Addapptation snares $1.3M seed to build a better UX for Salesforce

Ron Miller

Addapptation, a startup that wants to build a practical design layer on top of Salesforce and other enterprise tools, announced a $1.3 million seed investment today.

2048 Ventures led the round with participation from East Coast Angels, The Millworks II Fund and additional angel investors from New Hampshire, where the firm is located

Co-founder Sumner Vanderhoof says the startup's goal is to build a user experience platform for enterprise tools like Salesforce . "Our goal is to help make simple, easy to use Salesforce.com solutions built on the addapptation UX platform.

"At the end of the day, we're really helping transform the way companies work, making their employees more efficient, making the job they do easier and more consistent, so they have a bigger impact on the companies that they work for," Vanderhoof told TechCrunch.

He says they do this by looking at the company workflow and what issue the customer is trying to solve -- such as a problem converting deals through the sales cycle. They will then help build tools and an interface to make it easier to pinpoint this information with the goal of being able to reuse whatever solutions they create for other customers.

He says the platform is template-driven and designed to quickly go from idea to solution. A typical solution takes no longer than two weeks to build and implement. Once a customer is using addapptation, employees can log into the addapptation platform or it can be a layer built into Salesforce providing a more guided experience.

The company has built around 40 plug-ins for the platform, including a heat map that identifies where sales is likely to find the best opportunities to close a deal. The solutions they build are designed to work online or on mobile devices as needed.

Photo: addapptation

Vanderhoof says that the company has a good relationship with Salesforce, and it doesn't compete directly with the company. "Their main focus is providing tools for a wide audience. Ours is extending the platform beyond what it can do," he said.

The two founders, Vanderhoof and his wife Carla, took three years building the platform, essentially bootstrapping before taking today's funding.  The company has 15 employees in its Exeter, NH, headquarters and has 20 customers including Comcast and Ingram Micro.