be purchased for the computer at a typical cost of $500, yielding a total system cost of $1500-$2500. Clearly, a plug-in
board at $550 is a more cost effective solution.
The DM-100 finds applications in any industry making precise measurements of voltage, frequency, or resistance. In
the analytical chemistry market, one of the major users of personal computers, the product can be connected to
spectrophotometers, flourometers, PH meters, chromatographies, and scales.
Another major user of the board will be companies involved in automated test and calibration of instrumentation. This
includes the manufacturers of such instrumentation, as well as many electronic service and rental companies.
APPLE computers have appeared in medical research laboratories, research hospitals, and universities all across the
country. These institutions are using them to automate their experiments as well as to reduce collected data. Typically,
they are interested in precision measurements taken from resistance temperature devices (RTD's), various flow and
pressure transducers, as well as from low-level analog voltage sources. A key requirement for applications is that the
equipment be electronically isolated. Since most of the available data acquisition boards are neither isolated nor
precise, this is a key selling advantage for Data's boards.
The company advertises in industry tarde journals such as American Laboratory, Instruments and Apparatus News,
Electronic Design, laboratory Equipment, Physics Today, and Byte Magazine. Leads generated from theses
advertisements are followed by Data's representatives. Advertising consists of 2/3-pages, 2-color ads enhanced by a
two-color product brochure and multi-page Product Description to provide additional product information. Advertising
will become more intense as sales begin to generate cash.
Data has four manufacturer's representatives under contract and is actively soliciting more to achieve total domestic
One of the principle founders of Data Instruments, Inc. was James J. Flower. Flower developed his initial expertise in
electronics while working for Gould Inc. (Instruments Division) in Cleveland from 1977-1978 as a design engineer. At
Gould, Flower was responsible for the design and production of a system named "speed gage", a multi-capacitive
transducer and microprocessor electronically controlled gaging system.
Flower the moved to Gilford Instrument Laboratories in Cleveland from october 1978 until April 1984. Gilford
manufactures and markets spectrophotometer based instrumentation. The two main categories of products are research
and clinical chemistry analyzers.
The design of these products utilizes the knowledge and effort of chemical, electronic, mechanical, and software
engineering. Flower had total electronic responsibility for four major systems. Flower's educational background is an
engineering degree from Cleveland State University in 1976.
Roy W. Hart, the other principal founder, also developed a wide range of experience at Gould from 1976 through April
1984. hart moved through the levels of application engineer, design engineer, senior design engineer, and product
manager. In the latter position, Hart was responsible for all market and business aspects of assigned products, including
market research and analysis, business planning, marketing/engineering, coordination, and new product introduction.
Hart's education includes an engineering degree from the University of Dayton in 1976, and an <.B.A. from Case
Western Reserve in 1983.
Flower's insight into the expanding opportunities of computer application in the instrumentation field ignited the
entrepreneurial thrust that resulted in his convincing Hart to combine their talents in to the Data venture.
Planning for the Future at Data
Both Flower and Hart were pleased with positive cash flow in 1987, but they were concerned with maintaining, the
innovative open climate among employees that both identified as Data's competitive strength. In 1987 they retained the
services of a consultant to implement an Employment Involvement program.