The “Red Herring” same name of the famous but now only online magazine, means “misleading document”. But ironically it is also used to describe the S1 which is the initial filling of a document for the process for an Initial Public Offering.
Back in the day, the S1 was a massive document that ironically did not allow for any graphics upon submission! Instead, what was required was a verbal description of a graphic. Being in charge of product and services marketing for Evolve, my task was to come up with that graphic and then describe it for the S1. This then was followed by the actual graphic itself which you can see in this later post.
Here’s what I came up with: MS Word version here graphictextdescriptions
[Description of graphics for inside front cover]
The graphic consists of the title “Evolve. How Professional Services Get Connected.” An arrow directly under this text points to a large screen shot of ServiceSphere’s Resource Manager framed in a circle. On the bottom right of the circle is another arrow pointing to a smaller circle containing the Evolve logo. Under this circle is the text www.evolve.com
[Description of graphics on inside front cover gatefold]
The inside front cover gatefold contains two pages of graphics.
The title “Connecting the Service Chain” spans both pages.
The top left of the first page contains the Evolve logo with a sidebar containing the following text “Our ePlatform solution helps services providers and acquirers improve the effectiveness of their internal operations and connects them to their clients, partners and suppliers through Services.com in a collaborative transactional environment.”
In the center of the page is a circle with the Services.com logo inside of it. To the left of the circle are three circles labeled “O”, “R” and “D” with curved arrows connecting each one running counter-clockwise forming another circle. In the middle of this circle are the words “ServiceSphere”. The arrow from the “R” to the “D” overlaps with a portion of the left edge of the larger circle labeled Services.com. Inside the intersection of the circles is the word “sXML”. On the right of the large circle labeled Services.com is another three circles labeled “O”, “R” and “D” again connected by curved arrows between them running counter-clockwise with the words “ServiceSphere” in the center. The arrow from the “D” to the “O” overlaps with a portion of the right edge of the larger circle labeled Services.com. Inside the intersection of the circles is the word “sXML”.
On the top diameter of the large circle labeled Services.com is a curved arrow running from right to left around one-third of the diameter with the text “Collaborative Commerce” above.
On the bottom there is a curved arrow running from left to right with the label “Collaborative Commerce” below it.
Below the circles towards the bottom of the page is a title “Over 40,000 professionals managed” followed by the following alphabetical list of all Evolve customers running top to bottom and left to right. Under the customer list is the text “Each licensing over $250,000 in products and services.”
The top right of the second page contains a title of “ePlatform” with a sidebar under it containing a circle containing the letter “O” followed by the text “Opportunity Manager”.
Under this is a bullet with the text “Reduce the time to identify and close a qualified opportunity” followed underneath by another bullet with the text “Improve Managerial Visibility”.
Under this is a circle containing the letter “R” followed by the text “Resource Manager”. Under this text is a bullet with the text “Optimize resource utilization” followed underneath by another bullet with the text “Improve resource retention”.
Under this text is a circle containing the letter “D” followed by the text “Delivery Manager”. Under this text is a bullet with the text “Increases billing accuracy and payment efficiency” followed underneath by another bullet with the text “Optimizes financial performance”.
Under this text is the Services.com logo with a bullet underneath with the text “Services Providers more effectively market their capabilities and respond to requests from services acquirers” Followed underneath by another bullet with the text “Services acquirers define and communicate their business requirements to a qualified group of services providers”
Under this text is another bullet with the text “Seamlessly and securely interact throughout the entire services engagement”
[Description of graphic on page 40]
This graphic is entitled “Evolve ePlatform Architecture” Under the title is a long rectangular box with the text “Presentation Interface” in the middle. Directly below and connected to the left of the rectangle is a large square containing three circles labeled “O”, “R” and “D” with curved arrows connecting each one running counter-clockwise forming another circle with the word “ServiceSphere” in the center. Underneath this circle are the words “ePlatform Server”. Directly to the right and connected to this square is a vertical rectangle with the word “sXML” in the center. To the right of this rectangle is another square with a circle with the Services.com logo inside of it. On the top diameter of this circle is a curved arrow running from right to left around one-third of the diameter with the text “Collaborative Commerce” above. On the bottom of the circle there is an arrow running from left to right with the label “Collaborative Commerce” below.
Under the two squares and the vertical rectangle is a rectangle connected to the border of each of them with the text “Analytics Engine”. Under this is another rectangle, of the same shape and size, directly connected to it with the text “Application Connectors”. Under this is another rectangle directly connected to it, of the same shape and size, with the text “Business rules repository”. Under this is another rectangle, of the same shape and size, directly connected to it with the text “Security Controller”. Under this is another rectangle, of the same shape and size, directly connected to it with the text “Workflow Manager”.
[Description of graphics for inside back cover]
The center of the page contains a large Evolve logo with the sentence “Evolve. Connect. Thrive.TM ” directly underneath it.