Little Green Software Named Best Demo Company at CED Tech Venture Conference 2012

Durham, NC, September 21, 2012 – Durham’s Little Green Software won top honors at last week’s CED Tech Venture Conference in Raleigh when attendees voted it Best Demo Company of the conference. The two-day event included 76 two-minute company and product pitches to more than 700 attendees including tech industry leaders, entrepreneurs and investors. Little Green Software’s pitch was for a suite of smartphone apps designed to motivate patients to follow long-term treatment routines for chronic diseases. President Ed Holzwarth used part of his two minutes to measure his own blood pressure on stage using an iPad loaded with the company’s first product, HeartStar. The audience could see in real-time Holzwarth’s elevated on-stage blood pressure levels, and the memorable pitch earned Little Green Software the Best Demo Company award. The award is the only one given at the annual conference and represents early traction and future opportunity.

There are 35 million smartphone owners in the US with high blood pressure. The disease impacts 1 in 3 US adults and costs the country 93.5 billion dollars per year. HeartStar is an app designed to motivate patients to follow the long term treatment routines required to manage the disease.

HeartStar takes advantage of the fact that 9 out of 10 people keep their phone within 3 feet at all times. The app delivers interventions that harness the power of psychology – immediate, personalized feedback and incentives – to motivate patients to reach health behavior goals. The app rewards users who follow their treatment routines, set with advice from their doctor. Improved adherence to treatment, in turn, helps users lower their blood pressure.

Steve Case (co-founder of AOL, chair of the Startup America Partnership and CEO of Revolution) presented the award to Holzwarth along with Eric Schurenberg, editor-in-chief of Inc. and Joan Siefert Rose, president of CED. “We look forward to the future growth of Little Green Software as an example of the type of high-impact entrepreneurial businesses that will accelerate the economic future of the Research Triangle and North Carolina,” said Katrin Burt, partner at Intersouth Partners and co-chair of the CED Tech Venture Conference 2012.

CED Tech Venture 2012 Demo Award

Pictured (left to right): Joan Siefert Rose, president, CED; Eric Schurenberg, editor- in-chief, Inc.; Katrin Burt, partner, Intersouth Partners, board director, CED; Ed Holzwarth, president, Little Green Software; Steve Case, co-founder of AOL, chair of the Startup America Partnership and CEO of Revolution; Michael Goodmon, vice-president of real estate, Capitol Broadcasting Company (photo credit:

Holzwarth is pleased that the app, now in beta, is helping to address this health crisis. “After we launch version 1, our next step is to connect the software to doctors by adding support for electronic health record (EHR) software. We are working with insurers and health care providers, and we are seeking angel investment to accelerate product development,” said Holzwarth. Little Green Software filed a provisional patent application for the core technology last week, and plans to adapt it next for patients with high cholesterol, diabetes, asthma, and other diseases.

About Little Green Software

Since 2008, Little Green Software has developed 40 custom mobile apps to 15 clients, specializing in apps for health, medicine and wireless peripherals. Their clients range from startups to large organizations like Duke University, Timex and HTC. Little Green Software is the parent company of mHealthStar, a product business venture offering mobile medical apps for patients and physicians. HeartStar is mHealthStar’s first product. Little Green Software was one of 11 companies who participated in the inaugural class of Durham’s Startup Stampede accelerator in Summer 2011. Learn more at or on Twitter @littlegreensoft.

About CED

CED’s mission is to identify, enable and promote emerging growth companies and to accelerate the entrepreneurial culture of the Research Triangle and North Carolina. Learn more online at or on Twitter @CEDNC.

Media Contact

Little Green Software

Ed Holzwarth, President

111 W Parrish St Ste C

Durham, North Carolina 27701, United States

+1 (919) 360-2755


Jason H. Parker, Associate Director, Marketing, Communications and Digital Media

P.O. Box 13353

Research Triangle Park, NC 27709, United States

+1 (919) 226-0466