Joanne Lang has star power. It wouldn't be surprising if the founder and CEO of AboutOne left a trail of glitter dust in her wake. In the past several months, the Malvern based startup has received a huge amount of attention and money, including nearly $2 million in funding from Ben Franklin Technology Partners of Southeastern PA, which pledged $100,000 in May, and a $1.6 million Series A round led by Golden Seeds, a majority women owned national investment network. Lang's company also just announced
partnerships with Microsoft and Suze Orman's IDSafe.
AboutOne addresses the needs of an increasingly powerful online contingent: moms. While dads can also use AboutOne's family management tools, Lang's idea was borne of her own pain point as a parent. Lacking proper medical information in an emergency involving one of her four children, Lang realized that data stored in the cloud could literally be a lifesaver.
She left her job at SAP to start AboutOne, which aims to organize all household management tasks. In addition to medical data, subscribers can store images and videos, keep track of bills and receipts, maintain contacts and calendars with important family dates and deadlines, and even automatically send out cards. "I have Facebook for friends and LinkedIn for business, but nothing in the middle for the people I love the most: my family and children," says Lang. "There was nothing to manage my home life more smoothly."
The service has been in beta since April, and in January launches the full gamified version, using feedback from beta tester moms. Several key improvements include automation of information gathering via social media sites and points for using AboutOne that translate to gift cards and credits.
Lang is featured in the soon to be released documentary about entrepreneurs called Control+Alt+Compete
, produced by Microsoft. "There were 63 companies presenting, and they picked three to follow," says Lang, whose gentle charm and enthusiasm outshines the other two companies profiled.
AboutOne is on a mission to give back, with a lifestyle blog
, special help for military families, a Comeback Mom program for women re-entering the workforce, and promotions designed to give back to the community. The company, which was founded with five employees, has just doubled staff and is continuing to hire.
Lang will also be featured in an upcoming series The Alchemist Entrepreneur. "It's how about when you want something mentally, the forces come together and help you achieve that goal. Really weird things happen to me all the time. I feel like I have a business angel. When we got our office space, we couldn't afford to buy furniture. Twenty minutes later, someone's mom called asking if anyone wanted office cubicles. She dropped off top of the range furniture."
Look for the full scale release of AboutOne in mid-January. Those who sign up friends will be entered into a contest to win an Amazon Kindle.
: Joanne Lang, AboutOne
: Sue Spolan