Regional ISP Logical Net has taken the simple idea of affinity marketing and, through careful, details-oriented implementation, executed a simple business plan that will be difficult to imitate by Alex Goldman, Managing Editor

The original business plan as written in 1994 called for a business ISP providing T-1s and DS3s and dedicated DS0s to local business. After six months of network design and implementation, the first customer was announced on February 15, 1995. But inquiries came from individuals as well as businesses, so the people at Albany, N.Y.-based Logical Net started referring callers to any of the 20 or 30 local residential ISPs.

"One day, a good friend called me up," says Tush Nikollaj (pronounced like "Nicholai") founder and CEO of Logical Net. "He said, I'm a business customer but I called for home service and they referred me to somebody else. What exactly is it you do? Why can't I get it from you? What makes you think that if you cannot supply me with home access, I'll allow you to supply me with business access?"

So the company launched residential service. Logical added residential service reps to its call center, reconfigured the phone systems, and was ready to go...

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