Digital Dealmakers: Mark Moore

Dec 18, 2006  •  Post A Comment

The player: Mark Moore, CEO and co-founder of One True Media

The play: One True Media makes user-generated video look better. As Web video continues to flourish, the company is betting that amateur video creators will want to become more fluent in how to craft their short clips. Unlike fancy software packages geared to more of a “professional consumer” market for online video editing, One True Media is a set of online tools designed to be easy enough for the average online user to use, Mr. Moore said. Mr. Moore scored a deal with NBC’s new daytime talk show “iVillage Live” to enable viewers to submit videos to a weekly video contest accessible at iVillagelive.com. The best videos are featured on the show. Mr. Moore plans to strike deals with other networks as well. Onetruemedia.com is also a destination to view online video.

The pitch: The One True Media service is easy to use, with big tabs and buttons that help “late adopters” feel comfortable fiddling around with Web video. Users can then post those videos to YouTube, iVillage or any other video site. Because the service is designed to host videos on both the Web and TV, Mr. Moore said, One True Media’s technology displays the videos on television at a higher quality than most Web videos.

The competition: EyeSpot and Yahoo’s JumpCut also provide online Web video editing tools.

Pros: The market is huge. More than 106.5 million people, or about three out of every five U.S. Internet users, streamed or downloaded video during the month of July, comScore reported. That represents nearly 7.2 billion videos.

Cons: A far smaller slice of those users are actually creating and uploading videos. That’s what Mr. Moore wants to change. “Our toughest problem is to get people to do something with video,” he said. “We are trying to dispel the belief that it is hard to do.”

Backstory: Mr. Moore said he founded the company in 2005 after he spent eight hours trying to cut an eight-minute video of his son’s first birthday. “I felt that was way too much work,” he said.

The money guys: One True Media was initially funded with $2.1 million in private investment. Kleiner Perkins Caulfield & Byers invested $5 million in the company in April. Mr. Moore anticipates turning a profit within the next 12 to 16 months. One True Media makes money through DVD sales (users can turn their videos into DVDs) via subscriptions that let users store their video online and through other print-based products such as posters.

The numbers: More than 1 million users have registered for the service. One of the company’s first clients was Babycenter.com. As a result, the demographic for the service skews female and the user base is 65 percent to 70 percent women.

Who knew?

Mr. Moore began playing acoustic guitar three years ago to have sing-alongs with his kids. He now plays nearly every evening and usually strums kids tunes, such as songs from Australian band the Wiggles. He is 42 and lives in Burlingame, Calif., with his wife and two young children. Mr. Moore was born and raised in Klamath Falls, Ore., and earned a computer science degree from Northwestern University. He was a founding member of three start-ups: Listen.com, MilleCom and Diba. He also has worked for Oracle.