Long days of work spawn new site

A new Web site that promotes personal achievement grew out of two businessmen's long working days in Reno.

Finao.net was launched by JoMoWaG LLC, a company started by Wallace Greene and partner Jon Morrow of the Seattle area. Greene, who works for Microsoft, formerly was based in Reno. He put in long days with Mark Roenigk, who later left Microsoft and now works as vice president of operations excellence and chief procurement officer for eBay in San Jose.

As they worked to help launch Microsoft platforms, the two often encouraged their coworkers with the motto: "Failure is Not an Option," the core message of the new Web site.

"We always used to come up with creative ways to motivate the troops because we worked such long hours," Roenigk says. "We used FINAO back then, and it was so meaningful. I think it is import for people to define their own success, what they want to achieve and how they want to achieve it. That is what our brand is trying to achieve."

Roenigk is an investor in the new site, but he says the goal of finao.net is not to turn a buck but rather to help people learn how to set their own boundaries and reach their goals.

Adds Greene: "The bottom line is that we are looking for opportunities to help people realize their own potential relative to their own goals and objectives. They don't have to respond to rules and conditions not established by them."

FINAO apparel and merchandise also is marketed through the Web site.