LBx Journal is a multi-media resource for enterprises looking to explore the untapped business potential of location intelligence, offering:

  • An interactive website for collaboration and exploration of business needs
  • Articles on the use of location-based intelligence for greater clarity and better business results
  • Executive Interviews: strategic and tactical perspectives
  • Case studies and technology innovations
  • A virtual community of location applications providers and business customers
  • An LBx community to answer business questions and requirements
  • A bridge between the worlds of geospatial technology and specific business applications

LBx Journal is a resource for business executives who want to know more about using location intelligence for business success and geospatial companies seeking to expand their customer base. Our print magazine and online resources are all designed to promote the dialogue between business professionals and location technology solutions providers. Through our editorial content you’ll find out how companies are using location applications to address business needs. Through our online Marketplace and LBxChange Community you can follow up on these examples and tap into the LBx community with specific questions and even submit a virtual RFI/RFP. We recognize that some people may know that they are looking for a location solution and others may not. LBx Journal with its focus on business issues addresses both audiences.

We spatially enabled our website and business for three reasons. First, we believe in the power of location intelligence and visualization and that it is important for us as advocates of location intelligence to demonstrate how we incorporate it into our business. Second, we wanted to demonstrate how a small company can take advantage of location intelligence applications to better serve its customers and more effectively run its business. Third, we believe that the long term success of businesses resides in the ability to create a customer, and that ability depends on your understanding of that customer. What better way to understand our customer than to understand the market dynamics impacting our customer, which includes readers and advertisers? These market dynamics, and therefore business needs, are generally always tied to location.

About Us

The idea for LBx Journal was conceived following the Next-Gen Mapping Column written by Natasha Léger and Craig Bachmann in the Spring 2008 issue of Imaging Notes magazine titled: “LB(x): Next-Gen Location Applications for Businesses and Consumers.” (link) We have converged consulting experience with media publication experience to bring to you what we hope is a fresh perspective on improving business performance.

LBx Team

Natasha Léger, Editor

As the founder and President of ITF Advisors, LLC, a Denver-based strategy advisory firm with a focus on communications, media, technology and geospatial companies, Natasha Léger brings a business perspective to a traditionally technology dominant geospatial industry. ITF provides market assessment, strategy and business planning services to companies and organizations looking to invest and grow in a rapidly changing marketplace. Clients include startups to Fortune 500 companies.

Ms. Léger has been focused on developing next-generation market intelligence tools, and advising communications, software, video, and geospatial data companies. She has over ten years experience in scenario-based strategic planning. She has developed global planning strategies and alternative planning assumptions for Fortune 500 companies and small-medium sized businesses in the Technology, Media, and Telecommunications industry. Ms. Léger uses scenarios to test the conventional wisdom around the direction of the industry, and to test current strategic assumptions so as to assist organizations in developing robust strategies and practical business plans. Ms. Léger has helped companies develop business plans, corporate, product and service strategies, identify unforeseen risks and opportunities, reinvigorate their strategic planning process, and position them for growth and investment opportunities.

Ms. Léger is a member of the New York Bar, and obtained her Juris Doctor from Boston College School of Law, Masters of Law and Diplomacy from the Fletcher School of Law and Diplomacy, and Bachelor’s Degree in International Affairs and Public Policy from the University of Denver.

Myrna James Yoo, Publisher/Managing Editor

Myrna James Yoo is a national book, magazine and online publisher based in Denver, Colorado. She has worked in national magazine publishing for two decades. Her publishing company, Blueline Publishing LLC was founded in 2003. Published books with the Blueline Publishing imprint include two illustrated children’s books.

Myrna is publisher/owner of Imaging Notesmagazine, for remote sensing and geospatial professionals, which was acquired from GeoEye (the former Space Imaging) in 2005. Imaging Notes covers Earth remote sensing for energy, security and the environment. The Imaging Notes team is launching a spin-off multi-media venture, LBx Journal, for enterprises that are integrating location intelligence into business and enterprise decision-making. She was on the core team that created the 5th International Symposium on Digital Earth, held on the University of California at Berkeley campus in June 2007. She managed all press, media and promotions, including media relations for Amnesty International USA, which announced the project “Eyes on Darfur” at this event.

Jürgen Mantzke, Creative Director

Jürgen has been a Creative Director since 2004, Art Director since 1996, Graphic Designer since 1994, and a creative eccentric since birth. He believes and practices the philosophy that every aspect of life is an opportunity for creative expression. Jürgen has worked with editorial design since 1994, configuring magazine layouts to be both functional and aesthetically appealing. The various editorial projects he has worked on have given him deep hands-on knowledge and experience with the studies of color, composition, typography, illustration and photography. He has recently shifted his focus from print editorial to electronic and multi-media editorial and the applications of the Internet with content.

Our Columnists

Robert Avila, FutureCrunch

Robert Avila, Managing Director of FutureCrunch, has advised companies on strategy and market environment issues for more than twenty years. FutureCrunch develops mission-critical, data-driven insights and recommendations for businesses, in times of discontinuous change. He is an authority on market modeling, business forecasting and scenario-based planning; he has worked with companies to identify opportunities in troubled markets, to evaluate growth opportunities and to prepare for competitive challenges. Prior to founding FutureCrunch, Mr. Avila worked at a number of major consulting firms including Deloitte, PwC and Coopers & Lybrand, where he was the chief economist for the firms’ strategy practice and director of Economics & Policy Analysis. He has also worked as chief economist at The Futures Group doing scenario-based strategy development for Fortune 100 companies and at SAGE Associates doing public policy analysis.

Mr. Avila also has wide press and public experience. He has been quoted in Business Week, Fortune, Forbes, American Demographics, Forecast, Wall Street Journal, and The New York Times; he has spoken before major trade associations, EIU conferences, World Future Society, and Planning Forum; he has been a guest commentator on CBS Evening News and the MacNeil/Lehrer Report. He also served as Adjunct Professor of Strategic Planning at Denver University’s Public Policy Institute.

Brady Forest, O’Reilly Media

Brady Forrest tracks the intersection of the internet and all things geo. As the Chair for O’Reilly’s Where 2.0 Conference (, he has been following the growth of mapping and location-sharing for several years. Brady lives in Seattle when he is not on the road running Ignites ( You can find his regular tech thoughts O’Reilly Radar (

Board of Advisors

Craig Bachmann, ITF Advisors

Craig Bachmann is a Principal of ITF Advisors and has over twenty years of executive management experience in the communications, media, and technology industries driving innovation and successful implementations. Bachmann is a respected leader with a business, technology, and user framework that has been adopted by teams worldwide, and has co-developed an innovative approach and tool set for Next Gen Market Intelligence. He has produced innovative works (one patented) as well as new product and service solutions that drove new top-line growth. Bachmann has helped multiple communications companies launch high speed data services, including helping them transition their back office systems from third party providers to in-house operations, and working with ordering, provisioning, inventory, workforce management, network management, and billing systems integration.

As a pioneer in GIS, location-based asset management, and integration, Bachmann helped transform how mapping, decision support tools, applications, and data presentation is used in today’s businesses. As an executive, Bachmann developed new OSS/BSS integration strategies and implementation that enabled broadband to be successfully rolled out in telcos, cable, and their related supply chain; as an advisor, Bachmann has participated in over two dozen companies’ multi-stage (start-ups, mid-size companies, and Fortune 500 companies) development from “white board” to 400% growth in products and service; as a chief technologist, he has built a Cable/Broadband IT consulting practice from startup to $40M in annual revenue.

Brady Forrest, O’Reilly Media

Brady Forrest tracks the intersection of the internet and all things geo. As the Chair for O’Reilly’s Where 2.0 Conference (, he has been following the growth of mapping and location-sharing for several years. Brady lives in Seattle when he is not on the road running Ignites ( You can find his regular tech thoughts O’Reilly Radar (

Denise Horton, Teton Marketing Partners, Inc.

Denise Horton, a marketing strategist with over 25 years’ experience, is the Founder and President of Teton Marketing Partners, Inc (TMP) based in Evergreen, Colorado. During her many years as an astute strategist, problem-solver and planning expert, she saw an increasing need for a marketing agency with critical and creative focus on building businesses and driving revenue. Horton’s approach has yielded rewards for a diverse range of clients, including advanced digital television technology leader OpenTV, The Bridge Project, a non-profit affiliated with the University of Denver, Bush Development and Micro Business Development. Over her successful broad-based career she has experienced outstanding results in the areas of marketing, planning and strategy for both B2B and B2C clients. Baxter Healthcare and Starz Entertainment Group are just two companies that have reaped the rewards of her considerable expertise.

Carl Reed, CTO, Open Geospatial Consortium

Carl Reed is Chief Technology Officer and an Executive Director of the Open Geospatial Consortium, Inc. (OGC), a non-profit international standards organization with a current membership of 370+ commercial, government, and academic organizations. The OGC provides a consensus forum within which the members collaborate to solve interoperability and standards related problems for the both geospatial community as well as users of geospatial content and technology in the broader IT sector. Prior to joining the OGC, Carl was VP of Marketing for Integraph, and before that was President and CTO of Genasys where grew the company from zero to $13 million in revenues.

Cole Van Nice, Partner, Chart Venture Partners

As a Partner with Chart Venture Partners (CVP), Cole Van Nice focuses on early-stage investments in the semiconductor, photonics, imaging, sensor, and geospatial sectors. He represents CVP on the Boards of Fortius One, NoblePeak Vision, Maxion Technologies, and Innovative Biosensors. He has previously served on the Boards of Sysgold, Spring Wireless, CertiSign, Jackbe, and Inova Technologies.

Cole joined CVP in 2006, coming from Darby Overseas Investments, an international mezzanine, private equity, and venture capital investment firm that was founded by the former U.S. Secretary of Treasury Nicholas Brady and later acquired by Franklin Templeton. At Darby, Cole contributed to the firm’s growth in assets under management from $250 million to over $1.2 billion, co-founded the firm’s technology venture capital business, and was involved in eighteen private equity and venture capital investments. Prior to Darby/Franklin Templeton, Cole worked in international telecom, media, and technology equity research and investment banking at Santander Investment, where he worked out of the Buenos Aires and New York offices.

Cole holds a B.A. from Washington & Lee University, is a CFA charter holder, and a member of the CFA Institute and Washington DC Society of Investment Analysts. He also serves as a founding judge of the Prism Awards, SPIE’s new awards program for photonics innovation, and speaks frequently on dual-use technology at defense and security conferences around the country.