In the process of reinventing itself, Flypaper Studio wants to reinvent the way people create online presentations. And its ambitions go beyond merely giving users the tools to do that; the company plans to host multimedia presentations for everyone to see.When I first wrote about Flypaper Studio a few weeks ago, the company was called FreshBrew. But CEO Pat Sullivan says that sounded too much like it was a mere software company and its business model will revolve as much around user-generated content as it does around tools for creating interactive presentations. Hence, Flypaper Studio. It implies sticky content, a sticky site.

Flypaper Studio (formerly FreshBrew) is a relaunch and rebranding of Interactive Alchemy, founded in 2003 to create custom online training programs for businesses. The company is applying that expertise to the world of rich media content and online presentations. On its Web site, Flypaper makes available a library of models that can be used to create multimedia presentations for viewing on the Web.

Flypaper Studio refers to these PowerPoint-like online presentations as "stories." It expects marketing people to latch onto the idea. Starbuck's is an early adopter. The company hopes to establish a community of users who create and share their own models and other software components, and who post their rich media creative works on its site in the same way that YouTube has become the place to post video.

There's no cost to use Flypaper, and a licensed version for business use in the plan. "There's a huge opportunity for a professional version," says Sullivan.

Sullivan, the co-founder of SalesLogix and ACT!, was officially named CEO of Flypaper Studio this week. The company has approximately 30 employees and it's about to close $3 million in Series A funding with Sierra Ventures.