Tourism : Innovation + Job News

With six world premieres and two U.S. premieres set for the Philadelphia Live Arts Festival, which announced the lineup for its 16th annual edition on Monday, there will be plenty of cutting-edge dance, theater, music, visual and interdisciplinary works by renowned contemporary artists. It will also feature the largest work in Live Arts Festival history with Sylvain Emard Danse's Le Grand Continental, which will feature 200-plus dancers on the Benjamin Franklin Parkway and go down as the largest presentation of its kind in the world.

The Parkway will also host interactive public art from Montreal-based new media artist Rafael Lozano-Hemmer. Montreal will also be represented by urban circus 7 Fingers. Philadelphia's leading contemporary art-makers are in the mix as well, including Pig Iron Theatre Company, Headlong Dance Theater, Brian Sanders' JUNK and Lucidity Suitacase Intercontinental.

"Our mission to present artistic voices from around the world alongside Philadelphia's best and brightest talent continues with our 2012 programming," says producing director Nick Stuccio in a news release.

Other noteworthy performances include the only American presentation of Australia-based Back to Back Theatre's FOOD COURT, a centerpiece production that confronts bullying and body image, and New York's Elevator Repair Service and Young Jean Lee Theater Company.

The Festival runs Sept. 7-22. Tickets go on sale in mid-June and are priced between $10-$30. Discounts available to those age 25 and under and for Festival Members. A full schedule with Festival events, and performance dates, times and locations will be released shortly. PNC Arts Alive is the presenting sponsor for the 2012 edition.

Source: Carolyn Huckabay, Canary Promotions
Writer: Joe Petrucci

"Philadelphia is an extremely film friendly town," says Joe Zolfo, co-executive producer of Dead Man Down, which began filming in Philadelphia last week. "The on-set crew will be 100 people, and the off set crew will be 50 to 75 people. Add actors, and there will be 200-250 people employed on the production."

The film, which is using various locations in Philadelphia over the course of the next few months, stars Colin Farrell and Terrence Howard, and is directed by Niels Arden Oplev, who previously directed the Scandinavian version of The Girl With the Dragon Tattoo.

Zolfo says the film will be here for a total of 35 shooting days. On opening day, Zolfo, Sharon Pinkenson of the Greater Philadelphia Film Office, and Mayor Michael Nutter gathered near the SS United States. The massive ocean liner, which is docked by Pier 82 on Columbus Boulevard across from Ikea in South Philadelphia, is getting a much needed publicity boost. Dead Man Down shot only one day on board the SS United States. "This is a location that's never been filmed before," says Zolfo.

Also on hand was Susan Gibbs, Executive Director of the SS United States. The long term hope is that the ship itself will generate hundreds of jobs and tax revenues during a redevelopment. A request for qualifications was opened on April 13 to repurpose the largest passenger vessel ever constructed. According to the RFQ, the ship comprises more than 650,000 square feet of enclosed space which could be used for a "hotel, restaurants, event space, retail, and educational facilities.  Plans also include a museum and the restoration of the ship’s most iconic historic features."

There is no word on whether Philadelphia will become the permanent home for the vessel, built in 1903 and still the holder of the fastest transatlantic crossing by ocean liner. New York and Miami are possible destinations.

Source: Joe Zolfo, Dead Man Down
Writer: Sue Spolan

Returning to the University of the Arts, site of the first Philly Startup Weekend, PHLSW 3.0 was the most impressive yet, yielding a creative crop of disruptive tech startups. Winner Yagglo, from Shawn Hickman, Michael Kolb and Harland Pond, offers a new web browser for the iPad, a much needed graphic interface that even a toddler could master. Second place went to CreditCardio, led by the charismatic Anittah Patrick, and third place was awarded to SeedInvest, founded by well-connected Wharton MBA candidate Ryan Feit.

Pitching at Philly Startup Weekend offers its own thrill. While over 50 lined up from the diverse pool of 132 attendees which included three teens, plenty of women, and a wide range of ages and ethnicities, only 18 made it past the initial round on Friday night.

Several teams concentrating on finance stood out early on. CreditCardio's pithy mission to promote fiscal fitness made it a sure contender. "Fear is the main reason people are afraid of the word finance," says Patrick, who's an educator with years of work experience in the credit card industry. "CreditCardio offers fun graphics, accessible language, a quick quiz and tutorials."

SeedInvest, which rides the wave of the recent JOBS Act signed into law by President Obama on April 5, takes equity startup investing into crowdfunding territory following changes in 80 year old securities laws. Feit, who left his job on Wall Street to attend Wharton, says, "Nine months ago, I caught wind of this movement. I've been working with Sherwood Neiss, who achieved bipartisan support in Congress for the JOBS Act."

Perhaps the most thrilling new business to come out of the weekend was StagFund, a bachelor party funding and planning site. Making it rain, the hopeful startup included PHLSW organizer Brad Oyler and repeat participant Ted Mann of SnipSnap, whose Eff the PPA won PHLSW 2.0. The team is looking for $100,000 in funding, preferably in singles.

Ted Miller's Zazzberry, a startup that proposes a permanent version of the Startup Weekend ethos, had the most polished look and feel of all the teams. Transportation and travel inspired many: Truxi, Special Places, Art Avenue, Carcierge, Offtrack Online, Family Time (created by the father-son team of Michael Raber and his offspring) and Itinerate all cater to a world on the go.

On a related note, AppRenaissance announced today that it has acquired Michael Raber's UXFLIP, The Fall 2011 DreamIt grad will join Bob Moul's company, merging his product with AppRen's Unifeed.

Chris Barrett's Tubelr, a social video viewing site, was a crowd pleaser with great original video in the final presentation. QRag and Roshamgo gave the weekend game. One2Many proposed goods in trade for volunteer services. Do a good deed and receive an iPod for your efforts.

PHLSW 3.0 judges were VCs Gil Beyda and Austin Neudecker from Genacast Ventures, First Round Capital's Chris Fralic, Wayne Kimmel of Artists and Instigators, and Deputy Mayor Alan Greenberger.

Startup Weekend mentors were legion, with a total of 38 sponsors and coaches including Stephen Gill of Leadnomics, who was on the winning LaunchRock team of PHLSW 1.0; CloudMine's Marc Weil, Brendan McCorkle and Derek Mansen kept a constant presence. Rumor has it that the recent DreamIt grads are set to announce an oversubscribed seed round. Lokalty's Balu Chandrasekaran and Philip Tribe provided meals and advice. Attorneys Lenny Kravetz and Geoffrey Weber circulated. Chuck Sacco, president of Mobile Monday Mid-Atlantic, stopped by. Elmer Thomas of SendGrid came from San Francisco to sponsor and provide funding for the afterparty at Fado.

Bob Moul, PSL leader and AppRenaissance president, was on hand all weekend. Chris DiFonzo of OpenDesks, Yasmine Mustafa of NetLine, serial entrepreneur Bob Solomon, Kevin Jackson of Dell Boomi, Elliot Menschik of VentureF0rth, and SeedPhilly's Brad Denenberg and Yuriy Porytko (who also helped organize the event) were all circulating throughout the 54 hour marathon. Tom Nagle, Alli Blum, Melissa Morris Ivone and Chris Baglieri rounded out the management team.

But don't get too comfortable, Philly entrepreneurs. Startup Weekend Health is just around the corner, literally, at VentureF0rth June 1-3.

Source: Ryan Feit, Annita Patrick, Brad Oyler, Philly Startup Weekend
Writer: Sue Spolan

"You have to look at his lines," said Janet Echelman of the collection of rare Van Gogh paintings on display at the Philadelphia Museum of Art, the venue for the Knight Arts Challenge Awards ceremony on Monday night. "Look at his drawing skill." Echelman, an internationally known sculptor known for her public art, was on hand to share in the honor of a $400,000 grant to the Center City District to transform the Dilworth Plaza, and be completed in March 2014, according to Paul Levy, who accepted the Knight Award on behalf of the CCD.

Winners and ceremony attendees were treated to a private viewing of the blockbuster exhibit of impressionist paintings, and Lorene Cary, who received a $100,000 award for her Hip H'Opera project, toured the exhibit with Jeri Lynne Johnson, winner of $50,000 for the Black Pearl Chamber Orchestra.

The 35 winners, who have known for a month but were sworn to secrecy, uniformly reported great surprise upon receiving the news, hauling in a combined $2.76 million. "They don't just call you. They say, 'We want you to come into the office,'" said Lori Dillard Rech, who accepted $25,000 on behalf of the Center for Emerging Visual Artists' Made in Philly project. "You think you have to defend yourself, not knowing that you've already gotten the award."

Erica Hawthorne, who applied as an individual on behalf of other individuals, could not believe she was granted $60,000 for her Small-but-Mighty Arts Grant, which will award local artists anywhere from $50 to $1,000 each.

Speakers at the event included Office of Arts, Culture and the Creative Economy's Gary Steuer, who said that the Knight Arts Challenge, now in its second of three years, is making its imprimatur on the city. Mayor Nutter remarked upon the larger effect of $9 million in Knight grants, which translates to $18 million, since each grantee must come up with matching funds, touching the lives of all Philadelphians and bringing in tourism dollars.

On a related note, the Greater Philadelphia Tourism and Marketing Corporation received $350,000 for Midnight Madness, an effort to engage younger audiences with a series of late night summer happenings to include music, food and rare midnight tours of the Philadelphia Museum of Art, the Barnes Foundation and the Pennsylvania Academy of Fine Arts. Campus Philly, helmed by Deborah Diamond, received $100,000 to offer free or discounted admission to college students visiting the city's cultural venues.

It's not all about Center City. Neighborhoods likw Nicetown-Tioga, West Philadelphia, and East Kensington will also be getting a little Knight magic. You can see the full list of winners below, and a video here.

Performing Arts Will Diversify Old City's First Fridays
Project: Arden Festival Fridays
Recipient: Arden Theatre Company
Award: $50,000
To diversify artistic offerings by presenting multidisciplinary performances alongside gallery events during Old City's monthly First Fridays

"Pop-Up" Performances Bring Latin Jazz to Philly Neighborhoods
Project: AMLA Flash Jazz Mobile
Recipient: Artists and Musicians of Latin America
Award: $35,000
To cultivate new audiences for Latin jazz by presenting "pop-up" performances by local artists using a portable stage

Stories of Urban Youth Come to Life in "Hip H'Opera"
Project: Hip H'Opera
Recipient: Art Sanctuary
Award: $100,000
To celebrate two art forms that use the human voice to tell profound stories by creating a "Hip H'Opera" using the stories of urban life

Communities Experience Art in Unexpected Places
Project: Neighborhood Spotlight Series 
Recipient: Asian Arts Initiative
Award: $45,000
To provide everyday artistic experiences by creating site-specific works for nontraditional places like restaurants, storefronts and public plazas

Late-Night Cabarets Explore Social Issues with Sparkle on the Avenue of the Arts
Project: Bearded Ladies Cabaret Revolution
Recipient: Bearded Ladies Cabaret
Award: $30,000
To attract new audiences to theater – using the medium to explore social issues with sparkle – through a series of original, late-night cabarets

New Form of Symphonic Pops Concert Celebrates World Music
Project: Black Pearl Pops!
Recipient: Black Pearl Chamber Orchestra
Award: $50,000
To showcase diverse cultures by transforming a symphonic "pops" concert into a celebration of world music

College Students Gain New Access to the City's Arts Scene
Project: Campus Philly's Passport to the Arts
Recipient: Campus Philly
Award: $100,000
To foster a lifelong appreciation of the arts by offering free or discounted admission to venues and performances for college students

Workshop Gives Voice to Unheard Stories of the Lao-American Community
Project: Laos in the House: Voices from Four Decades of the Lao Diaspora
Recipient: Catzie Vilayphonh
Award: $25,000
To promote storytelling within the Lao-American community through a writing, performance and filmmaking workshop

Public Art Transforms Dilworth Plaza and Thriving Center City
Project: New Public Art at Dilworth Plaza
Recipient: Center City District
Award: $400,000
To help transform historic Dilworth Plaza by commissioning internationally recognized sculptor Janet Echelman to create an artwork inspired by the site's historic association with water and steam

Art Installation Open to All Inspires Dialogue on Art and Spirituality
Project: In the Light: A Skyspace by James Turrell
Recipient: Chestnut Hill Friends Meetinghouse Project
Award: $80,000
To offer visitors a contemplative art space by incorporating the work of internationally acclaimed light artist James Turrell into a new facility


Residents Transform Vacant Lots Into Visual and Sound Gardens
Project: Site and Sound Gardens
Recipient: COSACOSA art at large
Award: $75,000
To transform abandoned spaces into "sacred" art parks for the community by engaging residents to create visual and sound gardens in the Nicetown-Tioga neighborhood

Local Artists Get Support From Mini Grant Program
Project: Small-But-Mighty Arts Grant
Recipient: Erica Hawthorne
Award: $60,000
To give a boost to local artists by creating a mini grant program to help finance their art making with awards ranging from $50 to $1,000

Mobile Studio Brings Community Art to New Neighborhoods
Project: ColorWheels: Delivering Creativity to Your Community
Recipient: Fleisher Art Memorial
Award: $50,000
To engage the community in hands-on art making by expanding the reach of a mobile studio where participants create projects inspired by their neighborhoods

West Philadelphia Lots Become Artistic Skate Parks
Project: Skateable City
Recipient: Franklin's Paine Skatepark Fund
Award: $100,000
To help transform West Philadelphia neighborhoods by turning blacktop lots into art-laden skate parks

Free Theater Festival Showcases Diversity On Stage
Project: Philly Urban Theatre Festival
Recipient: GoKash Productions
Award: $20,000
To promote original plays through a free theater festival dedicated to multicultural themes 

Late-Night Museum Happenings Encourage New Audiences
Project: Midnight Madness 
Recipient: Greater Philadelphia Tourism Marketing Corporation
Award: $350,000
To engage younger audiences in the visual arts through a series of simultaneous late-night happenings at three of Philadelphia's premier  art museums

Cutting-Edge Performing Arts Gain New Visibility Through Residency Program
Project: Underground Residencies at the Kimmel Center for the Performing Arts
Recipient: Kimmel Center for the Performing Arts
Award: $150,000
To engage new audiences in the performing arts by creating a residency program in the Kimmel Center's black-box theater for innovative and emerging art groups

Visual and Performing Arts Fill an East Kensington Lot
Project: Little Berlin Fairgrounds
Recipient: Little Berlin
Award: $10,000
To help transform the East Kensington neighborhood by turning an empty lot into an event space for musicians, art fairs and children's workshops

Outdoor Summer Film Series Showcases Local Artists and Filmmakers
Project: Urban Drive-In with DIY Food Culture
Recipient: The Galleries at Moore College of Art & Design
Award: $20,000
To introduce the work of local visual artists and filmmakers to a wider audience by establishing an outdoor independent film series on the Parkway

Weekly Drumming Lessons Inspire Local Youth
Project: Drum Line 
Recipient: Musicopia
Award: $90,000
To empower and inspire Philadelphia's youth through their participation in an indoor percussion ensemble by providing weekly drumming lessons and performing opportunities

Gospel Choirs, Composers and Jazz Ensembles Celebrate Dr. King
Project: New Music Celebrations of the Life of Dr. Martin Luther King Jr. 
Recipient: Orchestra 2001
Award: $40,000
To celebrate Dr. Martin Luther King Jr., Orchestra 2001 will present a concert featuring a new concerto based on the civil rights leader's life

Design Center Provides New Resources to Theater and Visual Artists
Project: Philadelphia Theatrical Design Center
Recipient: Partners for Sacred Places
Award: $180,000
To expand the capacity of the city's theater community by providing a new space for theater designers and visual artists at a repurposed local church

Free Digital Cameras Give Access to Communities for Photography Exhibition
Project: Bring to Light: Philadelphia
Recipient: Philadelphia Photo Arts Center
Award: $35,000
To encourage broader audience participation in the city's visual arts by expanding Philly Photo Day, where everyone is invited to take a picture on the same day for an exhibition

Architecture Seen in a New Light with 3D Video Art Events
Project: Animated Architecture: 3D Video Mapping Projections on Historic Sites
Recipient: Sean Stoops
Award: $20,000
To support an innovative form of 3D digital animation by creating site-specific video art events screened on local buildings

Plays in Nontraditional Spaces Bring Adventure to Audiences
Project: Outside The (Black) Box
Recipient: Swim Pony Performing Arts
Award: $50,000
To weave the arts into the community by presenting original, contemporary plays in nontraditional spaces, including Eastern State Penitentiary and the Academy of Natural Sciences

Multidisciplinary Festival Features Black Male Artists
Project: Henry "Box" Brown - The Escape Artist 
Recipient: The Brothers Network
Award: $25,000
To introduce diverse audiences to the performing arts by creating a multidisciplinary festival that features black men as thinkers, artists, choreographers, dancers, composers and more

Locally Produced Art Populates Neighborhood Public Spaces
Project: Made in Philly
Recipient: The Center for Emerging Visual Artists
Award: $25,000
To bring visual art to a wider audience by placing locally produced art in public advertising spaces in the same neighborhood where the piece was produced

Ceramic Mug "Assault" Explores Relevance of Handmade Things
Project: Guerilla Mug Assault
Recipient: The Clay Studio
Award: $15,000
To explore the relevance of handmade ceramic objects in the 21st century by providing a handmade mug to people leaving coffee shops and encouraging them to post about their experiences on the Web

Choral Works for Nontraditional Spaces to Be Commissioned
Project: Performances at the Icebox
Recipient: The Crossing
Award: $50,000
To introduce a wider audience to contemporary choral music by establishing a series of new works designed specifically for a nontraditional venue – the recently restored Crane Arts' Icebox

Sculptural Installation Explores Visual Art and Theater
Project: Daniel Arsham: Performative Architecture
Recipient: The Fabric Workshop and Museum
Award: $80,000
To create a sculptural intervention by artist Daniel Arsham within The Fabric Workshop and Museum that will include a live performance to explore the boundaries between museum and theatrical spaces

Teaching Program Fosters New Knowledge for Use of Technology in the Arts
Project: Corps of Interactive Artist Teachers
Recipient: The Hacktory
Award: $40,000
To promote the use of technology in the arts by developing an intensive tech/art curriculum for local artists who will share their knowledge with Philadelphia students

Creative Incubator Supports Emerging Creative Businesses
Project: Creative Incubator
Recipient: The University of the Arts
Award: $120,000
To promote economic stability for the city's cultural community by offering support to emerging creative businesses with pre-seed funding, mentorship programs and workshops

Citywide Scavenger Hunts Introduce Teens to Art and Adventure
Project: ARTward Bound: a creative orienteering adventure
Recipient: The Village of Arts and Humanities
Award: $60,000
To develop young people's awareness of the city's vibrant cultural scene through interactive scavenger hunts led by local artists

Master Class Series Provides Advanced Training for Local Actors
Project: Creating a Common Artistic Voice
Recipient: The Wilma Theater
Award: $60,000
To enhance training for local actors by creating a series of master classes

Public Art Enlivens The Porch at 30th Street Station
Project: A Permanent Place for Temporary Art in University City
Recipient: University City District
Award: $120,000
To establish a new outlet for public art that showcases temporary installations at The Porch at 30th Street Station

Source: Mayor Michael Nutter, Gary Steuer, Lori Dillard Rech, Erica Hawthorne, Lorene Cary, Janet Echelman, Paul Levy
Writer: Sue Spolan

Coming soon: a mad dash. The Weekend Treasure does discounters like Groupon and Amazon Local one better. Each week, subscribers will receive an email with two clues as to where a giveaway will take place over the weekend.

"The email features a local product from a local merchant that's 100 dollars or less in value," says founder Dave Clarke, who has his sights set on the demographic of 22 to 40 year old urban professionals. "The idea is if you want it and love it, and you can figure out the clues and find it, it's yours." It will be Clarke himself standing at the destination with product in hand.

Riffing off the very popular phenomenon of City Chase and other urban scavenger hunts, Clarke says The Weekend Treasure was one of those two in the morning jump out of bed ideas (and seriously, has nothing to do with the fact that Clarke in getting married in a month). "No one is doing this type of thing. By no means do I think I am going to conquer Groupon or Living Social. I am interested in the idea of creating instant delight," says Clarke, who cites recent work with a behavioral psychologist as inspiration for The Weekend Treasure.

Now in pre-launch, with a goal to roll out this spring, The Weekend Treasure will also reward runners up with a discount at the featured merchant. "We'd like to prove it will actually drive traffic," says Clarke. "If a merchant is giving away a hundred dollar product and we drive 2 customers, that's a win. A small win, but better than ecommerce." There is an exhaustion in the marketplace due to the proliferation of email coupon businesses that have jumped on the Groupon train.

Clarke also runs AuthenticMatters, a digital communications consultancy, but says The Weekend Treasure has been gaining mindshare over the past three or four months. Urban adventurers can sign up via The Weekend Treasure's Launchrock powered home page. And Clarke promises he will keep the contest clean. "It's not going to be weird where you have to crawl in a sewer."

Source: Dave Clarke, The Weekend Treasure
Writer: Sue Spolan

Ajungo, launched in Philadelphia last fall, has just implemented a complete revamp of its website. The idea behind Ajungo is to go one better than sites like TripAdvisor and Yelp, offering travel tips and information from people to whom you are already connected on social media networks.

Steve Shea, co-founder of Ajungo along with Mike Wham (yes, it is his real name), says the redesign cuts down on home page copy and gives users a faster track to what they need. Behind the scenes, says Shea, is a sophisticated aggregation and data mining process that figures out from where users have been and are going from Facebook posts and Foursquare check-ins, to name a few. "We were trying to solve the user experience so that the traveler could come to one centralized place and plan out a trip from a social perspective."

On the new version, users can sort based on friends' checkins, and search for specifics like which hotel was favored by LinkedIn colleagues. "My mom is not going to stay in a scary hotel," says Shea. "If she likes it, I'll like it."

Ajungo now has seven full time employees, up from two in October, but is not yet in a brick and mortar location. Shea and Wham raised an initial seed round from family and friends, and are now in the midst of raising $1.5 million series A funding.

"Our current budget is tapped," says Shea. Until more money comes in, he is making a deal with new employees. "We've worked out contracts where they'll come on now, and we pay them small monthly retainers. Once we raise funding, they will get paid first."

Shea and Wham just brought on board a former executive from British Airways Worldwide who is helping open a lot of travel doors. "The way we see Ajungo in its ultimate iteration," says Wham, "is as a place to research and book everything you need for your trip."

Source: Steve Shea, Ajungo
Writer: Sue Spolan

Sure Old City is ground zero for the Philly tech scene, but Philly Tech Week 2012 organizer Christopher Wink has his eye on advancing technology citywide. Kicking off April 20 with Philly Startup Weekend, PTW 2012 is designed to reach a bigger audience with curated events organized by track. With over 60 items now on the calendar, and more to come, Wink says he wants PTW to reflect a broad, inclusive and impactful tech community.

"I have always been interested in digital access issues," says Wink, who is working with State Representative Rosita Youngblood on an event aimed at increasing computer literacy for seniors, as well as widening the circle to include neighborhood groups outside the city ring. Wink, who is also the co-founder of Technically Philly, is looking forward to the robotics expo, which aims to show middle and high school kids that technology can be both cool and practical.

The avalanche of events of last year's inaugural PTW, says Wink, was meant to rapidly raise awareness of the tech community. Feedback from 2011 led to curation of 2012 participants and creation of tracks for Entrepreneurship/Investment, Media/Transparency, Arts/Creative, Access/Policy and Design/Development. "Sixty to 70 events are too much to comprehend," says Wink. "The grouping of events makes it easier for Joe Entrepreneur." A close relative, by the way, to Joe Sixpack, organizer of Philly Beer Week and the inspiration for PTW.

That first weekend, beginning April 20, already packs a punch. In addition to Startup Weekend, which will take place at University of the Arts, the Women in Tech Summit meets all day Saturday, April 21, and on Sunday, April 22, Indy Hall sponsors a block party on North 3rd Street from 1 to 8 pm. You can also get a peek into how the Philadelphia Eagles choose draft picks, find out if your IP is leaking, and mingle with Switch Philly judges Josh Kopelman, Ellen Weber and Mayor Michael Nutter, who will choose one entrepreneur in the competition for a major prize package. The complete schedule can be found here.

Source: Christopher Wink, Philly Tech Week
Writer: Sue Spolan

You are in a foreign country. You don't speak the language. Something awful happens. "I was in China," says Ryan Frankel, co-founder of PalmLing, a startup out of University City aimed at providing real time concierge level translation assistance to travelers at a modest daily cost. "I thought I could eat anything on the menu, but the next morning I was in a world of pain. It was a serious situation. I don't speak Mandarin. I staggered to the pharmacy. At that point, I would have given anything to have someone there capable of communicating on my behalf."

That was the lightbulb moment for Frankel, who connected with business partner Kunal Sarda back at Wharton, where both were pursuing MBA degrees. "We are helping international travelers navigate the complexities of a language barrier," says Frankel. A PalmLing subscriber calls an access number 24 hours a day and gets connected real time with a live translator who can do the talking on the traveler's behalf to a pharmacist or taxi driver, for example.

PalmLing has just launched a Kickstarter campaign to raise $25,000, which will be used to create a PalmLing mobile app. Right now, all it takes to get connected to a translator is a standard mobile phone and an access code.

The human capital intensive business requires live translators to sign up. Travelers can book PalmLing for periods of 10, 20 or 60 days, at a variable cost of $1.50 to 4.00 per day, depending on the length of the package.

"We went from zero to 1,300 translators in the last month without any advertising," remarks Frankel, who counts stay at home moms, retirees and ex-military among the legion of live assistants who get paid anywhere from $15 to 25 an hour. "We offer PalmLing for Hindi, Mandarin, and all Spanish speaking countries," says Frankel, who estimates coverage of about 200 million trips annually with those three languages alone. Frankel adds that those 1,300 employees were acquired at nearly zero cost.

Frankel and Sarda are also seeking partnerships with businesses to acquire customers in three core stages of travel: before the trip on sites like Orbitz and TripAdvisor, en route at the airport or in the airline magazine, and at the destination, working with hotels, transportation providers and local mobile phone companies.

Source: Ryan Frankel, PalmLing
Writer: Sue Spolan

Who would think that a 33-minute online promotional video could be so effective? Stroll, the sole licensee for consumer sales of the audio language learning Pimsleur Approach and producer of the animated pitch, is growing at a phenomenal clip. "We grow in one month the way most companies grow in a year," says Dan Roitman, founder and CEO of Stroll. "We have over 150 employees and so far this year are hiring four to five a week. It's like mushrooms sprouting everywhere."

Roitman says he started the company while in college at the University of Maryland, going $70,000 in credit card debt. "I discovered the Pimsleur Approach in 2001 and thought it was such a great product, but so undermarketed," says Roitman. "I saw the opportunity with the product line to take it to another level."

Since 2002, Stroll has expanded at a compounded annual growth rate of 73%. Last year alone Stroll grew 135%.
Competing with Rosetta Stone, which holds the number one slot in the language learning vertical with the benefit of an $80 million dollar investment, Roitman saw that the path to success was all in the metrics. "At this point, we represent the majority of sales in the marketplace," says Roitman, whose sophisticated marketing analytics verge on fanatical. "When we spend $5,000 to place an ad, it's critical that we measure the return on every single ad dollar." Now in its 12th year of business, that 33 minute long landing page video is the result of a decade of rigorous testing.

Roitman had to fight for placement of his first online ad, which broke even. He improved and tweaked until one Pimsleur ad resulted in a 1,500% lift in the conversion rate. "We focused on one channel at a time, and then diversified within that channel."

Roitman says the company's marketing efforts have turned language learning into an impulse purchase. Most people who buy the Pimsleur Approach do not have a pressing need to know Spanish or Chinese, but rather have a latent desire to improve themselves, says Roitman. "We help them take steps to achieve a lifelong dream of learning that language. They open themselves up to a whole new world."

Source: Dan Roitman, Stroll
Writer: Sue Spolan