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There’s nothing more uplifting in the startup world than reading about a company that pivoted and then became wildly successful. I found one such company recently and had the pleasure of speaking to the founder about his successes, failures and lessons he can pass on to others.

Endagon started as a company to help musicians market themselves online, but when founder Logan Lenz realized it wasn’t working how he thought it would, instead of quitting he revamped the idea and created a new beginning.

What is Endagon?

Endagon is both a full-service web 2.0 agency and a home for automated web marketing and web productivity tools for business.

What was the inspiration?

Endagon was founded in 2006 while I was a sophomore in college. I originally wanted to aid musicians with promoting and selling their music online but we had to pivot when we learned that small business was demanding our web services much more often.

What’s the story behind the name?

Aside from being phonetically powerful, Endagon is the culmination of the phrase the "end is gone." Since my mission was to save the music industry by helping musicians online, I would always tell clients that the end isn't near. Instead, this is just the beginning.



How has business been doing since you started?

Like any business, we had a troublesome start and had to work long days just to bring in our first clients. Seven years later, I'm pleased to say that we have grown every single year and are on a trajectory to continue to do so in the coming years.

What has your biggest failure been with Endagon?

I can speak directly to my biggest failure running this company. Once we became an official company with a few clients, I decided to take a huge leap of faith in order to get our brand in front of more people. I signed off on an expensive office space in Downtown Orlando prior to doing the math and understanding that we wouldn't actually be able to afford it. A few months later, I was forced to sub-lease it out to another company and downsize to a smaller office space.

The lesson learned is never try to force your company's growth. Slow and natural growth is what breeds great companies.



What gives you a competitive edge over your competitors?

Personalization is a key competitive advantage for us. We sift through all of our prospects and handpick those that we would like to work with most each month. I communicate directly with our clients personally. During the relationship, I hold weekly calls in order to update them on the projects at hand. Clients appreciate that the Founder isn't too busy to invest the time into their future success.

What advice would you give to entrepreneurs just starting out?

Never stop learning! If I did the math, I think 25 percent of my workday is reading blogs, watching videos, and listening to others share their knowledge. Not only is this important for personal growth, but if I didn't keep up with the newest tools, changes in Google/SEO, and tactics that others in my field are carrying out, Endagon would lose all of the precious momentum that we have garnered over the years.



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