Making Limes out of Lemons: A Wearable That Connects At Conferences

lime being held

Romi Mahajan is a marketer, author, and investor and advises a variety of companies, including promising technology startups. Today, we discuss one of these firms—Limefy.

RA:  Romi, you’ve written for Research Access before and many of your companies have been profiled here. Please tell us about your latest advisory position, at Limefy.

Romi:  I’m honored to advise the Board and the CEO and his team on matters of investment, strategy, marketing and even product.  I’m excited about this company and the team who envisioned it and is building it.  They are driving hard right now, and it’s great to see!

RA:  Can you tell us a bit more about the solution and the need it fulfills?

Romi:  The solution (dubbed LiGo) is an elegant way of helping event goers actually network and connect meaningfully. In a sense, it’s about planning “serendipity.” After all, most people who attend events are doing so to connect with others with whom they have affinity. Yet most return from events disappointed that at most they produced a handful of new meaningful relationships.  I’ve seen this, lived it and lamented it. That makes me very happy to find companies building real solutions to this.

RA:  So do you believe conferences, especially market-research conferences, are currently ineffective with regard to connecting and networking?

Romi:  By and large yes.  It’s not that conference organizers don’t get this. They do. But only recently have we made the necessary advances to create elegant solutions to an inelegant problem.

RA:  Is tech the solution here or is this a cultural problem?

Romi: It’s both but remember the technology has to work in the context of culture.  Sensible networking happens “in the moment” and Limefy’s solution is precisely that: a wearable, lanyard or badge that “lights up” in the moment of meaning, when you are next to someone with shared interests, which is the key to real networking.


RA:  Who do you think Limefy is right for? Who is the buyer?

Romi: Limefy is right for anyone who aims to connect with others (peers, partners, buyers, investors, etc.) at physical events.  So attendees, exhibitors, sponsors as well as the event-organizing companies can gain value here.

RA: Tell us about the team.

Romi: Superb team, very convinced that they are onto something: smart from both a technical and a business point of view and a very respectful dynamic.  So this makes all the difference.

RA:  Any parting thoughts on the company?

Romi: I feel strongly about this company, the team, the space, and my ability to help so that is a perfect combination.  I’d urge market research firms and other research companies that hold, sponsor, or attend events to look into Limefy.

About Romi Mahajan

Romi Mahajan is a globally-renowned marketer, IT and strategy thinker, and author.

His career is a storied one, including spending 9 years at Microsoft, being the first CMO of Ascentium, a leading digital agency, and founding the KKM Group, a boutique advisory firm focused on strategy and marketing. Romi has also authored two books on marketing: most recently, "To Thine Own Self: Honesty in Marketing".

A prolific writer and speaker, Mahajan lives in Bellevue, WA, with his wife and two kids.

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