Company myDIALS Inc.

• Author: Peterson, Eric
• Position: [Small biz] TECH STARTUP

INITIAL LIGHT BULB: While a stint as senior VP of worldwide marketing was his most recent experience, my DIALS co-founder and CEO Wayne Morris previously worked at Citect, an automation and control software specialist based in his native Australia. In 2006, he reconnected with a pair of former Citect co-workers, Peter Long and Darren Trumeter, currently myDIALS chief technical officer and board member, respectively.

"We got together and thought there were some excellent things in our collective backgrounds to start a new company," Morris said.

Morris said industrial controls offer "realtime information for decision makers" in factories and information technology environments, but there was no corollary for corporate decision makers. "Why not provide real-time information to everyone in an organization who makes operational decisions?"

The trio launched the company in August 2006 and went to market a year later. The company currently has five employees in Lafayette and eight at a wholly owned development subsidiary in Australia.

IN A NUTSHELL: Priced as a hosted service at $75 per user per month, myDIALS offers decision makers real-time information via a Web-based interface that is not unlike a car's dashboard, Morris said. "If your engine warning light goes on, you need to pull over," he said. "myDIALS does the same thing for a business. We're using Web 2.0 technologies to provide a rich interface that is easy for everyone to use. They not only can use it, but they want to use it."

The software is semi-customized to accept a wide range of data from systems already in place, including customer relationship management and enterprise resource planning software as well as spreadsheets and databases. "We try to automate it as much as possible," Morris said.

Morris said the prime uses of myDIALS revolve around tracking metrics related to order fulfillment, procurement and manufacturing processes but that it also has utility in analyzing sales cycles, collections, worker safety and other areas. "These areas are a little bit neglected, so the more we do across them, the more value we provide to our customers."

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Snap-On Tools is myDIALS' largest client. The toolmaker is using myDIALS...