Riverside’s E-mail Marketing Platform Receives Welcome Message

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Blue Sky Factory is Second Add-On to WhatCounts

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Blue Sky Factory is a great fit for WhatCounts. The companies have similar offerings, and the added scale will improve the performance of the business while enhancing customer outcomes.

The Riverside Company has delivered the second add-on to WhatCounts, its e-mail marketing platform company, with the acquisition of Baltimore-based Blue Sky Factory, Inc. Both companies provide strategic e-mail marketing solutions and consulting related to “opt-in” e-mail marketing campaigns that comply with federal CAN-SPAM laws.

Blue Sky Factory was founded in 2001 and boasts an impressive track record of growth and more than 400 different customers, primarily in North America and Europe.

“This acquisition strengthens our thought leadership, delivers proven Email+Social integration, and adds talent from the Blue Sky Factory team,” said WhatCounts President and Founder Allen Nance. “Our mission is bold, to change the marketing game through innovative technology and services. Blue Sky’s team and technology map perfectly to our mission and our customers will ultimately be the winners.”

In addition, the acquisition provides WhatCounts with an office in a critical location near Washington, D.C., and helps further diversify its customer base. Blue Sky Factory customers will now have access to an enterprise class platform that can be deployed as a software as a service (SaaS) or as a network appliance within a customer’s data center.

“Blue Sky Factory is a great fit for WhatCounts,” said Riverside Managing Partner Loren Schlachet. “The companies have similar offerings, and the added scale will improve the performance of the business while enhancing customer outcomes.”

WhatCounts is a platform company of Riverside Micro-Cap Fund (RMCF) II.

Working with Schlachet on the transaction for Riverside were Alan Peyrat, Principal; John McKernan, Analyst; and David Pecore, Finance Director.

Fifth Street Capital provided financing for the transaction, Jones Day was Riverside’s legal counsel, and RSM McGladrey advised Riverside on financial due diligence.

The acquisition is Riverside’s 258th overall and its 11th of 2011.

The Riverside Company (http://www.riversidecompany.com or http://www.riversideeurope.com)
The Riverside Company is a global private equity firm focused on acquiring growing enterprises valued at up to $200 million (€200 million in Europe). The firm partners with strong management teams and enhances its investments through acquisitions and organic growth. Since its founding in 1988, Riverside has invested in more than 250 transactions with a total enterprise value of more than $5.4 billion/€4.4 billion. The firm’s portfolio in North America, Europe and the Asia Pacific region includes more than 75 companies with roughly 14,000 employees. Riverside completes acquisitions smoothly thanks to $3.4 billion/€2.7 billion in assets under management, more than 195 professionals in 19 offices, and longstanding relationships with partner lenders.

Sarah Flaherty
Marketing & Public Relations Manager
The Riverside Company

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