WHO'S WHO IN THE PHOTOGRAPH
(Observer (UK) Via Acquire Media NewsEdge) 1. Richard Moross
Founder, MOO, (moo.com),2004
Brief pitch We help you look good on paper and online: beautiful stationery and websites.
Why east London? We came here in 2006 to be close to our printer and the Royal Mail depot in Clerkenwell.
More MOO was one of the first of the web 2.0 generation to come to Shoreditch and at one point had a large tenancy of startups renting desks. We had two big acquisition during this: Dopplr and TweetDeck were acquired by Nokia and Twitter respectively, in multimillion-pound deals. The name "Silicon Roundabout" was coined by one of our residents, Matt Biddulph.
2. Anna Bance
Co-founder, Girl Meets Dress, (girlmeetsdress.com), 2009
Pitch Luxury rental service - offering access to your dream wardrobe for life's special occasions.
East London? Where better to build and scale an e-commerce business than the silicon valley of Europe. Startups are built by teams and networks of the smartest people in your field and east London is just that.
3. Julia Fowler
Co-Founder EDITD, (editd.com), 2009
Pitch The world's biggest apparel data warehouse, underpinning decisions at retailers like Gap, Asos and Target.
East London? We set up here three years ago because it was cheap. Unfortunately that's not the case anymore, so I don't know if we'll stay!
4. Alex Hoye
Co-founder Faction, (factionskis.com), co-founder ICE, (groupspaces.com/Icelist)
Pitch Faction combines design, technology and the web to deliver skis and snowsport apparel worldwide.
East London? Originally I moved to east London because we needed to move within a few hours notice and we heard that they were renting office space out by the week at the Old Truman Brewery in Brick Lane. Cheap rent still matters.
However, we've stayed in the neighbourhood for different reasons as we've seen it evolve. Not a day passes, when I don't have a serendipitous meeting with someone I can learn from.
5. Greg Marsh
Co-Founder and CEO, Onefinestay, (onefinestay.com), 2009
Pitch The unhotel. Stay in someone's beautiful place while they're out of town, with hotel services.
East London? We chose Clerkenwell as our base because it's a real neighbourhood. In addition, the good road and rail links are important for our logistics, as well as our staff happiness.
East London more generally is home to some of the most interesting neighbourhoods London has to offer, though they too often lie undiscovered by visitors to the city - so it's a good reflection of Onefinestay's mission to uncover authentic, local experiences when visiting a city.
6. Alex Will
Founder, Listora, (listora.com), 2013
Pitch We're changing the way the world discovers events by seamlessly integrating listings with publisher websites.
East London? I love that when you go for a coffee, or get some lunch, you rub shoulders with other entrepreneurs and people from startups.
I co-founded Ping Pong Fight Club for exactly this reason - to celebrate the great people and companies based in London.
7. Emily Brooke
Founder & CEO, Blaze, (blaze.cc), 2012
Pitch Our Laserlight promotes safer cycling by projecting an image of the bike on to the road.
East London? My company has become my life and the collaborative, supportive community of east London my family.
I've never done this before - started a company, built a brand, a team, raised money, manufacturing, distribution, marketing. My friends around me in east London are doing the same things and helping me learn.
8 & 9 Aurelie Popper and Jade Harwood
Co-founders, Wool and the Gang, (woolandthegang.com), 2008
Pitch An innovative fashion brand that sells knitwear that's made unique, never from a factory.
East London East London is the perfect collision of incredible fashion design and technology. There's nowhere else we would rather be.
10. Joe Stepniewski
Founder, Skimlinks, (skimlinks.com), 2008
Pitch Skimlinks helps publishers make money by automatically linking content to commerce, without ads.
East London? We fell on east London in 2008, attracted by cheap rent; we borrowed fast internet from Moo via cable out its window (in return for 25 cases of beer). East London has the startup mindset - fast changing, young, frugal, creative, niche/enthusiast - I've seen it flourish around us; many of our team have moved home here.
11. Richard Pierson
Founder, Headspace, (headspace.com), 2010
Pitch Headspace is a digital health platform, offering mobile mindfulness and health solutions to the masses.
East London? We love the feel of east London. We also rely on creative and tech talent and there is some of the best in the world right here.
12. Stef Lewandowski
Founder, Makeshift, (makeshift.io), 2013
Pitch London-based startup studio that makes tools for startups
East London? It's London's playground. The sense of play and experimentation is greater than anywhere, and it's the perfect place for us to accelerate serendipity by surrounding ourselves with others working on startups.
13. Joshua March
Founder, Conversocial, (conversocial.com)
Pitch Conversocial helps businesses provide customer service over social media, increasing loyalty and saving them on costs.
East London? When I first came to London five years ago, the tech scene was small and scattered. Since then, a real community has formed, which is a huge support for fast growing tech companies - especially in hiring great talent and developers.
More Previously Joshua co-founded iPlatform, one of the world's first official Facebook preferred developer consultants, which started in Soho but ended up in east London, and was acquired by Betapond in 2012.
(A character from children's virtual world Moshi Monsters
Michael Acton Smith, CEO of Mind Candy, (mindcandy.com)
East London? Mind Candy moved to east London as the area seemed to be gaining momentum. We were previously based in Battersea but a lot of friends in likeminded startups were beginning to move to Shoreditch. Now we're here not a day goes by where I don't bump into someone exciting running a startup, a venture capital or a journalist. Shoreditch houses a great cluster of tech companies and also happens to throw great parties and events!
15. Robyn Exton
Founder, Dattch, (dattch.com), 2011
Pitch Lesbian dating app. We're here to make people happy and fall in love.
East London? There's nowhere better. Dattch's whole story has been built in this area. From where the founder Robyn had the idea (pub at the end of her road), to where she learnt to code (Decoded is her neighbour) to finding her team, their first pitch venue, to their first office space. It's all been in east London.
16. James Layfield
CEO, Central Working, (centralworking.com), 2010
Pitch We offer the support, infrastructure and tools needed to grow our members' businesses.
East London? We've grown at a rapid rate and this is in no small part down to east London. There's definitely a different culture . . . an energy and attitude that's open to collaboration and fostering business growth - a true entrepreneurial spirit that works and is unparalleled anywhere else I've visited in the world.
17. Kathryn Parsons
Co-Founder, Decoded, (decoded.co), 2011
Pitch Pioneering coding education with courses such as "code in a day" and "data in a day."
East London We were born in east London, I thrive off the scene here, my friends, colleagues, co-founders . . . this is where new ideas are born and where networks are being made. We are launching in other places around the world now. But east London will always be our origin and home.
18. Eze Vidra
Head of Google Campus, (campuslondon.com),
Pitch Campus is Google's first and largest physical startup hub, helping startups grow, learn and network.
East London? Startup ecosystems need a certain "density of network" to be successful. Campus has helped increase this density by acting as a magnet to more than 1,000 startups and at least 100,000 visitors in the 18 months since it launched.
Google saw the momentum in east London and provided the community with a high-quality open-source platform for entrepreneurs to hold events, acccess mentorship and network.
19. Peter Hames
Founder, Sleepio, (sleepio.com), 2010
Pitch Sleepio is a digital sleep improvement programme, clinically proven to help overcome long-term poor sleep.
More Founded by former insomniac Peter Hames and world sleep expert Professor Colin Espie, of Oxford University, Sleepio launched in partnership with Boots and is the only UK API launch partner for Jawbone's UP self-tracking wristband.
20. Pasa Mustafa
Tech City, (techcity.io),
Pitch The government arm supporting the tech community in the UK and specifically east London
East London? Tech City UK is born from Europe's fastest growing tech cluster in east London, it works with the community to learn and share knowledge throughout the UK and encourages international business to invest into east London.
21. Nico Perez
Mixcloud, (mixcloud.com), 2008
Pitch An internet radio platform where listeners can stream high quality DJ mixes and podcasts.
East London? Because east London has the best nightlife and not one, but two 24-hour beigel shops.
22. Mark Adams
Founder, theAudience, (www.theaudience.com), 2011
Pitch Turning A-list actors, athletes, musicians and entertainers into the world's largest network of publishers across social media.
East London? Coming into work every day and loving what I do, and getting to work with some of the world's most talented people, is a dream come true.
More A startup founded by digital dissidents including Sean Parker (of Facebook) Oliver Luckett (of Disney) and Ari Emanuel (of the worlds largest talent agency WME.) The company has 150 staff in London and Los Angeles. .
23. Benjamin Southworth
Founder of Lean Capital; and 3Beards (leancapital.com; 3beards.com)
Pitch 3beards is a content and event company for entrepreneurs.
Why East London? East London is the home to the artists, the disrupters, the crafty, the makers, and all this makes it a magical place. It creates serendipity and that makes magic happen.
More Southworth, former deputy CEO of Tech City, recently co-organised a Paris-London bike ride for tech folk, which raised nearly pounds 60,000 for Room to Read.
(c) 2013 Guardian Newspapers Limited.
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