KANA COMMUNICATIONS INC
SC 13G, 2000-02-14
BUSINESS SERVICES, NEC
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549



                                  SCHEDULE 13G

                    UNDER THE SECURITIES EXCHANGE ACT OF 1934
                            (AMENDMENT NO. ________)*

                            KANA COMMUNICATIONS, INC.
- --------------------------------------------------------------------------------
                                (Name of Issuer)



                                  COMMON STOCK
- --------------------------------------------------------------------------------
                         (Title of Class of Securities)



                                   483600 10 2
                         -------------------------------
                                 (CUSIP Number)


- --------------------------------------------------------------------------------
             (Date of Event Which Requires Filing of this Statement)


Check the following box to designate the rule pursuant to which the Schedule is
filed:

         [ ]  Rule 13d-1(b)

         [ ]  Rule 13d-1(c)

         [ ]  Rule 13d-1(d)

* The remainder of this cover page shall be filled out for a reporting person's
         initial filing on this form with respect to the subject class of
         securities, and for any subsequent amendment containing information
         which would alter disclosures provided in a prior cover page.

The information required on the remainder of this cover page shall not be deemed
         to be "filed" for the purpose of Section 18 of the Securities Exchange
         Act of 1934 ("Act") or otherwise subject to the liabilities of that
         section of the Act but shall be subject to all other provisions of the
         Act (however, see the Notes).





POTENTIAL PERSONS WHO ARE TO RESPOND TO THE COLLECTION OF INFORMATION CONTAINED
IN THIS FORM ARE NOT REQUIRED TO RESPOND UNLESS THE FORM DISPLAYS A CURRENTLY
VALID OMB CONTROL NUMBER.



                                Page 1 of 6 pages


<PAGE>   2
CUSIP NO.   483600 10 2                SCHEDULE 13G
         ---------------------

  (1)     NAMES OF REPORTING PERSONS
          S.S. OR I.R.S. IDENTIFICATION NOS. OF ABOVE PERSONS [Entities Only]
          Mark S. Gainey
          ---------------------------------------------------------------------

  (2)     CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP (See Instructions)
                                                                    (a)   [   ]
                                                                    (b)   [   ]
          ---------------------------------------------------------------------

  (3)     SEC USE ONLY

          ---------------------------------------------------------------------

  (4)     CITIZENSHIP OR PLACE OF ORGANIZATION
          United States
          ---------------------------------------------------------------------

                       (5)     SOLE VOTING POWER
  NUMBER OF                    2,376,000 shares
   SHARES              --------------------------------------------------------
 BENEFICIALLY          (6)     SHARED VOTING POWER
  OWNED BY                     -0-
    EACH               --------------------------------------------------------
  REPORTING            (7)     SOLE DISPOSITIVE POWER
 PERSON WITH:                  2,376,000 shares
                       --------------------------------------------------------
                       (8)     SHARED DISPOSITIVE POWER
                               -0-
                       --------------------------------------------------------

  (9)     AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON
          2,376,000
          ---------------------------------------------------------------------

 (10)     CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN
          SHARES (See Instructions)
          N/A
          ---------------------------------------------------------------------

 (11)     PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW (9)
          7.8%
          ---------------------------------------------------------------------

 (12)     TYPE OF REPORTING PERSON (See Instructions)
          IN
          ---------------------------------------------------------------------




                                Page 2 of 6 pages
<PAGE>   3

                          INSTRUCTIONS FOR SCHEDULE 13G



INSTRUCTIONS FOR COVER PAGE

(1)      Names and l.R.S. Identification Numbers of Reporting Persons--Furnish
         the full legal name of each person for whom the report is filed--i.e.,
         each person required to sign the schedule itself--including each member
         of a group. Do not include the name of a person required to be
         identified in the report but who is not a reporting person. Reporting
         persons that are entities are also requested to furnish their I.R.S.
         identification numbers, although disclosure of such numbers is
         voluntary, not mandatory (see "SPECIAL INSTRUCTIONS FOR COMPLYING WITH
         SCHEDULE 13G" below).

(2)      If any of the shares beneficially owned by a reporting person are held
         as a member of a group and that membership is expressly affirmed,
         please check row 2(a). If the reporting person disclaims membership in
         a group or describes a relationship with other persons but does not
         affirm the existence of a group, please check row 2(b) [unless it is a
         joint filing pursuant to Rule 13d-l(k)(1) in which case it may not be
         necessary to check row 2(b)].

(3)      The third row is for SEC internal use; please leave blank.

(4)      Citizenship or Place of Organization--Furnish citizenship if the named
         reporting person is a natural person. Otherwise, furnish place of
         organization.

(5)(9), (11) Aggregate Amount Beneficially Owned By Each Reporting Person,
         Etc.--Rows (5) through (9) inclusive, and (11) are to be completed in
         accordance with the provisions of Item 4 of Schedule 13G. All
         percentages are to be rounded off to the nearest tenth (one place after
         decimal point).

(10)     Check if the aggregate amount reported as beneficially owned in row (9)
         does not include shares as to which beneficial ownership is disclaimed
         pursuant to Rule 13d-4 (17 CFR 240.13d-4) under the Securities Exchange
         Act of 1934.

(12)     Type of Reporting Person--Please classify each "reporting person"
         according to the following breakdown (see Item 3 of Schedule 13G) and
         place the appropriate symbol on the form:


<TABLE>
<CAPTION>
                          Category                          Symbol
                          --------                          ------
<S>                                                        <C>
               Broker Dealer                                  BD
               Bank                                           BK
               Insurance Company                              IC
               Investment Company                             IV
               Investment Adviser                             IA
               Employee Benefit Plan, Pension Fund,           EP
                   or Endowment Fund
               Parent Holding Company/Control Person          HC
               Savings Association                            SA
               Church Plan                                    CP
               Corporation                                    CO
               Partnership                                    PN
               Individual                                     IN
               Other                                          OO
</TABLE>

Notes:
         Attach as many copies of the second part of the cover page as are
         needed, one reporting person per page.

         Filing persons may, in order to avoid unnecessary duplication, answer
items on the schedules (Schedule 13D, 13G or 14D-1) by appropriate cross
references to an item or items on the cover page(s). This approach may only be
used where the cover page item or items provide all the disclosure required by
the schedule item. Moreover, such a use of a cover page item will result in the
item becoming a part of the schedule and accordingly being considered as "filed"
for purposes of Section 18 of the Securities Exchange Act or otherwise subject
to the liabilities of that section of the Act.

         Reporting persons may comply with their cover page filing requirements
by filing either completed copies of the blank forms available from the
Commission, printed or typed facsimiles, or computer printed facsimiles,
provided the documents filed have identical formats to the forms prescribed in
the Commission's regulations and meet existing Securities Exchange Act rules as
to such matters as clarity and size (Securities Exchange Act Rule 12b-12).



                                Page 3 of 6 pages

<PAGE>   4

              SPECIAL INSTRUCTIONS FOR COMPLYING WITH SCHEDULE 13G


         Under Sections 13(d), 13(g), and 23 of the Securities Exchange Act of
1934 and the rules and regulations thereunder, the Commission is authorized to
solicit the information required to be supplied by this schedule by certain
security holders of certain issuers.

         Disclosure of the information specified in this schedule is mandatory,
except for I.R.S. identification numbers, disclosure of which is voluntary. The
information will be used for the primary purpose of determining and disclosing
the holdings of certain beneficial owners of certain equity securities. This
statement will be made a matter of public record. Therefore, any information
given will be available for inspection by any member of the public.

         Because of the public nature of the information, the Commission can use
it for a variety of purposes, including referral to other governmental
authorities or securities self-regulatory organizations for investigatory
purposes or in connection with litigation involving the Federal securities laws
or other civil, criminal or regulatory statutes or provisions. I.R.S.
identification numbers, if furnished, will assist the Commission in identifying
security holders and, therefore, in promptly processing statements of beneficial
ownership of securities.

         Failure to disclose the information requested by this schedule, except
for l.R.S. identification numbers, may result in civil or criminal action
against the persons involved for violation of the Federal securities laws and
rules promulgated thereunder.

                              GENERAL INSTRUCTIONS

A.       Statements filed pursuant to Rule 13a-l(b) containing the information
         required by this schedule shall be filed not later than February 14
         following the calendar year covered by the statement or within the time
         specified in Rules 13d-l(b)(2) and 13d-2(c). Statements filed pursuant
         to Rule 13d-1(c) shall be filed within the time specified in Rules
         13d-1(c), 13d-2(b) and 13d-2(d). Statements filed pursuant to Rule
         13a-l(d) shall be filed not later than February 14 following the
         calendar year covered by the statement pursuant to Rules 13a-l(d) and
         13d-2(b).

B.       Information contained in a form which is required to be filed by rules
         under section 13(f) (15 U.S.C. 78m(f)) for the same calendar year as
         that covered by a statement on this schedule may be incorporated by
         reference in response to any of the items of this schedule. If such
         information is incorporated by reference in this schedule, copies of
         the relevant pages of such form shall be filed as an exhibit to this
         schedule.

C.       The item numbers and captions of the items shall be included but the
         text of the items is to be omitted. The answers to the items shall be
         so prepared as to indicate clearly the coverage of the items without
         referring to the text of the items. Answer every item. If an item is
         inapplicable or the answer is in the negative, so state.


ITEM 1.

         (a)      Name of Issuer: KANA COMMUNICATIONS, INC.

         (b)      Address of Issuer's Principal Executive Offices: 740 BAY ROAD,
                  REDWOOD CITY, CA 94063


ITEM 2.

         (a)      Name of Person Filing: MARK S. GAINEY

         (b)      Address of Principal Business Offices or, if none, Residence:
                  740 BAY ROAD, REDWOOD CITY, CA 94063

         (c)      Citizenship: UNITED STATES

         (d)      Title of Class of Securities: COMMON STOCK

         (e)      CUSIP Number: 483600 10 2


ITEM 3.  IF THIS STATEMENT IS FILED PURSUANT TO SS.SS.240.13D-1(B) OR
         240.13D-2(B) OR (C), Check WHETHER THE PERSON FILING IS A:

         (a)   [ ]    Broker or dealer registered under section 15 of the Act
                      (15 U.S.C. 70o)

         (b)   [ ]    Bank as defined in section 3(a)(6) of the Act (15 U.S.C.
                      78c)

         (c)   [ ]    Insurance company as defined in section 3(a)(19) of the
                      Act (15 U.S.C. 78c)

         (d)   [ ]    Investment company registered under section 8 of the
                      Investment Company Act of 1940 (15 U.S.C. 80a-8)

         (e)   [ ]    An investment adviser in accordance with
                      ss.240.13d-1(b)(1)(ii)(E)

         (f)   [ ]    An employee benefit plan or endowment fund in accordance
                      with ss.240.13d-1(b)(1)(ii)(F)

         (g)   [ ]    A parent holding company or control person in accordance
                      with ss.240.13d-1(b)(1)(ii)(G)



                                Page 4 of 6 pages

<PAGE>   5

         (h)   [ ]    A savings associations as defined in Section 3(b) of the
                      Federal Deposit Insurance Act (12 U.S.C. 1813)

         (i)   [ ]    A church plan that is excluded from the definition of an
                      investment company under section 3(c)(14) of the
                      Investment Company Act of 1940 (15 U.S.C. 80a-3)

         (j)   [ ]    Group, in accordance with ss.240.13d-1(b)(1)(ii)(J)


ITEM 4. OWNERSHIP

         Provide the following information regarding the aggregate number and
percentage of the class of securities of the issuer identified in Item 1.

         (a)      Amount Beneficially Owned: 2,376,000           .
                                             --------------------

         (b)      Percent of Class: 7.8%               .
                                   --------------------

         (c)      Number of shares as to which such person has:

         (i)      Sole power to vote or to direct the vote: 2,376,000         .
                                                            ------------------

         (ii)     Shared power to vote or to direct the vote: -0-              .
                                                              -----------------

         (iii)    Sole power to dispose or to direct the
                  disposition of: 2,376,000           .
                                  --------------------

         (iv)     Shared power to dispose or to direct the
                  disposition of: -0- .
                                  --------------------

         Instruction: For computations regarding securities which represent a
right to acquire an underlying security see ss.240.13d-3(d)(1).


ITEM 5. OWNERSHIP OF FIVE PERCENT OR LESS OF A CLASS

         If this statement is being filed to report the fact that as of the date
hereof the reporting person has ceased to be the beneficial owner of more that
five percent of the class of securities, check the following |_|.

         Instruction: Dissolution of a group requires a response to this item.


ITEM 6. OWNERSHIP OF MORE THAN FIVE PERCENT ON BEHALF OF ANOTHER PERSON

         If any other person is known to have the right to receive or the power
to direct the receipt of dividends from, or the proceeds from the sale of, such
securities, a statement to that effect should be included in response to this
item and, if such interest relates to more than five percent of the class, such
person should be identified. A listing of the shareholders of an investment
company registered under the Investment Company Act of 1940 or the beneficiaries
of employee benefit plan, pension fund or endowment fund his not required.


ITEM 7. IDENTIFICATION AND CLASSIFICATION OF THE SUBSIDIARY WHICH ACQUIRED THE
        SECURITY BEING REPORTED ON BY THE PARENT HOLDING COMPANY

         If a parent holding company has filed this schedule, pursuant to Rule
13d-1(b)(ii)(G), so indicate under Item 3(g) and attach an exhibit stating the
identity and the Item 3 classification of the relevant subsidiary. If a parent
holding company has filed this schedule pursuant to Rule 13d-1(c) or Rule
13d-1(d), attach an exhibit stating the identification of the relevant
subsidiary.


ITEM 8. IDENTIFICATION AND CLASSIFICATION OF MEMBERS OF THE GROUP

         If a group has filed this schedule pursuant to
ss.240.13d-1(b)(1)(ii)(J), so indicate under Item 3(j) and attach an exhibit
stating the identity and Item 3 classification of each member group. If a group
has filed this schedule pursuant to ss.240.13d-1(c) or ss.240.13d-1(d), attach
an exhibit stating the identity of each member of the group.


ITEM 9. NOTICE OF DISSOLUTION OF GROUP

         Notice of dissolution of a group may be furnished as an exhibit stating
the date of the dissolution and that all further filings with respect to
transactions in the security reported on will be filed, if required, by members
of the group, in their individual capacity. See Item 5.


ITEM 10. CERTIFICATION

         The following certifications shall be included if the statement is
filed pursuant to ss.240.13d-1(b):



                                Page 5 of 6 pages

<PAGE>   6

         By signing below I certify that, to the best of my knowledge and
         belief, the securities referred to above were acquired and are held in
         the ordinary course of business and were not acquired and are not held
         for the purpose of or with the effect of changing or influencing the
         control of the issuer of the securities and were not acquired and are
         not held in connection with or as a participant in any transaction
         having that purpose or effect.


                                    SIGNATURE

         After reasonable inquiry and to the best of my knowledge and belief, I
certify that that information set forth in this statement is true, complete and
correct.

                                                 February 10, 2000
                                  ----------------------------------------------
                                                       Date

                                  ----------------------------------------------
                                                     Signature

                                             Mark S. Gainey, President
                                  ----------------------------------------------
                                                    Name/Title



         The original statement shall be signed by each person on whose behalf
the statement is filed or his authorized representative. If the statement is
signed on behalf of a person by his authorized representative other than an
executive officer or general partner of the filing person, evidence of the
representative's authority to sign on behalf of such person shall be filed with
the statement, provided, however, that a power or attorney for this purpose
which is already on file with the Commission may be incorporated by reference.
The name and any title of each person who signs the statement shall be typed or
printed beneath his signature.

NOTE:    Schedules filed in paper format shall include a signed original and
         five copies of the schedule, including all exhibits. See ss.240.13d-7
         for other parties for whom copies are to be sent.

ATTENTION: INTENTIONAL MISSTATEMENTS OR OMISSIONS OF FACT CONSTITUTE FEDERAL
CRIMINAL VIOLATIONS (SEE 18 U.S.C. 1001)



                                Page 6 of 6 pages


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