In February of 2008, I was out to dinner with an architectural colleague.He’d spotted an attractive woman at a nearby table and scribbled, “want to have dinner? After over two years of brainstorming how to remove the “business” out of the business card, I launched Cheekd– a deck of ice-breaking dating cards with a unique code that lead the recipient to the privacy protected online dating profile of the mysterious stranger who slipped them the card where the two could start communicating online. After walking in circles for an entire year with this glowing light bulb above my head (my idea), I met a couple of startup guys at a Mardi Gras party who also found my idea “genius.” We sat down that following Monday and started building what became Cheekd.Lori has proven herself to be the ultimate risk taker by leaving her secure career in architecture to pursue a passion, ignoring advice from Shark Tank investors, and pulling wildly creative marketing stunts.With the progress she has seen through Cheekd, Lori’s unconventional journey to the top can certainly teach aspiring entrepreneurs a thing or two about startup success!Why would you think that the best way to reach this group is with paper fliers and posters?Because it is, say Balazs Alexa and Jean Meyer, co-founders of Date My School, an online dating site for college students.
Now imagine that product's target audience is students at some of our nation's most elite colleges: Pinterest-and-Instagram-loving, mobile-device-laden, 24-hour wired 20-somethings.Initially, dead-tree-based marketing was a matter of necessity, Alexa explains."We didn't have any money to market it professionally, so we went back to the old school method of putting up posters and fliers." That turned out to be the perfect way to reach an audience inured to online advertising, he says. They don't watch TV, and they can't even see the ads on Facebook.Whether or not they get there, the Date My School founders have picked up some valuable lessons on how to create an effective paper-based promotion for a digital product: This is always important of course, but with no link for prospective customers to click, it's imperative for paper-based marketing.Well, my past relationships motivated me, and so did the future of finding people love and happiness.This is what motivated me the most to start Simplicity3.