paidContent.org - Chopra's Daughter, Ex Yahoo Exec Launch Lifestyle Site
Friday, October 24, 2008; 1:07 PM
To the already lengthy list of health, wellness and green-lifestyle sites and social nets, you can now add another: Intent.com. Co-founded by Deepak Chopra's daughter Mallika Chopra and former Yahoo director of product management Sal Taylor Kidd, the site lets users create profiles and share inspirational stories.
The Santa Monica, Calif.-based startup raised a seed round of funding led by Richard Wolpert in February (Wolpert is now heading MailRoom Fund, part of William Morris). A number of private investors also joined the round: Rich Lefurgy, Kumar Malavalli, Causecast's Ryan Scott and Good Magazine's Ben Goldhirsh. The site had previously been in stealth mode, and Chopra, a wellness author and mommy blogger, said that it was a few weeks away from raising its first institutional round.
Intent.com will run on advertising, but Chopra also said that there are content-aggregation and distribution deals in the works that should help the site stay afloat amidst trimmed down budgets. For example, a breast cancer-focused content and sponsorship campaign called "Healing the Whole Woman" recently ran across properties like Yahoo Shine, Huffington Post, Beliefnet, and Martha Stewart. Competition is heavy in the health and wellness space?other players include PeopleJam and Care2.