Cloud ERP originally founded by Evan Goldberg with backing from Larry Ellison in 1998, acquired by Oracle in 2016 for $9.3B. Powers finance, inventory, and operations for mid-market companies who've outgrown QuickBooks but aren't ready for full SAP. A reference point for how vertical-by-size positioning (mid-market ERP) built a durable category despite a sprawling, dated product surface.