During the program the founders decided this wasn't an attractive enough market, and pivoted to build MobIntent, a startup that aims to help clients get the most out of ad campaigns across the rapidly growing selection of mobile ad networks.

The company is less mature than several of their peers. “We’re really focused on perfecting the product market fit,” is how the founders explained it to Betabeat by phone. “They are still prototyping and piloting it,” is how one mentor described it. The company has several pilot partners who they believe will help them generate data about the ROI MobIntent can produce, evidence they will need as they try to raise their first seed money at Demo Day.

The company will be entering a crowded market where competitors range from other startups to rapdily expanding firms like Medialets to tech titans like Google.