The Triana Group, Inc. is an international corporate development firm dedicated to helping midmarket technology companies expand globally by facilitating access to new markets and capital. They provide a range of services including business development, market analysis, and corporate finance, operating from locations such as New York City and partnering with firms across multiple countries. Their experienced teams assist clients through strategic planning and execution, ultimately enhancing their market position and growth potential.

1. Corporate Development For
Midmarket Technology Companies
THE TRIANA GROUP, INC

2. CORPORATE DEVELOPMENT
FOR MIDMARKET TECHNOLOGY
COMPANIES
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 DO
We 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.
GEOGRAPHIES
The 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.
“ Triana delivered more than our most optimistic
expectations.
SYLVAIN LEBORGNE, CEO, ADLEDGE (WEB SOFTWARE)
“
“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.”

3. “ Trustexpertisecollaborator’s know-how, judgment
and
in your
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)

4. 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 Jean-Marie subsequently turned
interim executive for selected clients his focus on emerging companies.
and provides financial expertise in Leveraging his unique combination
capital-raising. He started his career of technical, business development
and financial expertise, he assists
in New York as a Systems Engineer
client companies in developing and
at IBM. He was quickly promoted to
implementing their expansion strate-
Marketing Manager, holding increas- SELECTED SENIOR PARTNER PROFILE:
gies. Jean-Marie currently acts as the
ing P&L responsibilities, and manag- Jean-Marie Bergeal
President of a software venture in the
ing relationships with selected For- Tech sector.
tune 500 companies. Jean-Marie graduated from Ecole
After eight years at IBM, he joined des Mines de St Etienne, and holds
the banking sector where he devel- a Master of Science from Yale Uni-
oped relationships and drove busi- versity as well as an MBA from New
ness with medium to large US cor- York University.
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- “Our us generate strong interesthas already
helped
collaboration with Triana
from users
geal has structured financing transac-
tions totaling in excess of $5 billion.
and integrators. “
GABRIELE RUFFFATI, DIRECTOR, ENGINEERING GROUP (SOFTWARE)

5. “ 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)
“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.
SELECTED EXAMPLES
FROM TRIANA TEAM
MEMBERS’ EXPERIENCE EXAMPLES OF SERVICES
•
Developed sales reps network for • trategy: Market study, segmentation,
S • nbound lead generation via public
I
a $4 million Midwest provider of USP value proposition, positioning; relations events, online marketing,
electronics components for medical translation into elevator pitch and community management and press
devices sales scripts, one-pagers, brochures, releases
PowerPoint presentations
• ithin 2 months, assisted a delega-
W • onferences, tradeshow visits, pre-
C
tion of 10 CEOs of high-technology • ssistance with development of
A sentations and demos
systems providers in obtaining meet- US-based case studies, white papers,
ings with executives in targeted mar- tutorials, demos, FAQs and QA • utreach and qualification of pros-
O
ket verticals. Result: 3 days, 2 cities, pects, follow-up until closing
71 meetings • ead generation and qualification,
L
database development for targeted • elationship management with
R
• or a European Internet company,
F clients, distributors, value-added channel partners; Level 1 customer
developed a partnership in NYC resellers, consultants, other channel support with local hotline by trained
with one of the world’s largest partners contact point
digital marketing agencies, leading to
new revenue. • ecruiting and management of part-
R
time or full-time sales team, for short
or long term sales programs

6. CORPORATE FINANCE
PARTNERSHIPS
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.
OMAR MENCIN IS A SENIOR Prior to USMAC, Omar worked at
partner leading the corporate fi- the World Bank’s Paris Office, then
nance practice. Prior to Triana, he in the New York Office of Goldman
was the President of The United States Sachs’ Merchant Banking Division
Market Access Center (USMAC), (which invests private equity capi-
a Silicon Valley-based high-tech tal worldwide), and several Stanford
business incubator partner of The University programs.
Triana Group. Omar is a graduate of Swarthmore SELECTED SENIOR PARTNER PROFILE:
Dr. OMAR MENCIN
He and his teams helped dozens College, Stanford University, the Ex-
of companies design and imple- ecutive Development Program at
ment successful market entry strat- Harvard Business School, and has
egies, with a focus on initial cus- studied advanced Mandarin. He
tomer acquisition, business scaling, holds a Doctorate in Business Ad-
capital raising, and successful exit ministration with a focus on Finance
positioning when applicable. from the ISM for his work on the
Between 2008 and 2010, this to- valuation of privately-owned com-
taled over 160 million dollars in panies. He is a member of the Pa-
growth capital raised; increased cific Council on International Policy
revenue generation, for some and serves on the Advisory Board of
companies from zero to 200 mil- an early-stage battery technology
lion dollars; and facilitated deals company, Zeptor Corporation. He is
such as Spanish Grupo Clavijo’s an active business angel in addition
licensing partnership with a US to being an early investor in Clarity
manufacturer, and the Brazilian Payment Solutions, which was ac-
Totvs -Latin America’s largest soft- quired by TSYS in 2005.
ware company- RD deal with
Stanford University.

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

8. CORPORATE FINANCE
PARTNERSHIPS EXAMPLES
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.
• ollowing a year-long partner search, due diligence, and initial collabo-
F
ration, Triana facilitated a joint-venture between Qualiac and its first
US partner.
• he partner, California-based Synoptek, serves prominent clients such
T
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 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
• eceive $8M from an international investment pool
R
• ign a Partnership Agreement with an American supplier
S
• ign a Partnership Agreement with a digital TV provider
S
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
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.

9. IN 2012, THE TRIANA GROUP FACILITATES
QUALIAC’S JOINT VENTURE WITH
CALIFORNIA-BASED SYNOPTEK:
“
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.
A meeting during a roadshow organized by Triana
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

10. TRIANA VENTURE PARTNERS™
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.
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
SELECTED INVESTOR PROFILE:
2005, he founded the company Pharma Omnium, for which he raised 100 Frederic Champavere
million Euros.

11. 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.
“ Our first deal was between a devices manufacturer
we own and a medical
distribution company
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
“
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

12. MARKET STUDIES FOR
INFORMED DECISION-MAKING
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.
JABRIL BENSEDRINE STARTED HIS from ESSEC (he received the In-
career as a strategy consultant while ternational Strategy Association’s
pursuing research projects in aca- Annual Best Dissertation Award),
demia. He then took on a number of and is an alumnus of U.C. Berke-
business roles including functional ley’s Haas School of Business post-
management, steering committee doctoral program. The author of
member, founder, and executive several strategy-related articles and
board member in different compa- chapters (publishers including John SELECTED SENIOR PARTNER PROFILE:
Jabril Bensedrine, Ph.D.
nies and organizations. He worked Wiley Sons and Oxford Univer-
with several organizations in Eu- sity Press), he continues to lecture
rope and the United States, ranging at the Polytechnic Institute of New
from corporations to institutions, York University. He is a member of
and research firms such as Financial the Essec Business Angels group.
Times sister company Eurostaf. His In 2008 he co-founded and
engagements included market stud- provided the seed-capital for The
ies, needs analyses, competitive Triana Group.
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

13. “The Triana Group helped us validate have them
market strategy. We are delighted to
our
support our business development operations
and partnership outreach for the US market. “
BERNARD FORT, CEO, TENNAXIA (SOFTWARE), INTERVIEWED IN LES ECHOS
Face-to-face meetings, interviews and
focus groups facilitate market discovery and inform
strategic decision making.
PARTIAL SERVICES LIST
• ssess market potential
A
• Scope business opportunity
• Assess competitive landscape
• enchmark product vs. established
B
local competitors
• Develop user needs analysis
• Recommend market entry strategy
• ormulate short-list of possible
F DOZENS OF COMPANIES HAVE TAKEN ADVANTAGE OF
partners, distributors, target segments TRIANA-SPONSORED CONFERENCES, FOCUS GROUPS, AND
WORKSHOPS TO SPEED THEIR UNDERSTANDING OF NEW
• ecommend or adjust segments,
R MARKETS AND CUSTOMER SEGMENTS
positioning, product, pricing,
promotion, distribution
• Develop sales projections
• Develop budget business plan

14. INTERIM EXECUTIVES
CAPACITY BUILDING
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.
LORRAINE MARCHAND HAS HELD She left BMS to join the leading con-
executive roles in Management, Op- tract research organizations Covance
erations, Business Development and (Princeton) as Vice President for Late
Marketing for large pharmaceutical Stage Services, then Clinilabs (New
and biotechnology companies, drug- York) as its Chief Operating Officer.
development service companies, Since then, she has helped to launch
and healthcare services companies as an Advisor, CEO, Board Member,
in addition to academic medical and/or Business Angel several pri- SELECTED SENIOR PARTNER PROFILE:
Lorraine Marchand
centers and the Federal government. vately funded medical and informa-
Over her career, she held PL re- tion technology companies. In 2010,
sponsibility for budgets ranging from she joined The Triana Group, Inc. as
start-up capital to $275 million, and Senior Partner and co-founder of its
operations on several continents. Healthcare practice. Lorraine is Se-
Lorraine started her career as a nior Associate Director for Health-
program director at The National care at Columbia Business School
Institutes of Health where she was and an Executive Coach at Hewlett
the founding director of a new pro- Packard Sales University.
gram. She then joined the public re- Lorraine holds a Masters in Pub-
lations firm Porter Novelli-Omicom lic Affairs from the American Uni-
in New York where she was Senior versity and M.B.A.s from Columbia
Vice President and Managing Direc- University as well as the Lon-
tor. She later became the Executive don Business School. She has Six
Director for Business Planning and Sigma Certification.
Operations at Bristol-Myers Squibb.

15. “We built the East-Coast presencein the Midwest.
can diagnostics company based
of an Ameri-
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.
“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
“These are very much the kind of people you want
to work with. “
DR. JEAN-FRANCOIS ZAGURY, FOUNDER AND CHIEF SCIENTIST OFFICER, PEPTINOV
CAPACITY BUILDING
INCLUDES
• nterim-Executive services
I • Secure key agreements
• Troubleshooting • Develop ecosystem
•
Adjust to foreign market and • ecure key professional services
S
go-to-market blueprint providers
• Provide office space • Manage administrative processes
• Secure infrastructure • oordinate appropriate experts:
C
regulatory, operations…
• Recruit and coach
•
Operate entity in our
• Secure financing geographical market
• Develop sales channel network

16. THE NYC OFFICE MEMBERSHIP
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.
“Joininginthe membership program wasMarket entry.
instrumental
helping us kick-start our US
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.”

17. A REAL PHYSICAL
PRESENCE
•
Physical address
• edicated NY phone number
D
forwarding
• esk and wireless Internet
D
• Conference room access
• Mail forwarding
A BUSINESS HUB
• ccess to selected service providers
A
• Access to networking events
• Strategy sessions with senior partners
• umerous resources available to office
N
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

18. HOW WE WORK
BUSINESS MODEL
Although 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 CONTROL
An 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 STRUCTURE
The 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.
“ parereport back to clients weeklyconcrete numbers
We
supporting documents with
or monthly. I pre-
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.

19. KEY FACTS
YEAR FOUNDED
2008
COMPANIES ASSISTED
(several for multiple projects)
37
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 long
term engagements
SECTORS
Technology: 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

20. THE TRIANA GROUP, INC
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.
59 FRANKLIN ST #306
NEW YORK, NY 10013
www.trianagroup.com
contact@trianagroup.com T: +1 646-417-8136 F: +1 646-417-5805