Tina Machado’s business background is eclectic, to say the least.
She specialized in land development in Hawaii. She was the CEO of a Phoenix-based bottling company. She is the current president of Scottsdale-based Rarity, which provides working capital to early stage startups.
Machado’s latest venture is CodeRed-I, a mobile app development company that she hopes will grow Arizona’s technology sector.
“It is a major objective of mine to connect with other app development studios,” Machado says. “Together as a whole, we can strengthen the technology industry in Arizona and create the next major hub for app and game development here in our state.”
Az Business sat down and talked tech with Machado.
Az Business: Why did you get into the app development business?
Tina Machado: We had been investing in technology quite a while and once of the companies we were investing in came to us and said the future is really in mobile applications. It’s going to be everything. So we invested in that company, but sometimes when you make investments the business owners aren’t business minded, they are more creative people. As I researched it, I saw that there were a lot of start-ups in Arizona but there weren’t any type of conventional businesses that offered app development. I mean old school, shake your hand and offer substance. Business is business and tech is tech and this is a big investment for companies to develop an app. So we developed CodeRed-I to bring a more traditional business model to app development and give people more confidence when they come in.
AB: What has been your biggest challenge?
TM: Part of what I’m trying to do is educate people about the difference between a Web app and a native app and what you should expect when you want an app. It’s intimidating for many people to understand the difference and what it should cost. We know there is a niche in Arizona, even though there are many start-ups; but the start-ups don’t have the conventional business experience that we offer. If a company comes in and wants to build an app that is going to aid them in a mobile sense, we understand their business, we look at their competitors and we make a difference. We develop apps that make a bottom-line difference.
AB: How do you explain the technology to business owners who may not be tech-savvy?
TM: I’m 56 years old, so I’ve seen the transition. The majority of the population utilizes their phones. We don’t even realize how many times they go on their phones. What we usually do is we give them a concept; we show them what it’s going to look like, what it’s going to do and how it’s going to impact their business. Once they see that and gain that confidence, they’re in. They see how it transitions them sleeker and more efficient business model.
AB: Who is your target market?
TM: Business to business. We target everyone from retail stores to contractors. Contractors have a lot of subcontractors and a lot of people to watch. They can actually see when the subs show up on the site. The client can have all the documents and have change orders on the app.
AB: Is is tough being a woman in a the male-dominated technology sector?
TM: I know there are a lot of women in technology who are trying to stand out, I just think we’re a bit more quit when we do things. We just have a different demeanor. As a woman in technology, I just look at it as another business opportunity. I know what I know and I know what I don’t do. I let my team know that if I get too involved and become too knowledgable about what you’re doing, then you’re not doing your job.