Assessing the online landscape

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Name: Jennifer DeVoe Title: CEO Company: White Horse Interactive, Portland, Ore.

As CEO of White Horse Interactive, a Web site development and marketing services provider, Jennifer DeVoe works primarily with b-to-b clients such as Cisco Systems Inc., 3Com Corp. and FreeMarkets Inc. A CPA with experience at Coopers & Lybrand L.L.P. and Levi Strauss & Co., DeVoe likes to telemark or "free-heel" ski when she isn't working with clients. Telemark skiing is similar to backcountry skiing in that it's challenging and it can be done in nearly any condition—not unlike developing Web sites today.

Q. How much has the cost of Web site development changed? A. With a collaborative model you should be seeing better cost savings with … the ability to leverage on legacy systems. A brand-new site launch in today's dollars, [compared with] three years ago, would probably be a little bit more, but if you're relaunching or evolving your site you probably should begin to start seeing some savings.

Q: Does it take less time to launch a site now than it did a year ago? A: There's been more of an evolution or an understanding of the value of what we call the discovery phase, which is spending time upfront to understand the audience and the purpose of the site. I'd say our average engagement of a 500-page, rebranded site with new user experiences and a phased approach would take probably three to four months. It takes a little bit longer now to develop a site than it did a year ago.

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