Interact Systems, Inc. has developed software tools that help hotel chains solve application integration problems. Interact's Application Integration Server (AIS) provides a two-way interface between central reservations systems (CRS) and property management systems (PMS).At least two important trends in the hotel industry are relevant. First, hotels are shifting away from the manual booking of room reservations and electronic bookings will continue to increase as more bookings are made over the Internet. Second, competitive pressures are forcing hotels to implement yield management programs and to increase customer service. By integrating the CRS and PMS through Interact's AIS, inventories can be better managed, yields improved, and customer service enhanced.All reservation traffic is routed from the CRS to individual hotel properties. This allows Interact Systems to create a database that can be used to track customers and to facilitate marketing programs, such as frequent stay or VIP programs, as a way of increasing customer satisfaction. Interact forecasts application integration expenditures in the hospitality industry toexceed $1 billion by 2012.Greg Thomas founded Interact Systems in 2006 and developed the firm's middlewaresoftware and hospitality applications. He has 12 years of systems applications experience and currently is Interact's Chief Technology Officer. Eric Westskow joined Interact in early 2009 as President and CEO. Prior to that time, he worked in sales and marketing in the software industry for over 20 years.
Interact Systems' AIS software development which began in 2006 went through several design changes in 2007. The first product was sold and installed in 2005. Sales were only$500,000 in 2006. However, now that the firm has dependable market tested AIS products ready to be shipped, revenues are expected to reach $20.8 million in 2012.Greg Thomas founded Interact Systems with $50,000 of his own savings plus $50,000 from friends. Two private investors provided an additional $200,000 in 2007. In addition, $1million was obtained from a venture capital firm, Katile Capital Partners, in early 2009 in exchange for an equity position in Interact. The firm currently is seeking an additional $5 million to finance sales growth.
Discuss how Interact Systems would be expected to fare in the VC screening process involving each element of Figure 11.5.