This document introduces six technology companies presenting at the OnMedia NYC 2011 event. It provides a one paragraph description of each company and their product or service. The companies represent a fraction of the over 300 information technology, communications and entertainment companies that MaRS, a large innovation center located in Toronto, works with. MaRS focuses on developing young companies and connecting entrepreneurs to international markets and investment capital.

1. Dealbook
2011
Information
Technology,
Communications
& Entertainment
OnMedia, NYC

3. Table of Contents
About MaRS 01
Venture Profiles
gShift Labs 03
InGamer Sports 04
OpenFile 05
PostRank 06
Viafoura 07
Wave Accounting 08
Key Contacts 09

4. It’s my pleasure to introduce our CEO
Showcase presenting companies at
OnMedia NYC 2011.
The six companies in this guide
represent a fraction of the Information
Technology, Communications and
Entertainment (ICE) companies we work with at MaRS.
MaRS is located in Toronto, Canada, one of the world’s
largest ICE clusters with over 11,000 firms, employing over
160,000 professionals.
The MaRS ICE practice currently provides advisory services
to over 300 active clients in Toronto and other Ontario
centres. MaRS has quickly earned the reputation of being
Canada’s leading incubation hub and operates as a major
deal flow engine. We remain focused on developing young
companies and connecting entrepreneurs to the right
international markets and investment capital.
I invite you to speak with our MaRS team at OnMedia NYC
2011 to learn more about our unique approach and to get
to know us online at www.marsdd.com or follow us on
Twitter @marsdd.
Krista Jones
Practice Lead, Information Technology,
Communications and Entertainment (ICE) Practice

5. Building Canada’s Next
Generation of Global
Technology Companies
MaRS is a large scale innovation centre - located in Toronto
and networked across Ontario - focused on building
Canada’s next generation of technology companies.
Growing to an impressive 1.5 million sq. ft., MaRS is located
in Toronto’s Discovery District, Canada’s largest scientific
research hub, surrounded by a creative urban community
and adjacent to leading financial institutions.
Since its opening in 2005, MaRS has attracted international
attention due to its scale, the quality of its discovery pipeline,
its collaborative model, and its comprehensive offering of
best-in-class services and programs designed to accelerate
the growth of emerging companies.
MaRS works closely with entrepreneurs to grow and scale
their ventures into global market leaders – in life sciences
and healthcare; digital media and information technology,
communications and entertainment; clean technologies,
advanced materials and energy; as well as innovative
social purpose businesses and social enterprises. MaRS
provides business advice and mentorship, market
intelligence, entrepreneurship education, seed capital and
access to critical talent, customer and partner networks.
01

6. A Model for Market Success
PEOPLE Exceptional Business Services & Market Insight
We provide specialized business advisory services and
mentorship, as well as research insight and capital connections
that are essential to emerging technology companies.
PROGRAMS Specialized Education & Networking
Our programs provide the business fundamentals of
entrepreneurship plus access to specialized educational
resources and networking events.
PLACE World Class Research & Collaboration Facilities
We house and incubate top technologists and scientists
in an environment optimized for innovation through
specialized lab/test facilities and collaborative workspaces.
Active MaRS Clients by Sector
18%
17%
129
118
3%
16% 116 19
324
46%
Information Technology, Communication and Entertainment
Life Sciences and Healthcare
Cleantech
Social Purpose
Materials and Advanced Manufacturing
02

7. Venture Profiles
gShift Labs, Inc.
gShift’s Web Presence Optimization software helps non-
technical marketers and agencies get control of their
entire online presence so they can rank higher organically
in search engines.
Organic search is the #1 lead conversion tactic according
to senior-level marketers. However, organic search
strategies are difficult to execute, measure and report
on. They typically require expensive consultants with
the necessary knowledge and expertise. With gShift’s
SaaS solution, the SEO process is conducted at a fraction
of the cost, by non-experts with daily insights into an
organization’s entire web presence. We deliver plain
language recommendations that provide the business
intelligence to get higher rankings. Plus we deliver more
understanding of what actions positively impact rank,
traffic and conversions.
COMPETITIVE ADVANTAGE
gShift has developed a unique patent-pending technology that
focuses on the content optimization process for the off-site factors
of organic search including: press releases, social media and blogs.
The company’s management team has a track record of identifying
key trends and building software for businesses that optimize
marketing processes. For the past twelve years they have worked to
provide organic search strategies for their clients.
CURRENT FUNDING
Raised $800,000
SEEKING
$3 million
2 Victoria Street, Unit 2
Barrie, ON, M5G X1X
www.gShiftLabs.com
03

8. InGamer Sports Inc.
Today there is a major market opportunity to change the way
live events are enjoyed by fans in the sports gaming space.
The traditional, hardcore sports gaming/fantasy market has
plateaued. Why? It has failed to deliver the level of social,
real-time engagement that millions of sports fans want.
While Fantasy sports games are played by 30 million people
in North America, there is the potential to capture a larger
share of a 130 million market of avid sports fans. InGamer
enables the power of social gaming to create an exciting new
way to engage with live events and your friends. Our mobile
and online platform is played during live sporting events in
real time, on a game-by-game basis. To play, users select any
6 players and receive points based on how those players
perform. After each Quarter/Half period, users can change
their players, a real time play feature yet to be effectively
utilized by other platforms.
COMPETITIVE ADVANTAGE
InGamer Sports is the only platform today that turns the
conventional sports gamer from a general manager to
an actual head coach which increases the engagement
and stickiness of live sports. Users can join anytime, play
anywhere and play against anyone while our unique analytics
engine provides real-time stats on audience engagement
across every touchpoint. This gives broadcasters, brands
and sports leagues a more effective way to monetize their
audience. Designed by an experienced team of sports and
media industry professionals, InGamer has been validated by
top-tier clients such as the Canadian Broadcast Corporation
(CBC) and Rogers Sportsnet. The company has recently
partnered with IMG for global distribution.
CURRENT FUNDING
Privately Financed
SEEKING
$2 million
17 McTague St.
Guelph, ON, N1H 2A7
www.ingamersports.com
04

9. OpenFile
OpenFile is a new model to gather, share and report local
news. At OpenFile we have inverted the traditional news
model asking users — not editors — to drive our editorial
content: You suggest the story, we assign the reporter and
together, we shape the news.
OpenFile users suggest a story by opening a ‘file’. The
OpenFile editor posts that file assigning a professional
journalist to cover that story and helping curate the
conversation with users. Users can add related links,
pictures and video, adding depth to the story and
expanding its audience. All of OpenFile’s content is geo-
tagged offering advertisers a more targeted audience.
Knowing our users interests and locations allows us to
deliver advertisers contextual messaging at a hyper-local
level - something traditional media is not offering.
OpenFile is operating in seven Canadian cities and is ready to
launch around the world. We are partnering with traditional
media to give them a deeper reach into communities through
the unique OpenFile model, creating new audiences, more
interactivity and higher engagement times for newspapers
desperate to enhance their digital properties.
COMPETITIVE ADVANTAGE
Our bottom-up model produces a constant stream of original
and unique content that traditional media tend to miss.
OpenFile’s user-suggested stories have higher engagement
times and produce more varied content than traditional media,
tapping into a whole new market of news at the neighborhood
and community level – the stories people are most passionate
about. Using its unique ‘turn key’ interface, OpenFile can cover a
city or town with one editor and available freelance reporters.
CURRENT FUNDING
Not disclosed
SEEKING
$2.5 million
219 Dufferin St. Suite 211b
Toronto, ON, M6J 3B4
www.openfile.ca
05

10. Post Rank Inc.
PostRank™ is the Neilson© ratings system of the Internet. We
aggregate, archive and analyze content and each engagement
event with content happening on the social web (tens of millions
of stories and events daily). PostRank™ solutions provide insight
into the articles, sites, authors and topics that generate the most
social engagement and social influence.
With more than 80% of the content on the web now found
in social networks instead of by direct search, and with over
50% of the social engagement with that content happening in
the first hour - understanding where and when articles, sites
and authors are resonating with the audience is critical. From
Ad Networks, to Agencies, to Corporate Enterprise, to News
Aggregators, PostRank™ social engagement solutions provide a
high precision toolset for extracting business intelligence from
the social web driving revenues for our customers.
COMPETITIVE ADVANTAGE
PostRank™ has the most comprehensive database of how and
where content is making a social impact with an online audience.
We have been aggregating, archiving and analyzing content
(and related meta data) on the web for more than 3 years. We
collect 5 – 7 million articles per day from the highest quality
sources, and track and archive more than 20 million discrete
engagement events with those stories daily.
We will also have the world’s largest database of “claimed” or
“verified” online authors on the Internet by September 2011.
Much like LinkedIn©, we have been successfully incenting
authors to verify their sites, social graph profiles and expertise
in topic areas resulting in the most accurate influencer
identification service that exists.
CURRENT FUNDING
$5 million
SEEKING
$3 million
505-180 King Street South
Waterloo, ON, N2J 1P8
www.postrank.com
06

11. Viafoura
Viafoura drives continual dialogue among online consumers
through a patent pending system that utilizes split screen video
debate, text and gaming reward systems. We allow publishers to
increase user engagement, time spent, and page views around
their content.
As content becomes increasingly specialized, the degree of
engagement that consumers have around user generated
content is in many cases more powerful than the content
produced by the publishers. This creates a massive opportunity
to monetize these conversations between content publishers
and content consumers.
Improving legacy text-based commenting and forum systems,
Viafoura provides a much needed industry standard technology
to increase engagement and increase ad revenues.
COMPETITIVE ADVANTAGE
Current user engagement solutions that are primarily text-
based fail to drive the improved experience now possible with
rich media technology. It’s this added value for consumers that
also allows us to monetize these conversations for publishers.
Viafoura is the only platform that combines both the
commenting section and community section of websites into
a seamless user engagement tool. Viafoura at its core is built
around obtaining user contributions through 3 different ways:
Text, video and split screen video debate.
CURRENT FUNDING
$250,000
SEEKING
$1.25 million
5500 Yonge St. Suite 2411
North York, ON, M2N 7L1
www.viafoura.com
07

12. Wave Accounting, Inc.
Though every small business needs to do some form
of accounting, two-thirds of them don’t use proper
accounting tools due to cost, hassle or confusion. Our
approach is to eliminate these three primary friction
points while providing a superior accounting program for
small businesses. By using a radically different business
model and rolling out a free product, we fix the cost,
complexity and confusion of accounting.
Wave is a full accounting application (not just invoicing or
cash flow). And it is totally free – not just a free trial, not
just “freemium.” Wave connects to over 10,000 financial
institutions, and imports data directly into the app. This
allows the business owner to do away with manual entry and
the ever-mounting backlogs of receipts – the most painful
part of accounting. Wave then auto categorizes transactions
to make things even easier.
COMPETITIVE ADVANTAGE
Our new business model, with a $0 price tag, changes
everything for small business owners on the fence. Bank
data can easily be imported and auto categorized to allow
for both personal and business expenses to be logged in
a single application. As well, multiple businesses can be
accessed through a single account. Wave Accounting also
allows for unlimited collaboration with your accountant or
business partners. Coming soon, the application will provide
mobile features to allow OCR scanning of receipts and the
ability to submit receipts via email.
CURRENT FUNDING
$1.5 million
SEEKING
$3 million
276-206 Carlaw Ave
Toronto, ON, M4M 3L1
www.waveaccounting.com
08

13. Key Contacts
MaRS CONTACTS
Krista Jones
ICE Practice Lead
kjones@marsdd.com
(416) 414.0656
Peter Evans
Sr. Advisor, ICE Practice
pevans@marsdd.com
(416) 624.3437
Mark Zimmerman
Sr. Advisor, ICE Practice
mzimmerman@marsdd.com
(647) 618.9449
MaRS Discovery District
MaRS Centre, South Tower
101 College Street, Suite 100
Toronto, Ontario, Canada M5G 1L7
T 416.673.8416
F 416.673.8181
www.marsdd.com
09

14. COMPANY CONTACTS
gShift Labs
Krista Lariviere
Co-founder & CEO
krista@gshiftlabs.com
(705) 791.3436
InGamer Sports Inc.
Nic Sulsky, Founder and CEO
nic@InGamerSports.com
(416) 834.0413
OpenFile
Wilf Dinnick
Founding Editor
wilf@openfile.ca
(416) 583.2118
Postrank Inc.
Carol Leaman, CEO
carol@postrank.com
(519) 514.0064
Viafoura
Jesse S. Moeninifar
Founder & CEO
jesse@viafoura.com
(416) 564.6228
Wave Accounting
Kirk Simpson
President & CEO
kirk@waveaccounting.com
(416) 662.1162
10

16. www.marsdd.com
twitter: @marsdd