Small Biz

Vinorati

Launched: December, 2006
Founded by: Lisa and Frédéric Roskam
Number of employees: 3
Traffic: n/a
Founders' favorite wine at the moment: 1999 Trimbach Clos Sainte Hune Riesling

What it does: Social network with tasting journals and wish lists
How it makes money: Advertising and referrals to wine vendors and search engines

Belgium-based couple Lisa and Frédéric Roskam started Vinorati to turn their love of wine into a full-time business and create a forum where other oenophiles can share tasting notes and recommendations. They combined their wine credentials--Lisa has a master's in viticulture and oenology from University of California at Davis, and Frédéric's family owns a winery in the Saint-Emilion region of France--with Frédéric's computer knowledge as an electronic engineer. When they started the business, a good friend was their third partner, a tie that proved to be Vinorati's most difficult challenge. "We found that our business ideas and aspirations were incompatible. It would therefore be impossible for us to build a business together," Lisa says. They ended the business relationship early on, "So it wasn't as complicated as it could have been, but it was nonetheless difficult logistically, financially, and personally."

Secret to success: "When embarking on a business project, don't lose sight of the fact that it is a business. Carefully consider potential future outcomes, both good and bad, and make sure you have agreed upon decision-making processes and exit possibilities. It seems ridiculous to do so early on in a project, but it can be very important, and indispensable once you have actually invested money."