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May 20, 2008 Hottest Companies 2008
What makes a company “hot” as opposed to “not so hot” or “not hot at all”? The short answer is probably: marketplace acceptance. Sometimes it is technology, sometimes something more intrinsic to being accepted like customer service or reputation. New isn’t always the answer either, as some of the hottest companies, as you will see, are well-known names that have been around for decades. Focus is a factor in making a company interesting to the market—if you focus on my segment, you get my attention. And in our segment, manufacturing, a lot of supplier companies are benefiting from that focus. If you try to appeal to all business areas, people get the feeling you don’t or can’t understand their niche. It’s not a case of customization, but one of comfort, knowing the vendor talks the talk and then walks the walk along side you through the hard times ahead. Hot doesn’t mean wild and crazy either. Sure, some new companies draw attention by offering esoteric technologies or using buzzword-of-the-day delivery methods, but those usually don’t last long enough to become “hot” in the accepted sense. Burned out, perhaps, as the fad chasers move on to the next “can’t be without.” Some exceptions to this can be made, however, and those include the growing movement to SaaS (Software as a Service) and the use of the Internet to host applications rather than local servers. Small and midsized companies are especially interested in these new delivery methods for they provide many advantages, not the least of which is the knowledge that your applications are always the most up-to-date revision level, with all the improvements available. That they require little or no “implementation” is an even bigger drawing card when the user company has little or no IT (information technology) department. While some might say “hot” has to include those companies that make a break with tradition, many of our hottest companies are evolutionary, not revolutionary in technologies and business models. But even old-line vendors are enhancing their products with the newest technologies and systems, such as SaaS, to prove they are gazelles not dinosaurs in the market. The rewards come in gradually, but consistent success and revenue increases. It’s a lot easier to show 300% growth when you start from very little than when you have a decade or more of steady growth behind you. And yet, revenue is a solid sign of “hot” in a market that has as many ups and downs as technology does. Another sign of “hotness” in these volatile times is conversion; vendors that can convert users of other products into their customer base—winning against an entrenched competitor—show they have what the market is looking for today. As a case in point, one of the companies that has shown itself to be both avant-garde and dogmatic is also one that has shown up in the START-IT Hottest Companies list repeatedly, this being its fourth year. Preactor Intl., www.preactor.com, Chippenham, U.K., a British company selling worldwide, plays in a very competitive market segment, APS (advanced production planning and scheduling). It’s not the demanding realm of ERP (enterprise resource planning) or the visually exciting world of CAD (computer-aided design), but rather a segment where the product is often integrated with ERP, MES (manufacturing execution system), or the larger concept of supply-chain management. That integration capability has helped the company achieve success at 2,000 companies in 64 countries. This year, the editors saw Preactor’s impressive list of recent customer wins as evidence of the company’s ability to maintain its status as a leading technology partner for manufacturers. The editors also noted Preactor’s steady growth during the last several years in addition to its consistent perseverance in developing the most innovative scheduling solutions on the market today. Another company that stands out this year is CyberShift, www.cyber The START-IT editors have always taken note of CyberShift’s dedication to providing innovative technologies to meet the specific needs of the manufacturing industry. This year, the editors commented that CyberShift’s recent integration of mobile technology into its workforce management solution was a great indication of how CyberShift listens and, more importantly, delivers on customer requirements. That sums up what makes a company “hot.” Market acceptance, evolutionary product offerings, strong sales and revenue improvements in a down economic climate, and focus on the importance of manufacturing as a special niche. Terra Technology
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