Demostack, an early phase start-up that wishes to make it simple for business to build software application demonstrations, announced $17.3 million in financing today. The business also revealed it was coming out of stealth.

That investment breaks down into a $13.3 million Series A led by Bessemer Venture Partners with aid from GTM Fund and a number of individual financiers. They also announced a $4 million seed from last December led by Amiti Ventures with involvement from Operator Collective, Cerca Partners and a slew of private investors. All the seed investors also took part in the A round, according to the company.

Software application companies of all types deal with difficulties in building a quality demo, one that doesn’t expose actual customer details, yet reveals all of the performance in a fairly reasonable way. It’s a problem that co-founder and CEO Jonathan Friedman experienced in his previous task and he wanted to find a solution for it.

“We’re developing an ideal demo environment. And what that suggests is that it’s one that is managed by sales or marketing. […] There is no need for [engineering] at all, and it’s tailored for each prospect by default,” Friedman described.

He stated that it eliminates that anxiety that the demo will not work, or that you will expose data you’re not supposed to. “Demonstration stress and anxiety is genuine. Just needing to fret about PII (personally identifiable information), and having individuals going to and coming in and creating things within our production environment was unsustainable,” he told me.

Friedman established Demostack to change that. They supply a full demonstration structure tool that starts with a recording of the environment, so it feels and looks like the live item, and you can develop automobile modification with variables like customer name that connect to the CRM tool and draw in details for you as you build the demo for a specific possibility.

It’s a service that caught the attention of Adam Fisher, partner at lead investor Bessemer Venture Partners. “Demostack provides every software application company an effective competitive benefit, enabling them to much better engage their potential clients, doing away with traditional temperamental demonstrations,” he said in a statement.

Demostack currently has 20 staff members with plans to triple that number by the end of this year. He said the company is currently embracing diversity amongst its early employees, and sees this as an important foundation.

“Among the primary reasons that we wished to lean into this early is due to the fact that being a diverse business is not a perk. It’s not like, ‘‘ Oh I’ll do this to make individuals delighted about me’. You can’t understand how individuals from different strolls of life see reality. Everyone sees a different piece of reality. If you can’t grasp that you will never develop a company that succeeds,” Friedman said.

The business introduced last September and launched an early variation of the item in February. Today, Demostack is openly revealing the business, although it doesn’t expect to have the complete item prepared for distribution until mid-year.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.