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January 29, 1993 - Image 37

Resource type:
The Detroit Jewish News, 1993-01-29

Disclaimer: Computer generated plain text may have errors. Read more about this.



131V Success

Matthew and Jan Engelbert

Two University of Michigan graduates
are tyting' into the software market.


he arithmetic won't
look familiar to the
layman: MA + 2BA =
But for the Engel-
bert brothers, the
equation denotes
Jon and Matthew
Engelbert, both Uni-
versity of Michigan
alumni, have applied
their respective mas-
ter's (MA) and bach-
elor's (BA) degrees to
a thriving software

business they started soon af-
ter graduating in 1990.
Beige Bag Software (B 2) is
located near the campus of the
Engelberts' alma mater in
Ann Arbor (A2). Last year, the
venture grossed more than
$75,000. Clients include
NASA, Bell Laboratories,
Sony and about 50 universi-
ties worldwide.
Beige Bag Software offers
low-cost computer programs
enabling users to design and
simulate computer circuits.
Unlike products preceding it,

Beige Bag Software is geared
to students, as well as busi-
The venture began when
Jon, 26, was working toward
his master's in electrical engi-
neering and Matthew, 24, was
completing the bachelor's pro-
gram at the U-M business
school. Both received job offers
from major corporations, but
they decided to take a calcu-
lated risk and become entre-
Together, they capitalized
on Jon's engineering talent
and Matthew's business
savvy. The brothers became
their own bosses.
While working as a teach-
ing assistant in the engineer-
ing department, Jon had
devised a computer program
to facilitate the learning of Dig-
ital Circuit Design, concepts
every electrical and computer
engineering student must un-
The Engelbert parents,
David and Lynn, encouraged
Jon to market his idea. After
consulting professors, he did.
But not without the help of
Matthew, who serves as di-
rector of marketing and sales
for Beige Bag.
"Jon was always more con-
cerned with his studies and I
was always president of my
class," Matthew said. "He can
spend 16 hours in front of the
computer and I can spend 16
hours talking."
The brotherly partnership
has reaped profits — mone-
tarily and otherwise. Beige
Bag Software originally was
designed for the Macintosh
computer. When Beige Bag
came out with its user-friend-
ly software package for IBM
compatible personal comput-
ers, its software started sell-
ing quickly.
The company offers two pro-
grams: B2 Logic for digital cir-
cuit design simulation and B2
Spice for analog design and
simulation. Valdis Liepa, a sci-
entist and adjunct professor at
U-M, uses. B2 Spice in the
classroom and for research.
Mr. Liepa said the Engelberts
sell an effective product and
care about their customers.
" B2 Spice is extremely easy
to use," he said. "And when I
have a problem, I can always
call their number and there's
always someone there who an-
swers the phone."
Professor Eugene Henry at
the University of Notre Dame
uses the B2 Logic program for
his beginning engineering stu-

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