Kevin Warnock

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ShoppinPal.com smart phone app from Fermyon, Inc. improves the brick and mortar retail shopping experience for both buyers and sellers

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Cofounders of ShoppingPal.com - Sriram Subramanian, CEO, and Pulkit Singhal, CTO. July 26, 2013. Photograph taken at University of California Berkeley Skydeck accelerator, on the top floor of the tallest building in Berkeley, California. That clock tower in the background is on the UC Berkeley campus. Photo by Kevin Warnock.

Cofounders of ShoppinPal.com - Sriram Subramanian, CEO, and Pulkit Singhal, CTO. July 26, 2013. Photograph taken at University of California Berkeley Skydeck accelerator, on the top floor of the tallest building in Berkeley, California. That clock tower in the background is on the UC Berkeley campus. Photo by Kevin Warnock.

Fermyon, Inc. is the company behind the impressive ShoppinPal smart phone application that improves the retail brick and mortar retail shopping experience for both buyers and sellers.

On Friday, July 26, 2013, I met with Sriram Subramanian, Chief Executive Officer, 34, and Pulkit Singhal, Chief Technical Officer, 29, the co-founders of Fermyon.

Retailers complain about people treating their physical stores as free showrooms for consumers to touch and evaluate items they will then actually buy online, frequently from giant Amazon. The retailer I suspect feels cheated by these people since they received something valuable, but didn’t make a purchase from the store to compensate the store for their efforts.

Consumers like mobile shopping apps like the one Amazon gives its customers. Smart phone shopping apps let people look up specifications and customer reviews to help them make smarter purchasing decisions. I don’t see shopping apps disappearing, since they offer such compelling value to consumers.

Retailers with physical stores could of course create their own smart phone applications that mimic those from huge online merchants, but it’s mostly larger chain stores that do, because writing a shopping application is difficult and costly.

That’s where ShoppinPal comes in.

ShoppinPal is a service that retailers pay money for — 3% of sales for retailers with over USD $5,000 in monthly ShoppinPal sales, or $49.00 + 3% of sales for retailers that sell less than $5,000 a month through ShoppinPal. This strikes me as assertive pricing, but if it works, Fermyon will be in a position arguably even better than Visa and Mastercard, because Fermyon is not taking any fraud or refusal to pay risk that I can see. On the other hand, no small retailer could hope to deploy a system like ShoppinPal by developing the system itself, and showrooming is a looming problem that likely is motivating retailers to take defensive action.

Shoppers use the service for free.

The retailer gets access to a custom branded application its customers can install on their own phones. In addition, the retailer gets access to an online management console that shows what customers are buying, among many other statistics. Since buyers provide their email address when they install the smart phone app, the store can easily send them custom messages.

ShoppinPal app display at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

ShoppinPal app display at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

For example, if a potential buyer uses the smart phone app to add several items to their ‘wish list’ the store will know about that and can gently remind the potential buyer to return to the store to buy the items. Buyers can be especially enticed to return by being sent discount codes that buyers can use to receive the items at a lower price. Buyers can even opt to have the items delivered to them, offering the convenience of online shopping to the offline world.

I like ShoppinPal. The small team of two co-founders and three staff have put together an offering that appears to come from a larger entity that has raised far more than the modest USD $120,000 in outside capital that Fermyon has taken in.

Buyer engagement potentially starts moments after walking through the door of a shop. One can ‘check in’ to the ShoppinPal app, like one ‘checks in’ on Facebook. The check in alerts store management that the buyer was present.

Next the customer can use the camera on their smart phone to scan the bar code on items they are interested in. The app recognizes the bar code and pulls up that product. The app can, at the option of the retailer, show customers recommendations for other items they may like in their store.

For new retailers, the ShoppinPal cloud based software taps into the retailers’ point of sale cash register system and reviews the receipts for the prior six months of sales. The software sees that people purchased certain items during the same transaction, and uses that set data to recommend that future purchasers also consider such grouped purchases.

CTO Singhal asked current retailers using their system to try the recommendation engine, and those queried marveled at how the recommendations matched with their memory of what many past customers had bought together.

The ShoppinPal app and the website are both beautiful – spare, elegant and clean. The management console is by Mixpanel, a separate company ShoppinPal pays to provide that service.

Sellers can add various incentives for shoppers to buy more items. For example, a discount can be applied after a certain number of purchases. Thus, a coffee shop could automate the ‘buy 10, get 1 free’ paper punch card that still is in use, and was in use at the tea shop where I met with Singhal and Subramanian.

That tea shop in fact allowed customers to store their paper cards in a physical file system on the counter out for the public to access. I marveled the tea shop would put such sensitive information out on public display, because a competitor could surreptitiously copy down a list of the shop’s best and most loyal customers. With quality video cameras in every smart phone, someone could just pretend they were looking for their card while capturing video of every card the thief perused. An electronic loyalty system like that included in ShoppinPal reduces the risk a customer list can fall into the hands of an outsider or an employee that should not have that information.

Inside ShoppinPal, there is not only a wish list, but a gift registry, which should encourage others to buy at a retailer the others may not even be aware of when the items are added to the registry.

ShoppinPal communicates via application programming interfaces to two point of sale cash register systems — Lightspeed Retail and Vend. ShoppinPal hands off to the cash register the precision task of calculating sales tax, sidestepping a thorny problem, since there are thousands of sales tax jurisdictions.

As a customer walks around a store, as they pick up items and place them in their physical shopping cart or basket, they can click ‘add to cart’ within the mobile app. This gives a running total of their planned purchases, and when the customer is ready to pay, they can buy directly from the app, which will display a receipt on screen the customer can show to store staff as they pass through the exit.

This pay within the app feature over time will let retailers hire fewer checkout clerks. The pay within the app feature can be turned off by the retailer that prefers customers visit a cash register to physically run their credit cards through a credit card terminal.

Whether the purchase is paid for in app or at a retailer’s register, the ShoppinPal management console keeps track of all the buyers’ purchases, and makes the purchase history available to the customer, which in my mind is a great perk for the customer. When I shop at Lowes and HomeDepot, I use their loyalty cards mostly because their systems email me a copy of my receipt within minutes after a purchase, which makes my life easier at income tax time.

The sexiest feature of the mobile app is a feature that adds fun to getting a discount. Instead of just writing out ‘you get a discount’ the app presents a silvery gray patch that looks just like the silvery patches covering the digits on lottery tickets. You have to ‘scratch off’ the patch with your finger, and as you rub the screen with your finger, the silvery ‘material’ under your finger vanishes. The effect was startlingly captivating such that I believe a tiny company could be formed just to advance this feature inside other unrelated products from other companies.

ShoppinPal is still an early stage venture. The company was incorporated in January, 2011, but work didn’t really accelerate until CEO Subramanian completed his MBA in June, 2012, last year.

Fermyon has signed up four customers, all via resellers that have agreed to carry their product. I view it as a positive sign that resellers are promoting their product while the company is still so young, for resellers have to be particularly careful to not damage their reputations.

Exterior of Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

Exterior of Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

ShoppinPal’s customers are Harney & Sons in New York City, Heartfelt in San Francisco, Isha USA in Tennessee and Marthas Vineyard Glassworks in Massachussets, all in the United States. The Isha implementation is the most demanding, because the organization runs events that draw about 1,000 people twenty times or so per year, so the transaction volumes spike tremendously during events and subside the rest of the year.

Interior of Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

Interior of Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

I live in San Francisco, so I decided to install the ShoppinPal app on my Apple iPhone 5 and visit Fermyon’s customer Heartfelt, a charming and totally adorable gift shop in the Bernal Heights neighborhood. This single store business doesn’t sell items that people are likely to evaluate and then order online from a giant website. But the Heartfelt is the kind of place that I think could benefit from the loyalty, gift registry and wish list features in ShoppinPal. The store also I suspect prides itself on having just the right gift, as there appear to be over 10,000 different items for sale inside this small store. As I was browsing around, I found half a dozen items I wanted to buy, and I am not even looking for gifts right now.

Jewelry for sale at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

Jewelry for sale at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

As soon as you check in, a horizontal red line starts sweeping up and down the phone display. The indicates the phone is looking for a bar code to recognize. I created a video of the ShoppinPal experience from checking in to just before payment. I have embedded the video into this post. The video is a bit shaky because I had to hold my large camera in one hand, and operate the app with my other hand, and since the phone was so close, the depth of field was shallow. But the video does show faithfully what the app does.

As soon as the app finds a bar code, it goes into search mode where it’s communicating with the cash register computer to find the item. This takes about two to six seconds. Then the item shows up in your shopping cart. From there it is confusing what to do next, since there is no ‘checkout’ or ‘buy now’ button. Instead, to continue shopping, you are to press the button in the upper left labeled ‘heartfelt,’ the name of the store. This should be labeled ‘back’ or ‘continue shopping.’ There is a button in the upper right called ‘cart.’ I didn’t try that button, but I assume that button takes you to the shopping cart from where one can checkout.

Textiles for sale at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

Textiles for sale at Heartfelt gift store at 436 Cortland Avenue, San Francisco, California, USA, August 1, 2013. Photo by Kevin Warnock.

I scratched off the panel as invited, and I got a 10% discount. I was given the chance to pay via credit card or PayPal, the payment service from auction giant EBay. I bought a lightweight wallet made from Tyvek, and I paid via PayPal. The process was quick and efficient, but my receipt listed my discount as $0.00 even though the 10% discount had been correctly applied to the total. I understand that ShoppinPal was only recently installed at Heartfelt, so I expect there to be small glitches to be worked out. For such an early stage yet ambitious application, ShoppinPal performed well.

As you might imagine, ShoppinPal has big dreams and has had sales meetings with huge brands that are household names throughout the US. I suspect that after they build their credibility with smaller retailers for the following months that they will land a national retailer.

ShoppinPal participated in 2012 in the Silicon Valley Bank Seed Showcase, a pitch event to investors for Silicon Valley Bank clients. Silicon Valley Bank is widely considered one of the most important banks in Silicon Valley for startups that aspire to or have raised venture capital investment. You can watch CEO Subramanian pitch on stage and then watch him later that day be interviewed by Carrie Walsh, Managing Director II, ESG, Silicon Valley Bank.

I could find no direct competitors to Fermyon.

The closest offering appears to be CardFree, which automates via a smart phone app some of the tasks that ShoppinPal automates, like payment and loyalty. But CardFree omits the ability to scan the barcode of products to bring up specifications and Amazon.com like product recommendations, two of the most compelling features of ShoppinPal, in my mind.

Another company that does part of what ShoppinPal does is CardStar from Constant Contact. CardStar appears to be a smart phone app just for storing and using loyalty cards from multiple retailers, so your physical wallet doesn’t burst from storing too many physical cards, like mine is threatening to do.

Another loyalty card company is BellyCard, which appears to be similar to CardStar.

Finally, there is a smart phone payment app called AisleBuyer, which lets in store purchasers pay via their smart phone. This company was acquired by Intuit in 2012.

See what former CNET Editor at Large Rafe Neeleman had to say about ShoppinPal in 2012.

The company’s name Fermyon is a play on the particle physics term Fermion. The definition of the Fermion is better left to the article on Wikipedia I just referenced.

I took the picture of Subramanian and Singhal that accompanies this post with my Canon 5D Mark II camera, my Canon 50mm f:2.5 macro lens and my Paul C. Buff Einstein studio flash unit.

The location of the photograph is the Skydeck accelerator run by University of California Berkeley. Jeff Burton is the Executive Director of Skydeck, and Burton encourages me to write about the UC Berkeley affiliated companies that the accelerator houses in its exceptionally glorious 10,000+ square feet of penthouse office space. If you look out the window in the center of the picture, you will see the clock tower that serves as the focal point of the UC Berkeley campus. ShoppinPal is headquartered at Skydeck, but this is not an indicator that the team is reckless with its finances. To the contrary, it’s an indicator that the team is careful with its money since the company’s office space is provided for free by the University of California, from where Subramanian earned his Masters of Business Administration graduate degree. Skydeck gives free office space to only the companies it deems most likely to succeed.

I became aware of Subramanian over the last year because we both attend monthly Cal Founders meetings, which are designed to help founders and mentors be more successful in business. Subramanian and I are more acquaintances than friends since we’ve only met and spoken a handful of times. He learned of this blog and asked if I would write about his venture, and I agreed because I had become intrigued when he had introduced his company during the roundtable discussions at Cal Founders meetings. I disclose the circumstances of how we met to deflect any appearance of bias due to my already knowing Subramanian.

Global Social Venture Competition final presentations on April 12, 2013 in Berkeley, California USA

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Laura Tilghman, co chair of the 2013 Global Social Venture Competition, introduces the competing teams, April 12, 2013.

Laura Tilghman, co chair of the 2013 Global Social Venture Competition, introduces the teams, April 12, 2013

On Friday, April 12, 2013, I attended the 2013 final presentations by teams competing in the Global Social Venture Competition.

I was invited by Jennifer Walske, Faculty Director of the Global Social Venture Competition. Walske moderated the question and answer session between the judges and the competitors. I paid for a ticket to attend the event, but at a reduced rate as a member of the press — USD $49.50 rather than $99.00. Thank you to the organizers for the discount.

This event took place at the Haas School of Business on the campus of the University of California in Berkeley, California USA. Haas Dean Rich Lyons opened the event with some wise remarks.

Dean Rich Lyons, Molly Bode, Nick Cain and Laura Tilghman at 2013 Global Social Venture Competition, April 12, 2013

Dean Rich Lyons, Molly Bode, Nick Cain and Laura Tilghman at 2013 Global Social Venture Competition, April 12, 2013

This event was an all day affair, with keynotes, panels and even a debate. I arrived at 8am and left around 8pm.

This competition is the premier social venture competition in the world, and, according to the organizers, close to 650 teams from 37 countries competed. My friend Sara Olsen co-founded the competition while she was getting her MBA at the University of California Berkeley.

Keynote speaker Josh Nesbit at 2013 Global Social Venture Competition, April 12, 2013

Keynote speaker Josh Nesbit at 2013 Global Social Venture Competition, April 12, 2013

The morning keynote

Josh Nesbit, the CEO of Medic Mobile, gave one of the more uplifting keynotes I have heard in a while. I didn’t take notes so I am not prepared to summarize it, but he tells about a remarkable journey over the last four years or so where this non profit has improved the lives of tens of thousands of people in the developing world. The video of the talk should be posted to the Global Social Venture Competition website, or perhaps YouTube, by Friday, April 19, 2013, I’ve been told, so you’ll be able to watch it there. It’s well worth watching. I photographed Nesbit twice, and there is a more formal portrait of him at the bottom of this post.

The 6 final finalist teams

All 18 teams that traveled to Berkeley are finalists, and they all wore the same type of name badges. The 18 teams presented on Thursday, April 11, 2013, and the best 6 teams became what I will call the final finalists. In this post, I present short executive summaries of each of the 18 teams. This text was written by the teams themselves — I just copied it from the luxurious pamphlet distributed at the event. Normally, I place such text in quotes, but since this text compromises so much of this post, I am telling you here that the summaries are text I did not write.

The teams that advanced to the concluding round of judging are:

Faso Soap founders from the country Burkina Faso at  2013 Global Social Venture Competition, April 12, 2013

Faso Soap founders from the country Burkina Faso at 2013 Global Social Venture Competition, April 12, 2013

Faso Soap

1st place winner of USD $25,000; Blum Center for Developing Economies Peoples’ Choice Award of $1,500 — from the country Burkina Faso

According to the World Health Organization (WHO), about half of the world population is still at risk of contracting malaria. In 2010, among 219 million people affected, there were 660,000 deaths, of which 91% were in Africa where malaria remains the leading cause of death. Particularly vulnerable individuals are pregnant women, children under 5 and HIV patients. Considering this alarming report, Moctar Dembele and Gérard Niyondiko, two students from 2iE Foundation, have found an innovative solution through the project Faso Soap. The “soap of Faso” offers an innovative solution for the prevention of malaria, which takes into account financial constraints and cultural habits of African families. The company will produce and market both antibacterial and anti-mosquito soaps made with 100% local resources to integrate prevention against malaria in the daily lives of people most affected by this scourge. Faso Soap: “The action of a group, the future of an entire nation.”

Hannah Erickson and Eric Sorensen of Carbon Roots International at the 2013 Global Social Venture Competition, April 12, 2013

Hannah Erickson and Eric Sorensen of Carbon Roots International at the 2013 Global Social Venture Competition, April 12, 2013

Carbon Roots International

2nd place winner of USD $15,000 — Haiti

Carbon Roots International (CRI) started as an idea to explore the potential of carbon-rich char as a tool for international development. The idea evolved from a chain of emails between three friends, to meetings over lunch, to a trip to rural Haiti in 2010. Upon returning to the United States, CRI’s three co-founders established the organization to enable the adoption of char technologies in Haiti. CRI’s work served as the basis for co-founder Ryan Delaney’s Master’s thesis at Arizona State University’s School of Sustainability, and compelled another co-founder, Hannah Erickson, to pursue a graduate degree at the University of Michigan’s School of Natural Resources and Environment. After several years of refining technology and testing solutions, CRI has produced a feasible, scalable business plan that addresses two overlapping issues—charcoal fuel use and low agricultural productivity—which converge in Haiti, but are endemic throughout the developing world.

I guessed correctly that Carbon Roots would win 2nd place. I really like this company, which makes ‘green’ charcoal briquets out of agricultural waste, like sugar cane waste. The briquets look like small hockey pucks, and apparently burn as well as charcoal made from trees. Deforestation is a large problem, so Carbon Roots has the potential to help the planet on a meaningful scale.

Pulpworks, Inc., the third place winner at the 2013 Global Social Venture Competition, April 12, 2013

Pulpworks, Inc., the third place winner at the 2013 Global Social Venture Competition, April 12, 2013

Pulpworks, Inc.

3rd place winner of $7,500 — United States of America

PulpWorks: The planet is choking in garbage – toxic, enduring waste. And the single worst culprit is packaging – thirteen bathtubs full per year for each person on the planet; in the U.S. alone, 31 million tons of plastic waste was generated last year. PVC is the world’s leading toxic packaging material. Consumer packaged goods companies are seeking a cost-effective, sustainable replacement for their current unsustainable PVC packaging. To address this crisis, PulpWorks has created a compostable, all-pulp-and-paper alternative to toxic plastic (PVC) blister packaging. Our patent-pending package is, in essence, the “un-blister”. It showcases products in the same manner as traditional blister packs, but, rather than ending up in a landfill, the entire package can be composted after opening. Increasing consumer and regulatory pressure will eventually remove PVC from the marketplace. As designers and manufacturers of eco-friendly packaging, PulpWorks will reap the rewards of this marketplace shift.

This company has developed a way to turn paper pulp into appealing compostable packaging. The containers they showed me have a texture that is similar to cardboard egg cartons. The three presenters got a laugh out of the crowd when they said between the three of them they have 100 years of experience in business. I like this product, and I hope they succeed. Fortunately, the CEO, Paul Tasner, pictured above and individually below, has decades of experience in the packaging industry, and as a result, he has been able to get meetings with household name companies like Clorox.

The PulpWorks team traveled to the competition finals on Bart, the commuter train system in the San Francisco Bay Area, where the University of California is located.

Benjamin Cohen, Dori Pap and Travis Horsley at 2013 Global Social Venture Competition, April 12, 2013. Pap is a mentor for TOHL, Inc., one of the finalist teams, which is run by Cohen and Horsley.

Benjamin Cohen, Dori Pap and Travis Horsley at 2013 Global Social Venture Competition, April 12, 2013. Pap is a mentor for TOHL, Inc., one of the finalist teams, which is run by Cohen and Horsley.

Benjamin Cohen and Travis Horsley of TOHL, Inc - at 2013 Global Social Venture Competition, April 12, 2013. Photograph by Kevin Warnock.

Benjamin Cohen and Travis Horsley of TOHL, Inc - at 2013 Global Social Venture Competition, April 12, 2013

TOHL, Inc.

Chile

TOHL developed a patent-pending technology for installing pipelines cheaply, quickly sustainably, and in any location. This technology utilizes much longer segments of pipeline than what is traditionally used. Single segments of pipeline are manufactured in lengths of 500 meters to several kilometers, and these long segments are loaded directly onto large spools that are deployed via helicopter or truck. The pipelines have fewer connections, which decreases labor hours during installation and allows the pipelines to be in operation faster than is possible if using conventional infrastructure technology. The patent-pending helicopter installations method also allows for TOHL to access remote areas that previously could not be reached, which is significant, because valuable water sources are often inaccessible. Lastly, TOHL’s technology also offers the service of pipeline removal and re-use, when the pipeline is only needed for temporary applications. The tubing is re-spooled and recycled for other projects saving money and resources.

This is the team I thought would win 1st place. Drinking dirty water either kills or makes ill countless numbers of people. This company can install a flexible water hose by flying a helicopter from a source of clean water to where water is needed. Often, their services are needed after a natural disaster like an earthquake. It could take months to repair a permanent underground pipe that serves an area damaged in a quake. TOHL can install a pipe overground in minutes once everything’s set up. The technology is not new, as I learned the oil exploration industry has been using the technique for years to bring water to their drilling rigs that are often out of reach of conventional plumbing. What’s new with TOHL is their specialization on emergency installations. They have developed expertise working with local governments to get the necessary permits and easements, a process I suspect is so difficult that it will discourage cheap copycats from competing with their company. The company’s first efforts have been in Chile, most likely because they received startup financing and support as part of the well known Startup Chile program.

The TOHL team is operating with real paying customers. The team showed an impressive video where their rented helicopter drops down tubing from a giant spool that hangs below the aircraft like a water container on a fire fighting helicopter. The TOHL helicopter showed tubing can be set down even on the tops of trees — flat or smooth ground is not required.

If the tubing is made unnecessary after some months, perhaps by the broken underground pipes being restored, the tubing can be reeled back onto the spool for reuse elsewhere.

Amazingly, the tubing can handle being outside for 25 years.

Founders Benjamin Cohen and Travis Horsley were impressive, and I spent perhaps half an hour hearing about their exciting venture. I wish them well.

The TOHL team studied at the Georgia Institute of Technology (Georgia Tech), one of the 9 partner schools that together stage the Global Social Venture Competition. Each school sends a representative that works for the institution to the global finals. Georgia Tech sent Dori Pap, the Assistant Director of the Institute for Leadership and Entrepreneurship, pictured above with the TOHL team.

Reel Gardening team from South Africa at  2013 Global Social Venture Competition, April 12, 2013

Reel Gardening team from South Africa at 2013 Global Social Venture Competition, April 12, 2013

Reel Gardening

Reel Gardening is a manufacturing company that aims to make gardening simple. Its main product is a biodegradable strip that encases organic fertilizer and open pollinated seed at the correct depth in the soil, and the correct distance apart. Reel Gardening indicates where each plant will sprout allowing for watering to be localized, enabling a saving of 80% water in the germination phase. The strip also helps restore soil fertility as the paper breaks down and the vegetable based inks and organic fertilizer seep into the soil. The Reel Gardening team is made up of Claire Reid (Inventor and Founder), Sean Blanckenberg (Director at Reel Gardening), Emily Jones (Project Manager at Reel Gardening), Greg Macfarlane (Financial Advisor) and Dianna Moore (Business Advisor).

CSA Munching Box finalist team at 2013 Global Social Venture Competition, April 12, 2013. Photo by Kevin Warnock.

CSA Munching Box finalist team at 2013 Global Social Venture Competition, April 12, 2013. Left to right: Kongkrai Maksrivorawan, Sanjay Popli, Lalana Srikam and Niteepong Techamontrikul. Team member Bryan Hugill not shown as his visa didn't arrive in time for him to attend the event.

CSA Munching Box

CSA Munching Box is a community-supported agriculture (CSA) program providing weekly subscription-based delivery of seasonal, organic fresh fruit and vegetables direct from the farms to customers’ doorsteps and bringing the customers closer to our farmer networks in rural areas. We also serve as a distribution platform linking artisanal food producers to the urban market. Additionally, CSA Munching Box brings positive social impacts to its partners. We also use packaging made from recycled materials as well as deliver our products via bicycle couriers to reduce carbon footprint. The primary target customer group is the health-conscious and discerning consumers in major cities across Thailand. This group tends to have more knowledge about CSA, appreciates the concept, and possesses higher purchasing power.

The 12 finalist teams

Eighteen teams traveled to Berkeley for the final two rounds of the competition. On Thursday, April 11, 2013, six teams advanced to the concluding round of judging. The twelve teams that did not advance each got to deliver their pitch to all the attendees. The 12 finalists are:

AtRuim finalist team at 2013 Global Social Venture Competition, April 12, 2013

AtRuim finalist team at 2013 Global Social Venture Competition, April 12, 2013

Sangjae Park and Sung Jun of AtRium from South Korea at 2013 Global Social Venture Competition, April 12, 2013

Sangjae Park and Sung Jun of AtRium from South Korea at 2013 Global Social Venture Competition, April 12, 2013

AtRium

South Korea

The low income families in the world’s cold regions suffer not only from cold weather but also from problems such as fuel costs, illness, and pollution due to their outdated, inefficient stove heating system. AtRium addresses these socio-economic and environmental issues through an affordable heat absorber, G-saver, which is developed based on appropriate technology. Our primary target is Mongolian households living in a “Ger.” Later we will expand to other cold regions such as Inner Mongolia and Kazakhstan, and also to developed countries with our technology. Built on a consortium among Good Neighbors (NGO), Good Sharing (Social Venture), and Korea Advanced Institute of Science and Technology (Academia), we aim to contribute to building a sustainable ecosystem that balances economic and social values by pursuing sustainable profit generation, improving the quality of life of low income families, protecting the environment, and developing local economy in cold regions.

Pasquale Fedele and Jarrod Fath of BrainControl, from Italy, at Global Social Venture Competition, April 12, 2013

Pasquale Fedele and Jarrod Fath of BrainControl, from Italy, at Global Social Venture Competition, April 12, 2013

Jarrod Fath and Pasquale Fedele of BrainControl from Italy - at 2013 Global Social Venture Competition, April 12, 2013

Jarrod Fath and Pasquale Fedele of BrainControl from Italy - at 2013 Global Social Venture Competition, April 12, 2013

BrainControl

Italy

BrainControl is a breakthrough technology that gives disabled people the power to control objects with their minds, allowing them to control a communicator, domotic devices (lights, doors, windows, alarms, temperature, bed position, etc.), wheelchairs, and other assistive technologies. Based on a proprietary Brain-Computer Interfaces technology (BCI), BrainControl interprets the electric map that correspond to certain brain activity and allows patients to control a tablet PC through specific thoughts, overcoming physical disability, and improving communication and environmental control. The focus is on assistive applications for people affected by degenerative neuromuscular disease (multiple sclerosis, amyotrophic lateral sclerosis – ALS) and ischemic or traumatic injury, which each year affects more than 3 million patients. BrainControl is the world’s first assistive technology that is usable by people who cannot move any muscles or communicate, but who are consciously aware, a state called “locked-in” or “apparent coma”.

Jackie Stenson of Essmart Global from USA and India - at 2013 Global Social Venture Competition, April 12, 2013

Jackie Stenson of Essmart Global from USA and India - at 2013 Global Social Venture Competition, April 12, 2013

Essmart Global

United States of America / India

Essmart: Millions of people have unmet essential needs, such as clean water and safe, reliable lighting. Hundreds of essential technologies that meet these needs already exist, such as non-electric water filters and affordable off-grid solar lanterns. However, these technologies are not reaching the people they were designed to benefit. Essmart builds an essential marketplace for these products in places where people already shop – their local retail shops – so that everyone can access them.

Botao Liang of E-Lamp from China - at  2013 Global Social Venture Competition, April 12, 2013

Botao Liang of E-Lamp from China - at 2013 Global Social Venture Competition, April 12, 2013

E-Lamp

China

E-Lamp is an intelligent lighting control system. It can adjust the color and brightness level of the LED light source by remote control using a mobile device. It can be used in agriculture: as the population of the world continues to grow, more food and crops are needed. As plants at different growth stages require specific spectral and wavelength, production could be sped up using E-Lamp’s adjustment of light intensity and spectral wavelength. The mobile device remote control can be used in agricultural greenhouses to centralize control of E-Lamp equipment in a single region or multiple regions to make the management more convenient. E-Lamp also can be used to improve disabled people’s daily life, allowing them to easily control the light and adjust the color to match their mood, even for psychological treatment.

Venkateswara Rao of Damascus Fortune from India at 2013 Global Social Venture Competition, April 12, 2013

Venkateswara Rao of Damascus Fortune from India at 2013 Global Social Venture Competition, April 12, 2013

Damascus Fortune

India

We at Damascus Fortune not only clean the planet, but have made the whole carbon conversion process profitable. We sequester carbon from carbon emitting industries and convert it into one of the strongest materials known to man – carbon nanotubes, carbon fibers and carbon nanorods. Our products are ultra-low cost as we use the waste emission and heat from the industry itself. We wish to start a composite manufacturing plant from in-house manufactured carbon structures to cater to automobile, aircraft, construction and other industries. We are seeking support to scale into new markets globally.

Armel Guenguara, left, founder of Nafa Naana, at 2013 Global Social Venture Competition, April 12, 2013

Armel Guenguara, left, founder of Nafa Naana, at 2013 Global Social Venture Competition, April 12, 2013

Nafa Naana

Burkina Faso

In Burkina Faso, households still rely on firewood for 90% of their energy consumption, thus contributing to irreversibly damaging their forest ecosystems. Toxic fumes from burning wood are harmful for people and issues faced in supplying fuel (for cooking and lighting) are a precariousness factor, particularly for women. Solutions do exist but remain out of reach for the most vulnerable populations.  Nafa Naana – which means “gains made easy” in local language – mission is to make clean and affordable energy products (energy-efficient stove, gas stove, solar lamps…) available to even the poorest households. The distribution channels are based on retailers operating as social microfranchisees and on direct sales to women’s groups. Financial barriers – for end-users, retailers and producers – are removed through the use of microcredit and savings mechanisms.

Meme B. Ortis, co-founder of Jorsey Ashbel Farms, delivering his Peoples' Choice winning pitch, at 2013 Global Social Venture Competition, April 12, 2013

Meme B. Ortis, co-founder of Jorsey Ashbel Farms, delivering his Peoples' Choice winning pitch, at 2013 Global Social Venture Competition, April 12, 2013

Jorsey Ashbel Farms

Center for Responsible Business Quick Pitch Award of USD $1,000 — Nigeria

Jorsey Ashbel Farms (JAF) is an unconventional livestock farm pioneering a groundbreaking approach to tackling the poverty problem of Protein-Energy Malnutrition, which affects millions of disadvantaged children and women. JAF produces Nigeria’s cheapest livestock products using an innovative, scientifically proven, low-cost livestock feed production technique combined with an innovative deployment strategy.

Meme B. Ortis in my mind really deserved this award. He was the most intense and passionate of all the 18 speakers. You can see his energy in the picture of him just above. He was constantly using his hands to make his point, and his voice was powerful and resonant. I was so happy I got to meet Ortis to photograph him.

We had a great conversation about those pesky emails everyone receives asking for help moving millions of dollars for a percentage. He said he has several of them in his email box right now. I shared with him the story of a guy that turned the tables on the spammers by getting them to write out in longhand one of the Harry Potter books. He had not heard about that reverse scam. If you haven’t heard about it either, I promise you’ll enjoy the story.

Here’s the summary: a guy gets a scam email and replies he’s too busy to help because he’s busy providing handwriting samples at $100 a page to improve a company’s handwriting recognition software. Soon, the scammer is asking to join in providing samples, and he ends up writing out with a pen the text of a 293 page novel, hoping to collect tens of thousands of dollars. Of course, he never is paid for his work, which is retribution for him scamming others out of their money via his emails.

From the summary written by the team, you wouldn’t guess what they really do, which is fascinating.

There is protein rich food inside a mango seed. The company opens the seeds, which apparently are not costly and are plentiful, and extracts the presumably mushy contents. That contents are so acidic it will kill chickens that eat it directly, but Jorsey Ashbel Farms has developed a method to process the extract so that chickens can safely and productively eat it. Even though this sounds like a lot of trouble, I learned there is a big cost savings versus feeding chickens corn. JAF runs a farm where they grow mangos and raise 10,000 chickens, in harmony. I would love to visit their operation to see this wonderful sounding operation first hand.

I forgot to tell the founders that I raise four chickens for eggs in my backyard in San Francisco. My chickens eat chicken feed from a bag, not mangos, however.

Ortis’ co-founder Ashbel Ayuba, pictured in the portrait section below, was the most stylishly dressed of the competitors, and had on a pair of highly polished green leather shoes made from the hide of an animal I could not identify. They looked like something rock star Prince would wear. In the early 1990s I saw Prince hanging out as a regular customer in the trendy nightclub Les Bains in Paris, France, and he had on some similarly wild boots, which matched his pants, which matched his coat with tails. He carried a golden walking stick, and had beefy bodyguards on either side, but nobody paid him any attention, as I don’t think he was famous yet in Paris. I told my French friends the next morning that I had seen Prince, and not one of them knew of him. I was ten feet from Prince dancing for an hour, so I am 100% certain it was Prince.

I stopped Ayuba on the stairs and asked to photograph him before I even knew what company he was part of — I just love his look and attitude. I told him he looked like what I would imagine an African James Bond would look like. He enthusiastically pumped his fist in the air and said ‘YEAH!!!’

I love being a photographer.

Woof founder from Hong Kong at 2013 Global Social Venture Competition, April 12 2013. Photo by Kevin Warnock.

Woof founder from Hong Kong at 2013 Global Social Venture Competition, April 12 2013

WOOF

Hong Kong

WOOF is a premium fashion brand producing elegant, yet quirky and fun fashion accessories. What makes us different is that our line of goods is produced by Chiengora (dog hair). WOOF’s raw material is collected from various grooming stores and animal welfare organizations. The grooming division of our current NGO partner, the Society for the Prevention of Cruelty to Animals (SPCA), provides over 60% of the dog hair raw material for WOOF production. WOOF ensures that all our sources of material are 100% animal-friendly. WOOF production is a technology innovation. We are currently co-developing the machine spinning technology with our academic partner, the Institute of Textile and Clothing (ITC) from the Poly University of Hong Kong. Through fashion, WOOF aims to change attitudes towards animals. We aim to do this through two means: 1) reducing animal surrenders and increasing animal adoptions, and 2) improving the living conditions of animals.

Wedu founder from Thailand at Global Social Venture Competition, April 12, 2013. Photo by Kevin Warnock.

Wedu founder from Thailand at Global Social Venture Competition, April 12, 2013

Wedu

Thailand

Wedu catalyzes the next generation of local female leaders by providing innovative financing options for university and the lifelong support of mentors. We create a sustainable and positive cycle of development by identifying girls committed to local issues; investing in their education; mentoring them to lead and creating incentives for them to repay the funds to serve more girls. We envision a world where people from the most underprivileged backgrounds have the tools to change their lives and their home country by being masters of their own development. We started operations in Cambodia and Myanmar, built partnerships from the U.S. to Japan, united a league of extraordinary advisers and mentors from the Acumen Fund, Husk Power Systems, Unreasonable Institute and beyond. Wedu is Social Enterprise Startup of 2012 at Cambridge University, GSVC-SEA Winner, Semi-Finalist for the Echoing Green Fellowship and in the Top 10 Global Solution Award at Women Deliver 2013.

Vi-Care founder, from India, at Global Social Venture Competition, April 12, 2013. Photo by Kevin Warnock.

Vi-Care founder, from India, at Global Social Venture Competition, April 12, 2013

Vi-Care

India

Vi-Care is a one-of-a-kind company in India, and is on its way to formation to provide a low cost solution to address the problem of high infant mortality due to pneumonia in rural India. Vi-Care focuses on implementing a cost effective solution for the timely detection of pneumonia in infants, keeping in mind the lack of healthcare infrastructure in rural areas. Vi-Care’s solution involves the use of ubiquitous mobile phones to detect pneumonia in infants. Vi-Care provides a unique diagnostic application (i-Treat) capable of performing preliminary but informative diagnosis of pneumonia without requiring any external infrastructure or expert intervention, thereby greatly improving the chances of survival of infants in rural areas. The value proposition of Vi-Care rests upon providing an unrivaled, cost-effective approach to timely detect pneumonia in low-income, rural areas, keeping in mind the financial constraints of the people.

Sunshine Library Rural Digital Education Initiative team at  2013 Global Social Venture Competition, April 12, 2013. Photo by Kevin Warnock.

Sunshine Library Rural Digital Education Initiative team at 2013 Global Social Venture Competition, April 12, 2013

Sunshine Library

China

Sunshine Library Rural Digital Education Initiative (Sunshine Library) is a social venture seeking to improve rural education in China via modern technology. We aim to provide a comprehensive education solution to under-resourced, rural schools using specially designed tablet PCs. Sunshine Library does not only provide tablet PCs for under-resourced schools, nor do we place our volunteer teachers in rural schools. Leveraging information technology, we provide an integrated solution with a sustainable model of operation. We designed a tablet PC, the Sunbook, and educational apps customized to the needs of students, teachers, and schools in rural setting. Then, we deliver the tablets with Internet access to rural students, new teaching methods to teachers, and extensive educational resources to schools, hoping to eliminate education inequity. Now, we have provided 2,000 tablets for students and teachers in 4 rural schools in western China.

Lorenzo Di Ciaccio and Alessandro Gaeta of Pedius from Italy at Global Social Venture Competition, April 12, 2013. Photo by Kevin Warnock.

Lorenzo Di Ciaccio and Alessandro Gaeta of Pedius from Italy at Global Social Venture Competition, April 12, 2013

Pedius

Italy

Pedius is a communication system helping deaf people to make normal phone calls, using voice recognition technologies and speech synthesis. Pedius’ users can call all emergency numbers for free, as well as all partner companies supporting our accessibility program who agree to pay a fee and provide users a toll free access number. Users can also call private numbers, paying an affordable fee comparable to what is offered by VoIP communication providers. The goal of Pedius is the reduction of communication barriers for deaf people, enabling phone services for all and at the same time increasing the visibility of our accessibility partner companies.

I like this company. It turns out the founders know my friend Dan Luis, who used to be CEO for years at Purple, the company that bought my first Internet startup Hotpaper.com, Inc. Purple is in roughly the same business as Pedius, but Purple uses people to bridge connections between parties, while Pedius uses software.

The panels and debates

As I mentioned above, this event filled a day. There were panels and debates on social entrepreneurship. I stepped in briefly to take some pictures, but sadly, I did not have time to watch the events, with the exception of the morning keynote. I was busy either photographing or rounding up the subjects nearly all day.

Agricultural solutions for addressing poverty workshop at the 2013 Global Social Venture Competition, April 12, 2013, held at University of California, Berkeley

Agricultural solutions for addressing poverty workshop at the 2013 Global Social Venture Competition, April 12, 2013, held at University of California, Berkeley

Social enterprises in the developing world panel at 2013 Global Social Venture Competitiion, April 12, 2013, Anderson Auditorium, Haas School of Business, University of California Berkeley

Social enterprises in the developing world panel at 2013 Global Social Venture Competitiion, April 12, 2013, Anderson Auditorium, Haas School of Business, University of California Berkeley

Individual portraits

I took all the pictures that illustrate this blog post. I like very much to photograph people, and entrepreneurs are among my favorite subjects. I asked all of the subjects you see here for permission to photograph them, with the exception of the shot with Dean Rich Lyons, which I captured by standing alongside the official paid photographer, my longtime friend Bruce Cook. He set that shot up, and I simply asked the subjects to look at my camera after Cook was done getting his shots.

I took individual photographs of some of the founders, and I present those images to conclude this post. I gave permission to the subjects for them to use the pictures, so I hope to see these images on their websites and elsewhere around the web. Thank you to all the subjects for being so patient with me to get these results.

Sung Jun, CEO of AtRium from South Korea, at the Global Social Venture Competition, April 12, 2013

Sung Jun, CEO of AtRium from South Korea, at the Global Social Venture Competition, April 12, 2013

Paul Tasner, CEO of Pulpworks, Inc. at Global Social Venture Competition, April 12, 2013

Paul Tasner, CEO of Pulpworks, Inc. at Global Social Venture Competition, April 12, 2013

Elena Olivari, Vice President of Research and Development at Pulpworks, Inc. at Global Social Venture Competition, April 12, 2013

Elena Olivari, Vice President of Research and Development at Pulpworks, Inc. at Global Social Venture Competition, April 12, 2013

Travis Horsley of TOHL, Inc. at 2013 Global Social Venture Competition, April 12, 2013

Travis Horsley of TOHL, Inc. at 2013 Global Social Venture Competition, April 12, 2013

Ashbel Ayuba, co-founder of Jorsey Ashbel Farms, at 2013 Global Social Venture Competition, April 12, 2013

Ashbel Ayuba, co-founder of Jorsey Ashbel Farms, at 2013 Global Social Venture Competition, April 12, 2013

Lalana Srikam, CEO of finalist team CSA Munching Box from Thailand, at the 2013 Global Social Venture Competition,  April 12, 2013

Lalana Srikam, CEO of finalist team CSA Munching Box from Thailand, at the 2013 Global Social Venture Competition, April 12, 2013

Meme B. Ortis (Note: his name may be Blessing Oritseweyinmi as that's what his nametag said. But I had him write his name for me, and he wrote Meme B. Ortis, so I don't know which is correct) the co-founder of Jorsey Ashbel Farms at  2013 Global Social Venture Competition, April 12, 2013

Meme B. Ortis (Note: his name may be Blessing Oritseweyinmi as that's what his nametag said. But I had him write his name for me, and he wrote Meme B. Ortis, so I don't know which is correct) the co-founder of Jorsey Ashbel Farms at 2013 Global Social Venture Competition, April 12, 2013

Lorenzo Di Ciaccio the CEO of Pedius at 2013 Global Social Venture Competition, April 12, 2013

Lorenzo Di Ciaccio the CEO of Pedius at 2013 Global Social Venture Competition, April 12, 2013

Eric Sorensen, Executive Director of Carbon Roots International, at Global Social Venture Competition, April 12, 2013

Eric Sorensen, Executive Director of Carbon Roots International, at Global Social Venture Competition, April 12, 2013

Claire Catherine Reid, Managing Director of Reel Gardening from South Africa, at Global Social Venture Competition, April 12, 2013

Claire Catherine Reid, Managing Director of Reel Gardening from South Africa, at Global Social Venture Competition, April 12, 2013

Pasquale Fedele, CEO of BrainControl, at 2013 Global Social Venture Competition, April 12, 2013. Photographed at International House near the UC Berkeley campus.

Pasquale Fedele, CEO of BrainControl, at 2013 Global Social Venture Competition, April 12, 2013. Photographed at International House near the UC Berkeley campus.

Benjamin Cohen, CEO of TOHL, Inc., at the 2013 Global Social Venture Competition, April 12, 2013

Benjamin Cohen, CEO of TOHL, Inc., at the 2013 Global Social Venture Competition, April 12, 2013

Portrait of keynote speaker Josh Nesbit at 2013 Global Social Venture Competition, April 12, 2013, University of California Berkeley

Portrait of keynote speaker Josh Nesbit at 2013 Global Social Venture Competition, April 12, 2013, University of California Berkeley

I used my Canon 5D Mark II camera to take these pictures. The group shots were taken with a Canon 50mm macro lens. The individual shots were taken with a Canon 80-200mm f:2.8 L zoom lens. The wide shots were taken with a Canon 16-35mm f:2.8 L zoom lens. I upload pictures to this blog at camera resolution of 21 megapixels. Click on the pictures to load the full size versions, which are larger than the versions you see by default. I pursue blogging and photography as a hobby.

I am sorry I could not photograph everyone. I would have liked to photograph all 18 teams properly, like I do when I attend the 500 Startups Demo Days.

I really enjoyed this event. It was exciting to meet people from around the world. I invite everyone I met, if allowed in your country, to friend me on Facebook so we may stay in touch. Thanks and good luck!

Letter by Kevin Warnock to Jayne Salinger of the San Francisco Bar Association concerning the San Francisco Mock Trial

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Moderator for San Francisco Mock Trial 2012 finals, February 23, 2012 at Golden Gate University. Photo by Kevin Warnock.

Moderator for San Francisco Mock Trial 2012 finals, left, February 23, 2012 at Golden Gate University. Photo by Kevin Warnock.

Dear Jayne Salinger,

We have never met.

You wrote the following brief statement to me via a Facebook message on February 27, 2012:

“Hi Kevin,

I am the director of the mock trial program you attended last week. Thank you for taking such wonderful photos. Unfortunately these photos cannot be made public as the students are minors. And including their names is also not advisable. Can you plesae cease in posting these photos and remove where applicable?

Thank you.
Jayne Salinger
The Bar Association of San Francisco”

You wrote to me because I wrote on February 24, 2012 this article about the 2012 public finals competition for the San Francisco Mock Trial program. I illustrated the article with photographs that I took at the mock trial, including those shown here. You said that because the students are minors that my photographs cannot be made public. This blog is public.

When I first read your message, I wondered if I had done something wrong by posting the pictures. So, I did some searching and found around 89 pictures of the 2011 San Francisco Mock Trial finals, on that program’s Facebook page. Presumably most of these photographs are of minors, since the Mock Trial program is for high school students. I presume you are aware of the contents of the Facebook page for the mock trial program that you direct.

Student playing a police officer explains exhibit to Havel Weidner at San Francisco Mock Trial, February 23, 2012. Photo by Kevin Warnock.

Student playing a police officer explains exhibit to Havel Weidner at San Francisco Mock Trial, February 23, 2012. Photo by Kevin Warnock.

I also thought back to my four years as a staff photographer for the newspapers at the high schools I attended — Lab School at the University of Chicago and McAteer High School in San Francisco. The photograph captions typically identified the subjects by first and last name, so I knew that at least back then the practice was permitted.

Today, February 25, 2013, I discovered that student journalists still name students fully, in stories and and captions accompanying photographs, because I found via Google the article Case closed – Mock trial dominates in the high school newspaper published by Lowell High School. This Lowell newspaper article is publicly accessible on the Internet.

Lowell High School won the 2012 San Francisco Mock Trial championship, and later won sixth place in the California competition.

Since my research I conducted after receiving your message indicated I was most likely allowed to post student pictures to my blog, I put aside your message.

I did not reply to you at the time, but I always intended to address your concern.

My plan was to speak with you in person about this matter, at the San Francisco Mock Trials final this year — 2013. My reasoning for meeting you in person was so that you would be able to hopefully directly assess my character.

Last year, as I wrote on my blog, I discovered the Facebook page for the Mock Trial program in San Francisco. I ‘liked’ the page back then, so I have been getting status updates ever since. Today, I got a status update saying that Round III is coming up. Sadly, unlike last  year, dates and times are no longer listed. Last year the page listed the time and date in the following status update before the trial:

“Congratulations to Lowell and School of the Arts for making it to the final round of the 2012 Mock Trial Tournament! Final round is TONIGHT at Golden Gate University Law School, 536 Mission, Room 2203. Teams from Lowell and SOTA may arrive at 5:45 to set up; guests/spectators may arrive at 6 p.m. to get a seat. The round will start at 6:30. Good luck to both teams!”

I could not find any information anywhere on the Internet about when the finals are to be held this year, which meant I could not meet you in person as I planned to do.

I believe strongly that the Mock Trial finals should be public, and to encourage that, I wrote this post.

Had the finals been public this year, I would have attended again, and I would have found you there and spoken with you at some length, which would have obviated my need to write this post.

San Francisco Mock Trial February 23, 2012. Photo by Kevin Warnock.

San Francisco Mock Trial February 23, 2012. Photo by Kevin Warnock.

My blog post last year was good press, and you should have welcomed the post, and you should further have linked to it from the Mock Trial Facebook page and from the San Francisco Bar Association page for the Mock Trial Program.

Getting press is difficult.

Getting press is important to success in life.

I see that Mock Trial has received almost no press, outside of student newspapers. Student newspapers count, of course, but coverage by unrelated journalists like me is far more credible.

Chuck Rasnikof, a political science teacher at Lowell, sat next to me while I was covering and photographing the 2012 Mock Trial finals. We spoke for twenty minutes, and had a good conversation.

I told Rasnikof how I was invited to the Mock Trial finals by Devon Ivie, an exceptionally impressive high school senior I had met February 22nd. Ivie struck up a conversation with me on the MUNI Metro while she was on her way home after the final practice session for the trial. McAteer High School used to be in the same building where she was attending high school at the time, School of the Arts (SOTA), so we had something in common. She shared with me her plans after high school. She told me about her affection for playing the flute. She told me about Mock Trial, and sold me on the wisdom of personally attending the finals. Finally, she told me her name, which made it easy for me to ‘friend’ her on Facebook. She accepted my friend request the next morning, before the finals that evening.

After the finals were over, I said hello to Ivie and her real-life lawyer mentor. I asked Ivie to find her teammate Havel Weidner so that I could meet him.

Weidner was a key participant in the trial, and to my ear, played the most significant role in the outcome. I wanted to interview Weidner to confirm my understanding of his closing remarks.

That night I edited the pictures and wrote the blog post, since I knew there would be interest in the pictures. After four hours of concentrated writing and Photoshop editing work, around 3am the next morning I published the post, which I intended to be the first of two posts.

I also posted the pictures to my Facebook account.

Havel Weidner and others at San Francisco Mock Trial, February 23, 2012. Photo by Kevin Warnock.

Havel Weidner and others at San Francisco Mock Trial, February 23, 2012. Photo by Kevin Warnock.

Ivie and some of her friends discovered the pictures I posted to Facebook, and there was a flurry of sharing and her friends asking my permission to tag themselves, which I granted.

I suspect that you discovered my blog post through Facebook, since I link to my blog from my Facebook account.

I even got a Facebook friend request from Ivie’s friend Christina Rey. I had not met Rey, but I remembered her speaking during the trial. I accepted her request.

Then, about the time you sent your message above asking me to take down my pictures and remove the names, both Ivie and Rey defriended me.

I have not been in touch with Ivie, Rey or any of the other mock trial students since then.

It’s extremely rare for people I know that I have met in person to defriend me, and since it happened around the time you wrote to me, that makes me think you or other trial organizers had a hand in that. There was no independent reason I can think of for Ivie and Rey to defriend me, as I had just portrayed them well in front of all their friends and made them ‘famous.’

Here is my guess as to what happened:

You saw my Facebook pictures of the trial and the rapid sharing and tagging going on. You found out that I am not connected to the competition. You concluded my picture postings were undesirable. You persuaded Ivie and Rey to question their decisions to share and publicize the pictures, which they probably perceived as ‘getting in trouble.’ You may have even told them to defriend me, but even if you didn’t order them to defriend me, you probably made them feel like they did something wrong and that it was smart to distance themselves from me.

I meet dozens of impressive university students per year, and I end up helping and mentoring a small percentage of them.

I was so impressed with Devon Ivie that I was planning to help her, though I never got an opportunity to offer my help. Thus, it was sad and it remains sad that I have lost contact with her before I was able to speak with her for more than half an hour. I did determine that she warrants my assistance, from my conversation on the metro and from watching her perform very admirably during the trial. She is articulate and impressive.

If my guess as to what happened is true, then I ask that you handle future similar situations much differently.

Students about to graduate from high school are not young children that should not appear on the Internet. Instead, they are nearly adults, probably just months away from adulthood. These particular students are among the most legally savvy minors I have ever encountered. They argued their case exceptionally well.

These students did not and do not need ‘protection’ from the modern press, of which I am a part. To the contrary, they should be encouraged to solicit press coverage when appropriate.

There were unfilled seats in the auditorium at Golden Gate University where the 2012 finals took place. Those seats should be filled, when possible, with reporters, bloggers and other journalists. I suggest that during Mock Trial you train students to interact with the press. Real lawyers have to contend with the press, since cases sometimes are partly ‘tried in the press.’

But even leaving out high profile cases that are partly tried in the press, there is legitimate value in having students try to get bloggers and reporters to attend the finals. For example, consider these benefits:

  • Learning how to contact and form a relationship with journalists
  • Learning how to pitch a story
  • Learning how a published story can help or damage a mission
  • Publicizing accomplishments for the benefit of university admissions officers, employers and others who will be searching for information on the students for the rest of their lives
  • Helping schools fund raise from alumni and others by giving schools stories they can point to that demonstrate success of school programs

High school students don’t get many opportunities to be featured in the press. When seniors in high school go on to become freshmen in college, the likelihood of coverage in the press temporarily goes down, I fear. Only as university students establish themselves are they likely to be featured in the press. Years pass. Lessons about nurturing the press are not typically taught in university, and time is money, so teach students about the power of the press now, which you still have a chance.

I have been a journalist for years — since I was 13 if you go back to when I joined the newspaper staff for the Midway at Lab School.

Ms. Salinger, your Facebook post to me is the first and only attempt somebody has made to stifle my efforts.

I was and remain shocked.

Thankfully I kept my blog post from February 24, 2012 on my blog, which gets hundreds of viewers everyday.

While preparing this post, I discovered that  you named SOTA student Havel Weidner in your Internet post Mock Trial Coaches Help Students Increase Diversity Pipeline from May 2012, after your message to me.

I find it curious that you feel it is alright for you to name a presumably minor student, but an actual journalist cannot.

Note that I never wrote the second post I said above that I had intended to write. I was planning to write up the actual case, and comment in detail on the performances by the many student participants. That post would have easily taken eight hours to write, but after your discouraging February 27, 2012 Facebook message, I chose to not write the post, as I didn’t want to be criticized a second time for my writing. I also didn’t want to irritate a bunch of smart lawyers, so I censored myself, for which I am embarrassed. I should have written that post. I cannot write it now because I have forgotten too many details to write a quality article.

I acknowledge that I make a lot of guesses in this post. I apologize if I have guessed incorrectly. But even if I missed the mark on exactly what happened and when, my advice that you should encourage press coverage of the Mock Trial finals stands.

The performances I observed at the 2012 Mock Trial finals were the most impressive performances I have ever seen by a group of high school students. That what used to be McAteer High School is now churning out students so impressive gives me hope for humanity. McAteer was a dreadful and simply awful school, and it’s only through my attendance at Lab School earlier that I am able to write this blog.

The San Francisco Unified School District should be promoting Mock Trial as well. The district gets beat up in the press, and Mock Trial is so good that it should be featured prominently in the district’s public relations efforts.

According to Facebook, Devon Ivie is friends with Jasmine Lee Lee, a freshman at University of California Berkeley. Lee also graduated from School of the Arts. I met Lee in January, as she is the co-founder of an Internet startup headed by my friend Iskander Rakhmanberdiyev. I mentor Rakhmanberdiyev, and Lee has watched me advise Rakhmanberdiyev and others. I mention this news, which I only discovered today while writing this post, to give you a sense as to who I mentor and about what subjects I can advise.

Devon Ivie at San Francisco Mock Trial finals, February 23, 2012. Photo by Kevin Warnock.

Devon Ivie at San Francisco Mock Trial finals, February 23, 2012. Photo by Kevin Warnock.

If you or anyone organizing the mock trial did not praise Devon Ivie for her outstanding work in getting me to cover the 2012 San Francisco Mock Trial finals, then please contact her and heap some praise upon her – in writing and by phone if you can spare a moment.

From where I sit, Ivie is a rising star, and her outgoing nature that led her to strike up a conversation with me should be strongly and repeatedly encouraged, for that nature will bring many successes to her in life.

Thank you for reading this and please appreciate I am a huge fan of the success that is Mock Trial. That evening a year ago was one of the highlights of 2012.

Kevin Warnock

PS – My advice for Jayne Salinger applies everywhere impressive adolescents are found. It is wrong for society to try to ‘protect’ people like these students by keeping their names and pictures off of the Internet until they become adults. For better or worse, the Internet is like a credit report, only more important. People perform searches on other people, and they always will. If new adults have no report because they have no presence on the Internet the day they turn 18, that harms society. Of course, young people need to be educated about the perils of the Internet as well. People should not post material that reflects poorly, since such material has a tendency to last forever. These students at Mock Trial were likely putting their very, very best foot forward, which makes my blog posts about them ideal early installments for their Internet ‘reports.’

Kevin Warnock photographed by Alice Marie Smith at Brooks Institute in Santa Barbara, California USA

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Kevin Warnock photographed by Alice Marie Smith in 1986 at Brooks Institute in Santa Barbara, California USA - picture 2

When I was 23 years old and a student at Brooks Institute, the scam for-profit photography college in Santa Barbara, California, USA where I spent three wasteful years, I had the incredible fortune to be photographed by one of the few students I thought was a good photographer.

Alice Marie Smith was not only the most attractive woman at Brooks, but her work stood out.

I had a crush on Smith, but I was too shy to do anything about it.

My how my life has changed over the years — my shyness has evaporated, and I can now approach even the most beautiful women wherever I encounter them, even at the grocery store or on the street or on public transportation.

I don’t recall how Smith asked me to model for her, but I do remember it was her idea — I did not ask her to photograph me. I was actually very surprised to be asked, since she was not in my class and we didn’t know each other well.

We did the shoot one evening in one of the deserted on campus school studios. That the studios were deserted in the early evening should tell you something about Brooks Institute and its students. A real educational institution would have been humming with activity well into the night like I routinely see at University of California Berkeley, where I volunteer.

Smith used a 35mm camera with infrared film, something I never tried, and something Brooks should have insisted every student try.

Kevin Warnock photographed by Alice Marie Smith in 1986 at Brooks Institute in Santa Barbara, California USA - picture3

Smith gave me three lovely signed 11 x 14″ fiber based gelatin silver prints. I have kept these prints safe all these years, and yesterday I scanned them to present to my readers. The images are in perfect condition. I scanned these prints at between 300 and 600 dots per inch. Click on the pictures to see them at full size. You can see the distinctive grain pattern produced by 35mm infrared film.

In the second picture above and the picture below, I am wearing a green wool army surplus trench coat. My head is nearly completely shaved, as I was going for the punk rock — but not skinhead — look at the time.

In the first picture above I am wearing a Burberry brand tweed trench coat. This coat was surely quite costly new, probably over USD $1,000 in today’s dollars, like this one sold by Bloomingdale’s department store. I bought my Burberry coat at a thrift store for pennies on the dollar.

While at Brooks I took a self portrait of just my legs and feet, with a wingtip shoe on one foot and a combat boot on the other. I still have my feet in two worlds as you can learn from my writings on this blog. See that self portrait at the bottom of this post. This is also a scan of a silver gelatin fiber paper print. I still have the original 4 x 5″ negative, but I don’t have a film scanner. I do plan to scan many of my negatives once I get a scanner — I have hundreds of publication ready shots from when I shot film, and since many of my best shots were taken with a large format view camera, I will be able to present some very high resolution images.

Keep in mind that infrared film produces a dramatic but inaccurate rendition of subjects. These pictures make me look severe, but in reality I was not. I was fresh faced and cute back then, which was a good thing or I wouldn’t be so youthful looking today.

If you are considering attending a private for-profit art school, I implore you to forget it!

If you are already a student at a for-profit art school, drop out today without giving them another penny, and consider your already paid tuition the cost of a valuable life lesson.

If you have no idea what art school is like, watch the movie Art School Confidential, written by Daniel Clowes, who went to Lab School a couple of years ahead of me. I didn’t know Clowes while we were both at Lab, but I have met him several times, since he’s married to the cousin of my friend Mariana Cartwright.

I dropped out of University of California Los Angeles to go to Brooks — perhaps the biggest mistake of my life. It was such a mistake I periodically consider resuming my education there. Since I withdrew following the rules, I can resume classes at any time by filling out a one page form, according to a University of California admissions employee I am friends with. What’s keeping me from going back is that I am busy starting a new Internet company, and I just don’t have the time to spare right now. Once I establish my new company and I can turn over  management to employees, then I will probably go back. I hope that I go back. The energy I feel when I am on the UC Berkeley campus is infectious, and I am sure I would now appreciate UCLA far more than I did as a painfully shy 17 year old.

I did make some good friends at UCLA, including Jennifer Babineaux, who asked me to be her roommate our second year. I sure wish I had taken her up on that kind suggestion, for she probably would have talked me out of Brooks. Babineaux earned a 3.96 grade point average in high school, and is exceptionally smart. Babineaux got an MBA and later became Dr. Babineaux once she completed veterinary school at University of California Davis.

While I think of myself as a smart guy with a fair amount of wisdom, I know little compared to both my parents and my brother who got solid liberal arts educations and then went on to earn advanced degrees. My few years of education from a poorly regarded art school is laughable by comparison.

I believe I turned out shockingly well given my curtailed studies, and for this reason I can say conclusively that college or university is not a requirement for success.

Peter Thiel may be on to something — time will tell.

Kevin Warnock photographed by Alice Marie Smith in 1986 at Brooks Institute in Santa Barbara, California USA - picture-1

I have become a moderately good photographer, but that is not something Brooks may take credit for because my major was Color Technology, not portraiture or fashion. I taught myself how to photograph people well by taking tens of thousands of pictures after the per exposure cost of photography dropped to near zero with digital cameras. You can do the same. Taking good pictures of people is more a function of communicating with people, not technical details. Brooks spent almost no time emphasizing the interpersonal aspects of being a photographer. Frankly, their education was shameful, and I am glad they have had to pay millions in fines for their transgressions.

My neighbor Kevin Lee didn’t go to art school but he has established himself as a well paid and competent professional photographer, with an elite client list and a collection of camera equipment that is world class. He’s in his early 30s and has a long career ahead of him, without the crushing cost of an art school degree.

Self portrait by Kevin Warnock in 1986 at Brooks Institute in Santa Barbara, California USA