1. Highlighted in Yellow *Information Needed
Project Sherlock Executive Summary
Confidential Internal Review Only v2
2011
Project Sherlock
4624 Fuller Street, Santa Clara, CA 95054
1-650-906-2222
Contact
Vishal Verma
Founder
vishal@edgewoodvp.com
Seeking Funding for a Proof of Concept
Seed round, $300,000
Use of Proceeds

2. Initial software development based on client’s requirements. Focus on ease of use and baseline metrics.
Confirm “ground truth”: that our output is of use to selected campaigns. 2-3 months’ operations: ready for
next stage by 1/1/2012.
Company Overview
Project Sherlock is a custom software tool that automates social media (Facebook, Linkedin, Myspace,
Twitter) analysis for political campaigns. The purpose is to provide real time data and analysis of reactions,
opinions, support, dislike, etc of “hot” campaign issues, candidate interviews, speeches, debates, tweets,
blogs, and so on, to assist the Democratic Congressional Campaign Committee in their decision making.
Value Proposition
Traditional polling of sample populations to gauge responses to questions cannot meet/beat the accuracy
of Social Media analysis. Polls are a snapshot in time, while Social Media analysis gives you the history and
latest results automatically.
Management Team
Vishal Verma
Parnter Edgewood Ventures
● Former President-Akroria Networks
● Member-Chicago Private Equity Network
● Chicago CEO Roundtable
● Founding memeber HdyePark Angels
David Imada
Director of Business Development Edgewood Ventures
● Former President-Saber Logics
● Software License and IP Auditor
Adrian Tymes
CEO, Winged Cat Solutions (R&D Lab)
● CTO, AptoLink
● Startup veteran and senior engineer w/multiple patents
Jennifer Lynn
● Social Media Community Manager and BI Management Consultant
Problem Statement
The problem we seek to address is, how to analyze real time public reaction to announced or potential

3. political office candidates, people in the news, news worthy situations, and topics of interest.
We propose to use automated semantic analysis, including but not limited to keyword and lexical analysis,
of major social media sites (FaceBook, Twitter, et al), at intervals during a campaign season and timed to
specific events (such as during and immediately after a debate), to automatically judge a candidate's standings
- both overall, to help direct campaign funding, and on specific issues, to help determine which messages are
working and which are not - with better accuracy than polls.
The analysis will be scheduled at pre-determined intervals, and timed to immediately data mine specific events
(such as during and immediately after a debate), to automatically provide real time public opinion of the
candidate(s) debate performance/public comments, position statements/speeches/town hall meetings/media
interview/etc.
Value
More accurate than polling due to larger sample size. Samples can be too small in size or
unrepresentative of the population. Our solution will correct this error
Polls can ask leading questions. We don’t. Because our tool is not a poll, there is no misleading question
being asked.
Polls can omit possible answers, leading to misleading results. Because we ask no questions, this is not
an issue for us.
Human error, or fraud, can alter survey results. Automation is harder to tamper with, without
leaving traces. Automation eliminates human error and save hundreds of thousands of dollars by not
having to pay a polling company.. This principle dates back to the invention of the cash register, which was
nicknamed the “incorruptible teller”.
Results change daily, depending on the latest news, speeches, and moods. Real time, within seconds
of the triggering a search, the data will be extracted and analyzed on a continuing basis to provide a snapshot
at any time, for an length of time.
Immediate response to events. During or very soon after the event, issue, etc. on Social Media are usually
more accurate responses, compared to a time lag and answering a poll question (which allows the respondent
time to think and rethink his or her answer).
Keyword search eliminates having to create poll questions. While the keywords still have to be created,
this is much simpler (the candidates’ names themselves form a starting pool, and sample searches - such
as “Candidate cool” or “Candidate awful” - can be predefined and reused) and more inclusive.
Market
Project Sherlock tools may be used for national races, state and local campaigns. The tools may also be used

4. for gauging public opinion on current issues such as propose legislation.
Competition
Our main competition are polling services, which we intend to replace. Harris Interactive and the Gallop
Group are a couple examples. While there social media market research companies, such as Radian6, their
research is solely focused on consumer behavior/opinions, not voter behavior/opinions. We aim to optimize
their methods for the DCCC’s use.
Product/Service
We propose to use automated semantic analysis, including but not limited to keyword and lexical analysis,
of major social media sites (FaceBook, Twitter). The analysis will be scheduled at pre-determined intervals
and timed to immediately data mine specific events (such as during and immediately after a debate),
to automatically provide real time public opinion of debate performances, public comments, position
statements, speeches, town hall meetings, media interviews, and so on. The resulting analysis will aid in
allocating campaign funding, by helping determine which messages are working and which are not.
We seek to replace most of the need for polling during a campaign. Polling gets samples too small to be
representative of the population, can ask leading questions, omits some possible answers, is prone to human
error in recording results, has a lead time while questions are asked and answers tabulated, and leave time for
respondents to think about their answers possibly inducing dishonest answers. Our proposed system does
away with all of that.
Customers
Our primary direct customers will be campaign managers, at the direction of the DCCC and its affiliated
statewide organizations. We will also market to media organizations, to help them identify the truth of public
opinion.
Project Sherlock Executive Summary
Confidential Internal Review Only v2