PETER KENT
`INTERNET EXPERT WITNESS
`399 E Bayaud Ave., Denver CO 80209 ♦♦♦♦ 720-771-3246
`Peter@PeterKentConsulting.com ♦♦♦♦ www.PeterKentConsulting.com
`
`Summary of Qualifications
`22 Years Experience in all Aspects of Online Marketing:
`• Web Site Development
`• Search Engine Optimization (SEO)
`• Web Application Development
`• Search Engine "Link" Campaigns
`• E-mail Newsletter Publishing
`• Pay Per Click (PPC)
`Search-Engine Advertising
`• Web Project Management
`• Affiliate Marketing
`• User Interface Design
`• Online PR
`•
`Improving Online
`• Online Advertising
`"Conversions"
`• Amazon Marketplace/FBA
`• "Community" Marketing
`Merchandising & “Re-commerce”
`• E-commerce Site Development
`
`
`Expert Witness Experience
`[Complete list on request]
`• Pay Per Click keyword-bidding case involving FreeCreditReport.com
`• Affiliate Marketing and Ecommerce Patents involving Expedia, Travelocity,
`Orbitz, Digital River, and Others
`•
`Internet Billing System Patent
`• Expedia Hotel Taxes and Fees Litigation
`• Microsoft Patent-infringement claim related to the use of sound on Web sites
`• Trademark disputes related to domain names, company names, and the effects of
`trademark confusion on search-engine traffic
`• Software comparison in a competition dispute related to a major software purchase
`
` Publications
`• ~50 Internet-Related Books
`• Author of the best selling Complete Idiot’s Guide to the Internet, Search Engine
`Optimization for Dummies, Pay Per Click for Dummies Search Engine
`Marketing, Poor Richard’s Web Site and Poor Richard’s Internet Marketing
`and Promotions
`• An award-winning technology column in two Colorado Newspapers for
`over 11 years; hundreds of periodical articles
`• Staples.com's E-commerce Expert
`• Lynda.com video-training courses (SEO, Linking for SEO)
`
`
`Real World Experience
`• Extensive online experience (bulletin boards and online services), dating back to 1984
`• Working on the Internet day-to-day since 1993
`• Working in software development since 1981…cyberspace-software dev. since 1991
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`Google Inc.
`GOOG 1004
`IPR of U.S. Patent No. 6,286,045
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`

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`
`
`• Founder of an e-business service provider, funded by Softbank/Mobius, one of the
`world's largest venture-capital firm
`• General Manager/Architect of a large site for a consortium of seven law firms; the site
`has 400,000+ pages, with sophisticated content-management and lead-management
`utilities running behind the scenes
`• Founded a publishing company, with e-commerce sales, in 1997
`• VP of Web Solutions for a national ISP
`• VP of Marketing for a Web-development company
`• Consulting services for scores of companies, large and small, from Amazon.com to
`Lonely Planet, a small furniture firm to a medical-transcription service, law firms, real-
`estate firms, and much more
`• VP of Business & Corporate Development for a “Re-commerce” firm
`
`
`Public Speaking
`Extensive public speaking: 100+ radio show guest appearances, ten years of speaking
`engagements, including seminars, panels, workshops, teleseminars, etc.
`
`Summary of Qualifications
`Experience in all aspects of online marketing—search-engine optimization, search-engine
`advertising, affiliate programs, online PR, etc.—along with more traditional offline marketing. A
`background in book publishing and technology, including e-commerce development, product
`development and management, user-interface design, software-product design, consumer
`research, training, and documentation. Founded an e-commerce service provider funded by the
`world’s largest VC firm, and an “online enabled” publishing company, Top Floor Publishing.
`Worked in the e-book industry. More recently involved in “re-commerce”—the purchase and
`resale of used products online—including managing an Amazon.com Marketplace/Fullfillment
`by Amazon store. An accomplished public speaker and author of dozens of books about the
`Internet and online marketing, including several best sellers.
`
`Skills and Accomplishments
`• Employed search-engine marketing to triple the revenues of a computer-peripherals
`company in less than12 months.
`• Employed Web design and search-engine marketing to jump start sales for an online
`scaffolding company. Increased revenues from $10,000/mth to $700,000/mth in a year
`• Generated 75% of revenues for a Denver-based real-estate startup through search-engine
`advertising campaigns.
`• Built a partnership with one of North America’s largest publishers to deliver software to
`bookstores throughout the U.S.
`• Raised $4M from Softbank/Mobius to start an e-business service provider, later sold to
`iBoost.
`• Founded a computer-book publishing company, with revenues exceeding $300,000 in the
`first year.
`• Used low-cost, online/offline PR and guerrilla marketing techniques to position a book on
`the Amazon.com best-seller list, to promote another book into becoming the most widely
`reviewed and praised title in computer-book history, and to build the Poor Richard’s
`series brand.
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`•
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`• Author of the best selling Complete Idiot’s Guide to the Internet (1993 – 2000), Search
`Engine Optimization for Dummies (5 editions, most recently July 2012), and Pay Per
`Click for Dummies Search Engine Marketing (Dec. 2005)
`Integrated a dozen different Web-development/hosting teams—with over hundred staff,
`and located in ten different cities—into a single division.
`• Provided strategic/technical analysis to the CEO/executive team regarding acquisitions.
`• Hired and trained a staff from 0 to 65 in less than six months.
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`Professional Experience
`
`BuyBak, LLC
`
`VP of Business & Corporate Development, Co-Founder
`
`Denver, CO: July 2010 – Present
`Business development and software development. Buybak is a significant player in the rapidly
`growing “buyback” business; it currently buys back CDs, DVDs, and video games, returning
`used products to the retail market, with electronic-product categories coming soon. Partners
`include Best Buy and Newegg, North America’s #1 and #2 online electronic retailers.
`
`LeadNation, LLP
`Founder, CEO
`Philadelphia, PA: July 2009 – January 2011
`Co-founder of a firm creating premium Web sites for businesses, along with ancillary services that help
`them generate and manage business leads.
`
`Peter Kent Consulting
`Principal
`Providing Internet channel-management and Internet-marketing and -strategy consulting services to a
`varied client base. Current services include assisting clients in developing online-marketing strategies,
`increasing traffic through search-engine marketing and optimization, designing and implementing Pay
`per Click search-advertising campaigns, designing Web-sites, developing Web-applications, revenue-
`transaction conversion, and affiliate-program development. Clients include Burg Simpson Eldridge Hersh
`Jardine PC (a major Denver law firm), RoyalYarns.com (an online wool/handicrafts retailer), Peripheral
`Manufacturing (used search-engine marketing to triple revenues in under 12 months); ScaffoldMart.com
`(helped this stalled operation restart, increasing sales 7,000 percent); Shane Co. (repositioned this
`jeweler’s online marketing strategy); Aestiva, Inc. (significantly increased sales revenue over a 9-month
`period); Jones University (designed and developed a strategic plan for optimization of the Web site and
`improved search-advertising results); and SavingStreet.com (implemented a pay-per-click search-
`advertising campaign for this startup real-estate company, generating 75% of their initial revenues). In
`addition to working with literally hundreds of small businesses, assisted a number of large companies
`such as Amazon.com, Lonely Planet, Zillow, and Tower.com.
`
`DNAML, Pty
`Sr. VP, United States
`Denver, CO: August 2007 – June 2008
`Helped this Australian digital-publishing company with business-development campaigns, introducing
`the company to some of the world's largest publishers in New York and London. Helped the company
`develop relationships with publishers such as Wiley, McMillan, Hachette, Random House, Harper
`Collins, Elsevier, and others.
`
`Denver, CO: 2002 – Present
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`Denver, CO: 2001 – 2003
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`Denver, CO: 2001
`
`
`Indigio Group
`Vice President Marketing
`A Web-applications development and Internet-marketing-strategy consulting company with clients such
`as Budget Rent a Car, Cendant, North American Van Lines, Orbis, and Dex Media. Direct
`responsibilities included the production of strategic marketing plans and materials, overseeing all
`marketing products, new-business sales development, and Internet marketing-strategy development for
`clients. Also liaised with key clients and directed all public relations and advertising campaigns. Ensured
`significant press coverage for the Company, greatly increasing its visibility in Colorado.
`
`Internet Commerce & Communications
`Vice President Web Solutions
`A national Internet Service Provider and Web-hosting company. Developed and implemented a strategic
`plan to merge dozens of geographically dispersed Web-design and Web-hosting divisions acquired
`during the prior 18 months. Managed a team of 60 staff members, in 8 cities, providing Web
`Development, Web hosting, Internet marketing, and e-commerce applications to thousands of small and
`medium-sized businesses in an ASP (Application Service Provider) mode. The division produced
`revenues of approximately $8M in 2001. In addition introduced new tools, processes and procedures to
`improve the department’s efficiency and reduce overhead, and designed a number of new ASP
`products—e-commerce and e-mail publishing—for introduction to the small-business market.
`
`BizBlast.com
`Co-Founder
`An E-Business Service Provider, delivering e-commerce services to small and medium-sized firms on a
`monthly subscription basis, when doing business online was still relatively new and difficult for most
`companies. Developed the original business plan and marketing strategy, including raising the company’s
`$4M first-round investment, led by one of the world’s largest VC firms, SoftBank/Mobius. Researched
`the market to evaluate the competition and developed the original product design, including user-
`interface design and managing focus groups. Developed the company’s marketing and offer strategy and
`identified target markets and subscriber-acquisition programs. Business-development role included
`negotiating distribution partnerships, including one with Macmillan USA to deliver BizBlast software to
`bookstores throughout North America, and sought out partnerships to provide more products and services
`to BizBlast clients, such as the PayPal relationship that provided another transaction method for BizBlast
`clients.
`
`Top Floor Publishing
`Founder, President
`A publisher of highly regarded books related to online business and marketing, written by industry
`experts. The company’s first book became the most widely reviewed and praised title in computer-book
`history, and the third was an Amazon.com best seller. Created the company’s marketing strategy and
`managed all marketing and public relations campaigns. Built a brand—the Poor Richard’s series—that
`quickly became very well known and respected in the computer-book industry. Managed all aspects of
`the organization, including overall budget responsibility, product development, and co-op advertising.
`Devised an online-marketing strategy that turned this startup into a widely distributed and well known
`publisher in the industry, and built the company’s e-commerce system.
`
`Kent & Associates
`Independent Consultant
`Services included creating documentation, training users, testing software, designing software user
`interfaces, carrying out software consumer research and market intelligence, for a wide range of client
`companies and industries. Clients included Semiotix (software development), The Pipeline (Internet
`service provider); MasterCard (financial services), Analytical Surveys, Inc. (aerial photography),
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`Denver, CO: 1998 – 2001
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`Denver, CO: 1997 – 2003
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`Dallas, TX & Denver, CO: 1986 – 1996
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`Comprehensive Software Solutions (stock trading), Amgen (pharmaceuticals), SpectraLink
`(telecommunications), Clinical Reference Systems, Inc. (medical), Ericsson, NEC, Northern Telecom
`(telecommunications), and Genioss/Data General (computing/telecommunications). Used online services
`for general business communications and marketing as early as 1986.
`
`
`Core Laboratories Int’l, Inc.
`Dallas, TX: 1982 – 1986
`Systems Analyst
`Mexico: 1979 – 1982
`Area Supervisor
`An oil-field services company. Assisted in the development of the company’s new generation of drilling-
`analysis computer technology. Tested software, designed the user interfaces, and worked closely with the
`software-development team to create a user-friendly software process flow. Responsible for all customer
`research and liaison. Planned software product enhancements based on evaluation of users’ needs and
`competing products. Trained users and managed staff installing and maintaining the equipment.
`Previously worked in Mexico, with advanced computer technology on off-shore oil rigs, gaining
`experience in technology at a time when most people had little or no contact with computers. Lived and
`worked in Colombia, Mexico, Venezuela, Ecuador, Australia, North Sea, etc. Used data-
`acquisition/manipulation computers to provide geological and engineering reports to client oil
`companies. Core Labs’ youngest-ever Unit Supervisor; fastest ever promotion to Logging Supervisor,
`with responsibility for the company’s $2M annual Mexican operation. Managed the budget for this 50-
`person operation.
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`Publishing Experience
`Involved in the computer-book publishing business since 1988. Author of several dozen technology and
`business books—more books about the Internet than any other author—including the best selling
`Complete Idiot’s Guide to the Internet, Search Engine Optimization for Dummies, and Pay Per Click
`Search Marketing for Dummies (Wiley). Author and publisher of the Poor Richard’s Web Site and
`Poor Richard’s Internet Marketing and Promotions. Founder of Top Floor Publishing. Author of
`hundreds of newspaper and magazine articles on business and technology, including a long-standing
`column in the Boulder County Business Report and the Northern Colorado Business Report.
`
`Public Speaking
`An accomplished public speaker on a wide range of subjects. Speaking engagements have included the
`subject of Internet marketing for ten years, to organizations such as the National Association of
`Broadcasters and the Colorado Tourism Conference. Other topics include search-engine marketing and
`advertising, publishing, and general online-business issues. A guest speaker on over 100 radio shows.
`
`Education
`BA Hons., Geography/Geology, University of Sheffield, United Kingdom, 1978
`
`Published Work
`Books
`• Search Engine Optimization for Dummies (John Wiley: 5 editions, beginning in 2004)
`• The Complete Idiot’s Guide to the Internet (7 editions, beginning in 1994, published by
`Que—on the Publisher’s Weekly, Barnes & Noble, Software Etc., Baker & Taylor, and
`Ingrams computer-book best-seller lists; 100,000 copies sold in first 9 months)
`• Pay Per Click Search Engine Marketing for Dummies (John Wiley)
`• How to Make Money Online with eBay, Yahoo!, and Google (McGraw-Hill Osborne
`Media)
`• The Word 2003 Bible (John Wiley)
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`• Poor Richard’s Web Site: Geek-Free, Commonsense Advice on Building a Low-Cost Web
`Site (Top Floor Publishing: 2 editions—possibly the most widely reviewed & praised title
`in computer-book history)
`• The CDnow Story: Rags to Riches on the Internet (w/Jason and Matthew Olim, the
`founders of CDnow—Top Floor Publishing)
`• Poor Richard’s Internet Marketing and Promotions: How to Promote Yourself, Your
`Business, Your Ideas Online (Top Floor Publishing—with Tara Calishain)
`• The Complete Idiot’s Guide to the Internet: UK Edition (Prentice Hall, 3 editions)
`• Careers for Kids who Love Computers (Facts on File)
`• The Official Netscape JavaScript 1.2 Book (Netscape Press—with John Kent)
`• The Official Netscape JavaScript Programmer’s Reference (Netscape Press—with Kent
`Multer)
`• The Official Netscape JavaScript Book (Netscape Press—with John Kent)
`• Using Netscape Communicator 4 (Que)
`• Using Netscape 3 (Que)
`• Using Netscape 2 for Windows 95 (Que—bestseller, with Warren Ernst)
`• Using Netscape 2 with Your Mac (Que—with Joseph Heck)
`• Discover Windows NT Workstation 4 (IDG)
`• Discover FrontPage 97 (IDG)
`• Making Money in Technical Writing (Macmillan/ARCO)
`• Using the Microsoft Network (Que)
`• Using Microsoft Internet Explorer (Que)
`• PGP Companion for Windows (Ventana)
`• The 10 Minute Guide to the Internet (Que)
`• The Complete Idiot’s Next Step with the Internet (Que)
`• The Complete Idiot’s Guide to the World Wide Web (Que)
`• The Complete Idiot’s Guide to the Internet 2003 Edition (Que—UK, with Rob Young)
`• The Complete Idiot’s Guide to the Internet for Windows 95 (Que)
`• The Complete Idiot’s Guide to the Internet for Windows (Que)
`• Using Mosaic (Que—contributed several chapters, technical advisor)
`• Peter Norton’s Windows NT: Tips & Tricks (Random)
`• Peter Norton’s User’s Guide to Windows 3.1 (Bantam/Random)
`• The Technical Writer’s Freelancing Guide (Sterling Publishing)
`• Mastering Micrografx Designer 3.1 (SYBEX)
`• Mastering Micrografx Designer (SYBEX)
`• Learn Microsoft Money Fast! (SYBEX)
`• Understanding Windows Draw (SYBEX)
`• Shareware Treasure Chest: Clip Art Collection (SYBEX)
`• The Illustrated Enable/OA (Wordware)
`
`Kent’s work has also appeared in the following books:
`
`• Peter Norton’s Outside the IBM PC and PS/2 (Brady—contributed 3 chapters)
`• The Ten Minute Guide to Internet Explorer (Que)
`• Netscape Navigator 3 Starter Kit (Que)
`• Using Netscape Navigator 3 Special Edition (Que)
`• Using Windows 95, Special Edition (Que)
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`• Using The Internet, Special Edition (Que)
`• The HTML Programmer’s Reference (Ventana)
`• Carol Vorderman’s Guide to the Internet (Prentice Hall, 3 editions)
`• UK Internet Starter Kit (Prentice Hall, 3 editions)
`
`
`Video Courses
`• Analyzing Your Web Site to Improve SEO (Lynda.com)
`• SEO: Link Building in Depth (Lynda.com)
`
`NetBITS
`Writers Write
`Colorado Computer Diskovery
`Metropolitan Ski Times
`Sm@rtPartner
`VBAC News
`The Parent Newsmagazine
`Kids Today
`First Coast Parent
`Jacksonville Parent
`Carolina Parent
`All About Kids
`My Business
`PD News
`Computer Book Cafe
`Employee Relations Bulletin
`Onvia.com
`
`
`Articles
`Internet Law & Strategy
`Examiner.com
`The Manchester Guardian
`Website Magazine
`Staples.com
`Computerworld
`eBusiness Journal
`Internet World
`Windows User
`Windows Magazine
`Dr. Dobb’s Journal
`Boulder County Business Report
`North Colorado Business Report
`Men’s Journal
`The Dallas Times Herald
`Software Maintenance News
`LaserLink
`
`Public Speaking
`• National Association of Broadcasters, Annual Conference (1995)—Internet Basics
`• Anaconism (1996)—Panel on the Internet
`• Denver Book Show (1996)—Panel on book promotions on the Internet
`• Anaconism (1997)—Panel on the Internet
`• Comprehensive Software Systems (1997)—Windows Help creation training course (one
`week)
`• Denver Book Show (1997)—Panel on book promotions on the Internet
`• Anaconism (1998)—Panel on the Internet
`•
`Internet Chamber of Commerce, Denver (1998)—Panel on Internet Marketing
`• Windows on the Rockies Users Group (1998-2000)—3 separate meetings, various Internet
`subjects
`• Rockies Venture Club (1999)—Introduction to BizBlast.com
`• Rockies Venture Club (1999)—MIT Panel
`• Waterside Computer Book Publishing Conference (1999)—Starting a Publishing Business
`• Colorado Independent Publishers Association, Publisher’s University (2000)—two
`speeches, Marketing Books Online, and Creating an Effective Web Site
`• Colorado Tourism Conference (2000)—Panelist, Doing Business on the Internet
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`• Publisher’s Marketing Association, Publishing University (2000)—Marketing Books Online
`• Publisher’s Marketing Association, Denver Publishing Mini-University (2000)—Starting a
`Publishing Business
`• Rockies Venture Club (2000)—Short account of successful fundraising
`• Rockies Venture Club (2000)—Introductory speaker, Colorado Capital Conference
`• SPAN, Publishing College (2000)—How to Sell on the Internet
`• Waterside Computer Book Publishing Conference (2000)—The Economics of Publishing
`•
`Indigio Seminar (2002)—12 Mistakes Executives Make When Planning Web Strategy
`• Rocky Mountain Webmaster’s Guild (2004)—What You Must Know About the Search
`Engines
`• Davinci Institute, (2005) - Search Engine Optimization
`• Boulder Writer’s Association (2005) - Online Marketing
`• Colorado Business Show (2005) - Online Marketing
`• MNetworks eCommerce Bootcamp (2005) - Online marketing, creating e-commerce sites,
`marketing through multiple channels
`• Annie Jennings PR Teleseminar (2005) - Search Engine Marketing
`• Denver Software Developers Club (2005)—Search Engine Optimization
`• DexMedia (2005) - Search Engine Background, Sales-Team Training
`• Annie Jennings PR Teleseminar (2004) - Search Engine Optimization
`• Rocky Mountain Webmasters Guild (2004) - Search Engine Optimization
`• Association of Professional Consultants (2004) - Search Engine Marketing
`• 60 - 80 Radio interviews, including in-studio interviews in the widely syndicated Into
`Tomorrow and The World Wide Web Radio Show.
`• August 2005: 20 Radio interviews in one day, with a total audience of over 20M people,
`related to search engine technology. (Audioline Network national syndication, WZEZ Richmond VA, KLKS St. Cloud MN,
`KYW Philadelphia, WSNY Columbus OH, WOCA Gainsville FL, Business Talk national syndication, USA Radio Network national syndication,
`WFIN Toldo OH, KCMN Colorado Springs, ABC Radio Network national syndication, Cable Radio Network national syndication, WLW
`Cincinnati OH, WZON Bangor ME, KTSA San Antonio TX, WSBA Harrisburg PA, WVNU Cincinnati OH, KAHI Sacramento CA, AURN
`national syndication, Metro syndication Minneapolis MN, KMOX St. Louis MO.)
`• Denver Free University (2006): 4 Online Marketing Courses
`• London Book Fair (2008): The Future of the Digital Book. 14, 1-hr presentations in 3 days
`• O'Reilly Tools for Change Conference (2008): DNAML Presentation
`• Digital Book 2008, International Digital Publisher's Forum (2008): DNAML Presentation
`•
`International Conference on E-Government, Tripoli, Libya (2010): Shared keynote speech;
`hosted ecommerce track; speech at the University of Tripoli
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