Pavita is Principal at Plan B Strategic Marketing in New Jersey. She works with startups to develop their marketing strategy and plan for new product launches. Pavita previously worked at Forte, a Southern California startup, where she was responsible for marketing and product launches for the company’s flagship Internet contact center solutions. She also helped the founders to formulate and present the business plan to venture capitalists and investors, resulting in the sale of the company to Genesys. At Genesys, she continued to be responsible for overall marketing plans and the new product launch team for the Genesys suite. Pavita understands both the excitement and the marketing challenges of early-stage startups with great ideas and limited budgets. She focuses on positioning and differentiation in the market to build awareness, attract customers, and launch successful products. Pavita holds a B.Sc. in Nutrition and Biochemistry, and an M.B.A. in Marketing from the DeGroote School of Business at McMaster University (Canada).