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					teQ
                  PITTSBURGH
                                                                                             FALL 2010




                      A Publication of the




                                             BEST                inShow
                                              2010 DATA AWARD WINNER,
                                              JESSE BEST, LIVES UP TO HIS NAME
                                              READ THE STORY ON PAGE 12.




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                 FOSSIL FREE FUEL AND                     ...............
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                                                                            NATURAL GAS DRILLING
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                 OPTIMUS TECHNOLOGIES ARE GROWING         ...............
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                                                          ...............   EXPERTS, KW INTERNATIONAL,
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                 THEIR OPERATIONS IN BRADDOCK P. 6        ...............
                                                                            OPEN PITTSBURGH OFFICE P. 16
teQ
             PITTSBURGH




             A Publication of the


TECHNOLOGY. ENTREPRENEURSHIP. QUALITY.
V O L U M E S I X T E E N , I S S U E S E V E N , FA L L 2 0 1 0
WEB: news.pghtech.org BLOG: techburgher.pghtech.org
TWITTER: pghtech RADIO: TechVibe Radio 1410 AM KQV




                                                                   8
                                                                          uuuu                                           Jesse Best: People just need to buy more art
                                                                                                                         and less flat screens. Applied correctly, this
                                                                                                                                       formula should work in any city.


                                                                          ON THE COVER                                                                         [12]
                                                                           JESSE BEST, THE 2010 DATA AWARD
                                                                           WINNER, LIVES UP TO HIS NAME.
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                                                                         MUST READ
                                                                         [5]              TECHKNOW Tech companies can build better communities.
                                                                         [16]             TECHBURGHER Technology news from techburgher.com.
                                                                         [19]             BUSINESS INTELLIGENCE Use business intelligence to create value.
                                                                         [25]             WHY IT WORKS Brand basics from Rick Cancelliere.


                                                                                                                                            FROM THE PRESIDENT
                                                                                                                                            Let’s change our
                                                                                                                                            entrepreneurial
                                                                                                                                            culture!


                                                                            [26]
    FEATURE [6]
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                            ASA WATTEN AND COLIN HUWYLER                   PITTSBURGH TEQ is published seven times a year by the Pittsburgh Technology Council,
                                                                           2000 Technology Drive, Pittsburgh, PA 15219-3110;
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                                                                                                                                                                    Audrey Russo

                                                                                                                                                                    ASSOCIATE PUBLISHER
                                                                                                                                                                    AND EDITOR
                                                                                                                                                                    Jonathan Kersting

                                                                                                                                                                    CREATIVE DIRECTOR
                                                                                                                                                                    Kim Chestney Harvey

                                                                                                                                                                    PRODUCTION MANAGER/
                                                                                                         14 FLASH FORWARD                                           STAFF WRITER
                                                                                                                                                                    Matt Pross
                                                                                                         Chorus Call launches new
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                                                                                                                                                                    Emily Goss
                                                                                                         Concert-oh.
                                           [14]           [15]                                                                                                      CONTRIBUTING WRITERS
                                                                                                                                                                    Rick Cancelliere
                                                                                                         15 BUY THIS                                                Tim Hayes
                                                                                                                                                                    Mike Matesic
                                                                                                         Go anywhere with
                                           [16            [17]                                           high-speed CLEAR 4G.
                                                                                                                                                                    Ron Morris
                                                                                                                                                                    Dave Nelsen
                                                                                                                                                                    Michael Righi
                                                                                                                                                                    Greg Steffine
      KW INTERNATIONAL                                                                                   16 FIRST LOOKS
      ESTABLISHES                                                                                                                                                   PHOTOGRAPHY
                                                                                                         Houston-based KW                                           Jonathan Kersting
      PITTSBURGH PRESENCE                                                                                International hopes to
      TO SERVICE                                                                                         grow operations in SWPA.                                   PROOFREADER/
                                                                                                                                                                    COPY EDITOR
      MARCELLUS SHALE DRILLERS                                                                                                                                      Chris McClure

                                                                                                         17 PULSE                                                   PRINTING
                                                                                                                                                                    Fry Communications
                                                                                                         Local tech entrepreneur, Razi
                                                                                                         Imam, is “Driven” to succeed.

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               FEATURES
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                               [18]                         [20]                          [21]                         [22]                          [23]
                                                                                                                                                                    The Pittsburgh Technology Council is
                                                                                                                                                                    a regional association of technology
         18    BUSINESS ADVISOR Venture capital investment in the cleantech sector continues to grow.                                                               companies, professional service firms, and
         20    OFF THE SHELF Why HTML5 will save the world.                                                                                                         academic and civic organizations working
         21    START ME UP To ensure a successful product launch, master the art of publicity.                                                                      to foster the development and growth of
         22    E-CORNER True entrepreneurs always “find a way” in the face of adversity.                                                                             the technology industry in western
         23    INTERACTIVE Increase sales by establishing rapport through social media.                                                                             Pennsylvania.
                                                                                                                                                                    This newsmagazine serves the business-
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         ON THE MIND                                                                                                                                                technology companies. Information is
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         [24]      COMMUNITY CAUSE The Refresh Kittanning Project is leading economic development efforts in this quaint town.                                      reliable, but its accuracy cannot be guar-
                                                                                                                                                                    anteed. No information or opinion ex-
         [28]      PUBLIC POLICY Can governor-elect Corbett transform state government?                                                                             pressed herein constitutes a solicitation
         [30]      STEM TALENT The best tech talent is at your fingertips!                                                                                           for the purchase or sale of any securities.
                                                                                                                                                                    Opinions expressed are those of the iden-
         [31]      COUNCIL BIZ-DEV Explore the Floor is the perfect environment for manufacturers to build business.                                                tified spokespersons and do not necessar-
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         4 PITTSBURGH TECHNOLOGY COUNCIL
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      TECH KNOW
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      TECH COMPANIES
      CAN BUILD BETTER
      COMMUNITIES
      By Jonathan Kersting, Associate Publisher
      jkersting@pghtech.org
                                 I’M ALWAYS GOING ON RECORD PRO-
                                 CLAIMING MY LOVE AND PASSION FOR
                                 PITTSBURGH AND ITS SURROUNDING
                                 REGION. I LIKE THE GOOD, THE BAD AND
                                 THE UGLY, THE NITTY AND THE GRITTY
                                 IF YA KNOW WHAT I MEAN.
                                       There are so many things going for our
                                 region, from a diverse business climate,
      thriving tech community, killer cost of living and access to the great
      outdoors. The list goes on and we all know it.
            However, like any region, some of our communities are really
       taking off while others are struggling. Just look at Lawrenceville, the
      South Side and East End. As Pittsburgh reinvented itself after the
      collapse of the steel industry, these parts of town are bouncing back with
      a unique mix of the arts, small business (including tech startups), retail
      and residential development.
            Brownfields in Hazlewood have been converted to technology
      parks. The Pittsburgh Technology Council sits on the Pittsburgh Tech-
      nology Center, one of the first reclaimed brownfields. Homestead’s Wa-
      terfront and the South Side Works have begun integrating retail,
      residential and office space into former industrial sites, drawing crowds
      of people to live, work, play and, yes, shop.
            On the inverse, there are still plenty of communities that are
      having a hell of a time trying to find their way. Communities up and
      down the Monongahela Valley like Clairton and McKeesport are
      holding on tight trying to attract new industries and maintain their with-
      ering population bases.
            In particular, Braddock, just a few miles up the “Mighty Mon” from
      Pittsburgh, has been severely hit. Just this past year, things deteriorated
      further as the community lost its namesake hospital.
            But, there is hope. A renaissance could be taking shape in
      Braddock in a slightly less traditional way as two green technology com-
      panies have leveraged inexpensive rent, a centralized industrial setting
      and access to a skilled workforce. Optimus Technologies and Fossil Free
      Fuel are true technology pioneers setting up shop along the main drag
      in Braddock to take a chance on building an alternative fuels hub.
            Fossil Free Fuel is in the business of producing fuel from waste oils.
      They collect discarded grease from restaurants and turn it into fuel that
      a converted diesel engine can chug all day long.
            Optimus creates conversions kits for diesel engines to burn
      bio-diesel and other fuels without fossil origins. We’re talking engines
      for industrial equipment, heavy machinery, delivery trucks and even an
      old Mercedes Benz 300D. The market is massive!
            The companies have ambitious plans to turn Braddock into a green
      energy center, hopefully helping to also play a role in revitalizing this
      long-ailing town, without a TGI Fridays or Target. Learn more about
      these companies on page 6. While you’re at it, see how Kittanning is try-
      ing to attract more businesses on page 24.
            With the introduction of tech companies and brash entrepreneurs,
      troubled communities, like Braddock, can afford our region a canvas to
      create something great and truly transformative. Our blighted commu-
      nities can become our biggest assets and zones for true opportunity. I
                                                                                                                                                                                  eteq.pghtech.org 5
        FEATURE
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                                                                                                                                                                                                                                                               FUTURE   By Matt Pross, Staff Writer > Photography by Jonathan Kersting > Design by Kim Chestney Harvey



                                                                                                                                                                                                                                                                 Two small, Braddock-based                                                                With the UPMC Braddock hospital closing down ear-
                                                                                                                                                                                                                                                                                                                                                          lier this year, the pain and suffering of one of Allegheny


                                                                                                                                                                                                                                                                      startups are betting big on
                                                                                                                                                                                                                                                                                                                                                          County’s most economically depressed communities
                                                                                                                                                                                                                                                                                                                                                          doesn’t seem to have an end. But, if you look closely,
                                                                                                                                                                                                                                                                                                                                                          there is hope. Against all odds, a group of pioneers are


                                                                                                                                                                                                                                                                     biofuel. If successful, they
                                                                                                                                                                                                                                                                                                                                                          trying to bring back the struggling community by start-




                                                                                                                                                                                                                                                         p
                                                                                                                                                                                                                                                                                                                                                          ing and developing new businesses on Braddock’s his-
                                                                                                                                                                                                                                                                                                                                                          toric main street. Fossil Free Fuel and Optimus


                                                                                                                                                                                                                                                                        will develop an industry
                                                                                                                                                                                                                                                                                                                                                          Technologies are two green technology startups that
                                                                                                                                                                                                                                                                                                                                                          are committed to growing their operations in Brad-
                                                                                                                                                                                                                                                                                                                                                          dock and redeveloping the community in the process.


                                                                                                                                                                                                                                                                          niche that could create                                                         THE TECHNOLOGY
                                                                                                                                                                                                                                                                                                                                                          Founded in Medina, NY in 2005 as Fossil Free Fuel, the company

                                                                                                                                                                                                                                                                        energy independence and
                                                                                                                                                                                                                                                                                                                                                          relocated to Pittsburgh in 2007 and launched the first genera-
                                                                                                                                                                                                                                                                                                                                                          tion of its diesel-to-biofuel conversion technology. Since then,
                                                                                                                                                                                                                                                                                                                                                          the company has converted more than 200 individually-owned

                                                                                                                                                                                                                                                               rebuild a struggling community...
                                                                                                                                                                                                                                                                                                                                                          vehicles with its technology, which is a bolt-on fuel conversion
                                                                                                                                                                                                                                                                                                                                                          technology that allows diesel vehicles to utilize various types of
                                                                                                                                                                                                                                                                                                                                                          biodiesel, year-round in any climate.

                                                                                                                                                                                                                                                         6 PITTSBURGH TECHNOLOGY COUNCIL
                                                                                                                                                                                                             FEATURE
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E FUELS
      “When we first started the company, we were converting vehicles on a one-off basis,” Colin Huwyler, Co-founder of Fossil Free
 Fuel and CEO of Optimus Technologies, explained. “While this provided a good starting point for Fossil Free, it wasn’t a scalable
 business model.
      “Since then, we have developed a second-generation technology called the Vector System, which is modular and has appli-
 cations in agricultural, commercial and industrial markets,” he continued. “The commercial application of the Vector System costs
 between $8-10K per vehicle and we are currently working with several clients across different markets in pilot tests of the system.”
      In addition to its vehicle applications, Optimus now offers on-site, closed-loop power generation systems for restaurants
 and food service facilities that produce waste vegetable oil; and a waste oil burner and heating system for forced air and boiler
 applications.
      Huwyler co-founded Fossil Free Fuel with David Rosenstraus, who is now COO of Optimus Technologies. In addition to being
 responsible for the day-to-day operations of the company, Rosenstraus is focused on manufacturing, servicing and installing the
 Vector technology.

 THE FUEL
 Along with the company’s shift away from one-off conversions to a more scalable, modular business model, Fossil Free split into
 two separate companies (Fossil Free Fuel and Optimus Technologies) in July 2010. Before this strategic reorganization, the com-
 bined company was not only focused on creating, manufacturing and installing the technology, but it was also heavily involved in
 the collection and processing of waste oil. Now Optimus is solely focused on further product development of its Vector technol-
 ogy, commercialization and further market expansion. Fossil Free Fuel is now totally focused on the collection of waste oils from
 regional outlets and the subsequent processing and distribution.                                               CONTINUED >>

                                                                                                                                        eteq.pghtech.org 7
        FEATURE
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                                                                                                                                                                                                                                                                                                                                              [ABOVE] IF STATE FUNDING IS APPROVED FOR THE BRADDOCK
                                                                                                                                                                                                                                                        “For a number of years, our fuel operations have been in bootstrapping                BIOFUELS BLOCK, THE PROJECT WOULD REDEVELOP THIS VACANT
                                                                                                                                                                                                                                                  mode,” Asa Watten, CEO of Fossil Free Fuel, explained. “Now, we are completely              LOT INTO A REGIONAL BIOFUELS INNOVATION HUB.



                                                                                                                                                                                                                                                                                                                                              UP CLOSE&
                                                                                                                                                                                                                                                  focused on scaling the company to a size where fuel collection and production
                                                                                                                                                                                                                                                  can entirely support the company. Pittsburgh will serve as our test market and
                                                                                                                                                                                                                                                  then we hope to expand into other markets as well.”
                                                                                                                                                                                                                                                        Currently, Fossil Free has agreements with 40 restaurants and grocery
                                                                                                                                                                                                                                                  stores in the area to collect the waste oil - or pure plant oil as Watten refers to it


                                                                                                                                                                                                                                                                                                                                              PERSONAL WITH
                                                                                                                                                                                                                                                  - created from their deep-fat fryers. Additionally, the company also has collec-
                                                                                                                                                                                                                                                  tion agreements with several Giant Eagle locations and also offers a drop point



                                                                                                                                                                                                                                                                                                                                              ColinHuwyler
                                                                                                                                                                                                                                                  for residential waste oil.
                                                                                                                                                                                                                                                        Once the pure plant oil is collected, it is processed at Fossil Free’s fuel
                                                                                                                                                                                                                                                  processing site in Braddock, where it is turned into a vehicle-grade fuel. While
                                                                                                                                                                                                                                                  Fossil Free is currently seeking investment to scale to a 2 million-gallon test
                                                                                                                                                                                                                                                  facility, this past summer the company expanded its current capacity from 800
                                                                                                                                                                                                                                                  to 2,500 gallons a month and is on trajectory to continue doubling its collections
                                                                                                                                                                                                                                                  several times a year.                                                                       TEQ: Quickly tell us about Optimus and its products.
                                                                                                                                                                                                                                                         “Pure Plant Oil has serious environmental benefits over other biofuels like          COLIN HUWYLER: Optimus is a Pittsburgh-based company with our oper-
                                                                                                                                                                                                                                                  corn ethanol and biodiesel because it takes minimal energy and cost to                      ations located in Braddock, Pa. The primary product that we manufacture
                                                                                                                                                                                                                                                  produce,” Watten explained. “When compared with petro-diesel, it is far                     is the Vector system; this system enables diesel engines to operate on a
                                                                                                                                                                                                                                                  superior from a cost standpoint and an environmental perspective as it offers               variety of renewable fuels. The system is a retrofit that can be utilized in
                                                                                                                                                                                                                                                  significant decreases in the emission of poisonous unburned hydrocarbons,                   any application with a diesel engine; our focus is on commercial and in-
                                                                                                                                                                                                                                                  carbon monoxide, carbon dioxide, particulates and sulfur oxides.”                           dustrial users.
                                                                                                                                                                                                                                                        Optimus’ Vector technology is capable of but not limited to operating on                    The great thing about this technology is it has such diverse applica-
                                                                                                                                                                                                                                                  pure plant oil, algae oil, animal fats, bio-crude, pyrolysis oil and all blends of          tions; diesel engines power our economy. From agricultural tractors to
                                                                                                                                                                                                                                                  biodiesel.                                                                                  over-the-road trucks and everything in between, there is almost nothing
                                                                                                                                                                                                                                                                                                                                              that exists that doesn’t rely on a diesel engine at some point in its produc-
                                                                                                                                                                                                                                                  THE COMMUNITY                                                                               tion. The down side is that we are heavily dependent on imported oil, which
                                                                                                                                                                                                                                                  Although Optimus and Fossil Free Fuel officially split their operations earlier             raises huge national security and environmental issues. For businesses, the
                                                                                                                                                                                                                                                  this year to maximize growth opportunities, the two companies are still work-               volatility in the petroleum market can have a huge impact on their bottom
                                                                                                                                                                                                                                                  ing hand-in-hand. Both startups are portfolio companies of seed-stage investor,             line; the Vector product allows our clients to save money and stabilize their
                                                                                                                                                                                                                                                  Idea Foundry. In collaboration with the non-profit organization, Pittsburgh                 costs by utilizing next-generation renewable fuels.
                                                                                                                                                                                                                                                  Region Clean Cities (PRCC), Optimus and Fossil Free are pursuing the devel-                       We also manufacture two additional product lines, the Apex and the
                                                                                                                                                                                                                                                  opment of the Braddock Biofuels Block, which is a project designed to redevelop             Exotherm. The Apex is a self-contained combined heat and power unit de-
                                                                                                                                                                                                                                                  the vacant gateway block of Braddock and establish a regional biofuels                      signed for food service facilities. The Apex plumbs into a facility’s fryer bank
                                                                                                                                                                                                                                                  innovation hub through the development of: an advanced fuel system                          and processes used vegetable oil into electricity. The system provides the
                                                                                                                                                                                                                                                  manufacturing, installation and technology development facility, an alternative             additional benefit of offsetting hot water usage for the kitchen or restrooms.
                                                                                                                                                                                                                                                  fuel station, public resource center and headquarters for PRCC, and a                             The Exotherm is a commercial heating system that can operate on
                                                                                                                                                                                                                                                  zero-waste biofuel pilot facility and biomass liquid fuel research laboratory.              waste petroleum oils such as hydraulic fluid, transmission oil or motor oils
                                                                                                                                                                                                                                                        While the $2 million needed to fund the project has yet to be approved,               in addition to any of the biofuels compatible with the Vector system.
                                                                                                                                                                                                                                                  Huwyler and Watten said that if the Braddock Biofuels Block does indeed
                                                                                                                                                                                                                                                  become reality it would create approximately 100 jobs, produce 2.5 million                  TEQ: So the Vector, Apex and Exotherm are all designed and
                                                                                                                                                                                                                                                  gallons of biofuel annually and redevelop two brown fields in Braddock.                     built in the region? Tell us more about that.
                                                                                                                                                                                                                                                        “It will be terrific if we pull this project off because it will be the first thing   CH: We currently design and manufacture these products at our Braddock
                                                                                                                                                                                                                                                  you see as you enter Braddock,” Watten said. “The only thing slowing us down                facility. We’ve been at our current location since 2007 but we’ve run out of
                                                                                                                                                                                                                                                  is the necessary capital to move forward with development.” I                               space. At the moment, we’re in the planning phases of expansion; we’re
                                                                                                                                                                                                                                                                                                                                              looking t0 redevelop a site that’s just a few blocks away from our current

                                                                                                                                                                                                                                                  8 PITTSBURGH TECHNOLOGY COUNCIL
facility. That would give us space to   part in. Our primary focus is on


                                                                                                        p
scale our production and build a        growing our business and ulti-
much larger, much needed,               mately that’s a driver for so many




                                                                                                                                                                                  FEATURE
research lab.                           other things, but we’re active in the
      Although our sales are            community as well.
primarily regional, we have a                As we scale, we’ll be looking to   [BELOW] OPTIMUS COO, DAVE ROSENSTRAUS, WELDING A
deployment strategy to distribute       employ people from the region and
                                                                                COMPONENT OF THE COMPANY’S VECTOR TECHNOLOGY FUEL SYSTEM.
our products nationally; however,       we’ll have a variety of positions all
we are committed to the region and      requiring different skill sets. This    ROSENSTRAUS CO-FOUNDED FOSSIL FREE WITH HUWYLER IN 2005.
intend to keep all of our production    region has a legacy of industrial
right here is southwestern Pa.          knowledge that has been lost in




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                                        most other parts of the country but
TEQ: You’re a pioneer in this           we also have an expansive and
industry and leading the                ever-emerging tech industry. It’s
charge to rejuvenate Brad-              really the best of both worlds; for
dock. Tell us what’s happen-            our scale-up we will be hiring ma-
ing in Braddock and how                 chinists, welders and engineers,
Optimus and Fossil Free are             but we’ll also need a sales force and
playing a role.                         management team that under-
CH: When we moved to the area,          stands emerging industry and new
we had a new company and two            technologies. I think that business
employees; we’ve now expanded           development and job creation is the
into two companies, more than           key to revitalizing economically
doubled our staff and Optimus           depressed areas.
alone is targeted to be at 12 em-
ployees by the end of next year.        TEQ: What’s been the coolest
Braddock is a place with a rich his-    thing about building Optimus?
tory and a promising future and         CH: That’s tough. Building a com-
there are a lot of great things going   pany is such a challenging process,
on here that we’re excited to take      but seeing your ideas transform

                                                          CONTINUED >>




                                                                                                                         eteq.pghtech.org 9
                                                                                                                                                                                                                                                  into a commercialized product is really awesome. We have a partnership with Giant           biodiesel. The feedstock of these is typically waste vegetable oil from
        FEATURE


                                                                                                                                                                                                                                                  Eagle that we’re expanding upon right now. They’ve been piloting an early version           the food service industry, but we anticipate a commercial scale algae
                                                                                                                                                                                                                                                  of the Vector system for about two years now and with the next phase of the part-           oil solution to emerge in the next few years. The main constraint on
                                                                                                                                                                                                                                                  nership we’re going to be retrofitting 10 of their distribution trucks. I’d say most        algae oil production currently is the cost; most manufacturers are try-
                                                                                                                                                                                                                                                  people don’t put too much thought into how groceries actually get onto the shelves          ing to combine the oil growth, extraction and biodiesel processing in
                                                                                                                                                                                                                                                  at Giant Eagle. It’s been amazing working with them and seeing the logistics and            one operation. The Vector system would enable the algae oil to be used
                                                                                                                                                                                                                                                  operational infrastructures that go into actually getting a loaf of bread onto the          without post-processing it into biodiesel, which brings the cost down
                                                                                                                                                                                                                                                  shelves. It’s really cool to shop there knowing that we had something to do with            significantly. Algae oil is the most promising next-generation fuel and
                                                                                                                                                                                                                                                  that process.                                                                               we’re here to help ensure that you’ll be able to utilize it within the next
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                                                                                                                                                                                                                                                       We get to work with people from all different backgrounds and who have had a           five years! I
                                                                                                                                                                                                                                                  variety of different experiences. I’d have to say that the relationships we’ve built have

                                                                                                                                                                                                                                                                                                                                              As a young entrepreneur,
                                                                                                                                                                                                                                                  been the most rewarding aspect of building the company. As a young entrepreneur, the
                                                                                                                                                                                                                                                  thing I appreciate the most is the willingness of people to help. It’s incredible to have
                                                                                                                                                                                                                                                  so many people that are willing to lend a hand or give a perspective on something that
                                                                                                                                                                                                                                                  may be similar to a situation that they’ve experienced in the past.
                                                                                                                                                                                                                                                                                                                                              the thing I appreciate the most is
                                                                                                                                                                                                                                                  TEQ: Where do you see the company in five years?
                                                                                                                                                                                                                                                  CH: Growing. We’re taking things a step at a time but our goal is to see the Vector         the willingness of people to help.
                                                                                                                                                                                                                                                  system integrated at an OEM level. Ideally, Giant Eagle will be able to go to Volvo
                                                                                                                                                                                                                                                  and place an order for their new trucks and our technology would be integrated as           It’s incredible to have so many peo-
                                                                                                                                                                                                                                                  a standard feature. There are a significant number of improvements we can bring
                                                                                                                                                                                                                                                  into the picture if we’re integrated at a factory level rather than as a retrofit. Most     ple that are willing to lend a hand or
                                                                                                                                                                                                                                                  of the major manufacturers are struggling with biofuel integration strategies and
                                                                                                                                                                                                                                                  the Vector technology has a number of proprietary solutions that would simplify             give a perspective on something that
                                                                                                                                                                                                                                                  their lives.
                                                                                                                                                                                                                                                       The technology is designed in such a way that it is fuel neutral. There are a
                                                                                                                                                                                                                                                  variety of fuels that can be utilized and our system optimizes the combustion re-
                                                                                                                                                                                                                                                                                                                                              may be similar to a situation that
                                                                                                                                                                                                                                                  gardless of the base fuel. The primary fuels utilized today are pure plant oil and          they’ve experienced in the past.




                                                                                                                                                                                                                                                  10 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
Industry Stats




                                                                                                                                                                                                              FEATURE
SOUTHWESTERN PENNSYLVANIA’S ENERGY
TECHNOLOGY CLUSTER IS GROWING QUICKLY
AND GAINING MOMENTUM AS A REGIONAL EM-
PLOYMENT ENGINE THANKS TO INNOVATIVE
COMPANIES LIKE FOSSIL FREE FUEL AND
OPTIMUS TECHNOLOGIES. HERE IS A BRIEF




                                                                                                                                        ...............................................................................................................................................................................................................................................
                                                                                                                                        ...............................................................................................................................................................................................................................................
                                                                                                                                        ...............................................................................................................................................................................................................................................
                                                                                                                                        ...............................................................................................................................................................................................................................................
LOOK AT SOME KEY INDUSTRY DATA BETWEEN
THE YEARS 2005-2009 FROM THE PITTSBURGH
TECHNOLOGY COUNCIL’S STATE OF THE
INDUSTRY REPORT:


p      THE TOTAL ENERGY TECHNOLOGY
       CLUSTER GREW FROM 832
       COMPANIES IN 2005 TO 902
       COMPANIES IN 2009.

       EMPLOYMENT IN THE INDUSTRY
p      ROSE MARKEDLY AS WELL, GROW-
       ING 12.9 PERCENT FROM 26,744
       JOBS IN 2005 TO 29,940 JOBS IN
       2009.

       IN TERMS OF TOTAL ANNUAL PAY-
p      ROLL, THE REGION’S ENERGY
       TECHNOLOGY INDUSTRY GREW
       NEARLY 20 PERCENT BETWEEN
       2005-2009.

       THE AVERAGE WAGE OF A JOB IN
p      THE INDUSTRY IS IMPRESSIVE AS
       WELL, COMING IN AT $71,645 IN
                                          [TOP] COLIN HUWYLER (LEFT) AND ASA WATTEN STANDING NEXT TO FOSSIL FREE’S
       2009, A 7.1 PERCENT INCREASE
                                          450-GALLON FUEL COLLECTION VEHICLE, BIG RED. [BOTTOM] AS PART OF THE
       FROM 2005.
                                          BRADDOCK BIOFUELS BLOCK REDEVELOPMENT, THIS VACANT GAS STATION WOULD BE
                                          TRANSFORMED INTO AN ALTERNATIVE FUELS FILLING STATION.



   CLICK HERE TO WATCH A VIDEO OF
   COLIN AND ASA DETAIL THEIR COMPANIES.




                                                                                                   e t e q . p g h t e c h . o r g 11
                                                                                                                                                                                                                                                BEST                                      inShow
                                                  ON THE Cover




                                                                                                                                                                                                                                                                                          2010 DATA 15 MINUTES AWARD
                                                                                                                                                                                                                                                                                          WINNER LIVES UP TO HIS NAME
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                                                                                                                                                                                                                                                                                          By Jonathan Kersting, Associate Publisher [jkersting@pghtech.org]




                                                                                                                                                                                                                                                                                          P
                                                                                                                                                                                                                                                                                                           arallel universes, Pittsburgh, deep space, and blue
                                                                                                                                                                                                                                                                                                           collar alcoholism are just a small sample of mixed
                                                                                                                                                                                                                                                                                                           media artist Jesse Best’s subject matter.
                                                                                                                                                                                                                                                                                                                 Sick of the hyper-intellectual art world that alienates
                                                                                                                                                                                                                                                                                                           viewers, Jesse tries to make his work accessible and
                                                                                                                                                                                                                                                                                             grounded with his self-professed style of industrial expressionism. His
                                                                                                                                                                                                                                                                                             no-nonsense approach of incorporating haunting imagery with wood
                                                                                                                                                                                                                                                                                             and ankle-deep resin made him the logical pick for this year’s 15
                                                                                                                                                                                                                                                                                             Minutes Award at the Pittsburgh Technology Council’s Design, Art &
                                                                                                                                                                                                                                                                                             Technology (DATA) Awards and Regional Art Exhibition.
                                                                                                                                                                                                                                                                                                   Part of the Council’s Art and Tech Initiative, the awards recognize
                                                                                                                                                                                                                                                                                             excellence in several categories from video to music to innovation, with
                                                                                                                                                                                                                                                                                             the 15 Minutes Award honoring the highest excellence in 2-D visual
                                                                                                                                                                                                                                                                                             arts.
                                                                                                                                                                                                                                                                                                   This year, Jesse’s “Thin Villains” really caught our attention and
                                                                                                                                                                                                                                                                                             gets the nod. He’s truly living up to his name ;-)
                                                                                                                                                                                                                                                                                                   “Thin Villains” is representative of Jesse’s industrial
                                                                                                                                                                                                                                                                                             expressionism style. His work incorporates tight graphic imagery tied
                                                                                                                                                                                                                                                                                             with loose organic brush strokes. Jesse’s wooden textures create a near
                                                                                                                                                                                                                                                                                             three-dimensional quality with the addition of a few deep layers of his
                                                                                                                                                                                                                                                                                             signature high-gloss resin.

                                                                                                                                                                                                                                                                                             We asked Jesse a few questions about his art and inspira-
                                                                                                                                                                                                                                                                                             tion. Here’s what he had to say:

                                                                                                                                                                                                                                                                                             TEQ: Tell our readers a little about your background and
                                                                                                                                                                                                                                                                                             your art.
                                                                                                                                                                                                                                                                                             JESSE BEST: Initially I wanted to be a director, but after working on
                                                                                                                                                                                                                                                                                             a few films I quickly realized what a daunting task that actually is and
                                                                                                                                                                                                                                                                                             how difficult it can be to have your creative vision carried out by a team
                                                                                                                                                                                                                                                                                             of strangers. Painting allowed me to create whatever I imagined and




                                                                                                                                                                                                                                         “TECHNOLOGY DEFINITELY INFLUENCES MY WORK. WHETHER IT’S THE                               DON’T MISS JESSE’S
                                                                                                                                                                                                                                       MATERIALS I USE, SUCH AS THE EPOXY RESIN OR THE SCIENCE SPECIAL I                           UPCOMING SHOW AT

                                                                                                                                                                                                                                       WATCH ON DEEP SPACE, TECHNOLOGY IS AFFECTING WHAT I CREATE AND                                THE GALLERY 4
                                                                                                                                                                                                                                                                                                                                      IN SHADYSIDE
                                                                                                                                                                                                                                      HOW I CREATE IT. AT THIS POINT IN HISTORY, I THINK IT’S UNAVOIDABLE.”                            SPRING 2011

                                                                                                                                                                                                                               12 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
                                                                                                                                                                                   ON THE Cover
                                                       [BOTTOM       RIGHT]
 CLICK HERE TO WATCH                                   JESSE HARD AT WORK
       A VIDEO OF JESSE BEST.                          AT HIS HOUSE IN SOUTH
                                                       OAKLAND, WHICH CO-
wasn’t limited by budget or politics. I’m              INCIDENTALLY IS THE
addicted to the freedom and control I have as a
                                                       VERY SAME HOUSE THE
fine artist.
                                                       WORLD-FAMOUS PITTS-




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TEQ: What inspires you to do what you
do?                                                    BURGH ARTIST, ANDY
JB: As for the work, I am a mixed media painter        WARHOL, GREW UP IN.
working with wood, stains, acrylic, spray-paint,
and resin. My subject matter swings from blue-         [TOP RIGHT]“TOOTS”
collar alcoholism to parallel universes and            [BELOW]     EXCERPT
whatever else falls in between. I’m attracted to
not only the conceptual message of the work,           FROM “KARL”
but also the physical presence of each painting.
A photograph can only tell you so much, it’s
important to experience the work in person.

TEQ: Does technology ever inspire or
impact your art?
JB: Technology definitely influences my work.
Whether it’s the materials I use, such as the
epoxy resin or the science special I watch on
deep space, technology is affecting what I
create and how I create it. At this point in
history, I think it’s unavoidable. It still trips me
out that my daughter was playing her Nintendo
DS at the age of 2. She went from saying her first
couple words to playing video games? It seems
to be inherently woven into our DNA.


TEQ: What have been some of your
biggest influences?
JB: Pretty standard: TV, movies, Internet,
family, friends, good art, beer and whiskey.

TEQ: How can Pittsburgh grow a tighter
art scene and support up-and-coming
artists?
JB: People just need to buy more art and less
flat screens. Applied correctly, this formula
should work in any city.

TEQ: Duchamp or Warhol?
JB: Warhol without question, although I pretty
much have to say that since my fiancé is from
the Warhola family. But in all fairness, Duchamp
was no slouch. I

CHECK OUT HIS WORK AT
WWW.JESSEBEST.COM.                                                             PHOTOGRAPHY BY JONATHAN KERSTING

                                                                                               e t e q . p g h t e c h . o r g 13
                                          FLASH Forward
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                                                                                                                                                                                                                                                                                                                     CHORUS CALL’S AIMEE MILLER, JOE HEULER AND BEN SCHMITT ARE
                                                                                                                                                                                                                                                                                                                     READY FOR CONCERT-OH TO TAKE SOCIAL MEDIA TO A NEW LEVEL.




                                                                                                                                                                                                                             CONCERT-OH
                                                                                                                                                                                                                             By Tim Hayes, Contributing Writer
                                                                                                                                                                                                                                                                                             NEW CHORUS CALL TECHNOLOGY HAS POTENTIAL TO REVOLUTIONIZE
                                                                                                                                                                                                                                                                                             SOCIAL NETWORKING…MORE TALKING, LESS TYPING
                                                                                                                                                                                                                                                                                                                        Dubbed “Concert-oh,” its aim is nothing less than to

                                                                                                                                                                                                                             W
                                                                                                                                                                                                                                              ouldn’t it be great to take the “work” out of social network-
                                                                                                                                                                                                                                              ing? To type less and talk more, in other words? The innova-
                                                                                                                                                                                                                                              tors at longtime Monroeville-based tech pioneer Chorus Call                  revolutionize the social networking world
                                                                                                                                                                                                                                              thought so, and have introduced a new application that takes
                                                                                                                                                                                                                                              social networking to the next level.                                directly with groups of people they represent, and then can use a special
                                                                                                                                                                                                                                    Dubbed “Concert-oh,” its aim is nothing less than to revolutionize the        Q&A feature. This permits the host to speak directly to individuals one at a
                                                                                                                                                                                                                             social networking world through multi-user, live, interactive audio and video.       time while the rest of the participants can hear without distractions or back-
                                                                                                                                                                                                                             It’s like Skype on steroids, and it’s absolutely free. The product will be sup-      ground noise. It’s a way to interact directly while keeping the event organized
                                                                                                                                                                                                                             ported by advertising once user rates have reached a critical mass.                  and respectful.”
                                                                                                                                                                                                                                    “We’re using the world-class teleconferencing and videoconferencing                Introduced in early September, the company has incorporated im-
                                                                                                                                                                                                                             capabilities of Chorus Call to elevate social networking,” explained Ben             provements suggested by early users to make Concert-oh’s registration and
                                                                                                                                                                                                                             Schmitt, Marketing Specialist for Concert-oh. “This product allows you to            navigation easier, and those efforts will continue, he said.
                                                                                                                                                                                                                             sign up, make friends, and set up live video chats with up to 10 friends at a             Schmitt acknowledged that the idea behind Concert-oh, as manifested
                                                                                                                                                                                                                             time, using your webcams. Concert-oh audio conferencing can include an               in the clear technological advancement beyond the familiar and comfortable
                                                                                                                                                                                                                             unlimited number of participants.”                                                   world of social networking today, may hold some potential users back. But
                                                                                                                                                                                                                                    Add in document sharing functions, the choice to make chats public or         he offered these thoughts on that subject.
                                                                                                                                                                                                                             private, use of simultaneous PowerPoint presentations, and other features,                “Once you get over the intimidation factor of using this new offering,
                                                                                                                                                                                                                             and you can tell Go to Meeting to go someplace else.                                 people have found that it’s really easy and they stick with it.”
                                                                                                                                                                                                                                    And, in what may be the most inspired or diabolical application of all, de-        “Our goal is to make Concert-oh as user-friendly and welcoming as pos-
                                                                                                                                                                                                                             pending on your point of view about such things – Concert-oh is also being           sible,” he added. “The opportunities for users in accessing this product are
                                                                                                                                                                                                                             marketed to politicians as the perfect way to conduct Town Hall meetings             endless. Catching up with old friends, conducting business meetings, hold-
                                                                                                                                                                                                                             with large groups of voters and constituents, as Schmitt explained.                  ing fantasy football drafts, coordinating study groups, hosting virtual uni-
                                                                                                                                                                                                                                    “Concert-oh is Web-based and simple to use, it’s available free of charge,    versity lectures, or just getting together to hold discussions on any topic you
                                                                                                                                                                                                                             and it has superb video and audio quality,” he said. “During the campaign            and your friends like – it’s the new way to meet and socialize with less typ-
                                                                                                                                                                                                                             season and afterward, elected officials can use Concert-oh to communicate            ing and more talking.” I
                                                                                                                                                                                                                             14 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
PLUG ‘N PLAY                                                          CLEAR 4G SERVICE MAKES




                                                                                                                                                                                                                        BUY This
                                                                      INTERNET ACCESS EASY
By Jonathan Kersting, Associate Publisher [jkersting@pghtech.org]
CLEARWIRE CORPORATION, ONE OF THE TOP                       The CLEAR experience is similar to wi-fi but       speeds and limitations of 3G modem cards;
PROVIDERS OF WIRELESS BROADBAND SERV-                  without the short-range limitations. CLEAR uses        • A college student can now have affordable
ICES AND OPERATOR OF THE LARGEST 4G                    wireless 4G technology that differs from wi-fi           Internet service whether at home, on campus or
NETWORK IN THE COUNTRY, LAUNCHED ITS                   because it provides service areas measured in miles,   on-the-go;




                                                                                                                                                                               ...................................................................................................................................................................................................................................................
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                                                                                                                                                                               ...................................................................................................................................................................................................................................................
                                                                                                                                                                               ...................................................................................................................................................................................................................................................
CLEAR® 4G, A TAKE-IT-WITH-YOU INTERNET                 not feet. CLEAR also offers average mobile download     • A commuter can now work on large files or
SERVICE FOR BUSINESSES AND CONSUMERS                   speeds of 3 to 6 mbps with bursts over 10 mbps.        stream their favorite shows while riding the bus or
IN PITTSBURGH EARLIER THIS FALL. With                  Outside the CLEAR 4G service area, dual-mode           train;
CLEAR, anyone can now use the Internet at              4G/3G modems keep users continually connected by       • A busy parent can now keep kids occupied
speeds four times faster than 3G – whether at          leveraging Sprint’s 3G data network.                   studying or playing games in the back of the family
home, in the office, or on-the-go within CLEAR                With CLEAR, people can stay better con-           minivan.
coverage.                                              nected and more productive. For example:                    Clearwire offers several ways to connect to
     In Pittsburgh, CLEAR covers more than              • A travelling business executive no longer needs     CLEAR 4G service – via a modem, mobile device, or
820,000 people. Regionally, service extends from       to seek out wi-fi hotspots or be constrained by the     a 4G-embedded laptop or netbook.
North Hills to South Park and from Monroeville to                                                                  I tested out the CLEAR 4G+ Mobile USB on my
Carnegie. A detailed coverage map of CLEAR 4G                                                                 MacBook Pro. I simply plugged-in the compact Clear
service is available at www.clear.com/coverage.                                                               4G+ Mobile USB into my laptop to get online. This
     “With CLEAR, residents now have a fast, mobile                                                           dual-mode 4G/3G modem gives users access to the
Internet connection that goes with them over the                                                              4G network in the CLEAR coverage area and to 3G
rivers and throughout the Pittsburgh area,” said                                                              coverage nationwide.
Jeannie Weaver, Regional General Manager for                                                                       The device worked seamlessly after a quick soft-
CLEAR. “We’re offering game-changing access to the                                                             ware download. I never tapped into the 4G network
Internet. For the first time, consumers are able to                                                            and all of its goodness. The 3G was working just fine.
wirelessly access the Internet at super-fast speeds,                                                          This is a pretty simple solution to ensure Internet
at affordable prices, and without limits on how much                                                           access.
data they use.”                                                                                               For more information, hit www.clear.com. I




                                                                                                                                          e t e q . p g h t e c h . o r g 15
                                            FIRST Looks




                                                                                                                                                                                                                                             KW INTERNATIONAL                                                                                                                                                                                                                                                                                 BREAKING NEWS FROM P
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Get your tech news fresh off the grill

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                PA NANO CENTER ANNOUNCES $980,000
                                                                                                                                                                                                                                             ESTABLISHES                                                                                                                                                                                                                                                           IN AVAILABLE RESEARCH GRANTS
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                The Pennsylvania NanoMaterials Commercialization
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Center (the Center) is issuing its largest request for

                                                                                                                                                                                                                                             PITTSBURGH PRESENCE                                                                                                                                                                                                                                                proposals to accelerate the commercialization of
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                nano-materials research.
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     On November 1, 2010 the Center made

                                                                                                                                                                                                                                             TO SERVICE                                                                                                                                                                                                                                                         available $980,000 in grant funds to Pennsylvania-
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                based university researchers and small and large
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                companies to support the development of innovative

                                                                                                                                                                                                                                             MARCELLUS SHALE DRILLERS
                                                                                                                                                                                                                                             By Tim Hayes, Contributing Writer
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                product ideas using advanced materials and
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                nanotechnology.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     There are two categories of funding: $30,000
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                grants for fast-track pre-commercialization projects
                                                                                                                                                                                                                                             Decades of Texas-based natural gas drilling                                                                                   West Mifflin last February, in the middle of that                                                                                    and $200,000 for full commercialization projects.
                                                                                                                                                                                                                                             expertise is being brought to Pennsylvania                                                                                    incredible snowstorm. We chose that particular                                                                                            The Center is a not-for-profit organization that
                                                                                                                                                                                                                                             and the subterranean bonanza of the                                                                                           location because it is geographically in the center of                                                                               has proven results in accelerating and supporting
                                                                                                                                                                                                                                             Marcellus Shale natural gas deposit. Lone                                                                                     the Marcellus Shale territory, giving us the most                                                                                    nanotechnology commercialization for new and
                                                                                                                                                                                                                                             Star to lodestar, one might say.                                                                                              efficient client accessibility."                                                                                                     enhanced products/processes critical to the U.S.
                                                                                                                                                                                                                                                   At the forefront of this Texas tidal wave stands                                                                              The most striking value proposition represented                                                                                economy and manufacturing base. To date, the
                                                                                                                                                                                                                                             KW International, headquartered in Houston. Ken                                                                               by KW International to its Marcellus-based clients is                                                                                Center has awarded more than $4 million to support
                                                                                                                                                                                                                                             Wind, Founder and namesake of this 50-year-old                                                                                the ability of its onsite staff to help their clients sort                                                                           the development of nanotechnology.
                                                                                                                                                                                                                                             family run firm brings third-generation expertise to                                                                          through equipment rental and purchase options, then                                                                                       The Center has developed a unique partnership
                                                                                                                                                                                                                                             his company. Son Kurt Wind, President and CEO,                                                                                customize the equipment to the client's specific needs                                                                               model which encourages the proposing teams
                                                                                                                                                                                                                                             said the Marcellus Shale offers enormous potential                                                                            and budget. This is supported from the bidding stage                                                                                 consisting of a combination of universities, small
                                                                                                                                                                                                                                             for economic development and greater energy                                                                                   through startup by a seasoned team of engineers,                                                                                     and/or large companies. This collaborative approach
                                                                                                                                                                                                                                             independence, and that's why their company has                                                                                sales, service and project managers.                                                                                                 produces an innovative technology supported by a
                                                                                                                                                                                                                                             established a post here.                                                                                                            "Our company is known for its field-friendly                                                                                   business development team with experience in the
                                                                                                                                                                                                                                                   "You're sitting on top of one of the hottest en-                                                                        designed equipment that is easy to operate and                                                                                       market, customer base and manufacturing;
                                                                                                                                                                                                                                             ergy plays in the country in Pennsylvania," Wind said.                                                                        maintain," he noted. "One example that we will be                                                                                    components necessary for commercial success.
                                                                                                                                                                                                                                             "Support services have been weak to this point, we                                                                            introducing in the fourth quarter of 2010 is a                                                                                            The Center will be hosting informational
                                                                                                                                                                                                                                             saw an opportunity there, and there is a vast talent                                                                          modified version of the sand trap that's better                                                                                      Webinars for the RFP. Visit the Web site,
                                                                                                                                                                                                                                             pool available in the region to draw from.”                                                                                   equipped to filter out sand from the fracing process.                                                                                www.pananocenter.org, for more details.
                                                                                                                                                                                                                                                   KW International sells, services, and manufac-                                                                          It will be a lower profile, higher capacity, and more                                                                                Submissions are due no later than January 28, 2011.
                                                                                                                                                                                                                                             tures surface-level production/processing equipment                                                                           economic option to the current equipment offered to
                                                                                                                                                                                                                                             for the part of the industry that operates above the                                                                          the industry."
                                                                                                                                                                                                                                             surface once oil and gas have been extracted through                                                                                Wind said his team in West Mifflin is eager to
                                                                                                                                                                                                                                             the well head. Examples of their products and serv-                                                                           play a larger role in development of the Marcellus                                                                                              CHEMIMAGE LAUNCHES
                                                                                                                                                                                                                                             ices include: "sand traps" that filter out frac and for-                                                                      region – for economic reasons, naturally, but for a                                                                                              GATEWAY ANALYTICAL
                                                                                                                                                                                                                                             mation sand extracted from natural gas; "slug                                                                                 larger purpose at the same time.                                                                                                     Gateway Analytical, a new quality-focused
                                                                                                                                                                                                                                             catchers" that process liquid collecting in the pipeline;                                                                           "There's enough natural gas in the region to                                                                                   analytical testing and consulting services
                                                                                                                                                                                                                                             "separators and scrubbers” for entrained liquid sep-                                                                          provide energy for the country for more than 100                                                                                     company, opened its doors for business recently.
                                                                                                                                                                                                                                             aration; “glycol dehydrators” to remove moisture in                                                                           years. If we could get everyone on board and behind                                                                                  Despite a weak economy, testing companies like
                                                                                                                                                                                                                                             the gas stream; and a patented process to reduce or                                                                           natural gas, it's real impact for the U.S. could be                                                                                  Gateway Analytical are thriving, with an expected
                                                                                                                                                                                                                                             eliminate BTEX emissions to name a few.                                                                                       meaningful employment for thousands of the                                                                                           annual growth rate of 5.7 percent in the next five
                                                                                                                                                                                                                                                   "Our goal is to bring the same high-caliber serv-                                                                       currently under- and unemployed – not just in the                                                                                    years according to a March 2010 IBISWorld report
                                                                                                                                                                                                                                             ice to the Marcellus region as we have done in Texas                                                                          industry itself, but for the effect it would have on all                                                                             on U.S. laboratory testing services. ChemImage
                                                                                                                                                                                                                                             for many years," Wind said. "We opened an office in                                                                           facets of the economy." I                                                                                                            launched the company as a subsidiary.
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     “Gateway Analytical fills a necessary niche
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                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................   out there—providing regulatory expertise in the
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................   face of increased government regulations on
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................   consumer, pharmaceutical and food products,”
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................   said David Exline, Senior Vice President of
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                         ....................................................................................................................................................................................................................................................................
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                Gateway Analytical.
                                                                                                                                                                                                                                             16 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
    burger




                                                                                                                                                                                                                                                        P U LSE
ITTSBURGH’S TECH SCENE
every day at www.techburgher.com.                              DRIVEN TO SUCCEED                        ..................................................

             BNY MELLON RECEIVES
                                                                                                        ..................................................
                                                                                                        ..................................................
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                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             LOCAL TECH
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                                                                                                                                                                                                                     ...........................................................................................................................................................................................................................................................
                                                                                                                                                                                                                     ...........................................................................................................................................................................................................................................................
      EPA GREEN POWER LEADERSHIP AWARD
      BNY Mellon recently announced that it has received
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             ENTREPRENEUR
                                                                                                        ..................................................
      a 2010 Green Power Leadership Award from the U.S.
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             RAZI IMAM’S
      Environmental Protection Agency (EPA). The annual                                                 ..................................................
      awards recognize the country’s leading green power
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             NEW BOOK
                                                                                                        ..................................................
      purchasers for their commitment and contribution                                                  ..................................................
      to helping advance the development of the nation’s
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             DETAILS THE
                                                                                                        ..................................................
                                                                                                        ..................................................
      voluntary green power market.
            BNY Mellon was one of only 10 organizations
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             CONCEPT OF
                                                                                                        ..................................................
      nationwide to receive a Leadership Award in the                                                   ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                        ..................................................
                                                                                                                                                             “JUNOON”
      Green Power Purchase category. The award                                                          ..................................................
                                                                                                        ..................................................
      recognizes EPA Green Power Partners who
                                                                                                        ..................................................
                                                                                                        ..................................................   By Tim Hayes, Contributing Writer
      distinguish themselves through purchases of green        GET IN THE ZONE. HIT THE WALL. FIND                                       Nelson Mandela, and Madam Curie as examples of
      power from a utility green-pricing program, a            YOUR FLOW.               ALL ADMIRABLE AND                                those who have experienced Junoon, but stresses
      competitive green marketer or a renewable energy         PERSONALLY REWARDING STATES OF                                            that anyone can tap into this font of intellectual,
      certificate (REC) supplier.                               MIND. BUT EACH PALES WHEN COMPARED                                        emotional and moral clarity with the proper direc-
            BNY Mellon purchases nearly 230 million            WITH JUNOON.                                                              tion and encouragement. For that reason, he offers a
      kilowatt-hours (kWh) of green power annually, which            “Junoon,” a Persian word with no English                            workshop to help people get into a state of Junoon.
      is enough green power to meet more than 75 percent       equivalent, describes a hypnotic zeal that drives
      of the organization’s purchased electricity use in the   ordinary people to achieve extraordinary things. It’s
      United States. BNY Mellon is buying a utility green
      power product and RECs from NextEra Energy
                                                               a state of healthy obsession toward achieving a                           WHAT GIVES PEOPLE THIS
                                                               high-impact goal that changes not only the life of the
      Resources and Pepco Energy Services for renewable        person at its center, but the lives of many others –
                                                                                                                                         ABILITY TO ACHIEVE
      energy projects in the United States that use wind       and all for the better.                                                   AS THEY EXPERIENCE
      and solar power to generate electricity without
      producing carbon dioxide or other harmful
                                                                     Razi Imam, a highly successful entrepreneur,                        JUNOON? THEY ENTER A
                                                               has devoted 12 years of research into the concept of
      pollutants. Through the NextEra partnership, which       Junoon and has published a new book titled                                STATE OF PURE INSPIRA-
      represents a majority of BNY Mellon’s green
      investment to date, 100 percent of the revenue is
                                                               “Driven” (Amazon) to explain it and offer ideas on                         TION WHERE ONE CAN
                                                               how anyone can achieve this ideal state of thought,
      directed to The EarthEra Renewable Energy Trust to       focus, purpose, achievement and impact.
                                                                                                                                         LOOK AT ALL ASPECTS OF
      build new facilities, accelerating the construction of
      renewable energy projects.
                                                                     “I have been intrigued and puzzled as to why                        A GOAL AND SEE THE
            BNY Mellon currently ranks #17 on EPA’s
                                                               some people become so successful and others
                                                               struggle so hard,” said Imam. “Education is a big
                                                                                                                                         PLAN THAT MUST BE
      National Top 50 list. EPA updates its Top Partner        piece of it, but it’s not all. What gives people this                     FOLLOWED TO REACH IT.
      Lists quarterly at www.epa.gov/greenpower/toplists.      ability to achieve as they experience Junoon? They
                                                               enter a state of pure inspiration where one can look                            His latest practical demonstration of Junoon in
                                                               at all aspects of a goal and see the plan that must be                    action comes through his firm 113 Industries, whose
           NEWTON CONSULTING NAMED TO                          followed to reach it.                                                     purpose is to build and sustain an “advanced
            PRESTIGIOUS INC. 5000 LIST                               “There is nothing unhealthy about this obses-                       materials cluster” for Pittsburgh, centered at the for-
      Newton Consulting, LLC, an information technology        sive focus,” he continued. “You are able to attract                       mer Seagate facility in the Strip District.
      and human resource management consulting                 opportunities that move you closer to your extra-                               “We have a building right here, ready for im-
      services outfit, has been named to the prestigious        ordinary goal. You reach a metaphysical phase that                        mediate use, that is the best advanced materials re-
      Inc. 5000 list, a compendium of the most entrepre-       protects you from fatigue and illness, and that keeps                     search facility in North America – and it’s standing
      neurial and fastest growing companies in America.        your mental energy high.                                                  there empty,” he said. “At 113 Industries, we are
            “We are thrilled to have been named by Inc.              “Finally, Junoon brings you to a level of moral                     working to attract advanced materials companies
      magazine as one of the nation’s top entrepreneurial      energy, where you have the ability to do the right                        and support funding here to transform the region
      companies,” said Rick Newton, the company’s              thing in every instance, regardless of criticism or                       into a center of research and innovation. As this hap-
      President and Founder. “Our company differentiates       obstacles,” Imam said. “You stick to your moral                           pens, the economic benefits can be very powerful as
      itself in the marketplace by our customer-focused,       principles and your commitment to achieve this                            support and service providers come in, high-level
      values-driven services and our unique shared             goal. It is an extraordinary process, and one that I                      talent locates here because they know there are mul-
      ownership operating model that attracts and retains      have experienced several times in my life.”                               tiple employers, and Pittsburgh can become a brand
      the top talent in the consulting industry,” he said.           Imam points to global icons such as Gandhi,                         location for advanced materials.” I

                                                                                                                                                                                e t e q . p g h t e c h . o r g 17
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BUSINESS Advisor                         ....................................................................................................................................................................................
                                         ....................................................................................................................................................................................




  VC INVESTMENT IN CLEANTECH WILL
  CONTINUE TO INCREASE
  B Y T O M M O O N E Y, K P M G                       TMOONEY@KPMG.COM
                          IN ADVANCE OF THIS YEAR’S ALWAYSON GOING GREEN
                          SILICON VALLEY CONFERENCE, KPMG AND ALWAYSON                                                          CLEANTECH CONTINUES
                          SURVEYED LEADERS IN THE VENTURE CAPITAL COM-
                          MUNITY ON SOME OF THE CRITICAL ISSUES FACING                                                          TO BE A KEY INVESTMENT
                          THE CLEANTECH SECTOR. BETWEEN THE ECONOMY,
                          THE RECOVERY IN THE IPO MARKET, AND LOOMING                                                           SECTOR FOR VENTURE
                          TAX AND REGULATORY CHANGES, 2010 IS TURNING OUT
                          TO BE AN INTERESTING YEAR FOR THE VENTURE                                                             CAPITAL, AND OUR
                          CAPITAL COMMUNITY.
        Cleantech continues to be a key investment sector for venture capital, and our                                          RESPONDENTS SEE THAT
   respondents see that trend continuing in the coming year. Similar to last year, 75
   percent see a continued increase in cleantech investment next year compared to                                               TREND CONTINUING IN
   this year. When asked where that investment will focus, energy storage and effi-
   ciency led the list, just as in 2009. In terms of which U.S. geographies are going to                                        THE COMING YEAR.
   see more investment, the West leads by a healthy margin with 64 percent followed
   by the Southwest (15 percent), the Northeast (12 percent) and the Midwest (9 per-                                            SIMILAR TO LAST YEAR,
   cent). Outside of the U.S., Asia leads the pack with 57 percent of respondents list-
   ing it as the non-U.S. geography that will see more investment, followed by Europe                                           75 PERCENT SEE A
   at 24 percent.
        Transaction activity is starting to rebound, and VCs are bullish on prospects                                           CONTINUED INCREASE IN
   for that trend to continue. Sixty-eight percent expect an increase in M&A activity
   compared to more than 70 percent last year. Seventy-one percent of respondents                                               CLEANTECH INVESTMENT
   predict an increase in IPOs in the next year; down a bit from last year’s 75 percent.
   When asked if this is going to be another investment bubble, 75 percent opti-                                                NEXT YEAR COMPARED
   mistically say no. In terms of the IPO market, 52 percent expect valuations to be
   about the same compared to the last two years and 29 percent expect higher val-                                              TO THIS YEAR. WHEN
   uations.
        Government and public sector involvement last year was a key driver of clean-                                           ASKED WHERE THAT IN-
   tech activity. Respondents are unsure how that will continue. Fifty-one percent
   expect further increases in cleantech funding from the federal government, re-                                               VESTMENT WILL FOCUS,
   gardless of the economy, and an additional 25 percent foresee an increase only if
   the economy improves. Public-private partnerships fill part of the gap in govern-                                            ENERGY STORAGE AND EF-
   ment backing, and our leaders see that growing. Eighty-eight percent of those sur-
   veyed envision a continued increase in public-private partnerships compared to 83                                            FICIENCY LED THE LIST,
   percent in 2009.
        In terms of other industry trends, 64 percent do not believe that cellulosic ex-                                        JUST AS IN 2009.
   traction for ethanol will be a success. Conversely, 59 percent expect algae-based
   fuels to be a commercial success. A majority of respondents (57 percent) believe
   that regulating C02 emissions will effectively mitigate global warming and 47 per-
   cent expect increased carbon-trading activity. Looking into their crystal ball re-
   garding oil prices, 67 percent of venture-capital leaders surveyed expect crude oil
   prices to close this year between $75 and $99 per barrel and 53 percent expect oil
   prices to peak after 2012.
        KPMG and AlwaysOn are excited about our involvement with the GoingGreen
   Silicon Valley conference. If you would like a full copy of the survey, please shoot
   me an email and I’ll get it out to you. I’d be happy to meet with you and discuss the
   results of this survey. I


18 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
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.........................................................................................................................................................................   BUSINESS Intelligence




CREATING VALUE STARTS WITH
STRATEGIC THINKING                                                                                                                               BY GREG STEFFINE
                                                                                                                                                 SDLC PARTNERS


                                        This is the fifth                           Aspirational Modeling (figure 1) is the tech-                                BI Competency: People
                                        article in a continuing                nique I use to flesh-out strategic requirements                                  People represent an organization's greatest source
                                        series on business                     around BI. It’s a “big picture” look at where you are                           of competitive advantage. This competency focuses
                                        intelligence and value                 today (point A), where you want to be tomorrow                                  on improving the performance of human capital in
                                        creation.                              (point B), and how you intend to move your busi-                                order to maximize BI-driven value creation.
                                        ...................................
                                        ...................................    ness in order to create value for your constituent
                                        ...................................
                                        ...................................
                                        ...................................
                                        ...................................    groups.                                                                         People Capability: Organizational Planning
                                        ...................................
                                        ...................................
                                        ...................................
                                        ...................................                                                                                    BI-savvy organizations establish a company-wide
                                                                                                                                                               respect for fact-based decision-making and they
Thane Yost once wrote, "The will to win is use-                                                                                                                build a leadership structure to encourage and
less if you don’t have the will to prepare.” Strat-                                                                                                            support it. Organizational planning guides strategic
egy is all about preparation. It’s the cornerstone                                                                                                             thinking around culture, leadership, and your
of an effective and sustainable business intelli-                                                                                                               people roadmap for BI.
gence (BI) competency and a mission-critical
piece of your requirements-gathering effort.                                                                                                                    People Capability: Performance Management
That’s why it’s the foundation of the Right Think-                                                                                                             Smart organizations evolve. They leverage
ing™ Model. Strategy’s function is to guide and                                                                                                                strengths, strengthen weaknesses, and build value-
direct all BI-related activity so that short-term                                                                                                              impacting intellectual capital by hiring, training, and
decisions are always in alignment with long-term                                                                                                               retaining the right people. Performance manage-
objectives. Strategy focuses needed attention on                                                                                                               ment guides strategic thinking around skill assess-
the “big picture.”                                                                                                                                             ment, recruiting and retaining, and training and
      Alvin Toffler, the American writer and futurist                                                                                                            development.
recognized by Accenture as one of the world's top                                (figure 1)
business thought leaders, writes about the concept                                                                                                             BI Competency: Process
of “big picture” thinking. "You've got to think about                               As you can see from the diagram, a lot of atten-                           For BI to work, data must be relevant, information
big things while you are doing small things,” says                             tion is given to understanding your organization’s                              must be meaningful, and insight must be actionable.
Toffler, “so that all of the small things go in the right                        current operating model. That’s because there’s no                              This competency focuses on the practices that make
direction." That's particularly true in the world of                           such thing as a “one size fits all” BI strategy, and                             data an invaluable enterprise asset.
business intelligence where organizations often                                nothing beats real-world insight into how decision-
deploy tactical, uncoordinated solutions in order to                           makers in your particular company currently use (or                             Process Capability: Information Planning
eliminate pressing business pain. Not a preferred                              can’t use) business intelligence to create value. As-                           Smart organizations effectively use right informa-
approach, but one that certainly reflects the kind of                           pirational Modeling is used in conjunction with The                             tion to create value. Information planning guides
demanding, fast-paced business climate that pres-                              Right Thinking Model to focus attention on BI com-                              strategic thinking around the organization’s busi-
sures decision-makers to create and maximize value                             petencies and related capabilities most important to                            ness plan for BI, its strategy map, and performance
as quickly as possible. Thing is, these tactical solu-                         long-term BI success (figure 2).                                                 measures.
tions often grow to mission-critical applications. It’s                        Here’s an overview of the components:                                                                           [continued on pg. 34]
only through an appropriate strategy that organiza-
tions can effectively integrate these information silos
into a unified and sustainable business intelligence
capability. Those that fail to adequately plan ulti-
mately pay the price. Gartner analyst Betsy Burton
predicts that companies without a cohesive BI strat-                                                                                    (figure 2)
egy spend upwards of 70 percent of their total BI
budget resolving issues around people, process and
technology resulting from poor planning.
      The primary reason you prepare before you de-
liver is to help future-proof your work effort. Peter
Drucker puts it best when he says, "Strategic think-
ing does not deal with future decisions. It deals with
the futurity of present decisions [emphasis mine]."
In other words, do the up-front work necessary to
ensure today's decisions have future life. Thinking
strategically helps you to "do it once, do it right, and
make it last.”
                                                                                                                                                                                            e t e q . p g h t e c h . o r g 19
                                  ..............................................................................................................................................................................................
OFF THE Shelf                     ..............................................................................................................................................................................................
                                  ..............................................................................................................................................................................................




HTML5 SAVES THE WORLD - HUZZAH!
BY MICHAEL RIGHI, FIELD EXPERT, INC. MICHAEL.RIGHI@FIELDEXPERT.COM
                                     that a nuclear bomb has been placed somewhere in Pittsburgh.                                    get how to drive when they enter a tunnel.
                                     You have 24 hours to locate it, and the terrorist's only clue is                                     Fortunately, your Web-based email takes advantage of
                                     “YouTube Double Rainbow Video.” You're happy to have a clue,                                    HTML5's offline Web capabilities. HTML5 allows Web pages to
                                     but what does it mean? WHAT DOES IT MEAN!?!?                                                    behave like desktop software, only occasionally needing to dial
                                           Until recently you weren't able to watch YouTube videos                                   into a server. It works like this: When you lost your Internet con-
                                     at work because the Adobe Flash plugin is banned at the FBI.                                    nection inside the tunnel, the Web page saved your email to a
                                     However, YouTube recently started encoding its videos in an                                     local database within your Web browser. Even though a dead
                                     open format that can be played in browsers that support                                         battery is about to shut off the computer, the next time you ac-
                                     HTML5. Without Flash, you're now able to watch the video, find                                  cess your webmail it will scan your browser's database for un-
                                     the bomb, and save the city. Pittsburgh is released from the grip                               sent messages. The email will be delivered and cancer will be
HTML5 is soon to be the              of terror, and more importantly the Web is freed from the bur-                                  cured. Huzzah!
new standard for building            den of having to install Adobe Flash. (This is just one of many
Web pages. Although the              reasons why HTML5 will kill Flash. Huzzah!)                                                     Microdata
specification isn't finalized                                                                                                        In an act of planetary revenge, an asteroid has knocked Pluto
yet, many Web browsers al-           Offline Web Applications                                                                        out of orbit and onto a deadly path towards Earth. Our only
ready support parts of this          Imagine you're a cancer researcher. Now imagine you're on a                                     hope of survival lies in the hands of Bruce Willis who in 1998
next generation of HTML.             train. Now imagine you're on a laptop pouring over the results                                  proved that Earth could be saved from such disasters with nu-
To demonstrate its power,            of an experiment and you stumble across a cure for all cancers.                                 clear bombs, Hollywood magic, and the sacrifice of Bruce Willis.
here are some hypothetical           This is a big deal. You fire up a Web-based email app to share                                  Conveniently, Jack Bauer has a spare bomb he just found in
examples of how HTML5                the exciting news with colleagues, typing with excitement for                                   Pittsburgh, so now we just need to give Mr. Willis a call. Just one
could save the world.                an hour. Just before you click “send” the train enters a 30-mile                                problem: nobody has Bruce's number.
                                     tunnel, dropping your Internet connection. Did I mention your                                        Finding somebody on the Web used to be difficult. If you
Video (Without Flash)                laptop only has two minutes of battery left? Did I mention you                                  were looking for a Susan Smith living in Seattle, searching for
Imagine your name is Jack            suffer from a rare condition known as Tunnel-Induced Mem-                                       “Susan Smith Seattle” would return pages for people named
Bauer and you've just learned        ory Loss? That's right, you're about to forget the cure to cancer
                                     because of the same condition that causes Pittsburghers to for-                                                                                            continued on pg. 34




20 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
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..................................................................................................................................................................................................   START Me Up


KEEPING PUBLICITY REVVED FOR PRODUCT LAUNCH
BY MIKE MATESIC, CEO, IDEA FOUNDRY



I
            F YOU WANT TO LEARN HOW TO GENER-                                  licity occurs in short spikes, with a news event or a hot re-                   and validates the integrity of your product. It’s an objective,
            ATE PUBLICITY FOR YOUR STARTUP,                                    view of your product setting off a loud bang before dissi-                      third party endorsement you can leverage to generate leads,
            THERE’S NO SHORTAGE OF EXPERTS                                     pating into media silence.                                                      attract business partners and incite interest from investors,”
            PROFFERING ADVICE ON THE INTER-                                           Part of the solution to this problem is averaging out                    says Gaynier.
            NET. GOOGLE THE WORDS “PUBLICITY”                                  the sharp drop between publicity highs and lows by creating                           Recently, Gaynier’s iTwixie Web site, which is tagged
AND “STARTUP,” AND UP POP THOU-                                                                     a media buzz that you manage. A judi-                      “the ultimate hangout for ‘tween girls,” was named one of
SANDS OF LINKS THAT PROMISE TO                                                                      cious flow of substantive press releases,                  Disney’s FamilyFun Magazine's top 10 Web sites for kids.
MAKE YOU A MEDIA STAR IN A FEW                                                                      blog posts and tweets can generate a                       When she received the news she did two very savvy things.
EASY STEPS.                                                                                         steady hum about your business. When                             First she delayed dropping the press release for three
       Assuming the advice is sound and                                                             unexpected media attention hits, you                       weeks after Disney published the news. She did this to
your execution is flawless, you’ll quickly be                                                       can funnel the news through the com-                       spawn a second, more targeted PR campaign to connect di-
flush with customer, media and investor                                                             munications channels you’ve already es-                    rectly with the kid-oriented media outlets that reach her es-
inquiries. Success. You’re set to sell.                                                             tablished, creating a ripple effect that you               tablished and potential customers, partners and advocates.
       But what happens when the media                                                              can capitalize on over time rather than a                        Second, she followed up with a steady stream of tweets
blitz rolls out before your product or service                                                      disruptive splash that comes and goes                      and Facebook posts, creating a viral effect that cascaded
is ready to follow suit? What happens if                                                            with no gain.                                              through her network of contacts and took on a life of its own.
Murphy’s Law proves true and the launch that was sup-                                 Rebecca Gaynier is Founder and CEO of iTwixie, a B2B                           Gaynier believes that harnessing that initial media
posed to happen yesterday gets delayed a week, a month…or                      company that helps ’tween-girl-focused organizations and                        spark is an opportunity to “warm up the world to who you
longer? Or what do you do on those rare, seemingly heaven-                     companies to develop better products and messaging for                          are as a company and what you have to offer. It allows you
sent occasions when the media machine appears without                          their target consumer. Her background as a Madison                              to fine-tune your message and engage inquiring minds in
ever even being summoned? What can seem like a windfall                        Avenue advertising executive taught her the importance of                       ways that pull them in and keep them coming back.”
of acclaim and attention can turn into a nightmarish missed                    both generating publicity and maximizing its usefulness by                            While you might not be able to control when publicity
opportunity if the public is ready for your product, but your                  increasing its longevity.                                                       strikes, with some planning, prep work and patience, you
product’s not ready for the public.                                                   “Publicity not only creates an awareness of your com-                    can buy time and determine yourself when to step up to the
       As it is, these “what ifs” happen fairly often. Most pub-               pany, but just as importantly, establishes your credibility                     podium with product in hand. I




                                                                                                                                                                                                     e t e q . p g h t e c h . o r g 21
                     ..............................................................................................................................................................................................................
E Corner             ..............................................................................................................................................................................................................
                     ..............................................................................................................................................................................................................




GO LEFT, YOUNG MAN                                                                                                           BY RON MORRIS, CONTRIBUTING WRITER
                                                                                        For those of you (like me) who study the great                          really studied the man himself. And, neither did
                                                 HOW DOES THIS
                                                 SOUND TO YOU ...?                      entrepreneurs, you may have already figured                              I study the events in his life that propelled him
                                                                                        out that the individual I’m describing here is                          to the great successes he achieved.
                                                 • He was fired from                     Walter Elias Disney, quite possibly the greatest                              Entrepreneurs are a tough-minded bunch.
                                                 the Kansas City Star                   non-scientist entrepreneur in the history of this                       And here, I’m talking about the real ones –not
                                                 newspaper because                      great country.                                                          the, “Look at me, I’m an entrepreneur, too” – as
                                                 his work “lacked                              Why Disney? Simple. Because I’m writing                          they accept and then burn millions of dollars in
                                                 creativity.”                           this column while with my family at Disney                              start-up capital – kind.
                                                                                        World; his “touch” is everywhere. You can                                     My definition of an entrepreneur is some-
• He lost his first business and all of his employees because                            hardly not think of him.                                                one who lights out armed with nothing more
he neglected to read the fine print in his contract.                                            Moreover, Walt would have been proud of                          than his or her wits and courage. I’m talking
                                                                                        the fact that my family is with me while I’m                            about the individuals who, and when they meet
• Only two of his employees stayed with him through the                                 working on this article because it was his belief                       adversity, instead “find a way” to succeed. Lose
tough times -- two employees and his brother, that is -- the                            that “family is everything.” In his own words,                          all your employees? This too shall pass. Get
rest were hired away by a competitor because he failed to                               “The most important thing is the family. After                          cheated out of your trademarked character?
legally arrest their movement.                                                          all, family is the backbone of our whole busi-                          Re-invent another, better one.
                                                                                        ness.”                                                                        All these things and more happened to
• After enjoying some small degree of success, he rewarded                                     I knew very little about W.E. Disney when                        Walt Disney. I
his parents with a new home. Unfortunately, the home he                                 my family and I recently traveled from
purchased had a defective heating and ventilation system,                               Pittsburgh for a four-day mini-vacation to the                          Finish reading and comment on this article
causing him to lose his dear mother to carbon monoxide                                  Magic Kingdom. Oh, I knew that he was the                               at Ron Morris’ Web site: TAEradio.com/TEQ.
poisoning. He went to his own grave feeling personally                                  driving force behind the magnificent Walt                                © Copyright, Ron Morris 2010, All Rights Re-
responsible for this tragedy.                                                           Disney Corporation (magnificent then, not                                served
                                                                                        necessarily now, unfortunately), but I never




22 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
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...................................................................................................................................................................................................
...................................................................................................................................................................................................   INTER Active


INCREASE REVENUES BY ESTABLISHING RAPPORT – SOCIAL MEDIA CAN HELP
BY DAVE NELSEN, CONTRIBUTING WRITER


N            obody wants to be sold to. Instead,
             they want to buy from us if we
             solve their problems. In order to
             truly understand a prospective
                                                                          with any new prospect, review their LinkedIn
                                                                          profile to identify potential connection points.
                                                                          Look for a shared college, hobby, sport, past em-
                                                                          ployer, industry association, professional ac-
                                                                                                                                                       more hard work led to the ultimate sale.
                                                                                                                                                             Rapport building idea #2: When communicating
                                                                                                                                                       more broadly, a cultural touchstone can provide an equally
                                                                                                                                                       effective connection point. In his “Randy’s Journal” blog,
customer's problems, we’ve                                                                   quaintance, or almost anything                            Boeing (specifically Randy) cleverly riffed on the 20th an-
got to talk to them. Well, not                                                               else (avoiding, say, shared for-                          niversary of the movie “Back to the Future” to explore the
talk “to” them, but talk                                                                     mer spouses and the like).                                past and future of the airline industry. Like Michael J. Fox
“with” them...openly.                                                                          I was speaking to a CEO                                 (a.k.a. Marty McFly), Randy traveled back in time by track-
     Side note: One of my fa-                                                                group in Baltimore this sum-                              ing down Boeing’s 20-year forecast for passenger air miles
vorite sales rules: “Remember,                                                               mer when one CEO asked to                                 from 1952. Then he went back to the future, showing Boe-
you have two ears and one                                                                    share his story. His company                              ing's latest 20-year forecast.
mouth; spend twice as much                                                                   had been trying to crack a key                                  I call this framing. If airline industry insiders start to
time listening as talking.”                                                                  account, making no headway                                see that same future, it’s a safe bet that they’re more likely
(Frankly, 10-to-1 would be                                                                   over many years. Finally, the                             to favor Boeing planes over Airbus.
even better, but how much of this behavior can                            CEO reviewed the decision maker's LinkedIn                                         Rapport building idea #3: Current events, especially
you really expect from extroverts?)                                       profile and discovered that he’d played lacrosse                              anything that’s caught your target audience’s imagination,
     The goal of the conversation is to discover                          in college. Using email, he asked his sales staff if                          can provide another powerful connection point.
your prospect's “pain.” Before they will share that,                      any of them had played college lacrosse.                                           In January of this year, a hiker on Yosemite Bear
you will have to establish rapport. With rapport,                         Ka-Ching!                                                                    Mountain happened upon a "full on double rainbow all the
you have the opportunity to build trust. With                                   It took a few weeks for that salesperson to                            way across the sky." We could hear but not see this guy
trust, you have the opportunity to make a sale.                           connect live with the prospect. Yet, in a “surpris-                          as he trained his camera on the rainbow and moved to a
     Social media helps you establish rapport in                          ing” twist, the topic of college lacrosse surfaced                           vista to better capture the entire view. To say that he was
so many ways; just pick your favorite.                                    less than 30 seconds into the call; imagine that. It                         incredibly enthusiastic or unbelievably stoned...or both...is
     Rapport building idea #1: Before meeting                             broke the ice, established rapport, and after lots                           an understatement.                       [continued on pg. 34]




                                                                                                                                                                                                      e t e q . p g h t e c h . o r g 23
                                               .............................................................................................................................................................................
COMMUNITY Cause                                .............................................................................................................................................................................
                                               .............................................................................................................................................................................




TAKE ACTION!
The mission of the Refresh Kittan-
                                                                                                REFRESH KITTANNING AIMS TO INSPIRE GROWTH
                                                                                                AND ENTREPRENEURSHIP IN SWPA TOWN
                                             spired to invest in the community. or ask a similar existing shop in the                                               can also submit news or announce-
ning Project is to ignite and advo-          While they assume the majority of region to consider opening another                                                   ments to the site. This site is not only
cate economic growth amongst                 people would like to see a large inno- branch. Another option that group                                               about attracting new businesses, it’s
businesses in Kittanning, Pa. The            vative company such as Apple or hopes for is that someone reading the                                                  also about helping current businesses
group created a Web site, www.re-            Google open up a local office, the site with entrepreneurial ambitions                                                 succeed.
freshkittanning.com, in which peo-           group has no problem starting small— may see a clear need and consider                                                      Kittanning is a very scenic town
ple can share ideas on how to make           as one job created is better than none. investing in the community.                                                    located on the banks of the Allegheny
the community better. Each month                   The concept is                                                                                                   River. Residents are able to enjoy the
there will be a new featured topic           pretty simple and is                                                                                                   best of both worlds. The town is sur-
that focuses on economic develop-            hoped to work as                                                                                                       rounded by many outdoor activities,
ment. The group hopes to use the             follows. They expect                                                                                                   but is only a short commute from the
collective power and talents of the          the site to receive a lot                                                                                              center of Pittsburgh. In addition, there
community to improve upon and                of ideas on each topic,                                                                                                are many universities and technical
promote the advantages of their              but hope to find                                                                                                       schools of all distinctions within an
community to the world.                      reoccurring trends or                                                                                                  hour’s drive from town. Being a county
      The initial topic asks what type of    needs within the                                                                                                       seat also helps create traffic in town.
businesses community members                 responses. For exam-                                                                                                   The low cost of living and low cost of
would like to see in town. The group         ple, if many people in                                                                                                 doing business is very advantageous
expects to see a wide array of ideas,        the community would              This quaint town is looking for ideas:                                                for businesses.
ranging from massive undertakings to         like to see a coffee shop          www.refreshkittanning.com!                                                               You don’t have to be a resident to
simple suggestions. They can then            open, the group will                                                                                                   share your ideas—all ideas are
take that feedback and ask local busi-       take that feedback to current local            The Web site has a few other                                            welcomed. Anyone with entrepreneur
nesses about expanding into that area.       businesses and see if they would be in- features for businesses, which include                                         aspirations is strongly encouraged to
They also hope entrepreneurs who             terested opening one. They could also a free directory listing and a commer-                                           regularly check the site as they might
visit the site will see a need and be in-    use the data to target a national chain cial property listing. Local businesses                                        find a great opportunity. I




24 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
........................................................................................................................................................................................................
........................................................................................................................................................................................................
........................................................................................................................................................................................................   WHY IT Works




                                           BRANDING 101                                                                           By Rick Cancelliere, President, Nerve Marketing

                                  Your logo is not                    these aside and consider them “brand ele- Wikipedia says:                                                              think “athletics.” When you put those
                                  your       brand.                   ments.”                                      “A brand is the personality that identifies a                              shoes on or those basketball shorts on –
                                  Neither is your                                                                  product, service or company (name, term,                                  you go from John Doe (or Jane) to John (or
                                  slogan, product                     What is a brand?                             sign, symbol, or design, or combination of                                Jane) Athlete. It is an instant metamor-
          name(s) or company name. However,                           Branding incorporates the brand elements them) and how it relates to key constituen-                                   phosis that occurs simply by veiling your-
          these elements are a part of your brand                     that work together to form a brand concept. cies: Customers, Staff, Partners, Investors,                                self in the company’s brand. The brand
          and branding itself (the term) has                          Brands are managed as a part of a brand etc.”                                                                          aspiration is so strong that they expect you
          caused quite a bit of confusion in many                     strategy and their value depicted by the            When asked to define Apple’s brand,                                 to play harder, run faster and throw further
          business circles. Keep this article handy                   phrase “brand equity.” Next, brand posi- Steve Jobs said their brand answers this                                      simply because of what you feel when you
          if you ever need clarification.                              tioning and leveraging are branding man- question: “Who is Apple and what we stand                                     wear this name.
                                                                      agement approaches. Finally, the identity, for in the world?” and that their brand
          Clearing up the confusion: Branding 101                     image, personality, essence or soul, charac- needs to help them stand out in a very noisy                              Building your brand
          After working with technology companies                     ter and culture are the brand components. world. He went on to define their brand as                                    Again, branding begins with a strategy. For
          for over 15 years, we see “branding” is all too                   All of the brand elements we typically their “core value” which all of their brand                               more information on a brand strategy, stay
          often confused with a number of business                    find people confused by normally fit into components support: “Apple at the core, its                                    tuned to future Why It Works articles. I
          elements that are a part of the brand but not               one of these components. Essentially, core value, is that we believe that people
          “the brand.”                                                branding is the result of the combination of with passion can change the world for the                                 Rick Cancelliere (rick@ivegotnerve.com) is
                                                                      all elements that create the brand, brand better.” Everything they create supports                                     President of Nerve Marketing, Pittsburgh’s
          What is not a brand?                                        perception, and brand awareness.             that idea.                                                                marketing specialist for the medical and
          To understand what a brand is, let us first                                                                      When asked to define Nike’s brand it                                technology sectors. Nerve develops and
          establish what it is not. Your logo, trade-                 In plain English, please?                    still shocks me how many people say “It’s                                 implements       marketing     strategies,
          mark, company name, product name, serv-                     Try to see branding as a “prejudice” for or the Swoosh!” or “Just Do It!” In reality,                                  campaigns, Web sites and hosted
          ice name, mark, sound, etc. are all elements                against something.                           Nike’s brand is much simpler. It is “athlet-                              applications for medical and other
          of the brand – not the brand itself. Let’s set                                                           ics.” When you think Nike, they want you to                               technology companies.




                                                                                                                                                                                                             e t e q . p g h t e c h . o r g 25
                                                                                REBRANDING PITTSBURGH [PART 7]
                                                                                BY AUDREY RUSSO, PRESIDENT AND CEO, PITTSBURGH TECHNOLOGY COUNCIL
                                s a region, as a city, we continue to                 Giving birth to a business is not a one-person    hilarating. This work consumes one’s life. This
FROM THE PRESIDENT




                     A          hear from the tech community, par-
                                ticularly startups, that we are not an
                                entrepreneurial place to create or
                                grow a tech business. We hear that it
                     is difficult to attract investors of varying levels
                                                                                job. As one colleague reminds me, “It takes a vil-
                                                                                lage to start a company.” It does. It takes a ton of
                                                                                time to ensure community engagement on the part
                                                                                of the new CEO and their team. It requires the abil-
                                                                                ity of a new CEO to push against the odds of deliv-
                                                                                                                                        work is not to be taken lightly. There is no such
                                                                                                                                        thing as work-life balance for a very long time.
                                                                                                                                             Today, 85 percent of all jobs in the U.S. are in
                                                                                                                                        small businesses. This is our future. We actually
                                                                                                                                        have no choice but to embrace small businesses!
                     of need. We also hear that there is a need for             ering or designing their product or service while       So what can we do to help these companies, in par-
                     talent in areas of technical expertise, as well as         working to understand the inner workings of op-         ticular, tech companies, to thrive?
                     seasoned leadership, which are required to                 erations while simultaneously selling. Selling to       1.    If you know someone who is taking an idea
                     rapidly position and grow amazing ideas and                customers, pitching to investors, selecting em-         and bringing it to fruition, ask how you can help.
                     solutions into vital (and viable) companies.               ployees, figuring out leases, realizing the need for     Perhaps you can collaborate on an idea or with a
                     Now I could tell you, in detail, all the companies         insurance, making payroll, working with an ac-          customer.
                     who are thriving (you recall, we did have Tech             countant, finding legal support, protecting I.P., dis-   2. Our region’s multinational corporations with
                     50 in October, which demonstrated all the com-             covering partnerships, reviewing contracts,             headquarters here in SWPA – open your procure-
                     panies who ARE growing and have received in-               solving people issues, and keeping abreast with the     ment to these newly launched businesses. Let
                     vestment). Instead, I propose that what we                 competitive market are just some of the variables       them beta test in areas that would provide value
                     need as a region is to embrace the practice of             of launching a business. This work is NOT for the       and limit business risk. Be an ambassador for their
                     tolerance and inclusion.                                   faint-hearted! This work is grueling as well as ex-     business.




                     26 P I T T S B U R G H T E C H N O L O G Y C O U N C I L                     Translation by Echo International [www.echointernational.com]
CHANGING OUR ENTREPRENEURIAL CULTURE
3. When you discover a business has not taken hold and         cated workforce will also reflect more diversity. (CORO 2001)     TODAY, 85 PERCENT
the CEO has dissolved the business only to start another       6. Encouraging attraction of diverse populations means




                                                                                                                                                                           FROM THE PRESIDENT
one – celebrate their resiliency and realize they are driven   we have to be inclusive, and tolerant of differences. People      OF ALL JOBS IN THE
and will learn from their previous business. (In other re-     who start new businesses, particularly tech companies,           U.S. ARE IN SMALL
gions of the country, entrepreneurs are revered for taking     seek access to the best and brightest talent. This is a cir-
these risks and venture capitalists often look at this         cuitous process that only accelerates when there is growth.      BUSINESSES. THIS
process as talent development.)                                7. Angels, I know you are out there. In order to have a          IS OUR FUTURE. WE
4. Pittsburgh has finally been able to hold a positive net      thriving entrepreneurial culture, we need to have healthy,
migration, with some data pointing to our increase of          robust angel networks. We need more of you to understand         ACTUALLY HAVE NO
young (25-34) people who are highly educated (college          what these companies are working on, in addition to your         CHOICE BUT TO
degree). Remembering that small businesses provide 85          wisdom and investment.
percent of all jobs nationally, Pittsburgh HAS to ensure the                                                                    EMBRACE SMALL
creation of small businesses to ensure our talent remains      So Pittsburgh, what do you say? At the Council, we work          BUSINESSES! SO
here, the retention will attract others of like minds and      hard for our members to make sure they are connected
interests.                                                     with business opportunities across the regional, national        WHAT CAN WE DO
5. We have the best and brightest people studying at our       and international ecosystem. We know that the next ren-          TO HELP THESE
universities. Students in science and technology are more      aissance has begun, as tech companies forge the path. We
likely to leave the region after graduation than any other     also know that this will not happen without the region look-     COMPANIES, IN PAR-
discipline. People who obtain secondary degrees are even       ing ahead not behind. We are not a gray, dirty region any-       TICULAR, TECH
more likely to leave the region. Our universities attract      more. That’s a memory. We are NOW paving the road,
diverse populations, which does not mirror SWPA’s popu-        where few, if any, U.S. cities, have traveled. Keep Pittsburgh   COMPANIES, TO
lation. If we can keep the educated population, our edu-       entrepreneurial. I                                               THRIVE?




                                                                                                                                      e t e q . p g h t e c h . o r g 27
                CAN GOVERNOR-ELECT CORBETT
                TRANSFORM STATE GOVERNMENT?
PUBLIC POLICY




                B Y B R I A N K E N N E DY, V P O F G O V E R N M E N T A F FA I R S, P I T T S B U R G H T E C H N O L O G Y C O U N C I L

                SHORTLY AFTER PRESIDENT BARACK
                OBAMA’S ELECTION TO THE PRESI-
                                                                           absolutely nothing transformative during the
                                                                           past 20 years, the need for innovation and gov-
                                                                                                                                 THE GOOD NEWS FOR CORBETT
                DENCY, HIS NEWLY APPOINTED CHIEF                           ernment reinvention calls out like an American
                OF STAFF, RAHM EMANUEL WAS                                 auto company for a government bailout.
                                                                                                                                 IS THAT THERE ARE MILLIONS
                QUOTED AS SAYING “RULE NUMBER                                    In Pennsylvania, some legislators know that
                ONE: NEVER ALLOW A CRISIS TO GO TO                         they support government spending for key serv-        OF PENNSYLVANIANS THAT
                WASTE...THEY ARE OPPORTUNITIES TO                          ices, but I suspect that some have forgotten why:
                DO BIG THINGS.”                                            for their constituents who use the services, or for   WILL SUPPORT HIS EFFORTS
                      In Pennsylvania, where our budget deficit            the benefit of the public sector unions that
                easily may exceed $5 billion in the coming                 deliver the services?                                 TO REINVENT STATE GOVERN-
                months, and with Governor-Elect Tom Corbett                      For legislators that fancy themselves as
                who has made an iron clad promise to avert any             champions for particular government services,         MENT FROM THE GROUND UP.
                form of a tax increase, Pennsylvania will be hard          this is a key question that must be answered dur-
                pressed to go on doing business as usual. In-              ing the coming debates. If we are innovative, and     IN THE TECHNOLOGY INDUS-
                deed, now is the time for us to require “big               if there are no sacred cows, service reductions
                things” from our policymakers. The opportunity,            are not inevitable.                                   TRY, THIS IS EXACTLY THE
                both from a political and circumstantial perspec-                What is needed in Pennsylvania is a com-
                tive, has never been greater.                              plete reinvention of government, where leaders        TYPE OF CHALLENGE THAT
                      To be sure, in the next couple of months,            of both parties reach consensus on what services
                leaders from the General Assembly will try to
                maneuver according to their historical roles. A
                                                                           are “core” and then set-out to identify the most
                                                                           effective means of delivering those services.
                                                                                                                                 EXCITES    ENTREPRENEURS
                large group of legislators will call for higher busi-            Obviously, this sounds like a simple concept.
                ness taxes in order to avert what they will declare        But in Pennsylvania, we often prioritize the de-
                                                                                                                                 AND INNOVATORS.
                “draconian” reductions in key services. Other leg-         livery mechanism of government services over
                islators - emboldened by public outrage over               the actual delivery of the service.
                                                                                                                                    IN ADDITION TO THE
                government spending - will enthusiastically sup-                 The good news for Corbett is that there are
                port reductions in government services as a                millions of Pennsylvanians that will support his      OBVIOUS     TECHNOLOGICAL
                means of avoiding higher taxes and future                  efforts to reinvent state government from the
                deficits.                                                  ground up. In the technology industry, this is ex-    INNOVATIONS THAT MEMBERS
                      But eventually, even the most emboldened             actly the type of challenge that excites entrepre-
                of fiscal hawks will find them self lamenting the          neurs and innovators.                                 OF THE PITTSBURGH TECH-
                loss of a particular government investment.                      In addition to the obvious technological
                After all, governments do exist to perform cer-            innovations that members of the Pittsburgh            NOLOGY COUNCIL CAN OFFER,
                tain key functions. With a budget deficit that is          Technology Council can offer, they also live in
                approaching 20 percent of the state’s overall              our communities and have a vested interest in         THEY ALSO LIVE IN OUR
                budget, even the most core government services             the success of the state.
                will be imperiled.                                               Hopefully, and with the assistance of the       COMMUNITIES AND HAVE A
                      Writing about this topic, David Brooks re-           Pittsburgh Technology Council, these entrepre-
                cently published an insightful op-ed in The New
                York Times (Paralysis of the State) that lamented
                                                                           neurs will look at the current crisis as an oppor-
                                                                           tunity to reinvest in Pennsylvania’s future. Our
                                                                                                                                 VESTED INTEREST IN THE
                the inability of governments to meet their obli-
                gations and to do what he labeled as “big things.”
                                                                           organization looks forward to working with Cor-
                                                                           bett’s transition team and towards connecting
                                                                                                                                 SUCCESS OF THE STATE.
                He placed the blame for this squarely at the feet          his organization with our region’s best and
                of public sector unions and their patron law-              brightest.
                makers who have purposefully blunted the abil-                   We all look forward to having a more nim-
                ity of governments to be innovative and nimble.            ble and effective government. I
                      In a state like Pennsylvania that has done




                28 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
e t e q . p g h t e c h . o r g 29
                     CONNECT WITH THE BEST TECH TALENT THROUGH
                     THE PITTSBURGH TECHNOLOGY COUNCIL
                     By Justin Driscoll, Director, STEM Talent Acquisition [jdriscoll@pghtech.org]
                     THE PITTSBURGH TECHNOLOGY COUN-                            careerconnector.com) since it averages well over       DURING THE MONTH OF
                     CIL IS WORKING HARD ON BEHALF OF                           1,000 open opportunities. About 500 of our mem-
                                                                                                                                       SEPTEMBER, I WAS ON 12
S T E M TA L E N T




                     OUR MEMBER COMPANIES TO FIND TOP                           ber companies use the site on a yearly basis. Over
                     TECHNOLOGY TALENT FROM ACROSS                              the last 12 months, the site has been visited about    DIFFERENT FLIGHTS VISITING
                     THE NATION TO WORK IN LOCAL TECH-                          500,000 times. It is a great resource for any com-
                     NOLOGY COMPANIES. Over the past several                    pany looking to find top technology talent to relo-    10 DIFFERENT COLLEGES AND
                     weeks, I have spent a lot of time traveling the coun-      cate here to Pittsburgh                                UNIVERSITIES. AT THESE EVENTS
                     try visiting job fairs at leading computer science              If your company is in the process of recruiting
                     and engineering universities looking for great tal-        talent, we have about 500 resumes from across the      WE CAME ACROSS SOME GREAT
                     ent to relocate to Pittsburgh. During the month of         country and across the Pittsburgh region that you      TALENT FROM UNIVERSITIES LIKE
                     September, I was on 12 different flights visiting 10       might be interested in perusing. If you would like
                     different colleges and universities. At these events       access to them, send me an email with “Out-of-
                                                                                                                                       GEORGIA TECH, DUKE, MIT, PENN
                     we came across some great talent from universities         town resumes” in the subject line,                     STATE, AND MANY MORE WHO
                     like Georgia Tech, Duke, MIT, Penn State, and many         jdriscoll@pghtech.org. I will be happy to provide.
                     more who are looking for internships or full-time               As 2010 winds down and 2011 cranks up, the
                                                                                                                                       ARE LOOKING FOR INTERNSHIPS
                     jobs. Many of these students were not aware of the         Council will continue to ensure that our member        OR FULL TIME JOBS. MANY OF
                     technology opportunities that are available in the         companies have access to the best computer sci-
                     Pittsburgh region. I spent the most of my time ed-         ence and engineering talent by visiting pockets of
                                                                                                                                       THESE STUDENTS WERE NOT
                     ucating these students about how Pittsburgh has            the country where these pools of candidates cur-       AWARE OF THE TECHNOLOGY
                     changed and pontificating the virtues of the great         rently exist. We will also continue to form partner-   OPPORTUNITIES THAT ARE AVAIL-
                     companies that exist in our region and finally why         ships with other economic development
                     they need to come here to work, play and live!             organizations that are interested in bringing the      ABLE IN THE PITTSBURGH REGION.
                           I was encouraging candidates to visit the            best talent the nation has to offer to our three
                     Council’s Career Connector Web site (www.pgh-              rivers. I




                     30 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
                                                                                           B2B Business Development
EXPLORE THE FLOOR:                                                                         for Manufacturers Only
By Jennifer Young, Managing Director, Advanced Manufacturing Network & Green Technology Network [jyoung@pghtech.org]
One of the most difficult tasks I am charged          their process and/or their company philosophy          novate solutions, and create value for their cus-




                                                                                                                                                                               COUNCIL BIZ-DEV
with as a member of the member services               and here’s the kicker: it’s only open to manufac-      tomers is very helpful to me and our organization.
team here at the Council is finding creative          turing firms. By limiting attendance to manufac-       Also, I’ve connected with other companies who
new ways to encourage business-to-business            turers only, the threat of being targeted as the       have helped open doors for us with potential new
interaction with a hopeful result of business         sought-after “red meat” is eliminated. It allows at-   customers.”
growth. For manufacturers, this task is espe-         tendees to let their hair down, network with their          The AMN has sold out nearly all of the re-
cially daunting, mainly because these individ-        peers and, most importantly, get inside the doors      gionally held Explore the Floors, most recently on
uals are often highly sought-after at                 of another plant to potentially learn something        November 16 at United States Steel Corporation.
networking events. This is perhaps the most           new.                                                   The next Explore the Floor is planned for Mine
difficult hurdle to overcome when planning a               What’s the best thing that has come out of        Safety Appliances in March.
networking opportunity - convincing a manu-           the series? The companies in attendance often               Over the lifespan of the series, the AMN has
facturer who doesn’t want to be “sold to” to          connect with other companies and create busi-          taken the show on the road, transporting a group
come out and network.                                 ness relationships with one another that often re-     of 30 manufacturers on a charter plane to Cater-
     In an attempt to create something that man-      sult in utilizing each other’s networks down the       pillar in Peoria, Illinois, in April as well as Lincoln
ufacturers would not only find valuable, but also     road to connect with a highly sought-after client.     Electric in Cleveland, Ohio in [September]. An-
would be able to use to make those coveted “busi-          “I try to attend every Explore the Floor that     other out-of-state Explore the Floor is planned for
ness -to-business” connections, AMN created the       my schedule permits,” says Dave Spehar, Direc-         the spring of 2011, and it’s one you won’t want to
Explore the Floor series, a tour of a manufacturing   tor of Operations for the California-based Penna-      miss. (Hint: this one also includes a chartered
company - with teeth. How does it differ from         tronics.      “Manufacturing products always           plane ride!)
every other site tour? Prior to the excursion, the    presents challenges, and some of those challenges           For more information regarding the
host company provides attendees with an               are universal regardless of industry. Seeing how       Explore the Floor series, contact Jennifer Young
overview of a particular aspect of their business,    other manufacturers handle those challenges, in-       at jyoung@pghtech.org. I




                                                                                                                                          e t e q . p g h t e c h . o r g 31
          NEW MEMBERS
          3 Rivers IT Solutions, LLC           Bravo Group, Inc.                     Doug Owen Consulting                  Flying Cork Media, LLC.             Megha Technologies                 Sandler Training
          3 Park St                            8162 Brittany Pl                      101 Washington St, Ste 1              320 Fort Duquesne Blvd Ste 200      1061 Parkview Blvd                 2593 Wexford Bayne Rd Ste 104
          Charleroi, PA 15022                  Pittsburgh, PA 15237                  Pittsburgh, PA 15218                  Pittsburgh, PA 15222                Pittsburgh, PA 15217               Sewickley, PA 15143
MEMBERS




          www.3riversitsolutions.com           www.thegravogroup.com                 412-580-3351                          www.flyingcorkmedia.com              www.meghatechnologies.com          www.dan.sandler.com
          412-217-7330                         412-288-5142                                                                412-897-6623                        412-203-3117                       724-940-2388
                                                                                     Dynamic Manufacturing, Inc.
          Adecco                               Compass Business Solutions Inc.       156 Armstrong Dr                      Frances Harpst                      MGM Automation
          2 Gateway Center, Ste A              8963 Seneca Ave                       Freeport, PA 16229                    49 Wilson Dr                        1665 Washington Rd                 Seegrid Corporation
          Pittsburgh, PA 15222                 Pittsburgh, PA 15237                  www.dynamic-                          Pittsburgh, PA 15202                Pittsburgh, PA 15228               216 Parkwest Dr
          www.adeccousa.com                    www.compass-resources.com             manufacturing.com                     412-983-8192                        www.mgmautomation.com              Pittsburgh, PA 15275
          412-261-0304                         412-366-7881                          724-295-4200                                                              412-833-0101                       www.seegrid.com
                                                                                                                           Group 16                                                               412-621-4305
          Allegheny Investment                 Concept Development Group             ePlus Technology, Inc.                PO Box 782                          MYRIAD Communications
          Strategies LLC                       2305 Smallman St                      323 North Shore Dr Ste 350            Monroeville, PA 15146               PO Box 578                         The Search Monitor
          5539 Raleigh St                      Pittsburgh, PA 15222                  Pittsburgh, PA 15212                  www.group-16.com                    Ligonier, PA 15658                 117 Nottingham Dr
          Pittsburgh, PA 15217                 www.conceptdevgroup.com               www.eplus.com                         412-980-1955                        www.myriadcommunications.com       Pittsburgh, PA 15205
          412-422-7435                         425-890-9183                          412-258-1694                                                              800-698-1038                       www.thesearchmonitor.com
                                                                                                                           Growth Consulting & Interim                                            321-206-9705
          Allsteel, Inc.                       Consolidated Power Supply,            Ethical Intruder, LP                  Executive Management                PGH Marketing
          346 Tampa Ave                        Engineered Products Divison           dbaEthical Intruder                   219 5th Ave                         PO Box 125                         Valdez International Corp.
          Pittsburgh, PA 15228                 241 Center St                         1213 Galveston Ave                    Carnegie, PA 15106                  Oakmont, PA 15139                  795 Pine Valley Dr Ste 22
          www.allsteeloffice.com                McKeesport, PA 15132                  Pittsburgh, PA 15233                  412-418-5399                        www.pghmarketing.com               Pittsburgh, PA 15239
          412-715-5108                         www.consolidatedpower.com             www.ethicalintruder.com                                                   412-225-7478                       www.valdezicorp.com
                                               412-678-1010                          412-720-8542                          Intuo Tech                                                             412-205-5776
          Applied Sciences Group                                                                                           300 Hidden Ridge Ct Ste 102         Plum Borough School District
          4455 Genesee St                      Cook MyoSite, Inc.                    Fifth Third Private Bank              South Park, PA 15129                900 Elicker Rd                     Xerox Corporation
          Buffalo, NY 14225                    105 Delta Dr                          707 Grant St                          www.intuotech.com                   Plum, PA 15239                     8 Penn Center West
          www.appliedsciencesgroup.com         Pittsburgh, PA 15238                  Gulf Tower, Ste 2000                  508-308-1220                        www.pbsd.k12.pa.us                 Pittsburgh, PA 15276
          716-626-5100                         www.cookmyosite.com                   Pittsburgh, PA 15219                                                      412-795-0100                       www.xerox.com
                                               412-963-7380                          www.53.com                            Louis Plung & Co.                                                      412-506-4858
          Bike Pittsburgh, Inc.                                                      412-291-5555                          Four Gateway Center, Ninth Fl       Ripple Rock, LLC
          3410 Penn Ave                        Data Networks                                                               Pittsburgh, PA 15222                1621 Blackburn Heights Dr          LIST INCLUDES NEW AND
          Pittsburgh, PA 15201                 400 Lytham Ct                                                               www.louisplung.com                  Sewickley, PA 15143                RENEWED MEMBERS
          www.bike-pgh.org                     Moon Township, PA 15108                                                     412-281-8771                        www.ripple-rock.com                THROUGH 10/31/10.
          412-726-5872                         www.datanetworks.com                                                                                            412-719-9204                       COMPANIES THAT JOINED
                                               412-491-3953                                                                                                                                       OR RENEWED AFTER THIS
                                                                                                                                                                                                  DATE WILL BE INCLUDED
                                                                                                                                                                                                  IN THE NEXT ISSUE.

                                                                                 COUNCIL BOARD OF DIRECTORS
             OFFICERS AND EXECUTIVE                     W.S. (Rick) Brown IV                          Jay Katarincic, Jr.                          Keith Schaefer                             John P. Friel
             COMMITTEE MEMBERS                          Lucas Systems, Inc./                          Draper Triangle Ventures                     BPL Global, LTD.                           Medrad, Inc.
                                                        Lightfoot Inc.
             James E. Cashman III                                                                     Pradeep Khosla, Ph.D.                        Chris Simchick                             Donald H. Jones
             ANSYS, Inc.                                Thomas G. Buchanan                            Carnegie Mellon University                   SDLC Partners                              Draper Triangle Ventures
             Chairman                                   Buchanan Ingersoll & Rooney, PC               CIT Dean’s Office
                                                                                                                                                   Jim Spencer                                Angel G. Jordan, Ph.D.
             David P. Klasnick                          Eric G. Close                                 Eric Koger                                   EverPower Wind Holdings, Inc.              Carnegie Mellon University
             PNC Financial Services Group               RedZone Robotics, Inc.                        ModCloth
             Treasurer                                                                                                                             Raul Valdes-Perez                          William R. Newlin, Esq.
                                                        Giorgio Coraluppi, Ph.D.                      Mark Jay Kurtzrock                           Vivisimo, Inc.                             Newlin Investment Company
             Peter M. DeComo                            Compunetix, Inc.                              Metis Secure Systems
             ALung Technologies, Inc.                                                                                                              Robert E. Wohlford                         Frank Brooks Robinson, Sr.
                                                        Patrick Daly                                  Frank E. Livorio                             Ericsson Data Networks                     Regional Industrial
             Lynette A. Horrell                         Cohera Medical, Inc.                          Citizens Bank of Pennsylvania                                                           Development Corporation
             Ernst & Young LLP                                                                                                                                                                of Southwestern
                                                        Ilana Diamond                                 Richard R. Lunak                             EMERITUS BOARD                             Pennsylvania (RIDC)
             James W. Liken                             Sima Products Corp.                           Innovation Works                             MEMBERS
             J.W. Liken Holdings                                                                                                                                                              Jack Roseman
                                                        Sanford Ferguson, Esq.                        Marc Malandro, Ph.D.                         Jay D. Aldridge                            Roseman Institute
             Marlee S. Myers, Esq.                      K&L Gates                                     University of Pittsburgh                     JDA Associates
             Morgan, Lewis & Bockius LLP                                                                                                                                                      John R. Thorne*
                                                        Theodore G. Glyptis, CPA                      John W. Manzetti                             Glen F. Chatfield                           Donald H. Jones Center for
             Audrey Russo                               PricewaterhouseCoopers LLP                    Pittsburgh Life Sciences                     OPTIMUM Power Technology                   Entrepreneurship
             Pittsburgh Technology Council                                                            Greenhouse
                                                        Michelle Heying                                                                            James Colker                               James Williams, Jr.
                                                        DynaVox Technologies                          Sean C. McDonald                             CEO Venture Fund                           Seagate Technologies
             DIRECTORS                                                                                Precision Therapeutics, Inc.
                                                        John Houston                                                                               Mark S. Evans                              *Deceased
             Anthony R. Bridge                          Bayer MaterialScience, LLC                    Robert M. Moorehead
             United States Steel Corporation                                                          First Niagara Bank                           Confluence
                                                                                                                                                   Chairman Emeritus


          32 P I T T S B U R G H T E C H N O L O G Y C O U N C I L
RENEWED MEMBERS
All Water Systems Inc.                            Morgan Stanley Smith Barney                                DON’T MISS THE DECEMBER BREAKFAST BRIEF-




                                                                                                                                                                                   MEMBERS
Allegheny Conference on Community                 Mt. Lebanon Office Equipment Co., Inc.                      ING ENTITLED “THE BUSINESS OF HEALTH” WITH
  Development and Affiliates                       NanoLambda, Inc.
                                                                                                             CHRISTOPHER T. OLIVIA, M.D., PRESIDENT AND
Allegheny County Parks Foundation                 Nerve Marketing
Belcan TechServices Corporation                   Nokomis Inc.                                               CEO, WEST PENN ALLEGHENY HEALTH SYSTEM
Bossa Nova Robotics                               Oakland Real Estate
Bradley Brown Design Group                        Omnyx                                                      When: December 2, 2010, 7:00 AM - 9:15 AM
Bridge Semiconductor Corporation                  Open Minds LLC
                                                                                                             Where: Rivers Club, 301 Grant St #411, 15219
BxVideo Solutions, LLC                            Panasas Inc.
Carnegie Speech Company                           PEAL Center
CIBER, Inc.                                       PESTCO, Inc./AIR-SCENT International                       With more than 13,000 employees, 700 physicians and
Citrin Consulting                                 Pipitone Group                                             500 residents, West Penn Allegheny Health System is
Clark Testing Group                               Pittsburgh Penguins                                        the second-largest private employer in western
Communifx                                         Pittsburgh Transportation Group
                                                                                                             Pennsylvania. West Penn Allegheny is a five hospital,
Community College of Allegheny County             Preservation Technologies, L.P.
Compu-Fix, Inc.                                   Presidio Networked Solutions
                                                                                                             academic health system with two major teaching
Computational Diagnostics, Inc.                   Quest Analytics                                            facilities and $1.7 billion in revenue.
Concurrent Technologies Corporation               Raeder Landree, Inc.                                             Olivia has been leading the System since 2008. To
Consulting Professional Resources, Inc.           Regency Group                                              date, he has: reorganized the System’s leadership
Cowden Associates, Inc.                           Rhiza Labs
                                                                                                             structure and devised operational performance
Crossroads Development Group, LTD                 Right Management
Daedalus Inc.                                     Scalable Solutions, Inc.                                   improvement assessment and implementation plans;
Datavibes, Inc.                                   Schneider Downs & Company, Inc.                            negotiated an improved cotract with the region’s
Deborah Shapiro                                   SDLC Partners L.P.                                         dominant payor; secured gains in public funding;
Diane C. Wuycheck Public Relations/Marketing/     Semantic Compaction Systems
                                                                                                             established the mission and long term vision for the
  Communications Consultant                       Sherrard German & Kelly, P.C.
Ernst & Young LLP                                 SomnoTech, L.L.C.                                          business; put forth a major hospital consolidation
Executives Associates of Pittsburgh               South Hills Movers                                         plan; and improved operations by more than $140
Finneran & Associates, LLC                        Sprint Nextel                                              million. And Olivia has just begun! Come see how
Foerster Instruments Inc.                         Staffing Direct Business Solutions, LP
                                                                                                             Olivia is addressing the current challenges and
Frank E. Sparr & Co.                              Strategic Development
Gateway Financial Group, Inc.                     Sucevic, Piccolomini & Kuchar Engineering, Inc.            opportunities facing West Penn Allegheny and how he
Generation Technologies, L.P.                     Synergy Staffing Inc.                                       plans to lead the System to success.
GigaHertz, LLC                                    Systems Imaging, Inc.
Hamiltonian Systems Inc.                          TCG Solutions, Inc.
                                                                                                             Register for this event and other Council
Health Monitoring Systems                         Technology Blue, Inc.
Icebreaker Resources LLC                          The DBA Zone, Inc.                                         events at: www.pghtech.org/events
ICON Consultants                                  TriMech Solutions
Idea Foundry                                      Trinity Energy Corporation
IQity Solutions, LLC                              University of Pittsburgh, Office of Human Resources
Kurt J. Lesker Co.                                University of Pittsburgh, Office of Technology Management
Lang Patent Law LLC
Life'sWork of Western PA
                                                  Verizon Pennsylvania, Inc.
                                                  Warner Telecomm                                               CLICK HERE TO SEE
Manpower Professional                             Westinghouse Electric Company
MARC USA                                          Wombat Security Technologies
                                                                                                               HOW TECH COMPANIES FIND
Mastech Inc.                                      Youngstown State University                                    VALUE WITH THE PTC.
Michael Baker Corporation                         YouthPlaces, A Tides Center Project
Mizrahi Inc.

COUNCIL PARTNERS                                IIII



     The Pittsburgh Technology Council programs and products are made possible through the generous financial support of our partners and
     members like you. For more information about how you can become a partner with the Council, please contact brian lang at (412) 918-4249.
                                                                                                                                              e t e q . p g h t e c h . o r g 33
                                ...............................................................................................................................................................................................
CONTINUED...                    ...............................................................................................................................................................................................
                                ...............................................................................................................................................................................................




    CREATING VALUE STARTS WITH                                                               HTML5 SAVES THE
    STRATEGIC THINKING                                                                       WORLD - HUZZAH!
    [continued from pg. 19]                                                                  [continued from pg. 20]
    Process Capability: Information Management                                               Susan Seattle living in Fort Smith, or a Chicago barista at
    Managing and controlling the quality, access, and use of infor-                          Seattle's Best Coffee named Susan Smith. The traditional
    mation assets is an essential part of supporting effective deci-                          Web just wasn't very good at providing context.
    sion-making. Information management guides strategic thinking                                 Microdata adds context to HTML, allowing comput-
    around governance and compliance, data quality, and presenta-                            ers to understand Web pages as easily as people can. Bruce
    tion and analytics.                                                                      Willis could make it easy for search engines to find him by
                                                                                             adding this HTML5 syntax to his MySpace page:
    BI Competency: Technology
    Technology plays an important role in supporting the BI Value                            <span class="given-name">Bruce</span>
    Chain. This competency focuses on the systems infrastructure                             <span class="family-name">Willis</span>
    side of BI.                                                                              <div class="tel">310-555-1234</div>

    Technology Capability: Systems Planning                                                  Microdata formats exist for geographic coordinates, re-
    BI requires the right technology infrastructure to support the or-                       sumes, calendars, and even recipes. Search engines that
    ganization’s vision for BI adoption and use. Systems planning                            support Microdata (such as Google) can provide more ac-
    guides strategic thinking around software, network servers and                           curate search results thanks to the added context. Web
    storage, and security.                                                                   browsers can use Microdata to extract meaning from
                                                                                             pages, which opens the doors to many cool features. For
    Technology Capability: Data Management                                                   example, imagine if Firefox automatically added an event to
    Smart organizations implement best practices to control, pro-                            your calendar when you accept an Evite invitation.
    tect, enhance and deliver timely, accurate and relevant informa-                             Thanks to HTML5, cancer will be cured, Pittsburgh
    tion. Data management guides strategic thinking around                                   and Earth will remain out of harm's way, and we'll never
    database management, integration and transformation, and mas-                            have to watch another Bruce Willis film again. Huzzah! I
    ter data management.

    In the next issue of TEQ, I’ll discuss BI competencies and their
    related capabilities through the lens of Delivery. I
                                                                                             INCREASE REVENUES BY
                                                                                             ESTABLISHING RAPPORT
    Greg Steffine has been helping organizations use information                               [continued from pg. 23]
    to sell more, spend less, and work smarter for more than two
    decades now. His client experience represents a broad cross-                                   Almost 15 million views later, Microsoft realized that
    section of industry and company size, from mid-market growth                             this scenario (the double rainbow part) would beautifully
    organizations to the Fortune 500. Greg has held management                               illustrate the need for one of their products.
    positions in sales, marketing, product development, and infor-                                 In early September, Microsoft did a humorous
    mation technology and has been involved in nearly every aspect                           sendup of the original, showing us the Crazy Double Rain-
    of systems development.       As a business intelligence and in-                         bow Guy (brilliant move #1 – and he looks pretty much like
    formation management strategist, he helps clients effectively in-                         he sounds) to promote its Windows Live Photo Gallery
    tegrate people, process, and technology in order to support                              product. They had their buttoned-down corporate
    value creation. Mr. Steffine currently serves as the BI Practice                           voiceover guy exactly parrot the language of the original
    Director for SDLC Partners, L.P. You can learn more about Greg                           (brilliant move #2 – very funny and surprisingly endear-
    through his online profiles at www.linkedin.com/in/steffine and                             ing).
    www.visualcv.com/steffine. You can also reach him through                                        Payoff: Imagine one million people voluntarily view-
    email at TEQBI@sdlcpartners.com.                                                         ing your commercial and then recommending it to their
                                                                                             friends. Brilliant!!! (…to quote another commercial – Guin-
                                                                                             ness).
                                                                                                   So next time you venture into social marketing (say
                                                                                             this afternoon), try using this technique to start the con-
                                                                                             versation. I




34 P I T T S B U R G H T E C H N O L O G Y C O U N C I L

				
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