The following article is a reprint front a front-page feature article printed in a Duluth newspaper, Twin Ports People in 2002.  Used by permission.

When LeRoy Michaelson was working on defense contracts in the early 80s, he had no idea that two decades later he would own a business and be living in Duluth, Minnesota. Why would he? He had already established himself as a talented software designer:

•  He wrote simulation software for a full-cockpit simulation of the V-22 Osprey Tilt-Rotor (Helicopter/Airplane) used to study the aircraft’s aerodynamic properties and to design the flight control system.
• He wrote software for the Osprey’s fuel management system used to measure and control the fuel flow from the aircraft’s many fuel tanks.
• He designed the architecture for complex, diverse missile defense simulations (such as those used in Desert Storm) to study their effectiveness and develop military tactics.
• He designed and built prototype hardware and software for a voting system desired by Central American governments to assist in reducing election corruption. This included real-time data reporting from remotely located locations. LeRoy wrote simulation software for a full-cockpit simulation of the V-22 Osprey Tilt-Rotor (Helicopter/Airplane).
• He represented the software industry in the Army’s Blue Ribbon Panel analysis of the development of a major weapons system.

"My forte is to take a complex problem, distill it down to a set of solvable problems with well-defined interfaces and manage a team to bring the solution to fruition, providing an environment for success. No problem is too big or too complex." - LeRoy Michaelson

Even as a college student LeRoy’s ability to innovate and see the big picture was evident. During a summer job as a line worker building aluminum windows, the company’s general manager & owner was so impressed with his initiative to improve the production process that he offered the general manager position to LeRoy to entice him to stay with the company. But LeRoy had other plans. He was more interested in hardware and software design and solving problems much bigger than window production.

LeRoy spent the better part of the 90s working for companies like Bell Helicopter, Simmonds Precision, Inc., TRW, Coleman Research Corporation and others. Prior to Duluth, he traveled where the jobs took him living in Texas, Vermont, Alabama, New Jersey and Minneapolis, Minnesota. His work was innovative, his reputation was growing and he became a team leader in many of the positions he held. Recently LeRoy lead a team of 90 software developers at United Defense L.P. in the Twin Cities to design and build the Army’s twenty first century answer to a mobile self-propelled howitzer named the Crusader. The three-man crew compartment is as complex as any jet fighter cockpit containing glass screens, control panels, yokes and joysticks. LeRoy developed an architecture that allowed various development teams to work independently, yet be assured of success at integration time. LeRoy lead a team of 90 software developers to design and build the Army's 21st century answer to a mobile self-propelled howitzer named the Crusader.

LeRoy has also been the recipient of many commendations by his employers and team members. “LeRoy’s performance has been outstanding. His technical competence has been invaluable. The software and tasks for which he is responsible are always done on time and in a quality manner. His presentation skills are excellent. He is a key member of the EADTB team.” “LeRoy both participated in and supervised the tool selection analysis. This task gave LeRoy an opportunity to demonstrate his ability to rapidly assimilate information. It is my opinion that LeRoy is the best Computer Scientist that TRW has working on the program.” “ LeRoy’s dedication to and the quality of his work is excellent. This is the first position as a Work Package Manager and he has developed a strong team. He excels in his ability to develop a solution to a problem. He is a critical member of the team.”

"You know what I'm looking for. You get it." - Customer

LeRoy’s quest to be the best, to conquer bigger and more exciting projects propelled him to go out on his own. The entrepreneurial bug bit him in 1994 when he formed his own software business in Vermont working independently on even more defense projects. He reorganized in 1999, after moving to Minneapolis, and formed Integrity Design. He continued to work on defense projects, but also found manufacturing and retail viable outlets for his web design and problem-solving capabilities. LeRoy built and maintains StateSupply.com, a plumbing supplies wholesaler based in St. Paul, MN. State Supply Company has over 15,000 products listed online, with over 20,000 user accounts.

One of LeRoy’s larger endeavors is an e-commerce site for State Supply Company, headquartered in St. Paul, for the sale of wholesale plumbing supplies. State Supply Company’s inventory consists of over 15,000 items that can be ordered via this website. But it doesn’t stop there. This inventory and the web catalog can be leased by other plumbing wholesalers. The site and catalog can be customized for each wholesaler so that no two sites or catalogs appear the same, but the inventory and the “back end” software are identical. Not surprisingly, this is the product of LeRoy Michaelson’s ability to take a complex problem, boil it down to its finite components and build it to be accessible for world-wide applications. This site and catalog has an international base of 20,000 customers. This is now a prototype for other businesses with multiple outlets or for a company to capitalize on this development and form a business using this protocol.

To read about LeRoy and his accomplishments, one might conjure up images of the stereotypical computer nerd with buck teeth, high-water pants and adhesive-taped horn-rimmed glasses. Nothing could be further from the truth.

LeRoy is a great conversationalist. He only brings out the “big” words when prompted, or when talking with his peers or staff. He is a devout Christian and family man. He is a giving man who loves his work and loves - as much - helping people regardless of financial reward. He is a good person as well as a good businessman.

He also loves the outdoors and the many opportunities Duluth has to offer for biking and hiking. Growing up in a rural setting near Balsam Lake, a town of about 600 people in West Central Wisconsin, he appreciates the small town feel and the big city opportunities of Duluth. “It’s easy to make friends here, and the business community has been very willing to help and offer suggestions and leads, says LeRoy.”

"You guys actually listen to us." - Customer

LeRoy is still looking for a site to set up his table saws and equipment to continue building high-end furniture that he has not been able to pursue since arriving in Duluth. He is also looking for spare time to play his trumpet and piano. His passion for photography fortunately can be worked into his daily schedule.

LeRoy moved Integrity Design to Duluth in the fall of 2001 and quickly began networking –something he is very good at. He found a great source for contacts as a member of the Northland Technology Consortium (NTC). NTC is a Duluth-based, member organization that provides professional development opportunities and business support programs for technology professionals. LeRoy found the membership in NTC, and the tech community as a whole, to be very open to generating leads and introducing him to key people in the community.

Business in Duluth was slow at first, but Integrity Design continues to grow as has its staff. LeRoy’s self-analysis early on led him to admit, “I am not an artist.” A website must be functional, but also easy to look at and interesting to maneuver through. His first employee in Duluth was Mike Twining. Mike is a Graphic Arts graduate of University of Wisconsin-Stout. Mike has a unique ability to take the complicated information of a detailed website LeRoy supplies him with and turn it into a graphically pleasing, easily maneuverable and interesting site. His designs show a talent well beyond his years and have an ability to communicate his ideas to Integrity’s clients. Twining’s goal in building his sites is to make the experience so complete, that it is as if you have actually visited the company itself.

Integrity Design’s most recent hire is also from Stout, and coincidently also named Mike. While Mike Twining excels using the right side of his brain in the creative concepts, Mike Paulson is a left brain techy. Paulson excels in taking the (sometimes) complicated architecture of a web site and writing the Java programs, the language that makes the website work.

The two Mikes work well together, an important function of a good team. LeRoy jokes that the two Mikes are twins. They have a good rapport and most importantly, work well with LeRoy.

“We are strong on the human standpoint. Our goal is to build the website that the client wants and help them fulfill their needs and expectations" - LeRoy Michaelson

This attribute is important to LeRoy and to Integrity Design. It is the way they approach their clients. LeRoy’s business philosophy is to build relationships with his clients. To understand a client’s needs and work toward a beneficial solution. As LeRoy puts it “My forte is to take a complex problem, distill it down to a set of solvable problems with well-defined interfaces and manage a team to bring the solution to fruition, providing an environment for success. No problem is too big or too complex.

If LeRoy were to describe Integrity Design’s ideal client today it would be to partner with existing businesses to build web applications that make their businesses more profitable, run smoother and to form a long-term relationship to continue to make their business a success.

The Fairlawn Mansion was looking for something graphically pleasing that gave a flavor of the period when the mansion was occupied and highlighted key aspects of the museum. Integrity Design recently completed one phase of the website for the Fairlawn Museum in Superior. Fairlawn was looking for something graphically pleasing that gave a flavor of the period when the mansion was occupied and highlighted key aspects of the museum. The site needed to be easy to navigate and represent who they are. Mike Twining included a simple but effective virtual tour that takes the visitor through various rooms in the museum.

The Director and Curator of the Museum were extremely pleased with the results as well as the working relationship they experienced Mike and LeRoy. At one of the planning meetings the director said to LeRoy, “You guys actually listen to us.” The site has been so successful that a couple from California recently booked a wedding at Fairlawn. Proof of the power of a well designed website.

When Jack & John Puglisi of Puglisi Gun Emporium wanted a website to sell their high-end, high-ticket antique and handmade guns, they chose Integrity Design. Their goal was to feature the store’s inventory for sale nationwide. Integrity approached the project in a similar way they approached the Fairlawn site. Puglisi’s Emporium is housed in an old bank building in Gary New Duluth. Its architecture, hand-painted ceiling and Oriental rugs were the perfect palette for Integrity to incorporate the look feel and color of the shop’s interior.

The Puglisis had worked with others before choosing Integrity. Jack told LeRoy that other vendors wanted to build their own site, not his. “You know what I’m looking for. You get it.”

Integrity is working on an ongoing project for Wherley Moving and Storage, a United Van Lines and Mayflower carrier located in five Midwestern cities. They have been managing their data with a combination of in-house software, many spreadsheets, paper calendars and hand-written forms. Moving one household required the same information to be duplicated at least 12 times. Integrity is in the process of building a web application that would integrate all data so that no piece of information needs to be repeated.

Their first version is now in production and so far this summer Wherley has serviced over 1,000 customers efficiently and all the information is archived and easily accessible. The next phase in this development process is for Integrity to integrate with Wherley’s financial systems and integrate with existing Palm Pilot software for estimators and salespersons to use on site. Integrity Design is in the process of building a web application that would integrate all data so that no piece of information needs to be repeated.

Wherley Moving has a long-term vision and has entrusted Integrity Design to get them to their goal.

When asked what LeRoy would like to say to potential clients he said, “We are strong on the human standpoint. Our goal is to build the website that the client wants and help them fulfill their needs and expectations". Integrity Design is true to its name. They are a hard-working group of professionals who work for their clients and their client’s needs.