Magazine Article | May 31, 2019

Executive Profile: Thomas Barrineau IV, OrderCounter

Source: Software Executive magazine

By Thomas Barrineau IV

WHAT ABOUT RUNNING A SOFTWARE COMPANY IS KEEPING YOU UP AT NIGHT?

Security. Inherent in software is an element of human error built into it. Every day, there are new exploits discovered by hackers for operating systems and databases. As fast as security measures are created, hackers are coming up with ways to circumvent them. Our job is finding ways to keep necessary information easily available to our customers, while protecting that information from hackers.

WHAT IS ONE THING YOU WISH YOU HAD KNOWN WHEN YOU STARTED THE COMPANY?

Knowledge can be acquired from many sources, from books to practical involvement. I wish I had the knowledge of experience when I started. The catch is … you can’t get it without experience. Innovations do not come about through reading or classrooms alone. More booksmarts wouldn’t have helped me — just about any theory you read will have a convincing counter-argument. Experimentation and making creative connections through new experiences builds mastery.

WHAT ARE SOME OF THE KEYS TO MAINTAINING STRONG RELATIONSHIPS WITH PARTNERS/RESELLERS?

The key word is relationship. How do you maintain strong relationships with your friends? Your loved ones? Your colleagues? Active communication and prompt responses establish trust with you as a person. If you are actively communicating with partners, you are building strong relationships.

WHAT IS YOUR COMPANY’S BIGGEST CHALLENGE, AND WHAT ARE YOU DOING ABOUT IT?

As a company that has grown 100 percent organically and without any sort of venture capital funding, OrderCounter’s biggest challenge is focusing resources to provide the greatest benefit to the company. Measuring and tracking results allows us to always focus resources in the most effective areas to grow.

WHAT WOULD YOU BE DOING IF YOU WEREN’T LEADING A SOFTWARE COMPANY?

I would be a stay-at-home dad and inventor.

ORDERCOUNTER’S ENTIRE TEAM IS BASED IN THE UNITED STATES. WHY IS HAVING AN ONSHORE TEAM IMPORTANT, AND WHY HAVEN’T YOU OUTSOURCED?

It’s all about people. Whether you sell food, software, or services, keeping your customers happy and heard is a pillar that every strong company strives for.

We find that a strong internal culture allows our team to work better and provide higher- quality service and products to our customers. A subcontractor could technically do the job; but are they breathing and living your company culture? Are they able to provide the same brand experience overseas, or are they missing the human element of being able to relate?

The stakes are high when it comes to customer service: Deliver a poor experience, and your customers will rapidly go elsewhere. Outsourcing can be a cost-effective move; however, when you’re in the people business, customer service should be your top investment.

HOW WOULD YOU DESCRIBE YOUR LEADERSHIP STYLE IN A SINGLE SENTENCE?

I focus on empowering leaders to foster ownership of tasks and their outcomes within all positions.


Thomas Barrineau IV
Cofounder/CEO OrderCounter

Pensacola, FL
Number Of Employees: 17+

Year Founded: 2007
Customers: 20,000+ Enterprise Users
Website: www.ordercounter.com
Industries: Restaurant Point of Sale, Restaurant Kiosk Ordering, Restaurant Online Ordering, Retail and Restaurant Employee Scheduling