My Projects
The Heel Press
The Heel Press is a VC funded international Web 2.0 platform for both creative artists and writers to showcase their work, connect with other like-minded creatives, and learn how to improve their craft. I founded this site my senior year in college with my roommate Jesse Young. I spent the majority of my second semester conceptualizing the site and building it from the ground up. Yes, my grades slipped a bit but, to me, it was worth it. I spent the next 3 years getting an education the real way in the world of new media, "web 2.0", business strategy, advertising, marketing, copy writing, and running a business.
I ran the site as a Limited Liability Company with my new business partner, Sam Coons. We received 2 rounds of funding, had an office and employees, and held our breath every day as we monitored Google Analytics. I am still haunted by the term “Unique Visitor.”
Aside from my business affiliation with the Heel Press, I also participated creatively and contributed many short stories. You can read them here.
Heel Press Timeline
- As a senior in college, I developed concept for the site from the ground up with my college roommate Jesse Young and launched in January of 2005.
- We limited launch to only college students and writers.
- After launch, site gained in popularity first in colleges and universities throughout California, and then expanded throughout the nation.
- Lifted the restriction to only college students and opened site up successfully to anyone and everyone in the world. Only writers could submit however.
- Recruited another partner and business strategist to the team: Sam Coons.
- The Heel Press attracted Venture Capitalist attention.
- We made a series of presentations including business plan and marketing strategy to Venture Capitalist firm Cross Point Ventures in Southern California.
- We received 2 rounds of funding for 3 years while still maintaining control of the company.
- We re-launched site with new funds and opened up the site to artists (painters, drawers, graphic designers, etc) in addition to the writers.
- We increased unique visitors and time spent on site after re-launch.
- We flew to New York to meet another set of investors to discuss company vision and a possible third round of funding.
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Factorii is a space dedicated to the showcasing, marketing, and distribution of originally produced online video content. Essentially, Factorii is a passion project that commenced after the web success of “Facebook Gangsta.”
My team and I wanted to see if we could create a popular and profitable web portal built around original online entertainment. We focused our business model around creating funny and sensational videos at a low budget. I put together various teams to handle each new project concept. I wrote the treatments for all of our videos and then recruited the necessary talent (directors, music producers, actors, choreographers, etc) to bring the project to the next level.
I take about 1 week to fully develop my ideas into a near complete script. I then pitch the project to other talented people necessary to make the project spectacular. Once all the creatives are on board, I search for acting talent, scout locations, find necessary props and costumes, plan for rehearsals and shoot days, and prepare to feed many people during those rehearsals and shoot days. This whole process may take up to three months. My now large team and I then shoot the project in 1-3 days, most likely on a Friday to Sunday because you can get equipment for 3 days at a 1 day rate. Brilliant! Once the shooting is done, we now go to post. Editing can take up to a month. During the editing process, I am working with my partners to formulate a strategic plan that includes the best release date, the way in which we will market and promote the video, and the best way we plan to make money off the video. We will pitch our video to sites like Collegehumor.com to see if they are interested in showcasing our video on their front page.
We have a revenue sharing relationship with them if our video gets a certain amount of hits. We pitch our videos to popular blogs and media outlets. We link our video to many forums. We use Facebook, Tumblr, and Twitter to market. We use Digg and Reddit to market. We use metatagging, and employ strategic tactics for good placement next to other popular and pertinent videos on YouTube.
Factorii’s 3 most successful projects to date are the following:
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Fbgangsta.com serves as the promotional hub for the Facebook Gangsta brand. When we were able to generate a respectable amount of hits on the original video, we decided to take the opportunity to experiment with a few business models as we produced more videos. We set up mp3 sales on iTunes, Amazon, and others. We hired illustrators to create the designs for Facebook Gangsta t-shirts and hats. We set up Google Adsense. Ads, mp3 sales, and merch! Fbgangsta.com is the center for all those possible transactions as well as a portal for fans to browse through productions stills, lyrics, and any video involving the Facebook Gangsta.
Facebook Gangsta Facebook Page: 6,000 Fans
Read the whole Facebook Gangsta story.
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