We own small computer software company, and have been in the computer business for over 20 years. We know how to write software and how to get the most of available tools. Our company has dealt with normal users for all this time, so we know how to make an easy but powerful interface.
We were the first database based dancing site in the world, and we knew from the beginning how to make a proper professional design.
We also spend a lot of time on ‘cleaning data’, i.e. correcting name spelling, cross referencing the information we receive, optimizing our servers, etc.