CAPITAL AND EXPERTISE
One way Ignited invests in new companies is by providing labor and marketing know-how in exchange for equity. In other cases, we provide capital. Sometimes we contribute both expertise and money. Our investments are limited to marketing technology, generally, and to companies in five specific categories: Facebook marketing applications, tablet computing platforms, next-generation research, next-generation video, and smartphone applications powered by location-based search.
We expect to make money on the companies we back and we hope to discover that the next Zuck is already in our midst – or will be soon. Success, for us, is measured by the amount of knowledge gained about next-generation technologies and research and in how we put these learnings to use in our agency for our clients. One recent success: After building the software platform for one of our investment companies MASScanvas, we used what we learned as we created the Travel Bucket List Contest on Facebook for our client Princess Cruises. The application has been the most successful Facebook program the company has done to date.
By investing in externally created companies and inspiring internal personnel to start a new venture we may forever change how we approach marketing. At the very least, the effort makes us a sharper resource for leading-edge ideas and capabilities.