• Joe Simrell
  
• John Rehfeld
  
• Louis Delmonico, Ph.D.
  
• David Haynes

Joe Simrell
Chairman & CEO

Joe Simrell manages the strategic direction of Primal Solutions. He was part of the original executive team that launched Primal as an analytics software company and secured it's first round of funding. Elevated to Chairman and CEO from CFO in 2003, Joe has focused the company on driving exceptional value for its customers through innovative managed solutions that extract value from transaction data in order to grow revenues and increase profitability.

Joe has guided Primal through multiple rounds of funding, an acquisition, merger into a portfolio company controlled by the company's original investors, and a subsequent spin-off into a standalone publicly held company. Under his leadership, Primal Solutions has won numerous industry awards, and was twice awarded Deloitte & Touche's Orange County/San Diego Technology Fast 50 award.

Prior to joining Primal, Joe was CFO and EVP at a Southern California system integrator specializing in migrating enterprise software products from legacy to next-generation platforms. Clients included leading software companies serving the manufacturing, international banking and insurance industries. During that period, Joe drove several domestic and international acquisitions that were key to the company's rapid growth.

Prior to Joe's move to Southern California, Joe served as the managing partner of InteGroup, an international consulting firm whose clients included Marriott, Sheraton, InterContinental Hotels, Nortel and BellSouth. Before InteGroup, Joe held executive positions in a number of companies including BellSouth and SCI.

Joe is active in a number of local organizations including the Forum for Corporate Directors and the Adaptive Business Leaders organization. He earned his BS degree in Business Administration from Marquette University, in Milwaukee, Wisconsin.

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John Rehfeld
Lead Director, Chairman of Compensation Committee

John Rehfeld has served as a director since July 2002. Mr. Rehfeld has almost 30 years of experience leading various technology companies.

John is the former chairman and co-CEO of Spruce Technologies, which was acquired by Apple Computer in 2001. He also served as an executive for several other technology companies throughout his career including Toshiba America, Inc. and Seiko Instruments America, Inc. At Toshiba, John was responsible for designing and launching the company's first laptop computer as well as growing the company's sales from zero to $400 million in three years.

John currently serves as a member of the board of directors for three technology companies. He was a member of Seiko Instruments America's board of directors for 14 years. John also serves as the adjunct professor of marketing for the Executive MBA Program at Pepperdine University.

Mr. Rehfeld earned an M.B.A degree from Harvard University and a B.S. in Chemical Engineering from the University of Minnesota.

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Louis Delmonico, Ph.D.
Chairman of Audit Committee
Member of Compensation Committee

Lou Delmonico has served as a director since April 2001. Mr. Delmonico has over 35 years of operating experience as a senior manager and CEO of several public and private software companies.

Lou was Chairman and CEO of PDA Engineering, a NASDAQ listed engineering software and services company, Vice Chairman of MSC Software, and Chairman and CEO of Motiva, a software company.

Lou has sixteen years of corporate governance experience having served as a director of a number of public and private companies in the U.S. and Europe. He is a former Chairman of Orange County's Forum for Corporate Directors. He was the 1992 Entrepreneur of the Year and recipient of the Director of the Year award in 1998. Lou is currently an advisor to and a board member of several private companies.

Mr. Delmonico holds a B.A. in Economics from St. Johns University, New York. He is a Graduate Fellow to the Universities of Stockholm and Uppsala where he earned his Ms.S. in consumer behavior, magna cum laude, and his Ph.D. in marketing with distinction.

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David Haynes
Member of Audit & Compensation Committees

David Haynes has served as a director since August 2000. Mr. Haynes has over 15 years of sales & marketing, corporate development, and product management experience helping growing technology companies succeed.

David currently serves as Vice President of Marketing for Novar-Honeywell, an energy management solutions company. Prior to Honeywell, David was Executive Vice President at Fabrication Concepts Corporation, a privately-held contract manufacturer of products for the communications, medical instruments, and technology industries. He was also part of the original executive team that launched Primal as an analytics software company and secured it's first round of funding. David also held executive positions at Deloitte and Touche Consulting Group, GDI, and ITX Technologies Ltd.

Mr. Haynes holds a Bachelor degree in Civil Engineering from the University of Saskatchewan, Canada, and a MBA from Pepperdine University, California.

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