slice
The business, the turning points, and the decisions behind them.
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Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
Slice (Slice Technologies) was a Palo Alto-based online shopping startup founded in 2010 by CEO Scott Brady and co-founder Harpinder Singh. Its technology mined users' email inboxes for purchase receipts: the free Slice app tracked all online purchases, package deliveries, price drops and product recalls, while the Slice Platform licensed the item-level purchase data (from over 2 million consumers and 2 million merchants) to financial institutions and merchants for personalization and marketing. It raised $9.4 million Series A in 2011 and $23 million Series B in 2013 (led by Rakuten, with DCM, Lightspeed, Floodgate, Innovation Endeavors).
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Founded
Slice founded in Palo Alto; debuts 'All My Purchases' for Yahoo Mail in May 2011, later expanding to Gmail and mobile apps.
- Series B
Slice raises $23 million Series B led by Rakuten; launches Slice Bookshelf, a social network for readers.
- Acquired by Rakuten
In summer 2014 Slice is acquired by Japanese e-commerce giant Rakuten for an undisclosed sum, as Rakuten plans a possible US expansion and seeks Slice's purchase-data technology.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
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Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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