Elemental Software develops and markets software that enables a large, under-served group of business professionals --- those who are not programmers but want to take advantage of the Internet --- to build sophisticated Web-based business solutions with fewer technical resources and at a lower cost. These layout-oriented professionals are largely responsible for the explosive growth of the web and now demand tools that will let them build the next generation of dynamic business solutions as easily and naturally as they come together in their minds.
Target Market - Size and Outlook
Elemental Software products compete in the market for Internet application development tools. Forrester Research assessed the value of this market at more than $330 million in 1997 and projected that it will grow to $1.2 billion in 1999. Forrester also projected that more than 10 million users will be authoring for the Web by 1999, and that only 40 percent of Web developers are programmers or Webmasters, while 60 percent are marketers or other content creators.
Market Size (in $Millions)
| 1997 | 1998 | 1999 | |
|---|---|---|---|
Browsers | 321 | 378 | 449 |
Server Software | 583 | 2,391 | 4,426 |
Transactive Content Tools | 330 | 769 | 1,236 |
Applets | 41 | 192 | 629 |
Packaged Applications | 107 | 581 | 1,760 |
Source: Forrester Research 5/96
Drumbeat 2.0
Drumbeat 2.0 is "The Web Assembly Tool for Real Business." Drumbeat enables layout-oriented users to move beyond static Web sites to build and deploy interactive, database-driven Web sites that deliver real business solutions in less time with fewer technical resources.
Interaction Builder
Drumbeat Interaction Builder allows users to build interactive, database-driven Web-based business solutions without needing to write code.
Data-Driven PageSets
Drumbeat Data-Driven PageSets simplify the task of creating and maintaining groups of pages that have a common layout.
DataForm Wizard
Drumbeat DataForm Wizard is used to define pages that can search, update, insert and delete records in ODBC-accessible databases.
SmartPages
Drumbeat Smart Pages allows users to build adaptive sites that take advantage of the most advanced browser features while also efficiently supporting older browsers.
Layout Inheritance
Drumbeat Layout Inheritance enables users to define new pages or templates by changing only what is different, while maintaining a subordinate relationship to parent Design Templates.
Site-Wide Asset Management
Drumbeat Asset Center serves as a central source for collecting, managing, viewing and assigning site-wide assets.
Flexible One-Button Publishing
Drumbeat Flexible One-Button Publishing enables the Web author to generate sites on production or staging servers from within Drumbeat without manual use of FTP.
Skill-Based Collaboration
Drumbeat Skill-Based Collaboration is designed to enable a Web professional to set up a site so that people throughout the organization can contribute on an ongoing basis.
Drumbeat Extensibility
Drumbeat Extensibility supports an open environment for Web-site assembly, enabling integration of a wide variety of additional functionality via standard and custom components.
Distribution
Drumbeat 1.0 is currently available directly from Elemental Software www.drumbeat.com, and available via partner sites at Real Networks' RealStore www.realstore.com; Netscape Software Depot software-depot.netscape.com; and Developer Direct www.developerdirect.com. Elemental Software also plans to distribute Drumbeat 2.0 via select ISPs and VARs.
Management
Peter Hirshberg
President and CEO
Elemental Software is led by Peter Hirshberg, an industry veteran with more than 15 years of experience in high-technology marketing. As director of enterprise markets at Apple Computer, Hirshberg was responsible for Apple marketing to large business and federal government customers. He developed Apple networking and communication partnerships with Digital Equipment Corporation, IBM and more than 15 other vendors. Prior to joining Elemental Software, Hirshberg had his own consulting and communications organization, Peter Hirshberg & Associates, which developed new media market entry and product strategies for such clients as America Online, Apple Computer, Estee Lauder, Microsoft, NBC Television Network, Pacific Telesis and Silicon Graphics. Hirshberg led the creation of several well-known corporate-vision films, including Microsoft CEO Bill Gates's keynote presentation for the fall 1994 and 1995 Comdex shows, and the film that launched and was included in the CD-ROM accompanying Gates's book The Road Ahead. Hirshberg's films have received numerous awards and have been aired on network television.
Edward Forman
Vice President of Products
Ed Forman has been involved in developing and marketing software products and services for 15 years. Prior to joining Elemental Software, Forman assisted computer software and services companies to develop vision, strategy, and development plans, to initiate strategic partnerships, and to obtain financing. Recent client engagements involved interactive commerce servers, online educational services, cross-media content authoring tools, Internet-enabled qualitative research, distributed Java application development, and Web performance management software. Earlier in his career, Forman served as vice president of marketing at Connect, Inc., RadioMail Corporation, Objective Software, and Network Innovations Corporation. He also held senior product development roles at Apple Computer and Ingres.
Mike Bergeron
Vice President of Sales
Mike Bergeron has 18 years of software sales and sales management experience in both direct and OEM/channel sales. Prior to joining Elemental Software, Bergeron was responsible for setting up and managing the direct and OEM sales channels for software technologies that included high performance databases, vertical applications and application development tools. His experience has included senior sales management positions at Red Brick Systems, Trilogy, and USoft.
David Russian
Acting Chief Financial Officer
During 1997, Mr. Russian assisted Elemental Software and SiliconWave, a semiconductor company, in raising over $17 million. He has been acting CFO for Elemental Software since November, 1997. Prior to 1997, Mr. Russian was Vice President and CFO for Brooktree Corporation, a publicly traded semiconductor company with over $140 million in revenues that was sold to Rockwell International. During 1994, Mr. Russian was Executive Vice President and CFO of Hotel Information Systems, a privately owned company providing software solutions to the hotel industry. From 1991 through 1993, Mr. Russian was Vice President, Finance and Operations and CFO of Wordstar International, a publicly traded software company with over $35 million in revenues. Prior to 1991, Mr. Russian held various executive financial positions including Vice President, Controller and Treasurer of Ashton Tate Corporation, the third largest publicly traded microcomputer software company in the mid-1980's. Mr. Russian is a CPA and holds a B.S. in accounting from San Diego State University.
Michele Murphy
Manager of Marketing Communications
Ms. Murphy has 8 years of experience marketing a variety of products from consumer products to computers. Prior to joining Elemental Software, Ms. Murphy worked most recently as a marketing consultant for Apple Computer, Inc., where she was involved in the strategic planning and implementation of direct marketing and advertising programs.
Major Investors
Privately held Elemental Software is principally funded by Microsoft Corporation, and venture investors Accel Partners, CSK Corporation of Japan, JK&B; Capital and Sorrento Ventures
Board of Directors
John Kernan, Lightspan Parntership, Elemental Software board chairman
Peter Hirshberg, Elemental Software
Keith Fox, Cisco Corporation
Eileen Richardson, JK&B; Capital
Robert Jaffe, Sorrento Ventures
Joe Schoendorf, Accel Partners
