Crains New York - October 22, 2012 - (Page 21)

DIGITAL NEW YORK Marketing the mundane These companies find their business models amid the routines of city life you’ve signed the lease that there’s no grocery store nearby and the nearest subway is 15 minutes away,” she said. J BY MAGGIE OVERFELT ustin Philips,like many small business owners, often finds it tough to come up with the capital to invest in expansion. The owner of Park Slope’s Beer Table had an idea for a way to grow his company—with a custommade bicycle fitted with a draft-beer system that fits inside the freight elevators of midtown office buildings—but the money for the dream vehicle seemed years away. Then, over the summer, he hooked up with Smallknot, a 14employee East Village tech firm trying to make it easier for New Yorkers to invest in their neighborhood businesses. The density of neighborhood life means that there’s actually a business in crowdsourcing mom-and-pop shops and restaurants, since people are often familiar enough with the names to donate. “It’s really easy to move money anywhere across the world, but there is no way for money to move across a neighborhood,” said Jay Lee, a cofounder of Smallknot and a former Wall Street lawyer. The company, which launched in June, has revenue under $500,000. In exchange for the cash given to small businesses, investors receive perks like free products (growlers full of beer) or special treatment, like a guaranteed seat at the bar, even on busy nights. Smallknot is one of a handful of tech startups turning the realities of life in New York City into business opportunities. homemade-craft etailer Etsy.“Allowing these businesses to accept the packages will help them build ties with the community and drive traffic through their doors,” said Mr. Ho, who hopes to generate revenue by charging e-tailers a small fee to ensure their goods arrive on time and intact. Nestio, a recent TechStars accelerator grad with $750,000 in seed funding and five employees, is tackling another problem familiar to many New Yorkers: moving. After switching apartments eight times in the past eight years, Caren Maio, with two co-founders, launched a technology that allows users to store and share their listings and photos in one place on the Internet and their smartphones. Its “What’s Nearby” app swayed apartment hunter Jess Pollack from choosing a place in the Gowanus “gray area” between Carroll Gardens and Third Avenue.“You’re looking at this amazing apartment only to find out after Expansion plans Nestio plans on making money by charging some type of transaction fee for its role in helping to generate leads. “Being in real estate, there really isn’t a better place to start a company,” said Ms. Maio. “New York City is really the center of it all.” Several companies have already started expanding; Nestio’s most basic level of service—the ability to gather and share listings in one place—is available nationwide, and Smallknot is fostering a couple of investor deals in Los Angeles and South Carolina. It’s hard to imagine some of the specific transactions flying elsewhere, though. Where else but in New York would people get the idea of a beer bike? Mr. Philips plans on using his specialized tricycle to increase his brand’s visibility by lugging kegs and catering office parties. His target goal on Smallknot was $6,000; he ended up with more than $8,000 raised in just over a month. “We can roll into any building and throw an awesome party,” he said. Priced out of the Manhattan market for new construction? At Trump Parc Stamford you DON’T have to pay $2,000 per square foot to live in the lap of luxury. We offer Manhattan quality with incomparable amenities and unparalleled white glove service starting at only $400 per square foot. These spacious apartments offer spectacular panoramic views of the New York City skyline and Long Island Sound. Conveniently located in the heart of downtown Stamford, Trump Parc is only 40 minutes to Grand Central Station on Metro North. Experience the best for less at Trump Parc Stamford. 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The startups are finding support within the New York tech ecosystem. MissNev,currently in beta-testing at 25 locations in Queens, took the $6,000 first-place prize at a recent ecommerce hackathon sponsored by Another RICH residential experience. A LEED Qualified Green Building. This advertisement is not an offering. No offering can be made without a Public Offering Statement. The Declarant, 33 Broad Street Associates, LLC will provide a Public Offering Statement prior to any sale or any offering for sale. The Declarant, 33 Broad Street Associates, LLC is registered as a New Home Construction Contractor under Connecticut Registration Number 11411. As to New York Residents, the complete offering terms are in an Offering Plan available from Sponsor; File No. CD10-0047. Any offering, when made is not intended for residents of any other jurisdiction where governmental approval or registration is required. © 2010 Trump Parc is a registered trademark of Donald J. Trump. Trump Parc® Stamford is not owned, developed or sold by Donald J. Trump, The Trump Organization or any of their affiliates. 33 Broad Street Associates II, LLC, the owner and developer of the property, uses the “Trump” name and mark under license from Trump Marks Stamford LLC, which license may be terminated or revoked according to its terms. In addition, the Trump Corporation was retained to manage the operations of Trump Parc® Stamford pursuant to the terms of a management agreement, which agreement may be terminated according to its terms. October 22, 2012 | Crain’s New York Business | 21 http://www.TrumpParcStamford.com http://www.TrumpParcStamford.com

Table of Contents for the Digital Edition of Crains New York - October 22, 2012

Crains New York - October 22, 2012
In the Boroughs
In the Markets
The Insider
Business People
Opinion
Greg David
Report: Real Estate
Real Estate Deals
The List
Digital New York
Classifieds
For the Record
New York, New York
Source Breakfast
Out and About
Snaps

Crains New York - October 22, 2012