Team Iterate

From Apple Secret Products to

eBags' former CEO
and co-founder

Jon Nordmark

CEO and Co-Founder   |

Prior to Iterate, Jon was the founding 10-year CEO of which grew profitably at a 34% CAGR between 2000 and 2008. While CEO, eBags grew annual gross sales to more than $100 million.

eBags was known as an innovator. Between 1999 and 2001, eBags became one of the first retailers to:

  • drop ship from ~500 3rd party warehouses (1999),
  • run on a negative cash conversion cycle (1999),
  • solicit product reviews from consumers (1999), and
  • test site features using A/B split methods (2000).

Like at eBags, experimentation is a cornerstone of Iterate. Testing helped eBags systematically create one of the Web's top converting sites before 2008: Top 10 CVR (Nielson Report).

eBags also built and sold it to Zappos while running and in the US, UK, Germany, and Japan.

Today, eBags serves more than 40 million shoppers per year. It's sold more than $1.3 billion worth of bags. Jon remains eBags' Chairman.

Between eBags and Iterate, Jon invested in and worked with Startups, many of which graduated from three accelerators like Happy Farm from Ukraine (left). He’s formally helped VC- and angel-backed Startups including Silicon Valley-based Runa (acquired by Staples, 2013) where he was chairman of their advisory board.

Apple Secret Products

Brian Sathianathan

CDO and Co-Founder   |

Before Iterate, Brian was a part of the seed stage investment team at Turner looking for startups in the Social, Consumer, Advertising, and Recommendation spaces. Over two years, he made 13 investments, saw two of those companies be acquired (one by Apple). He also participated in Turner's acquisition of Bleacher Report.

Prior to Turner he founded Avot Media, a video transcoding platform built for Mobile, where he was CEO. Customer list included companies like Warner Bros. Avot was acquired by Smith Micro, a public company based in L.A. At Smith Micro, Brian became the head of the video business and was responsible for strategy, vision, and integration.

Before Avot, Brian held management positions over 8 years at Apple. For 6 of those, he lead iPhone and Intel Mac initiatives within Apple's very private Secret Products group. He led two core groups that designed the security and activation platform for the first iPhone, and he holds patents in those areas. Brian was initially hired by Apple for his software development and encryption skills.

Brian is passionate about digital startups, and his mission is to help the entrepreneurial community connect seamlessly into enterprises. He is an active advisor and an investor to several Valley startups.

Brian has an MBA, plus an MS degree in Computer Science, and he is now a co-founder of Iterate Studio. He lives in Silicon Valley.

PilotPass® Creator

Andrew Wichern

COO, General Counsel and Co-Founder   |

Andrew oversees all aspects of the company’s legal affairs and business operations for Iterate Studio.

Before joining, Andrew was General Counsel of Jones International, Ltd. and its subsidiaries, which engage in e-commerce, software, education and entertainment projects.

Prior to Jones, he was a lawyer at Morrison Foerster and Messner Reeves. During his tenure, he specialized in mergers and acquisitions, and provided general counsel to public and early stage private companies.

Previously, Andrew worked in Silicon Valley serving in leadership positions within the services operations of venture-backed software companies Opsware, Inc. and Crossworlds Software, Inc.

He began his career with Ernst & Young where he worked primarily in Europe within E&Y’s global client consulting practice.

Andrew holds a JD from Northwestern University School of Law, a MS in Management Information Systems from the Mays School of Business and a BBA in Accounting from the McCombs School of Business, University of Texas, Austin.

Goldman to Gap to Iterate

Joanne Wichern

Head of Activation   |

Joanne has worked ...
@Pricewaterhousecoopers - project, portfolio and account
management at customers such as Intel Corporation

@Diamond Consulting – strategy consultant

@Gap Corporation - International, Project Red, Franchise Singapore, Malaysia, Dubai and Africa

@Goldman Sachs – managed analysis, testing and execution of high-risk technology initiatives

@Denver Public Schools - national peer recognition for her team’s support of Senate Bill 191 – teacher effectiveness rollout

She is a strategic, high energy leader with an in-depth understanding of building customer relationships, crafting business strategy, developing and deploying products.

With over a decade dedicated to it, she has mastered the art of team including its many facets in planning, developing, and implementing best-practice business solutions for retail, financial, telecommunications, and the public sector.

She has spent her career maneuvering obstacles to develop and manage private and public sector programs where she relies on her expert ability to open and maintain channels of communication, instill confidence in a solution, and ensure business partner, customer, and team satisfaction.

AI, Big Data, IoT Expert

John Selvadurai

Emerging Technology Expertise   |

Prior to becoming a PhD Candidate in Technology Management, John earned three masters degrees (MS in Network Technologies, MS in Computer Science and an MBA). He has conducted research in IoT and proposed new IoT framework for distributed computing based on swarm intelligence involving research related to ant farms and bee colonies. He's published research papers in mobile commerce and mobile payment, and his research interests lie in IoT, Big Data and AI.

While his academic interests have involved a lot of theory, he also has a strong practical grounding. John has managed large-scale enterprise integrations while working on enterprise business solutions with SunGard. After Sungard, he was the technical co-founder of a payment solutions provider, where he architected an innovative mobile payment system which involved a number of patents. He's also mentored and collaborated with entrepreneurs at startup incubators like ChicoStart.

Defining Principles

The world is changing. At an unprecedented pace. Iterate helps large companies harness the best digital inventions. Many of those game-changing inventions are birthed in the Startup ecosystem which is where Iterate operates every day.

We embrace this changing world in a novel way. We acknowledge that digital startups that cost $5,000,000 to start in 2000, now cost $5,000. That efficiency tools like the Cloud, tag managers, beacons, smartphones, deep learning, and A/B split test platforms weren't invented until 2007 and later. As a result, we believe in making the hard, easy; the slow, fast; the closed, open; the costly, accessible.

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