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


Michael Rumiancau: CEO & Founder, FriendlyData

My NativeAdVice:


Michael Rumiancau is the CEO and founder of FriendlyData, an innovative cloud computing company that introduced a pioneering cloud-based NLP (natural language processing) solution for databases, destined to bridge the communication gap between humans and machines. Michael was born and raised in Belarus. After launching the FriendlyData startup, he moved to New York and then to San Francisco. He is an entrepreneur with a strong technical background. Before founding FriendlyData, as a member of several development teams, he built a lot of successful software products. He is also the author and contributor of growing Open Source projects. FriendlyData helps businesses make data accessible for non-technical people by providing a natural language interface for databases. Now Michael’s ultimate goal is to build a solution for any data source to make data accessible to everyone.

How did you get into the industry?

As an engineer I started working for software development companies. I was often interacting with European and American clients and suddenly found myself reading business literature, getting in touch with entrepreneurs from different fields and attending every tech conference I could- all of this helped me get a better understanding of how IT businesses work. I just felt I needed to go for it! So a year ago we went all in and founded FriendlyData.

Any emerging industry trends?

I would say API solutions are a growing trend- They provide more flexibility for customers and allow to launch some functionalities faster and even without having in house expertise. Definitely think we'll see more and more API´s out there.

Any industry opportunities or challenges?

I believe natural language interfaces are going to be mandatory for sophisticated applications in the next few years. One of the advantages of using NLP in businesses is that not tech people can be way more efficient. NLP solutions are bridging the communication gap between humans and machines, basically they're making data accessible for anyone.

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

After many years of building complex application for different businesses, we got to spend a lot of time with customers and started understanding where they were coming from. We kept noticing that  non-technical people struggled with dara because there were no convenient and easy to use interfaces. This is why we came up with the idea of FriendlyData – the cloud solution, which allows businesses to provide instant natural language interaction with data for their clients or employees.

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

We are implementing a SaaS solution that will allow us to cover a wider market.  At  the same time, we are working to improve our core product in order to provide an even better service  for our enterprise customers.

Your key initiatives for the success of the Business?

Success comes with the right people, so the best initiative I can think of is putting together a great team and finding the right partners. Finding the right people isn’t that easy though. By the ‘right’ people I mean those whose individual goals are aligned with those of the company. Put some extra effort into finding the right people - high spirited and with entrepreneurial mindset - and you will be able to produce world class results! And our team is a perfect example: our common goal along with the team’s cohesion and unity has always been our main source of ideas and inspiration, which allows us to grow quickly.  

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

Difficult moment for us was last winter, when we were counting on receiving money from a VC but we stuck in negotiations. As we realized later this delay happened because the VC had difficulty with raising money for their fund. This distraction negatively affected our dynamic and we decided to move forward and postpone our fundraising. And what we learned is that a) you should never count on anything or anyone until you actually see the funds in your bank account and b) what is maybe even more important - rather than depending on investments to drive growth, it’s best to concentrate on developing your business with your own efforts.

Ideal experience for a customer/client?

Working with FriendlyData it’s like talking to a friend or a colleague – just ask a question and get the answer you were looking for. FriendlyData makes dealing with databases as natural as it can be. Even non-techie people can interact with complex databases, without any special NLP or data science expertise.

Imagine having a complex analytical task completed in just a few seconds by asking your database a question, something like ‘Show me all health technology companies located in NYC, LA or in the Bay Area with 50 to 1000 employees that have raised funding in the last six months.’ How long do you think it would take you or your colleague to process this task? Hours, perhaps even days? FriendlyData will do it instantly.

How do you motivate others?

I try my best to lead by example, to show how commitment and hard work can take you far.  I really believe in encouraging others to grow as individuals and not being afraid of making mistakes!

Career advice to those in your industry?

Don't lose sight trying to raise money (of course is important) but don't forget the real goal is to build your company. Focus on customers, not investors, because your customers are the key to economic independence.