Startup Watch: Decide Uses Data to Kill Buyer's Remorse

A Look at Its Strategy, Mechanics, Prospects and Who's Onboard

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The Strategy: Have you ever bought a brand new TV after weeks of research and then saw an ad for the same model on sale, the very next day? Decide aims to solve those problems and others, resolving to "help consumers shop with no regrets."

How it works: Predictive data algorithms scan and analyze online deals to tell potential shoppers the odds that the price of an item they're considering will go up or down. It also scours product ratings and reviews, which are compiled into Decide Scores.

Who's onboard: Decide is run by President-CEO Mike Fridgen and Chief Technology Officer and co-founder Oren Etzioni. They've raised $8.5 million in venture capital from Madrona Venture Group, Maveron and assorted angel investors.

Prospects: We like how it harnesses big data to create value for consumers. Since its 2011 debut, it's expanded beyond appliances and consumer electronics to include sports and outdoor, tools and hardware, and lawn and garden.

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