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Uncovering gems in Ashburn
Ashburn resident Renee Ventrice thought residents should know about good local mom-and-pop businesses.
So, in her spare time, she started Aphioni.com, an online review site.
When did you begin Aphioni.com?
The concept has been in my heart since May 2006, but it became a Web reality in mid-December 2007 while I was recovering from ankle surgery. It’s amazing what the culmination of a vision, a laptop and months of recovery time can develop into.
What gave you the idea for the site?
I love to write, eat and be critical about customer service, so chatting on message board forums was a natural fit. I noticed several of my favorite businesses closing -- partly because no one knew about them or how good their products really were. I decided to start www.aphioni.com to get people talking about the “hidden gems” in Ashburn. Large corporations have the brand recognition to start and build business, but entrepreneurs and independent businesses mainly rely on word-of-mouth and referrals to thrive.
How did you come up with the name Aphioni, and what does it mean?
Heavy pain medication aside, I was Googling to find a unique word that described me. Aphioni is Greek for poppy seed, and if you Google its properties, you will find them described by botanists as “nutty, yet pleasant.”
How do you choose which businesses to review?
I started with my favorites and any business whose performance I was impressed by; now I spontaneously pop in and out of new places. The business must be within 10 miles of Ashburn, locally owned and/or independent, and never had the opportunity to advertise during the Super Bowl.
What do you look for in the businesses?
In [a] non-restaurant, I look for efficiency, reliability, product quality and performance. In restaurants, I look for S.A.M. -- Service, Atmosphere and Menu. I don’t use a rating system -- consumers can decide how many “stars” it deserves. There are places you adore because of the inviting atmosphere, and yet others with little atmosphere but the best pastries on the planet.
Anything that catches your eye?
I believe fabulous service is the key to success. Engaging, honest, knowledgeable employees make the first impression in many business models. I adore a business whose team knows and believes in its product and treats me like the most important person in the room. My reviews focus on the positive, but criteria that would prevent a business from receiving a Flying Colors review: unreliability, average-at-best quality of the products and service.
What are some examples of places you have tested?
I’ve awarded Flying Colors reviews to over 30 businesses, restaurants like Cafe Panache, Callaloo Jamaican Restaurant and Anothai; services from Woofie’s dog walking service to Armor Fence contractors; and specialty shops like WineSmith, Teacher’s Apple and Zazu.
What are some of your favorites that have emerged from this testing?
This is tough -- every place I’ve reviewed is excellent! Silk Road Afghan Cuisine was a surprise favorite -- I didn’t expect it to be as spectacular as it was. I also frequent Not Your Average Joes for their amazing menu and Cafe Rumi -- real European style pastries and excellent coffee. Entree Vous [food preparation kitchen] is another favorite because their service has greatly enhanced our lives. My favorite Flying Colors review has to be for USTigers [martial arts studio]. It reminded me of why I became Aphioni in the first place -- to give my son a diverse place to grow and opportunities to excel.
Why do you think this site is good for the community?
Three reasons: First, aphioni.com presents an amazing opportunity for small-business owners to directly reach their target audience without risking “recycle-itis” -- little to no return on mass marketing coupons because they never get further than the recycling box.
Second, Ashburn residents will benefit by having a local resource that spotlights excellence in a business that they may have been wary about trying. Aphioni is not a paid critic -- the reviews are conducted anonymously through the eyes of a resident, just like them.
And third, Ashburn itself won’t lose its unique landscape that blends nationally recognized brands with locally owned, independent establishments. Both business models have opportunities to grow here, and Ashburn will give its residents more choices of where we eat and shop, or who we use for professional services.
Can the community participate?
Absolutely. I encourage comments, whether my guests agree or disagree with me. I consider the reviews to be a conversation about -- not an advertisement for -- that business. My guests can write their own reviews about a business. Event organizers can post information about community events. Big businesses that are good neighbors by sponsoring events, sports teams, or otherwise contributing to the positive growth of Ashburn are also welcome to promote their community involvement.
Do you hope to sell advertising or get subscribers to the site?
Regarding advertising, I am in the process of redesigning my Web site. It will have premium advertising space for local businesses. There will also be sponsorship opportunities for larger chains and businesses that are good neighbors.
How do you pay for this?
By giving up steaks and replacing them with peanut butter and jelly sandwiches ... seriously, my husband and I made a plan awhile back to invest ourselves, so when this opportunity to turn a passion into profit presented itself, we decided to go for it.
Do you plan on expanding the site in the future?
It’s already in the works. Another Ashburn resident, Kelli Volles of Sunflower Creative Design, is creating my redesigned Web site that will make it even easier for residents and business owners to communicate, for guests to take advantage of exclusive promotions and free products from both Aphioni and local businesses, and for my main ambition to be realized: exceptional independent businesses and local entrepreneurs are spotlighted for their hard work to be among the best at what they do.
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