Yaw Aning called Malomo, the service he introduced for small businesses to turn their order-tracking services into top quality consumer experiences, as a tribute to his mom, who was a small company owner herself.

Malomo” indicates flowers in Swahili and it was the name of Aning’s mother’s little soap-making service which she constructed over the years– even as she was fighting the cancer to which she would eventually succumb.

The small Indianapolis start-up has just raised $2.8 million to broaden its services providing a brand-new marketing channel for the Shopify sellers of the world who can constantly utilize more ways to reach new consumers, Aning said.

The financing originated from the San Francisco-based company, Base 10, and New York’s Harlem Capital, together with commitments from previous financiers Hyde Park and High Alpha.

Aning concerned entrepreneurship as an Orr Fellow, an Indiana program that takes 10 graduates and positions them in high-growth business. While Aning worked in corporate financing, he was always interested in the startup world, and began is very first company, Pocket Tales, an online reading game for kids.

That business was followed by Sticks and Leaves, a website design agency that offered Aning his first view into the chance that order tracking presented as a space for a much better consumer experience.

In addition to co-founder Anthony Smith, Aning developed a service that connects with a single click to the Shopify platform and develops custom, branded tracking pages for each brand. “It’s a landing page for a brand. They use it like they would use any marketing property,” Aning stated. “The technique is to build up combinations to the other tools merchants utilize to produce abundant experiences leveraging those tools.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.