Monday, January 19, 2004

Education

Bentley senior's search produces early success

By Jim Malone

Many of Scott Smigler's peers at Bentley College are indulging in what one adviser graciously called "more traditional college activities."

But since he was a sophomore in high school in central New Jersey, Smigler has multitasked as a student and entrepreneur. The Bentley senior runs Exclusive Concepts Inc., a search engine optimization company. And while his company grosses $300,000 a year, Smigler maintains a 3.73 GPA as a finance major. He's 22 years old.

He is a poster child for Bentley's Entrepreneurship Studies program, part of the business school at the Waltham campus.

"Every year we see a group of really motivated, entrepreneurially juiced kids," said Bentley professor and director of entrepreneurial studies Jeff Shuman. "They're champing at the bit to get out there and make things happen."

Smigler has been making things happen for his clients since high school. "He was one of the thousands of kids who got the dot-com itch," Shuman said. "But he's been able to carefully and slowly build his business. He's paid attention."

Indeed he has. When speaking to Smigler, it's easy to think you're on the phone with a veteran Route 128/Cambridge entrepreneur. He talks the talk. And judging by his numbers - revenue and GPA - he walks the walk. How does he manage?

"It's important to have good processes and to delegate certain things," Smigler said. His company has five employees based in Burlington. "I do without a lot of sleep. I have really good friends and a very supportive family. And I work very efficiently."

Smigler has become an expert in the field of search engine optimization. Exclusive Concepts helps small businesses and other enterprises design websites that will stand out when a surfer searches on Google or Yahoo or another search engine. He makes note of one wedding invitation seller who grosses close to a quarter-million a year from her home with his help.

His other forte is "pay-per-click," the behind-the-scenes business of who gets listed where on the search results page. Exclusive Concepts tracks and manages the bidding process by which businesses get listed as a "sponsored link" or otherwise at the top of the heap.

"I am a student of search engines. Google's ability to enhance the quality of searches has made it necessary for all companies to do the same," Smigler said.

While many companies have in-house managers looking over pay-per-click and site design, Smigler says "I've never run into a bigger company that has in-house people doing the same level of work we're doing."

Smigler comes from a family of entrepreneurs. Dad owns a chain of luggage and gift stores near home in West Long Branch, N.J. His grandfather owned a soda bottling plant.

"They raised me to do two things: have fun and work hard."

The work hard part is obvious. Have fun? He enjoys sports, writing and politics.

There is a sense of passion, as well, when Smigler talks about his business.

"I want to grow the company. I want to find a way to make a difference. I have a lot of ideas about the way things should be within society," he said.

"I think that to be successful and to not help people who have not had the opportunities that you've had is a waste. I've been lucky because I've had opportunities other people have not had. Equality is about equality of opportunity. I really like to see how I can help that way."

Shuman, the Bentley adviser, points out that Smigler and junior Eric Golden put their time where their mouths are and started the Bentley Entrepreneurship Society. "They've been able to generate a lot of enthusiasm," said Shuman, noting they drew more than 100 students to an event last fall.

"They're among a group of kids who really are motivated to build something on their own. They fully understand it's an iterative process."

Adds Smigler, "Entrepreneurship is not about building a company. It's a way of thinking."