Jan. 2001
Dawn Marie Interactive Repositions as ASPectx to Broaden Service Offerings in Breadth and Scope
(Louisville, Ky.)—Dawn Marie Interactive was renamed ASPectx effectively Jan. 1, 2001 to raise awareness of additional services and broaden company offerings. ASPectx was chosen to showcase the need for different perspectives at different times in a company’s history.
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FOR IMMEDIATE RELEASE

Dawn Marie Interactive Repositions as ASPectx to Broaden Service Offerings in Breadth and Scope

(Louisville, Ky.)—Dawn Marie Interactive was renamed ASPectx effectively Jan. 1, 2001 to raise awareness of additional services and broaden company offerings. ASPectx was chosen to showcase the need for different perspectives at different times in a company’s history.

Online and offline marketing will be an important growth area for ASPectx in 2001 as the company moves to serve technology-based companies and corporations who need to take a fresh look at “Targeting Technology, Tapping Markets.” The company’s new tagline reflects the ASPectx mission to look at internal business issues from all sides before making technology choices and marketing decisions.

With this tagline, ASPectx puts the focus on looking at company strategies and investing in technologies that make sense in the long haul. Many of ASPectx clients are technology companies that require marketing, and related business planning services to new target audiences and expand their reach.

ASPectx offers solid marketing, branding, and public relations that may encompass web consulting and application hosting strategies.

Technology firms appreciate the firm’s ASPknowledgebase and understanding of how to drive a product or service to targeted demographics. On a fee basis, ASPectx will research and analyze your application service provider to determine if it is appropriate fit or provide information to assist in evaluating ASPs. Full reports are available upon request. ASPs will appreciate our research team efforts in knowing the competition, and our attention to proper planning and execution of new marketing directions.

President Dawn Marie Yankeelov cited increasing outsourcing as a driver in moving to a broader mission statement. “We want to make ASPectx one of the recognized consulting firms for appropriate business planning, marketing, public relations, and research. We will continue to seek out technology clientele looking for growth as well as Fortune 1000 companies interested in technology solutions that works with appropriate marketing for profitability.”
Fortune 1000 firms trust ASPectx to deliver practical information for technology assessment, internet activity, and application service provider choices.

At ASPectx, we believe that market analysis, competitive intelligence research and proper planning for Internet activity are the foundations to a return on investment.

ASPectx

ASP stands for ASP Knowledgebase
E for Editorial Services
C for Consulting
T for Training and Briefings
X for Extra Support in Marketing, Advertising and Public Relations

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For More Information:
Dawn Marie Yankeelov
President, ASPectx
(502) 292-2351

Genscape Corporate Biographies

Chief Executive Officer – David A. Doctor, 50, is Genscape’s President and CEO, responsible for
corporate organization and governance, strategy and government and regulatory relations. Prior to
joining Genscape, Mr. Doctor served two years as CEO of Agora Interactive, Inc., a multi-media
communications company. Mr. Doctor is an organizer of and investor in Louisville-based retail and
manufacturing businesses and serves on their boards of directors. He is the Bank One Entrepreneur
in Residence of the University of Louisville’s College of Business and Public Administration. In
1990 Inc. Magazine and Ernst & Young recognized Mr. Doctor as Louisville’s Entrepreneur of the
Year. Mr. Doctor co-founded EnTrade Corporation in 1984, served as its Chairman, President and CEO
and organized its sale to Tenneco Energy in 1992. EnTrade was one of the leading independent
natural gas marketers in the U.S. and was Louisville’s largest privately held company in 1992. Mr.
Doctor served through 1996 as President of Tenneco Energy Resources Corporation, a $2 billion
multi-division energy holding company. Since 1984, he has co-founded or invested in 14 start-up
businesses. Mr. Doctor is a University of Detroit graduate with a B.A. in Planning and
Environmental Studies.

Chief Development Officer – Sterling Lapinski, 31, is a Genscape co-founder responsible for
technology, communications and analytics. Prior to founding Genscape, Mr. Lapinski was the
Managing Director of Trading for Columbia Energy Services Corporation in Houston, TX. Mr. Lapinski
was responsible for overall management of the firm’s proprietary positions in electricity, oil,
natural gas, weather derivatives and related structured deals, and managed a staff of 20 traders
and support personnel. Mr. Lapinski joined Columbia in April 1998 from Southern Company where he
co-managed a trading book of energy commodities and weather derivatives, and directed a staff of
six business analysts.

Previously, Mr. Lapinski was a portfolio manager at Fischer Francis Trees & Watts in New York
where he traded portfolios of mortgage-backed securities, primarily for Fortune 500 pension funds
and foreign central banks. Mr. Lapinski is a University of Pennsylvania Wharton School graduate
with a B.S. in Finance.

Chief Marketing Officer – Sean O’Leary, 32, is a Genscape co-founder responsible for sales,
marketing and logistics. Prior to founding Genscape, Mr. O’Leary was employed by APB Energy in
Louisville, Kentucky where he originated and developed new business concepts in the energy markets
and managed APB’s venture capital fund, specializing in energy and tech-related startups. Mr.
O’Leary joined APB from Columbia Energy Services Corporation, where he was Director of Trading
responsible for the firm’s short-term and cash positions in various electricity markets. Mr.
O’Leary joined Columbia from Southern Company Energy Marketing, where he was Market Manager in
charge of the direct sales of energy and derivative products to corporate, utility and municipal
entities. Mr. O’Leary previously held similar positions with Duke Louis Dreyfus and Louisville Gas
& Electric. Mr. O’Leary is a University of Michigan graduate with a B.A. degree and a University
of Louisville graduate with an MBA in Entrepreneurship.

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