Willow Glen Resident

Business

Three former Yahoos put down family roots in Willow Glen

By Lisa Neves Woldt

A new company just opened its doors in the heart of Willow Glen, but you won't see it on Lincoln Avenue. In fact, the only way to visit the business is to turn on your computer.

The company, 3exY Inc., is named for three close friends and ex-Yahoo employees Samantha Fein, Tracy Jones and Sherry Willhoite. Their new product is www.FamilyRoutes.com, an online community service that enables family and friends to communicate easily, comfortably and privately.

The business was created to fill a void the team believes existed in the online marketplace.

The website's purpose, according to the company's mission statement, is "to help families collaborate together on their life moments."

Members can expect to share information, post photographs, send e-cards, write weblogs (journal-type entries) or simply visit online with family or friends. Membership is free, but the trio plans to generate revenue through advertising that will be specifically targeted toward the individual user's needs.

"The focus is on families, because that's what our lives are about," says Fein, mother to 2-year-old twins, Carter and Ava Rose. Willhoite, along with technology expert Aaron Hurley and Jones, work out of Fein's 350-square-foot cottage behind her home on Glenn Avenue.

Fein says what makes their business different is its specific family focus.

"We're that middle bit," says Fein, referring to the gap between the younger and older online communities.

FamilyRoutes.com was officially launched on Feb. 15. The name is a play on both routes and roots, suggesting both connection and direction. Fein's mother, Rosemary Heath, created the name.

A popular feature on the website is its "Send Love" care packages. These packages contain letters, photographs and virtual hugs that are "bundled" and sent, for example, to military mothers and new mothers.

Members develop their own "routes," or themed pathways, such as children, work or travel topics. Routes usually contain photos and blogs at Family@FamilyRoutes.com, and can be shared if desired. The routes were designed with privacy settings so members know they have complete control over who sees it and who doesn't, Jones says.

Each partner has specific strengths that make the business work. "The lines of responsibility are very clear," says Jones. Willhoite is in charge of products; Fein handles marketing and finance, and Jones is responsible for user experience, privacy and protection. These specialties, combined with educational backgrounds in journalism, retail management and mass communications, give them, according to Fein, "a decent, well-rounded view of the online community."

But the partners also rely on a large support staff. Their advisory board is made up of individuals in the financial and venture capital communities and the start-up world. Their engineering team is in Russia --14 hours ahead-- which makes 24-hour workdays necessary. Former Yahoo colleagues volunteer their free time for research. Close friends and family pitch in to take care of children, bring food and even test products.

"It's really been a family effort, very heartwarming," Willhoite says.

The entrepreneurs have no regrets about leaving the security of their Yahoo jobs, and living out their dream.

"No dream has ever come to fruition without sacrifices, and we're definitely willing to do that," Jones says.

For more information, visit www.familyroutes.com.