That kind of thinking enables any small business to match the big guys megabyte for megabyte.
  3. Gut Check Your ROI  — While big companies struggle to assess the ROI of million-dollar tech budgets, small businesses have it easier. Operating on a smaller scale, no-nonsense entrepreneurs don't need to wait for a memo to tell if something is working for them. And with tech hardware prices shrinking, it's easier than ever to roll out new capabilities and tear them down if they're not delivering on their investment.
  4. Personalize  — In an age of mass customization, take advantage of the build-to-order model Dell offers during the sales process. Not only can you build to budget and your unique needs, but also build to enable the scale you'll need down the road. Plus, you'll only pay for what you require, helping your hard earned dollars go farther.
  5. Use one-stop shops  — We might be past the days of red phones and bat signals, but the appeal of having just one vendor to call when something goes wrong makes good business sense. Who has the time to call one company for a problem with the server and another for a desktop? Using one source also means no one can point fingers at another supplier. Quick delivery and availability can also be critical. Can the corner computer shop meet your deadlines? What if it's the weekend or Memorial Day? Ironman athletes work 24/7 to keep themselves ready for the race. And entrepreneurs work at least twice as hard. Neither can afford to skimp when it comes to choosing your technology partners.

Sweet Victory

Victory for team Ironman means finishing the race. And this small business finished strong by introducing the world to 1,800 new heroes. The right technology strategy can help your small business win everyday with your customers. We may not all be triathletes, but we can all make our technology work as hard for us as Ironman did for its team members.

For more technology and business strategies that can help your business succeed, visit other areas of the new Small Business 360 site.
Tags : ironman triathalon, ford ironman world championship, victory for team ironman, ironman president, day of red phone