Global leader: Keith Patterson, CEO
Core activity: Business process management services
Revenue: Not disclosed
Key customers: Responsys
Entrepreneurs involved with internet start-ups sometimes speak about the need to develop an “elevator pitch”, a brief and memorable description of their company capable of exciting a potential investor in the brief time it takes to ascend through an office building.
Itensil’s elevator pitch, as delivered by CEO Keith Patterson, is a beauty.
“It’s a ‘Goldilocks and the Three Bears’ problem,” he says. “Business process management is too rigid for most businesses. Collaboration tools have no process framework at all.”
Itensil, he asserts, is “just right.
“We let you build flexible processes so you can watch them and run them in a team collaborative framework,” Patterson says.
The company aims to create software that makes it possible to automate what Patterson calls “roughly repeatable processes”.
“Traditional business process management companies are the business workflow guys and they make products that are great for high-volume, unchanging products, like mortgages or selling airline tickets,” Patterson says. “But that’s not good for people who are planning a conference or co-ordinating global medical research.”
Itensil hopes to fill this niche by not only offering process muscle, but also through tools that make it possible for knowledge workers to collaborate on a project. “Collaboration tools like SharePoint and workspaces are weak on process,” Patterson says.
Forrester Research analysts say its products are a “simple, yet powerful, solution to a problem that several major technology categories have yet to address. In charting a course between collaboration and business process management — instead of adding one to the other — Itensil brings something new and different to the market.”
The company is still in its infancy, employing just five people who develop and promote its products, which are offered in software-as-a-service mode.Simon Sharwood
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