PaletteApp, Inc.

Modernizing Palette Creation and Sample Management for the Design & Architectural Community.

  • Apps
  • Chicago, IL
  • 2 employees

PaletteApp, Inc. is raising $705,500 on EarlyShares.
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$10+B TAM disrupted by new SaaS system, PaletteApp!

Top design firms and manufacturers agree that PA is an unmatched SaaS tool that revolutionizes the way the industry finds, selects and completes their projects. PaletteApp is a digital catalog and seamless app with over 80,000 products, 5,200 designer firms (and growing), ready to accelerate to the next level.

PaletteApp pitch

As technology redefines professional life in nearly every industry, the architecture and interior design communities continue to rely on outdated, expensive, and inefficient processes to review, order, and organize design samples.

PaletteApp changes that.

PaletteApp is an unmatched online tool for designers, architects, and manufacturers that revolutionizes the way the industry has managed palettes and samples for decades. PaletteApp is a modern digital sample catalog and seamless, free app for reviewing, organizing, ordering, and sharing design palettes.

By streamlining the wasteful, time-consuming, and expensive processes surrounding palettes and samples, PaletteApp monetizes the digital disruption of the design industry and improves efficiency and cost-savings across the design community.

More than 5,200 architects and designer firms and 173 design schools in 18 countries are already use PaletteApp to order from over 80,000 products from 75+ manufacturers. PaletteApp will collect a commission on every sample or project binder ordered.

A patent is pending for the ability to create a virtual palette visually, to order product samples from multiple manufacturers at one time, to download multiple specifications from multiple manufacturer at one time, and to create a project binder online. The team is working on two other patents to be filed within the next six months.

With PaletteApp:

  • Manufacturers eliminate sample book expenses by posting digital product catalogs to PaletteApp
  • Design and architecture firms lower library costs by maintaining up-to-date online libraries
  • Design pros save time and money. PaletteApp saves designers and architects 120 million hours per year industry-wide
  • Processing orders is faster and cheaper for manufacturers – just $0.50 per sample
  • Creating Project Binders is faster and cheaper for the design firm and general contractor - just 10 min. vs 24-30 hours
  • Project planning is made easier. PaletteApp is a full-circle way for designers to streamline and manage projects

PaletteApp offers its streamlined, easy-to-use app to designers, architects, students, and other users at no charge. This enables PaletteApp to acquire users quickly and inexpensively.

Manufacturers post their product catalogs to the app and pay $0.50 to PaletteApp for each sample ordered. This commission to PaletteApp is a huge cost savings compared to the $1.67-$4.20 manufacturers spend to process a phone order.

PaletteApp is expanding its offerings to include

  • a mobile enabled version of PaletteApp to work on all mobile devices, regardless of the OS
  • a full-service ‘Project Binder’ tool for designers and architects to be offered at a premium price
  • subscription-based services, beginning with PaletteApp Student

paletteapp progress

PaletteApp has over 6,500 users and has developed the largest online database of materials for commercial architects, designers, and manufacturers. 1,500+ sample orders have already been placed through PaletteApp.

PaletteApp has users from

  • 20 of the top 20 design firms in the U.S.
  • 67 of the top 100 firms in the U.S.
  • Prestigious organizations like NASA, Toyota, PepsiCo, Disney, and many more

PaletteApp is working with seven major design firms – representing $4 billion annually in specified materials – to commit to PaletteApp and write letters to manufacturers compelling them to use the app as a catalog.

Universities and design schools are a growing aspect of PaletteApp’s expansion plans. PaletteApp has more than

  • 1,400 student users from 173 schools
  • Users in 253 locations in 18 countries and counting

A subscription-based PaletteApp Student tool and educational tools for the PaletteApp web site are in development. PaletteApp has a working partnership with the design students and professors on these student-focused services.

For more information, visit the Traction and Investment Details tabs of this offering.

  • Management
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      Jerry Freeman

      Founder & CEO of PaletteApp, Inc.

      Jerry has 25 years of experience in design and manufacturing. He has founded or co-founded four successful startups – two design firms and two carpet mills – including Constantine Commercial Carpet, which went from $0-50m in 5.5 years. He also spent years working for industry leaders Gensler and The Mohawk Group. Under Jerry's leadership, PaletteApp's team has won over two dozen design awards from the American Institute of Architects and Institute of Business Designers (IBD, now IIDA). Jerry has been part of some very talented design and sales teams over the past 20 years and has won several top sales awards himself. He continues to strive to be a leader in his field and to helps promote and educate younger sales members of the TMG team – bridging the gap between conception and design to an actual product line.

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      Tamara Davis

      Director of Brand Management

      Tamara Davis serves as PaletteApp’s Director of Brand Management. Ms. Davis is responsible for all aspects of marketing, including product development and brand management. Ms. Davis has over 20 years of design and product management experience, most recently having served as Director of Product Management and Development at TCG. While at TCG, Ms. Davis led product development for the launch of two product divisions: Attune, and CalvertFreeman. In this capacity, Ms. Davis was responsible for establishing product portfolios, selecting manufacturers, and leading all aspects of brand management, including corporate image and web site development. Prior to TCG, Ms. Davis held roles in design and project management at Lees Carpets, Branca, Inc., McClier/AECOM, Bozell Worldwide, Artista Records Nashville and William Morris Agency.

  • Board
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      Glenn Gottfried

      Business Leader & CEO Advisor

      Glenn is an executive and strategist who identifies business models and develops teams that achieve accelerated growth through new business and product development. He has led divisions and core business units of Thomson Reuters and others in the business/consumer services, information services, and technology sectors. Glenn earned an M.B.A. from the University of Chicago, an M.S. in Engineering from the Georgia Institute of Technology, and a B.S. in Mechanical Engineering from the University of Vermont.

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      John Rouse


      A design publishing veteran of 27 years, John has total responsibility for business operations for Contract Magazine. John began with Interiors Magazine, becoming publisher in 1994. After a series of mergers, John joined Contract as publisher in 2001. In 2005, John began discussions that led to the launch of Contract China in 2006. In the past 7 years, Contract has been honored with six national design and editorial awards for its print and digital products.

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      Laurence Hayward

      Founder/Partner of Independence Equity & VentureLab

      Mr. Hayward will serve as an Investment Partner of the Fund and is a member of the Investment Committee. Mr. Hayward has extensive experience working with smaller companies. Mr. Hayward founded VentureLab to help early-stage companies gain access to the resources they need to grow such as capital, quality people and strategic partners. He is also a Managing Partner for Rainmaker Securities LLC, a FINRA broker-dealer. He previously served as a Managing Partner at SCIUS Capital Group, where he completed more than a dozen private placements (primarily seed and venture capital equity offerings) in areas ranging from water purification to nano-structured materials. He is also a Co-Founder and Director of Cornerstone Angels, a private network of angel investors. Previously, he has held leadership positions as the Chicago Office Managing Partner for Jesup & Lamont Securities, President of entrepreneurial start-up Vcapital. He worked at Arthur Andersen from 1992 to 2000, including as the international marketing director of the Enterprise Group, a $500 million revenues practice serving middle-market and venture-backed companies. Mr. Hayward earned a BS Psychology & MBA from the University of Illinois in Champaign/Urbana, graduating a year early. He serves on the CEC Client Advisory Board and Entrepreneur-in-Residence Program of the Chicagoland Chamber of Commerce assisting local entrepreneurs. He also serves on the Advisory Boards of several Chicago-area companies. Mr. Hayward is an active member of the Angel Capital Association and Cleantech Venture Network, an environmentally focused investor network. He also volunteers his time as a guest lecturer, panelist, and business plan judge for the University of Chicago Booth School of Business, Kellogg School of Management at Northwestern University, DePaul University’s MBA program and his alma mater. He holds a Series 7 license.

  • Advisors
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      Jeannette Lenear

      Director of Interiors - Senior Vice President - VOA

      Jeannette joined VOA in 2003 and has served many roles during her tenure. Her experience with the firm has taken her from design work on various types and sizes of projects to business development in the US and in the Middle East. As Director of Interiors, Jeannette is responsible for the overall leadership of the Corporate Interiors team in Chicago. She continues to be intimately involved in project work and is committed to ensuring that every client receives the best service possible. Jeannette’s ability to connect with clients, her energy, communications skills and dedication to her clients is what makes her a leader at VOA. Jeannette is a LEED Accredited Professional.

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      Cheryl S. Durst, Hon. FIIDA, LEED AP

      Executive Vice President/CEO for IIDA Headquarters

      IIDA is a professional networking and educational Association of 13,000 Members in 10 specialty practice forums and 33 Chapters around the world. As EVP & CEO for IIDA, Cheryl has extensive background in product and program marketing development and implementation, and has created sales and marketing programs for Reff, Inc. and the Federal Sales division of Knoll. She headed Meeting Planning for the Washington Design Center/Washington, D.C. (a division of Merchandise Mart Properties, Inc.). In 2001, in recognition of Cheryl’s accomplishments within the Association and her contributions to the industry at large, the IIDA Board of Directors conferred Honorary Member status to her.

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      Jennifer McDermott

      Senior Associate, Perkins Eastman

      Jennifer is a Senior Associate at Perkins Eastman, where she serves as an Interior Designer for Hospitality based Senior Living Communities. Prior to this, Jennifer worked as an interior designer for Soraya Planning & Design, working with Boutique Corporate firms. She holds a BA in Interior Design from Columbia College in Chicago.

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      Grace Jeffers

      Writer, Design Historian, Materials Specialist

      Writer, blogger and guru of the materials world. Grace is a key voice in the materials world for architects and designers.

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      William Bouchey, IIDA

      Director of Design, MMoser Associates

      Bill has been in the design community as a leader for over 20 years. He currently is Director of Design for MMoser Associates, one of New York's top design firms.

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      Charlie Bell

      General Manager at Teknion Studio Group

      As a recognized leader in the contract furniture marketplace, ICharlie has held senior positions with high-end, design focused furniture companies. His multifunctional experience includes: product development, marketing, sales management and team development, manufacturing and operations. He brings years of market and product experience to the development process enhancing the ultimate market success of new furniture products. Charlie is currently creating a new division for Teknion, Teknion Studio, which will develop design driven upholstery and table products. He is also leading a new distribution and manufacturing partnership with B&B Italia and starting a new textiles division, Teknion Textiles, with Suzanne Tick.

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      Kay Sargent

      Vice President Architecture, Design and Workplace Strategies at Teknion, Business Furniture Consultants

      Kay Sargent, ASID, IIDA, CID, LEED AP, NCIDQ, is VP of Architecture, Design and Workplace Strategies for Teknion. In her role she is working with the A&D reps across the country, meeting with my design peers, focusing on client experience and working with thought leaders to conduct research, and developing tools and resources for workplace strategies. And, of course, doing one of her favorite things…talking about the power of design and its positive impact on both a business and personal level. Kay has a design degree from Virginia Commonwealth University and has studied environmental design at Parsons School of Design in New York. She has been a practicing design professional for 25 years and specializes in working with government agencies and corporations. In the past 10 years she has broadened her specialization to portfolio optimization and workplace strategies. She has participated in developed real estate and workplace strategies for multiple national and global companies. She offers insight into how her approach to design has evolved and also how she has seen the industry as a whole, respond to the challenges facing organizations and their workplaces today. As a professional member of IIDA she has served on the International Boards of IIDA, NCQLP and NCIDQ. She has also taught courses at the University level and has given many lectures and classes to other design professionals. She has authored several articles pertaining to the design field.

  • Investors
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      Dean Weinberg

      Director, Global General Services at Citadel LLC

      Senior executive with extensive experience managing General Services and Administrative divisions of large and small entities, with strong leadership, organizational, and cost management skills. Demonstrated success working collaboratively with business leaders to deliver innovative ideas in demanding environments, especially those planning or requiring change. Specialties: General Management, Sourcing, Supplier Management, Service Delivery, Operational Efficiencies, Real Estate Acquisition & Disposition, Facilities Management, Insurance & Risk Management, Food Service, Meeting & Event Management, Mail & Transportation, Aviation, Security.

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      Batterson Venture Capital

      Venture Capital Firm, Chicago, IL

      Batterson Venture Capital, LLC's goal is to create a collaborative relationship with entrepreneurs built on a foundation of mutual partnership and trust. This foundation is the cornerstone upon which our successes are built from and true innovation continues to thrive. BVC’s objective is to consistently deliver compelling venture capital investment opportunities to high-net-worth investors.

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      Omphalos Venture Partners

      Venture Capital Firm, Shakopee, MN

      Omphalos Venture Partners wishes to work with founders and entrepreneurial management teams who aspire to achieve excellence. We are actively seeking investment opportunities in privately held, US based, early stage consumer, healthcare and information technology companies.

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      Bruce Ianni

      co-founder / ceo at ShotTracker

      Bruce Ianni, 2008 Pipeline Innovator of the Year, is a recognized leader and change agent in optimizing sales, marketing and product development processes through the use of Internet and mobile technologies in the global Life Science, Chemical and Food, Beverage & Nutrition industries. He was awarded Pipeline Innovator of the Year in January 2009 and his company, Innovadex, (best described as a "Google for chemists") has grown to become the largest product technical data sheet database in the world for the global industries they serve.

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      Jim Dodd

      Managing Director at UL Information & Insights

      As Managing Director, Jim is the head of all operations of the combined companies now forming the Materials Search division in UL's Information and Insights Group. He also serves as Chairman of the Enterprise Center of Johnson City, which is an Overland Park based incubator and venture development operation.

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      Lamya Mahmood

      CEO at Dr. Lamya's Laser Specialist Dental Center

      Lamya is the CEO at Dr. Lamya's Laser Specialist Dental Center. The owner of two laser specialist dental centers in Bahrain, she has an MSC in Laser Dentistry. She is a primary investor in Nasseo and current investor in PaletteApp.

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      Jeff Held

      Innovator & Venture Capital Professional

      Jeff is a venture capitalist, investor and innovator. He has invested in 12 early stage companies, participated in starting up 8 companies and currently holds 25 patents. Over his career, his private & public companies have created over $5B in shareholder value.

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      George Deeb

      Managing Partner at Red Rocket Ventures & Ensemble Alliance

      Managing Partner at @Red Rocket Ventures and Ensemble Alliance. Member of FireStarter Fund. Serial Entrepreneur. Crains Chicago Tech 50. From 2009-2010, George was the CEO of MediaRecall, a B2B digital video services and technology business. George lead the sale of the business to Deluxe in February 2010 at up to a 10x return on invested capital. George helped to build a $25MM sales pipeline from big brand entertainment clients and cut a strategic content monetization and strategic distribution relationship with Getty Images. George provided growth capital for MediaRecall prior to the sale to Deluxe. Between 1999-2008, George was the Founder and CEO of, the #1 adventure travel website with over 1MM visitors per month (now a division of TUI Travel PLC, the largest seller of leisure travel in the world). iExplore was a venture backed business, including a strategic relationship with National Geographic. George was the seed capital for iExplore. Between 1991-1999, George was an Investment Banker with Credit Suisse First Boston, doing mergers and acquisitions and corporate finance in the retailing/consumer industry group. George received his BBA in finance from the University of Michigan in 1991.

You must be an accredited investor and request access from the company to access the confidential offering material and information.

You must be an accredited investor and request access from the company to access the confidential offering material and information.

You must be an accredited investor and request access from the company to access the confidential offering material and information.

You must be an accredited investor and request access from the company to access the confidential offering material and information.

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Quick Facts
  • A palette usually takes between 1-2 hours to create. With PaletteApp, it takes 10 minutes.
  • PaletteApp eliminates nearly $4 billion in wasteful spending on sample books by manufacturers.
  • PaletteApp collects a commission on every sample ordered (currently 80,000+ on the site).
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