Go Refer
http://www.gorefer.com
>> Clearinghouse for wants/needs and merchants

A note from from a soon to be succesfull e-entrepreneur, alerted me on the beta release of an interesting service last week. I must say that the concept is indeed interesting and that I am reather curious to see the service fully functioning (it is still in beta ) and some key features (like "Submit a lead") are not yet active.

Founded last year, New York City-based goRefer.com, Inc., has developed an innovative Web technology that is poised to revolutionize the Internet Consumer Intelligence industry.

Online interactive media is fast becoming a dominant component of the $285 billion direct marketing and advertising industry. Through the introduction of Gorefer system and technology, this e-company is attempting to position itself in what I would consider one of the most interesting and valuable markets yet to bloom, information aggregation and dissemination on the Internet.

The technology enables Gorefer to collect commercially valuable information from a variety of online and private sources, and to disseminate this information for commercial, value-added usage. This type of system should be able to identify consumers and businesses that are looking for a particular product or service at a given time, and will then provide this information to vendors who will market these goods or services to the consumer/business during the period of opportunity.

In essence, Gorefer is developing cutting edge analytic tools, and proprietary technology, that could contribute to define what will be a new set of standards for the direct marketing industry by increasing the effectiveness, the efficiency, and the accuracy of intention-based marketing techniques.

The company currently employs 35 people and is backed by $10 million in capital. Gorefer' principal investors contribute significantly to the potential competitive edge this company may prove to have due to their specific advantage of their experience and strength, and include such prestigious groups as Apax-Patricof, the three cofounders of Check Point Software Technologies (the world leader in Internet security), Polaris Venture Capital (which includes Goldman-Sachs, Chase Capital Partners, and AOL as limited partners) and Star Venture Management.

From the user standpoint there is not much yet to get excited about. The interface is not what you would expect from a top notch and innovative service like this, and the content feels a bit too flimsly for the financial backings received and the overall idea behind it. We will see.