Marketing SIG: Startup Marketing Lab - join us!




    Title: Startup Marketing Lab

    . You have created a really cool product or service, and now you need to get the word out, and get people using it, right?
    . You have a tiny marketing budget, and question what is the best use of your marketing dollar, right?
    . You have some idea how to market to your customers, but want to get
    some second or third opinions from other experienced marketers, right?

    On July 14, the Startup SIG and the Marketing SIG will combine forces to hold a Startup Marketing Lab, where selected startups will present their products or services, then receive practical advice and valuable insights from seasoned marketers in positioning, social networking, public relations, advertising, and more.

    Join us for some thought-provoking dialogs, spread the word about your startup, and receive some marketing ideas from people who have been there.

    Companies to Present:


    CellarStone, Inc., Gopi Mattel,,

    CellarStone specializes in sales commissions and incentive compensation software and solutions. Our staff has been pioneers in the sales commission business space, with significant domain expertise and experience.

    CellarStone offers QCommission, a flexible and powerful sales commission product that can meet the needs of customers of all sizes. It also provides integration expertise with its QXchange product. We custom develop software based on customer requirements.

    CellarStone has substantial experience in the sales commission business area, addressing sales commission needs across many industries. CellarStone has a successful on-premises application in the SMB space. CellarStone is now launching the Easy Commission Software-as-a-service application to address the sales commission needs of small businesses.


    Etelos, Molly Morelock, Marketing Manager,

    Etelos is revolutionizing the way Web-based applications are developed, distributed and consumed to empower organizations to use Web-based applications to achieve their goals. Etelos' technology for developing and deploying on-demand applications is transforming the world of software distribution.

    The Etelos MarketplaceTM gives developers an easy place to license, distribute and support applications. The Etelos Marketplace also gives businesses a wide selection of fully customizable, on-demand business applications to license and deploy to the hosting environment of their choice.

    Etelos has a newly launched web-based Marketplace where people can buy and sell web-based solutions. Think of us as an online Mall.

    Nearsoft, Inc.,  Roberto Martinez, CEO,   Matt M PÉrez, COO,

    Nearsoft is a software development service, with operations in Mexico. We work with ISVs, SaaS companies and consumer-facing sites. Clients come to us because they are,

    . Disappointed with offshoring

    . Frustrated that they can’t find people with the right skills

    . Upset because they they can’t scale their development team

    . Tired of late releases and poor quality


    Thanks to our product development approach and experience, we help our clients get their products (and their companies) out to market faster. And we have the track record to prove it, with clients like INgroovesTierraNatalAxolotlTIBCO, and others.

    We love product development and we love a challenge. And we are nearby: our team is located in Northern Mexico, one time zone away, instead of twelve.

    Security Mentor®, Inc.,  Marie White, CEO,


    Security Mentor’s innovative approach of brief, frequent, and focused training makes security easy for employees to learn and remember. Engaging, interactive, rich media lessons are created in Flash and instructionally designed to increase retention through memorable experiences.

    Security Mentor is a self-funded, privately held company co-founded by Marie White and Craig Kunitani in 2007. Together they have more than 25 years experience in Information Technology and Information Security. Security Mentor launched at the RSA® Conference 2008 trade show; and has received praise from authorities in the security and e-learning communities. 

    Marie holds a PhD and MS in Oceanography from Texas A&M University.  She also holds certifications as a Certified Information Systems Auditor (CISA) and Certified Information Systems Security Professional (CISSP).


    Consultant Advisors:

    Niti Agrawal, President, Stage 4 Solutions, Inc.

    Stage 4 Solutions is a product marketing firm with four consecutive years of double-digit growth. The firm specializes in maximizing marketing investments for Fortune 500 high-techs and emerging high-tech leaders by providing strategic business and product plans, focused sales tools, competitive analyses, new product launches, and interim marketing staffing solutions. Stage 4 Solutions is staffed by senior-level consultants in the Silicon Valley and India. 

    Since founding the company in 2001, Niti and the team of senior marketing professionals have achieved 100% referenceability with market leading clients such as HP, Symantec, SAP, HP, Sun Microsystems, Yahoo!, Symantec, Nokia, Wind River, and a host of start up companies.

     Prior to founding Stage 4 Solutions, Niti was the Director of Product Marketing for Agile Software, a leading provider of Product Lifecycle Management solutions. Previously Niti led the team at HP responsible for a $400M PC server product line. In this role she was responsible for managing channel inventory, forecasting, pricing, service and support operations, end of life transitions and new product introductions. 

    Niti holds an MBA from Stanford University and a BS in Accounting and Finance with highest honors from The Wharton School of Business.

    Sean Murphy, President, SKMurphy, Inc.

    Sean Murphy has taken an entrepreneurial approach to life since he could drive. He has served as an advisor to dozens of startups, helping them explore new options and bring their businesses to new levels. His firm, SKMurphy, Inc., focuses on early customers and early revenue for software startups, helping engineers to understand customer development.  He specializes in B2B software firms, helping them with formation issues, new product introduction including pricing and positioning, early reference customer acquisition, and engineering a scalable sales process.

    Guy Smith, Chief Consultant, Silicon Strategies Marketing

    Guy brings a combination of technical, managerial and marketing experience to Silicon Strategies projects. Directly and as a consultant, Guy has worked with a variety of technology-producing organizations. A partial list of these technology firms include ORBiT Group (high-availability backup software), Telamon (wireless middleware), Wink Communications (interactive television), LogMeIn (remote desktop), FundNET (SaaS), Open-Xchange (groupware), VA Software (enterprise software), DeviceAnywhere (mobile applications), Virtual Iron (server virtualization), SUSE (Linux distributions and applications), BrainWave (application prototyping) and Novell.


    Event Logistics


    DLA Piper Rudnick Gray Cary LLP
    2000 University Ave.(University Circle)
    East Palo Alto, CA 94303
    Tel: 650.833.2000
    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.



    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:15 p.m. Announcements and Introductions
    7:15 - 8:30 p.m. Presentation and Discussion
    8:30 - 8:45 p.m. Wrap-up / Networking



    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

    For more information about the SIG