Christopher B. Kuenne of the Rosetta Group, based at American MetroCenter, believes that looking at three dimensions of the market is more accurate than considering just one dimension. He says that his firm has proprietary insights on the needs, attitudes, and behaviors of the marketplace, and that it leads in the arena of personalized marketing.

Kuenne just got a big vote of confidence from a New York-based global private equity firm, Lindsay Goldberg, which anteed up a $250 million line of capital. Lindsay Goldberg manages $5.1 billion of equity capital, over a wide range of industries, and it aims to actively help to build long-term value (

“In studying the marketing services sector, we found Rosetta to hold a unique position in its ability to integrate insights, strategy, and execution of personalized marketing for Fortune 500 companies,” said Michael W. Dees, a principal of Lindsay Goldberg in a prepared statement. He promised more investment over the long term.

Rosetta’s existing management team still has what a press release calls “a substantial ownership stake” in the business, and it retains operational and strategic management of the firm. Brown Brothers Harriman and the Winterberry Group advised Rosetta on the transaction.

Founded in 1998, Rosetta has a client list that ranges from Johnson & Johnson, Genentech, and AstraZeneca to Microsoft, Sprint, and HSBC.

The company’s name, Rosetta Group, refers to the principle of using two known languages to decipher a third language, Egyptian hieroglyphics. “We study three dimensions — needs, attitudes, and behaviors — and with these three views we get an idea of how the market works. Most segmentation structures are based on only one of the dimensions,” says Kuenne.

Rosetta’s patented Personality Marketing System helps clients discover the factors involved in brand choice, and using these “deep” customer insights it provides total marketing solutions. Though it uses phone and direct mail channels, the Internet is often its first choice (U.S. 1, February 25, 1999). It serves these vertical markets: financial services, healthcare, digital communication, technology, entertainment, consumer package goods, travel and leisure, and E-commerce.

Privately-held, Rosetta has had more than 40 percent compound annual growth over nine years, and it charts nearly $50 million in revenues in 2007. In addition to 26,000 square feet at American Metro Center, it has offices in New York and Denver. In 2005 it acquired SimStar, another fast-growing firm, and a leader in E-business and other interactive relationship marketing solutions. In fact, Simstar, founded in 1993, made the Inc. 500 fastest growing companies list in 2002.

Recently it won prizes from the Web Marketing Association for its websites for an alcoholism therapy (, a travel bureau (, and a contact lens solution ( Beyond web-based marketing, it also employs call centers, direct mail, and face-to-face selling.

Kuenne (rhymes with beanie) is the son of a noted economics professor at Princeton who devised an oligopoly theory to study competition in a structured market. He majored in history at Princeton, Class of 1985, and has an MBA from Harvard Business School. He spent 10 years in marketing management at Johnson & Johnson, and was a partner at First Manhattan Consulting Group, leading the firm’s retail marketing practice. children.

Kuenne says he will use the monies to expand database services, media planning and strategy, and online and offline agency execution.

Rosetta, 100 American Metro Boulevard, Hamilton 08619; 609-689-6100; fax, 609-631-0184. Christopher B. Kuenne, president.

Expansion To 7A

Eastern Bag & Paper, 2559 Route 130 South, Suite B, Cranbury 08512; 609-655-5900; fax, 609-655-9938. Frank Ritter. Home page:

By the end of the year Eastern Bag & Paper will expand from Route 130 South, where it sublets space from Hanwha International, to 125,580 square feet at Matrix Development Group’s I-195 Business Park, thus moving from Exit 8A to Exit 7A of the New Jersey Turnpike. About 28 employees work here now, and that number could grow to 35.

Eastern Bag & Paper will join Colgate Palmolive, which has already leased 70 percent of the warehouse space at 401 Cabot Drive, and the building is now fully leased. Located at Exit 3A of I-195 and three miles west of Exit 7A, the 145-acre site has a foreign-trade zone designation. An additional 700,600 square feet can be built here according to Patrick Connelly, Matrix vice president. Eastern was represented by Jonathan Glick of Sheldon Gross Realty in West Orange.

Founded in 1908, Eastern is based in Milford, Connecticut, and has three warehouses. It is one of the largest paper distributors in the Northeast and certainly the largest under a single person’s ownership. The owner, Meredith Reuben, is the granddaughter of the founder.

Alone among its competitors (such as Expedx, Unisource, and Bunzl), Eastern deals only with paper and cleaning supplies, not food, says Ken Rosenberg, vice president of marketing.

“We feel we are the supplier of choice for janitorial supplies and equipment, food service and equipment, and healthcare products,” says Rosenberg. “We are leaders in helping people use environmentally conscious products.” For instance, it collects foam trays and partners with a recycling firm to turn them into plastic pellets as well as new foam products. Says Rosenberg: “You save money to go green.”

Transportation For The Disabled

Transportation services for senior citizens, the disabled, and low-income residents are supposed to be upgraded, according to a plan released by Mercer County and the Delaware Valley Regional Planning Commission (DVRPC).

To remain eligible for funding, agencies must coordinate services, and a 2005 federal law tightened the reins on this requirement. In response, the DVRPC held numerous meetings to come up with a 120-page plan. “One of the great things about this project was the large number of diverse organizations that sent representatives to the study’s coordination meetings,” said DVRPC project manager Eric Grugel in a prepared statement.

The stakeholders helped identify gaps in the local human service transportation system, but also pointed out where consolidating duplicate services on similar routes and schedules could allocate scarce resources more efficiently. The recommendations of the coordination plan include, among other things:

The stakeholders determined that they should form a provider coalition, improve public access to information about services, and eventually establish a central call center with a unified scheduling and dispatch system.

Medical Education

Firms Merge

As gifts to medical doctors continue to be scrutinized, pharma companies’ financial contributions to continuing medical education attract attention too. Eight years ago Liberty Communications began to deal with this problem. It set up what it called “Medical Crossfire,” a forum for doctors to exchange expert opinions online, in print, and in person. Pharmas can donate money to forums like these and not get into legal trouble, or be accused of trying to influence prescribing habits.

Liberty Communications was headquartered in 7,400 square feet at Windsor Corporate Park until it was bought in August. Liberty had been owned by Cardinal Health Company, based in Dover, Ohio, but was sold to Platinum Equity, which sold it to the current owner, DazGlobal. DazMedia, a division of DazGlobal, is a digital communications firm based in Hackensack.

Liberty’s employees are moving to join DazMedia’s Healthcare First, founded in March of last year and located on Morgan Lane, where there will be a total of 15 employees. Currently the staff — a medical director, program manager, writers and editors, and account supervisors — are in 4,000 square feet.

David Lepping is the executive director of Healthcare First, and Greg Kloiber is in charge of integrating the 11 Liberty employees into the Healthcare First team. Kloiber (Millersville University, Class of 1983) has the advantage of having worked for both companies; he was in charge of Medical Crossfire at Liberty until he left to join Healthcare First last April.

He has had to integrate people from the two companies at top speed: “I keep telling myself that, as time goes by, the number of speed bumps will decline,” he says.

Research has found that discussion and peer exchange is more effective then lectures. Medical Crossfire does most of its education programming at national conferences sponsored by medical groups focused on a particular disease. At these conferences, Medical Crossfire typically stages a 90-minute panel and discussion program. “Medical Crossfire had been branding this platform since 1999, and the physician community recognizes the quality,” says Kloiber.

Healthcare First, 103 Morgan Lane, Suite 102, Plainsboro 08536; 609-356-1700; fax, 609-356-1701. David Lepping, executive director. Home page:


Infosolve Technologies Inc., 2088 Route 130, Suite 211, South Brunswick 08852; 732-940-0516; fax, 732-875-0853. Subbu Manchiraju, vice president. Home page:

Infosolve Technologies, which integrates business data, moved in August from 300 square feet in shared space at 116 Village Boulevard to 1,200 square feet in South Brunswick.

The move coincides with Infosolve’s introduction of its “Zero Based Solutions” approach. The “zero” refers to the firm’s use of open source data services that require no licenses, term contracts, or upfront hardware investments from customers — yet provide “Zero Defect Data.” This represents a change in the firm’s business strategy from selling software to charging only for professional services.

The more common model for technology companies is to sell software or hardware, rather than just solutions. Even to use something as familiar as Microsoft Word, for example, requires a software license and a personal computer. But with Infosolve hardware and software will now be free. “With us,” says Infosolve’s vice president Subbu Manchiraju, “there are no licensing issues, because we use an open source license for our own software.” Customers rent computer space from an outside vendor rather than paying for a traditional hosting service.

Data integration is the process of retrieving data from multiple sources, for example, a database, an Excel spreadsheet, and a flat file, and then massaging and transforming it so that it fits into the target system. But before the data is moved to the target system, it must be “cleansed.” This data cleansing phase will eliminate typos and duplicates, and add missing information. “We combine data quality and data integration into a single solution,” says Manchiraju.

Manchiraju came to the United States in 1997 and was previously working as a consultant for Fortune 500 and other smaller businesses. He received a bachelor’s degree in electronics and telecommunications engineering, from an Indian university in 1994.

Infosolve Technologies, founded in 2003, has clients ranging from Bank of America to nonprofits.

Summarizing the service that Infosolve provides its customers, Manchiraju likens its data cleansing and integration to a familiar everyday task. “Instead of doing your own laundry,” he says, “you take it out and get it cleaned, pressed, and ironed.”

Dennigan Cahill, Attorneys at Law, 116 Village Boulevard, Suite 307, Princeton 08540; 609-921-2924; fax, 609-452-7263. Grace A. Dennigan. Home page:

Dennigan Cahill moved in July from shared space at 5 Independence Way to larger quarters on Village Boulevard to accommodate growth accomplished by the merger of the firms of Grace A. Dennigan and Mia Cahill.

Dennigan Cahill specializes in family law (including divorce, child custody, parenting time, division of assets, child support, alimony, post-divorce issues, and others), domestic violence restraining orders, employment law (including severance agreements, small business issues in preventing litigation, sexual harassment), school law, and real estate closings.

Mathematica Policy Research Inc., 600 Alexander Park, Suite 100, Princeton 08540; 609-799-3535; fax, 609-799-0005. Paul Decker, president.

By next January Mathematica Policy Research will have an office in Ann Arbor, Michigan, headed by Catherine McLaughlin, a professor at the University of Michigan, now a senior fellow at Mathematica. The new office will, at first, focus on health services research. Employee-owned, Mathematica is one of the nation’s premier social policy research firms, and its clients are federal and state governments, foundations, and private-sector clients.


Gateway Funding, 3564 Quakerbridge Road, Suite 2, Hamilton 08619; 609-586-0020; fax, 609-586-4325. Frank J. Mancino, vice president. Home page:

Gateway Funding, a home mortgage company, closed the Ivy Mortgage office at 29 Emmons Drive, according to vice president Frank Mancino, who works out of Gateway’s Quakerbridge Road location.


Robert A. Lewis, 47, on September 22. A software engineer, he worked at Educational Testing Service and Accenture.

Stanley C. Van Ness, 73, on September 21. As the state’s first public advocate, he fought for Mt. Laurel affordable housing laws, public access to beaches, and preservation of the Pinelands.

Richard Gustafson, 78, on September 19 in Durham. He was a research fellow in antibiotic resistance at American Cyanamid.

Julius Persicketti, 74, on September 15. A master shoe repairman, he owned and operated John’s Shoe Repair on Tulane Street.

Kingsley H. Gallup on September 8. She helped to develop and manage the George H. Gallup International Institute, founded in 1988.

Boyd Memorial

A memorial service for Joe Boyd will be Sunday, September 30, at 2 p.m. at the Princeton Public Library. Boyd, the founder of the Princeton Community Phone Book and the Consumer Bureau listing of business services, died August 9 at the age of 92.

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