As an award-winning magazine, TEQ focuses on the technology, business and entrepreneurial communities in the region.

1. P I T T S B U R G H
A Publication of the
F A L L 2 0 1 0
2010 DATA AWARD WINNER,
JESSE BEST, LIVES UP TO HIS NAME
READ THE STORY ON PAGE 12.
NATURAL GAS DRILLING
EXPERTS, KW INTERNATIONAL,
OPEN PITTSBURGH OFFICE P. 16
FOSSIL FREE FUEL AND
OPTIMUS TECHNOLOGIES ARE GROWING
THEIR OPERATIONS IN BRADDOCK P. 6
..................................................................................................................................................................................................................
..................................................................................................................................................................................................................
teQ
BESTinShow
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3. FROM THE PRESIDENT
Let’s change our
entrepreneurial
culture!
teQ
P I T T S B U R G H
A Publication of the
TECHNOLOGY. ENTREPRENEURSHIP. QUALITY.
VOLUME SIXTEEN, ISSUE SEVEN, FALL 2010
WEB: news.pghtech.org BLOG: techburgher.pghtech.org
TWITTER: pghtech RADIO: TechVibe Radio 1410 AM KQV
8
ON THE COVER [12]
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.
FEATURE [6]
ASA WATTEN AND COLIN HUWYLER
ARE GROWING FOSSIL FREE FUEL
AND OPTIMUS TECHNOLOGIES
IN BRADDOCK.
.............................................................................................................................................................................................
JESSE BEST, THE 2010 DATA AWARD
WINNER, LIVES UP TO HIS NAME.
PITTSBURGH TEQ is published seven times a year by the Pittsburgh Technology Council,
2000 Technology Drive, Pittsburgh, PA 15219-3110;
© Pittsburgh Technology Council, 2010. All rights reserved. PITTSBURGH TEQ can be found on the World Wide Web at
www.pghtech.org. Address all editorial mail and letters to Jonathan Kersting, Editor, PITTSBURGH TEQ. Address all changes of ad-
dress and undeliverable copies to Circulation Department, PITTSBURGH TEQ. Adjustment to request should be accompanied by a
mailing label.
RATES: $29.95 per year. Out-of-town and foreign subscriptions are available at regular rates, plus required postage.
[26]
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........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
CONTENTS
Jesse Best: People just need to buy more art
and less flat screens. Applied correctly, this
formula should work in any city.
eteq.pghtech.org 3

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4 PIT TSBURGH TECHNOLOGY COUNCIL
MAIN NUMBER: 412 687 2700
FAX NUMBER: 412 687 5232
TOLL-FREE NUMBER: 800 388 8820
e-mail: info@pghtech.org
WEB SITE: www.pghtech.org
Dial412.918.4280andthethree-digit
extensionbelowtoreachoneofour
staffmembers:
MEMBER SERVICES Brian Kennedy, x297
SPONSORSHIP Brian Lang, x249
ADVERTISING/SALES Emily Goss, x235
EDITORIAL Jonathan Kersting, x295
The Pittsburgh Technology Council is
a regional association of technology
companies, professional service firms, and
academic and civic organizations working
to foster the development and growth of
the technology industry in western
Pennsylvania.
This newsmagazine serves the business-
to-business information needs of area
technology companies. Information is
obtained from sources considered to be
reliable, but its accuracy cannot be guar-
anteed. No information or opinion ex-
pressed herein constitutes a solicitation
for the purchase or sale of any securities.
Opinions expressed are those of the iden-
tified spokespersons and do not necessar-
ily reflect the views of this newsmagazine
or the Pittsburgh Technology Council.
The acceptance of advertising does not
imply an endorsement by the publisher.
PRESIDENT AND CEO
Audrey Russo
ASSOCIATE PUBLISHER
AND EDITOR
Jonathan Kersting
CREATIVE DIRECTOR
Kim Chestney Harvey
PRODUCTION MANAGER/
STAFF WRITER
Matt Pross
ADVERTISING SALES
Emily Goss
CONTRIBUTING WRITERS
Rick Cancelliere
Tim Hayes
Mike Matesic
Ron Morris
Dave Nelsen
Michael Righi
Greg Steffine
PHOTOGRAPHY
Jonathan Kersting
PROOFREADER/
COPY EDITOR
Chris McClure
PRINTING
Fry Communications
COUNCIL
CONNECTIONS
14 FLASH FORWARD
Chorus Call launches new
social networking platform -
Concert-oh.
15 BUY THIS
Go anywhere with
high-speed CLEAR 4G.
16 FIRST LOOKS
Houston-based KW
International hopes to
grow operations in SWPA.
17 PULSE
Local tech entrepreneur, Razi
Imam, is “Driven” to succeed.
FEATURES
[14]
[17][16
[15]
[18] [21][20] [22] [23]
ON THE MIND
[24] COMMUNITY CAUSE The Refresh Kittanning Project is leading economic development efforts in this quaint town.
[28] PUBLIC POLICY Can governor-elect Corbett transform state government?
[30] STEM TALENT The best tech talent is at your fingertips!
[ 3 1 ] COUNCIL BIZ-DEV Explore the Floor is the perfect environment for manufacturers to build business.
18 BUSINESS ADVISOR Venture capital investment in the cleantech sector continues to grow.
20 OFF THE SHELF Why HTML5 will save the world.
21 START ME UP To ensure a successful product launch, master the art of publicity.
22 E-CORNER True entrepreneurs always “find a way” in the face of adversity.
23 INTERACTIVE Increase sales by establishing rapport through social media.
KNOW HOW!
KW INTERNATIONAL
ESTABLISHES
PITTSBURGH PRESENCE
TO SERVICE
MARCELLUS SHALE DRILLERS

5. .......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
eteq.pghtech.org 5
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
collapseofthesteelindustry,thesepartsoftownarebouncingbackwith
auniquemixofthearts,smallbusiness(includingtechstartups),retail
and residential development.
Brownfields in Hazlewood have been converted to technology
parks. The Pittsburgh Technology Council sits on the Pittsburgh Tech-
nologyCenter,oneofthefirstreclaimedbrownfields.Homestead’sWa-
terfront and the South Side Works have begun integrating retail,
residentialandofficespaceintoformerindustrialsites,drawingcrowds
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
holdingontighttryingtoattractnewindustriesandmaintaintheirwith-
ering population bases.
Inparticular,Braddock,justafewmilesupthe“MightyMon”from
Pittsburgh,hasbeenseverelyhit.Justthispastyear,thingsdeteriorated
further as the community lost its namesake hospital.
But, there is hope. A renaissance could be taking shape in
Braddockinaslightlylesstraditionalwayastwogreentechnologycom-
panies have leveraged inexpensive rent, a centralized industrial setting
andaccesstoaskilledworkforce.OptimusTechnologiesandFossilFree
Fuel are true technology pioneers setting up shop along the main drag
in Braddock to take a chance on building an alternative fuels hub.
FossilFreeFuelisinthebusinessofproducingfuelfromwasteoils.
Theycollectdiscardedgreasefromrestaurantsandturnitintofuelthat
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
forindustrialequipment,heavymachinery,deliverytrucksandevenan
old Mercedes Benz 300D. The market is massive!
ThecompanieshaveambitiousplanstoturnBraddockintoagreen
energy center, hopefully helping to also play a role in revitalizing this
long-ailing town, without a TGI Fridays or Target. Learn more about
thesecompaniesonpage6.Whileyou’reatit,seehowKittanningistry-
ing to attract more businesses on page 24.
Withtheintroductionoftechcompaniesandbrashentrepreneurs,
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
TECH COMPANIES
CAN BUILD BETTER
COMMUNITIES
TECH KNOW

6. 6 PIT TSBURGH TECHNOLOGY COUNCIL
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE
FUTURETwo small, Braddock-based
startups are betting big on
biofuel. If successful, they
will develop an industry
niche that could create
energy independence and
rebuild a struggling community...
With the UPMC Braddock hospital closing down ear-
lierthisyear,thepainandsufferingofoneofAllegheny
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
tryingtobringbackthestrugglingcommunitybystart-
ing and developing new businesses on Braddock’s his-
toric main street. Fossil Free Fuel and Optimus
Technologies are two green technology startups that
are committed to growing their operations in Brad-
dock and redeveloping the community in the process.
THE TECHNOLOGY
FoundedinMedina,NYin2005asFossilFreeFuel,thecompany
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
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.
p
By Matt Pross, Staff Writer > Photography by Jonathan Kersting > Design by Kim Chestney Harvey
FUTURE

7. ............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE
E FUELS
eteq.pghtech.org 7
CONTINUED >>
“Whenwefirststartedthecompany,wewereconvertingvehiclesonaone-offbasis,”ColinHuwyler,Co-founderofFossilFree
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-
cationsinagricultural,commercialandindustrialmarkets,”hecontinued.“ThecommercialapplicationoftheVectorSystemcosts
between$8-10Kpervehicleandwearecurrentlyworkingwithseveralclientsacrossdifferentmarketsinpilottestsofthesystem.”
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.
Huwylerco-foundedFossilFreeFuelwithDavidRosenstraus,whoisnowCOOofOptimusTechnologies.Inadditiontobeing
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.
E FUELS

8. 8 PIT TSBURGH TECHNOLOGY COUNCIL
TEQ: Quickly tell us about Optimus and its products.
COLIN HUWYLER: Optimus is a Pittsburgh-based company with our oper-
ations located in Braddock, Pa. The primary product that we manufacture
is the Vector system; this system enables diesel engines to operate on a
variety of renewable fuels. The system is a retrofit that can be utilized in
any application with a diesel engine; our focus is on commercial and in-
dustrial users.
The great thing about this technology is it has such diverse applica-
tions; diesel engines power our economy. From agricultural tractors to
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-
tion. The down side is that we are heavily dependent on imported oil, which
raises huge national security and environmental issues. For businesses, the
volatility in the petroleum market can have a huge impact on their bottom
line; the Vector product allows our clients to save money and stabilize their
costs by utilizing next-generation renewable fuels.
We also manufacture two additional product lines, the Apex and the
Exotherm. The Apex is a self-contained combined heat and power unit de-
signed for food service facilities. The Apex plumbs into a facility’s fryer bank
and processes used vegetable oil into electricity. The system provides the
additional benefit of offsetting hot water usage for the kitchen or restrooms.
The Exotherm is a commercial heating system that can operate on
waste petroleum oils such as hydraulic fluid, transmission oil or motor oils
in addition to any of the biofuels compatible with the Vector system.
TEQ: So the Vector, Apex and Exotherm are all designed and
built in the region? Tell us more about that.
CH: We currently design and manufacture these products at our Braddock
facility. We’ve been at our current location since 2007 but we’ve run out of
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
UP CLOSE&
PERSONAL WITH
ColinHuwyler
“For a number of years, our fuel operations have been in bootstrapping
mode,”AsaWatten,CEOofFossilFreeFuel,explained.“Now,wearecompletely
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
storesintheareatocollectthewasteoil-orpureplantoilasWattenreferstoit
- 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
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,thispastsummerthecompanyexpandeditscurrentcapacityfrom800
to2,500gallonsamonthandisontrajectorytocontinuedoublingitscollections
several times a year.
“PurePlantOilhasseriousenvironmentalbenefitsoverotherbiofuelslike
corn ethanol and biodiesel because it takes minimal energy and cost to
produce,” Watten explained. “When compared with petro-diesel, it is far
superior from a cost standpoint and an environmental perspective as it offers
significant decreases in the emission of poisonous unburned hydrocarbons,
carbon monoxide, carbon dioxide, particulates and sulfur oxides.”
Optimus’ Vector technology is capable of but not limited to operating on
pure plant oil, algae oil, animal fats, bio-crude, pyrolysis oil and all blends of
biodiesel.
THE COMMUNITY
Although Optimus and Fossil Free Fuel officially split their operations earlier
this year to maximize growth opportunities, the two companies are still work-
inghand-in-hand.Bothstartupsareportfoliocompaniesofseed-stageinvestor,
Idea Foundry. In collaboration with the non-profit organization, Pittsburgh
Region Clean Cities (PRCC), Optimus and Fossil Free are pursuing the devel-
opmentoftheBraddockBiofuelsBlock,whichisaprojectdesignedtoredevelop
the vacant gateway block of Braddock and establish a regional biofuels
innovation hub through the development of: an advanced fuel system
manufacturing,installationandtechnologydevelopmentfacility,analternative
fuel station, public resource center and headquarters for PRCC, and a
zero-waste biofuel pilot facility and biomass liquid fuel research laboratory.
While the $2 million needed to fund the project has yet to be approved,
Huwyler and Watten said that if the Braddock Biofuels Block does indeed
become reality it would create approximately 100 jobs, produce 2.5 million
gallons of biofuel annually and redevelop two brown fields in Braddock.
“It will be terrific if we pull this project off because it will be the first thing
you see as you enter Braddock,” Watten said. “The only thing slowing us down
is the necessary capital to move forward with development.” I
[ABOVE] IF STATE FUNDING IS APPROVED FOR THE BRADDOCK
BIOFUELS BLOCK, THE PROJECT WOULD REDEVELOP THIS VACANT
LOT INTO A REGIONAL BIOFUELS INNOVATION HUB.
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE

9. p
eteq.pghtech.org 9
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE
CONTINUED >>
[BELOW] OPTIMUS COO, DAVE ROSENSTRAUS, WELDING A
COMPONENT OF THE COMPANY’S VECTOR TECHNOLOGY FUEL SYSTEM.
ROSENSTRAUS CO-FOUNDED FOSSIL FREE WITH HUWYLER IN 2005.
facility. That would give us space to
scale our production and build a
much larger, much needed,
research lab.
Although our sales are
primarily regional, we have a
deployment strategy to distribute
our products nationally; however,
we are committed to the region and
intend to keep all of our production
right here is southwestern Pa.
TEQ: You’re a pioneer in this
industry and leading the
charge to rejuvenate Brad-
dock. Tell us what’s happen-
ing in Braddock and how
Optimus and Fossil Free are
playing a role.
CH: When we moved to the area,
we had a new company and two
employees; we’ve now expanded
into two companies, more than
doubled our staff and Optimus
alone is targeted to be at 12 em-
ployees by the end of next year.
Braddock is a place with a rich his-
tory and a promising future and
there are a lot of great things going
on here that we’re excited to take
part in. Our primary focus is on
growing our business and ulti-
mately that’s a driver for so many
other things, but we’re active in the
community as well.
As we scale, we’ll be looking to
employ people from the region and
we’ll have a variety of positions all
requiring different skill sets. This
region has a legacy of industrial
knowledge that has been lost in
most other parts of the country but
we also have an expansive and
ever-emerging tech industry. It’s
really the best of both worlds; for
our scale-up we will be hiring ma-
chinists, welders and engineers,
but we’ll also need a sales force and
management team that under-
stands emerging industry and new
technologies. I think that business
development and job creation is the
key to revitalizing economically
depressed areas.
TEQ: What’s been the coolest
thing about building Optimus?
CH: That’s tough. Building a com-
pany is such a challenging process,
but seeing your ideas transform

10. into a commercialized product is really awesome. We have a partnership with Giant
Eagle that we’re expanding upon right now. They’ve been piloting an early version
of the Vector system for about two years now and with the next phase of the part-
nership we’re going to be retrofitting 10 of their distribution trucks. I’d say most
people don’t put too much thought into how groceries actually get onto the shelves
at Giant Eagle. It’s been amazing working with them and seeing the logistics and
operational infrastructures that go into actually getting a loaf of bread onto the
shelves. It’s really cool to shop there knowing that we had something to do with
that process.
We get to work with people from all different backgrounds and who have had a
variety of different experiences. I’d have to say that the relationships we’ve built have
beenthemostrewardingaspectofbuildingthecompany.Asayoungentrepreneur,the
thing I appreciate the most is the willingness of people to help. It’s incredible to have
somanypeoplethatarewillingtolendahandorgiveaperspectiveonsomethingthat
may be similar to a situation that they’ve experienced in the past.
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
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
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
of the major manufacturers are struggling with biofuel integration strategies and
the Vector technology has a number of proprietary solutions that would simplify
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-
gardless of the base fuel. The primary fuels utilized today are pure plant oil and
biodiesel. The feedstock of these is typically waste vegetable oil from
the food service industry, but we anticipate a commercial scale algae
oil solution to emerge in the next few years. The main constraint on
algae oil production currently is the cost; most manufacturers are try-
ing to combine the oil growth, extraction and biodiesel processing in
one operation. The Vector system would enable the algae oil to be used
without post-processing it into biodiesel, which brings the cost down
significantly. Algae oil is the most promising next-generation fuel and
we’re here to help ensure that you’ll be able to utilize it within the next
five years! I
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE
As a young entrepreneur,
the thing I appreciate the most is
the willingness of people to help.
It’s incredible to have so many peo-
ple 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.
10 PIT TSBURGH TECHNOLOGY COUNCIL

11. 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:
[TOP] COLIN HUWYLER (LEFT) AND ASA WATTEN STANDING NEXT TO FOSSIL FREE’S
450-GALLON FUEL COLLECTION VEHICLE, BIG RED. [BOTTOM] AS PART OF THE
BRADDOCK BIOFUELS BLOCK REDEVELOPMENT, THIS VACANT GAS STATION WOULD BE
TRANSFORMED INTO AN ALTERNATIVE FUELS FILLING STATION.
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FEATURE
THE TOTAL ENERGY TECHNOLOGY
CLUSTER GREW FROM 832
COMPANIES IN 2005 TO 902
COMPANIES IN 2009.
EMPLOYMENT IN THE INDUSTRY
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-
ROLL, THE REGION’S ENERGY
TECHNOLOGY INDUSTRY GREW
NEARLY 20 PERCENT BETWEEN
2005-2009.
THE AVERAGE WAGE OF A JOB IN
THE INDUSTRY IS IMPRESSIVE AS
WELL, COMING IN AT $71,645 IN
2009, A 7.1 PERCENT INCREASE
FROM 2005.
p
p
p
p
eteq.pghtech.org 11
Industry Stats
CLICK HERE TO WATCH A VIDEO OF
COLIN AND ASA DETAIL THEIR COMPANIES.

12. 12 PIT TSBURGH TECHNOLOGY COUNCIL
................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ONTHECover
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
2010 DATA 15 MINUTES AWARD
WINNER LIVES UP TO HIS NAME
P
“TECHNOLOGYDEFINITELYINFLUENCESMYWORK. WHETHERIT’STHE
MATERIALSIUSE,SUCHASTHEEPOXYRESINORTHESCIENCESPECIALI
WATCHONDEEPSPACE,TECHNOLOGYISAFFECTINGWHATICREATEAND
HOWICREATEIT. ATTHISPOINTINHISTORY,ITHINKIT’SUNAVOIDABLE.”
BESTinShow
DON’T MISS JESSE’S
UPCOMING SHOW AT
THE GALLERY 4
IN SHADYSIDE
SPRING 2011
By Jonathan Kersting, Associate Publisher [jkersting@pghtech.org]

13. eteq.pghtech.org 13
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ONTHECover
wasn’t limited by budget or politics. I’m
addicted to the freedom and control I have as a
fine artist.
TEQ: What inspires you to do what you
do?
JB: As for the work, I am a mixed media painter
working with wood, stains, acrylic, spray-paint,
and resin. My subject matter swings from blue-
collar alcoholism to parallel universes and
whatever else falls in between. I’m attracted to
not only the conceptual message of the work,
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.
[BOTTOM RIGHT]
JESSE HARD AT WORK
AT HIS HOUSE IN SOUTH
OAKLAND, WHICH CO-
INCIDENTALLY IS THE
VERY SAME HOUSE THE
WORLD-FAMOUS PITTS-
BURGH ARTIST, ANDY
WARHOL, GREW UP IN.
[TOP RIGHT]“TOOTS”
[BELOW] EXCERPT
FROM “KARL”
PHOTOGRAPHY BY JONATHAN KERSTING
CLICK HERE TO WATCH
A VIDEO OF JESSE BEST.

14. 14 PIT TSBURGH TECHNOLOGY COUNCIL
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-
torsatlongtimeMonroeville-basedtechpioneerChorusCall
thoughtso,andhaveintroducedanewapplicationthattakes
social networking to the next level.
Dubbed “Concert-oh,” its aim is nothing less than to revolutionize the
socialnetworkingworldthroughmulti-user,live,interactiveaudioandvideo.
It’s like Skype on steroids, and it’s absolutely free. The product will be sup-
ported by advertising once user rates have reached a critical mass.
“We’re using the world-class teleconferencing and videoconferencing
capabilities of Chorus Call to elevate social networking,” explained Ben
Schmitt, Marketing Specialist for Concert-oh. “This product allows you to
sign up, make friends, and set up live video chats with up to 10 friends at a
time, using your webcams. Concert-oh audio conferencing can include an
unlimited number of participants.”
Add in document sharing functions, the choice to make chats public or
private, use of simultaneous PowerPoint presentations, and other features,
and you can tell Go to Meeting to go someplace else.
And,inwhatmaybethemostinspiredordiabolicalapplicationofall,de-
pending on your point of view about such things – Concert-oh is also being
marketed to politicians as the perfect way to conduct Town Hall meetings
with large groups of voters and constituents, as Schmitt explained.
“Concert-ohisWeb-basedandsimpletouse,it’savailablefreeofcharge,
and it has superb video and audio quality,” he said. “During the campaign
season and afterward, elected officials can use Concert-oh to communicate
directly with groups of people they represent, and then can use a special
Q&A feature. This permits the host to speak directly to individuals one at a
timewhiletherestoftheparticipantscanhearwithoutdistractionsorback-
groundnoise.It’sawaytointeractdirectlywhilekeepingtheeventorganized
and respectful.”
Introduced in early September, the company has incorporated im-
provementssuggestedbyearlyuserstomakeConcert-oh’sregistrationand
navigation easier, and those efforts will continue, he said.
Schmitt acknowledged that the idea behind Concert-oh, as manifested
inthecleartechnologicaladvancementbeyondthefamiliarandcomfortable
world of social networking today, may hold some potential users back. But
he offered these thoughts on that subject.
“Once you get over the intimidation factor of using this new offering,
people have found that it’s really easy and they stick with it.”
“OurgoalistomakeConcert-ohasuser-friendlyandwelcomingaspos-
sible,” he added. “The opportunities for users in accessing this product are
endless. Catching up with old friends, conducting business meetings, hold-
ing fantasy football drafts, coordinating study groups, hosting virtual uni-
versitylectures,orjustgettingtogethertoholddiscussionsonanytopicyou
and your friends like – it’s the new way to meet and socialize with less typ-
ing and more talking.” I
NEW CHORUS CALL TECHNOLOGY HAS POTENTIAL TO REVOLUTIONIZE
SOCIAL NETWORKING…MORE TALKING, LESS TYPING
W
CONCERT-OHBy Tim Hayes, Contributing Writer
FLASHForward
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Dubbed“Concert-oh,”itsaimisnothinglessthanto
revolutionizethesocialnetworkingworld
CHORUS CALL’S AIMEE MILLER, JOE HEULER AND BEN SCHMITT ARE
READY FOR CONCERT-OH TO TAKE SOCIAL MEDIA TO A NEW LEVEL.

15. eteq.pghtech.org 15
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................BUYThis
CLEARWIRECORPORATION,ONEOFTHETOP
PROVIDERS OF WIRELESS BROADBAND SERV-
ICES AND OPERATOR OF THE LARGEST 4G
NETWORK IN THE COUNTRY, LAUNCHED ITS
CLEAR®
4G, A TAKE-IT-WITH-YOU INTERNET
SERVICE FOR BUSINESSES AND CONSUMERS
IN PITTSBURGH EARLIER THIS FALL. With
CLEAR, anyone can now use the Internet at
speeds four times faster than 3G – whether at
home, in the office, or on-the-go within CLEAR
coverage.
In Pittsburgh, CLEAR covers more than
820,000 people. Regionally, service extends from
North Hills to South Park and from Monroeville to
Carnegie. A detailed coverage map of CLEAR 4G
service is available at www.clear.com/coverage.
“WithCLEAR,residentsnowhaveafast,mobile
Internet connection that goes with them over the
rivers and throughout the Pittsburgh area,” said
Jeannie Weaver, Regional General Manager for
CLEAR.“We’reofferinggame-changingaccesstothe
Internet. For the first time, consumers are able to
wirelessly access the Internet at super-fast speeds,
ataffordableprices,andwithoutlimitsonhowmuch
data they use.”
The CLEAR experience is similar to wi-fi but
without the short-range limitations. CLEAR uses
wireless 4G technology that differs from wi-fi
because it provides service areas measured in miles,
notfeet.CLEARalsooffersaveragemobiledownload
speeds of 3 to 6 mbps with bursts over 10 mbps.
Outside the CLEAR 4G service area, dual-mode
4G/3Gmodemskeepuserscontinuallyconnectedby
leveraging Sprint’s 3G data network.
With CLEAR, people can stay better con-
nected and more productive. For example:
• Atravellingbusinessexecutivenolongerneeds
to seek out wi-fi hotspots or be constrained by the
speeds and limitations of 3G modem cards;
• A college student can now have affordable
Internet service whether at home, on campus or
on-the-go;
• A commuter can now work on large files or
stream their favorite shows while riding the bus or
train;
• A busy parent can now keep kids occupied
studying or playing games in the back of the family
minivan.
Clearwire offers several ways to connect to
CLEAR 4G service – via a modem, mobile device, or
a 4G-embedded laptop or netbook.
I tested out the CLEAR 4G+ Mobile USB on my
MacBookPro.Isimplyplugged-inthecompactClear
4G+ Mobile USB into my laptop to get online. This
dual-mode 4G/3G modem gives users access to the
4G network in the CLEAR coverage area and to 3G
coverage nationwide.
Thedeviceworkedseamlesslyafteraquicksoft-
ware download. I never tapped into the 4G network
andallofitsgoodness.The3Gwasworkingjustfine.
This is a pretty simple solution to ensure Internet
access.
For more information, hit www.clear.com. I
PLUG ‘N PLAYBy Jonathan Kersting, Associate Publisher [jkersting@pghtech.org]
CLEAR 4G SERVICE MAKES
INTERNET ACCESS EASY

16. 16 PIT TSBURGH TECHNOLOGY COUNCIL
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................FIRSTLooks
PA NANO CENTER ANNOUNCES $980,000
IN AVAILABLE RESEARCH GRANTS
The Pennsylvania NanoMaterials Commercialization
Center (the Center) is issuing its largest request for
proposals to accelerate the commercialization of
nano-materials research.
On November 1, 2010 the Center made
available $980,000 in grant funds to Pennsylvania-
based university researchers and small and large
companies to support the development of innovative
product ideas using advanced materials and
nanotechnology.
There are two categories of funding: $30,000
grants for fast-track pre-commercialization projects
and $200,000 for full commercialization projects.
The Center is a not-for-profit organization that
has proven results in accelerating and supporting
nanotechnology commercialization for new and
enhanced products/processes critical to the U.S.
economy and manufacturing base. To date, the
Center has awarded more than $4 million to support
the development of nanotechnology.
The Center has developed a unique partnership
model which encourages the proposing teams
consisting of a combination of universities, small
and/or large companies. This collaborative approach
produces an innovative technology supported by a
business development team with experience in the
market, customer base and manufacturing;
components necessary for commercial success.
The Center will be hosting informational
Webinars for the RFP. Visit the Web site,
www.pananocenter.org, for more details.
Submissions are due no later than January 28, 2011.
CHEMIMAGE LAUNCHES
GATEWAY ANALYTICAL
Gateway Analytical, a new quality-focused
analytical testing and consulting services
company, opened its doors for business recently.
Despite a weak economy, testing companies like
Gateway Analytical are thriving, with an expected
annual growth rate of 5.7 percent in the next five
years according to a March 2010 IBISWorld report
on U.S. laboratory testing services. ChemImage
launched the company as a subsidiary.
“Gateway Analytical fills a necessary niche
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.
BREAKING NEWS FROM P
Get your tech news fresh off the grill
Decades of Texas-based natural gas drilling
expertise is being brought to Pennsylvania
and the subterranean bonanza of the
Marcellus Shale natural gas deposit. Lone
Star to lodestar, one might say.
At the forefront of this Texas tidal wave stands
KW International, headquartered in Houston. Ken
Wind, Founder and namesake of this 50-year-old
family run firm brings third-generation expertise to
his company. Son Kurt Wind, President and CEO,
said the Marcellus Shale offers enormous potential
for economic development and greater energy
independence, and that's why their company has
established a post here.
"You're sitting on top of one of the hottest en-
ergyplaysinthecountryinPennsylvania,"Windsaid.
"Support services have been weak to this point, we
saw an opportunity there, and there is a vast talent
pool available in the region to draw from.”
KW International sells, services, and manufac-
turessurface-levelproduction/processingequipment
for the part of the industry that operates above the
surfaceonceoilandgashavebeenextractedthrough
the well head. Examples of their products and serv-
ices include: "sand traps" that filter out frac and for-
mation sand extracted from natural gas; "slug
catchers"thatprocessliquidcollectinginthepipeline;
"separatorsandscrubbers”forentrained liquidsep-
aration; “glycol dehydrators” to remove moisture in
the gas stream; and a patented process to reduce or
eliminate BTEX emissions to name a few.
"Our goal is to bring the same high-caliber serv-
ice to the Marcellus region as we have done in Texas
for many years," Wind said. "We opened an office in
West Mifflin last February, in the middle of that
incredible snowstorm. We chose that particular
location because it is geographically in the center of
the Marcellus Shale territory, giving us the most
efficient client accessibility."
Themoststrikingvaluepropositionrepresented
byKWInternationaltoitsMarcellus-basedclientsis
the ability of its onsite staff to help their clients sort
throughequipmentrentalandpurchaseoptions,then
customizetheequipmenttotheclient'sspecificneeds
andbudget.Thisissupportedfromthebiddingstage
through startup by a seasoned team of engineers,
sales, service and project managers.
"Our company is known for its field-friendly
designed equipment that is easy to operate and
maintain," he noted. "One example that we will be
introducing in the fourth quarter of 2010 is a
modified version of the sand trap that's better
equipped to filter out sand from the fracing process.
It will be a lower profile, higher capacity, and more
economicoptiontothecurrentequipmentofferedto
the industry."
Wind said his team in West Mifflin is eager to
play a larger role in development of the Marcellus
region – for economic reasons, naturally, but for a
larger purpose at the same time.
"There's enough natural gas in the region to
provide energy for the country for more than 100
years. If we could get everyone on board and behind
natural gas, it's real impact for the U.S. could be
meaningful employment for thousands of the
currently under- and unemployed – not just in the
industry itself, but for the effect it would have on all
facets of the economy." I
KW INTERNATIONAL
ESTABLISHES
PITTSBURGH PRESENCE
TO SERVICE
MARCELLUS SHALE DRILLERS
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
By Tim Hayes, Contributing Writer

17. eteq.pghtech.org 17
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................PULSE
GET IN THE ZONE. HIT THE WALL. FIND
YOUR FLOW. ALL ADMIRABLE AND
PERSONALLY REWARDING STATES OF
MIND. BUTEACHPALESWHENCOMPARED
WITH JUNOON.
“Junoon,” a Persian word with no English
equivalent, describes a hypnotic zeal that drives
ordinarypeopletoachieveextraordinarythings.It’s
a state of healthy obsession toward achieving a
high-impactgoalthatchangesnotonlythelifeofthe
person at its center, but the lives of many others –
and all for the better.
Razi Imam, a highly successful entrepreneur,
has devoted 12 years of research into the concept of
Junoon and has published a new book titled
“Driven” (Amazon) to explain it and offer ideas on
how anyone can achieve this ideal state of thought,
focus, purpose, achievement and impact.
“I have been intrigued and puzzled as to why
some people become so successful and others
struggle so hard,” said Imam. “Education is a big
piece of it, but it’s not all. What gives people this
ability to achieve as they experience Junoon? They
enter a state of pure inspiration where one can look
at all aspects of a goal and see the plan that must be
followed to reach it.
“There is nothing unhealthy about this obses-
sive focus,” he continued. “You are able to attract
opportunities that move you closer to your extra-
ordinary goal. You reach a metaphysical phase that
protectsyoufromfatigueandillness,andthatkeeps
your mental energy high.
“Finally, Junoon brings you to a level of moral
energy, where you have the ability to do the right
thing in every instance, regardless of criticism or
obstacles,” Imam said. “You stick to your moral
principles and your commitment to achieve this
goal. It is an extraordinary process, and one that I
have experienced several times in my life.”
Imam points to global icons such as Gandhi,
Nelson Mandela, and Madam Curie as examples of
those who have experienced Junoon, but stresses
that anyone can tap into this font of intellectual,
emotional and moral clarity with the proper direc-
tionandencouragement.Forthatreason,heoffersa
workshop to help people get into a state of Junoon.
HislatestpracticaldemonstrationofJunoonin
actioncomesthroughhisfirm113Industries,whose
purpose is to build and sustain an “advanced
materialscluster”forPittsburgh,centeredatthefor-
mer Seagate facility in the Strip District.
“We have a building right here, ready for im-
mediate use, that is the best advanced materials re-
search facility in North America – and it’s standing
there empty,” he said. “At 113 Industries, we are
working to attract advanced materials companies
and support funding here to transform the region
intoacenterofresearchandinnovation.Asthishap-
pens,theeconomicbenefitscanbeverypowerfulas
support and service providers come in, high-level
talentlocatesherebecausetheyknowtherearemul-
tipleemployers,andPittsburghcanbecomeabrand
location for advanced materials.” I
DRIVEN TO SUCCEED
BNY MELLON RECEIVES
EPA GREEN POWER LEADERSHIP AWARD
BNY Mellon recently announced that it has received
a 2010 Green Power Leadership Award from the U.S.
Environmental Protection Agency (EPA). The annual
awards recognize the country’s leading green power
purchasers for their commitment and contribution
to helping advance the development of the nation’s
voluntary green power market.
BNY Mellon was one of only 10 organizations
nationwide to receive a Leadership Award in the
Green Power Purchase category. The award
recognizes EPA Green Power Partners who
distinguish themselves through purchases of green
power from a utility green-pricing program, a
competitive green marketer or a renewable energy
certificate (REC) supplier.
BNY Mellon purchases nearly 230 million
kilowatt-hours (kWh) of green power annually, which
is enough green power to meet more than 75 percent
of the organization’s purchased electricity use in the
United States. BNY Mellon is buying a utility green
power product and RECs from NextEra Energy
Resources and Pepco Energy Services for renewable
energy projects in the United States that use wind
and solar power to generate electricity without
producing carbon dioxide or other harmful
pollutants. Through the NextEra partnership, which
represents a majority of BNY Mellon’s green
investment to date, 100 percent of the revenue is
directed to The EarthEra Renewable Energy Trust to
build new facilities, accelerating the construction of
renewable energy projects.
BNY Mellon currently ranks #17 on EPA’s
National Top 50 list. EPA updates its Top Partner
Lists quarterly at www.epa.gov/greenpower/toplists.
NEWTON CONSULTING NAMED TO
PRESTIGIOUS INC. 5000 LIST
Newton Consulting, LLC, an information technology
and human resource management consulting
services outfit, has been named to the prestigious
Inc. 5000 list, a compendium of the most entrepre-
neurial and fastest growing companies in America.
“We are thrilled to have been named by Inc.
magazine as one of the nation’s top entrepreneurial
companies,” said Rick Newton, the company’s
President and Founder. “Our company differentiates
itself in the marketplace by our customer-focused,
values-driven services and our unique shared
ownership operating model that attracts and retains
the top talent in the consulting industry,” he said.
burgerITTSBURGH’S TECH SCENE
every day at www.techburgher.com.
..........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
LOCAL TECH
ENTREPRENEUR
RAZI IMAM’S
NEW BOOK
DETAILS THE
CONCEPT OF
“JUNOON”
WHAT GIVES PEOPLE THIS
ABILITY TO ACHIEVE
AS THEY EXPERIENCE
JUNOON? THEY ENTER A
STATE OF PURE INSPIRA-
TION WHERE ONE CAN
LOOK AT ALL ASPECTS OF
A GOAL AND SEE THE
PLAN THAT MUST BE
FOLLOWED TO REACH IT.
By Tim Hayes, Contributing Writer

18. IN ADVANCE OF THIS YEAR’S ALWAYSON GOING GREEN
SILICON VALLEY CONFERENCE, KPMG AND ALWAYSON
SURVEYED LEADERS IN THE VENTURE CAPITAL COM-
MUNITY ON SOME OF THE CRITICAL ISSUES FACING
THE CLEANTECH SECTOR. BETWEEN THE ECONOMY,
THE RECOVERY IN THE IPO MARKET, AND LOOMING
TAX AND REGULATORY CHANGES, 2010 IS TURNING OUT
TO BE AN INTERESTING YEAR FOR THE VENTURE
CAPITAL COMMUNITY.
Cleantech continues to be a key investment sector for venture capital, and our
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
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
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-
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
at 24 percent.
Transaction activity is starting to rebound, and VCs are bullish on prospects
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
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-
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-
uations.
Government and public sector involvement last year was a key driver of clean-
tech activity. Respondents are unsure how that will continue. Fifty-one percent
expect further increases in cleantech funding from the federal government, re-
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-
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
percent in 2009.
In terms of other industry trends, 64 percent do not believe that cellulosic ex-
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 PIT TSBURGH TECHNOLOGY COUNCIL
B Y T O M M O O N E Y, K P M G T M O O N E Y @ K P M G . C O M
VC INVESTMENT IN CLEANTECH WILL
CONTINUE TO INCREASE
CLEANTECH CONTINUES
TO BE A KEY INVESTMENT
SECTOR FOR VENTURE
CAPITAL, AND OUR
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 THIS YEAR. WHEN
ASKED WHERE THAT IN-
VESTMENT WILL FOCUS,
ENERGY STORAGE AND EF-
FICIENCY LED THE LIST,
JUST AS IN 2009.
BUSINESS Advisor
............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

19. eteq.pghtech.org 19
........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... BUSINESS Intelligence
CREATING VALUE STARTS WITH
STRATEGIC THINKING BY GREG STEFFINE
SDLC PARTNERS
This is the fifth
article in a continuing
series on business
intelligence and value
creation.
Thane Yost once wrote, "The will to win is use-
less if you don’t have the will to prepare.” Strat-
egy is all about preparation. It’s the cornerstone
of an effective and sustainable business intelli-
gence (BI) competency and a mission-critical
piece of your requirements-gathering effort.
That’swhyit’sthefoundationoftheRightThink-
ing™ Model. Strategy’s function is to guide and
direct all BI-related activity so that short-term
decisionsarealwaysinalignmentwithlong-term
objectives.Strategyfocusesneededattentionon
the “big picture.”
Alvin Toffler, the American writer and futurist
recognized by Accenture as one of the world's top
business thought leaders, writes about the concept
of “big picture” thinking. "You've got to think about
big things while you are doing small things,” says
Toffler, “so that all of the small things go in the right
direction." That's particularly true in the world of
business intelligence where organizations often
deploy tactical, uncoordinated solutions in order to
eliminate pressing business pain. Not a preferred
approach, but one that certainly reflects the kind of
demanding, fast-paced business climate that pres-
suresdecision-makerstocreateandmaximizevalue
as quickly as possible. Thing is, these tactical solu-
tionsoftengrowtomission-criticalapplications.It’s
only through an appropriate strategy that organiza-
tionscaneffectivelyintegratetheseinformationsilos
into a unified and sustainable business intelligence
capability. Those that fail to adequately plan ulti-
mately pay the price. Gartner analyst Betsy Burton
predictsthatcompanieswithoutacohesiveBIstrat-
egy spend upwards of 70 percent of their total BI
budgetresolvingissuesaroundpeople,processand
technology resulting from poor planning.
Theprimaryreasonyoupreparebeforeyoude-
liver is to help future-proof your work effort. Peter
Drucker puts it best when he says, "Strategic think-
ingdoesnotdealwithfuturedecisions.Itdealswith
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.”
Aspirational Modeling (figure 1) is the tech-
nique I use to flesh-out strategic requirements
around BI. It’s a “big picture” look at where you are
today (point A), where you want to be tomorrow
(point B), and how you intend to move your busi-
ness in order to create value for your constituent
groups.
As you can see from the diagram, a lot of atten-
tion is given to understanding your organization’s
current operating model. That’s because there’s no
such thing as a “one size fits all” BI strategy, and
nothing beats real-world insight into how decision-
makersinyourparticularcompanycurrentlyuse(or
can’t use) business intelligence to create value. As-
pirational Modeling is used in conjunction with The
Right Thinking Model to focus attention on BI com-
petenciesandrelatedcapabilitiesmostimportantto
long-term BI success (figure 2).
Here’s an overview of the components:
BI Competency: People
People represent an organization's greatest source
of competitive advantage. This competency focuses
on improving the performance of human capital in
order to maximize BI-driven value creation.
People Capability: Organizational Planning
BI-savvy organizations establish a company-wide
respect for fact-based decision-making and they
build a leadership structure to encourage and
support it. Organizational planning guides strategic
thinking around culture, leadership, and your
people roadmap for BI.
People Capability: Performance Management
Smart organizations evolve. They leverage
strengths, strengthen weaknesses, and build value-
impactingintellectualcapitalbyhiring,training,and
retaining the right people. Performance manage-
ment guides strategic thinking around skill assess-
ment, recruiting and retaining, and training and
development.
BI Competency: Process
For BI to work, data must be relevant, information
mustbemeaningful,andinsightmustbeactionable.
Thiscompetencyfocusesonthepracticesthatmake
data an invaluable enterprise asset.
Process Capability: Information Planning
Smart organizations effectively use right informa-
tion to create value. Information planning guides
strategic thinking around the organization’s busi-
ness plan for BI, its strategy map, and performance
measures.
..............................................................................................................................................................................................................................................................................................................................................................
[continued on pg. 34]
(figure 1)
(figure 2)

20. 20 PIT TSBURGH TECHNOLOGY COUNCIL
..........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................OFF THE Shelf
thatanuclearbombhasbeenplacedsomewhereinPittsburgh.
You have 24 hours to locate it, and the terrorist's only clue is
“YouTubeDoubleRainbowVideo.” You'rehappytohaveaclue,
but what does it mean? WHAT DOES IT MEAN!?!?
Until recently you weren't able to watch YouTube videos
at work because the Adobe Flash plugin is banned at the FBI.
However, YouTube recently started encoding its videos in an
open format that can be played in browsers that support
HTML5.WithoutFlash,you'renowabletowatchthevideo,find
thebomb,andsavethecity.Pittsburghisreleasedfromthegrip
of terror, and more importantly the Web is freed from the bur-
den of having to install Adobe Flash. (This is just one of many
reasons why HTML5 will kill Flash. Huzzah!)
Offline Web Applications
Imagine you're a cancer researcher. Now imagine you're on a
train. Now imagine you're on a laptop pouring over the results
of an experiment and you stumble across a cure for all cancers.
This is a big deal. You fire up a Web-based email app to share
the exciting news with colleagues, typing with excitement for
an hour. Just before you click “send” the train enters a 30-mile
tunnel, dropping your Internet connection. Did I mention your
laptop only has two minutes of battery left? Did I mention you
suffer from a rare condition known as Tunnel-Induced Mem-
ory Loss? That's right, you're about to forget the cure to cancer
becauseofthesameconditionthatcausesPittsburgherstofor-
get how to drive when they enter a tunnel.
Fortunately, your Web-based email takes advantage of
HTML5'sofflineWebcapabilities.HTML5allowsWebpagesto
behave like desktop software, only occasionally needing to dial
intoaserver.Itworkslikethis:WhenyoulostyourInternetcon-
nection inside the tunnel, the Web page saved your email to a
local database within your Web browser. Even though a dead
battery is about to shut off the computer, the next time you ac-
cess your webmail it will scan your browser's database for un-
sent messages. The email will be delivered and cancer will be
cured. Huzzah!
Microdata
In an act of planetary revenge, an asteroid has knocked Pluto
out of orbit and onto a deadly path towards Earth. Our only
hope of survival lies in the hands of Bruce Willis who in 1998
proved that Earth could be saved from such disasters with nu-
clearbombs,Hollywoodmagic,andthesacrificeofBruceWillis.
Conveniently, Jack Bauer has a spare bomb he just found in
Pittsburgh,sonowwejustneedtogiveMr.Willisacall.Justone
problem: nobody has Bruce's number.
Finding somebody on the Web used to be difficult. If you
were looking for a Susan Smith living in Seattle, searching for
“Susan Smith Seattle” would return pages for people named
HTML5 is soon to be the
new standard for building
Web pages. Although the
specification isn't finalized
yet, many Web browsers al-
ready support parts of this
next generation of HTML.
To demonstrate its power,
here are some hypothetical
examples of how HTML5
could save the world.
Video (Without Flash)
Imagine your name is Jack
Bauer and you've just learned
HTML5 SAVES THE WORLD - HUZZAH!
BY MICHAEL RIGHI, FIELD EXPERT, INC. MICHAEL.RIGHI@FIELDEXPERT.COM
continued on pg. 34

21. eteq.pghtech.org 21
KEEPING PUBLICITY REVVED FOR PRODUCT LAUNCH
FYOUWANTTOLEARNHOWTOGENER-
ATE PUBLICITY FOR YOUR STARTUP,
THERE’S NO SHORTAGE OF EXPERTS
PROFFERING ADVICE ON THE INTER-
NET. GOOGLE THE WORDS “PUBLICITY”
AND“STARTUP,”ANDUPPOPTHOU-
SANDSOFLINKSTHATPROMISETO
MAKE YOU A MEDIA STAR IN A FEW
EASY STEPS.
Assuming the advice is sound and
your execution is flawless, you’ll quickly be
flush with customer, media and investor
inquiries.Success.You’resettosell.
But what happens when the media
blitzrollsoutbeforeyourproductorservice
is ready to follow suit? What happens if
Murphy’s Law proves true and the launch that was sup-
posedtohappenyesterdaygetsdelayedaweek,amonth…or
longer?Orwhatdoyoudoonthoserare,seeminglyheaven-
sent occasions when the media machine appears without
everevenbeingsummoned? Whatcanseemlikeawindfall
ofacclaimandattentioncanturnintoanightmarishmissed
opportunityifthepublicisreadyforyourproduct,butyour
product’snotreadyforthepublic.
Asitis,these“whatifs”happenfairlyoften.Mostpub-
licity occurs in short spikes, with a news event or a hot re-
view of your product setting off a loud bang before dissi-
patingintomediasilence.
Part of the solution to this problem is averaging out
thesharpdropbetweenpublicityhighsandlowsbycreating
a media buzz that you manage. A judi-
ciousflowofsubstantivepressreleases,
blog posts and tweets can generate a
steadyhumaboutyourbusiness.When
unexpected media attention hits, you
can funnel the news through the com-
municationschannelsyou’vealreadyes-
tablished,creatingarippleeffectthatyou
cancapitalizeonovertimeratherthana
disruptive splash that comes and goes
with no gain.
RebeccaGaynierisFounderandCEOofiTwixie,aB2B
company that helps ’tween-girl-focused organizations and
companies to develop better products and messaging for
their target consumer. Her background as a Madison
Avenueadvertisingexecutivetaughthertheimportanceof
bothgeneratingpublicityandmaximizingitsusefulnessby
increasingitslongevity.
“Publicitynotonlycreatesanawarenessofyourcom-
pany, but just as importantly, establishes your credibility
andvalidatestheintegrityofyourproduct.It’sanobjective,
thirdpartyendorsementyoucanleveragetogenerateleads,
attractbusinesspartnersandinciteinterestfrominvestors,”
saysGaynier.
Recently, Gaynier’s iTwixie Web site, which is tagged
“the ultimate hangout for ‘tween girls,” was named one of
Disney’s FamilyFun Magazine's top 10 Web sites for kids.
Whenshereceivedthenewsshedidtwoverysavvythings.
Firstshedelayeddroppingthepressreleaseforthree
weeks after Disney published the news. She did this to
spawnasecond,moretargetedPRcampaigntoconnectdi-
rectlywiththekid-orientedmediaoutletsthatreachheres-
tablishedandpotentialcustomers,partnersandadvocates.
Second,shefollowedupwithasteadystreamoftweets
and Facebook posts, creating a viral effect that cascaded
throughhernetworkofcontactsandtookonalifeofitsown.
Gaynier believes that harnessing that initial media
spark is an opportunity to “warm up the world to who you
are as a company and what you have to offer. It allows you
to fine-tune your message and engage inquiring minds in
waysthatpulltheminandkeepthemcomingback.”
Whileyoumightnotbeabletocontrolwhenpublicity
strikes, with some planning, prep work and patience, you
canbuytimeanddetermineyourselfwhentostepuptothe
podium with product in hand.I
I
BY MIKE MATESIC, CEO, IDEA FOUNDRY
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... START Me Up

22. 22 PIT TSBURGH TECHNOLOGY COUNCIL
ECorner
..........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
HOW DOES THIS
SOUND TO YOU ...?
• He was fired from
the Kansas City Star
newspaper because
his work “lacked
creativity.”
•Helosthisfirstbusinessandallofhisemployeesbecause
he neglected to read the fine print in his contract.
• Only two of his employees stayed with him through the
tough times -- two employees and his brother, that is -- the
rest were hired away by a competitor because he failed to
legally arrest their movement.
•Afterenjoyingsomesmalldegreeofsuccess,herewarded
his parents with a new home. Unfortunately, the home he
purchased had a defective heating and ventilation system,
causing him to lose his dear mother to carbon monoxide
poisoning. He went to his own grave feeling personally
responsible for this tragedy.
GO LEFT, YOUNG MANBY RON MORRIS, CONTRIBUTING WRITER
For those of you (like me) who study the great
entrepreneurs, you may have already figured
out that the individual I’m describing here is
WalterEliasDisney,quitepossiblythegreatest
non-scientistentrepreneurinthehistoryofthis
great country.
Why Disney? Simple. Because I’m writing
this column while with my family at Disney
World; his “touch” is everywhere. You can
hardly not think of him.
Moreover,Waltwouldhavebeenproudof
the fact that my family is with me while I’m
workingonthisarticlebecauseitwashisbelief
that “family is everything.” In his own words,
“The most important thing is the family. After
all, family is the backbone of our whole busi-
ness.”
IknewverylittleaboutW.E.Disneywhen
my family and I recently traveled from
Pittsburgh for a four-day mini-vacation to the
Magic Kingdom. Oh, I knew that he was the
driving force behind the magnificent Walt
Disney Corporation (magnificent then, not
necessarily now, unfortunately), but I never
reallystudiedthemanhimself.And,neitherdid
I study the events in his life that propelled him
to the great successes he achieved.
Entrepreneursareatough-mindedbunch.
And here, I’m talking about the real ones –not
the,“Lookatme,I’manentrepreneur,too”–as
theyacceptandthenburnmillionsofdollarsin
start-up capital – kind.
Mydefinitionofanentrepreneurissome-
one who lights out armed with nothing more
than his or her wits and courage. I’m talking
abouttheindividualswho,andwhentheymeet
adversity,instead“findaway”tosucceed.Lose
all your employees? This too shall pass. Get
cheated out of your trademarked character?
Re-invent another, better one.
All these things and more happened to
Walt Disney. I
Finish reading and comment on this article
atRonMorris’Website:TAEradio.com/TEQ.
© Copyright, Ron Morris 2010, All Rights Re-
served

23. eteq.pghtech.org 23
obodywantstobesoldto.Instead,
they want to buy from us if we
solve their problems. In order to
truly understand a prospective
customer'sproblems,we’ve
gottotalktothem.Well,not
talk “to” them, but talk
“with” them...openly.
Side note: One of my fa-
voritesalesrules:“Remember,
you have two ears and one
mouth; spend twice as much
time listening as talking.”
(Frankly, 10-to-1 would be
even better, but how much of this behavior can
you really expect from extroverts?)
The goal of the conversation is to discover
yourprospect's“pain.”Beforetheywillsharethat,
you will have to establish rapport. With rapport,
you have the opportunity to build trust. With
trust, you have the opportunity to make a sale.
Social media helps you establish rapport in
so many ways; just pick your favorite.
Rapport building idea #1: Before meeting
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-
quaintance, or almost anything
else (avoiding, say, shared for-
mer spouses and the like).
I was speaking to a CEO
group in Baltimore this sum-
mer when one CEO asked to
share his story. His company
had been trying to crack a key
account, making no headway
over many years. Finally, the
CEO reviewed the decision maker's LinkedIn
profile and discovered that he’d played lacrosse
in college. Using email, he asked his sales staff if
any of them had played college lacrosse.
Ka-Ching!
It took a few weeks for that salesperson to
connect live with the prospect. Yet, in a “surpris-
ing” twist, the topic of college lacrosse surfaced
less than 30 seconds into the call; imagine that. It
broke the ice, established rapport, and after lots
more hard work led to the ultimate sale.
Rapport building idea #2: When communicating
morebroadly,aculturaltouchstonecanprovideanequally
effective connection point. In his “Randy’s Journal” blog,
Boeing(specificallyRandy)cleverlyriffedonthe20than-
niversaryofthemovie“BacktotheFuture”toexplorethe
past and future of the airline industry. Like Michael J. Fox
(a.k.a.MartyMcFly),Randytraveledbackintimebytrack-
ingdownBoeing’s20-yearforecastforpassengerairmiles
from 1952. Then he went back to the future, showing Boe-
ing's latest 20-year forecast.
I call this framing. If airline industry insiders start to
seethatsamefuture,it’sasafebetthatthey’remorelikely
to favor Boeing planes over Airbus.
Rapportbuildingidea#3:Currentevents,especially
anythingthat’scaughtyourtargetaudience’simagination,
can provide another powerful connection point.
In January of this year, a hiker on Yosemite Bear
Mountainhappenedupona"fullondoublerainbowallthe
way across the sky." We could hear but not see this guy
as he trained his camera on the rainbow and moved to a
vista to better capture the entire view. To say that he was
incrediblyenthusiasticorunbelievablystoned...orboth...is
an understatement.
......................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... INTERActive
N
INCREASE REVENUES BY ESTABLISHING RAPPORT – SOCIAL MEDIA CAN HELP
[continued on pg. 34]
BY DAVE NELSEN, CONTRIBUTING WRITER