TWST: Could you please give us a brief overview of Synygy today,
including a bit of history?Mr. Stiffler: Synygy is the largest provider of a class of
software known as enterprise incentive management (EIM) software.
We also provide performance management solutions in the areas of
sales performance management and enterprise performance
management. The company was founded in 1991, and this quarter is
our 43rd consecutive quarter of profitable, quarter-over-quarter
revenue growth. We have been growing for 10 years, consistently.
That's put us on the Inc. 500 Hall of Fame ' one of only 61
companies in the history of the magazine ' and it put us locally
on the Philly 100 for the eighth year in a row. We're now the
only company to have ever done that.TWST: Are there any segments of the markets that you are
targeting or is your software used pretty much across the board
by all verticals?Mr. Stiffler: Our client list includes companies across all
verticals, including companies like GE Lighting, Coors Brewing,
Sun Microsystems and Hewlett-Packard. Mainly large companies,
although it applies across the board in all verticals. We have a
heavy focus on financial services, insurance, brokerage and
banking, as well as health care, including pharmaceuticals and
other verticals as well.TWST: Is size an important factor?Mr. Stiffler: Size of our clients has been a factor. We have
focused on companies with over 1,000 participants; however, we
now have solutions for companies as small as 50 participants.TWST: How are the macroeconomic circumstances currently impacting
your company?Mr. Stiffler: It has slowed our rate of growth, but we continue
to grow very impressively because of our business model, which is
built on subscription revenue. Once we have a client, they remain
a client for a very long time, and we are able to grow our
revenue by building on our base of recurring revenue.TWST: How is your competition reacting to what is going on and
what do you consider as your strengths and advantages when you
compare yourself to them?Mr. Stiffler: Our competitors all have traditional software
licensing models, and they have been hit very hard by the
economic slowdown. We are the only profitable company in our
space, and that has given the issue of financial viability
importance in the marketplace.TWST: How do you keep yourself profitable?Mr. Stiffler: We run the business very soundly. We live within
our means. We make investments in the future ' such as in R&D,
where we are spending 25% of our revenue, and in sales and
marketing ' but we do so within our means.TWST: During this period of downturn, what area are you de-
emphasizing and what are you emphasizing?Mr. Stiffler: With our focus, we are very much emphasizing the
execution of our sales and marketing strategy, making some pretty
significant investments in R&D, and using the economic downturn
as an opportunity to do selective acquisitions.TWST: Could you be more specific as far as acquisitions are
concerned? What are your target companies or what sort of
synergies are you looking for?Mr. Stiffler: We are looking for companies that extend our
product line consistent with our product strategy, which is to
focus on broader performance management issues. So not just
incentive compensation, but how incentive compensation can be
integrated into other performance areas. We announced in
September an acquisition of a small company that enabled us to
expand the functionality of our performance management offering
with our Synygy Objectives product, which is for taking corporate
goals and cascading those goals down into individual objectives,
linking that to pay and providing real time information to
participants.TWST: Are you a global player or is your business pretty much in
America?Mr. Stiffler: We do have global accounts, so we are not just in
the United States.TWST: Are you planning any significant expansion there or will
your focus continue to be in North America?Mr. Stiffler: Our focus is in North America, because of the
large, untapped potential of that marketplace. At the same time,
we are bringing on staff and realigning our sales force to focus
on international expansion.TWST: What significant changes are you expecting in your market,
let's say, over the next several years?Mr. Stiffler: I think the biggest change in our marketplace is
increased recognition that enterprise incentive management is a
key way in which companies can motivate the workforce and that,
by properly managing incentive compensation, companies can see a
dramatic return on their investment. For instance, Giga recently
did a total economic impact study by interviewing our clients and
found a 173% internal rate of return over three-year period.
That's an annualized internal rate of return of 173% just by
investing in our solutions. So given this proven return, the
market is recognizing that enterprise incentive management is a
solution that all companies need to consider.TWST: Could you give us a sense of your strategic direction over
the next couple of years?Mr. Stiffler: Our strategic direction is one of focusing on the
broader performance management area and linking incentive
compensation to the different components of performance
management. For instance, in sales performance management, we are
linking territory alignments, individual sales quotas, variable
pay and real-time metrics and analytics; whereas, in the broader
enterprise performance management market, which is of interest
especially to people in the human resources area, we are linking
corporate goals, individual objectives, variable pay and real-
time information. We're really focusing on how to leverage
incentive compensation by linking it to upstream and downstream
issues of importance to the organization.TWST: Is this strategy derived from feedback that you have been
getting from your clients?Mr. Stiffler: Absolutely. There is a strong need to get the
maximum productivity out of your workforce. Performance
management ' providing people with objectives and linking those
objectives to pay across the organization, not just in the sales
organization ' is what's driving our strategy.TWST: Do you have the balance sheet to accomplish all of your
goals?Mr. Stiffler: Yes, we do.TWST: Thus far, how has your company been financed?Mr. Stiffler: Our company has been financed over the past 10
years through retained earnings, which is unique. We do not have
any outside investors or any outside equity investors, nor do we
intend to go public. We have used traditional asset-based lending
and credit lines as well as some government grants to finance the
company.TWST: I have read in one of your reports that your revenues are
in the vicinity of $40 million and you are profitable and you've
been profitable for quite sometime. What sort of revenues are you
expecting for 2002?Mr. Stiffler: We will get very close to $40 million.TWST: What sort of corporate culture have you tried to develop at
the company?Mr. Stiffler: Our corporate culture is one that's based on our
core values, which we spell OPTIC; OPTIC stands for ownership,
professionalism, teamwork, continuous improvement and client
focus. You'll notice that in our core values and in our culture,
our focus is on our clients and doing what it takes to satisfy
our client's needs. Our culture isn't one that's built on a get-
rich-quick scheme or go public and cash out. It is built on our
customers and satisfying the needs of our customers.TWST: As far as you personally are concerned, what is your main
concentration day by day? What do you work on the most?Mr. Stiffler: It changes every month. My focus earlier in the
year was on building a world-class software development
organization and changing some of our processes internally to
both be more productive and have higher quality software. We made
investments of over $1 million in tools to improve quality. My
focus now is on sales and marketing execution.TWST: How would a prolonged slowdown in the economy affect a
company such as yours? You have been profitable even with what's
going on and with other software companies hurting. If this
slowdown continues for an extended period of time, will you still
be profitable?Mr. Stiffler: We will still be profitable and in fact we will be
a much stronger company than our competitors will be. Our base of
recurring revenue will allow us to continue to grow it more
slowly ' not the 80%-60% that we were used to growing, but growth
in the 20%-50% range. We will be profitable and remain
financially viable.TWST: You said earlier that you have not received any venture
financing, but if an opportunity came along to do an IPO, would
you be receptive to that?Mr. Stiffler: No, we would not. We don't believe that that's in
the best interest of our clients.TWST: Realistically, what is the total picture you see for your
company in the year 2004 and what are your milestones along the
way?Mr. Stiffler: The total picture is that in 2004, we will have
completely rolled out our product strategy and created a much
broader product footprint that will enable us to more effectively
compete against the larger enterprise software companies so that
we are perceived not just as a niche software player, but as an
enterprise software company having a broad product footprint.TWST: With the acquisitions that you are planning, will size be a
critical factor?Mr. Stiffler: Size will absolutely be a critical factor, but the
breadth of our product line will be critical also.TWST: Thank you. (WT)MARK A. STIFFLER
President & CEO
Synygy, Inc.
555 North Lane
Suite 6000
Conshohocken, PA 19428
(610) 664-7433
www.synygy.comCopyright 2003 The Wall Street Transcript Corporation
All Rights Reserved
Application Software >> CEO Interview >> January 13, 2003
Mark Stiffler
MARK A. STIFFLER is Founder, President and Chief Executive
Officer of Synygy, Inc. As one of the fastest growing privately
held companies in the United States, and with over 400 employees,
Synygy is the largest company focused exclusively on enterprise
incentive management (EIM) solutions. Mr. Stiffler's
accomplishments at Synygy include recent recognition by Inc... More










