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RoleFlow launches process-management software for executives

Microprocessor Design By Jason Stitt • 04/21/04 MADISON - A new Madison-based startup is offering business process management software that its creators say will be more intuitive to businesspeople than existing software.

RoleFlow software keeps track of the roles each person involved in a project performs. Project managers can define the roles involved and their associations with workers and other roles.

The majority of business process management software focuses on metaphors that make sense to systems analysts -- theyre data oriented," RoleFlow CEO Mark Blumenfeld said. "What makes us different is that we focus on ... what people do.

The software's functionality is based on research by Eve Rosenthal, an IT researcher and co-founder of the company with Blumenfeld. Her research was intended to find a system that would work well in flexible situations where requirements could be changed without redesigning the software.

Blumenfeld said the software allows managers to assign as many roles as necessary to one person, so the system can work in situations where there is significant cross-over between employees' tasks.

RoleFlow also comes with a graphic diagramming tool that allows project managers to define relations between workers and their business processes.

Behind the scenes, the tool uses an open XML format to describe the diagrams, which interoperate with the main process management program. The software is written in Java and runs with standard SQL-based databases, working via e-mail or Web applications.

The company is not targeting its software at a particular industry, such as software or manufacturing companies. Rather, Blumenfeld said the product is targeted toward any executives looking to spend less time managing business processes.

"With RoleFlow software businesspeople can describe and manage key business processes directly, without extensive participation from technical staff," he said.

Pricing starts at $25,000. The company has started selling already, but is looking for more distribution, perhaps with systems integration companies, Blumenfeld said.

Wisconsin's Department of Health and Family Services has used the software in its Division of Children and Families, the company said in a statement. The company is looking toward expansion with a round of financing this summer, and it has placed as a finalist in Gov. Jim Doyle's business plan contest.

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Jason Stitt is a staff writer for the Wisconsin Technology Network and can be reached at jason@wistechnology.com.

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