Maya Lotan from UrbanSeeder - Interview

UrbanSeeder lets users connect with people they meet in public spaces and invite them to a private space for two where they can communicate privately and anonymously. These spaces, named Seeds, are a platform for exchange of expressive content across channels (offline and online). Users can upload, create or syndicate personal content, buy gifts for each other, schedule to go to a concert, or call each other. UrbanSeeder was one of the Startups that participated in TWS2007.

Q: Hi Maya, Can you tell me how UrbanSeeder began?

I studied Interaction Design (designing experiences using technology) in a unique school in Italy (Interaction Design Institute Ivrea). In my thesis I explored technology mediated flirting. I started with the general idea for UrbanSeeder and explored around it all year. I spent the time partly in research: reading, watching lots of really bad girl movies and making conversations in bars, and mostly doing design iterations, considering different technologies with physical and virtual interactions.

Q: How did it become a real world project?

I got good feedback on my thesis project , and making UrbanSeeder real, seemed like the most exciting option (as well as a good excuse to go back to Israel, and not look for a job). It took me some months to get settled back, and luckily I landed in the middle of the Israeli geek scene, a perfect environment to grow a startup. I worked on refining the concept (making it less naïve), and looking for the right people to work with.

Q: What were you looking for?
Basically someone who is able and wants to write code. It was very hard to find. With some of my own money, I hired designers and a programmer, Gil Rimon, playing a major roll as my partner. His agility (he is a very fast developer) gave us real leverage and enthusiasm. We involved about a dozen freelance professionals, friends and advisors in the process.

Q: What is your situation regarding funding?
We built out closed beta on a pre-seed investment from a private investor and now seek funding for the next sage. We are concentrating on improving the stickiness of our product (making improvements until we find just the right formula and open up the beta), then we'll concentrate on marketing.

Q: What can you tell us about your closed Beta?
Well, we have a nice number of registered beta users from all over the world. A curious user concentration from a college community in the US, as well as extreme users in China, planting Seeds like there is no tomorrow (more than 30 Seeds!).

Q: Who is your target audience and what's your unique value?
We are targeting ages 15- 25, people who hang out in the web, in social networks such as MySpace or Flickr. We give them a tool to take someone they meet there, away from a noisy public environment, to a place for private communication. Once users get the hang there in the web, they can also get out and use it in the real world. Rather than giving someone a phone number that can be passed around and can't be blocked, they can give a Seed, a disposable link that can be deleted at anytime by any of the sides.

Q: How do you plan to create the community?
By partnering with existing communities such as women magazines, event organizers, maybe some of the Online dating sites, as well as providing our users with viral tools (such as a 'Seed me' widget for their blog).

Q: What are the revenue sources?
We'll affiliate with communication and commerce service providers. Down the road, we are considering charging micro payments per Seeds.

Q: What would be a success for you?
I really love to take an idea from concept to reality, so I enjoy what we do. I'm also excited having a few talented people working on this project. I really believe UrbanSeeder can help and touch people lives. If people would use and enjoy it- it's our success.

Q: Can you give some tips to entrepreneurs who want to start a startup?

• Find a good partner
• Start!
• Always try to have more than one option.
• Startup may become a spiritual experience, things sometimes go wrong, so you have to find faith.
• Release!
• And- always be optimistic!

Thanks Maya and good luck!