Corporate Development For Midmarket Technology Companies
THE TRIANA GROUP, INC
CORPORATE DEVELOPMENT FOR MIDMARKET TECHNOLOGY COMPANIES The Triana Group is an international corporate development firm that enables companies to compete in the global marketplace by providing their access to new markets and expansion capital.
WHAT WE DO We work closely with companies to plan and execute their expansion strategies into new geographies. Our teams are experienced in business development, joint-ventures, mergers, and acquisitions.
GEOGRAPHIES The Triana Group is headquartered in New York City, with offices and partners in Philadelphia, the Silicon Valley, France, Germany, and the Gulf countries. Its client-base originates from Belgium, France, Germany, Israel, Italy, Norway, Switzerland, the United States, and is increasingly diverse. Each team member brings his or her own experience working with companies from around the world.
“ Triana delivered more than our most optimistic expectations.
SYLVAIN LEBORGNE, CEO, ADLEDGE (WEB SOFTWARE)
“They organized introductory meetings that quickly developed into several concrete partnership proposals. Triana was able to identify the relevant targets and set up a range of efficient prospective meetings that helped us immediately “go right to the point” with the relevant persons.”
“
in your collaborator’s know-how, judgment “ Trust and expertise is critical when they’re helping shape the direction of your company. Triana is a first-class partner that brings intelligence and efficiency to the process.
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ERIC GILLI, CEO, SECUDERM (MEDICAL PRODUCT)
BUSINESS DEVELOPMENT & SALES Our team members have worked with companies through the entire business development process: from market validation to sales development, planning, and execution. We have helped companies make strategic moves – such as entering into partnerships or developing sales channels – as well as tactical ones – from the fine-tuning of marketing material, to lead generation, or acting as their outsourced sales team and local contact point.
GEOGRAPHIES JEAN-MARIE
BERGEAL
SERVES AS
Jean-Marie subsequently turned
interim executive for selected clients
his focus on emerging companies.
and provides financial expertise in
Leveraging his unique combination
capital-raising. He started his career
of technical, business development
in New York as a Systems Engineer at IBM. He was quickly promoted to Marketing Manager, holding increas-
and financial expertise, he assists client companies in developing and implementing their expansion strategies. Jean-Marie currently acts as the
ing P&L responsibilities, and manag-
President of a software venture in the
ing relationships with selected For-
Tech sector.
tune 500 companies.
SELECTED SENIOR PARTNER PROFILE: Jean-Marie Bergeal
Jean-Marie graduated from Ecole
After eight years at IBM, he joined
des Mines de St Etienne, and holds
the banking sector where he devel-
a Master of Science from Yale Uni-
oped relationships and drove busi-
versity as well as an MBA from New
ness with medium to large US cor-
York University.
porations. At Bankers Trust, the Bank of Tokyo-Mitsubishi and Santander, he progressed from Vice President, Senior Vice President and Managing Director, taking on responsibilities for P&L as well as risk and balance sheet management. Jean-Marie Bergeal has structured financing transactions totaling in excess of $5 billion.
Our collaboration with Triana has already “ helped us generate strong interest from users
and integrators. “
GABRIELE RUFFFATI, DIRECTOR, ENGINEERING GROUP (SOFTWARE)
“ We needed to expand our distribution in the East Coast. Triana delivered. Within a few months, they built a multimillion dollar pipeline.“ DAVID ORWICK, VICE PRESIDENT & GENERAL MANAGER, ANDROJEK (DIAGNOSTICS)
“A German electronic components manufacturer retained Triana to strengthen its US sales channel: 600 calls, 550 emails, and 4 months later, we signed contracts with manufacturers’ representatives covering 28 States and 3 national distributors, adding millions of units to the company’s sales pipe-line.” CRYSTELLE DESNOYER, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.
SELECTED EXAMPLES FROM TRIANA TEAM MEMBERS’ EXPERIENCE
EXAMPLES OF SERVICES
• Developed sales reps network for
• Strategy: Market study, segmentation,
a $4 million Midwest provider of
USP & value proposition, positioning;
relations events, online marketing,
electronics components for medical
translation into elevator pitch and
community management and press
devices
sales scripts, one-pagers, brochures,
releases
• Inbound lead generation via public
PowerPoint presentations • Conferences, tradeshow visits, pre-
• Within 2 months, assisted a delegation of 10 CEOs of high-technology
• Assistance with development of
systems providers in obtaining meet-
US-based case studies, white papers,
ings with executives in targeted mar-
tutorials, demos, FAQs and Q&A
• Outreach and qualification of prospects, follow-up until closing
ket verticals. Result: 3 days, 2 cities, 71 meetings
sentations and demos
• Lead generation and qualification, database development for targeted
• Relationship management with
clients, distributors, value-added
channel partners; Level 1 customer
developed a partnership in NYC
resellers, consultants, other channel
support with local hotline by trained
with one of the world’s largest
partners
contact point
• For a European Internet company,
digital marketing agencies, leading to new revenue.
• Recruiting and management of parttime or full-time sales team, for short or long term sales programs
CORPORATE FINANCE & PARTNERSHIPS Members of Triana’s corporate finance group have been involved in numerous financing projects throughout their careers. They help our client companies raise the funds needed for their international expansion. Our approach is unique in the sense that we only facilitate the capital-raising process of companies for whom we provide business development services.
OMAR
MENCIN
SENIOR
Prior to USMAC, Omar worked at
the corporate fi-
the World Bank’s Paris Office, then
nance practice. Prior to Triana, he
in the New York Office of Goldman
was the President of The United States
Sachs’ Merchant Banking Division
Market Access Center (USMAC),
(which invests private equity capi-
a Silicon Valley-based high-tech
tal worldwide), and several Stanford
business incubator partner of The
University programs.
partner leading
IS
A
Omar is a graduate of Swarthmore
Triana Group. He and his teams helped dozens
College, Stanford University, the Ex-
of companies design and imple-
ecutive Development Program at
ment successful market entry strat-
Harvard Business School, and has
egies, with a focus on initial cus-
studied advanced Mandarin. He
tomer acquisition, business scaling,
holds a Doctorate in Business Ad-
capital raising, and successful exit
ministration with a focus on Finance
positioning when applicable.
from the ISM for his work on the
Between 2008 and 2010, this to-
valuation of privately-owned com-
taled over 160 million dollars in
panies. He is a member of the Pa-
growth capital raised; increased
cific Council on International Policy
revenue
some
and serves on the Advisory Board of
companies from zero to 200 mil-
an early-stage battery technology
lion dollars; and facilitated deals
company, Zeptor Corporation. He is
such as Spanish Grupo Clavijo’s
an active business angel in addition
licensing partnership with a US
to being an early investor in Clarity
manufacturer, and the Brazilian
Payment Solutions, which was ac-
Totvs -Latin America’s largest soft-
quired by TSYS in 2005.
generation,
for
ware company- R&D deal with Stanford University.
SELECTED SENIOR PARTNER PROFILE: Dr. OMAR MENCIN
“ Omar Mencin and his team assisted companies in raising more than 160 million dollars in growth capital. “
A client meeting at Triana, New York, 2011 The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document
CORPORATE FINANCE & PARTNERSHIPS EXAMPLES
Qualiac is a leading French-based provider of ERP software, with more than 50,000 users across 500 installed sites internationally, seeking acquisitions or other means of expansion into the US market. • Following a year-long partner search, due diligence, and initial collaboration, Triana facilitated a joint-venture between Qualiac and its first US partner. • The partner, California-based Synoptek, serves prominent clients such as Pacific Life, Oakley, Allergan, Hewlett Packard and more than 400 hundred other clients throughout the Western United States. Synoptek has 70 employees.
For a Sweden-based company providing specialized infrastructure for advanced on-demand TV across a broad spectrum of network topologies, Omar Mencin –while at USMAC, now a Triana partner- helped achieve the following • Receive $8M from an international investment pool • Sign a Partnership Agreement with an American supplier • Sign a Partnership Agreement with a digital TV provider
For a Finland-based company developing, designing, and manufacturing micro-optical elements, Omar Mencin–while at USMAC, now a Triana partner- helped achieve the following: • $20M sales in the US • $22M in new equity financing
All services are coordinated with appropriate service professionals as necessary. the triana group, inc. acts as a consultant and finder. it does not act as a licensed securities broker or dealer, and takes no authority to enter into any commitment on clients’ behalf, to negotiate the terms of a financing transaction, to hold any funds or securities in connection with financing, or to perform any act which would require it to become licensed as a securities broker or dealer.
IN 2012, THE TRIANA GROUP FACILITATES QUALIAC’S JOINT VENTURE WITH CALIFORNIA-BASED SYNOPTEK: Triana enabled us to come together from a business and cultural perspective and develop a common strategy. This has created the foundation to achieve significant results in the US market over the next 2-3 years.
“
“
TIM BRITT, CEO, SYNOPTEK
“ In a 5-day/5-cities roadshow, Triana secured 75 qualified contacts.
FRANCOIS BOISSINOT, PROJECT MANAGER, THE TRIANA GROUP, INC.
A meeting during a roadshow organized by Triana The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document
“
TRIANA VENTURE PARTNERS™ Via Triana, companies find an ecosystem of venture partners that can provide significant financial leverage. Triana Venture Partners is unique: it is not an investment fund but a web of relationships among qualified business owners. This network is accessible to companies with which Triana has built considerable levels of collaboration and trust.
A UNIQUE COMBINATION OF ASSETS: Triana joint-venture partners enjoy a unique combination of assets: Worldwide access to carefully selected client companies with tremendous potential, and people they trust that can help these companies realize this potential from strategy to execution. Partners work with Triana to pursue deals across multiple industries as well as internationally.
FREDERIC CHAMPAVERE HAS BEEN a Triana Group shareholder since 2010.
He started his career at Eli Lilly, where he held a number of executive positions from Managing Director at the European level, to President of Lilly France. In 1996, he joined Johnson & Johnson as a Managing Director and was promoted to President of Janssen-Cilag France. Later, the Wockhardt group of India hired him as President of Negma to restructure the company. He is also an investor and successful entrepreneur. In 2005, he founded the company Pharma Omnium, for which he raised 100 million Euros.
SELECTED INVESTOR PROFILE: Frederic Champavere
BASED IN THE KINGDOM OF SAUDI ARABIA, TRIANA GULF COUNTRIES IS A GATEWAY TO THE NEAR-EAST AND ASIAN MARKETS. IT CAN ALSO PROVIDE CONSIDERABLE FINANCIAL AND COMMERCIAL LEVERAGE.
deal was between a distribution company “ Our first we own and a medical devices manufacturer selected by Triana. We were able to reach an excellent deal for both sides. Negotiations could have fallen apart several times were it not for Triana’s mediation. As a result, we invested in this manufacturer’s distribution in our territory and placed an immediate order to purchase machines.
“
MAJED ALSULAIMAN, A TRIANA JOINT-VENTURE PARTNER
The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document
MARKET STUDIES FOR INFORMED DECISION-MAKING Informed decision-making is critical when approaching new markets. The Triana Group helps decision-makers develop or realign their strategies by providing them with competitive benchmarks, pricing studies, needs analyses, channel analysis, sales projections, and feasibility studies. It has supported go/no-go decisions and helped develop business plans for small to multi-million dollar investment projects.
JABRIL BENSEDRINE STARTED HIS
from ESSEC (he received the In-
career as a strategy consultant while
ternational Strategy Association’s
pursuing research projects in aca-
Annual Best Dissertation Award),
demia. He then took on a number of
and is an alumnus of U.C. Berke-
business roles including functional
ley’s Haas School of Business post-
management, steering committee
doctoral program. The author of
member, founder, and executive
several strategy-related articles and
board member in different compa-
chapters (publishers including John
nies and organizations. He worked
Wiley & Sons and Oxford Univer-
with several organizations in Eu-
sity Press), he continues to lecture
rope and the United States, ranging
at the Polytechnic Institute of New
from corporations to institutions,
York University. He is a member of
and research firms such as Financial
the Essec Business Angels group.
Times sister company Eurostaf. His
In 2008 he co-founded and
engagements included market stud-
provided the seed-capital for The
ies, needs analyses, competitive
Triana Group.
benchmarking, and revenue projections, leading to strategic and tactical recommendations. His main clients ranged from $1M to $18B in annual sales. A graduate of the University of Paris Dauphine in Entrepreneurship, he holds a Ph.D. in Strategy
SELECTED SENIOR PARTNER PROFILE: Jabril Bensedrine, Ph.D.
Triana Group helped us validate our “The market strategy. We are delighted to have them support our business development operations and partnership outreach for the US market.
“
BERNARD FORT, CEO, TENNAXIA (SOFTWARE), INTERVIEWED IN LES ECHOS
Face-to-face meetings, interviews and focus groups facilitate market discovery and inform strategic decision making.
PARTIAL SERVICES LIST
• Assess market potential • Scope business opportunity • Assess competitive landscape • Benchmark product vs. established local competitors • Develop user needs analysis • Recommend market entry strategy • Formulate short-list of possible partners, distributors, target segments • Recommend or adjust segments, positioning, product, pricing, promotion, distribution • Develop sales projections • Develop budget & business plan
DOZENS OF COMPANIES HAVE TAKEN ADVANTAGE OF TRIANA-SPONSORED CONFERENCES, FOCUS GROUPS, AND WORKSHOPS TO SPEED THEIR UNDERSTANDING OF NEW MARKETS AND CUSTOMER SEGMENTS
INTERIM EXECUTIVES & CAPACITY BUILDING Drawing from a panel of experienced C-level executives, The Triana Group can serve as interim management to build a company’s operations in a new market. It manages various aspects of subsidiary set-up, expansion, or transition, and helps develop and execute strategic and operational plans including scaling up capacity. It does this by recruiting full-time managers, managing service providers, and facilitating the transition to a self-sufficient phase.
LORRAINE MARCHAND HAS HELD
She left BMS to join the leading con-
executive roles in Management, Op-
tract research organizations Covance
erations, Business Development and
(Princeton) as Vice President for Late
Marketing for large pharmaceutical
Stage Services, then Clinilabs (New
and biotechnology companies, drug-
York) as its Chief Operating Officer.
development
companies,
Since then, she has helped to launch
and healthcare services companies
as an Advisor, CEO, Board Member,
in addition to academic medical
and/or Business Angel several pri-
centers and the Federal government.
vately funded medical and informa-
Over her career, she held P&L re-
tion technology companies. In 2010,
sponsibility for budgets ranging from
she joined The Triana Group, Inc. as
start-up capital to $275 million, and
Senior Partner and co-founder of its
operations on several continents.
Healthcare practice. Lorraine is Se-
service
Lorraine started her career as a
nior Associate Director for Health-
program director at The National
care at Columbia Business School
Institutes of Health where she was
and an Executive Coach at Hewlett
the founding director of a new pro-
Packard Sales University.
gram. She then joined the public re-
Lorraine holds a Masters in Pub-
lations firm Porter Novelli-Omicom
lic Affairs from the American Uni-
in New York where she was Senior
versity and M.B.A.s from Columbia
Vice President and Managing Direc-
University as well as the Lon-
tor. She later became the Executive
don Business School. She has Six
Director for Business Planning and
Sigma Certification.
Operations at Bristol-Myers Squibb.
SELECTED SENIOR PARTNER PROFILE: Lorraine Marchand
built the East-Coast presence of an Ameri“We can diagnostics company based in the Midwest. Within 5 months, we built the company’s relationships with 50 large regional hospitals, of which 14 represent a $5.4 million revenue pipeline.
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ANTONIO PINTO, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.
“Within The Triana Group, I represent a European software editor in the Americas. I act as its presales consultant, channel manager, project manager, and local technical support. Our presence has enabled us to add several partners and build a client portfolio totaling hundreds of thousands of units.” PHILIPPE CRESPI, PROJECT MANAGER FOR CLIENT COMPANY AVOB, THE TRIANA GROUP, INC
“These are very much the kind of people you want to work with. “
DR. JEAN-FRANCOIS ZAGURY, FOUNDER AND CHIEF SCIENTIST OFFICER, PEPTINOV
CAPACITY BUILDING INCLUDES • Interim-Executive services
• Secure key agreements
• Troubleshooting
• Develop ecosystem
• Adjust to foreign market and go-to-market blueprint
• Secure key professional services providers
• Provide office space
• Manage administrative processes
• Secure infrastructure
• Coordinate appropriate experts: regulatory, operations…
• Recruit and coach • Secure financing • Develop sales channel network
• Operate entity in our geographical market
THE NYC OFFICE MEMBERSHIP Business executives from around the world use The Triana Group’s Manhattan offices as their New York hub. From high-growth start-up CEOs to a senior executive team at a $1Billion company, they find that Triana’s multi-lingual and globally-minded team can bring value in many ways.
membership program was instrumental “Joininginthehelping us kick-start our US Market entry. SUSAN HAIMET, COO, DREAMFACE INTERACTIVE (CLOUD SOFTWARE)
“Before joining, a number of interested clients hesitated to work with us as they perceived us as being too far from them. Through our Triana office membership we were able to communicate with current and potential US customers more effectively and have a convenient, centrally located office space in New York City to host meetings while in the US. The result was almost immediate. The first week we used the space for meetings, we were able to sign our first agreements. This also gave us the opportunity to interact with the Triana team and attend Triana sponsored networking events, which brought us tremendous value and expanded our US-based network. I highly recommend Triana’s office membership program as a first step for any company considering expanding to the US.”
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A REAL PHYSICAL PRESENCE • Physical address • Dedicated NY phone number & forwarding • Desk and wireless Internet • Conference room access • Mail forwarding
A BUSINESS HUB • Access to selected service providers • Access to networking events • Strategy sessions with senior partners • Numerous resources available to office members for flexible fees (Executive Assistant; Translation; and a set of services offering an end-to-end solution for your business expansion)
Triana office, New York, 2012
HOW WE WORK BUSINESS MODEL Although some of our shareholders are investors, The Triana Group itself is not an investment fund. Its revenue model ranges from fee-for-service to joint-venturing, and various agreements in between. Engagements typically include success fees (sales commissions, bonuses, equity, or other forms of compensation) with budget advances and other servicing fees.
PROCESS AND QUALITY CONTROL An engagement partner has overall responsibility for a project, and mobilizes appropriate resources within Triana and from its network of advisers and sub-contractors totaling 200+. For quality control purposes, each engagement is presented periodically for review by Triana peers.
OWNERSHIP AND CORPORATE STRUCTURE The Triana Group, Inc., and its subsidiaries Triana Technologies, Inc. and Triana Life Sciences, Inc., are privately-held corporations registered in the State of New York. Capital was provided by a family-owned holding and individuals originating from three continents. The Triana Group is also the co-owner of a joint-venture in the Gulf countries.
We report back to clients weekly or monthly. I pre“ pare supporting documents with concrete numbers and results, from which they can observe our team’s progress and efficiency to reach set goals.
“
CRYSTELLE DESNOYER, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.
KEY FACTS YEAR FOUNDED 2008 COMPANIES ASSISTED (several for multiple projects) 37 ANNUAL NUMBER OF PROJECTS 2008: 2 2009: 8 2010: 11 2011: 25 CLIENT SIZES <$1 million (smallest) $1 billion (largest) ENGAGEMENT DURATION 52% short term engagements (3-to-6 month projects) 48% long term engagements (12-month contracted services) 55% short term projects lead to long term engagements SECTORS Technology: 42% Healthcare: 38% Other: 20% ABOUT OUR NAME A crew member with Christopher Columbus, Rodriguo de Triana was the first to spot land. “Triana” reflects the company’s mission to guide its clients into new territories.” JABRIL BENSEDRINE, CO-FOUNDER, THE TRIANA GROUP, INC.
Participants network during a Triana-organized business workshop
THE TRIANA GROUP, INC
Disclaimer: The Triana Group is committed to conduct its business ethically, with integrity and in compliance with all applicable laws and regulations. It coordinates its activity with appropriate service professionals as necessary. It is not a venture fund, an investment bank, a broker dealer, an investment clearinghouse, an investment advisor, nor registered with the Securities Exchange Commission or any state securities commission; it takes no authority to enter into any commitment on clients’ behalf or on investors’ behalf, to negotiate the terms of a financing transaction, to hold any funds or securities in connection with financing, or to perform any act which would require it to become licensed as a securities broker or dealer. Any information provided by The Triana Group regarding possible transactions is for informational purposes only, is intended only to qualified recipients who request it expressly, and is not intended for the general public. Any transaction involving financing or securities shall be directly negotiated by the parties to the transaction without involvement of, or participation by The Triana Group. Recipients of information provided by The Triana Group in any format acknowledge that such information: is not an offer to sell or solicitation to buy any security; recipient chooses individually whether and how to use such information, and whether to consider any action; that The Triana Group makes no representations or warranties regarding such information; that each recipient is responsible to conduct any investigation necessary to verify the factual information submitted and is responsible for any action taken; that the parties are responsible for their own due diligence and that The Triana Group does not negotiate for them the terms of any transaction; that all transactions involve a degree of risk, and that The Triana Group, its directors, employees, contractors or other affiliated individuals are not responsible for recipients’ use of such information, transaction, or results of such transactions.
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