Entrepreneurial

Startups run the gamut from the sublime to the mundane

By Guest Contributor
September 14, 2011

– Mark Boslet is a contributor to PE Hub, a Thomson Reuters publication. This article originally appeared here. –

Investors navigated the halls. Luminaries such as LinkedIn’s Reid Hoffman and SoftTech’s Jeff Clavier took the stage.

Demo Fall 2011 was in full swing yesterday. What stood out at the tech conference was an eclectic assortment of startups that varied from the sublime to the silly. Several of the most appealing enterprise-focused companies seemed poised to attract considerable interest. Several developing consumer technologies did not.

Here are some from both sides of the aisle:

FLUXX

Among those destined to draw attention was Fluxx of San Francisco. The company hopes to develop an online dashboard where businesses can integrate information from key internal systems and better manage their operations.

Fluxx argues the product’s value is its ability to put the data in one, easily accessible place. Already the company sells a cloud-based dashboard product to half a dozen non-profit foundations, for which it expects $1 million in revenue this year.

The conference brought inquiries from three venture capitalists, Fluxx founder Jason Ricci told peHUB during a mid-day break. “The ones we’ve met have really been focused and interested.”

The 2-year-old self-funded company is considering Series A financing. “If the valuation looks good, we’ll go for it,” said Ricci. “We’re kind of on the fence.”

WHODINI

Another company almost certain to attract VC interest is Whodini. The Los Altos, California-based company’s online service lets corporate customers identify in-house experts and distribute their names to other employees.

The company brought in $2 million from angels in August and is thinking about Series B funding late this year or early next, said Bjorn Stromsness (pictured), a Whodini director.

CONSUMER HOPEFULS

Consumer startups were less obvious winners. NeighborOil of Andover, Massachusetts, lets users of its website win “points” toward the purchase of home heating oil by shopping at retail chains.

Meanwhile, Get.com of Santa Monica is developing a service to provide product information from a crowd-sourced online audience, while I-Postmortem’s ambitious goal is to create an online cemetery where people can leave notes, photos and tributes to lost friends and relatives. The company’s business model is based on subscriptions.

“It feels like all the cool kids are at TechCrunch Disrupt,” said Sand Hill Angel Steve Bennet.

Post Your Comment

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/
  •