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Dynamo Team #5: Sirenum

Dynamo(EDITOR’S NOTE: This is the fifth in a series of articles profiling the teams participating in the Lamp Post Group’s inaugural Dynamo logistics accelerator. We asked each team to respond to a series of questions. The 10 teams will pitch their ideas at 10 a.m. October 4 during a “Demo Day” set for the Tivoli Theater, 709 Broad Street, Chattanooga. For more details, click here.)

Today’s profile is about Sirenum, a London-basedstart-up that is focused on helping enterprises better manage its hourly workers.

Tell us about your team . . . names(s), background(s), experience, etc.

  • Benjamin Rubin, Chief Executive Officer (CEO) and Founder: 10 plus years in as Managing Director of a transport staffing business.
  • Joshua Pines, Co-Founder, head of marketing/corporate development: 20 years in technology product, marketing, strategy, and management consulting. Start-ups, IBM, Deloitte, Medidata, PwCC.
  • Amnon Kruvi, Chief Technology Officer: 15 plus years of database development. Amdocs, Fixya.
  • King Cheung, Director of Sales: 25 years of software sales experience with a focus on WFM technology. Clicksoftware, Bullhorn, Saba.
  • Avner Indursky, Product Management and Services: 15 years product, UX, and software implementation experience. Clicksoftware, Huawei, Motorola, ThamesWater.
  • Gaby Frydman, Implementation: 15 years of database/ERP implementation experience. Israeli Ministry of Health, Coca Cola.

Describe the focus of your start-up and the logistics problem you are trying to address. We are focused on the logistics of people. In industries where your workforce is your operations like staffing, health care, transport and logistics, and construction, putting the right person in the right place at the right time is a crucial challenge. Scheduling, monitoring, and paying those workers, with the appropriate amount of compliance and health and safety manage throughout, is costly and time-consuming. Sirenum helps these kinds of organizations address this challenge with a new paradigm for workforce management, saving an average of more than $300 per worker per year.

How did the idea to start the company originate? What was the catalyst? Benjamin Rubin, our founder and CEO, was the Managing Director of a small temp agency focused on the transport industry when the idea for Sirenum came to him. He realized that the way that traditional workforce management software thought about workers was not right for the temp industry (or for industries that manage their people like temp agencies) nor did it properly take advantage of technological developments like the cloud and smart phones.

What was the impetus for applying to participate in Dynamo? Sirenum joined Dynamo first and foremost because of the people behind Dynamo. The combination of their knowledge and network is powerful. Furthermore, we at Sirenum had identified both the transport and logistics and the U.S. markets as key target markets for 2016 and 2017. The intersection of these things, and the timing, made it a no brainer to join Dynamo.

What has been the greatest value the program has provided thus far? Feedback on our investor pitch has been crucial. Introductions to relevant prospective customers and partners have also been valuable, as has been the ongoing education on growing a start-up.

What do you expect to accomplish by Demo Day and what happens after October 4? Establishing ourselves in the U.S. by building a network of potential investors, clients, and partners is at the top of our list. After October 4, we expect to be ready to push even harder into the U.S. and the transport and logistics space there.


Tom Ballard

By Tom Ballard, Chief Alliance Officer,
Pershing Yoakley & Associates. P.C.

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