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Management Team

Steve Sweeney - Co-Founder

Steve Sweeney founded Advanced Database Designs in 1987, to provide database design and implementation services to clients across a broad array of vertical industries. Clients include Fortune 100 companies as well as internet start-ups. Advanced Database Designs specializes in delivering web based billing, electronic payable processing, customer support, royalty payment and a host of other business applications to meet the specific needs of this diverse clientele.

Bridging islands of data is an expertise of Steve Sweeney. Software development projects focus on business process improvements that automate client operations and save money as the client gains further insight into their business practices. Steve Sweeney was named Developer of the Year in 2007 by O'Neil Software.

Steve Peterson - Co-Founder

Steve Peterson has been a senior financial officer for public companies and internet start-ups. Through Mr. Peterson's guidance, two start-up companies, Whole Earth Networks and Trymedia, were successfully sold to public companies. Mr. Peterson also co-founded SentryTrack Systems LLC, a Pleasanton, CA based provider of remote monitoring solutions for the municipal utility industry and organizations such as the Army Corp of Engineers.

Peterson began his career with the CPA firm Main Hurdman (KPMG) in New York, where his clients included Cablevision and Pfizer. He then worked eleven years in various senior financial management positions for Capital Cities/ABC (now owned by Disney), and was CFO of book publisher, HarperCollins of San Francisco, a division of News Corporation. Steve earned a BS in Accounting from Villanova University, a MBA in Management from Golden Gate University and is a CPA.

Peterson started a QuickBooks Pro and Business Coach Meet-up group in May 2008 that is now the nation's second largest member group ( The group was recently featured in the QuickBooks Pro Advisor Newsletter.

Peterson expertise includes assisting companies with turnaround and capital raising opportunities. The analysis tools used to manage lenders, investors and management requests are captured in the BizTrend product.

Joe Lindsey - Director of Sales & Marketing

Joe's career spans more than 25 years in the enterprise software industry and he has held various positions in executive management, product management, product development, consulting, sales and marketing. Prior to coming to BizTrend, he was co-founder of The Turning Point Team, a SF Bay Area Sales and Marketing consultancy. He has worked for large companies (e.g. McDonnell Douglas, EDS and FMC) and several startups that include Valisys, Rapt, WorldChain, and Agile Software (acquired by Oracle Corporation in 2007) where he was Director of Strategic Alliances and responsible for the Alliance Partners Program that coordinated relations with software, integration and consulting partners worldwide. He was instrumental in the creation of an integration partner certification program that accelerated the quick adoption of Agile's Product Lifecycle Management (PLM) solution into companies with existing Enterprise Resource Planning (ERP) environments.

Joe holds a BA Management w/honors degree from Saint Mary's College


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