Founders: Alexa Andrzejewksi, 27; Soraya Darabi, 27; Ted Grubb, 29
Year founded: 2009
Location: San Francisco and New York City
2010 Revenue: Undisclosed
2011 Projected Revenue: Undisclosed
Alexa Andrzejewski returned to San Francisco from a vacation to Japan with an idea: a field guide to global food. To learn about bootstrapping her book project, she joined Women 2.0 and started aggressively networking, talking about her plan to catalog restaurant dishes. Tech start-up veteran programmer Ted Grubb met her at a happy hour at Adaptive Path, where Andrzejewski was a consultant, and advised she steer her 20th-Century project into the smartphone era.