I started a company called ShopTap with Tim Weingarten. The first idea was an NFC-enabled shopping app. We put tags on store shelves, let someone scan it with their phone, and provided the social layer around the products - which of your friends own it, what they thought of it, what else they bought. Maybe a price only you get.

Then the iPhone didn’t adopt NFC, so we pivoted. We had been watching the comments under fashion photos on Pinterest and Instagram, and they were all the same question. “Where can I get this?” That became the product.

I created the game around it and called it The Hunt. You post what you’re hunting for, a photo you took or something you saw online, and other people go find it. They send back matches and where they found them. You mark the best ones as gems, and the finder’s credibility goes up.

We raised $15.5 million from Khosla Ventures and Javelin, with backing from Ashton Kutcher, Tyra Banks and Guy Oseary. We reached over four million users and were acquired by Pinterest.