"This is going to change how people take care of their computers," said Scott LeBorious, a computer systems expert, as he thumbed the keypad on his cell phone in anticipation of a sales call.

LeBorious works for a new Federal Way company called Honest John, which provides complete computer systems support and management for the entire gamut of technology users, from soccer moms to CEOs.

With the ribbon cut on the not-yet-open storefront in the new Federal Way Crossings shopping center, LeBorious and partner Thai Tran set up shop outside on the sidewalk under a make-shift tent and Honest John banner.

Powered by an extension cord and wireless internet, Tran and LeBorious hung the open sign and worked with new customers on a laptop.

These two men, along with four other staff members and their boss and company creator, Steve Smith, hope to revolutionize the computer services industry by offering more hands-on, in-home training and a service contract program providing affordable, routine maintenance.

"This is an entirely new concept," said owner Steve Smith in an interview last Thursday. "Honest John goes well beyond simple repair and virus removal."

Customers can elect to purchase one of four monthly membership plans, which provide them with reduced rate or free computer services and support. The basic package offers users a discount on in-home servicing, as well as free e-mail and online support. Honest John even offers to diagnose and repair a customer's computer problems remotely.

Smith said he began the company because he sees a growing need for affordable, consistent computer services for people with home offices.

"So many people need computer advice and they're often getting help from a relative," Smith said. With most on-site computer tech support falling outside the economic means of most computer owners, Smith said his company fills the price gap. "And they can be confident that they have someone who knows exactly what they're talking about."

Smith said the Honest John name represents more to him than a catchy title. He plans on making it his entire business philosophy.

"We have no problem telling people not to spend money with us," said Smith, who claims that for some of his customers, buying a new computer might best help resolve their current technology woes. "And for most calls, we can save the customer money by diagnosing most of their problems over the telephone, saving them the expense of us coming out for servicing."

"If our customers are billed for a full hour of service," Smith added, comparing Honest John to some of the other computer service companies in the area, "they get the entire hour."

Smith bought the company in March and decided to close its current Tacoma store and relocate to Federal Way.

"The business was very small and nothing like what we've created (since buying the business)," Smith said.

"We basically bought it to develop a starting point for our ideas," he added. "The service packages and in-home service did not exist when I bought the company."

His short-term plans include opening the new storefront in the Federal Way Crossings shopping center and adding a north Seattle store in Lynwood or Alderwood and another in the Portland area. After he has the metro Seattle and Portland regionss covered, the owner plans to pursue franchising his idea around the region and beyond.

The new Federal Way store, Smith said, will cover southern King County and Seattle's east side, as well as Pierce and Thurston counties to the south.

His team developed a logo that Smith hopes will resonate with potential customers after they see it. The name Honest John, he added, helps evoke a sense of forthright service and integrity. And after 20 years in the computer industry, Smith hopes he has stumbled on the right formula to lure in customers.

His first promotional event, the Federal Way Technology EXPO, garnered Honest John some publicity and offered South Sound residents and businesses a unique look into the mobile Microsoft computer truck, loaded with workstations and packed with hands-on equipment.

The large truck brought a carnival-like atmosphere to the Crossings center, which featured vendors and representatives from some of biggest names in the computer and communications industries, like Hewlett Packard, Cisco and Eschelon Telecom.

Smith said he no idea of the immediate impact the Expo had on his business, but the event's pairing with Microsoft and other well-respected businesses certainly helped Honest John gain some name recognition among Expo-goers.

"From what I've heard from people who attended," Smith said, "the Expo was very well received by the community."

Smith added that the turnout to the event was less than he had expected, but he heard from several business people in attendance that Honest John received a strong showing from the public for a weekday afternoon event.

LeBorious said he has fielded several service calls in the aftermath of the Technology Expo.

"So far," he said, "the response has been great."

Smith said that Honest John has established relationships with a host of other data and communications companies to help provide their customers a broad menu of options to meet computer needs of any size.

From a personal computer user with a sluggish system, to a new business looking to install a full line of networks, voice and data, Smith claims Honest John can meet their computer needs.

"Either directly or through the help of our partners," the owner said, "we can outfit them from the ground up."

"We give them just one person to talk to about all of their computer needs," Smith said.