Dealbook2011Information Technology, Communications & Entertainment

OnMedia, NYC

Table of Contents

About MaRS

Venture Profiles

gShift Labs

InGamer Sports

OpenFile

PostRank

Viafoura

Wave Accounting

Key Contacts

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It’s my pleasure to introduce our CEO

Showcase presenting companies at

OnMedia NYC 2011.

The six companies in this guide

represent a fraction of the Information

Technology, Communications and

Entertainment (ICE) companies we work with at MaRS.

MaRS is located in Toronto, Canada, one of the world’s

largest ICE clusters with over 11,000 firms, employing over

160,000 professionals.

The MaRS ICE practice currently provides advisory services

to over 300 active clients in Toronto and other Ontario

centres. MaRS has quickly earned the reputation of being

Canada’s leading incubation hub and operates as a major

deal flow engine. We remain focused on developing young

companies and connecting entrepreneurs to the right

international markets and investment capital.

I invite you to speak with our MaRS team at OnMedia NYC

2011 to learn more about our unique approach and to get

to know us online at www.marsdd.com or follow us on

Twitter @marsdd.

Krista Jones

Practice Lead, Information Technology, Communications and Entertainment (ICE) Practice

Building Canada’s Next Generation of Global Technology Companies

MaRS is a large scale innovation centre - located in Toronto

and networked across Ontario - focused on building

Canada’s next generation of technology companies.

Growing to an impressive 1.5 million sq. ft., MaRS is located

in Toronto’s Discovery District, Canada’s largest scientific

research hub, surrounded by a creative urban community

and adjacent to leading financial institutions.

Since its opening in 2005, MaRS has attracted international

attention due to its scale, the quality of its discovery pipeline,

its collaborative model, and its comprehensive offering of

best-in-class services and programs designed to accelerate

the growth of emerging companies.

MaRS works closely with entrepreneurs to grow and scale

their ventures into global market leaders – in life sciences

and healthcare; digital media and information technology,

communications and entertainment; clean technologies,

advanced materials and energy; as well as innovative

social purpose businesses and social enterprises. MaRS

provides business advice and mentorship, market

intelligence, entrepreneurship education, seed capital and

access to critical talent, customer and partner networks.

01

A Model for Market Success

PEOPLE Exceptional Business Services & Market InsightWe provide specialized business advisory services and mentorship, as well as research insight and capital connections that are essential to emerging technology companies.

PROGRAMS Specialized Education & Networking

Our programs provide the business fundamentals of entrepreneurship plus access to specialized educational resources and networking events.

PLACE World Class Research & Collaboration Facilities

We house and incubate top technologists and scientists in an environment optimized for innovation through specialized lab/test facilities and collaborative workspaces.

Information Technology, Communication and Entertainment

Life Sciences and Healthcare

Cleantech

Social Purpose

Materials and Advanced Manufacturing

46%

16%

18%17%

3%

116

324

129 118

19

Active MaRS Clients by Sector

02

Venture Profiles

gShift Labs, Inc.

gShift’s Web Presence Optimization software helps non-technical marketers and agencies get control of their entire online presence so they can rank higher organically in search engines.

Organic search is the #1 lead conversion tactic according to senior-level marketers. However, organic search strategies are difficult to execute, measure and report on. They typically require expensive consultants with the necessary knowledge and expertise. With gShift’s SaaS solution, the SEO process is conducted at a fraction of the cost, by non-experts with daily insights into an organization’s entire web presence. We deliver plain language recommendations that provide the business intelligence to get higher rankings. Plus we deliver more understanding of what actions positively impact rank, traffic and conversions.

COMPETITIVE ADVANTAGE

gShift has developed a unique patent-pending technology that focuses on the content optimization process for the off-site factors of organic search including: press releases, social media and blogs. The company’s management team has a track record of identifying key trends and building software for businesses that optimize marketing processes. For the past twelve years they have worked to provide organic search strategies for their clients.

CURRENT FUNDING

Raised $800,000

SEEKING

$3 million

2 Victoria Street, Unit 2Barrie, ON, M5G X1Xwww.gShiftLabs.com

03

InGamer Sports Inc.

Today there is a major market opportunity to change the way live events are enjoyed by fans in the sports gaming space. The traditional, hardcore sports gaming/fantasy market has plateaued. Why? It has failed to deliver the level of social, real-time engagement that millions of sports fans want. While Fantasy sports games are played by 30 million people in North America, there is the potential to capture a larger share of a 130 million market of avid sports fans. InGamer enables the power of social gaming to create an exciting new way to engage with live events and your friends. Our mobile and online platform is played during live sporting events in real time, on a game-by-game basis. To play, users select any 6 players and receive points based on how those players perform. After each Quarter/Half period, users can change their players, a real time play feature yet to be effectively utilized by other platforms.

COMPETITIVE ADVANTAGE

InGamer Sports is the only platform today that turns the conventional sports gamer from a general manager to an actual head coach which increases the engagement and stickiness of live sports. Users can join anytime, play anywhere and play against anyone while our unique analytics engine provides real-time stats on audience engagement across every touchpoint. This gives broadcasters, brands and sports leagues a more effective way to monetize their audience. Designed by an experienced team of sports and media industry professionals, InGamer has been validated by top-tier clients such as the Canadian Broadcast Corporation (CBC) and Rogers Sportsnet. The company has recently partnered with IMG for global distribution.

CURRENT FUNDING

Privately Financed

SEEKING

$2 million

17 McTague St.Guelph, ON, N1H 2A7 www.ingamersports.com

04

OpenFile

OpenFile is a new model to gather, share and report local news. At OpenFile we have inverted the traditional news model asking users — not editors — to drive our editorial content: You suggest the story, we assign the reporter and together, we shape the news.

OpenFile users suggest a story by opening a ‘file’. The OpenFile editor posts that file assigning a professional journalist to cover that story and helping curate the conversation with users. Users can add related links, pictures and video, adding depth to the story and expanding its audience. All of OpenFile’s content is geo-tagged offering advertisers a more targeted audience. Knowing our users interests and locations allows us to deliver advertisers contextual messaging at a hyper-local level - something traditional media is not offering.

OpenFile is operating in seven Canadian cities and is ready to launch around the world. We are partnering with traditional media to give them a deeper reach into communities through the unique OpenFile model, creating new audiences, more interactivity and higher engagement times for newspapers desperate to enhance their digital properties.

COMPETITIVE ADVANTAGE

Our bottom-up model produces a constant stream of original and unique content that traditional media tend to miss. OpenFile’s user-suggested stories have higher engagement times and produce more varied content than traditional media, tapping into a whole new market of news at the neighborhood and community level – the stories people are most passionate about. Using its unique ‘turn key’ interface, OpenFile can cover a city or town with one editor and available freelance reporters.

CURRENT FUNDING

Not disclosed

SEEKING

$2.5 million

219 Dufferin St. Suite 211bToronto, ON, M6J 3B4www.openfile.ca

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Post Rank Inc.

PostRank™ is the Neilson© ratings system of the Internet. We aggregate, archive and analyze content and each engagement event with content happening on the social web (tens of millions of stories and events daily). PostRank™ solutions provide insight into the articles, sites, authors and topics that generate the most social engagement and social influence.

With more than 80% of the content on the web now found in social networks instead of by direct search, and with over 50% of the social engagement with that content happening in the first hour - understanding where and when articles, sites and authors are resonating with the audience is critical. From Ad Networks, to Agencies, to Corporate Enterprise, to News Aggregators, PostRank™ social engagement solutions provide a high precision toolset for extracting business intelligence from the social web driving revenues for our customers.

COMPETITIVE ADVANTAGE

PostRank™ has the most comprehensive database of how and where content is making a social impact with an online audience. We have been aggregating, archiving and analyzing content (and related meta data) on the web for more than 3 years. We collect 5 – 7 million articles per day from the highest quality sources, and track and archive more than 20 million discrete engagement events with those stories daily.

We will also have the world’s largest database of “claimed” or “verified” online authors on the Internet by September 2011. Much like LinkedIn©, we have been successfully incenting authors to verify their sites, social graph profiles and expertise in topic areas resulting in the most accurate influencer identification service that exists.

CURRENT FUNDING

$5 million

SEEKING

$3 million

505-180 King Street SouthWaterloo, ON, N2J 1P8www.postrank.com

06

Viafoura

Viafoura drives continual dialogue among online consumers through a patent pending system that utilizes split screen video debate, text and gaming reward systems. We allow publishers to increase user engagement, time spent, and page views around their content.

As content becomes increasingly specialized, the degree of engagement that consumers have around user generated content is in many cases more powerful than the content produced by the publishers. This creates a massive opportunity to monetize these conversations between content publishers and content consumers.

Improving legacy text-based commenting and forum systems, Viafoura provides a much needed industry standard technology to increase engagement and increase ad revenues.

COMPETITIVE ADVANTAGE

Current user engagement solutions that are primarily text-based fail to drive the improved experience now possible with rich media technology. It’s this added value for consumers that also allows us to monetize these conversations for publishers.

Viafoura is the only platform that combines both the commenting section and community section of websites into a seamless user engagement tool. Viafoura at its core is built around obtaining user contributions through 3 different ways: Text, video and split screen video debate.

CURRENT FUNDING

$250,000

SEEKING

$1.25 million

5500 Yonge St. Suite 2411North York, ON, M2N 7L1www.viafoura.com

07

Wave Accounting, Inc.

Though every small business needs to do some form of accounting, two-thirds of them don’t use proper accounting tools due to cost, hassle or confusion. Our approach is to eliminate these three primary friction points while providing a superior accounting program for small businesses. By using a radically different business model and rolling out a free product, we fix the cost, complexity and confusion of accounting.

Wave is a full accounting application (not just invoicing or cash flow). And it is totally free – not just a free trial, not just “freemium.” Wave connects to over 10,000 financial institutions, and imports data directly into the app. This allows the business owner to do away with manual entry and the ever-mounting backlogs of receipts – the most painful part of accounting. Wave then auto categorizes transactions to make things even easier.

COMPETITIVE ADVANTAGE

Our new business model, with a $0 price tag, changes everything for small business owners on the fence. Bank data can easily be imported and auto categorized to allow for both personal and business expenses to be logged in a single application. As well, multiple businesses can be accessed through a single account. Wave Accounting also allows for unlimited collaboration with your accountant or business partners. Coming soon, the application will provide mobile features to allow OCR scanning of receipts and the ability to submit receipts via email.

CURRENT FUNDING

$1.5 million

SEEKING

$3 million

276-206 Carlaw AveToronto, ON, M4M 3L1www.waveaccounting.com

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Key Contacts

MaRS CONTACTSKrista Jones ICE Practice Leadkjones@marsdd.com(416) 414.0656

Peter EvansSr. Advisor, ICE Practicepevans@marsdd.com(416) 624.3437

Mark ZimmermanSr. Advisor, ICE Practicemzimmerman@marsdd.com(647) 618.9449

MaRS Discovery District MaRS Centre, South Tower 101 College Street, Suite 100 Toronto, Ontario, Canada M5G 1L7

T 416.673.8416 F 416.673.8181 www.marsdd.com

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COMPANY CONTACTSgShift LabsKrista LariviereCo-founder & CEOkrista@gshiftlabs.com(705) 791.3436

InGamer Sports Inc.Nic Sulsky, Founder and CEOnic@InGamerSports.com(416) 834.0413

OpenFileWilf DinnickFounding Editorwilf@openfile.ca(416) 583.2118

Postrank Inc. Carol Leaman, CEOcarol@postrank.com(519) 514.0064

ViafouraJesse S. MoeninifarFounder & CEOjesse@viafoura.com(416) 564.6228

Wave AccountingKirk SimpsonPresident & CEOkirk@waveaccounting.com (416) 662.1162

www.marsdd.comtwitter: @marsdd