UPenn/Wharton VC meetup -- tacos & demos at Mercadito Grove

We decided to change things up a bit and plan our September get-together around delicious all-you-can-eat tacos at Mercadito Grove. It's Monday, Sept 26th at 7PM, $23 per person. Please adjust your RSVP accordingly since we need to supply the final headcount to the venue.

We will have a demo from www.brandme.co; also I will be pitching an idea i'd like some feedback on.
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We decided to change things up a bit and plan our September get-together around delicious all-you-can-eat tacos at Mercadito Grove. It's Monday, Sept 26th at 7PM, $23 per person. Please adjust your RSVP accordingly since we need to supply the final headcount to the venue.

We will have a demo from www.brandme.co; also I will be pitching an idea i'd like some feedback on.

www.brandme.co | Launched for beta testing: Nov 2010 | Public launch: Oct 2011 | Contact ilya@brandme.co 917-701-9149

Brandme is a service that lets people understand how they are perceived by their peers. It addresses the basic human desire to know what other people think about us – we created a way to measure, represent and monetize the answer to this quest.

Initial target audience is 18-24 demographic (attended college or just graduated) – 15m US population that wants to be the center of attention, has no stigma with sharing and is more likely to be first adopters. Secondary market is 25-34 demographic, of which 69% (28m people) aspire to get ahead.

There are five elements of the brandme profile:
-Summary dashboard that illustrates self-awareness vs. peerperception at the trait or situation level (e.g., when it comes to creativity, on the scale of 1-10, you think you are 4.6 while peers see you as 8.9).
-Granular-level details for every trait or situation.
-Explanation of results and actionable recommendations (e.g., how can you maintain or improve your ‘brand’).
-Contextual comparison of user results across broader networks by professional / social setting, by age and by gender.
-Users can share results on Facebook and LinkedIn, but otherwise maintain full control over data access and dissemination.

Business Model
-Direct customers pay $5 to access brandme profile
-With 1:3.5 ‘viral’ factor and 20% repeat usage, we expect revenue of $27 per acquired user.
-White-label and co-branded partnerships yield 50% less in revenue in exchange for access to the target audience and no cost of sales.

Go-to-Market Strategy
-Initial market penetration relies on the ‘influencer’ model, enhanced with engagement options (Facebook, mobile apps), social/gaming elements (e.g., “What does Lucy think of me?”) and aspirational positioning (“Do I appear smart, thoughtful and confident for my next job interview?”). Seeking $500,000 in the first round to launch marketing campaigns and enhance product with additional content and features.


For October, we have an awesome demo planned from guys at MapThatPad (more details soon).

Thanks and hope to see many of you on Monday the 26th. Menu and restaurant details are here http://www.mercaditorestaurants.com/grove/promo_happy_hour.php

Best,

Maria & Matt

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