Corporate Development For Midmarket Technology Companies

THE TRIANA GROUP, INC

The Triana Group is an international corporate development firm that

enables companies to compete in the global marketplace by providing their

access to new markets and expansion capital.

WHAT WE DOWe work closely with companies to plan and execute their expansion

strategies into new geographies. Our teams are experienced in business

development, joint-ventures, mergers, and acquisitions.

GEOGRAPHIESThe Triana Group is headquartered in New York City, with offices and

partners in Philadelphia, the Silicon Valley, France, Germany, and the Gulf

countries. Its client-base originates from Belgium, France, Germany, Israel,

Italy, Norway, Switzerland, the United States, and is increasingly diverse.

Each team member brings his or her own experience working with compa-

nies from around the world.

CORPORATE DEVELOPMENT FOR MIDMARKET TECHNOLOGY COMPANIES

Triana delivered more than our most optimistic expectations.

SYLVAIN LEBORGNE, CEO, ADLEDGE (WEB SOFTWARE)

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“They organized introductory meetings that quickly developed into several concrete partnership proposals. Triana was able to identify the relevant targets and set up a range of efficient prospective meetings that helped us immediately “go right to the point” with the relevant persons.”

Trust in your collaborator’s know-how, judgment and expertise is critical when they’re helping shape the direction of your company. Triana is a first-class partner that brings intelligence and efficiency to the process. ERIC GILLI, CEO, SECUDERM (MEDICAL PRODUCT)

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BUSINESS DEVELOPMENT& SALES

Our team members have worked with companies through the entire

business development process: from market validation to sales devel-

opment, planning, and execution. We have helped companies make

strategic moves – such as entering into partnerships or developing

sales channels – as well as tactical ones – from the fine-tuning of

marketing material, to lead generation, or acting as their outsourced

sales team and local contact point.

GEOGRAPHIES

JEAN-MARIE BERGEAL SERVES AS

interim executive for selected clients

and provides financial expertise in

capital-raising. He started his career

in New York as a Systems Engineer

at IBM. He was quickly promoted to

Marketing Manager, holding increas-

ing P&L responsibilities, and manag-

ing relationships with selected For-

tune 500 companies.

After eight years at IBM, he joined

the banking sector where he devel-

oped relationships and drove busi-

ness with medium to large US cor-

porations. At Bankers Trust, the Bank

of Tokyo-Mitsubishi and Santander,

he progressed from Vice President,

Senior Vice President and Managing

Director, taking on responsibilities

for P&L as well as risk and balance

sheet management. Jean-Marie Ber-

geal has structured financing transac-

tions totaling in excess of $5 billion.

Jean-Marie subsequently turned

his focus on emerging companies.

Leveraging his unique combination

of technical, business development

and financial expertise, he assists

client companies in developing and

implementing their expansion strate-

gies. Jean-Marie currently acts as the

President of a software venture in the

Tech sector.

Jean-Marie graduated from Ecole

des Mines de St Etienne, and holds

a Master of Science from Yale Uni-

versity as well as an MBA from New

York University.

SELECTED SENIOR PARTNER PROFILE: Jean-Marie Bergeal

Our collaboration with Triana has already helped us generate strong interest from users

and integrators.GABRIELE RUFFFATI, DIRECTOR, ENGINEERING GROUP (SOFTWARE)

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We needed to expand our distribution in the East Coast. Triana delivered. Within a few months, they built a multimillion dollar pipeline.DAVID ORWICK, VICE PRESIDENT & GENERAL MANAGER, ANDROJEK (DIAGNOSTICS)

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SELECTED EXAMPLES FROM TRIANA TEAM MEMBERS’ EXPERIENCE

• Developed sales reps network for

a $4 million Midwest provider of

electronics components for medical

devices

• Within 2 months, assisted a delega-

tion of 10 CEOs of high-technology

systems providers in obtaining meet-

ings with executives in targeted mar-

ket verticals. Result: 3 days, 2 cities,

71 meetings

• For a European Internet company,

developed a partnership in NYC

with one of the world’s largest

digital marketing agencies, leading to

new revenue.

EXAMPLES OF SERVICES

• Strategy: Market study, segmentation,

USP & value proposition, positioning;

translation into elevator pitch and

sales scripts, one-pagers, brochures,

PowerPoint presentations

• Assistance with development of

US-based case studies, white papers,

tutorials, demos, FAQs and Q&A

• Lead generation and qualification,

database development for targeted

clients, distributors, value-added

resellers, consultants, other channel

partners

• Inbound lead generation via public

relations events, online marketing,

community management and press

releases

• Conferences, tradeshow visits, pre-

sentations and demos

• Outreach and qualification of pros-

pects, follow-up until closing

• Relationship management with

channel partners; Level 1 customer

support with local hotline by trained

contact point

• Recruiting and management of part-

time or full-time sales team, for short

or long term sales programs

“A German electronic components manufacturer retained Triana to strengthen its US sales channel: 600 calls, 550 emails, and 4 months later, we signed contracts with manufacturers’ representatives covering 28 States and 3 national distributors, adding millions of units to the company’s sales pipe-line.”CRYSTELLE DESNOYER, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.

Members of Triana’s corporate finance group have been involved in numer-

ous financing projects throughout their careers. They help our client compa-

nies raise the funds needed for their international expansion. Our approach

is unique in the sense that we only facilitate the capital-raising process of

companies for whom we provide business development services.

CORPORATE FINANCE& PARTNERSHIPS

OMAR MENCIN IS A SENIOR

partner leading the corporate fi-

nance practice. Prior to Triana, he

was the President of The United States

Market Access Center (USMAC),

a Silicon Valley-based high-tech

business incubator partner of The

Triana Group.

He and his teams helped dozens

of companies design and imple-

ment successful market entry strat-

egies, with a focus on initial cus-

tomer acquisition, business scaling,

capital raising, and successful exit

positioning when applicable.

Between 2008 and 2010, this to-

taled over 160 million dollars in

growth capital raised; increased

revenue generation, for some

companies from zero to 200 mil-

lion dollars; and facilitated deals

such as Spanish Grupo Clavijo’s

licensing partnership with a US

manufacturer, and the Brazilian

Totvs -Latin America’s largest soft-

ware company- R&D deal with

Stanford University.

Prior to USMAC, Omar worked at

the World Bank’s Paris Office, then

in the New York Office of Goldman

Sachs’ Merchant Banking Division

(which invests private equity capi-

tal worldwide), and several Stanford

University programs.

Omar is a graduate of Swarthmore

College, Stanford University, the Ex-

ecutive Development Program at

Harvard Business School, and has

studied advanced Mandarin. He

holds a Doctorate in Business Ad-

ministration with a focus on Finance

from the ISM for his work on the

valuation of privately-owned com-

panies. He is a member of the Pa-

cific Council on International Policy

and serves on the Advisory Board of

an early-stage battery technology

company, Zeptor Corporation. He is

an active business angel in addition

to being an early investor in Clarity

Payment Solutions, which was ac-

quired by TSYS in 2005.

SELECTED SENIOR PARTNER PROFILE:Dr. OMAR MENCIN

CORPORATE FINANCE& PARTNERSHIPS

Omar Mencin and his team assisted companies in raising more than 160 million dollars in growth capital.

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A client meeting at Triana, New York, 2011

The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document

Qualiac is a leading French-based provider of ERP software, with more than 50,000 users across 500 installed sites internationally, seeking acqui-sitions or other means of expansion into the US market.

• Following a year-long partner search, due diligence, and initial collabo-ration, Triana facilitated a joint-venture between Qualiac and its first US partner.

• The partner, California-based Synoptek, serves prominent clients such as Pacific Life, Oakley, Allergan, Hewlett Packard and more than 400 hundred other clients throughout the Western United States. Synoptek has 70 employees.

For a Finland-based company developing, designing, and manufacturing micro-optical elements, Omar Mencin–while at USMAC, now a Triana partner- helped achieve the following:

• $20M sales in the US

• $22M in new equity financing

For a Sweden-based company providing specialized infrastructure for advanced on-demand TV across a broad spectrum of network topologies, Omar Mencin –while at USMAC, now a Triana partner- helped achieve the following

• Receive $8M from an international investment pool

• Sign a Partnership Agreement with an American supplier

• Sign a Partnership Agreement with a digital TV provider

All services are coordinated with appropriate service professionals as necessary. the triana group,

inc. acts as a consultant and finder. it does not act as a licensed securities broker or dealer, and

takes no authority to enter into any commitment on clients’ behalf, to negotiate the terms of a

financing transaction, to hold any funds or securities in connection with financing, or to perform

any act which would require it to become licensed as a securities broker or dealer.

CORPORATE FINANCE & PARTNERSHIPS EXAMPLES

Triana enabled us to come together from a business and cultural perspective and develop a

common strategy. This has created the foundation to achieve significant results in the US market

over the next 2-3 years.TIM BRITT, CEO, SYNOPTEK

In a 5-day/5-cities roadshow, Triana secured 75 qualified contacts.

FRANCOIS BOISSINOT, PROJECT MANAGER, THE TRIANA GROUP, INC.

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IN 2012, THE TRIANA GROUP FACILITATES QUALIAC’S JOINT VENTURE WITH

CALIFORNIA-BASED SYNOPTEK:

The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document

A meeting during a roadshow organized by Triana

Via Triana, companies find an ecosystem of venture partners that can

provide significant financial leverage. Triana Venture Partners is unique: it is

not an investment fund but a web of relationships among qualified business

owners. This network is accessible to companies with which Triana has built

considerable levels of collaboration and trust.

TRIANA VENTURE PARTNERS™

A UNIQUE COMBINATION OF ASSETS:Triana joint-venture partners enjoy a unique combination of assets: World-

wide access to carefully selected client companies with tremendous poten-

tial, and people they trust that can help these companies realize this poten-

tial from strategy to execution. Partners work with Triana to pursue deals

across multiple industries as well as internationally.

FREDERIC CHAMPAVERE HAS BEEN a Triana Group shareholder since 2010.

He started his career at Eli Lilly, where he held a number of executive

positions from Managing Director at the European level, to President

of Lilly France. In 1996, he joined Johnson & Johnson as a Managing

Director and was promoted to President of Janssen-Cilag France. Later,

the Wockhardt group of India hired him as President of Negma to restruc-

ture the company. He is also an investor and successful entrepreneur. In

2005, he founded the company Pharma Omnium, for which he raised 100

million Euros.

SELECTED INVESTOR PROFILE:Frederic Champavere

Our first deal was between a distribution company we own and a medical devices manufacturer

selected by Triana. We were able to reach an excel-lent deal for both sides. Negotiations could have fall-en apart several times were it not for Triana’s media-

tion. As a result, we invested in this manufacturer’s distribution in our territory and placed an immediate

order to purchase machines.MAJED ALSULAIMAN, A TRIANA JOINT-VENTURE PARTNER

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BASED IN THE KINGDOM OF SAUDI ARABIA, TRIANA GULF

COUNTRIES IS A GATEWAY TO THE NEAR-EAST AND ASIAN

MARKETS. IT CAN ALSO PROVIDE CONSIDERABLE

FINANCIAL AND COMMERCIAL LEVERAGE.

The Triana Group is committed to conduct its business in full compliance, please refer to our disclaimer note on the last page of this document

Informed decision-making is critical when approaching new markets.

The Triana Group helps decision-makers develop or realign their strategies by

providing them with competitive benchmarks, pricing studies, needs analyses,

channel analysis, sales projections, and feasibility studies. It has sup-

ported go/no-go decisions and helped develop business plans for small to

multi-million dollar investment projects.

MARKET STUDIES FOR INFORMED DECISION-MAKING

JABRIL BENSEDRINE STARTED HIS

career as a strategy consultant while

pursuing research projects in aca-

demia. He then took on a number of

business roles including functional

management, steering committee

member, founder, and executive

board member in different compa-

nies and organizations. He worked

with several organizations in Eu-

rope and the United States, ranging

from corporations to institutions,

and research firms such as Financial

Times sister company Eurostaf. His

engagements included market stud-

ies, needs analyses, competitive

benchmarking, and revenue projec-

tions, leading to strategic and tac-

tical recommendations. His main

clients ranged from $1M to $18B in

annual sales.

A graduate of the University of

Paris Dauphine in Entrepreneur-

ship, he holds a Ph.D. in Strategy

from ESSEC (he received the In-

ternational Strategy Association’s

Annual Best Dissertation Award),

and is an alumnus of U.C. Berke-

ley’s Haas School of Business post-

doctoral program. The author of

several strategy-related articles and

chapters (publishers including John

Wiley & Sons and Oxford Univer-

sity Press), he continues to lecture

at the Polytechnic Institute of New

York University. He is a member of

the Essec Business Angels group.

In 2008 he co-founded and

provided the seed-capital for The

Triana Group.

SELECTED SENIOR PARTNER PROFILE:Jabril Bensedrine, Ph.D.

The Triana Group helped us validate our market strategy. We are delighted to have them support our business development operations and partnership outreach for the US market.BERNARD FORT, CEO, TENNAXIA (SOFTWARE), INTERVIEWED IN LES ECHOS

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PARTIAL SERVICES LIST

• Assess market potential

• Scope business opportunity

• Assess competitive landscape

• Benchmark product vs. established local competitors

• Develop user needs analysis

• Recommend market entry strategy

• Formulate short-list of possible partners, distributors, target segments

• Recommend or adjust segments, positioning, product, pricing, promotion, distribution

• Develop sales projections

• Develop budget & business plan

DOZENS OF COMPANIES HAVE TAKEN ADVANTAGE OF

TRIANA-SPONSORED CONFERENCES, FOCUS GROUPS, AND

WORKSHOPS TO SPEED THEIR UNDERSTANDING OF NEW

MARKETS AND CUSTOMER SEGMENTS

Face-to-face meetings, interviews and focus groups facilitate market discovery and inform

strategic decision making.

Drawing from a panel of experienced C-level executives, The Triana Group

can serve as interim management to build a company’s operations in a new

market. It manages various aspects of subsidiary set-up, expansion, or transi-

tion, and helps develop and execute strategic and operational plans includ-

ing scaling up capacity. It does this by recruiting full-time managers, manag-

ing service providers, and facilitating the transition to a self-sufficient phase.

INTERIM EXECUTIVES & CAPACITY BUILDING

LORRAINE MARCHAND HAS HELD

executive roles in Management, Op-

erations, Business Development and

Marketing for large pharmaceutical

and biotechnology companies, drug-

development service companies,

and healthcare services companies

in addition to academic medical

centers and the Federal government.

Over her career, she held P&L re-

sponsibility for budgets ranging from

start-up capital to $275 million, and

operations on several continents.

Lorraine started her career as a

program director at The National

Institutes of Health where she was

the founding director of a new pro-

gram. She then joined the public re-

lations firm Porter Novelli-Omicom

in New York where she was Senior

Vice President and Managing Direc-

tor. She later became the Executive

Director for Business Planning and

Operations at Bristol-Myers Squibb.

She left BMS to join the leading con-

tract research organizations Covance

(Princeton) as Vice President for Late

Stage Services, then Clinilabs (New

York) as its Chief Operating Officer.

Since then, she has helped to launch

as an Advisor, CEO, Board Member,

and/or Business Angel several pri-

vately funded medical and informa-

tion technology companies. In 2010,

she joined The Triana Group, Inc. as

Senior Partner and co-founder of its

Healthcare practice. Lorraine is Se-

nior Associate Director for Health-

care at Columbia Business School

and an Executive Coach at Hewlett

Packard Sales University.

Lorraine holds a Masters in Pub-

lic Affairs from the American Uni-

versity and M.B.A.s from Columbia

University as well as the Lon-

don Business School. She has Six

Sigma Certification.

SELECTED SENIOR PARTNER PROFILE:Lorraine Marchand

INTERIM EXECUTIVES & CAPACITY BUILDING

These are very much the kind of people you want to work with.DR. JEAN-FRANCOIS ZAGURY, FOUNDER AND CHIEF SCIENTIST OFFICER, PEPTINOV

We built the East-Coast presence of an Ameri-can diagnostics company based in the Midwest. Within 5 months, we built the company’s relationships with 50 large regional hospitals, of which 14 represent a $5.4 million revenue pipeline.ANTONIO PINTO, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.

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CAPACITY BUILDING INCLUDES

• Interim-Executive services

• Troubleshooting

• Adjust to foreign market and go-to-market blueprint

• Provide office space

• Secure infrastructure

• Recruit and coach

• Secure financing

• Develop sales channel network

• Secure key agreements

• Develop ecosystem

• Secure key professional services providers

• Manage administrative processes

• Coordinate appropriate experts: regulatory, operations…

• Operate entity in our geographical market

“Within The Triana Group, I represent a European software editor in the Americas. I act as its presales consultant, channel manager, project manager, and local technical support. Our presence has enabled us to add several partners and build a client portfolio totaling hundreds of thousands of units.” PHILIPPE CRESPI, PROJECT MANAGER FOR CLIENT COMPANY AVOB, THE TRIANA GROUP, INC

Business executives from around the world use The Triana Group’s

Manhattan offices as their New York hub. From high-growth start-up CEOs

to a senior executive team at a $1Billion company, they find that Triana’s

multi-lingual and globally-minded team can bring value in many ways.

THE NYC OFFICE MEMBERSHIP

Joining the membership program was instrumental in helping us kick-start our US Market entry.

SUSAN HAIMET, COO, DREAMFACE INTERACTIVE (CLOUD SOFTWARE)

“Before joining, a number of interested clients hesitated to work with

us as they perceived us as being too far from them. Through our Tri-

ana office membership we were able to communicate with current and

potential US customers more effectively and have a convenient, cen-

trally located office space in New York City to host meetings while in

the US. The result was almost immediate. The first week we used the

space for meetings, we were able to sign our first agreements. This also

gave us the opportunity to interact with the Triana team and attend Tri-

ana sponsored networking events, which brought us tremendous value

and expanded our US-based network. I highly recommend Triana’s

office membership program as a first step for any company considering

expanding to the US.”

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A REAL PHYSICAL PRESENCE

• Physical address

• Dedicated NY phone number

& forwarding

• Desk and wireless Internet

• Conference room access

• Mail forwarding

A BUSINESS HUB

• Access to selected service providers

• Access to networking events

• Strategy sessions with senior partners

• Numerous resources available to office

members for flexible fees (Executive As-

sistant; Translation; and a set of services

offering an end-to-end solution for your

business expansion)

Triana office, New York, 2012

BUSINESS MODELAlthough some of our shareholders are investors, The Triana Group itself

is not an investment fund. Its revenue model ranges from fee-for-service to

joint-venturing, and various agreements in between. Engagements typically

include success fees (sales commissions, bonuses, equity, or other forms of

compensation) with budget advances and other servicing fees.

PROCESS AND QUALITY CONTROLAn engagement partner has overall responsibility for a project, and mobi-

lizes appropriate resources within Triana and from its network of advisers

and sub-contractors totaling 200+. For quality control purposes, each

engagement is presented periodically for review by Triana peers.

OWNERSHIP AND CORPORATE STRUCTUREThe Triana Group, Inc., and its subsidiaries Triana Technologies, Inc. and Tri-

ana Life Sciences, Inc., are privately-held corporations registered in the State

of New York. Capital was provided by a family-owned holding and individu-

als originating from three continents. The Triana Group is also the co-owner

of a joint-venture in the Gulf countries.

HOW WE WORK

We report back to clients weekly or monthly. I pre-pare supporting documents with concrete numbers

and results, from which they can observe our team’s progress and efficiency to reach set goals.

CRYSTELLE DESNOYER, BUSINESS DEVELOPMENT ANALYST, THE TRIANA GROUP, INC.

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KEY FACTSYEAR FOUNDED 2008

COMPANIES ASSISTED (several for multiple projects)

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ANNUAL NUMBER OF PROJECTS

2008: 2

2009: 8

2010: 11

2011: 25

CLIENT SIZES

<$1 million (smallest)

$1 billion (largest)

ENGAGEMENT DURATION

52% short term engagements (3-to-6 month projects)

48% long term engagements (12-month contracted services)

55% short term projects lead to longterm engagements

SECTORSTechnology: 42%

Healthcare: 38%

Other: 20%

ABOUT OUR NAME

A crew member with Christopher

Columbus, Rodriguo de Triana was the

first to spot land. “Triana” reflects the

company’s mission to guide its clients

into new territories.”JABRIL BENSEDRINE, CO-FOUNDER, THE TRI-

ANA GROUP, INC.

Participants network during a Triana-organized business workshop

59 FRANKLIN ST #306 NEW YORK, NY 10013 www.trianagroup.comcontact@trianagroup.com

THE TRIANA GROUP, INC

T: +1 646-417-8136 F: +1 646-417-5805

Disclaimer: The Triana Group is committed to conduct its business ethically, with integrity and in compliance with all applicable laws and regulations. It co-ordinates its activity with appropriate service professionals as necessary. It is not a venture fund, an investment bank, a broker dealer, an investment clearing-house, an investment advisor, nor registered with the Securities Exchange Commission or any state securities commission; it takes no authority to enter into any commitment on clients’ behalf or on investors’ behalf, to negotiate the terms of a financing transaction, to hold any funds or securities in connection with financing, or to perform any act which would require it to become licensed as a securities broker or dealer. Any information provided by The Triana Group regarding possible transactions is for informational purposes only, is intended only to qualified recipients who request it expressly, and is not intended for the general public. Any transaction involving financing or securities shall be directly negotiated by the parties to the transaction without involvement of, or participation by The Triana Group. Recipients of information provided by The Triana Group in any format acknowledge that such information: is not an offer to sell or solicitation to buy any security; recipient chooses individually whether and how to use such information, and whether to consider any action; that The Triana Group makes no representations or warranties regarding such information; that each recipient is responsible to conduct any investigation necessary to verify the factual information submitted and is responsible for any action taken; that the parties are responsible for their own due diligence and that The Triana Group does not negotiate for them the terms of any transaction; that all transactions involve a degree of risk, and that The Triana Group, its directors, employees, contractors or other affiliated individuals are not responsible for recipients’ use of such information, transaction, or results of such transactions.