gotryon vs fashism

Battle of the Startups will be a regular feature that matches up similar startups. We’ll interview the founders, tell you all of the facts, and show you how they’ve gotten their companies this far, so you can learn from their successes and failures.

But in the competitive world of startups, not every company will succeed, especially when two sound eerily similar.

For this first edition, we’re featuring and

Brooke Moreland, founder of and Marissa Evans, founder of are two 20-somethings who were both recognised on the 2010 Silicon Alley 100, and they both started their companies within the past two years.

Their startups are very similar in nature – both encourage users to upload photos of outfits.  Other viewers give instant feedback on the clothes so the person posting can get accurate, outside feedback on their clothing choices.

Which startup will come out on top? We want to hear your predictions.

Online Surveys & Market Research

First up, Marissa Evans shares how she came up with, how she got a technical co-founder, and what she’s done to get press (and land her own TV show!).  Last week, she announced the release of an iPhone app, and a seed round of funding.

Brooke Moreland’s interview follows, and she shares how Fashism* has grown to 40,000 users since its inception in 2008. Moreland discusses how she came up with the idea, created a website with no technical background, and discloses how her startup gained traction.  She reflects on her first year as an entrepreneur, and shares what she would have done differently.

Who’s product is better? Which one do you use more? After reading about both companies and checking out their websites, leave a comment and vote

Either way, both deserve a massive round of applause for working their tails off to get their companies where they are today.

Disclosure: Brooke Moreland is wife of Business Insider’s Joe Weisenthal. 12,691 unique visitors VS 6,069 unique visitors Compete Rank: 140,473 Compete Rank: 261,120

Startup #1: Marissa Evans,

The Facts

The concept: Get an opinion, give an opinion. Users share looks with an online and mobile community. They can get honest, second opinions on outfits before going out or making clothing purchases.

Founded by: Marissa Evans, 26

Year Founded: 2010

Users: 10,000+, over 1 million comments on the site

Funding: Bootstrapped with initial investment of $10K, just closed seed round from Index Partners and angels for an undisclosed amount.

How did get started?

How did you find a reliable IT person to build your site?

How did you have enough money saved up at age 26 to quit your job and fund your company?

How did you begin promoting GoTryItOn?

How have you been getting media coverage?

How do you handle the ups and downs?

What are your future plans?

Startup #1: Brooke Moreland, Founder of

The Facts

The concept: Online community and iPhone app that provides real-time fashion and style advice to anyone, anytime, anywhere. Users upload snapshots and the community votes, answers questions and offers constructive comments.

Founded by: Brooke Moreland, 29 and Ashley Granada

Year Founded: September, 2009

Users: 40,000+

Funding: Bootstrapped, but about to close Series A for an undisclosed amount.

BI: How did you come up with the idea for Fashism?

BI: How did you find a developer?

BI: How did you pay for Fashism initially?

BM: When I think of the past couple years, I owe so many favours. When I make it big I have a lot of people to help out!

In September 2009, we launched to the public. All of this is on basically no money. The little money we spent on server space and paying Hard Candy Shell guys was just my money that I had from working.

I was still working a full-time job at this point. I was an editor, I edited a lot of reality shows. So this is something we were doing on the side because I wasn't in a position to quit my job. I didn't see any money coming in for a while.

BI: What was your day like when you were doing both jobs?

BM: When I was working full-time, I would wake up really early, write stuff for the blog, answer emails, email people to tell them about the site, do all the marketing, plan all the events...I'd wake up early and do all that before work -- 5:30 or 6 range.

I had to be at work at 10. If I had to have any meetings for Fashism, I'd try to plan them around my lunch hour and schedule them around my office.

Then in the evenings, I'd try to go to as many networking events as possible where I could talk to influential people so I could grow the users. I'd put my card out and fliers out there, and alk to anyone I could. I tried to go out every night, spread the word, meet people and schmooze. So it's really intense having a full-time job and a company on the side.

BI: Do you think you waited too long to quit your full-time job?

BM: I guess in retrospect, knowing everything I do now, I probably should have quit a lot sooner than I did, but yeah, it's really scary not having a paycheck.

I worked my entire life since I was in high school, so just the prospect of not having a paycheck scared me. I wasn't seeking investment, I didn't see any kind of money coming in in the near future, so it was about taking that leap of faith.

Now I know I would have been ok because things are starting to work out, but at that time you know there are no guarantees. So it took a little while for me to feel totally, totally confident and quit.

BI: Why didn't you seek out capital sooner?

BI: You didn't even have to go knocking on VC's doors? It sounds like the NYT article set everything in motion.

BM: Yeah, that's pretty much what happened. I'm sure we probably would have had to do it eventually around that time anyway because of the stuff we wanted to do and to be able to grow. Especially since we had quit our jobs.

We could have tried to monetise the sight without raising money, but to scale and do what we wanted to do, it really was the smart thing to try to raise a little. I think we bootstrapped it for as long as we possibly could and took it as far as we could, but we needed funding to try and take Fashism to the next level.

BI: What were you able to accomplish without funding? And what will you able to accomplish now that you'll have it?

BM: What we've accomplished is a nice working product, community, users, a lot of interest, and a lot of press. We didn't have any PR or anything, all the press is organic via word of mouth.

The NY Times mentioned Fashism. So did a ton of mainstream magazines and TV programs. All of that gave us a big audience.

Our average time on the site is 15 minutes, so our users are really engaged -- we tapped into something they really liked. We have about about 40,000 registered users now. And we have an iPhone app.

BI: How has having a mobile app changed your site?

BM: We released an iPhone app on August 30th of this year, which was huge because it really contributed to the number of people who upload. It's very easy for people to comment, but it's always been a little challenging to get people to upload and create the photos. After we released the iPhone app, uploads went crazy. Our usership went from 10,000 to 20,000 in one week. The registered users doubled and the amount of content people created tripled.

We started to get a team of moderators, mostly family members since we don't have any money. Now we have people watching the site around the clock. There's always, always new stuff, and you always have to be careful because it's an open, user-generated community; anyone can come on there. You have to make sure trolls don't come and terrorize other people.

For the most part, we've been really lucky, since we have so many people uploading now, something we've really, really had to monitor.

We always knew Fashism was going to be mobile, but having an app is just different. It reminds people, Hey this is something I could do when I'm out. Having an app is critical. I think I underestimated how crucial it'd be to actually have the iPhone app.

BI: In retrospect, is there anything you would have done differently and anything you wish you had known when you started out?

BM: Now I have a lot more confidence than I did when I first started out. I'd never started a before company. I'd never gone out on my own. I never pitched an investor. I never pitched myself to the press. I'd never done any of that stuff.

And as much as I knew I had a good idea, I guess I was missing a little bit of that cocky attitude. This is what I'm doing, listen to me.

If I could go back, I would have quit my job sooner, gone and got more money, and just done it all instead of taking my time and testing the waters.

But you know, it was my first time, so there's a little bit of a learning curve in all this stuff.

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