Setting the Pace for Digital Business: BP Logix

Creating highly customized, flexible workflow solutions that address business challenges.

BP Logix unites IT and business users enabling them to deploy sophisticated, form-based, workflow-driven enterprise apps in a fraction of the time and cost of traditional development efforts. Its award-winning business process management (BPM) software supports the rapid creation of custom workflow-driven solutions embracing the C-suite, operations, sales, customers, and prospects. Hundreds of global organizations across every sector (government, non-profit, and commercial) use BP Logix-powered workflow apps to deliver clear and measurable improvements in productivity, compliance, and customer engagement.

BP Logix, Inc, was formerly known as iMarkup Solutions, Inc. changed its name to BP Logix, Inc. in November 2008. The company was incorporated in 1995, and is based in Vista, San Diego County, California.

In conversation with the CEO and Co-Founder, Jay O’Brien

Why was the company set up? How did you select the vertical and decide to be a part of the global platform?
Having been involved with software companies previously that were focused on collaboration and productivity, I realized that there was room for other technologies to address those issues. My idea was to establish a company that would create technology to bring greater efficiency to managing and automating business processes. And rather than focusing on a specific vertical, BP Logix provides solutions that are vertical-agnostic yet scalable, robust and available globally.

What learnings helped you to set this company up? What drives/inspires you to excel in your field of business?

It’s very simple, everyone is part of our “sales team”. Every member of our company, both technical and non-technical, represents us and our products. Everything we all do in some way touches or impacts our customers, and these touch points have to be handled in a way that benefits our customers. Every deliverable and action is a reflection on BP Logix and we all have an impact on our customers and the bottom line. It is truly customer satisfaction that enables us to grow and satisfying customers is everyone’s highest priority.

What challenges did you face in your initial years?
The first company I co-founded was built on incredible technology. It revolutionized a method of network management for highly complex networked environments. The product itself was outstanding, but the piece I had overlooked was selling the solution to our target customers. We subsequently realized that the target market was looking for a solution that not only addressed network management but also encompassed, performance, security, and asset management as well. Customers would often choose bundled products with inferior network management capabilities. We overcame this by partnering with, and eventually selling to a large IT software management company.

If you have to list five factors that have been/are the biggest asset to your organization, what would they be and why?
Surround yourself with key people. Too often founders have the belief that they need to be involved in every decision and every aspect of the company. Perhaps that is true early on, but in order to facilitate growth you need to find, and hire, great people to carry out your vision.

Find partners that share your passion. We have established key partnerships that allow us to reach and support customers across markets and across regions. The key is finding the “right” partners.

Think about the customer experience. When developing products, too often engineers get caught up in creating exciting technology, and ignore the “whys” and “whats” of the product. Why will customers use this? What benefits do they want? What challenges are they facing? Every feature that goes into a product needs to be well thought out and have a specific reason for being there. Products will usually fail if they are just a collection of neat features. BP Logix has spent countless hours thinking and rethinking about each of these questions.

Our customers are one of our greatest assets. We have been fortunate to have some of the finest customers on the planet, across some of the most exciting industries. To leverage their experience and ideas, we have created a Customer Advisory Board consisting of 8-10 customers who enable us to learn how they are implementing and leveraging Process Director. Their feedback and responses to our product roadmap are the basis for future versions and new products. Current CAB members include Johnson and Johnson, Labor Finders, NEC Labs, and Star Wood.
The technology in our products is perhaps our greatest asset. Coming from a product development background, I have always placed an emphasis on product differentiators and technology. BP Logix was awarded a patent in key areas for our inventions in Business Process Management, enabling us to empower some of the world’s largest organizations.

What do you feel are the reasons behind your product popularity?
Ease of use. The reality is that IT departments are being asked to do more with less. We faced this challenge head on and embraced Rapid Application Development methodologies that enabled our customers to deploy our product quicker than the competition. We embrace the latest cloud and mobile technologies and provide the most reliable path to Digital Transformation.

Where do you see you and your company a couple of years from now?
We are focused on bringing value to an even greater number of customers. We expect to continue to double the number of our customers every 18 months. And of course, the only way we can continue to do so is to provide the best solutions and the best value in the industry.

“The exciting part for us has been the acceptance by customers as they have come to understand the product and why it works as well as it does.”

Meet the Master

Jay O’Brien, Co-Founder and CEO: Jay O’Brien is co-founder and CEO of BP Logix and a pioneer in business process management and Timeline technology. Awarded a patent for his process management solution, Jay is responsible for guiding the architectural direction of the company, as well as leading BP Logix in new technologies and partnerships.