While CEO Ravi Singh aims for his company to be a market leader in the field of tech vendors serving political clients, the approach ElectionMall Technologies has taken to serving the market is unlike that of other vendors. The company’s name is no accident. Indeed, ElectionMall’s products are sold individually via an online storefront, and paid for via an ecommerce transaction that enables consumers to choose individual tools off the virtual shelf, downloading them for a relatively small, one-time cost. By focusing on selling inexpensive, compatible tools, and Web basics like selling domain names, Singh hopes to better serve the large number of candidates running for local political offices—the political customers with small budgets often forgotten by other technology vendors. “We’re focused on the ABC fundamentals,” stresses Singh.