Siderean and AWS
Bradley P. Allen
Founder & CTO
Siderean Software, Inc.
AWS Startup Event - LA
9 September 2008

Siderean Software
• Enterprise information access
and discovery
– Visionary status in 2007 Gartner Magic
Quadrant for Information Access
– One of the 2007 KMWorld “100
Companies That Matter in Knowledge
Management”
• Venture funded 2004
• El Segundo, CA
• Our secret sauce: Faceted
Semantic Search
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Turning The Battleship in 2008:
Enterprise Vendor to Web Service
Technology Solution
Horizontal Vertical
Legacy Future-proof
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Focus: Online B2B Marketing
1 2 3
Create Prospect Manage
Interest Engagement Leads to Closure
SEM
$ $$
PPC Traffic Conversion $$$
$$$
SEO
How keywords, How effectively
How sales team
advertising, quality and
delivered content
programs efficiency
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Solution: Content-Powered
Marketing With Information Hubs
• A marketing-driven approach to organizing and presenting
relevant and valuable content to attract, acquire, and engage a
clearly defined and understood target audience -- with the
objective of driving a profitable customer action.
Event Hub
Tech Topic Center
Industry News Center
Call to Call to
Action Call to Action Action
Content
Marketing
Executive Briefing System
Blogsphere Aggregator Center
Call to
Action
Call to
Action
Copyright © 2008 Siderean Software, Inc. All rights reserved.

navBurner: Self-Service
Performance Marketing Hubs
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Instant-On Content Aggregation
and Organization For Marketing
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Service Status
• Currently in
private beta at
navburner.com
• 12 active beta
customers
• Tiered monthly
subscription
model
• Public launch
Q109
Copyright © 2008 Siderean Software, Inc. All rights reserved.

AWS Allowed Us To Turn Our
Server Product Into A Service Fast
Memcached Semantic Search Engine Search Engine
Cluster Cluster Replication Cluster
wiki.navburner.com
blog.navburner.com
Load Balancer Cluster Web Application MySQL Harvester/Annotator
(navburner.com) Cluster Master/Slave Cluster
Copyright © 2008 Siderean Software, Inc. All rights reserved.

AWS Allows Us To Innovate In The
Cloud Where We Couldn’t Before
• Implementing web-scalable faceted
semantic search on top of SimpleDB
Web Semantic
Application Search Engine SimpleDB
Cluster Cluster
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Bottom Line
• AWS has enabled a strategic shift for
our company
– It’s allowed us to move faster than otherwise
possible
– It’s opening new doors for product innovation
– We’re becoming a new company as a result
Copyright © 2008 Siderean Software, Inc. All rights reserved.

Thanks!
ballen at siderean dot com
www.navburner.com
friendfeed.com/bpallen
bradleypallen.org