Earlier this month, one of our newest clients announced a new business model, new company name and new funding. The client, a data performance company previously known as SoftNAS, will now be known as Buurst, unveiled that it was changing how it would charge for its services.

As with every announcement, we worked closely with Buurst’s team to understand the value of this news and what it would mean for customers, partners and the industry. Buurst’s novel approach is in response to the rate at which data is being generated. We learned the amount of data generated is essentially doubling every two years. The traditional approach to data storage and management is to charge a storage tax, which led Buurst’s leadership team to ask, what happens when companies can no longer afford their data?

Buurst completely changed its model and vision in response to an evolving industry and to position their customers for long-term success in the cloud. The change was forward-thinking and disruptive, and we expected the news to generate interest.

As we prepared for the announcement, we decided to pursue analyst briefings to secure third-party validation of the new approach. We secured briefings with IDC, ESG Global and 451 Research in which Buurst walked the analysts through the changes and secured their thoughts on the new model. Additionally, we requested that several analysts serve as media references and secured approved quotes in advance of the announcement.

Finally, we decided to offer this news under embargo to key journalists to allow them time to process the news, secure additional information about how this would disrupt the industry, and why the company was making these changes now. The embargo pitching led to two phone briefings and an email Q&A with a target publication.

Below is an overview of the original articles we secured on behalf of Buurst. Congratulations to the Buurst team on a successful launch of the new business model and brand!

Coverage Recap: SoftNAS Changes Name to Buurst, Announces Plan to Disrupt the Storage Industry

• SoftNAS Rebrands as Cloud Data Performance Company Buurst—Channel Futures, 4/17/20
• Vast Data Wows Investors with ‘Flash Everywhere’ Design—TechTarget, 4/17/20
• SoftNAS Drops Name and Billing Model to “Disrupt: Storage Industry—Data Economy, 4/16/20
• SoftNAS Changes Name to Buurst, Raises $5M to Help Companies Manage Data in the Cloud—GeekWire, 4/14/20
• SoftNAS Rebrands as Buurst with New Pricing Model and Channel Emphasis—ChannelBuzz, 4/14/20