Even as Groupon is poised to sell itself to Google for badillions of dollars, the attack of the social buying clones continues.

Today, it is the launch of FamilyFinds, a Santa Monica, Calif., start-up aimed at offering daily deals to families, with $5.75 million in funding to help it get going.

“Think relevance, plus an explosive market plus a great team,” said FamilyFinds CEO Matt Coffin, in an interview yesterday about the new site, whose first “holi-deal” today is “$10 Only-in-LA Santa Photos.”

Others to come include kid-focused live shows, skate rentals and holiday cruises that Coffin said are “hyper-local and demographically targeted.”

Coffin said, as a longtime entrepreneur, he was intrigued with the booming social e-commerce space. But, as a parent, he was less impressed, because of little in the way of personalization.

“I was somewhat disenchanted by the same offers that did not target me accurately,” he said.

(So is BoomTown, who is going to scream if I get another spa treatment or stripper pole lesson offer this week. Not that there’s anything wrong with that.)

Thus, Coffin said FamilyFinds drills down on one audience–those who need to entertain and serve the little ones.

The former founder of LowerMyBills co-founded FamilyFinds with, among others, a blast from the Web 1.0 past: Former Disney Internet Group head Jake Winebaum.

At launch, FamilyFinds said it will focus on numerous communities across Los Angeles, although a national rollout is coming in 2011.

Split Rock Partners provided the Series A funding.

Here’s the official FamilyFinds press release:

FAMILYFINDS.COM ENTERS $1B LOCAL SOCIAL ECOMMERCE SPACE

Backed by $5.75 Million Investment, Leading Internet Veterans
Launch Vertical Family Daily Deal Site

(Santa Monica, CA) December 1, 2010–FamilyFinds, an online daily promotions site exclusively focused on services and experiences for families, officially launched today. This community-suggested and expert-curated destination advances the online daily deal space by combining a family focus with hyper-local geo targeting. The company also announced that it recently closed on a $5.75M Series A funding round backed by Split Rock Partners, strongly positioning them to be involved in of one of the fastest growing industries of all time.

FamilyFinds is led by Internet industry veterans who founded and ran several successful consumer businesses valued at over $1 billion, including the founder of FamilyFun magazine, who also ran the Disney Internet Group, and the founder of LowerMyBills. The team, all of them now parents, have created an online destination that will not only offer member families great deals on new and favorite neighborhood merchants, but will also provide information and resources to help them discover the best family activities in their own and nearby communities.

According to a recent study of moms*, over 70% use the Internet to find deals and discounts (the most popular activity) and 62% go online for entertainment and family activities. FamilyFinds addresses this trend by directly creating a single destination for moms and dads seeking deals and family activity ideas.

“Families, local and national brands, and member-based deals is a great combination for a big vertically focused business, and one that we believe is untapped,” said Matt Coffin, chief executive officer, FamilyFinds.com. “As parents and consumers ourselves, we know the key to unlocking this market is relevance, which means being local, curating deals and fun discoveries that create family memories, and delivering great value-based pricing.”

Through consumer testing and an early beta, FamilyFinds learned that consumer demand, especially for busy families, while value influenced, is also heavily influenced by proximity to the merchant. The company will follow a hyper-local model, offering great finds not just within specific cities around the United States, but within specific neighborhoods. For launch, prior to the nationwide roll-out in 2011, FamilyFinds will serve numerous communities across Los Angeles, including neighborhoods in the Valley, Pasadena, South Bay, City Central, and the Westside.

“We know that moms and families are social and use the Internet not just to find great opportunities for themselves, but also to share and coordinate these opportunities and their experiences with other families, friends and neighbors,: said Brian Barnum, president. “FamilyFinds is building a social layer over everything we do to infuse our core value proposition with insight and access to the larger community of families in our customers’ extended networks.”

FamilyFinds is the collaborative effort of Internet industry veterans and parents, including:

• CEO Matt Coffin, founder of LowerMyBills.com (sold to Experian) and active Internet investor including Demand Media, Buscape (sold), Rubicon Project, Mahalo, Machinima and social eCommerce companies Hautelook, ShoeDazzle and ecoMom.

• Jake Winebaum, who was co-founder of eCompanies, which launched Business.com, Jamdat and Boingo, and founder of FamilyFun magazine and led Disney’s entry to the Internet as Chairman of the Disney Internet Group.

• Doug Hirsch, who was VP of Product at Facebook, GM Yahoo Entertainment and Founder of DailyStrength.org.

• President Brian Barnum who was the President of RHD Interactive (a division of R.H. Donnelly, now Dex One Corp.) and both COO and CFO of Business.com and CFO of Rent.com (sold to eBay).

• Leading content and merchandising is Elizabeth Hurchalla, previous editor of BlackboardEats and co-founding producer of Yahoo! Food.

• Leading editorial is Julie Taylor, previous editor-in-chief at Momlogic.

• Leading sales is Terry McGovern, previous Director of Interactive Sales at Los Angeles Times and sales at AT&T local

Wenda Harris Millard–calling in to BoomTown HQ from a cruise either on the way to or the way from Slovenia, since she said she was not exactly sure, given that it was the middle of the night there–wanted to make one thing clear:

She is still working for her dozens of other clients at Media Link as its president, but also has a big new gig helping MySpace get its advertising sales house in order, especially related to strategy and execution.

“I guess it’s a matter of semantics, but I will be leading the engagement,” said Millard. “But, we have a whole team here too, and I am also still working for all our great clients.”

Okay, people?!? Which is, in Slovenian, in case anyone asks there, Wenda: Vidirati narod?

Which is precisely what All Things Digital had written in a previous post: That Media Link was the hired gun on a strategic basis, with Millard as the point person on fixing the ad sales structure, strategy and more at MySpace.

In an internal memo today, MySpace CEO Owen Van Natta said the same: “As part of this process on an interim basis the firm will help manage our day-to-day sales organization under the leadership of Wenda Harris Millard.”

Still, the New York and Los Angeles media consultancy definitely wanted to make clear, both internally and externally, that their hiring had nothing to do with the departure today of MySpace Sales and Marketing President Jeff Berman.

And, indeed, according to both Media Link founder and Chairman Michael Kassan, whom I also spoke with today, Media Link had been talking to MySpace–including Berman, who decided to finally leave only today–since January.

Got it! Media Link also did not hip-check Berman to the curb!

Still, it is a huge and deeply involved job for Media Link, and especially Millard, who will be working with ad sales until a replacement is found for Berman, and then after.

Millard stressed that her new role does not mean spending all her time cussing out ad sales folks who did not make their numbers.

“Media Link will be working on big-picture strategy related to ad sales, product development and structure,” she said. “But, of course, I will be very involved and this is a huge assignment.”

She certainly has the experience to take on the ad troubles of MySpace.

Millard–who was the top ad exec at Yahoo (YHOO) in its glory days and who recently left her job as co-CEO of Martha Stewart Living Omnimedia (MSO)–has been a longtime online exec, working at Ziff Davis Media and DoubleClick in the very early days of the Web. She was also chairman of the Interactive Advertising Bureau last year until this past April.

But she also noted that she did not want people to be confused, pointing out that many others at Media Link will also be working on the fix-MySpace assignment too, even as she will also be tending to Media Link’s stable of clients.

“This is an engagement to help its management drive forward a lot of initiatives,” said Millard. “It is the management of MySpace who are the ones in charge.”

It’s a point that Media Link’s Kassan also made in a conversation I had with him today.

“I am very excited, since it is an important strategic assignment and part of the promise of Wenda’s unique set of skills,” he said, acknowledging that this was an unusually large job, very complex and unique for Media Link. “That said, this kind of work is our sweet spot.”

(Full disclosure: News Corp. owns MySpace and Dow Jones, which owns this site.)

When BoomTown was younger and much more impressionable in the 1990s, the television dramedy “Northern Exposure” had an unusually profound impact.

Set in the fictional town of Cicely, Alaska, the Emmy Award-winning show was a classic fish-out-of-water story about Joel Fleischman, a New York doctor (played by Rob Morrow) transplanted contractually to the Great White North and thus very grumpy about the whole thing, even as he fell ever more in love with the place and its odd citizens.

(Joel Fleischmanesque is the just how I felt coming to California to cover Silicon Valley, after a lifetime on the it-only-matters-here East Coast, but that’s another story altogether.)

In any case, although the show was shot just east of Seattle, the grand idea of Alaska always stuck with me.

And I am finally headed there to take a lovely vacation cruise with the family up the coast from Vancouver to Seward this week and part of next week.

Of course, Alaska is much, much more than a television show. So, with the recorded version of John Muir’s classic “Travels in Alaska” loaded into my iPhone–you didn’t think I would leave my many gadgets at home, did you?–I am looking forward to finding out all about it.

“To the lover of pure wilderness, Alaska is one of the most wonderful countries in the world,” wrote Muir.

To the woods (and glaciers and mountain peaks and sea), then–hopefully, with an Internet connection!

If you manage to finish my blogus opus on Facebook’s latest mini-crisis, which is of interest to precisely 16 people on University Avenue in Palo Alto, you can expect few more posts from me over the next week.

Even if Facebook goes public, even if Apple (AAPL) makes a touch-screen laptop, even if Microsoft (MSFT) finally gets some sense knocked into it and buys Yahoo (YHOO).

Especially if Microsoft buys Yahoo. So don’t call me, Frank.

For your information, though, the last two parts of the D6 interview I did with Facebook’s Mark Zuckerberg and Sheryl Sandberg will still auto-publish on Wednesday and Thursday.

Until then, here is a video of the moose-is-loose opening credits of “Northern Exposure,” along with one of the ending of my favorite episode on the founding of the wonderful town of Cicely.