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Invest in WhereBy.Us

WhereBy.Us is a media platform that aims to help locals make the most of their cities.

  • $5,000Minimum
  • $12,000,000Valuation cap
  • Convertible NoteSecurity Type

Purchased securities are not currently tradeable. Expect to hold your investment until the company lists on a national exchange or is acquired.

Share:

WhereBy.Us is accepting investments for an Offering under Regulation D. The contents of the Highlights, Term Sheet sections have been prepared by SI Securities, LLC (“SI Securities”) and shall be deemed broker-dealer communications subject to FINRA Rule 2210 (the “Excluded Sections”). With the exception of the Excluded Sections noted above, this profile contains offering materials prepared solely by WhereBy.Us without the assistance of SI Securities, and not subject to FINRA Rule 2210 (the “Issuer Profile”). The Issuer Profile may contain forward-looking statements and information relating to, among other things, the company, its business plan and strategy, and its industry. These statements reflect management’s current views with respect to future events based on information currently available and are subject to risks and uncertainties that could cause the company’s actual results to differ materially. Investors are cautioned not to place undue reliance on these forward-looking statements as they are meant for illustrative purposes and they do not represent guarantees of future results, levels of activity, performance, or achievements, all of which cannot be made. Moreover, no person nor any other person or entity assumes responsibility for the accuracy and completeness of forward-looking statements, and is under no duty to update any such statements to conform them to actual results.


Company Highlights

  • Investors include McClatchy, Krillion Ventures, Knight Enterprise Fund, Jason Calacanis, and Mark Kingdon (Quixotic Ventures).
  • Customers include Ford, Miami-Dade County, Citi, wework, and Baptist Health South Florida.
  • Received a grant from Bill & Melinda Gates Foundation.
  • 408k in monthly newsletter opens, grew 100% from 10/2017 to 10/2018.
  • $274K in 3Q2018 Revenue, grew 37% from 3Q2017 (has not been reviewed by an independent CPA).

Fundraise Highlights

  • Total Round Size: US $2,500,000
  • Raise Description:  Seed
  • Minimum Investment:  US $5,000 per investor
  • Security Type:  Convertible Note
  • Valuation Cap:  US $12,000,000
  • Target Minimum Raise Amount:  US $1,000,000

We're building a media platform for understanding and engaging curious locals— the leaders and tastemakers who are powering growing cities around the world. We're live in 4 cities, and headed to more.


The future is built in cities. We believe that cities are centers of innovation, creativity, and exploration, and they're growing like never before, driven by a new generation of young people. That generation wants to know what's happening and what to do where they live, but the system is broken. Based on our research, they spend more time and money on local experiences, but are the least likely to feel attachment to their city.

Today, they have to use a disjointed mix of search, apps, event listings, and traditional news media to find a sense of place. Or to find the best tacos. They need a new model to emerge and serve them. Plus, businesses spend $150B a year trying to reach them where they live.

We’re here to help them keep up, get involved, and make connections that build deep, lasting relationships. We’re here to help a generation of digital nomads live like they live here.

Product & Service

We built a new model for locals focused on curation and community, starting with email newsletters.

We use our platform to create local brands designed to fit the voice and tone of the cities they serve. We’re in four cities today: 

Our newsletters are the center of a brand that builds deep, loyal user relationships. Each brand helps users navigate and explore the city with a mix of news and events curation, contributed content, and original projects like neighborhood or voter guides. 1-2 person local teams use our technology to create the product and grow the community.

It’s working: $274k in Q3 revenue(cash basis), and 408k in monthly newsletter opens, grew 100% (from 10/2017 to 10/2018).

We have low churn, and strong organic acquisition, because users love our products and form a deeper, more lasting relationship with us than with traditional media.

  • Monthly churn <3.2% across our cities(based on data from 11/2017-11/2018)
  • Net promoter score of 69, considered "Excellent" on the -100 to 100 NPS scale
  • 88% of our users come from organic acquisition
  • 32.7% daily open rate average across our cities

There are more than 100 markets in the U.S. like our current ones, and we estimate that we can launch in a new city for less than $150k thanks to our platform.

We've built the platform and playbook to enable lean, rapid scale, serving new communities of users and building lasting relationships along the way.

While others in media are focused on manual content, we're taking a platform approach, building tooling and data to make our work more efficient and effective, while maintaining the localized branding and relationships that can create long-term value. Our technology includes:

  • Self-service advertising platform allows easy three-step checkout, automated placement, metrics and reporting (now more than 30% of our revenue).
  • Newsletter builder that cuts production time in half, automates reporting & content.
  • Referral tools that including ambassador program, referral leaderboard, and subscriber growth tools for email.

We have a clear roadmap to make us the leading platform for local engagement.

As we grow, we're building user profiles, content personalization, surveying, automated aggregation, and other datasets to help us serve users more effectively and personally. 

We're building our revenue on this intelligence too:

  • Self-service advertising uses our email engagement to provide a direct channel for businesses to reach active locals
  • Our brand campaigns, priced on a recurring basis at $5,000-$20,000 per month, provide deeper custom engagement through our social channels, emails, and events
  • Our membership program (in beta Q4 2018) gives our most active users new ways to get involved with our communities

We believe the upside in local is significant, and we’re positioned to enter this market in every growing city.  Newspapers were a $30B business, proving the value of local information, and our goal is to replace them. Social ad platforms prove there’s value in targeted, engaged users, but they can’t dig in at a local level.

We’re joining these opportunities to own the future of local engagement. And help people find great tacos.

Media Mentions

Team Story

We met and started WhereBy.Us having the same need we now serve for our users. We were new to Miami, trying to make sense of a changing city and figure out what to do, where to go, and how to get plugged in. We had partners who were from Miami, and had the same need (Miami's quite a different place than it was in the 1980s). Feeling connected to the local community is a vital part of our lives, but the models for building that connection haven't evolved in a century. We thought that was wrong, and in a moment where we seem to have more divisions than ever, we thought it needed changing.

We found a lot of locals had this problem, too, so we started hosting monthly events to get people together talking about the future of the city. Along the way, we found a huge, unserved need for local information and engagement. So we built a new approach.

Today, we are are a group with deep experience in media, community-building, and platform development.

Founders and Officers

Christopher Sopher

Co-founder & CEO

Chris is an entrepreneur with expertise in human-centered design and media innovation. Chris previously managed a portfolio of journalism and media innovation grants and investments at Knight Foundation, and has consulted, trained, and spoken for organizations around the world on human-centered design and creating media products for young people. 

Christopher Sopher

Co-founder & CEO

Chris is an entrepreneur with expertise in human-centered design and media innovation. Chris previously managed a portfolio of journalism and media innovation grants and investments at Knight Foundation, and has consulted, trained, and spoken for organizations around the world on human-centered design and creating media products for young people. 

Rebekah Monson

Co-founder & COO

Rebekah is a designer and developer with a decade of experience in technology product management and online media. She previously worked at University of Miami and the South Florida Sun-Sentinel, and is founder of technology groups Code for Miami and Hacks/Hackers Miami.

Rebekah Monson

Co-founder & COO

Rebekah is a designer and developer with a decade of experience in technology product management and online media. She previously worked at University of Miami and the South Florida Sun-Sentinel, and is founder of technology groups Code for Miami and Hacks/Hackers Miami.

Bruce Pinchbeck

Co-founder & Chief Creative Officer

Bruce is a creative producer with years of experience in multimedia production and client management. He previously worked at New World Symphony, where he produced interactive media and events, and as a producer for Comcast and Philly.com.

Bruce Pinchbeck

Co-founder & Chief Creative Officer

Bruce is a creative producer with years of experience in multimedia production and client management. He previously worked at New World Symphony, where he produced interactive media and events, and as a producer for Comcast and Philly.com.

Ernie is a product manager and senior engineer with more than 20 years of experience. He leads the development of our technology platform. Prior to WhereBy.Us, Ernie worked at Rackspace, Ning, and Yahoo. He founded his own media company, 8Asians, and is a co-founder with Rebekah Monson of Code for Miami. 

Ernie Hsiung

CTO

Ernie is a product manager and senior engineer with more than 20 years of experience. He leads the development of our technology platform. Prior to WhereBy.Us, Ernie worked at Rackspace, Ning, and Yahoo. He founded his own media company, 8Asians, and is a co-founder with Rebekah Monson of Code for Miami. 

Chris Adamo

Chief Business Officer

Chris is a marketer and sales leader who cut his teeth while at CVS, New York Life and 1800 flowers.com in New York City. Chris has 14 years experience launching, developing and managing partnerships with leading brands across multiple industries including: Luxury, Consumer goods, Music, Finance, Retail, Entertainment and Non-Profits.

Chris Adamo

Chief Business Officer

Chris is a marketer and sales leader who cut his teeth while at CVS, New York Life and 1800 flowers.com in New York City. Chris has 14 years experience launching, developing and managing partnerships with leading brands across multiple industries including: Luxury, Consumer goods, Music, Finance, Retail, Entertainment and Non-Profits.


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Key Team Members

Anika Anand

Director, Storytelling

Alexandra Smith

Director, Growth

Ken Christensen

Director, Video

Monica Guzman

Director, The Evergrey

Ben DeJarnette

Director, Bridgeliner

Katie Johnston

Director, Pulptown

Michael Schofield

UX Development Lead

Notable Advisors & Investors

Krillion Ventures

Investor, A Miami-based VC fund

McClatchy

Investor, McClatchy Interactive West

Knight Foundation

Investor, A national foundation with strong local roots.

Jason Calacanis

Investor, LAUNCH Incubator

Mark Kingdon

Investor, Quixotic Ventures

Hong Qu

Advisor, Technology director at Harvard, previously at Fusion, Google, YouTube

S. Mitra Kalita

Advisor, Senior VP at CNN, previously at LA Times, Quartz, Atlantic, WSJ

Marco Botero

Advisor, Head of Twitter US Hispanic, previously at ESPN, Sony Pictures

Frequently Asked Questions

Making an Investment in WhereBy.Us
How does investing work?

When you complete your investment on SeedInvest, your money will be transferred to an escrow account where an independent escrow agent will watch over your investment until it is accepted by WhereBy.Us. Once WhereBy.Us accepts your investment, and certain regulatory procedures are completed, your money will be transferred from the escrow account to WhereBy.Us in exchange for your securities. At that point, you will be a proud owner in WhereBy.Us.


What is the difference between preferred equity and a convertible note?

Preferred equity is usually issued to outside investors and carries rights and conditions that are different from that of common stock. For example, preferred equity may include rights that prevent or minimize the effects of dilution or grants special privileges in situations when the company is sold.

A convertible note is a unique form of debt that converts into equity, usually in conjunction with a future financing round. The investor effectively loans money to a startup with the expectation that they will receive equity in the company in the future at a discounted price per share when the company raises its next round of financing.

To learn more about startup investment types check out “How to Choose a Startup Investment” in our academy.


What will I need to complete my investment?

To make an investment, you will need the following information readily available:

  1. Personal information such as your current address and phone number
  2. Employment and employer information
  3. Net worth and income information
  4. Social Security Number or passport
  5. ABA bank routing number and checking account number (typically found on a personal check or bank statement)

Because WhereBy.Us is offering its securities under Rule 506(c) of Regulation D, your status as an Accredited Investor will also need to be verified and you will be asked to provide documentation supporting your income, net worth, revenue, or net assets or a letter from a qualified advisor such as a Registered Investment Advisor, Registered Broker Dealer, Lawyer, or CPA.


What if I change my mind about investing?

Until a closing occurs, you may cancel your investment at any time, for any reason. You will receive an email when the closing occurs and your securities have been issued. If you have already funded your investment and your funds are in escrow, your funds will be promptly refunded to you upon cancellation. To cancel your investment, please go to your portfolio page.


After My Investment
How can I sell my securities in the future?

Currently there is no market or liquidity for these securities. Right now WhereBy.Us does not plan to list these securities on a national exchange or another secondary market. At some point WhereBy.Us may choose to do so, but until then you should plan to hold your investment for a significant period of time before a “liquidation event” occurs. A “liquidation event” is when WhereBy.Us either lists their securities on an exchange, is acquired, or goes bankrupt.


How do I keep track of this investment?

You can return to SeedInvest at any time to view your portfolio of investments and obtain a summary statement.


Other General Questions
What is this page about?

This is WhereBy.Us's fundraising profile page, where you can find information that may be helpful for you to make an investment decision in their company. The information on this page includes the company overview, team bios, and the risks and disclosures related to this investment opportunity.


What are the risks of this investment?

This investment is highly speculative and should not be made by anyone who cannot afford to risk the entire investment amount. In addition to these risks, you should carefully consider the specific information and risks disclosed in WhereBy.Us’s profile.