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"We saw this market as very underserved," says Ed Suda, one of eMotion's co-founders. "There is a large problem with Internet security with these girls, so we took our core [idea] of people who are physically apart but emotionally together and applied it to this age group."
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As co-founders of eMotion LLC, the Illinois Institute of Technology graduates believe that now is as good a time as any to launch their product, a product that they hope will revolutionize the tween marketplace.
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Avelo Roy and Ed Suda appear to be two young entrepreneurs who have been tearing up the business competition circuit on their own, but dozens of advisers stand behind them...This month, Roy and Suda beat out more than 30 other emerging student-run businesses to win the $25,000 grand prize and the "audience favorite" award at Entrepreneur Idol, held at Northwestern University.
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It's called BFF, as in "Best Friends Forever." Two girls must be face to face with their BFF necklaces to join each other's virtual social network....At the Rice Business Plan Competition, 42 teams of graduate students from many of the nation's top schools battled for a grand prize of $225,000. Some of their business plans sound significant enough to revolutionize industries.
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Roy and Suda have created a communication device that uses lights, vibration and words to allow groups of friends to send secret messages to each other with the push of a button. Their target audience is tween girls -- between the ages of 8 and 12 -- who have become one of the hottest segments of the retail market.