We’re Really a Technology Company: Lerer

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July 30 (Bloomberg) -- Lerer Ventures Managing Director Ben Lerer discusses his business ventures on “In The Loop.” (Source: Bloomberg)

We have not had a chance to dig into your own company.

It was a big step for your company to go from content to commerce, but now you're almost all commerce.

No, no, we are totally a blend.

But are we -- i are you?

We are not just to commerce business.

What is wrong with being a commerce business?

Nothing wrong with it, but we think about the world through a content lens, so we want to be a media business, a gay way for brands to build relationships with our audience -- a gateway for brands to build relationships with our audiences.

What is the next step?

What will be the next thing you experience -- experiment with?

At the end of the day, we have three brands, through list, jack, and super which are all different areas of lifestyle.

Those brands are examples of how the platform we build can be used.

At the end of the day, we are really a technology company.

What we have built is an editorial cms, content management system for editors to go in and create content with, and inventory system on the commerce side, we have built them on top of each other in one place where you can create shop a poll content.

And no one has ever built something quite like this.

-- shopable content.

And no one has ever built something quite like this.

Didn't you create something like this online?

Lots of ways to create a sense of people shopping around you.

Lots of hints as to when something is going to run out or how many others are looking at the same product you are looking at.

We have a group of women stylists who you can chat with in real time and get advice from the woman who works at the store who helped to pick up the stuff.

I look at your company, and then i look at amazon.

When anyone thinks about online retail, they think about amazon.

Absolutely.

Where is the opportunity here that amazon is not paying attention to?

We don't have much in common with amazon.

Amazon is about how i define web 1.0 commerce, which is faster, cheaper.

We are about curating experience.

They are trying to do that.

A are trying, but that is not in there and dna.

They are not doing a good job.

What are they missing at the end of the day?

Is just not the dna of the company.

The company is about efficiency, efficiency, efficiency.

They don't create their own products.

They don't do a great job of storytelling and creating content.

They really are the most efficient store in the world.

For us, the opportunity is for us to find these different areas of interest and create brands that speak to people's emotions.

What is your exit strategy?

The exit strategy is to keep building a great company -- o, come on, what is your strategy?

No, really, to build a company that is sustainable and growing so we can have all options open to us.

And theoretically, eventually you go public, or someone loves us and wants to buy us.

What would you prefer?

I guess, i would prefer one day to be bought than to go public.

That is just because i think being public can be really tough, and the scrutiny of wall street, i think companies make decisions that are often not best for the business because they have to appease public shareholders.

I like the idea of being apart of -- a part of a business with extra dairy resources who can help us build the brands we operate into famous brands.

Who would be a possible acquirer?

Who would you love to work with?

I don't know the answer to that.

I wish i did.

There are big commerce companies that covet content and the idea of having -- of knowing how to build that relationship.

Great to see you.

Thank you for spending the hour with me.

We will be back in two minutes on "in the loop."

This text has been automatically generated. It may not be 100% accurate.

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