A community-based to do app
Vertical: Social Network
Tags: Productivity, Utility, Task Completion
Stage: Launched (Web & iOS apps)
Funding: $1M seed round; investors include Structure Capital, Red Eagle Ventures
Co-founders: Effi Fuks-Leichtag, Elad Ossadon
Location: Palo Alto, CA
— Theodore Roosevelt
Have you ever seen the movie, Foxcatcher? Well, that’s pretty much my story.
Son of a wrestler
My dad was the professional wrestler, Dave Schultz. Growing up on the Du Pont estate in Pennsylvania, I was exposed to many different nationalities from a young age: Russian and Iranian Olympic champion wrestlers and YFC fighters. I would hang out with all the wresters’ kids and it was a very social environment.
You start seeing recurring themes in successful people. They have a singular focus, and as athletes were forced to be that way. They segmented their day and there was lot of habit-based stuff — in the morning I do yoga and at midday, I do this, in the afternoon, I do that. They were very habit-based rituals, almost religious, getting up before everyone. My dad used to say, “when I’m sleeping, the Russians are training.”
When I was 9 years old, my dad was shot dead by (heir to the family fortune) John du Pont. I moved back to California for middle school and high school, but I suffered academically and didn’t get a high school degree. I spent a few years during entrepreneurial things without discipline, starting a record label in LA, collaborating with Ray J and Lil Kim, and creating a vending machine company in Arizona. I was trying to figure out how the world worked.
My godfather was employed by Goldman Sachs so I took an internship with him which reminded me of hard work and good habits. I went back to school at 23, to study finance at the University of San Francisco. In my junior year I joined Kifi, first as an intern, then I became Product Manager and ended up leading Mobile Product. I worked full-time and was in school full-time and had very long days.
A “to do” community
Complete is my second time on a founding team. My impetus for developing the app is rooted in my childhood experiences. The wrestlers didn’t just train, they did meditation and other supplementary things. They knew it was necessary for overall wellbeing. They were also there to exchange information. Even though the other guys were their top competitors, they were very transparent about what they were working on. That knowledge made them all better.
There’s a lot of self-publishing on social networks. From the content creator side on Twitter and Facebook, it feels really good, but from the consumption side often you walk away from those platforms feeling worse about yourself. With Complete, people from the viewing angle have a Yelp or Amazon reviews experience and feel good about what they’re contributing. I knew that if you could socialize future intentions there was some serious value to be provided by the wider community. And it’s really hard to be negative to someone who’s being vulnerable and aspirational. When you post your intentions, you’re putting yourself on the line, being vulnerable and open. It’s a very positive platform.
I’d love to continue down the path of providing people value, brokering some kind of exchange but without disadvantaging users. If we can connect service providers to the people who are looking for them in a way that isn’t intrusive to the experience then I think that can be very helpful.
I’m also dying to create a smart toilet one day.