The secondary market for IT hardware in the U.S. is $70B

— This represents up to 15% of new equipment sales for leading manufacturers* —

*Source: (Thibodeau, 2013)

A robust secondary market is in some ways a by-product of a successful primary market—if there was little demand for new equipment, the secondary market would not exist in a significant way. The worldwide market for used IT hardware is almost $300B annually (Pucciarelli, 2012) and $70B in the United States (Thibodeau, 2013) alone.

PureWRX helps IT hardware manufacturers turn the secondary market into multiple sources of new revenue. Our proven strategies extend beyond used products to accelerate new current line sales, preserve price integrity, and minimize channel conflict.

We create a customized solution for your brand, at no cost

Reduce revenue leakage associated with the use of promotional sales assets.

Accelerate churn and capture lost revenue with branded trade-in programs.

Use eCommerce to expand sales opportunities for new and used products.

Obtain unprecedented market intelligence on your products, pricing, partners, and the secondary market.


Certified Pre-Owned Program (CPO)

There is a reason some of the most successful IT hardware companies in the industry operate a Certified Pre-Owned (or Certified Refurbished) program…because it works!

The secondary market for IT hardware is already large and growing rapidly. if your products are successful in the primary market, they are likely be equally as popular in the secondary market. “Used” or secondary market products create opportunities to enhance your margin and expand your customer base. If ignored, these same products create significant channel conflict for your business partners, customer disconnect, and a poor brand experience.

At PureWRX, we have been building premium brand Certified Pre-Owned programs for over 15 years. Our turnkey platform allows you to focus on current line products knowing you have a trusted partner managing the secondary market for your brand. Our channel friendly model incorporates all business partners to creates new revenue opportunities, higher margins, and transparency.

  • Program Creation

    Custom programs based on sales channel, product mix, and company goals

  • Sales & Marketing

    Customer service & sales center staffed with networking and engineering professionals

  • Channel Programs

    Training, sales, reporting, distribution,
    marketing, and more

  • Refurbishment | Certification

    Advanced testing lab (Ixia IXNetwork, Spirent TestCenter) processes using the highest industry standards

Sales Asset Monetization Program (SAM)

Loaner equipment (demo, POC’s, trials, interoperability testing, etc.) is simply a part of the sales process. Although this process often results in a successful sale, there are many cases where the equipment is stranded (either at the customer or manufacturer’s warehouse), written off, and eventually destroyed.

The PureWRX Sales Asset Monetization program is a combination of proprietary software and customer engagement. We turn sales assets into revenue with the goal of making your program completely costless. Our SAM program offers:

  • Tracking

    Software tracking and management of sales assets

  • Management

    Customer engagement to manage asset retrieval

  • Recertification

    Ensures recovered assets meet exacting standards

  • Monetization

    Hardware sales expertise for maximum value on recovered assets

Branded Trade-In Programs

Trade-in programs provide a process that enables manufacturers to accelerate the sale of new products through displacement of legacy equipment. They also help maintain a manufacturer’s reputation and provide a measure of control over obsolete goods and their final disposition. Several IT hardware manufacturers provide discounts through a trade-in program today, but few have the capacity to properly recover and monetize assets.

PureWRX TradeUP™ program is a fully-managed branded trade-in solution. TradeUP™ speeds market churn, drives new product sales, and recovers value for trade-in products. IT manufacturers can average a recovery value of 28% on trade-in assets and enjoy a 12% competitive advantage in overall customer satisfaction (Greve & Davis).

Our program offers:

  • Management

    Turn-key solution for IT manufacturers

  • Tracking

    Recovery of trade-in assets is fully transparent

  • Logistics

    Warehousing and inventory management included

  • Intelligence

    Monitor market trends and displacement

PureWRX eCommerce Engine

A comprehensive flagship eCommerce experience is quickly becoming a necessity for IT hardware manufacturers. Nearly 58% of B2B buyers made purchases online in 2013, while an additional 37% plan to allocate a larger part of their procurement budgets to eCommerce in 2014 (The Acquity Group, 2013). Overall, online sales are growing globally by 17%. (ATKearney, 2013)

The sales cycle is becoming increasingly complex for B2B companies. Research shows that business buyers do not contact suppliers until 57% of the purchase process is complete (CEB Marketing Leadership Council, 2012). This means that for more than half the buying process customers are forming opinions, learning technical specifications, and narrowing their options with minimal influence from IT hardware manufacturers or their channel partners.

eCommerce presents unique challenges for manufacturers, especially in a two-tiered distribution model. We create flagship eCommerce experiences that supplement existing marketing programs, influence buyers earlier in the decision-making process, and most importantly, strengthen channel relationships. The PureWRX eCommerce Engine is a comprehensive, channel-friendly model that has been deployed by multi-billion dollar companies in multiple industries and has generated hundreds of millions in incremental revenue for our partners.

Our eCommerce services include:

  • Full Customization

    Seamless customer experiences

  • Channel-friendly distribution

    Seamless customer experiences

  • Logistics and warehousing

    Tracking, shipping, returns and more included

  • Marketing and sales support

    Industry-leading experience for over 15 years

PureWRX Market Intelligence

Understanding the cause and effect relationship of sales and marketing initiatives can make or break a sales quarter. It can also be the difference between gaining or losing ground on a competitor. PureWRX Market Intelligence provides unprecedented insight to our partners, enabling improvements in the efficiency and effectiveness of future sales and marketing programs.

PureWRX Market Intelligence provides manufacturers:

  • Product demand insight
  • Sales asset conversion analysis
  • Discount and pricing analysis
  • Secondary market pricing trends

About PureWRX

PureWRX is a channel-friendly platform for IT hardware manufacturers that creates and captures revenue opportunities from the secondary market. Our unique sales, marketing, and intelligence solutions have been successfully implemented by multi-billion dollar companies in multiple industries. Over the past 15 years, our team has generated hundreds of millions in incremental revenue for our partner companies.


David Schofman
Chief Executive Officer

With the co-founding of PureWRX, David continues his 20+ year career following his passion for building and leading teams that create great value for both customers and shareholders. As a daily contributor at PureWRX, David is responsible for business development, partner relations and the overall strategic performance of his management team, most of whom have worked together for more than two decades.

David is an entrepreneur who has co-founded, invested and served as a board member for several technology companies. The PureWRX business model is a result of many of those experiences, which over the last 20 years have resulted in multiple companies being created and sold, generating tens of millions of dollars for customers and investors.

David’s career started in 1994 when he built the first online golf retail business (International Golf Outlet) from his apartment to a multi-million dollar ecommerce company that was sold to CBS Sportsline in 1998. He then co-founded FrogTrader in 1999 which was acquired by Callaway Golf (NYSE:ELY) and became the ecommerce and interactive media division for the company. David continued to serve as CEO and Executive Vice President of Global Ecommerce for Callaway Golf from 2004-2007.

He then became a partner in 3Leaf Investments, a private equity and management services company with a wide range of technology company investments. Most recently David served as CEO of Coro Health, a new media technology company. He also currently serves as a Director and Board Member for Conns, Inc. (NASDAQ: CONN) as well as a Director and Board Member for CPO Commerce, Inc.

Mr. Schofman is a graduate of the University of Texas at Austin.

Brian Anderson
Chief Operating Officer and Founder

Brian is primarily responsible for overseeing operations, finance, legal and technology.

Prior to Pure, Brian was a founding partner in 3Leaf Investments, a boutique private equity and management services company. Sample portfolio companies include CPO Commerce, Shopatron, Sweet Leaf Tea, Deep Eddy Vodka and ESO Solutions.

From 2001 – 2006, Brian served as Founder, President and CFO of Callaway Golf Interactive (CGI). Acquired by Callaway Golf in 2005, CGI is the strategic vehicle for all of Callaway’s consumer initiatives, including all domestic and international websites, direct marketing, direct sales and database management.

From 1998-2001, Brian worked at Deutsche Bank as an investment banking associate. Primary activities included assisting in the sale of over $100m in oil and gas properties in the North Sea as well as a broad range of corporate finance activities.

Brian earned his MBA from Rice University and his bachelor’s degree from The University of Texas.

Jay Bock
Chief Revenue Officer and Founder

Jay is primarily responsible for sales efforts but as Founder is involved in all aspects of the business including business development, operations, marketing, strategy and customer service.

Prior to founding Pure, Jay served as Senior Vice President, Worldwide Sales and Marketing for a division of Genesis Networks Enterprises, a privately held $700 million IT System Integrator. Jay ran sales, business development and marketing incorporating Genesis suite of products and services, leveraging large infrastructure capabilities across various Genesis companies. Accomplishments include launching an internet business contributing several million dollars in revenue less than 12 months from inception; developing a government business which quickly grew to over 25% of division’s revenue; driving significant international growth via various contract vehicles and acquisition; and taking over AT&T’s investment recovery globally.

Previously, Jay was SVP and Co-founder of a global value-added reseller in the network infrastructure space, from pre-revenue to $25M in annual sales over six years and its acquisition by Genesis in 2010. Managed Sales P&L, recruiting, strategy, business development, marketing and purview over sales operations. Developed and executed on approximately twenty Master Service Agreements (MSA’s) for hardware, forward and reverse logistics with Tier 1-3 Telecommunications Operators, Large Enterprise, and Government Institutions globally.

Jay also held various leadership positions in sales and product management for two other companies including Somera Communications. Somera, a public company, was the pioneer in the refurbished network infrastructure and services space.

Jay earned his Bachelor’s Degree in History from the University of California, Santa Barbara.

Shawn Dinwiddie
Chief Marketing Officer

Shawn is responsible for all aspects of the PureWRX eCommerce engine, including the technology, development, creative, content and product information that provide the foundation for all PureWRX websites. He also leads the acquisition, conversion and engagement activities.

Prior to his role as a founding member at PureWRX, Shawn held leadership positions with several eCommerce focused start-ups, primarily in the sales and marketing areas. Most recently, Shawn was founding member of a manufacturing startup that brought to market SCOR4161 golf equipment, three-year winner of silver medal in Golf Digest’s annual Hot List. Prior to SCOR, Shawn served as VP, Sales and Marketing with CPO Commerce, an $80 million + B2C and B2B eCommerce company that markets home improvement products for branded manufacturers online. Prior to CPO Commerce, Shawn was a founding management team member with Callaway Golf Interactive, a $40 million + direct to consumer eCommerce subsidiary of Callaway Golf. Along the way, Shawn has maintained a passion for both building analytically optimized marketing programs to drive revenue and profitability for all stakeholders, as well as the high performance teams that make them possible.

Shawn holds a BS in Marketing and Computer Science from Stephen F Austin State University, where he also developed a fierce competitive mindset as a five-year NCAA Div-1A golf scholarship recipient and brief, and semi-successful professional golf career.

Stephen Balkum
Chief Technology Officer

Stephen manages and architects all of the technology desires of PureWRX, from the software platforms to the hardware lab. He has been leading best-of-breed teams for decades and knows the difference between a technology company and a business that needs enabling technology. By using modern software development methodologies in cooperation with the business, Stephen leads teams that stay in constant communication with the business, and thus, repeatedly deliver to its needs.

An entrepreneur at heart, Stephen has focused on growth businesses in a broad spectrum of technology. Most recently, Stephen managed the software engineering department at In two short years, per developer productivity of his 13 member team increased 40%. Stephen was also VP of Technology for Coro Health offering targeted streaming media for residents in elder care communities. From 2001-2008, Stephen was Vice President of Technology with Callaway Golf Interactive. Stephen grew its technology department from the launch of Callaway Golf Pre-Owned, through the company’s purchase by Callaway Golf, and managed the technology for all of the company’s direct to consumer offerings.

Prior to Callaway Golf Interactive, as 212 Studios’ Director of Engineering, Stephen Balkum led the development of 212’s patent-pending Storekeeper System. Storekeeper’s use of Balkum algorithms employing AI technology constituted a revolution in database management and reporting systems. Previously, Stephen led the development team of the award-winning Jack Nicklaus 5 containing the most realistic 3-dimensional characters and scenery ever developed for a golf simulator.

Stephen earned a BS in Astronomy from the University of Texas. As a member of the department he focused on infrared spectroscopy research. With data from McDonald Observatory and the Kuiper Airborne Observatory, he developed algorithms to reduce 10’s of thousands of images of the same stellar object to a single, super-high resolution image. These methods were published in multiple scientific journals.

Investment Partners


Through seven investment funds over 30 years, Noro-Moseley Partners has created a strong brand which has enabled the firm to attract successful entrepreneurs and build long-term relationships with potential portfolio company customers, strategic partners, management talent and value-added co-investors. NMP targets investments in emerging, high-growth companies in the information technology and healthcare industries. Initial commitments range from $2-$7 million. As a board member in 90% of our investments, NMP assists the management team in setting strategy, structuring the growing organization, finding key personnel, assisting with financial planning, raising additional capital to support growth and gaining liquidity for the investment at the appropriate time.


A venture capital firm focused on Texas-based companies. Silverton’s culture is people-driven which leads them to partner with exceptional entrepreneurs who are committed to attacking growth markets with proprietary products or services. They are typically the first institutional and lead investor in the companies they back. Success stories include Tivoli Systems, Silicon Labs, Waveset, IntelliQuest, hyper9, Benchmarq, Crossroads and many more.

Investors and Advisors

Alan Taetle

Alan Taetle joined NMP in 1998 and has focused his investment activities on software and information technology companies. He currently represents NMP on the boards of Clearleap, PureWRX and Salesfusion. Alan was previously a director or observer for several prior NMP investments, including Virtustream (sold to EMC), Vocalocity (sold to Vonage Holdings Corp.), Acumen Brands (sold to General Atlantic), SecureWorks (sold to Dell) and Adjoined Consulting (sold to Cap Gemini). Alan currently serves as on the board of Venture Atlanta and he is a member of the Board of Advisors of the Georgia Tech College of Computing. Alan received his MBA from Harvard Business School.

Bill Wood

Prior to founding Silverton Partners, Bill Wood began his venture career in 1984 as a founding partner of Austin Ventures, which has since become one of the largest venture capital firms in the country. Bill is a past recipient of both the Ernst & Young Entrepreneur-of-the-Year Award and the Austin Technology Pillar Award, recognizing his lifetime contribution to the development of the Austin technology community. He was also the inaugural inductee into the Austin Technology Hall of Fame. Bill received his BA from Brown University Phi Beta Kappa and his MBA from Harvard Business School.

Kip McClanahan

For the past 20 years Kip McClanahan has worked in IT security, networking, media communications and software industries. He served as both CEO and board member to both public and private companies. He has founded or held leadership roles in companies including BroadJump (acquired by Motive), TippingPoint (IPO, acquired by 3Com) and NetSpeed (acquired by Cisco). As an operator, he has raised over $100M in capital and his companies have returned nearly $800M in realized gains. Kip graduated from the University of Texas with a BS in Electrical Engineering.

Michael Vickery

From 2009-2013 Michael was VP of Strategic Alliances at Juniper Networks where he was responsible for their global system integrator business. An experienced technology industry veteran, he spent 13 years with IBM in a variety of sales and marketing positions and served as CEO and other executive roles at several start-ups that successfully raised $400M in funding. Michael received his MBA from the University of Chicago Booth School of Business.

John Gaillard

From 2001-2013 John held several senior roles at ScanSource Catalyst including VP of Business Development, President of Security and VP of Sales. John has extensive knowledge in relaying the value of distribution to companies who have not utilized a two tier distribution model as a core component of their channel strategy.

Paul Bell

Member of Dell senior executive team, reporting to CEO, from 1998 to 2012. Leveraged strategy consulting experience in developing business unit strategies that helped Dell grow from $7 billion to over $60 billion in revenues. Wide international experience, having led multi-continent regions for 9 years and global business units for 5 years. Lived in UK, France and North Africa for 17 years. Specialties include developing high growth, high performance organizations; transformation of go-to-market models; and implementation of business management systems to drive performance improvement. Currently Operating Partner at Lead Edge Capital, New York.

Technology Partners


Contact Us

Global Headquarters

11525B Stonehollow Drive
Suite 250
Austin, Texas 78758

EMEA Distribution

Luchthavenweg 81 Unit 029
5657 EA Eindhoven, NETHERLANDS

Channel Sales

Greenville, South Carolina

Sales Office

Kansas City, Missouri

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