 Good evening. I'm Bob Baldacci, and welcome to Baldacci on Business's Pitch Me Show, where each month we invite an entrepreneur who will pitch their product of service to our very esteemed panel of experts who may end up providing some services or perhaps even writing a check. So hopefully we hope that you folks watching the show enjoy it and learn from it. And again, as I mentioned at our presentation last month, if you like what you hear, please feel free to contact the entrepreneur directly if there's something that you can offer, the particular business or product or service. Again, thank you for watching and before we introduce our guest, entrepreneur, I would like to introduce our panel. So on my immediate left is my good friend Sandy Spalding. Sandy is growing a beard in honor of... Movember. Movember. Prostrate cancer awareness. Prostrate or prostate? Prostrate. Prostrate cancer. I prostrate myself to prostate. Kids. Okay, but the beard is... It's not for the Red Sox, but they did win the World Series a while ago. Lee thought you looked a little scraggly, but there's a good reason for it. Yes. And Don Gooding. Don has been a frequent member of our panel. Don runs the main center for entrepreneurial development. He runs the Top Gun Program and is very active as an officer with the main angels and has been known to write a check or two for a number of different businesses. It's always Movember for me. It's always Movember for you. I like the stash. It's good. And his wife, who we've had on the show before, promoting the Young Entrepreneurs Program, Build-A-Biz, is a noted cookbook author and her own writer and has a new book, which we won't disclose the title of just yet. But anyway, Don, thank you for being here. Thanks for having me. We have a new panelist who I'm very pleased to welcome to our show, Alicia DiPazzi. Alicia has spent 20 years in sales and marketing, a former director of marketing for Pinelland Farms, where you were involved in rolling out products. The Pinelland Farms Food Group. Pinelland Farms Food Group. But you were involved in helping to merchandise the products and selling them across the country. So we're really pleased to have you on the show, Alicia. Thank you. And finally, Mr. Bailey, what's the purpose of the tie? Is that a marine tie? That is an FBI tie. Okay. And you better watch it. Okay. It's always great to have Lee on the show. I know Lee is actually a frequent guest lecturer of the FBI at Quantico and other places. Lee, I mean, I can't, no introduction is adequate for his career. And we're so lucky to have him here in Maine. And he's been very active with a number of different businesses, helping to move the economy forward, create jobs, and make something happen here in the state. So we're very lucky to have you here, Lee. In lieu of an introduction, please inform my friend Sandy that it is prostate cancer that he is supporting. Because with prostate cancer, I usually did. One of the wittiest men in the world, too. So anyway, thank you, Lee, for being here and for all the help you've given the show and with your participation. So our entrepreneur this month is Jayza Porciello, an Italian name. I know that's not the way the Italians would pronounce it, being a Baldacci. But Jayza has a fascinating product that she's been working on. She's gone through your program, right, Don, the Top Gun program. And we're very excited to hear what you have to offer. I know it's called LifeKite, and it's a mobile app to help people organize their goals and objectives in a very social way, I guess, using social media and whatnot. But why don't you feel free to make your pitch. Okay, great. So thank you, Rob, and thank you, panelists, for this opportunity. My name is Jayza Porciello, and I am co-founder and CEO of LifeKite. We're an early-stage startup. LifeKite is an online platform that allows people to share their juicy goals and life aspirations, and then to gather help from their social circles or offers of goods and services to help them get those goals off the ground. It's like a place to visualize and crowdsource your bucket list. So a little about me. I am a fourth-generation manor and proud to be. And I have a past of foundation fundraising for institutions. I've raised a lot of money for getting the goals off the ground of nonprofit organizations, and now I'm turning my attention to individuals. I have a background in art history as well, and that is a degree that I'm bringing to bear on all the choices that we're making about what the interface of LifeKite will look like. So how did LifeKite come to be? Well, I want to show you a few things. So I'm a life-lister. I've always had a list of what I want to have happen in my lifetime, but this is what it looked like. Not terribly attractive, right? Certainly we can do better than this. I'd find it in the back of a drawer somewhere or stuck between some books, but I've lost another year in making something happen with this. I'm also somebody who uses vision boards, and I don't know if you're familiar with a vision board, but this is something that's very popular. Oprah had it on her show. Millions of people do this. This is on her website. It speaks to the part of our brain that is visual. 40% of our brain is devoted to images. And so you'll hear people who are really into goal-setting talk about visualization. Everyone from Bill Gates to Olympic athletes used this tool. So then I started thinking, well, what if we were to use both of these tools together? What if I were to, for example, illustrate my life list, which is what I did? And you can see it looks sort of like a set of kites, a string of kites. So I would carry this around with me in my pocket as a way to start talking about it, and I would start conversations with people. What are your life goals? And so I started saying to me, I could use one of those. I would buy one of those for a friend. And so I thought, okay, let's see. Let's leave the analog behind and see if we can build something digital that's not old-fashioned anymore. So then we started building this digital website that was crowdsourcing life lists. And then we started surveying people. We surveyed and we did intensive interviews. And what we found is that people do, in fact, track their life goals in some fashion. But they're looking for a tool that'll do a better job. And when we dug a little deeper, we found that people actually felt alone in the pursuit of their life goals. They also were feeling like those life goals were stuck. In the back of the drawer, like I had, or on their fridge, they weren't mobile. And other attempts to actually address the needs of this group have been not visual, kind of clunky on the web. They're just not working. Lastly, what we found was that there was nowhere on the web that you could actually post your life list and have a capacity to match with offers of goods and services or social circles that would actually give you the resources you need to have those goals happen. So what we're building, life kite, is crowdsourced, it's mobile, it's dynamic, it's very visually driven, and it has this capacity to match people's life lists with offers of goods and services. So for example, I've always wanted to go to Indonesia and I have no idea how to start. So I would go into the interface, which there's an image of the interface over here. This is our prototype, we've just started out. And so if you look at that prototype, you can see I would go into that site, I would set the goal, and then I would set an image, some image that really called to my imagination and had me remember why I want to go there at all. And that's what we call a kite. So a goal plus an image is a kite. And then you can invite people in, so you could invite just your spouse to see that goal, or you could carve out a group of your friends who are travelers, or you could show your entire Facebook network this kite, this goal, or you could make it public and anyone who came to the site could see it. And then what you start to see is that kite becomes a clearinghouse. It's a focal point for recommendations, word of mouth, for links to offers of goods and services. In my case, going to Indonesia, maybe I would see that Lonely Planet has a new guide to Indonesia that would come up, or photos, or I would get discounted tickets to Indonesia that would come up as part of keeping that life, that life kite aloft. The thing that's really amazing about that also is that it's filtered through our social circles. So it's not this fire hose of information, but it's really filtered through the circle of friends that you've invited into that kite. So then we started to look and see, well, what's the market for this? Who might be interested? And we did a lot of surveys and interviews, and what we found is that the people who currently use Pinterest overlap very heavily with those who might use life kite. Very strong overlap there. That's college-educated women ages mid-20s to mid-40s. And as you may know, that has enjoyed a meteoric rise, Pinterest, to 48 million-plus users at this point. The other segment that we saw as a theme and who might use life kite is lohas. I don't know if you're familiar. It's lifestyles of health and sustainability. Here you want to picture the lady with the Prius. She shops at Whole Foods. She might do yoga. So there are about 40 million-plus of this market segment in the U.S., and the value that's established for that market is about 280 billion a year. So then we've been thinking about revenue streams, and we have lots of sound candidates, but one in particular seems to be the best match. It's the most natural match, which is that when somebody sets up their life goals and we actually limit the number of goals you can set, you're setting a series of priorities about what is important to you and to have offers of goods and services coming in to help you get those goals done is going to be very appealing to an advertiser who knows that that prospect is actually seasoned because they've made that subject a priority. So it's not a banner ad. It's very targeted. So that's the chief way we see that the revenue would come. But we've also investigated to see about subscription model, and we've seen from surveys and interviews that people are actually interested in a price point of about $5 a month for a subscription to LifeKite. So where are we now? We've gotten incubator-level venture capital funding from Serendip Ventures. We've also gotten a couple of main technology institute grants. And what we're doing right now is putting our beta prototype through its paces. We're really looking to see where the kinks, making sure it's intuitive. And so my ask of you is, if you know of anybody who you think might use LifeKite, I would love to send them my way. If you know anybody who's a really good beta tester who's going to find all of the places where it might break, please send them our way. And then finally, opportunities for public relations. We need to drive the user body to about $10,000 in order to attract the interests of advertisers. So all three of those things would be of great value. Thank you. Lisa, thank you very much. Well done. Panel, what do you think? Mr. Bailey? I am a big social network guy because I tried it but flooded. But I do want to observe that you're one of the best speakers we've ever had on this show. I teach public speaking. I've given 5,000 speeches. I have cut people in the neck for saying like and you know. And I'll go after the ah eventually. But otherwise the presentation was superb and I suggest that you continue being the front person for the company. Well, that means a lot coming from Mr. Bailey who's often provided some very interesting critiques of my presentation from time to time. But I welcome it. Sandy. Jason, I'm just curious how this particular concept succeeds in the marketplace out there. You've got Twitter going out with a $2 billion IPO, $13 billion market cap. How do you get some sense that you could be the one or one of the ones that's going to be a big success someday? How do you figure that out? That's a great question. I think the one thing that I would say that keeps me wanting to make sure this happens is that right now in the landscape of social media you can be known and know each other by your collegial connections and your career through LinkedIn. You can be known by what's happening today on Facebook, on Pinterest. You can be known by your aesthetic and a sort of collection of objects. But if I want to be known and to know others in my life by what they aspire to by what their life goals are, there's no place for that. That does not exist. If I think about what I would want to buy for a friend who put up their life goals, I would know much more about what would really matter in a gift. I think we have a special place in that total landscape. Interesting. Alicia? You said you needed to get to 10,000. Where are you now? We have a small, small set. We've got about 50 pairs of people who are trying it out together and using the social integration part of it. So it's really a tight group for the beta test. But we see our way to 10,000 in the first quarter of 2014. I was intrigued by the Pinterest potential connectivity here. I'm not the demographic, so I haven't spent any time on Pinterest. But I'm wondering whether you've looked at the ways that you can systematically connect the images on Pinterest to your images or vice versa and somehow get some really good connectivity there. And just to add, I was actually talking to a client this morning who's also looking at Pinterest, the explosion there is an opportunity. And there's a guy, Chris Risley, who used to live in Portland. He works for Bessemer Venture Partners, the Bessemer Series A investor in Pinterest. So at the right time, I think I can make a connection there to help get you to the right people. That would be a huge time. So the question that you were asking about the interconnectivity, there's a place on Pinterest right now where people are working, they're trying to work around the Pinterest interface to do vision boarding. And it's not working, it's clunky. So I think Pinterest might at some point have clunkiness and want to make connections. Yeah. Lee. If we find a good beta testing, we'll be happy to send him along. But I think temporarily we ought to send him to Secretary Sebelius, who needs is a little more acute than yours. Exactly. How much of what you've put together here is the idea of how much is it the technology platform? You didn't talk too much about the technology platform. Is there a somewhat robust technology platform where he's still developing it? Let's talk about that. So we've taken a page out of what we learned from Top Gun Prep and all of it is iterative. So we've been designing a little bit, testing it, letting people see it, put a little bit more on it, keep testing it. So I have a co-founder, Rich Nagel, who is a software engineer. We're full partners and he is highly skilled at both bootstrapping and considering how we would scale. So he's been building this little by little and always considering the scalability. Yeah. The technology, it's his. But you actually did, you are in the process of building that platform. We have a working platform right now. If they go on lifekite.com, or how does it... You build your vision board on lifekite? Right now you would snap a picture with your iPhone and load it up like that. And you could certainly sign up and then when the time comes we'd invite you in. So in terms of the people that are watching the show out there who are interested in learning more about it or trying to maybe perhaps even volunteer during the beta phase. Yes. What would you suggest to them? I would suggest going to www.lifekite.com and signing up at that splash page and then letting us know who they are. Okay. Yeah, yeah. Excellent, excellent. Alicia. And are you looking for nationwide demographics or are you looking for starting local and what's your demographics in terms of the region? It's a great question. I think actually it would be sound to start regionally because I think when we get that 10,000 user threshold we're going to be more appealing to a smaller local advertiser but in the long-term national. Yeah. Dawn. My daughter spent a semester at the Cropallo Institute in western Massachusetts. They do lots of seminars. You'd be a great person to go do a seminar because it is smack dab in the middle of your demographic. It sure is. So if you need connections there, let me know. That's great, thank you. What is the institute? So Cropallo, I call it yoga university. So they're the number one trainer of people to teach yoga. Okay. And then they also have these facilities where it's your demographic that women maybe skewing a little bit older go for a lot of spiritual and physical renewal kind of seminars. Okay. Other comments, questions? Mr. Bailey? Jason, you should talk with Mr. Nagel and explain that true partnerships like some marriages get in a lockup sometimes. And you could avoid that if you each gave me a couple of shares so I could be the swing vote. Thanks for the offer, sir. Well, we have a few minutes left on the show and one of the things that I'd like to have entrepreneurs walk away from the show with is all right, what are the next steps? Is there anybody here on the panel that might be able to offer some help, some direction, a service? You clearly aren't looking for money at this stage. Is that correct? That's right, that's right. But you're looking for customers, you're looking for beta test customers. Yes, I think any expertise about public relations, how to do that in the new environment of public relations and also marketing, I think that would be very helpful. And all of you have mentioned things that I think would be useful, yeah. So in terms of PR, you're looking to promote the product on radio show, TV, newspaper, or using social media as a way to market it. Can you be a little more specific about that? I think it would be really great to have a thought partner in how do you get in front of the current Pinterest user and the low-hoss segment. What are they looking at? What are they reading? Where are they? And then starting to craft a message that will hit them where they naturally look. And Jayza, that demographic is what now? I'm not a Pinterest user. So Pinterest is mid-20s through mid-40s college-educated women is their primary set. They're some smaller subsets. And then low-hoss, lifestyles of health and sustainability really runs the gamut in terms of age and gender, but they're very green-oriented. They're like the Whole Foods Shopper, the Kripalu, yeah. One of the obvious questions I have with any kind of entrepreneur that pitches on the show is, is there somebody out there that likes the idea, there are probably several hundred or several thousand watching, or will watch with YouTube uploads and whatnot? I like that idea. I'll go out and do it myself. What kind of barriers do you have now that would make it difficult for somebody to come into this space? Yes. Are there any patents or any kind of intellectual property issues that you might want to think about? Yes, it's a great question. And right away, the Maine Technology Institute was pushing us in that direction. So Verildana has established trademark for us. And we're looking... Greg Fryer is your... Greg Fryer, Greg Fryer, generous fellow. And we've been looking at tagline trademark. And then also, there's something really sticky about the kite concept. We've put that in front of a survey and interview folks, and the kite concept really does resonate with this crew. So, yeah. Is that something that you've created, that concept, the kite? Yes, yeah. Mr. Bailey and the... I thought to stick with Greg Fryer, he is one very smart lawyer. And a nice guy. But when you're a little further down the road, between Rob and I, I'm confident we could get you on the Ken and Mike show, which has a fairly wide audience. Mike will never understand what you're talking about. Ken, Mike. We'd give you some exposure. That's great. Thank you. Yes. Alicia. And as a marketing consultant, my forte is natural, organic, and lifestyle marketing. So I can help connect you with the right avenues to go down that path. That's great. It'd be great if you could connect with Alicia. Super, thank you. That's great. Now I really want a piece of that company. Now Mr. Bailey. And then on the digital marketing side, there are a couple great companies in Maine. One of my clients, Shannon Kinney at Dream Local, that is her business. She's a digital marketing agency. And then also Rich Brooks here in Portland. Either of them I think could be really helpful in crafting the digital marketing side of that piece. We've got a couple of minutes left, so take your time. Sandy. I'm on the capital side. Sandy is involved, has been involved with Venture Capital. We've worked with Bill Bain for years and ran Hinkley Yacht Services. So I don't know if you, doesn't sound like you need capital now, but if you do, please feel free to reach out. And be certainly happy to talk about it. That's great. Tell me a little bit about the investor, Saren Dip? Yeah, tell us about that. Yeah, Saren Dip is out of Philadelphia and they're incubator size. So it's a very modest amount, but it's enough to really do a lot if you're careful, if you're a Yankee. Are you doing this full time? No. What is your, what else do you do? I'm a grant writer. I work for myself as a grant writer. Yeah, yeah. So I'm a fundraiser for nonprofit organizations. Chiefly, my clients are in Manhattan, but some here in Maine as well. Excellent, excellent. One other local outlet, Anthony Kozner, who's a user experience consultant. He's also a Forbes.com blogger and talks about Silicon Valley stuff all the time. So as you're developing your UX, you ought to bring him in and get some feedback. Oh, perfect. It seems like you need to be at the cutting edge of image on the phone. Yes. Which, you know, it'd be important to know who the platforms are out there that can help you be at that leading edge. Yes, yes. Don, this is really a lot of your, you know, your space and your expertise. I mean, do you think this has legs or do you think this has... I think it has great potential. But as Jason knows, you know, you have to go in there and actually see how the customers react and iterate your way to finding the thing that really starts to capture people's minds. But I think it has tremendous potential and I applaud you for all the great progress you've made. Thank you. Thank you. Thank you. Well, we only have a minute left. I do want to thank you unless there's a parting comment that you'd like to make, but you did a terrific job. Clearly there's interest from everybody on the panel to work with you. You should feel free to work directly in panel. Feel free to directly contact Jason and our audience, those of you who are watching the show, if this is something that you like, you're interested in, please feel free to connect with Jason. And we also helpful to know down the road if you can give us some feedback in terms of where you're at. So again, thank you folks for watching and we appreciate it. Thank you very much. Thank you. Alright. Panel, thank you. It was a good show.