1. YPNHOI

2. YPNHOI
You’ve Probably Never Heard Of It

3. Coolness is indirectly
related to popularity
(first law of hipsterdom)

4. Thus, it’s only cool if no
one has heard of it yet.

5. Therefore,
Find places where no
one else goes.

6. Where The
Competition Went
Wrong

7. Predicting Undergroundness

8. Leveraging Social Capital

9. Leveraging Social Capital
Like It?
Leave a Negative Review on Yelp!
Complain to the NYC Health Department!
Generate Misleading QR Codes!

10. Leveraging Social Capital
Like It?
Leave a Negative Review on Yelp!
Complain to the NYC Health Department!
Generate Misleading QR Codes!
Hate It?
Tweet about it!
Check In On Foursquare!
Send a tip to Pitchfork or BrooklynVegan!
Share a bit.ly link!
Post to Your Facebook Wall!

11. PS: Don’t Tell Anyone About This App.
We chose a difficult to remember name for a reason.