NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Lynn Perkins: Co-Founder of UrbanSitter

My NativeAdVice:


As a startup veteran, Lynn has more than 15 years of experience building and growing consumer Internet businesses. Prior to founding UrbanSitter, Lynn served as founder and CEO of and VP of Business Development at At Gap Inc., LaSalle Partners, and Joie de Vivre Hospitality, Lynn gained extensive business and transaction experience.

How did you get into the tech industry?

After college I was working in real estate finance in Chicago, but I was extremely interested in doing something more entrepreneurial.  One of my roommates had founded a startup company.  He introduced me to cofounders of a startup company in the Bay Area that was looking to make their first permanent hire, a business development person.  I joined the company and made the leap into the tech industry.  Since then I’ve bounced back and forth between real estate development and tech startup companies.  I guess I like businesses that build something.

Tell us about UrbanSitter. What inspired the idea and what is your vision for the company?

As busy parents, my co-founders and I saw a need—we were finding it time consuming and difficult to find a trusted babysitter who was actually available when we needed the help. We needed a way to simplify and personalize the process.  So we created UrbanSitter to help parents find and book babysitters they are connected to through friends and common affiliations. It makes booking a trusted babysitter as easy as booking dinner reservations.  The site and app enable parents to search, book and review trusted sitters within minutes.

What strategic partnerships have you implemented that have attributed to UrbanSitter's success?

One of the most valuable aspects of UrbanSitter is how we integrate a user’s social graph.  As a parent, not only do we show you connections to sitters through your Facebook or LinkedIn, we also surface connections through local organizations you trust such as your child’s school or your moms’ group.  We have over 10,000 of these schools and organizations on our site.

What industry trends are you noticing and how do you capitalize on them?

UrbanSitter is at the intersection of some key macro trends, including social and local recommendations, the growing trust economy, as well as personalization and mobile transactions.  For instance, we facilitate mobile payment to make it easy for parents to pay sitters from their mobile device.  Not only is this incredibly convenient, but parents and sitters also tell us it removes the awkwardness at the end of the job when a parent asks the sitter for her rate, struggles to calculate the total, then proceeds to dig in their wallet for enough cash.  Paying via mobile relieves both parties from this uncomfortable ending to a job.

Life Motto? 

There’s a saying I love – "Leap and the net will appear."  Throughout my career, I’ve tackled jobs in unfamiliar sectors where I felt my skills and passions could transfer.  If the job sounded interesting and offered the potential to learn and grow, I’d take that leap. Approaching each new role with an attitude that nothing great can be achieved without a little risk has been the key to not just the success I’ve found in business, but also to loving what I do.

UrbanSitter's Motto? 

Your last minute hero. 

Your greatest success as founder of UrbanSitter? Most difficult moment-how did you overcome and what did you learn?

When we launched a mobile app, our sitter response time dropped from hours to minutes.  Most of our sitter members are on their mobile phones all the time, so being able to respond to job requests from their phones is not only convenient for them, but also exciting for parents who are looking for a last minute sitter.  It’s not uncommon for a sitter to respond to a job request seconds after they receive it.  This makes finding a last minute sitter a reality for parents in need of help, which was a big milestone for the company and our members.

Personally, for me, I was thrilled when a parent who I had just met at the park suggested that I try UrbanSitter.  The fact that UrbanSitter was being recommended by moms to other moms was very meaningful to me.

One of our biggest challenges was helping parents feel comfortable with the idea of booking a babysitter on the internet.  We realized the key to overcoming this challenge was integrating social recommendations from friends and other trusted parent organizations. When parents realized that they could find sitters previously vetted by friends and other parents from their child’s school or moms group, they were excited about UrbanSitter. 

Your advice to an aspiring entrepreneur?

My advice would be to build an initial product or service that is, in the entrepreneur’s opinion, excellent but not perfect.  I meet with many entrepreneurs who want to wait until they have the product or business perfected before releasing it to the public.  I think this can be a mistake, because you learn a lot from initial customer feedback. Don’t spend too much time planning for what the customer may want versus getting real feedback.  I also think you can use this same approach to figure out if you have a viable business idea.  If you think you want to leave your current job to start your own business, start by building the product or business in the simplest way possible.  This will force you to prioritize and focus on the most important things.  If your idea resonates with potential customers then you may be on to something!

Favorite travel destination? 


One food and drink left on earth, what would you choose? 

A good glass of red wine and a prosciutto pizza.

childcare resources

What literature is on your bed stand? 

Station Eleven by Emily St. John Mandel (fun reading)
What Got You Here Won’t Get You There by Marshall Goldsmith (for work)
Dinner at the Panda Palace by Stephanie Calmenson (to read to my kids)

Role model - business and personal?

Diane Von Furstenburg is known for saying “fear is not an option.” That resonates particularly well with me.  In addition to her enormous professional success for 30+ years, she’s also an icon of female liberation and is considered a voice of authority who passes on her wisdom and positive outlook.

Current passion? 

When I’m not spending time with my family or working it’s a toss up between watching Scandal while exercising or finding the best cappuccino in San Francisco.

Most interesting headline you've read this week?

Living in San Francisco I'm partial to this headline:

Nightengale: Bumgarner, Giants flatten Royals, crowd in Game 1 – USA Today

What's next for UrbanSitter?

We are very focused on mobile right now.  Our goal is to build out mobile features and leverage integration points that are unique to mobile to “wow” parents and sitters.  Instead of offering the same functionality on mobile and web, we are developing mobile components that take advantage of the on-the-go immediacy of mobile device usage.


Lynn is passionate about connecting people with each other. Uniting babysitters and parents is her latest quest. Previous accomplishments include introducing three couples who are now married, matching apartment-seeking friends with roommates in rent-controlled units, and numerous job placements.

Lynn is a graduate of Stanford University. She and her husband enjoy exploring San Francisco with their three adventurous boys.