Enterprise

Numerify’s Stealth Mode Status Poses A Paradox For The Cloud Analytics Company

Comment

Last week, Numerify, announced it had raised $8 million in an oversubscribed Series A round led by Lightspeed Venture Partners. They also received funding from a number of prominent angel investors, including Frank Slootman, CEO of ServiceNow, Amit Singh, president of Google Enterprise and Deep Nishar, SVP of Products and User Experience at Linkedin.

The company, which is developing an analytics platform for SaaS applications, actually raised its funding late last year. It has been in stealth until now and is supposed to remain in stealth until it launches its service sometime in the first quarter of 2014.

The team is doing press interviews and has a web site with enough information to give a snapshot of what they are doing. Its status as a company in stealth mode is really nothing but marketing. What they really want is some buzz about the company to position themselves for a later launch.

Numerify’s positioning points to the paradox and the oxymoronic nature of startups that announce they are in stealth mode. Stealth companies want buzz but their secrecy limits the amount of feedback they can get about their service. It’s also a bit absurd. If the company is such a secret then why announce who you are and what you seek to do?

The real issue for Numerify is about timing. Late last year, Co-founder and CEO Gaurav Rewari approached Lightspeed Venture Capital Partner Bipul Sinha. Rewari, who was previously vice president of product management and strategy at Oracle, is a well-known thought leader in the world of business intelligence. His status is reflected in the calibre of investors he has attracted to his venture.

Sinha said in an interview on Friday that Lightspeed put up the funding in large part because of the idea and Rewari’s background. The others soon followed with their own funding. Over the course of this year, the company began talking to customers who in the course of discussions, asked about a web site. Numerify had no presence online, really nothing about the company at all that they could show customers. In August, they started building a site and preparing for an announcement about the funding they had raised in late 2012.

The announcement would also serve another purpose. It would allows the company to position themselves in the business intelligence market before the competition did it for them.

Sinha said most SaaS applications have no easy way to provide robust analytics. Customers often have to piece applications together to get meaningful results. Sinha said the opportunity for Numerify comes with the need for a simple analytics platform that people can use on to of SaaS environments. He compares it to the 1990s when data warehouse offerings became so popular. Now the need is for analytics platforms that sit on top of SaaS environments.

The market is brimming with competitors trying to meet this need for better analytics.  GoodData, with $75 million in funding, offers a cloud-based data analytics service that competes with solutions from companies such as IBM, SAP and Oracle. It markets to the vast ecosystem of SaaS providers that integrate the technology into their own platforms. Those providers can then offer their own customers access to dashboards, advanced reporting and other features.

In an interview last week, Rewari said the company will initially target the uses cases such as providing more intelligence for sales and marketing professionals. The sales and marketing market is a also a sweet spot for GoodData. Founder Roman Stanek said to me last spring that budgets are shifting to digital marketing. Marketers, though, still do not have enough analytics. GoodData provides insights into that data those marketers have in such great volume from sources such as Twitter.

Knowing the background of Rewari and his co-founder Srikant Gokulnatha, it’s apparent these people have the experience to make their business a potential giant success. Their investors are top-notch. But it is problematic to position the company as it has. More so than stepping boldly out into the market. Numerify is instead trying to raise awareness while also remaining a stealth company. That’s hard to do and also not very effective, especially when enough is known about the company to make its stealth status questionable at best.

More TechCrunch

Creative Artists Agency (CAA), one of the top entertainment and sports talent agencies, is hoping to be at the forefront of AI protection services for celebrities in Hollywood. With many…

Hollywood agency CAA aims to help stars manage their own AI likenesses

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

2 days ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

2 days ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities

For Mark Zuckerberg’s 40th birthday, his wife got him a photoshoot. Zuckerberg gives the camera a sly smile as he sits amid a carefully crafted re-creation of his childhood bedroom.…

Mark Zuckerberg’s makeover: Midlife crisis or carefully crafted rebrand?

Strava announced a slew of features, including AI to weed out leaderboard cheats, a new ‘family’ subscription plan, dark mode and more.

Strava taps AI to weed out leaderboard cheats, unveils ‘family’ plan, dark mode and more

We all fall down sometimes. Astronauts are no exception. You need to be in peak physical condition for space travel, but bulky space suits and lower gravity levels can be…

Astronauts fall over. Robotic limbs can help them back up.

Microsoft will launch its custom Cobalt 100 chips to customers as a public preview at its Build conference next week, TechCrunch has learned. In an analyst briefing ahead of Build,…

Microsoft’s custom Cobalt chips will come to Azure next week