Scott Rafer, U.S. serial entrepreneur since 1992, founded Lookery.com in July 2007 after his former company MyBlogLog.com has been sold to Yahoo. Lookery.com started off as a Facebook advertising network right after the Facebook platform was launched. According to Scott „Facebook was great for start-ups at the beginning. Then, after a year it was a great place for big companies and not so good for start-ups.“ Having understood that, Scott took Lookery out of the Facebook platform. He now finds it important to use Facebook Connect and its free distribution and to have an extra strategy, since he expects Facebook Connect to be dead next fall. Lookery.com sells user targeting data - mostly small, privacy-friendly profiles including age, gender and a keyword - to the top 20-30 big advertising networks in the world. Scott says: „We’re the high volume/low cost people. There is no one in the business who sells a huge number of profiles really cheap.“ Scott believes in simple business models: „Anything complex is terrible. The older I get and the more experienced I am, the less I attempt. I try not to get any venture capital – business angels are the only people I deal with if I have to take any investment at all.“ Scott’s advice for starting a company is to „do the simplest thing you can, take small amounts of money and get profitable very quickly!“
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