It started early spring, April 12 at Cibar wine bar in New York City. A week prior, a random email message from O’Reilly Organizers landed in my inbox. Didn’t know who it was from nor what the LBD Project was, but it said “A cocktail fund raiser in a Little Black Dress.” I thought, a cocktail on a Monday night in the Irving Park area, perfect. Monday is a great day for cocktails and making friends with strangers in New York City.

That is when I met Sheena Matheiken, creator of The Uniform Project and designer, Elizabeth Starbuck of Bright Young Things. Two remarkable and talented women who crafted the idea of sustainable fashion around one little black dress worn a million different creative ways. I wanted to be a part of it somehow. I wanted to participate.

Little Black Dress worn a million creative ways

So here we are, after a few months on the road with my macbook pro, kites, board and little black dress traveling with me from Key West, Miami and Maui, I finally hit San Francisco. My two-year old Cannon point and shoot camera died somewhere during the trip, so I had to wait a few weeks to find a replacement. With camera on hand, the San Francisco and California back-drop, my goal is to document, share and hopefully inspire with my personal rendition on the sustainable fashion and the Little Black Dress, from Bright Young Things.

Beginning July 14, Bastille Day witness my highs and lows in a little black dress during my 30-day wear-a-thon. Thank you Elizabeth for extending a piece of New York while I travel! Congratulations on the success of Bright Young Things! Thank you to new friends in San Francisco who are either helping with photography and styling!

Hi everyone! We’re very excited about our new client, a crowdsourcing start up coming soon to major urban centers. We’d love your help on a 10 question survey. This will help clarify previous assumptions and our discovery process.

start the new product survey.

Complete the short survey and we’ll include you in a thank you raffle for a massage gift certificate worth $100.00. The gift certificate will come from your favorite local spa!

Join the survey and win a FREE massage!

Just Kite It dot com, a community for kiteboarding enthusiasts

After speaking with a friend kiter, she joined a few kiting message board forums, which seemed so outdated in comparison to the social media technology of web 2.0 standards. Armed with not much information about kiteboarding she took her chances and called a school in the Great South Bay, New York in July. Good idea? Bad idea. Summer is the worst time to learn the sport in New York and the nasty green flies leave you with painful bites. Not only is the Great South Bay a two-three hour train ride on the LIRR from Brooklyn and Manhattan, learning to kite is not inexpensive. A lesson can cost anywhere from $150-$200 per hour depending on the level of instructor. At times the school will share your lesson with another student and not inform you of this. In some cases, you could get five-hour lessons for $500. Granted the sport is difficult, you will need more than three hours of water instruction. Kiters who have sailed, windsurfed, surfed and wakeboarded could pick up the sport quicker and faster. It is 90% about the kite and 10% about the board. Meaning, understanding the nuances of the wind and controlling the kite within its power, your kite flying skills and knowledge about your environment is key to enjoying the sport, your safety and the safety of others in the water and on the beach.

In August 2009, after a number of frustrating attempts at lessons in New York and Cape Hatteras, NC due to lack of wind in the months of July – August, Jessica then ventured to the Columbia River Gorge, Oregon. The wind capital of the Pacific North West. “I first discovered the River Gorge through a kiter friend on Facebook.” Jessica a natural traveler has not ventured beyond California for travels to the West Coast. “It looks like a little piece of heaven, why has not anyone mentioned this place to me before?” Another loop hole in the kiting world is the discovery and the level of detail that existing kiting web properties can provide. “Information sharing about kite education, kite spots and the consistent engagement of kiters worldwide is what we hope to solve for the progression of the sport.” Kiteboarding is breaking down geographic and gender barriers for over a decade now. So many untold stories are raring to be shared that will inspire connoisseurs of the sport, viewers and those curious about it. The global and local community’s affinity for wind, water and kite is a natural glue. Every kiter is in love with a fellow kiter’s skills and his or her experiences.

For version 1 of Just Kite It dot com our goal is to provide kiters worldwide and those interested in the sport with as much information about kite education, kite spots around the world through editorially curated from user-generated stories. Version 1.5 will be wrapped around extreme entrepreneurship and technology events for the startup community. It is a known fact, there is a growing number of technologists and startup founders who kite. This could be attributed to the leadership of the Silicon Valley VC, Bill Tai who has been featured on Forbes.com. Version 2.0 of Just Kite It dot com will showcase a fully social web property with mobile applications for engagement in a global scale.

The average age of kiters range from 30-35 professionals with a slow, yet noticeable adaptation of the twenty-something and baby boomer demographics. There is also a growing number of women who are kiting, up 30% from 2008. Kiteboarding is a lifestyle sport and it is growing at a steady rate of 20% annually.

Jessica Valenzuela is also the Founder and Chief Principal of a New York based boutique digital branding agency, Mavin Digital, Inc. the creators of Just Kite It. Her co-founder Marek L. Biestek is the General and Managing Partner of a New York based hedge fund, MSMB Capital, LLC. Jessica and Marek are kiteboarders who met at a parking lot on Tobay Bay, New York after a kiting session.

About Just Kite It dot com (http://justkiteit.com)
Welcome to Just Kite It dot com, a content publisher and social community focused on kite education, sports tourism and connecting likeminded professionals of the sport.

Founded by two kiteboarding addikts, with backgrounds in media, digital branding, social media, finance management and startups, Just Kite It aims to provide a place for sharing information and knowledge kite education, kite spots around the world and connecting likeminded professionals of the sport.

You can find us on Twitter @jkiteit and on our Facebook Fan page.

Mission:
Just Kite It is your source for kite education, kite spot locations around the world, inspiring stories from pro-athletes and enthusiasts,  networking events and off-topic features that will offer insight and make you laugh at the same time.

When I was three I fell into a well by accident. Since the accident, without realizing I developed fear of deep water. I didn’t learn to swim until swimming became part of my learning curriculum. I did it for the grade. I conquered the pool!  Yet I wanted more. I wanted more than my toes touching the waves. I’d sit and watch while others would play in the waves and silently wishing I didn’t have this angst of drowning.

Kiteboarding changed all that gradually. I’ve probably swallowed 18 gallons or more of The Columbia River Gorge, Kite Point in Cape Hatteras, The Slick at Real Kiteboarding, Tobay Bay, Napeague and the Flats in the Keys combined while learning the sport. I continue to do so as I progress. A few times since July this year I’ve panicked each time my toes do not reach the bottom. A drowning panicky feeling that leaves your brain helpless. You start to make mistakes when you panic. Bad decisions are made.

How is kiteboarding helping me get over this fear? Here’s what I learned…

• Your love for something or someone is greater than your fear. I’ve fallen in love with kiteboarding and the community that supports it. It is an amazing sport and it is supported by an resplendent community of exceptional individuals.

• You have a goal. I simply want to learn the sport and be decent at it. I realize I’ll never be a pro-kiter, yet I’d like to be able to execute tricks and downwind with a pack of kiters and discover different parts of the world.

• Higher calling. Kiteboarding is more than an adrenaline junkie’s sport. It is a lifestyle and a state-of-mind. You’ll have to try it to understand what it means to be a kiter. Once a kiter, there is no turning back.

• Practice, practice, practice. To be a better kiter and a self-proficient one, practice and dedication to the sport is a must. Which means I always try to be in the water when the wind comes. In different bodies of water with varying conditions each time. Each session is different from the last. It reminds you that life changes daily.

Since my last trip in the Flats, Key West, I’ve been able to minimize and dilute my panic attacks when I’d find myself out of tiptoe reach while in water.  Deep breaths, a clear mind and putting into practice each of the valuable lessons learned and shared by instructors and fellow kiters help me get through that moment. Since my kiting journey, I realize that the biggest fear I’ll ever have is not trying enough to succeed.

You are gifted to accomplish anything you set your heart and mind to do. Just go out and give it a try!

@mavindigital

Our first corporate reel focuses on our roots in New York, our new brand message and how we personify a company that engages and connects people with brands. You’ll also see some of our work. Watch the video below or you can visit our You Tube channel.

Mavin Digital, digital branding on a dime is about helping companies achieve the WOW factor and performance on any digital marketing and advertising budget.

In the coming months we’ll be sharing more news via our You Tube channel that showcases how our spitfire team, our belief in creativity without boundaries, inspirational digital branding delivered with the right dash of expressionism help organizations achieve their marketing and advertising goals. We hope to share conversational interviews with clients both startups and recognizable brands.

Much gratitude and applause in the completion of our first corporate reel goes to Stephanie Coggin our Communications Strategist and dear friend for the support and guidance in shaping our brand messaging, Sami Eddaikra our Iphone Lead Developer and dear friend for the original music, Jae Lee our Video Associate and Motion Graphics expert , Michael Kelly, our Technical Lead Director, Christopher Lorn our talented intern, our Advisory Board, with special thanks go to my mentor and trusted friend, Nanske Wood, our teams in Estonia and Bangladesh, friends near and far, clients and supporters.

Thank you for trusting and believing in the potential of Mavin Digital. More news coming soon, so stay tuned!

~ jessica valenzuela

Having empathy is a willingness to learn, unflawed by judgement and accusation. In design, it is a  complete acceptance and understanding of your end-user. It is a self-less approach that requires conscious effort and practice to completely put yourself in another person’s shoe and create a product that he or she will find useful and user-friendly.

Often my empathic first look almost always leads to a number of interesting ideas to explore for clients and personal friends. At times I am accused of already having figure things out…the truth is NOT! You’ve simply given me a wealth of material to work with by sharing whatever is on your mind about an idea, product, career, etc. Empathy gives me the insight to discover marketable nuggets in others capabilities, skills and ideas. The rest is about making a life choice based on comfort levels and then taking action. Having an empathic look at life and those around you is a great way to learn and discover a world and point of view apart from your own. It is the source of my relentless energy.

Here’s an insightful article from Wired on empathy about Steve Jobs and his family’s decision-making around a dishwasher back in 2005.

Do you have an empathetic mind? How has it helped your personal life, career and those around you?  Next time you find an opportunity, do it with grok.

You may ask what is so special about Cheapeats when the New York Times keeps a robust sub-section of restaurants $25 and under, New York Magazine has Cheap Eat 2009 and there are a number of blogs that cover the $25 and under dining market. Personally, Cheapeats is special for many reasons. It is Mavin Digital’s biggest release for a self-funded entrepreneur which meant we had to create and build on a shoestring without compromising design quality, the user-experience and programming of multiple complex technologies, including customizing Google maps and integration with social media tools/sites. From a user’s perspective Cheapeats’ beta community will offer the opportunity to write reviews, add photos and videos, engage and interact with foodie communities they instigate or join. Moreover the content is not entirely focused on restaurants. Content curated will include recipes, how tos and famous chefs, easy to make recipes under $25, where to shop for inexpensive and top quality food ingredients and much more! The soul of Cheapeats speaks to every urban dweller who enjoys eating out or making their own meals on a budget.

To be part of the New York beta, make sure to register at Cheapeats. For updates, join the Cheapeats Facebook Group and follow @cheap_eats on Twitter.

For complimentary ad spots for the New York release, please contact jessica@mavindigital.com. Submissions are subject to availability and the content curator’s standards. For disclosure, Mavin Digital is an equity stakeholder and part of the Advisory Board.

Thank you for your support!

~ jessica valenzuela ~

It is quite exciting with a hint of nervousness as I go through the exercise. The list keeps on getting longer everyday. Last night I was deep in conversation with a friend and prospective new member of our Advisory Board sharing my vision on how we can strengthen our business services, while expanding into low-barrier to entry and highly scalable digital products. A few minutes ago I gave my associate a huge research task. On the same track, brand visuals are being designed while conversations on UX, tech specs and creative are happening. Oh yeah, and there is the legal and corporate structure to attend to…

In my journey as a local lone ranger entrepreneur, I have discovered that to have a bigger impact and ability to scale quickly you need a team who can react fast and are available locally. A strong team behind you who believes in your passions, are willing to take the ride and support your vision. I’ve carefully handpicked the team. Currently the Mavin Digital tribe is comprised of a local Technical Director (hooray!), an Associate and four members on the Advisory Board (may turn into five). Am also looking into a virtual business development resource to add.

Having a local team and Advisory Board opens doors to opportunities, ideas and more amazing people. While we’re making headway into new verticals and clients as a digital business services firm, we’re building new web properties and digital products that are highly scalable. In short, the journey so far is a whole lot of awesomeness!!!

My advise to fellow entrepreneurs, take a look at your business whether its a product or service and ask yourself how can I make this better for the market it is intended for? What are the comparable businesses and competitors doing to differentiate themselves? What can you apply to your business? What are my strengths? What are my weaknesses? It is like writing up your SWOT (strengths, weaknesses, opportunities and threats). The  SWOT exercise is something which every entrepreneur should do in the very early stages of their business and throughout its life cycle for checks and balances. In today’s overly communicated society, real contributions and impact can be easily diluted by a lot of talk and no action – don’t be that entrepreneur.

Decidedly went the self-funded, super-lean route. If I failed, it will be my failure and my learning. I didn’t want to drag anyone else into my curious and foolish desire to be an entrepreneur. Steve Jobs encouraged the Stanford University graduates in 2005 to stay curious and foolish at all times. So I thought, perhaps I am on the right track.

The first week I closed my first small contract, which was followed by two large ones in a month. Word of mouth and referrals are our primary source of client relationships. Engaging with the startup, tech and media community in New York, DC and San Francisco helps with our deal-flow. We also service accounts in Asia and France. Today, the challenge I face as a Founder is growth. I’m ready to take Mavin Digital, Inc. to the next step – grow her as an organization. Personally, this next step seems more challenging than when I first started. Why? I have to share the wealth creation process in order to achieve our future growth potential. I saw this challenge three-months into the business “I realize that there will come a point, when I can only do so much on my own from managing the day-to-day client work and resource management to constantly engaging with the community and prospective clients in order to keep our deal-flow pipeline active.” Releasing some control of a product that I started (my first born) is harder than I thought.

How am I going to overcome this challenge? I like to take baby steps. I have been doing just that for the past year, psyching myself for the day I have to make a firm decision on our approach to growth. So far I’ve made three:

1. Create an Advisory Board who can help guide and support my decision-making as a Founder and open doors to the opportunities that we seek to pursue
2. Bring in two equity partners who can complement mine: a development/technology equity partner and a creative/product development equity partner
3. Hire a multi-talented associate who I have hired in the form of an intern – and so far he has proven to be a gem! I can’t wait to get him onboard full-time after graduation.

Todate, I have four Advisory Board members and the technology equity partner who have pledged their support. I am so thrilled and feel very lucky to have such a great team who in many little ways have contributed to our successes along the way. I am in search for the creative/product development partner – this one seems a little tough to find. The short-term goal is increase our human power locally, while maintaining our virtual relationships in Estonia, Tunisia and Ukraine.

I make it sound so simplistic as I write this – trust me it is not. Though I’ve taken the organic route of finding the distinguished group of people that I chose as cornerstones to help us grow. How does one go about the challenge of selecting the team who will be essential to our long-term growth and success? Here’s my personal check-list:

Surround yourself with people smarter than you. It is important for startups to be surrounded with people who have the intelligent aptitude to add value to what you are trying to build/create, yet more importantly people who will take a genuine interest in your idea, product or service and those who have one-track minds toward achieving success.

Know what you need. When I look back in October 2007 after my last day at Dogmatic, Inc. I had a big list of things that I needed to accomplish in the first three months, including naming the company. This time around I have three things that are top of mind:

1. Raise a small amount of capital investment to inject into the business so we can hire and get a more established office space, etc.
2. Find equity partners in the roles of Creative/Product Partner and a Technology Partner
3. Form an Advisory Board

Call on your trusted circle. Since toying with the idea of growth, I’ve informed my trusted circle of friends and colleagues in the business about my search. I know they have my back when it comes to finding opportunities and the proper contacts and directing the same to my attention.

Smart networking and the follow-through. In a week, depending on the number of events, workshops, etc. that I go to I could be collecting on average 10-15 business cards. Like anything else, you must prioritize otherwise you lose. I keep a stack of “opportunity” cards and a stack of “social” cards. The game of networking is all about attitude. Each opportunity contact could lead to a contract/s. Each social contact could lead to new opportunity contacts and more social contacts, multiplied by 10x over. Collecting the information will not help create any form of relationship. Sincere interest and timely follow-through is essential. Guess how I found the great individuals on my Advisory  Board?

Shared common-value system. When I meet with people one on one – it is either I like you or I don’t. Of course, that works both ways. After a chanced-meeting at an event or an intro via email, I usually reach out for a person-to-person meeting. Yes, exactly a “date.” At that juncture one can tell if that connection will prove to be long-term. Is the date all about business? Funny enough no. When you meet people with shared values and a fearless passion for change creation – it is simply magical. I tend to fall in love with people whose work is fueled by their personal belief that change is needed. That something can be made better.

The above has worked for me. I’d love to hear from fellow entrepreneurs and startup Founders – what has worked for you in growing your business?

In my next post, I will share my experience on pitching to a private equity firm for convertible notes funding, which will be a first and our esteemed Advisory Board members. Wish me luck!

~ jessica

IF you have not caught the Internet Week New York bug yet, here’s why you should:

Gain insight. Even when you think you know it all, there is a lot to learn. As an entrepreneur, big consumer and evangelist of everything tech, digital and social media it is important to stay current and filter what is useful and relevant for our clients and community. A few events that I think are key and if you can register  would include Beyond Facebook: How will the students of today use the web of tomorrow, The Future of Digital Cities and Creativity and Technology (I am at this one today!).

Be inspired. Admittedly my first time at a New York Tech Meetup event last night, I was inspired by the products showcased. Will certainly make this event a part of my monthly repertoire. My personal favorites:

• UpNext offers a 3D view and local search or your city (currently just New York). It is available on the iPhone!
• Centrl offers a new way of connecting with people on the go. Available on the BlackBerry and iPhone.
• Livestream formerly known as Mogulus. I believed in their product when I discovered it last summer. I didn’t realize how powerful the new Procaster tool – it is rad! I am so looking forward to dabbling in videos thanks to Livestream!
• Aviary bringing design and editing to the browser. I haven’t tried it, but will definitely encourage our team of designers to dabble in it.

Connect and reconnect. Internet Week New York creates an invaluable opportunity for people to connect and reconnect. Everyone who is passionate about the community, opinion leaders, entrepreneurs, VCs, techies and creatives are engaging and making the effort to support the events and programs. Personally met a number of new key contacts simply by getting indirectly involved with a handful of events and being present at a number of them. It is tough to leave your desk knowing you’ll be back in a few hours with a foot more of work before you left. Yet if you are aspiring to start a company or pursue an entrepreneur career in the future this is one of those city program events that you can’t simply miss. The time is now.

Learn about new trends in tech from kids. At the ContentNext event last Monday, June 1 10 Kid Entrepreneurs To Watch were showcased on flyers. Here’s the roster MyYearbook.com, Whateverlife.com, MobilEdu, Uno, FEE Entertainment, Courses, InternshipIN, Dynamik Duo, Teens in Tech, Eclectyk.

Celebrate the people who make it happen. By participating in the events and programs you are helping celebrate and support the people who work hard to make it happen.

Enjoy and have fun! Have you checked out the parties? Quite an impressive list difficult to decide which one to hit…I’ve been going from one to another the past two days.  Unsure if I can keep up the entire week! The list of the fun events are also listed in the Internet Week New York schedule.

Now get out there! If you tweet, the official hashtag is #iwny.

~ jessica ~