NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Dr. Edward Pultar: Co-Founder & President, Valarm

My NativeAdVice:


Dr. Edward Pultar, PhD is Co-Founder & President at Edward received his two Bachelor’s degrees in Geography and Computer Science (minor in Math) from the University of Utah. His Master’s degree in Geography is also from Utah. During his PhD program, Edward was awarded the Jack and Laura Dangermond GIS Fellowship, and also interned at Google, where he worked on Google Earth. In 2011 Edward received his PhD in Geography from the University of California, Santa Barbara. He has served as a faculty member in the Spatial Sciences Institute at University of Southern California as well as in Spain as a visiting professor of GIS teaching technology courses in English and Spanish at Universitat Jaume I. Edward co-founded Valarm with his brother Lorenzo in 2012. The company's product, software, provides organizations with effective remote monitoring systems integrating Industrial IoT sensors.

How did you get into the industry?

I’ve been in the remote monitoring and Industrial IoT industry since starting Valarm with my brother Lorenzo in 2012. On a related note, I’ve been in the technology and geographic information systems (GIS) industries for over a decade, which provide a firm base for the software that is our product today. You never know how you’ll end up doing what you’re doing, take it 1 day at a time. My background before Valarm included various university and industry experiences.

Any emerging industry trends?

As Industrial IoT sensors and technology in general improve, there are developments that bring remote monitoring to more organizations than ever, including improvements in things like:

•    Availability

•    Size and Form Factor

•    Costs

•    Accuracy

Since sensors today have become smaller and more accurate, it’s easier than ever to use remote monitoring to improve business operations and save time and money. Organizations can easily afford sensor network deployments to effectively monitor their valuable environmental factors like water, air, and other products and assets. With such a large quantity of sensor manufacturers around the world, the prices of sensors have lowered and are more available since everyone has a lot more options today.

Power sources for remote monitoring equipment are also more widely available and cost-effective. Standard wall mains power (e.g., 110V or 220V) is appropriate whenever it is available since it’s reliable and requires less hardware than solar power systems. Today solar panels are also more efficient, widely available, and affordable. Solar power makes Industrial IoT sensors rapidly deployable and mobile, so remote monitoring units like flood warning systems can easily be picked up and moved between bridges, rivers, beaches, coasts, and any other locations. As developments in batteries come about, we’ll see even more portable remote monitoring systems that are smaller form factor and can run longer without needing a charge. This means IoT devices will stay up and alive even longer in inclement, cloudy weather and climates. And as battery efficiencies improve, size and weight decrease and make it easier for you to remotely monitor things you didn’t think were feasible.

Networking technologies are rapidly developing as well. Standard internet connectivity options like GSM mobile cell network, Ethernet, and WiFi are tried and true ways for IoT sensor devices to connect to cloud gateways like New technologies promise better connectivity along with being faster and higher availability. Network technologies like Ingenu, Sigfox, and LoRa WAN can overwhelm an organization with options for deploying remote monitoring systems, but we work hand in hand with our customers to make sure we work together to deploy the most effective monitoring systems for the specific environment.

Any industry opportunities or challenges?

The networking opportunities and challenges mentioned previously are 1 thing that comes to mind. There are more and more options for connecting Industrial IoT devices to the internet, like Ingenu, LoRa WAN, and Sigfox. It’s possible that some networking technologies will emerge as standards more widely adopted around the world. This represents opportunities for market share where we see a lot of businesses focusing.

Environmental monitoring can be seen as an opportunity and challenge for remote monitoring systems. As our water and air become more important for us every day, IoT sensors help make water resources management more effective. Whether it’s through monitoring flood warning systems, water usage, aquifer health, flow meters, air quality, water levels, pollution, or other factors, it’s both a challenge and opportunity for Industrial IoT to help make human life sustainable on our planet.

Inspiration for the business idea, and your vision for the Business?

Valarm was founded when my brother Lorenzo’s motorcycle was stolen. He wanted a cost-effective, rugged, reliable, and flexible solution for monitoring locations of assets, like a future motorcycle. Being a software engineer, Lorenzo programmed the initial Valarm Tools Cloud software platform - When the value of GPS-tagged, sensor information became apparent, with my background in spatial technologies we developed and matured the software, and continue improving it today based on what our customers need. Today organizations around the world, in various industries, use to remotely monitor Industrial IoT sensors for applications like flood warning systems, water resources management, chemical distribution, remote environmental monitoring, engineering, fleet vehicles, tanks, equipment, and other assets.

What's next for the Business in the near future?

We continue to listen to our customers every day to learn how we can best improve and what to focus on. One recent example are new automatic calculator features on These new product features and services help our customers in various industries, like flood warning systems, chemical distribution, tank monitoring, water resources management, air quality, pollution, and other environmental monitoring. We’ve integrated functions to calibrate and interpolate IoT sensor device measurements, which provide our customers with even more accurate sensor values from all types of sensors like water and air quality. Automatic averaging and other statistics are being added to improve business intelligence and analytics opportunities. Additionally, integration with Esri GIS, 2D, and 3D mapping provides organizations with better situational awareness of what’s going on at remote facilities, vehicles, and any other assets.

Your key initiatives for the success of the Business?

Our partnership with Esri has contributed positively to our business at Valarm. During my PhD studies, Esri founders Jack and Laura Dangermond, helped fund my university education through scholarships and fellowships. It’s clear how both Valarm and Esri benefit from being business partners and helping our mutual customers solve their problems easier than ever.

We also work with other software companies like Cityworks, which provides GIS-centric asset management and fits well with applications for Smart Cities that remotely monitor everything from water to air, and all that’s in between. Over the years we’ve partnered up with various environmental consultancies as well. This helps us with everything from field expertise, to boots on the ground and customer relationships.

Sensor hardware companies and manufacturers are also strategic partners that have contributed to Valarm. Working closely with sensor makers like Flowline and Yoctopuce lets us focus on making quality software while they focus on making quality hardware. I believe that’s a key advantage, since focusing on your strengths means better products and results for everyone.

Your most difficult moment at the Business? (and what did you learn?)

That’s a great question. Honestly, there are many difficult moments. I’m grateful for all of the life experiences. I’ve learned to let go, not take things too seriously, focus on the present things that you can control, and really think about when to say yes and when to say no. Also be open to quickly change gears and focus on what’s most essential right now for everyone. While at the same time, balancing that with persistence and sticking with what’s important. It’s really tough, but you get better at it and learn over the years so be patient.

Ideal experience for a customer/client? is used for remote monitoring in a variety of industries around the world. Most recently we’ve seen an increase in using Industrial IoT sensors for monitoring water and air. Our customers most enjoy, appreciate, and benefit from saving time and money. This happens in a variety of ways, from early warning and alerting, to eliminating driving for hours to the field to take sensor measurements. Automatic remote monitoring helps businesses save on maintenance fees for vehicles, and use staff in optimal ways to improve operations and any organization’s effectiveness.

How do you motivate others?

We’re a small company and I believe we’re fortunate for that since every one of us on the team can see and feel first hand the impact of our work. I’m grateful to be part of something bigger than myself and feel lucky to be in a position to help our customers be more effective. Perhaps you’d agree that helping productivity and operations at organizations makes motivation simple and natural, since everyone is growing, improving, and realizing results from the field to the office.

Career advice to those in your industry?

In my opinion, patience and persistence are key. A lot of the cliché phrases we hear all the time have truth to them, that’s why they’ve continued to be passed down from generation to generation over the years.

Stop and think about what’s most important to you. Be honest with yourself and experiment to find the ways you can best contribute. Think about what particular skills you’re best at. Find customers in your industry that have a need for your product. Start with your first customer and listen and learn from them on how to make your product better. If you’re scratching your own itch, that can be even better, think about what your clients really need and make it happen.

Learn. Read books. Listen to podcasts. There are amazing, free resources out there and folks that give better advice than me. Start with your favorites and see who they reference and what they say. A few of my favorite folks are Rich Roll, Ryan Holiday, Tim Ferriss, David Heinemeier Hanson, Jason Fried, and Jack Dangermond. Read and listen to the stories of others, and those they interact with. Learn through the experiences of others.