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Founded by James Willenborg and Michael Thoma in 1986 with the first product, MyPhoneBook, followed by more than 30 DOS titles targeted at the small business market. Today, MySoftware Company creates software tools designed for the design and management of direct marketing campaigns, customer prospecting, mail list and postage cost management, under titles including MyMailManager, MyAddressChecker, MyDeluxe Label Designer, MyInternetBusinessPage and MyBrochures.

After it 1995 IPO, MYSW fell on lean times, and its share value fell from the mid-teens to the low single digits. A revival in November of 1998 boosted its share price to a high over $23 in February of 1999.

Online Business and Cunsumer List Broker
An increasing part of MSYW's revenues come from its online sale of electronic databases, in the form of email address lists and other prospect information, already formatted for sending personalized mass email using MyBusiness e-Mailer and other of its software tools. The databases can be specified, selected and downloaded from www.MyProspects.com , allowing MYSW a scalable "annuity" style business service line that extends its brand name and software franchise.

For the year ended in 12/31/98, MYSW reported increasing revenue and decreasing cost of revenues and operating costs, leading to disproportionate changes in gross profit and a breakthrough to operating profitability. Some comparative numbers:

In February of 1999, Intuit announced that it would feature MYSW's Internet prospecting service, "MyProspects.com" on Intuit's small business website Small Business by Quicken.com.

MySoftware's first quarter report showed continued revenue growth, while product development expenses increased 72 percent mainly due to the development and enhancement of the Company's Internet direct marketing services.

Examination of the MYSW 10Q on file at EDGAR Online reveals detail reports about relative changes in revenues and profits by business segment. The numbers suggest that changes in revenue might bring disproportionate changes in profits.

MySoftware is the subject of a message thread on Silicon Investor, and another message thread at Yahoo! Finance. Check there for breaking news and views. See the right side gutter for links.

Do your own research before buying any security.

The Net offers tremendous opportunities for those who can appreciate the "increasing returns" economics of networks, the power of community, and its opportunity to eliminate the costs of intermediaries and manual hand-offs in the distribution chain. Many have pointed to financial services as especially suitable for enhancement using the Net.

This article will be archived at nnarc-mysw.html and may be edited in the future. Check in with Net Nuggets from time to time. The information contained herein is believed to come from reliable sources, but no warranty of accuracy is expressed or implied. The author may own shares of the company profiled that were purchased on the open market and has never received or been offered any compensation from the company profiled or its employees, agents or affiliates. This article is for informational purposes only, is neither an offer to buy or sell a security and is not intended to constitute financial advice.

If you have verifiable information about this company, its business plan or competitors, you are invited to share it via email with me.

doug.simpson@snet.net

MySoftware
... Home Page
... Investor Info
... PR Archive
...

MYSW at Yahoo Finance:
... Quote
... Profile
... News
... Messages
... Research
... SEC Filings
... Insider

Silicon Investor Discussion Thread:
MySoftware (MYSW)

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Copyright 1999 Doug Simpson
All rights reserved.

For technical issues, or for permission to link this to a commercial site,
please email: doug.simpson@snet.net