Tanya Heins and Laurie
The Equine Entrepreneurs section of Dappled Grey profiles people who have built successful equine-oriented businesses of all differing types. There are so many ways to integrate a love of horses with work opportunities and I hope these profiles will inform and inspire other women to follow their passion.
I first came across Tanya Heins when I was doing research for my review of iPhone applications for the sport horse industry. With three applications currently available, EquiApps.com seems to be the segment leader in creating sport horse oriented apps for the iPhone and iPod Touch. A smart, creative, and articulate entrepreneur, it was fascinating to talk with Tanya about her story and what lies ahead for EquiApps.com.
INTERVIEW WITH TANYA HEINS OF EQUIAPPS.COM
Tell me a little bit about your background and career.
During my time studying new media and fine arts in graduate school, digital photography and the web became mainstream. I’ve always been interested in the relationship between the spectator/user and visual media. This interest emerged in my artwork and developed into a career in educational technology. I started as a Visual Arts professor and then developed adaptive interfaces for online learning environments at Royal Roads University. From there, I stepped into the business world and started working with education teams at Fortune 500 companies like Apple, Adobe, and Dell.
How did the idea for Equiapps.com originate?
As the iPhone, iPod Touch, and the iTunes App Store were launched last year, I became interested in small, portable applications that could fill a niche need. The idea for EquiApps arose out of my own need and experience as a rider. I’m in my 30′s, own various iPods and one iPhone, and am “connected” to digial information in one way or another throughout the day. I know riders who use their iPhones and iPods, but with no real relationship to their riding activity. So, I see an opportunity to connect the intense learning and information management that happens in the equine industry to portable mobile devices. Equestrians are a community that is willing to spend on quality products that can improve the ability to manage information and learn about the sport of which we are so passionate.
Our initial apps are EquiTempo, EquiList, and EquiCalc. We’ve published them for sale on iTunes to determine interest from other riders. These apps are very simple and barely scratch the surface in terms of what’s possible in terms of the equestrian audience.
Trio of apps from EquiApps
What is next for EquiApps.com?
I’m eager to progress to more advanced applications that are more than simple utilities. There are number of ideas on the drawing board. EquiTests would help users learn and reference dressage tests. EquiEvents is designed to keep track of shows or clinics. EquiInfo tracks general information about individual horses.We’re also working out a business model. At the moment I’m managing the development of apps in my spare time away from ‘paying’ education technology contracts. As the apps become more popular, I’m hoping that the EquiApps business will be sustainable.
Is there anything unique about developing and marketing technology for the equine market?
We are an exciting point for the launch of mobile applications. The Internet and social media have made it very easy for users to provide feedback and talk to app creators about what they do and don’t like. If this idea of mobile applications for equestrians is going to take hold, it will be because of a groundswell of users who like what they’re using and are taking the time to talk to others in their community about their experience.
I think that the development model for iTunes Apps is interactive. Developers put their best effort out, and users comment, providing insight and feedback. Good developers digest this information, revise and improve the apps. The update is then free to existing users … and improved for new users. This cycle of listening and feedback is critical to improving the quality and relevance of apps. In software development, this cycle usually takes years. The iTunes App model allows this to happen in weeks or months.
To be quite honest, I don’t know much about ‘marketing’ digital content to this audience, other than from experience being a part of the audience. I subscribe to FEItv, HorseGirltv, Dressage Training Online and love my horse DVDs. We have incredible opportunities to learn: you can watch the best riders and horses at their last competition, hear from top trainers in the world, and listen to judges as they explain their criteria for marks. And if you’re diligent, you can connect this rich fount of information to your specific riding and training situations.
How do you combine a busy career with your riding?
I’m fortunate in that I can arrange to ride early in the morning. Most of my colleagues are on Pacific Time (I’m on Eastern), so by the time I’m back from the barn it’s the start of their workday. Balancing the two can be a challenge, but I have found that taking the time to ride and slow down to ‘horse-time’ actually makes me more focused, creative and productive in my professional work. The two activities are quite complimentary in that way.
What inspires you?
Riding and being around horses of course! The EquiApps users have been inspiring. There’s this direct line of communication (email, comments, discussions, ratings). To everyone who has taken the time with feedback and their thoughts – Thanks.
Thank you, Tanya! We’re inspired by your dedication to innovation in the sport horse industry. Dappled Grey will follow along as EquiApps develops, and continue to give you our feedback and ideas.
