FOR IMMEDIATE RELEASE – January 11, 2012
CONTACT: Jeff Barry, Partner
717 East Huron, Suite 2E
Ann Arbor, Michigan 48104
(734) 747-9401 phone/ (734) 929-1811 fax

Plymouth Venture Partners Fund II Makes Investment in Chicago-based Virtual Simulation Leader, InContext Solutions

Chicago, IL— Plymouth Ventures announces its seventh investment from Plymouth Venture Partners Fund II (“PVP II”), leading a multi-million dollar Series C round in InContext Solutions of Chicago, Illinois. InContext Solutions is the leader in web-based virtual simulation technology and Insight Services for concept visualization and research. By combining the power of sophisticated 3D simulations with the speed and flexibility of the web, they have created a uniquely scalable virtual store technology that provides clients with the ability to ideate and evaluate product, marketing and store concepts within a single collaborative platform, and at a significant reduction in time and cost in relation to traditional methods. InContext’s client list consists of various Fortune 500 Consumer Packaged Goods, Consumer Electronics/Technology, Quick Serve Restaurants, and Retail corporations. The company’s superior web-based 3D technology, along with its ability to access research participants across the globe through its on-line capability is what makes the companies offerings unique.

Plymouth was attracted to InContext due to its leading edge 3D and on-line technology, strong management team, the traction with major consumer manufacturing and retail companies throughout the U.S. and internationally, and the rapidly growing market in which it operates.

Mark Horne, PMC’s Chief Executive Officer, commented “InContext Solutions has developed a unique, feature rich product that is experiencing growing demand. The consumer behavior and market research industry’s move to virtual simulation tools is expected to be a large driver in pushing customers to InContext’s technology. Additionally, we have been impressed with the company’s leadership and are excited to work with the InContext team to bring its products to the forefront of a fast moving industry.” Mark Hardy, InContext’s CEO and Vice Chairman added “We are pleased to partner with Plymouth Ventures as we enter the next growth phase in our company’s progression. The financing round they led will make it possible to fully deploy our strategy, allowing us to expand our service and product offerings to better address the expanding customer needs in the rapidly growing market for virtual simulation within Customer Marketing and Research.”

Plymouth Management Company Partner Jeff Barry will take a Board seat with the company and assist InContext in achieving further growth.

About Plymouth Venture Partners II, L.P.

Fund II is a follow-on fund to Plymouth Venture Partners Fund I. PVP I became fully invested in 2009 after completing investments in 29 companies. Plymouth Venture Partners II invests in growth stage companies in the Great Lakes region. For more information, please visit

About Plymouth Management Company

Plymouth Management Company is the manager for Plymouth Venture Partners I and Plymouth Venture Partners II. The company has three partners, Mark Horne, Ian Bund, and Jeff Barry. It is headquartered in Ann Arbor, Michigan. For more information, please visit

About InContext Solutions

InContext Solutions is an award winning technology-based insights services firm that leverages 3D virtual environments to add value at every stage of the concept development cycle. Its collaborative software tools and research capabilities enable the world’s best known consumer brands to acquire highly accurate, timely and cost-effective behavioral and attitudinal insights into shopper behavior, and to more effectively collaborate and drive consensus around key decisions. For more information, please visit