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Special Report: BtoB's annual Top 25 E-Champions: Troy Anderson

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Troy Anderson played offensive tackle for the Stanford University Cardinal football squad for two years before being felled by injury. No wonder he compares his Web strategy forThe Industry Standard to a balanced offense.

TheStandard.com's articles and editorials are analogous to a slow yet steady running game on the Web that draws 900,000 unique visitors and 5 million page views a month. But Anderson knows that with too many running plays, the defense—or in this case, the readers—start to expect what's coming next.



Name: Troy Anderson
Title: Senior VP-interactive
Company: TheStandard.com, San Francisco
Mission: "To provide a research analysis tool set for the financial, retail, technology, telecommunications and media industries."

So on April 2, as part of a rebuild, Anderson will begin adding what he calls a "passing game" to vary the site with additional content and links that will "keep readers on their toes," he said.

Anderson, who joined the site in November, said readers' biggest complaint about the site right now is that it's too slow. He plans to speed things up and improve the user experience by streamlining content and reducing clutter.

He's got a tough task ahead, considering that TheStandard.com lost some bodies recently when Standard Media International announced that it would cut staff because of the market. "We lost some good people," Anderson said. "You can't just get by on revenue projections. We had to focus on the bottom line."

But Anderson is apparently up for the challenge. Previously, he co-founded and managed the Coquille Economic Development Corp. on behalf of the Coquille Indian tribe, of which he is a member. The organization grew from a three-person project into a 500-employee, multimillion-dollar venture within four years. As a management consultant, he's worked with some of the major b-to-b companies, including USG Corp. and Caterpillar Inc.
—Matthew Schwartz

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