- The X Team
Pen Goodale, Principal, VelocX
Meet Pen Professionally
Pen brings 28 years’ experience in market research and business analysis in a wide range of industries. She started analyzing market dynamics as Mentor Graphics’ first Investor Relations Manager when the company went public in 1984 and strengthened her financial analysis skills during her 10 years at Mentor Graphics and as the Senior Business Analyst at a Portland start-up, Now Software. Since 1996, Pen has developed strong market research and analysis skills while working as The Ascent Group’s Research Consultant, as OVP Venture Partner’s Director of Research, and then as an independent consultant, working primarily with Equilibrium Capital Group and Nike.
Pen has a unique ability to synthesize, analyze and summarize research in ways that help companies and investors understand market trends and competitive threats, identify new market and investment opportunities, and analyze exit scenarios. She has completed numerous, in-depth projects focused on Information Technology, Wireless Communications and Sustainability/ Clean Tech market segments, as well as projects in a diverse range of other industries. Over the years, Pen also has enjoyed teaching entrepreneurs and MBA students how to create customer-centric market segmentation models, interview industry experts, analyze competitors, and develop market sizing forecasts.
Meet Pen Personally
When the weather is sunny, you often can find Pen and her husband, Bill, digging in the dirt and weeding, growing organic vegetables, fruits, and flowers in their big yard. On rainy days, she prefers cooking for and spending time with family and friends, or curling up with a good book in front of the fire with their cat, Cleo. Pen’s athletic skills are very limited, except on the dance floor. She loves doing swing, ballroom and Latin dancing and Pen and Bill always laugh more than anyone else at dance classes and parties.