Forterra = The New There
Those who read Clive Thompson's NYT Magazine piece blogged by Greg earlier this week may have noticed the new company name for There: Forterra Systems. Yesterday the company issued a press release that confirms the name change and announces a new round of financing to the tune of $14M.
This round comes from existing VC partners plus a new Israeli-based partner JVP (Jerusalem Venture Partners).
Forterra's corporate site lists its new management team, headed up by Robert Gehorsam, former VP of Strategic Initiatives at There.
Very different kind of splash page too, eh? I think it's cool that they're marketing themselves for "education" and "enterprise" training too.
Posted by: greglas | Aug 26, 2004 at 19:51
I guess they needed a boring/ambiguous corporate name and a more staid webpage now that they're making their money in blood rather than in dollars. Or maybe they just had to ante up the double-speak to play well in the government and corporate space. Leveraging virtual ideation and Maximizing experiential synergy and all that kind of crap.
Maybe I'm just crabby today.
Posted by: Ian Bogost | Aug 29, 2004 at 08:55
jvp also invested in butterfly.net last year.
Posted by: bart whitebook | Aug 30, 2004 at 10:58