We got a ton of questions on how we work with start-ups so let's just break it down into some highlights:

• We do work from FFF/seed-stage and have done Alpha builds for as little as $50,000.
• We typically put three high-level people on one project for a few weeks, so having a real budget can be quite useful.
• Everyone in our Product Group will focus on end-user experience. The product should solve a real problem for a specific set of users.
• We don't over strategize. We get stuff done. We start moving as quickly as we can and we move forward. That does not mean we do not think. We just value forward motion over planning and diddling with assumptions.
• We push to get to market - fast. Together, we focus on getting your v1 out to figure out how much BS you have in your business plan. Most assumptions are wrong. Financial models are just models. We want to get to real data - fast.
• We are not in the magic business. The first iteration of your product will not work. That's why we don't blow your budget on one build. So, if you do any planning at all, plan to get more money after v1. You'll need it.

When we meet you for the first time… this is what we care about:

• Your team
• Passion and personality
• Your understanding of your customer, market, and industry
• Sales experience
• How much you have done already

We don't care about

• Your 50 page business plan (if you have one like that, just don't tell us)
• Financial models
• Your “first mover advantage” (again, don't tell us)

We don't hold on to you. We want to let you go. We just want to give you wings. Then go. If you get to that stage, we're happy! Now, call us today. Free advice guaranteed.

When more than 5 people ask for it, you got to give in… here's the Fabric Capabilities overview. Are we amazing or what?

Information at our fingertips was the old black. Information at our fingertips — wherever our fingertips actually are — is the new black. Worldwide sales of smartphones in 2009 were almost at 175 million and increasing rapidly. Of course, as advertisers, we'd love to reach out to consumers on this media. However, internet on the desktop and internet on the handheld machine were not created equal. Here are a few general key differences:

1. Pageviews and visits will be much lower on smartphones than the desktop/laptop. People browse and hang out on the internet; people use smartphones only when it's convenient and only to look up specific information and then put it away once they're done.

2. Consumers are more understanding of ads on mobile, probably because these ads do not interfere with the main content as much as ads on a regular browser which can create angry backlash by way of expandables, full-page overlays and sound that automatically plays when the ad loads… yet.

3. Quantifying results on mobile is not nearly as easy as quantifying results on desktop. There is no DFA/DFP type of program that exists on mobile today. Each publisher has their own impression and click numbers, sometimes making it difficult for the advertiser to assess the effectiveness of mobile campaigns.