Moshe Maeir didn’t have to start a new business. After reselling VoIP solutions for years and buying pieces of several telecom companies, his business was humming along.

But as a veteran of the telecom industry, Maeir began to notice a hole in the PBX (News - Alert) market, especially as it relates to the cloud. He kept hearing that professionals—especially small business owners and managers—were having trouble with overly complex PBX systems. They were getting bogged down with more features than they needed and having difficulty with simple tasks like changing IVR messages when they went on vacation.

So about a year ago, Maeir took three months off from his other businesses to travel to tradeshows and talk with small business professionals about what they were looking for in a phone system. He discovered, as he suspected, that these businesspeople were looking for simple systems that were quick to set up and easy to use. At the end of his three-month journey, Maeir decided to found fone.do, a cloud-based small business phone system.

“I decided to start from zero and build a new team,” he told TMC (News - Alert) during Editor’s Day on Tuesday, January 27 at ITEXPO Miami. “And half my team for this new venture is not from a telephone background. I brought on a lot of Web programmers because people are doing amazing things in that space. People who have been in the telephone industry for many years are sometimes constrained to a certain way of thinking, and we needed some outside perspective as well.”

In setting out to build a small business phone system, Maier’s team researched which features were absolutely critical for companies with fewer than 20 employees—then all the others were stripped away. The team worked to develop an intuitive interface that would provider a seamless experience. Lastly, Maier and his employees designed a simple process for configuring the system that could be completed in a matter of a few minutes:

Step one: The business owner or manager visits the phone.do website and selects a business phone number

Step Two: Details for other members of the team are then entered on the site (name, email, mobile phone, etc.)

Step Three: Those contacts are easily dragged to where they are going to reside in the IVR. Everybody in the organization gets an email with an extension, and the organization is ready to go.

Moshe noted that the product would be compatible with both Apple (News - Alert) (News  - Alert) and Android phones. He added that companies that still need desk phones would be able to order ready-made phones from fone.do as soon as they set up their systems online. His new business venture is scheduled to roll out by April 1, and he is visibly excited for the next step in his telecom journey—creating a simple small business phone system.

“The Internet makes everything so easy,” Moshe said. “People are used to that way of operating now and need to be able to get things done quickly. There’s a need for this out there.”