Road 3 specializes in business strategy, product management, and marketing services for technology companies.

We work with businesses of all sizes—from one‐person start‐ups to large enterprises—to develop and launch world‐class products for any platform. Our team’s executive‐level experience in formulating business strategy, managing products, and developing brand and marketing campaigns offers the breadth and depth of expertise you need to put your ideas in the fast lane.

Our Services

Specialists in Web & Mobile Applications

Leverage our experience creating products for the web and mobile platforms. We’ve defined and built mobile‐optimized web UIs and mobile apps for a variety of smartphone platforms including Apple iOS, Palm WebOS, and Google’s Android. We’ve built apps that leverage social media through Twitter and Facebook, as well as accessed complex developer APIs and enterprise systems.

Experts in Agile Product Management

Building products can be a risky and expensive undertaking. At Road 3, we use agile methods to foster collaboration, communication, and productivity in order to meet customer needs. Our “just enough” processes provide the efficiency and speed you want to maximize effectiveness and get the best possible product for your investment.

Building Your Brand, Reaching Your Customers

Organizations that are focused on products often overlook the importance of marketing. We can help your company find its voice, project your best attributes through your brand, and create and test messaging that will help you reach the right customers.

Executive Coaching & Advising

Whether you need to prepare for an investor presentation, evaluate a new product idea, realign your resources, or would like objective and practical feedback on how to improve your business, Road 3 can provide strategic advice and coaching to you and your team.

Experienced in Saving Projects in Trouble

Struggling with your product definition? Is your project derailed? We can help. We'll introduce discipline, focus, and agility to get you back on the road to success.

Putting ideas on the road to success

Road 3 provides full-service consulting for all kinds of technology products. Our specialty is taking ideas and turning them into world-class products.

 

Our Team

Drew McManus
Drew McManus

Drew McManus is the principal and founder of Road 3.

In 2007, Drew co-founded Bring Light, a web service to help nonprofits reach new donors and raise funds online. Drew and his business partner conceptualized the design, invented the business model, directed the development of the site, and raised an initial round of funding from a group of angel investors that included Ron Conway. Bring Light was acquired in the summer of 2011 by Rally.org, a social fundraising platform. Drew now serves as an advisor to Rally.

Previously, Drew spent 12 years at Adobe Systems in various senior management roles including Director of Corporate Product Management. He has also worked at Apple Computer, and Apple's software subsidiary, Claris Corporation (now Filemaker Inc.). During his career, he has managed numerous products from concept to completion, including the launch of Adobe's first consumer digital imaging product, which became the number one selling product in its category, and earned Drew the Software Publishers Association Codie Award.

Drew has successfully worked in both corporate and startup environments. What he enjoys most is developing and delivering innovative solutions to real customer problems.

As a representative of many men and women who help make a difference in the world, Drew is featured in the book We Are the New Radicals: A Manifesto for Reinventing Yourself and Saving the World by Julia Moulden.

Melissa Dyrdahl
Melissa Dyrdahl

Melissa is a consumer technology marketing expert with extensive experience creating new businesses, building brands, developing marketing strategy, and inspiring teams to deliver results. She has a unique blend of experience and insight as a result of her executive leadership roles in large public companies, internet startups, academia and numerous non-profits.

In addition to taking on interim CMO and executive coaching assignments, Melissa serves as a board member and advisor to a number of private companies, including Nero AG, Resource Interactive, Palcycle, and Dyansys.

Melissa was a co-founder of Bring Light, one of the first online fundraising sites to facilitate project-based giving. Bring Light was acquired in 2011 by Rally.org, a social fundraising platform where she now serves as an advisor.

Melissa is Chair of the Board of Directors for Humane Society Silicon Valley, and is a Board member of GreatNonprofits.com. She is also an Executive in Residence at San Jose State University's Lucas Graduate School of Business, where she advises the administration, faculty, and students on brand strategy and marketing, and is a frequent guest lecturer in the MBA program.

Previously, Melissa was Senior Vice President of Corporate Marketing at Adobe Systems, where she was a member of the executive team responsible for growing the company from $700M to almost $3B. Melissa led Adobe’s global marketing organization, eventually becoming responsible for a team of over 500. Under her leadership and vision, Adobe became one of the world’s most recognized technology and consumer brands. In addition, Melissa was responsible for the company’s philanthropy and community affairs, and initiated the creation of the Adobe Foundation.

Prior to Adobe, Melissa held marketing management positions at Apple Computer’s software startup Claris (now FileMaker Inc.), and Hewlett-Packard.

Tony Campitelli
Tony Campitelli

Tony Campitelli has more than 15 years of experience in product management and marketing. Prior to his consulting career, Tony was Head of Marketing for eMeter, a B2B enterprise software solution for the smart grid, where his responsibilities included product marketing, development and execution of marketing plans and strategies, lead generation and nurturing, events, and overall positioning and brand development.

Tony was Vice President of Marketing for Laszlo Systems, where responsibilities included branding, strategy, analysis, outbound and inbound marketing, including definition and direction of the company's licensed software products built on OpenLaszlo, including Laszlo Mail, Calendar, and additional rich Internet applications. He also played an integral role in Laszlo's move to open source.

Before Laszlo, Tony served as Vice President of Product Management and Marketing for Macromedia, where he was responsible for the worldwide marketing and management of many award-winning products including Dreamweaver, Fireworks, and UltraDev.

Earlier in his career, Tony served as Director of Product Management for FileMaker Inc., where he drove the product line strategy and positioning.

Campitelli holds a bachelor of Mechanical Engineering degree with merit from Monash University, Melbourne Australia.

Loni Austin
Loni Austin

Loni's high tech career spans over a decade and encompasses everything from tech startups like Inktomi to industry stalwarts like Adobe Systems.

Over the years, she has held numerous product management, marketing, and strategic planning roles. She was part of the team who originally created Adobe's innovative and ground-breaking consumer digital imaging software PhotoDeluxe, based on the Photoshop technology. She also worked on enterprise search technologies at Inktomi, and consumer-facing entertainment applications, including There.com's virtual gaming platform.

Loni is a top-notch product management expert, having done everything from consumer entertainment to enterprise technologies. She has also worked on high-level corporate strategies, done deep market and competitive analyses, and constructed and evaluated product plans.

Loni has a reputation as a go-getter who has the skills to implement, but at the same time the ability to think strategically.

Clement Wang
Clement Wang

Clement Wang has over thirteen years of product marketing, product management, and strategy experience in both early and growth stage companies. Previously, Clement has run product teams at AppCentral, an enterprise mobile application store provider, Zuora, an enterprise subscription management, billing, and payments provider, and WebEx (now part of Cisco), where he managed the main product line. He has also held product and business development roles at FaceTime Communications, PeopleSoft, and RealNetworks.

Clement holds a B.S. in Economics from the Wharton School of the University of Pennsylvania, and an M.B.A. from Stanford.

Rich Melnicoff
Rich Melnicoff

Rich Melnicoff is a strategy consultant with twenty-one years of consulting experience and ten years of industry experience. Rich was a Managing Partner at Accenture and had global leadership responsibilities in several practice areas including business strategy and information technology strategy. He has served Global 1000 clients in a broad cross-section of industries.

Rich’s areas of focus for clients include business strategy projects focused on top line growth, competitive analysis, and operational planning and improvement. Rich also has deep experience in IT strategy, and integrating IT and business strategies.

In addition to his consulting work, Rich has also held executive positions in venture-funded companies in IT services and electronic hardware industries. Prior to his time at Accenture, he held senior management positions at Control Data Systems, Evernet Systems, and Computerland Corporation. Earlier, he spent five years with consultancy Booz, Allen & Hamilton focusing on strategy, marketing, product development, and information technology issues for clients in high technology products and services industries. He started his career in marketing and production engineering positions in the semiconductor, computing, and electronics industries in both large and venture-funded companies.

Rich has a BS in electrical engineering from Cornell University and an MBA from the University of Chicago. He holds two U.S. patents for his innovative work in new consulting methods and concepts.

Drew Harman
Drew Harman

Drew Harman has more than 20 years of software product and marketing experience. Since 2001, he has been a consultant, board-member, advisor and investor to a number of early stage ventures including Guidewire, Model N, Readyforce and Sun Labs.

Drew was previously with Ariba, where he was VP of Corporate Strategy, and earlier VP of Product Management. He was formerly VP of Marketing for TradingDynamics, which was acquired by Ariba in January 2000. Earlier in his career, he held product management and marketing roles at News Corporation, Autonomy, Zanza and Neuron Data. Mr. Harman holds a BA from Harvard University and an MBA from INSEAD in Fontainebleau, France.

 

Our Clients

Our Partners