Starware was the flagship brand for MIVA Direct and made a good amount of money, but required a large continuous investment in marketing. Starware unfortunately had a damaged reputation and was flagged by every reputable antivirus company, in fact the name itself sounds very similar to the industry language related to Malware, Adware and Spyware.

Whether or not Starware deserved its reputation, the perception and reputation are reality. Without a strong motivational leader, who was able to discuss these issues with the larger critics and define a plan to erase and ultimately change perceptions, the company would not have been prepared for future challenges. This is where I came in and saved the MIVA toolbar business.