Open Coffee 61

Open Coffee 61

Toward the end of this morning’s Open Coffee, University of Louisville student Jubin Shah asked Stacy Giggs, chief operator and president of El Toro, “So is El Toro the only company of it’s kind in the city… or the state…. or…?”

Giggs replied, “We’re the only one in the world.”

Indeed, this homegrown company invented and patented a “geo-targeting” technology that allows them to target Internet ads to particular households by mapping more than 140 million addresses to IP addresses. Think direct mail marketing on the Internet.

More than 30 people came to Open Coffee this morning to hear Giggs and David Stadler – vice president of client advertising operations — speak about El Toro.

According to their press release about Open Coffee, “Our clients include companies like GE, Fiat and Honda along with a number smaller organizations and political campaigns. In addition to household targeting we also use our technology platform to do retargeting of web visitors and target trade show attendees.”

Giggs says the current methods of serving up ads via cookies are problematic. Browsers are turning off cookies and there are real concerns about privacy and what people are doing with cookies. It’s very invasive.

El Toro’s methods are more accurate and more private.

But at Open Coffee, Giggs and Stadler made everything from the technology to the client acquisition sound like a breeze. Attendee Richard Teachout is a client and said he’s looking forward to geo-fencing his ads and targeting his demographics for his various business ventures (including Asylum Scream Park).

Giggs said El Toro is like “the Hair Club for Men”… they’re their own clients. The website launched 60 days ago, and it’s doing booming business.

Insider Louisville will feature a full-length profile of El Toro this week.


• Startup Weekend Louisville is Feb. 28 – March 2; if you can’t make the whole weekend, please come at 5 p.m. on Sunday to watch companies present.

• Applications are open for Venture Sharks competition

• Feb. 24, 7 p.m. iHub/LVL1 hardware meetup at iHub.

• Feb. 26, 9 a.m. until noon. Early-Stage Financial Modeling and Valuation Workshop at Velocity. $25, more information here.

• Feb. 28 at El Camino, “Shark Tank” viewing party featuring Kentucky native Lori Cheek’s company Cheek’d

Open Coffee Louisville
8 a.m. Mondays
iHub, 204 S. Floyd Street, Louisville, KY 40202
Free parking: in the Nucleus lot between Preston & Floyd.
Twitter: @startupLou #opencoffeelou

Thank you as always to Heine Brothers for providing the coffee. Thank you too to Wild Eggs for the everything muffins.

Next week’s topic: “Startup Weekend recap” by the SWLou moderators.