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CleverSet selling out to ATG for $10 million

Seattle-based CleverSet, whose technology helps online retailers recommend products to customers based on their shopping patterns, has entered into an agreement to be acquired for about $10 million in cash by Art Technology Group of Cambridge, Mass.

CleverSet had raised about $3 million in angel financing, so the payout is not huge. Still, Chief Executive Todd Humphrey said the return to investors and employees is "extremely positive."

Picture
Todd Humphrey

While CleverSet considered raising more capital from venture funds, Humphrey said a sale made more sense. That's partly because the market for product recommendation technologies is becoming quite crowded. Other players include Aggregate Knowledge and ChoiceStream, both of which are heavily funded.

"...The recommendations/discovery market is becoming very competitive, particularly as a stand-alone offering," said Humphrey. "Now is the ideal time to merge with a larger company, allowing CleverSet's technology to reach a larger audience and be supported by a market leader."

The company's 18 employees will be offered jobs at ATG, while Humphrey will join ATG as vice president of on demand personalization. CleverSet founder Bruce D'Ambrosio -- a former Oregon State University computer science professor and an expert in artificial intelligence-- plans to stay on as vice president and chief architect of on demand personalization.

CleverSet boasts 85 customers, including Overstock.com, Wine Enthusiast and Cutter & Buck. The startup claims that it can boost revenue per user to Web sites by 20 percent to 60 percent.

Other bidders approached CleverSet, but Humphrey said ATG was the best strategic fit.

"Our first interaction with ATG was 18 months ago, and we continued to (be) impressed by their focus on personalization and growth trajectory," he said.

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Founded in 1991 and expecting revenue of about $137 million in 2007, publicly traded ATG provides e-commerce hosting and marketing services to companies such as Amazon, American Eagle Outfitters, Dell, Neiman Marcus and Walgreens.

In a statement, ATG Chief Executive Bob Burke said the acquisition would help online retailers "optimize their e-commerce investments and provide the best shopping experience for their customers."

The deal -- expected to close by March -- still must be approved by CleverSet's shareholders. It also includes closing costs of about $1 million, so the total purchase price will end up being roughly $9 million.

Posted by at January 22, 2008 4:40 a.m.
Categories: ,
Comments
#88783

Posted by unregistered user at 1/22/08 6:52 a.m.

Well done Cleverset!

#88820

Posted by unregistered user at 1/22/08 7:32 a.m.

At least it's a "in the black" sale (i.e. they didn't raise $100m and sell for $25m like Aventail). But if this is the best that most VC-backed startups can do, expect to see more small angel-funded businesses with a neat idea build a "1.0" of their product and then sell quick. So if you're not a founder or 1st employee, it's hardly worth the risk, since your payoff will be pennies.

I suppose that's OK, but it's a big change from how startups operated in the past 15 years or so, and I wonder what the impact will be as fewer "employees" cycle in and out of these growth companies.

#88836

Posted by unregistered user at 1/22/08 7:53 a.m.

Congratulations Todd! Nice base hit. :-)

#88861

Posted by unregistered user at 1/22/08 8:35 a.m.

#88820 above shows a lakc of understanding behind angel investing. The expectation isn't that every investment will return 10x, 20x or whatever you believe.

The point of angel investing is to have enough investments on the table, so the chances for a big return are real. You'll get some small returns (like this one) and quite a few total losses. In balance, you expect that the risk/return is in line with the risk part. You have to have enough in play to make that happen.

#88891

Posted by unregistered user at 1/22/08 9:44 a.m.

Anybody have data on the ownership distribution of CleverSet? What share do the $3 million investors own? How about CEO? Founder(s)?

#88918

Posted by unregistered user at 1/22/08 10:38 a.m.

Where are they on the sampa list of web traffic?

#88925

Posted by unregistered user at 1/22/08 10:50 a.m.

Hey #88861? I understand angel investing just fine.

Since 8 or 9 out of 10 startups fail, the payout has to be at least 10x to be worth the risk (assuming you invested an equal amount in 10 startups). Returning 3x would seem to make angel or VC investing far to risky for the expected return. Remember, it's not 3x for 8 startups and 10x for some. It's 0 for 8-9 startups and (you hope) 10x or 100x for 1.

If all you're looking for is a 3x return, find a couple individual stocks to make semi-risky bets on.

At least angels don't suck all the equity out of a company like early-stage VC companies do. So perhaps the 18 employees actually got a little cash bonus.

#88930

Posted by unregistered user at 1/22/08 10:57 a.m.

#88925

Your logic is missing a key part, namely, of the 8 or 9 that "fail", one benefits when one of them don't fail completely but instead turn a 1, 2 or 3x return. The 1 that hits it big is great...but there is no logic to suggest that hitting it big or nothing are the only two possible results. In fact, that's illogic.

Getting a 3X return is infinitely superior than getting a 0x return -- when there was always the chance of a 30X return. Get it?

#88978

Posted by unregistered user at 1/22/08 1:23 p.m.

John,

You neglected to mention the relationship of ATG & other northwest companies; ATG acquired Primus Knowledge Solutions back in 2004.

-LT

#89018

Posted by unregistered user at 1/22/08 2:25 p.m.

Good work Todd!

I know you were out there working hard on CleverSet and did the right thing. Hope to see what your next deal will bring... Best, Tim Reha

#89025

Posted by pthomas at 1/22/08 2:44 p.m.

Congrats, guys!

-pete

#89260

Posted by Jason Grimes at 1/22/08 5:13 p.m.

Congrats Todd & crew! Well done.

#89672

Posted by samrd at 1/23/08 10:39 a.m.

This is evidence of a well run, well operated company who is putting the best interest of the shareholders and employees first--what a breath of fresh air. In the black and paying out. Good work, Todd.

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