When I interviewed Kevin Rosen of Junior's Cheesecake here in NYC it was to ask him what he and his family want the Internet to do for them and their business.

I met Kevin when he appeared on a panel of business owners taking their companies online, sponsored by Crains Publishing Company at its annual Expo.

In fact I interviewed over 50 successful long established Main Street companies, asking many of the same questions that I asked Kevin. I was looking for the common denominator, the two or three reasons that all mentioned for taking their otherwise successful traditional company online.

And I got them!

Each of them told me that in one way or another in order to increase their market share. Junior's, located since 1950 in Brooklyn had just opened a Manhattan outlet in Grand Central Terminal. While he was already reaching out into their existing geographical market Kevin had much bigger plans to extend their market reach nationally if not internationally.

Kevin is the third generation of the family to be involved in the business. When ex-Brooklynites, some living as far away as California, started calling Kevin and asking him to mail them cheescakes, he knew Junior