Alpert previously founded a software company for automotive retailers, Sister Technologies, with his father. "I started a company out of high school with my dad which is where I learned how to be a scrappy entrepreneur, from him," he said.
After being in product-development mode for the last three years, Alpert and his team at Felt are ramping up marketing and, like most other millennial-driven start-up campaigns, capitalizing on social media shares and likes. "Basically, our marketing strategy now is to create fun, hilarious, intelligent and thought-provoking card collections and then blast them out over social media," he said.
Felt's initial campaign involved a quirky and entertaining spin on Mother's Day cards geared toward mothers-in-law, which were advertised on Facebook and Instagram. More than 600,000 people viewed the cards. The campaign received an average of at least 5,000 shares from websites on which it advertised. One card on Instagram received more than 30,000 likes.
While Alpert can't reveal the outcome of Friday night's "Shark Tank" episode, the marketing campaign has paid off. Downloads in the last four months have eclipsed the total downloads Felt had in the past three years, and a Valentine's Day featured placement in the Apple app store, along with another eight features since then, also helped.
— By Sonam Sheth, special to CNBC.com
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