ProSight

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ProSight

• Case Study

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Agenda

• The case studys goals
• IT Management ProSight
• The product
• The market
• The business model
• What have we learned ?
• Mistakes
• Problems
• Lessons

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The Case Study Goals

• Collect personal insight from the executive team
• Learn the process of starting up
• Identify the milestones and turning points
• Our Mission

Learn from others mistakes - we cant make
them all ourselves.
To boldly go where no one has gone before
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Agenda

• The case studys goals
• IT Management ProSight
• The product
• The market
• The business model
• What have we learned ?
• Mistakes
• Problems
• Lessons

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ProSights Mission Statement

• To enable management teams to choose and execute
  an IT portfolio strategy that makes their
  business plans a reality

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The Problem

• What is Information Technology (IT) ?
• Market of billions of Dollars
• The shoemakers children go barefoot
• CFO has ERP
• VP Marketing has CRM
• VP Sales has SFA
• CIO has ???

• 84 of IT projects are canceled or exceed planned
  budget

(Standish Group)
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The Solution eIT-Enabler

• To enable management teams to choose and execute
  an IT portfolio strategy that makes their
  business plans a reality

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The Solution eIT-Enabler
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The Solution eIT-Enabler
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IT Management
IT Organization
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Milestones(1)

• Jun 1998 Founded by Amir Ofer and Avrami Tsur
  as a BRM initiative
• Dec 1998 CEO recruitment
• Relocation to the U.S.
• Co-founder left
• Nov 1999 eIT Forum web community for IT
  Management

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Milestones (2)

• Jan 2000 Finance round of 10.6 Million
• Apr 2000 Beta sites
• Aug 2000 First costumers Motorola and
  University of Nebraska
• Jan 2001 Finance round of 15.4 Million
  despite the recent NASDAQ crash

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Business Model (1)

• Estimated ITM market of 7 Billion annually
  (U.S.) (Standish Group)
• First To Market leverage to market control
• Target Top 500 companies with extensive IT
  expenditure
• Positioning as the market leader
• Real product for real money

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Business Model (2)

• Charge per license
• Professional services Maintenance
• Future - Knowledge brokerage
• Burning Rate estimated at 1Million monthly
• Show prospective revenue NOW

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ProSight Customers
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Penetrating the Market

• Attain high powered customers as referable
  accounts
• Provide additional value to all levels of users
• Enabler A platform you cant manage without
• Become the industry standard

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ProSight Competitors
In House Solutions

• ProSights advantages
• Focus on IT rather than general solution
• Knowledge sharing Professional Services
• Multi-level solution Portfolio and middle
• management
• Technology Cross correlation between existing
  information resources

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Agenda

• The case studys goals
• IT Management ProSight
• The product
• The market
• The business model
• What have we learned ?
• Mistakes
• Problems
• Lessons

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Problems Risks

• Real value only in large scale deployments
• Product integration demands
• Shift in management behavior
• Long training period
• Israeli based RD security hazards
• Financing risk
• Current market affairs make - not
  promises
• sales will either make them or break
  them

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Mistakes

• Initial design out of focus
• Executive team recruitment
• Two VPs left ProSight
• Late VP Sales recruitment
• Sales missed targeted market
• Didnt focus on strategic costumers
• Wrong marketing target focused on the CIO
• Nice to have not have to have

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Our Lessons

• Design your product flexible and scalable
• Every plan is a base for change
• Navigate RD with market requirements
• Timing and Focus are crucial
• Hire experienced executive management fast
• Make referenceable strategic clients

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Acknowledgements

• ProSight
• Amir Ofer Co - founder and chief scientist
• John Cimral CEO
• Doug Yokoyama Product manager
• Sue Reber VP Marketing
• Barbra Gaffney VP Sales strategic alliances
• Ayelet Steinberg Accountant
• Noa Sattat QA Team leader
• Ofir Oron UI Designer
• BRM
• Yuval Rakavy CTO
• Ilan Stern HR Director
• Johny Klahr Advisor
• Miscellaneous
• Izhar Shay CEO of Business Layers
• Yael Basher VP Product Development of BackWeb
• Allison Haines Analyst, Gartner Group
• Avarmi Tsur Co founder of ProSight

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Thank You

• Gedon Rosner
• David Rabinowitz
• Leonid Bakman
• Ilana Mushinsky
• Sabina Gertz
• Eran Golan