As president of Benjamin Financial Solutions Inc., Robb Moss is betting on a formidable one-two punch.

Moss’s game plan with the one-year-old Calgary company is to combine the old-fashioned clout of Benjamin Graham, the dean of financial analysis, with the power of new-fangled technology in marketing financial-analysis software to the corporate community.

“It’s Benjamin Graham to the power of ‘i’ ” says Moss, referring to the company’s catchy Web site address, www.benjamin-i.com

“Our corporate philosophy is that there’s no substitute for solid, old-fashioned research. That kind of research still exists today, but we’re reinforcing it with modern-day technologies.”

Mike Sturk, Business Edge
Technology manager Sid Ott, left, and compnay president Rob Moss.

Graham is regarded as the father of financial analysis and was a mentor and instructor to investing legend Warren Buffett.

Benjamin Financial Solutions will initially focus on the oil and gas industry. The company is scheduled to launch its software in July, targeting a client base of oil and gas companies, capital management firms and brokerages as its primary market.

The software, currently being beta tested with prospective clients, will start with a data base of 250 North American oil and gas companies, emphasizing timely and thorough information.

The software features data updated to the most recent quarter, the ability to merge companies both domestically and across borders, the ability to convert currencies, charting and word-processing capabilities and access to live stock and market data feeds.

“Clients will pay a one-time licence fee in the $7,000 range, which allows them to use the software forever,” says Moss. “There will also be monthly user fees.”

The company hopes to capitalize on the trend towards mergers and acquisitions in the oilpatch.

“From my perspective, oil companies have to evaluate on a day-to-day basis whether a merger would make sense,” says Moss, a chartered financial analyst whose company employs four people on a contract basis. “With the consolidation in the industry, management teams are under pressure from investors to at least evaluate opportunities for mergers and acquisitions.”

When Benjamin Financial was incorporated a year ago, Moss had a head start on research, having compiled an extensive database of oil and gas companies as a financial consultant to companies including Talisman Energy and as an oil and gas columnist with a popular Canadian investment publication, Investor’s Digest.

Although there are numerous companies offering financial information services, Moss says his company is unique in that its research is tailored for the oil and gas industry.

“We will provide operational data, production levels, reserves and land information that is vital to the industry,” says the Bragg Creek resident.

“I could see a thirst for current updated information with strong analytical information built in. Companies were saying: ‘I want to know what’s going on right now. I want to know whether that new well will make or break the company.’ “Before we started this company, I made an inquiry to a company called Multex.com in the U.S. to find out how much it would cost for a database for 350 oil and gas companies per year and I was told it was about $100,000 US. I didn’t need any more convincing.

“We’ve had great response. We will be appealing to small capital management firms who manage in the range of $10 million to $100 million.

“A lot of these companies can’t afford an extensive research department, so we can provide the data analytical software that can be customized to their own demands and styles. The test for us is to prove we can deliver the data in a timely and accurate fashion so that they don’t have to rely on internal resources.”

Benjamin Financial’s goal is to build a client base of 25 by the end of this year and expand to about 200 clients within two years. Ultimately, the goal is to expand to other sectors.

Moss, who spent 20 years as a well-site geologist before becoming a financial analyst in 1991, says the privately-held company is well-financed to roll out its business and, if it closes its next financing, it will have raised about $500,000.

Web Watch:
www.benjamin-i.com
www.mossr.com/main.html