ToVieFor
The business, the turning points, and the decisions behind them.
Some sections are still being researched2 / 4
Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
ToVieFor was a New York discount shopping site for designer handbags and accessories founded in 2010 by NYU Stern graduates Susanne Greenfield and Melanie Moore — former Merrill Lynch interns — with Eric Jennings as co-founder and CTO. Its twist was a Dutch-auction model: members chose the price they wanted to pay, snagging coveted bags at 40–70% off retail while paying a small fee per auction. The startup won NYU Stern's Business Plan Competition, raised over $200,000 in seed funding, joined Techstars New York's first class and launched at TechCrunch Disrupt 2010. It shut down in 2011.
02 / FAILURE REASONS
Material for this section is being gathered and checked. It will appear here once ready.
03 / EVENT HISTORY
Events in the structured record
- Founded
Susanne Greenfield and Melanie Moore found ToVieFor in 2010; the startup wins NYU Stern's Business Plan Competition and plans a June launch of its handbag Dutch-auction site.
- Launch and accelerator
ToVieFor launches at TechCrunch Disrupt 2010 and joins the first Techstars New York class, having raised over $200,000 in seed funding.
- Shutdown
ToVieFor shuts down in 2011.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
Material for this section is being gathered and checked. It will appear here once ready.