Base Two

BACKGROUND

Please describe your company and position.

I am the IT Director of Earthley

Describe what your company does in a single sentence.

Earthley Wellness is a fast-growing, Ohio-based natural health company dedicated to changing the way families approach healthcare. We formulate and manufacture 100% clean, toxin-free herbal remedies, supplements, and body care products in-house, combining traditional herbal wisdom with modern research and uncompromising ingredient standards.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Base Two to accomplish?

• Re-platform for High-Volume Stability: Replace a fragile WooCommerce setup with a robust foundation capable of handling massive traffic surges, eliminating downtime during peak events like Black Friday, and protecting revenue and customer trust.
• Unified B2B & B2C Operations: Create a single, streamlined system that serves both direct-to-consumer and wholesale customers, eliminating fragmented customer journeys and providing tailored experiences for different user types while simplifying internal management of products and promotions.
• Full Ecosystem Integration: Connect the commerce engine with critical operational providers, including warehouse/shipping, tax automation, and payment storage to ensure real-time inventory sync, automated compliance, and expanded fulfillment options like in-store pickup and TikTok commerce.

SOLUTION

How did you find Base Two?

Online Search

Why did you select Base Two over others?

• Close to my geographic location
• Great culture fit

How many teammates from Base Two were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Fully Functioning Next-Generation E-Commerce Platform
Delivery of a scalable, stable, and performance-optimized e-commerce system capable of supporting high-volume traffic, promotional complexity, subscription logic, and future growth initiatives.
Ongoing Feature Development & Enhancement Pipeline
Establishment of a consistent and reliable flow of new features, enhancements, and optimizations — ensuring the platform continues to evolve alongside business needs, customer expectations, and operational demands.
Development of a Next-Generation ERP System
Design and build of a custom ERP tailored to our unique manufacturing and fulfillment model, integrating inventory management, production planning, SKU lifecycle tracking, compliance requirements, and operational reporting into a centralized, scalable system.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

80% Performance Increase at Scale: Achieved an 80% improvement in website load performance during Black Friday. The platform successfully processed ~30,000 orders and $2.3M in sales with zero downtime or degradation, proving the system’s ability to scale under extreme pressure.

40% Reduction in Support Overhead: Realized a 40% reduction in support chats per dollar of revenue. This reflects a significant improvement in operational efficiency, as the new system reduced customer friction points and improved self-service capabilities during the checkout and order flow.

80% Drop in Customer Complaints: Year-over-year customer complaints during peak sales events dropped by 80%. This metric highlights the drastic improvement in system reliability and user experience, directly resulting in increased customer trust and brand loyalty.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Base Two has demonstrated solid and dependable project management throughout our engagement. While our projects have often evolved in scope -and at times lacked fully defined specifications or rigid structural guidelines — their team has remained adaptable, solution-oriented, and steady in execution.

What was your primary form of communication with Base Two?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Their expertise, technical proficiency, and professionalism have laid a strong foundation for our long-term growth. They bring broad knowledge across architecture, development, and systems strategy, helping us scale with intention rather than simply react to immediate needs.

Are there any areas for improvement or something Base Two could have done differently?

As our partnership has evolved, we’ve recognized opportunities to further formalize documentation and knowledge transfer processes. Because many of our early initiatives were highly iterative and exploratory, documentation expectations were not always explicitly defined in initial scopes of work. As the systems mature, additional structured documentation will continue to strengthen long-term sustainability.

Additionally, given how embedded their team has become in our systems and growth strategy, deeper long-term continuity would always be valuable. That consideration is more about engagement structure and business economics than performance.

Overall, these are refinements that come with scaling a complex and evolving technical ecosystem.

BACKGROUND

Introduce your business and what you do there.

I’m the brand strategy manager for NetJets, a consumer products and services company. We provide fractional private jet and shared ownership services, offering personalized travel solutions and access to a large, diverse fleet for global clients.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Base Two to accomplish for NetJets?

We’ve hired Base Two to create our HTML5 animated banners for the marketing team.

SOLUTION

What was the scope of their involvement?

Base Two supports our marketing activities for 2025. Their primary support activity is creating HTML5 banner ads. The team engages with our marketing and IT teams to coordinate support for our 2025 marketing activities. For each development project, Base Two discusses the requirements, timeline, and goals with our marketing team. They deliver work products that support the goals of the project and conform to our IT standards and requirements. The team also reviews previous work products with our marketing team to ensure that the deliverable quality and cross-team coordination improve over time.

Base Two has delivered HTML5 banners and new animation styles for those banners. They’ve helped us identify new ways for our banners to animate.

What is the team composition?

We work with 2–5 teammates from Base Two.

How did you come to work with Base Two?

They were an existing vendor.

What is the status of this engagement?

We started working with them in June 2019, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Base Two has delivered assets on time and has a high level of engagement when the assets are live in the market. We’ve seen an improvement in our programmatic banner efficiency in cost and click-through rate as we’ve worked to refine our messaging through our programmatic banners.

How did Base Two perform from a project management standpoint?

They’re extremely communicative and proactive in identifying any delays in delivery. Reed does a great job asking clarifying questions to ensure our vision is delivered as we hoped. We communicate through virtual meetings, emails, and messaging apps.

What did you find most impressive about them?

While we’ve worked with Base Two for years, they continue to bring new ideas to the table and suggest better ways to work, such as using Figma, a software that’s easier for developers to translate design choices, or suggesting new ways to animate our banners to prompt higher engagement.

Are there any areas they could improve?

No, they continue to be a great partner to our marketing team.

BACKGROUND

Please describe your company and position.

I am the Engineer Principal of American Electric Power

Describe what your company does in a single sentence.

Electric Utility

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Base Two to accomplish?

Provide AEP Transmission with a standardized platform for capturing capital-intensive project details. Key objectives include replacing siloed spreadsheets with a unified scoping engine, ensuring regulatory compliance through guided checklists, and enabling multi-departmental project approvals.

SOLUTION

How did you find Base Two?

Existing Contractor

Why did you select Base Two over others?

• High ratings
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Base Two were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Base Two has designed, built, and maintained our project scoping platform since 2013. I have worked with them for the past 3 years on enhancements to the platform and in providing support ot users.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

12+ years of continuous usage and system evolution, 2500+ users

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Base Two has consistently met all our schedule and budget requirements, even when we needed emergency support. They are incredibly responsive, and I appreciate that I work directly with their development team and not a sales person. 

What was your primary form of communication with Base Two?

Virtual Meeting

What did you find most impressive or unique about this company?

They are in it with us. They work to meet and even anticipate our needs as opposed to just trying to sell us something. 

Are there any areas for improvement or something Base Two could have done differently?

I honestly can't think of anything. I wish more contractors were like them.