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Texas Entrepreneur Files
ExperienceArt.com
UT Connection: Laura Radewald, MBA 86
Location: Austin
Want to explore your creative side? Laura Radewald, MBA 86, with partners Nancy O'Brien and Deborah Andelt can help you discover how. They have created ExperienceArt.com as a virtual forum for artists and a spark for the creative urges of its visitors. There, you can decipher doodles, purchase a one-of-a-kind terra cotta mask, or arrange an excursion to Arizona to learn to create handmade books.
Radewald's fifteen years of experience in marketing and branding, including owning a successful ad agency, serve her well as President and Chief Marketing Officer of the company. "We are not just another art site," explains Radewald, "we are on the forefront of 'experience branding.' Our model of working with artists and art organizations is unique in that we understand how to communicate with regular people." The company's e-business infrastructure is also automated from end to end, allowing the flexibility to instantly respond to market forces with half the head count of similar businesses.
Paving new ground in a dynamically changing Internet space where no one has all the answers is a challenge that Radewald relishes. "Being on the leading edge of a new frontier in business stretches our abilities every day. Having the chance to constantly be in a learning mode-it's like heaven to me."
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