Demo Day

October 22, 2010

agenda
8:30 AM Registration / networking
9:00 AM Welcome
9:15 AM Company presentations
10:15 AM Break
10:30 AM Company presentations
11:15 AM Meet with companies / Lunch
welcome
alphalab is a catalyst for launching the next generation of software, web, mobile and
entertainment technology companies. Created by Innovation Works, one of the
nation’s most active seed-stage investors, alphalab provides investment, hands-on
business assistance, advisors and mentors, and free office space as part of an
intensive program in Pittsburgh. alphalab helps companies rapidly develop their
technology, gain user feedback from early product releases, develop go-to-market
strategies, and move toward successful commercial launch.

Launched in 2008, alphalab has invested in twenty-eight companies with over

seventy-five participating entrepreneurs. The Winter / Spring 2011 alphalab class will
begin in January, 2011.
alphalab would like to thank the following organizations for their
generous support:

 Pennsylvania Department of Community & Economic

Development

 The Heinz Endowments

 Hillman Foundation

 Richard King Mellon Foundation

alphalab would like to extend a special thank you to the following individuals who
contributed their time, energy, and wisdom as advisors, speakers and supporters during
the current alphalab cycle.
Sean Ammirati – ReadWriteWeb
Laurie Barkman – Education Management
Corporation (EDMC)
Bernie Bishop – TiE Pittsburgh
Lenore Blum –Project Olympus
Bryan Brown – Clark & Chamberlin LLC
Lynsie Camuso – ShowClix, Inc.
Babs Carryer – Project Olympus
Brian Cavalier – Hovercraft Studios, LLC
Dan Cohen – Entrepreneur
Drew Davidson – Carnegie Mellon
Entertainment Technology Center
Joshua Dziabiak – ShowClix, Inc.
Ed Engler – Pittsburgh Equity Partners
Matt Fleckenstein – Microsoft
Michael Green – Landslide
Matt
Michael Harbaugh
Lehman – Mobile
– The Technologies,
University LLC
of Pittsburgh
Steve Hartman – U-Store-It Trust
Angela Love – The Art Institute of Pittsburgh
Matt Humphrey – HomeRun
Don Marinelli
Eric Koger– –Carnegie Mellon
ModCloth, Inc. Entertainment
Technology
Andy KuzneskiCenter
– Greyhawk Capital
Dave Mawhinney – Pittsburgh Life Sciences Greenhouse and
Carnegie Mellon University
George McKee - Entrepreneur
Peter Meulbroek - Technologist
Ron Morris – Duquesne University
Catherine Mott – BlueTree Allied Angels
Kit Needham – Project Olympus
Tom Patton – BlueTree Allied Angels
Raul Valdes-Perez – Vivisimo, Inc.
Hooman Radfar – Clearspring Technologies, Inc.
Steve Robinson – Pittsburgh Equity Partners
Pat Rogan – Immunetrics, Inc.
Jesse Schell – Schell Games, LLC
Chris Shipley – Guidewire Group, LLC
Jim Singer – Pepper Hamilton LLP
Aaron Tainter – Meakem Becker Venture Capital
Alan Veeck – Meakem Becker Venture Capital
Jake Witherell – Schell Games
alphalab would like to thank the following groups and organizations who have partnered
with us to promote alphalab and build community throughout the region.

The Art Institute of Pittsburgh Entrepreneurship

International and Venture
Game Developers Capital–Club
Association
BlueTree Allied Angels Pittsburgh
DevHouse Chapter
Pittsburgh
Carnegie Mellon University: OpenDuquesne University
Coffee Club Entrepreneurial Studies Prog.
– Pittsburgh
Center for Technology Transfer GreaterBusiness
OaklandRadio
Keystone Innovation Zone
Don Jones Center for Entrepreneurship Pittsburgh
Entertainment Technology Center (ETC) Grove City College Entrepreneurship Program
Pittsburgh Central Keystone Innovation Zone
Project Olympus Help Startups
Tepper School of Business Pittsburgh Technical Institute
Pittsburgh Technology Council
Pittsburgh Venture Capital Association
PodCamp Pittsburgh
Refresh Pittsburgh
TiE Pittsburgh
University of Pittsburgh:
Institute for Entrepreneurial Excellence
Office of Technology Management

www.careerimp.com
404-200-7549
Team
Ayan Kishore, CEO
ayan@careerimp.com
Work Exp: Business Tech Consultant at Deloitte,
Co-Founder of niche job portal/recruiting firm
Masters Human Computer Interaction, CMU
Paul Sutcliffe, Dir. of Engineering
paul@careerimp.com
Work Exp: Sr. Engineer at Westinghouse
Mona Abdel-Halim, Dir. of Business Development
mona@careerimp.com
Work Exp: Business Development for government
contractor, Sales Strategy for Fortune 500 company
MBA & Masters of Public Policy, CMU
Carl Crott, Web/Design Technologist
Work Exp: Freelance web development for start-ups
Bachelors Business Marketing
Overview:
Making it easy to be the easy hire™
Careerimp was born to put an end to career searching woes. Job seekers face numerous
hurdles to finding the “right” career – from searching for new opportunities to representing
one’s skills appropriately. Adapting best practices from online dating in matching people,
Careerimp is a web platform for matching jobseekers to employers.
The Problem:
Over 200 applicants fight to stand out per job opportunity, while a wrong hire costs an
employer 3x an employee’s salary.The current solution, big job boards (such as Monster and
CareerBuilder), are incredibly inefficient with placement rates of less than 5%! And so we
have a $20B online recruiting industry, which continues to grow.
Our Solution:
Careerimp is creating a compatibility gauging platform to connect active and passive
candidates with employers – saving both parties time and money. Through the application of
matchmaking technology, Careerimp will couple users across multiple skill and fit dimensions,
becoming a disruptive online career portal! To kick start the matchmaking process, Careerimp
has developed an intelligent resume building tool, RÉSUNATE™, to attract users and
generate detailed work history profiles to test our matchmaking technology.
Investment Opportunity:
Already in beta at four pilot sites, RÉSUNATE™ feature sales are under discussion with eight
career centers and transition service firms with the potential to result in 50,000 licensed users.
Careerimp now seeks $300,000 for sales and continued development of its matchmaking
platform. With the goal of reaching 150,000 users by the end of 2011, Careerimp is attractive
for acquisition by a large job board (e.g., Monster or CareerBuilder) or professional networking
site (e.g., LinkedIn) – two groups actively buying innovative start-ups.

www.devoteeapp.com
(717) 645-2748
Team
Matt French
CEO (Co-founder)
matt@devoteeapp.com
Duquesne University 2010
BS Entrepreneurship/Legal Studies
Co-founder, Burgh Card
Startup experience at CloudFab,
CruzStar
Kevin Holesh
CTO/CDO (Co-founder)
kevin@devoteeapp.com
Duquesne University 2011
BS Entrepreneurship
Freelance web developer/designer
Programming for 7 years
Overview:
Devotee has developed a mobile loyalty platform that provides businesses with the ability to
expand loyalty programs beyond physical punch cards into online social media and strengthen
their relationship with loyal customers. Devotee’s loyalty program generates word of mouth
(WOM) advertising by motivating brand loyalists to spread the word about businesses amongst
their friends on social networks in return for loyalty rewards.
The Problem:
The loyalty and rewards market has established itself as a $2B market and is viewed as essential
by 65% of businesses. Yet, only 13% feel they are effectively leveraging loyalty with their
customers, raising questions about the ROI businesses receive from using these marketing
programs. As traditional programs are limited by physical limitations (e.g. card) and thereby
restricted to purchases, the growth of mobile and social media presents new ways to drive loyalty
with customers and leverage WOM advertising. Loyalty program members are 70% more likely
to be WOM advocates than the general population, and with one WOM conversation equaling
an average of 200 TV ad impressions, social media has proven to be a great platform for
enabling WOM marketing.
Our Solution:
Devotee has created a marketing tool that allows businesses to enable their loyal customers as a
distribution channel for word-of-mouth promotion in return for loyalty rewards. When a loyal
customer engages with a partnering Devotee location, they receive actual rewards for the buzz
they generate on their social networks. Devotee’s technology will replace or complement its
customers’ existing loyalty programs and help the businesses increase their reach and exposure
on social networks.
Investment Opportunity:
Devotee launched a beta in Pittsburgh with 10 restaurant, coffee shop, and retail style
businesses. Devotee will be raising investment in late 2010 that will help scale the business as
the company expands into other nationwide markets, captures users, and expands the feature
set, including native applications.

www.levlr.com
(412) 613-3642
Team
Phil Anderson, CEO (Co-founder)
phil@levlr.com
Entrepreneur, founding several companies
including Used Cars On-Line (AUsedCar.com)
and BudgetSimple (BudgetSimple.com)
Shawn Wall, President/CTO (Co-founder)
shawn@levlr.com
Startup veteran, mobile technologies expert,
user experience architect, and fortune 500
consultant.
Overview:
Levlr has created a cloud-based platform for game mechanics. The platform is
designed for rapid development of location-aware game mechanics into new and
existing web, mobile, and desktop applications to motivate users and connect
brands to consumers.
The first application built on the Levlr platform is Beerby, a mobile app for beer
drinkers to track, share, and find nearby beer. Establishments & breweries can
create a direct connection to their consumers with achievements, badges, and
rewards using Beerby, which has achieved critical acclaim and press.
The Problem:
In the age of new media, people have become conditioned to ignore standard
methods of advertising. Consequently, brands have a difficult time engaging
consumers. What is a user’s motivation for following major brands on social
networks, or spreading the message of brand loyalty? The $42B online advertising
industry needs to supply brands with new methods of engaging consumers.
Our Solution:
Game mechanics are proven psychological motivators. Levlr has created a
platform for rapidly building applications that use game mechanics as marketing
tools for brands. Game mechanics include badges, levels, leaderboards, virtual
currency and more.
Levlr differentiates itself with a focus on mobile technologies which is where
Gartner predicts a majority of user interactions with brands will be by 2013.
Investment Opportunity:
Gamification and mobile apps are fast-growing trends, and Levlr is leading the way
with a powerful platform to power these applications. Levlr is seeking an
investment partner to help grow the Levlr platform.

nowaitapp.com
412.606.8296
Team
Robb Myer, CEO (Co-founder)
Robb@findnowait.com
Robb has 8 years product management and
marketing experience leading teams to define
and create tech products. He holds a MBA
from Carnegie Mellon University.
Luke Panza, Mktg& Sales (Co-founder)
Luke@findnowait.com
Luke has 5 years experience in CPG
marketing and 3 years in the restaurant
industry. He holds a BA from The University of
Pennsylvania.
James Belt, Technical Lead (Co-founder)
James@findnowait.com
James has 10 years development experience
designing robust software systems for HP and
Respironics. He holds a BS from The
University of West Virginia.
Richard Colvin, iPhone & UI (Co-founder)
Richard@findnowait.com
Richard has 7 years development experience
in game and user interaction design. He holds
a MS from Carnegie Mellon University’s
Entertainment Technology Center.
Overview:
NoWait takes the frustration out of the seating process at no-reservation restaurants
for both restaurants and guests by managing the waiting list via text messages.
NoWait further creates the opportunity to serve mobile web content to waiting guests
by automatically building a text message marketing list for post-visit engagements.
The vision of NoWait is to be the OpenTable for the casual dining market by
providing real-time seating availability information for restaurants that don’t take
reservations.
The Problem:
Ninety percent of table service restaurants (270,000 locations) do not take
reservations and this trend is increasing. The restaurants’ challenge is managing this
process effectively without losing guests as wait times become excessive. They are
also seeking innovative ways to engage guests using mobile technology. They need
new solutions to attract new customers and fill empty seats during off peak hours.
Our Solution:
NoWait is a platform to manage the seating process and engage guests while they
wait. NoWait uses the waiting list to automatically invite guests to opt-in to a text list
and receive specials later on. Restaurants in the NoWait network can offer discounts
or specials in real-time based on their current demand over NoWait’s mobile
consumer apps. We have worked with 10 restaurants in Pittsburgh and are seeing a
high acceptance rate by the restaurants and their customers. Opt-in rates are
between 20-30%.
Investment Opportunity:
NoWait seeks investment of $200 to $250K to fund sales and marketing to establish
a presence in three markets by Q3 2011. NoWait sees a clear exit opportunity with
one of the major restaurant-focused internet companies such as OpenTable, Yelp, or
IAC (CitySearch and Urbanspoon).

www.offermint.com
412-294-8620
Team
Vyom Bhuta, CEO (Co-founder)
Pittsburgh, PA
vyom@offermint.com
Cognizant (Emerging Media) - Principal
Otsuka Pharma (Comm. Ops.) – Director “Promotions in a box” - OfferMint’s self-service platform allows businesses to have
C3i (CRM) - Director
PricewaterhouseCoopers (CRM) – Manager expertise. Businesses can now (1) Create viral promotions within minutes (2) Publish on
Pratik Jhaveri, CPO (Co-founder)
Redwood City, CA
pratik@offermint.com
HP (Cloud Computing) – Product Marketing
Centillian (Mobile Media) – Founder
Xolved (CRM) - Founder
Net Suite (CRM) – Channel Partership
Deloitte Consulting (CRM) - Manager
Overview:
OfferMint provides businesses the easiest way to create offers that attract & retain
customers on the social web. Through OfferMint’s self-service platform, businesses can
create, publish and monetize viral promotions like group-buying offers, flash sales,
interactive coupons, contests and sweepstakes.
The Problem:
The online coupon market is $12B today and expected to grow to $22B by 2014 (12.9%
CAGR). Companies are engaging on the social web but don’t know how to cost effectively
monetize their fanbase while generating buzz. They rely on marketers or technical expertise
to create and manage promotions. Experiments with social commerce through group-buying
(Groupon) & flash sales (Gilt Groupe) sites have resulted in sacrificed margins for revenue
due to deep discount requirements (>50%) and fees of ~50% of campaign sales. Businesses
are looking for a simple, effective and affordable way to engage in online promotions and
social commerce.
Our Solution:
complete control of their promotional campaigns with no upfront investment or technical
Facebook, Twitter, LinkedIn & Company website (3) Monetize pre pay offers on a branded
paypal integrated “microsite” & OfferMint’s partner network (4) Measure sales & social
metrics in “realtime”. On a pay for performance basis, OfferMint makes 10% on each offer
sold inclusive of credit card fees.
Investment Opportunity:
OfferMint is generating revenue and has ~20+ alpha customers in the Pittsburgh area. The
company is preparing for exponential growth by forming strategic co-promotion and platform
integration partnerships with marketers, solution providers (business acquisition) and affiliate
networks (offer distribution). OfferMint will scale marketing, hiring, product development, and
customer support and is seeking a seed investment of $250k – $500k to grow its customer
base to ~10,000 customers yielding net revenues of ~$25million by the end of 2013.
notes: