AllThingsD » high school

Start-Up Slader Looks to Solve the Math Homework Problem

Drake Martinet — Sun, 04 Dec 2011 23:36:25 +0000

Slader, a quiet New York-based start-up, is picking away at what the school-attending quarter of this country’s population would probably list as the biggest pain point in their young lives.

Homework.

Of course, textbook publishers, test-prep services and an army of private tutors have been making a fortune from it for decades.

But co-founders Scott Kolb and Kyle Gerrity are building a service to take homework help, or at least math homework help, in a new direction.

For those readers who haven’t been assigned math homework in a while, let me set the stage.

A high school pre-calculus teacher, using one of five or so major math textbooks on the subject, assigns homework — let’s say Chapter 1, Section 1, problems 1-30. Remember to show your work.

Most of these text books have solution sets in the back, usually only for every other problem.

Are you having terrible high school flashbacks yet?

The answers in the back are almost always just that, numerical answers, and offer no help to someone who hasn’t any idea how they might arrive at that answer on their own.

Solutions is where Slader steps in.

Slader spent all last summer with a bunch of math nerds, developing step-by-step solutions to most of the math problems in most of the high school math books used in this country — at last count, that’s about a million solutions in 275 textbooks.

Slader users, who are a mix of math students and the parents tasked with homework help, log in to the Web-based service and spend “points” to see the fully-formed solutions, and, hopefully, to learn something as well.

Users pay for blocks of points, or subscribe for an allotment of points every day, or they buy “gold,” which is transferable to other Slader users and can be converted to points.

While this might sound overly complicated, the reason for the monetary obfuscation has to do with the convoluted economics of high school finances.

Co-founder Kolb explained:

“Our customers are sometimes parents who have credit cards, but we are also seeing demand from students, many of whom do conduct transactions online even if they don’t have a card to do it with. Kids buy pre-paid debit cards with cash, pay friends with credit or debit cards to buy things online, or use PayPal.”

Economics aside, the Slader team does have some serious issues ahead if they intend to scale beyond the current beta product.

According to Gerrity, every three years or so textbook publishers issue new editions of their math books that are then adopted at different rates across the country.

It’s that variation that turned the roughly 100 distinct math texts Slader covers into 275 versions, and in most cases, “Problem 47 would become problem 48 in the next edition,” Gerrity said. “We have the data, but every time [textbook publishers] release a new edition, we have to go through the whole thing with a giant Excel spreadsheet, even though it’s 99 percent the same.”

That means staffing is a huge part of scaling, and for a small start-up, that means a need for outside money, which it has done without thus far, aside from a small angel investment.

And growth won’t simply come from adding more textbook solutions, either.

Gerrity said that Slader’s current growth is driven by word of mouth within high school friend groups.

“We’ll see a sign-up from some school we’ve never seen before, and pretty soon there will be 12 more,” Gerrity said. “A little Facebook digging will reveal that all 12 are on the track team together or something.”

Kolb said he hoped to better monitor, track and understand that kind of viral growth, but that problem is certainly complicated enough to be the value proposition of a whole separate company.

Barriers aside, the 2010 U.S. census puts Slader’s potential market size at near 20 million high school-aged people, not to mention the parents and teachers whose job it is to help with all that math homework.

Even regional market domination could mean big business for the start-up, but Slader hasn’t arrived at that solution just yet.

I met up with Kolb and Gerrity during a recent fundraising trip to the West Coast, and shot a little video interview:

[ See post to watch video ]

CaptainU Builds the Mint.com for Student Athletes

Drake Martinet — Sun, 20 Nov 2011 17:15:37 +0000

One sure path to making money on the Internet is to find a business that people can get emotional about — that is, enough to type in their credit card number.

CaptainU, a start-up that serves the families of young athletes, may have found the most emotional business of all.

The San Francisco-based company has positioned itself between student athletes and the college teams that might recruit them, in much the same way that financial Web app Mint.com placed itself in between people building their financial goals and the banks and credit card companies seeking new clients.

But don’t call CaptainU a recruiting service — that might run it afoul of the NCAA.

CaptainU users sign up and then build a profile that includes the student athlete’s statistics, team affiliations, training camp attendances and GPA.

The site also provides templates for tracking statistics, displaying highlight videos and all the other ephemera college coaches might look for when recruiting.

But, according to co-founder Mike Farb, CaptainU’s real service — like Mint’s — is about helping users make decisions with more information.

Once they decide they want to play at the college level, “students really need a road map for what they should to do, to develop athletically and academically,” Farb said. “Today, most families just rely on high school coaches and other parents.”

What CaptainU provides, after analyzing all the data added to a profile, is a realistic set of goals and prescriptions for achievement.

Want to play lacrosse at Duke? CaptainU can tell you what GPA you should shoot for, whether or not you are on the right traveling lacrosse team, and which coach you should get in touch with.

Farb, like other founders wary of nailing down claims of early traction, wouldn’t share user numbers in detail. But he acknowledged that CaptainU currently had “hundreds of thousands of users.”

Users can sign up for a free “rookie” profile, or trade up for an expanded services profile, which runs between $20 and $40 per mont — pricey, but not when compared to something like a bag full of top-tier hockey equipment.

Farb said that he didn’t think the financial future for his bootstrapped company, which is looking to raise an A round of funding, was in paid user accounts.

“We can now connect families with videographers in every state, so that they can get highlight footage taken,” he said. “We want to provide the same connections for private coaches, camps, and anyone else who provides services for athletes families.”

The plan for CaptainU is to become a platform for all of these partners to connect and transact business with the start-up’s growing user base. CaptainU takes a small cut of each deal, and charges admission for trainers, camps and other service providers to be listed on the site.

This “platform play” isn’t new, but Farb said that growing the sales and marketing staff, which CaptainU organizes by sport, is the next step.

“After all, how many former college athletes do you know that end up in sales?,” he asked and then answered. “All of them.”

Here is the video of an interview I did with Farb:

[ See post to watch video ]

Chegg Buys Zinch in Another Move Toward a "Social Education Platform"

Kara Swisher — Thu, 15 Sep 2011 13:00:03 +0000

Chegg — best known for online rentals of textbooks to college students — said it has just bought Zinch, a start-up that links high school students and college recruiters.

Terms of the deal were not disclosed.

The purchase of the San Francisco-based Zinch, said CEO Dan Rosensweig in an interview earlier this week, is part of a larger plan involving a series of acquisitions aimed at “how we move from two-day relevance to relevance all year around for students.”

By that, he meant the short time period when students either buy or rent their textbooks for the semester.

That’s certainly been a good business for Chegg, which is the leader in the online textbook-rental arena, including digital distribution.

But to further solidify its relationship with students and expand its market base to include high schoolers along with college consumers, Chegg has picked up a number of start-ups like Zinch, using its stock and also the whopping $220 million in funding from a number of venture firms, including Kleiner Perkins.

In late September, for example, the company bought CourseRank, which helps students share course schedules, take classes with friends, and read and write reviews on classes and professors, as well as find out how they grade.

Also scooped up by Chegg: Notehall, which is a student-to-student note-taking trading market; Cramster, a social homework helper; and Student of Fortune, a homework-answers site for student questions (which a recent filing by Chegg noted was bought for $5.9 million in stock).

Also being tested are such offerings as deals for students and other ways to leverage the original textbook relationship.

“This is the beginning of a connected student network that we hope to build into a giant platform,” said Rosensweig. “We want to have a student using us all the way through for a 10-year span, from high school on.”

In related news, Chegg said it has hired former Palm CFO Andrew Brown as its new CFO. Prior to Palm, he served as the CFO of Pillar Data Systems Inc., a storage start-up funded by Oracle’s Larry Ellison.

While a CFO hiring often indicates a soon-to-happen IPO, Rosensweig said that Chegg has more than enough capital, needs to focus on building up its offerings and is in no rush to go public.

We’ll see, but here’s the official press release from Chegg about Zinch:

Chegg Plans to Expand into $7 Billion College Recruiting Market and Increase Student Base By Over 3.5 Million

Chegg enters into a definitive agreement to acquire Zinch, the leading digital network that helps high school students research, connect with and pay for college

SANTA CLARA, Calif., September 15, 2011 – Chegg today announced it has entered into a definitive agreement to acquire Zinch. The acquisition is subject to standard closing conditions and is expected to be completed by the end of this month. The acquisition will expand Chegg’s social education platform into high schools. Zinch, founded in 2007, connects prospective college and graduate students to scholarships, admissions officers and other students who have been through the same process.

The acquisition of Zinch, with over 3.5 million members, $1.9 billion in scholarships and over 5,000 school profiles, will significantly expand Chegg’s customer base and its social education platform. Colleges and students will be able to connect more effectively for less through Chegg, helping to streamline the college recruiting process globally. In addition, unlike any other company in the education space, Chegg will provide resources to students at every major milestone before, during and after their college career — including bridging the gap from high school to college.

“Our mission has always been to save students time, money and help them get smarter,” said Dan Rosensweig, president and CEO of Chegg. “With our acquisition of Zinch, we’re extending our mission to high school students through the $7 billion college recruiting market, while continuing to break down the barriers of a college education, from the high cost of tuition and textbooks to helping students make money, pick their courses and get the academic help they need.”

At Zinch, over 3.5 million students have built online profiles to showcase themselves as “more than test scores” to shine in the admissions process, and to be matched with schools and scholarships that might be a good fit. Colleges and universities worldwide, including more than half of the US News top ranked national universities, use Zinch for cost-effective student recruiting and outreach.

“Getting in and paying for school is daunting. Together, Chegg and Zinch can not only make higher education more affordable and accessible, it gives students an edge in finding the right school, getting admitted and reducing the cost. Students can put their best foot forward, be recognized for their achievements and be discovered by programs that fit their interests,” said Anne Dwane, CEO of Zinch.

The acquisition is subject to standard closing conditions and is expected to be completed by the end of this month.
To learn more about Chegg’s social education platform and its network of services, go to www.chegg.com.

In Yet Another Content Hook-Up, AOL Strikes Deal With Endemol

Kara Swisher — Wed, 12 Jan 2011 17:10:45 +0000

AOL’s strategy to partner with third-party content creators for original programming–especially premium video content–keeps ticking, with another partnership, this time with Endemol USA.

The New York-based Internet company said it would “co-develop and co-produce new Web programming initially aimed at AOL’s growing women’s audience” with Endemol.

Endemol makes television shows, such as “Extreme Makeover: Home Edition,” “Big Brother,” “Wipeout” and “Jerseylicious,” as well as Web series “Married On My Space 1 & 2″ and “Coupon Mom.”

AOL is working on several other content partnerships, said sources, to add to its previous ones.

AOL said the first two “built-if-sold”–meaning some big advertiser has to pony up–will be:

“Re-Dressed by America”: An interactive Web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, accessories and more. The series will be featured on Stylelist.com and MyDaily.com.

“Mamá’s Recipe”: U.S. families compete for the best family recipes and share their secrets with the AOL audience. The series will be featured on KitchenDaily and AOL Latino.

Not exactly “The Sopranos,” but there you have it.

Here’s the full press release from AOL:

AOL INC. AND ENDEMOL USA ANNOUNCE WEB PROGRAMMING PRODUCTION PARTNERSHIP

Agreement Further Expands AOL’s Original Video Offerings

New York, NY–January 12. 2011– AOL Inc. (NYSE: AOL) and Endemol USA today announced a production agreement to co-develop and co-produce new Web programming initially aimed at AOL’s growing women’s audience, as well as at the broader AOL audience. The partnership will focus on creating premium, unscripted digital video content that will enhance the user experience by taking advantage of the real time, interactive and community nature of the Web.

“Endemol is a premiere producer of unscripted programming and their expertise in creating unique, interactive, popular shows, combined with AOL’s growing video audience will take digital production to the next level,” said David Eun, President of AOL Media & Studios. “Endemol is the latest in a string of partnerships that serve both the AOL consumers and our advertising partners.”

“We are thrilled to partner with such a successful and global leading company like AOL,” said David Goldberg, Chairman of Endemol North America. “This deal continues our growth as a leader in interactive digital entertainment, and we look forward to creating many genre-defining series with AOL.”

The first two built-if-sold series to be produced under the new agreement are:

“Re-Dressed By America”: An interactive web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, accessories and more. The series will be featured on Stylelist.com and MyDaily.com.

“Mamá’s Recipe”: US families compete for the best family recipes and share their secrets with the AOL audience. The series will be featured on KitchenDaily (http://www.kitchendaily.com) and AOL Latino (http://latino.aol.com/).

AOL will promote each Web series throughout the AOL Network focusing on the sites and destinations relevant for each series’ demographic. Every series produced through this partnership will feature enhanced online programming, such as user voting, supplemental video clips and supporting blog content to create deeper user experiences, and opportunities for sponsors to integrate their messaging in creative and highly-engaging ways.

Endemol USA, one of the world’s leading producers of entertainment programming, will leverage its experience producing hit shows such as Emmy-award winning “Extreme Makeover: Home Edition,” “Big Brother,” “Wipeout” and “Jerseylicious,” as well as the hit Web series “Married On My Space 1 & 2″ and “Coupon Mom” to create captivating Web series with AOL.

“You’ve Got…” the video series that debuted with the new AOL.com launch, generated nearly 8 million views in its first month, and featured a diverse guest list including Kelly Ripa, Barack Obama, Matt Damon and the Marines in Afghanistan. For comparison, that puts “You’ve Got…” on-pace with a top 10 Web series. Overall, video views on the new AOL.com rose more than 3X in its first month.

Exclusive: Chegg Buys Cramster

Kara Swisher — Wed, 08 Dec 2010 08:02:25 +0000

According to sources close to the situation, online textbook rental company Chegg has acquired Cramster, a social online homework help platform.

The Pasadena, Calif.-based Cramster is the leading online study community, offering expert Q&A help, study groups and practice tests and problems. College and high school students, teachers, professors, parents and other experts add information into the network on a large range of subjects.

It was founded in 2002 and now has one million members, using either a free or premium service.

The Cramster purchase is one in a series of start-up acquisitions that Chegg has been making of late, part of a strategy to be a central place for student needs.

In late September, the company bought CourseRank, a Mountain View, Calif., start-up that helps students share course schedules, take classes with friends, and read and write reviews on classes and professors, as well as find out how professors grade.

To expand, Chegg has raised a whopping $220 million in funding from a number of venture firms, including Kleiner Perkins.

That’s because Chegg has become the front-runner in the increasingly competitive online textbook rental space, as it seeks to disrupt the $10 billion college textbook business.

Chegg got its start in 2005 at Iowa State University as a classified rental service, where books were the dominant item, but evolved its business to focus on actually doing the textbook rentals.

The company’s unusual name, Chegg, is a mashup of “chicken and egg,” and its model is similar to that of innovative video rental outfit Netflix.

Chegg now serves close to 7,000 schools across the U.S.

Typically, renting a book costs a fraction of what buying one outright does. It is ordered online and then sent to a renter, who then returns it.

Terms of the Cramster deal were not clear.

Report Card? How About That Annual Report?

Geoffrey A. Fowler — Thu, 06 May 2010 12:00:00 +0000

Here is one indicator of the allure of Silicon Valley’s entrepreneurial culture: Diane Keng just launched her third start-up–and she is still in high school.

In March, the 18-year-old launched Internet company MyWeboo.com to help teens manage their digital lives and social-network identities in one place. She is now pitching the company to venture capitalists, and earlier this week presented at the Web 2.0 Expo in San Francisco.

Yet each morning, Ms. Keng also heads to Cupertino’s Monta Vista High School for a schedule of classes that includes Advanced Placement economics and government. In the afternoons, the high-school senior squeezes in varsity badminton practice.

Read the rest of this post on the original site

Yahoo Snags Citizen Sports

John Paczkowski — Wed, 17 Mar 2010 17:39:00 +0000

BoomTown was right: Yahoo is indeed buying online sports site Citizen Sports, a developer of sports-related apps and games for Apple’s (AAPL) iPhone and for social networking sites like Facebook. Financial terms of the deal were not disclosed, but as BoomTown noted on Monday, estimates put Citizen’s selling price at about $40 to $50 million.

The acquisition is a savvy one for Yahoo (YHOO), which already has a strong sports content business and stands to benefit from the additional social networking and mobile integration that Citizen Sports offers.

Below, the official announcement:

Yahoo! to Acquire Citizen Sports

Strengthens Social Strategy by Combining the Power of the No. 1 Online Sports Destination with the Web’s Most Popular Social Sports Company

SUNNYVALE, Calif., Mar 17, 2010 –As part of its ongoing commitment to be the center of people’s online lives, Yahoo Inc. (NASDAQ:YHOO) today announced it has signed a definitive agreement to acquire Citizen Sports (http://www.citizensports.com), a company that brings the world of sports to fans’ favorite social networking sites and mobile devices through innovative applications. This acquisition will strengthen Yahoo!‘s social strategy of enriching, aggregating and distributing social content from across the entire Web, and offering a highly customizable social experience.

“Yahoo! is in a unique position to combine our deep expertise in content and aggregation technology to offer a highly personalized social experience,” said Bryan Lamkin, senior vice president, Consumer Products Group, Yahoo!. “Sports has been among the earliest online categories to experience rapid social proliferation, and the combination of Citizen Sports leading products with our world-class sports experience on Yahoo! Sports is a win-win for sports fans globally.”

Millions of people across the globe use Citizen Sports’ array of social and mobile products to play fantasy sports, fill out brackets, check live scores and read up-to-the minute news on sports including football, hockey, soccer, baseball, racing, rugby, hockey and cricket. Yahoo! Sports’ content will be integrated into these products, creating a seamless experience for sports fans wherever they are. On Yahoo! Sports, users will be able to broadcast their allegiances, create or join a conversation with friends and fans and cheer for their teams through Citizen Sports’ applications. This integration will further transform Yahoo! into a more personally relevant experience, drive deeper user engagement and create opportunities for advertisers to interact with audiences in new environments.

As the #1 destination for online Sports with more than 39 million monthly unique users in the U.S.*, Yahoo! Sports provides people with the most timely, relevant and comprehensive sports news, information and programming. Citizen Sports’ network of popular applications for Facebook, MySpace (NYSE: NWS), hi5, iPhone and Android span professional, college and high school sports.

“Citizen Sports was founded with the intent to enable fans to access news, scores and fantasy games on the platform of their choice,” said Mike Kerns, founder and CEO of Citizen Sports. “We look forward to becoming a part of Yahoo! and bringing our social experiences to their 600 million users around the globe.”

Citizen Sports was founded by Mike Kerns and Jeff Ma in 2004. Since then the company has brought together millions of sports fans from around the world to enjoy sports and connect with their friends. Citizen Sports is based in San Francisco.

Yahoo! expects to complete this acquisition in the second quarter of 2010. Financial terms were not disclosed.

Google Search Stories–Including Batman!–Or Are They Anti-Bing Commercials in Disguise?

Kara Swisher — Sun, 22 Nov 2009 05:41:49 +0000

It’s well known that Google doesn’t do much in the way of marketing around its search service.

While you will catch advertising for the Chrome browser or for Android smartphones on the Web, given Google’s huge 70 percent market share in search, it hardly needs to attract users.

So, then, what is one to make of a series of new videos, which look suspiciously like commercials, that Google (GOOG) launched late last week on its blog and posted on a new channel on YouTube?

Called “Search Stories,” there are a half-dozen of the short videos, some more adorkable than others, which star the main search box.

One thing they have in common is that they have the look and feel of a marketing campaign, with the tag line “Search on.”

They also stress a variety of Google products, such as mapping, video, price comparisons, email and more.

One imagines what pre-Batman Bruce Wayne would look for, complete with ominous music, including search terms such as “coping with loss,” “flexible kevlar” and “gotham city crime statistics.”

Another video, called “Newbie,” has a grandmother searching on “keeping in touch with grandkids” and–in a clever dig at the MySpace and Facebook social networking services–“what is myfacebook,” which gets corrected by Google to “what is facebook.”

Could it be that the $100 million marketing push Microsoft (MSFT) launched for its Bing search service, which seems to be slowly gaining share, is starting to get on the nerves of those Spocks in Silicon Valley?

Not that Google would admit this, instead simply saying it was feeling all warm and fuzzy and so decided to make some kids-let’s-put-on-a-show videos.

Wrote Robert Wong of Google Creative Lab in a blog post, in part:

Because while we’re proud of the innovations we’re making in search, we’re proudest of the things people use search to accomplish. In other words, the best search results don’t show up on a webpage–they show up in somebody’s life.

So in that spirit, we made a bunch of videos. There’s one about grandma dipping her toe into technology. One about friends taking a Kerouac inspired road trip. And yes, there’s even one about Bruce Wayne.

Judge for yourself–here they all are:

Parisian Love

Mad to Live

Batman

Newbie

Potholes

High School

Please see this disclosure related to me and Google.

Kindle Ate My Homework

John Paczkowski — Thu, 30 Jul 2009 23:17:14 +0000

Amazon CEO Jeff Bezos’s hair-shirt apology for Kindlegate was a nice gesture, but it didn’t go over particularly well with Justin Gawronski, a Michigan high school senior who lost his homework when the retailer remotely deleted a copy of George Orwell’s “Nineteen Eighty-Four” from his Kindle earlier this month. He’s filed a class action suit against Amazon seeking money for those who lost work due to the book deletion and an injunction barring the company from improperly deleting books from Kindles again.

Below, an excerpt from the suit and the document in full:

On or about early-June, 2009, Mr. Gawronski purchased for $0.99 an electronic copy of George Orwell’s “1984″ for use on his Kindle 2 from Amazon’s Kindle Store. He purchased the book because it was assigned to him as a summer homework assignment by a teacher at his high school.

On or about July 20, 2009, after reading online about Amazon’s practice of remotely deleting copies of “1984″ from Kindles, Mr. Gawronski powered on his Kindle 2 only to watch “1984″ vanish before his very eyes. Because “1984″ was the most recent book he had been reading on his Kindle 2 prior to July 20, 2009, the Kindle 2 powered on to the last page of “1984″ Mr. Gawronski had been reading. Within moments of powering on his Kindle 2 to this page of “1984,” the entire e-book disappeared as Amazon immediately remotely deleted it from his Kindle 2.

Mr. Gawronksi did not consent to Amazon remotely deleting “1984″ from his Kindle 2.

As part of his studies of “1984,” Mr. Gawronski had made copious notes in the book. After Amazon remotely deleted “1984,” those notes were rendered useless because they no longer referenced the relevant parts of the book. The notes are still accessible on the Kindle 2 device in a file separate from the deleted book, but are of no value. For example, a note such as “remember this paragraph for your thesis” is useless if it does not actually a reference a specific paragraph. By deleting “1984″ from Mr. Gawronski’s Kindle 2, this is the position in which Amazon left him. Mr. Gawronski now needs to recreate all of his studies.

Amazon_Complaint

Web 2.0 Expo: Digg Says Sharing Is Caring

Marisa Taylor — Thu, 02 Apr 2009 15:02:07 +0000

According to Bob Buch, vice president of business development at Digg, sharing is caring. Or at least it is when it comes to being a successful Web publisher.

In a Wednesday presentation at the Web 2.0 Expo in San Francisco, he advised content providers to harness the power of social-networking sites and use “share” buttons (such as Digg’s, of course) to optimize Web traffic.

If you love something–and in this case, it’s lots of page views–you should set it free, he said. The users you send to Digg or other social news sites will reward you with plentiful hits.

“One Digg is worth a lot of users coming back,” Mr. Buch said.

He recommended hiring social-networking experts to help use sites like Facebook and Twitter to increase Web traffic. “If you don’t know what an ROFLCopter is, I would recommend going to your local high school and hiring somebody who does know what that means,” he quipped.

Read the rest of this post

Unigo.com Gives Everyone a Say About College Picks

Walter S. Mossberg — Thu, 19 Feb 2009 02:02:03 +0000

Research on choosing colleges takes many forms, including visiting campuses and studying the schools’ Web sites. But for a lot of high-school students and their parents, finding a centralized resource containing information about numerous schools still means buying one of the thick, costly printed guides to college that have been around for years. The Web versions of these books are surprisingly dry.

But there’s a new, free Web site that, while overseen by paid editors, is built on lively content submitted by current students at the colleges. The information isn’t just words and numbers, but includes numerous photos and videos for most schools. You also can create a small social network of people interested in the same schools or who share other common traits.

[ See post to watch video ]

In other words, this is a college-information resource built for the age of YouTube and Facebook.

The site, Unigo.com, costs nothing to use and supports itself with ads. Although it’s only a few months old, it already covers about 250 colleges and universities, and claims to average dozens of student-created reviews, photos and videos for each college. Its sophisticated search engine lets applicants comb all this material to find just what applies to them. For example, Unigo would let you see all content relevant to an Asian-American female applicant with conservative political views.

I’ve been testing Unigo, and I like it. In the sampling of college profiles I read, the site seems to have struck a good balance between the immediacy and candor of student submissions, and the professionalism needed to weed out wildly biased or inaccurate claims.

The site, founded by a 26-year-old who formerly created printed college guides, says it employs 19 full-time editors. This team uses information from a nationwide network of 300 representatives on campuses to create each college’s profile. Each representative rounds up contributions from others on campus, so that the site claims that over 15,000 students contributed to the profiles of the first 250 colleges.

Reviews, photos and videos can also be submitted out of the blue, and these are also eventually reviewed by the editors.

Each profile starts with a fairly long editor-written overview, liberally sprinkled with comments from students and accompanied by basic information, statistics and rankings.

But the heart of Unigo’s look at each college is student-created, in multiple forms. For instance, the site’s section on the University of Michigan includes 92 written student reviews, some running to thousands of words; 35 photos; 36 videos; and 10 student-written “documents.” The latter are often by campus journalists and cover things like athletics or critiques of nearby restaurants.

The videos are the most interesting part of Unigo, because they provide a look at current students and at the campus that isn’t often captured in standard guides. Most of the videos are fairly short, some only containing the answer to a single question like “What’s the best or worst thing about this school?” But others include opinions on issues like what kinds of students fit in best or worst on campus, or minitours of the campus or of typical dorms.

One student video I watched was a walk down the main street of the college town. Others are reflections on the school’s reputation, or on why the student chose one school over another. Another was about a student’s biggest freshman-year mistake (he took Classical Mythology, found it boring, didn’t do the work and flunked the course.)

I stumbled on a rap video submitted by a student from Clarkson University, which doesn’t yet have a review on Unigo, in which the rapper comments on the alumni, the architecture and the weather at the Potsdam, New York, school.

Unigo also contains articles on general topics, such as how to decide what size of college is best for you, and how to get the most out of a college tour.

While the editors ban personal attacks and nudity, they don’t bar negative comments. Unigo deliberately seeks out pro and con opinions. Many of the student submissions are enthusiastically positive, but plenty are negative comments on campus social life, the costs, the food, the faculty, the dorms and other topics.

The site feels surprisingly full for such a young venture, but it has some quirks and issues. Coverage is uneven. For instance, Vassar College in New York boasts 117 reviews and 42 videos, while the much larger University of Kansas has only 45 reviews and three videos. Finding the detailed search feature can be clumsy, because it’s not obvious on the home page. You can’t generate a quick comparison among colleges, and the site lacks any parent-oriented sections, although parents are free to use it.

Finally, there are just loads of colleges that aren’t yet included. The first 250 schools were “seeded,” with months of research and solicitation of student content. Unigo is confident it can get more schools, but only time will tell.

Still, Unigo is a good example of how user-generated content can do a lot to enhance an important topic, and still keep editorial standards.

Find all of Walt Mossberg’s columns and videos online, free, at the All Things Digital Web site, walt.allthingsd.com. Email him at mossberg@wsj.com.

The AllThingsD.com Staff Begs for DonorsChoose.org!

Kara Swisher — Fri, 31 Oct 2008 00:37:14 +0000

Only 24 hours to go in the DonorsChoose.org’s Blogger Challenge 2008 and I am now forced to bring in the big guns.

That would be the angrily arched eyebrows of Digital Daily’s John “Patches” Paczkowski, along some of the AllThingsD.com staff, begging mightily for your donations.

So far, I have used my kids, known to authorities as the Swisher boys, to deliver a threatening pitch about why you should give early and often to fund technology projects for high school students.

I have also danced with Yahoo CEO Jerry Yang in “High School Musical 3″ and forced him into a painful dinner (thanks, Jerry!).

DonorsChoose.org is a charity that funds classroom projects in high-need public schools, using the Web to match teacher project requests with donors.

So far, I have raised $8,414 from 26 donors, impacting 704 students. But am still No. 3 behind the my longtime frenemy venture capitalist Fred Wilson and TechCrunch.

Congrats to both, but this obviously cannot stand! There is one more day to give, so get giving!

You can click here to reach the giving page or use the widget on the lower right side of the ATD homepage or the left side of the main BoomTown page.

Here is our new begging-and-pleading video and also the other three I have employed to try to pry some dollars from the battered economy.

Patches Uses His Mesmerizing Eyebrows

[ See post to watch video ]

The Swisher Boys Make Idle Threats

BoomTown and Yang Are Wildcats!

Try JibJab Sendables® eCards today!

Awkward Dinner With Yahoo CEO Jerry Yang

Requiem for an Economy

John Paczkowski — Wed, 08 Oct 2008 18:00:16 +0000

[ See post to watch video ]