With over 12 years experience in innovating marketing technologies through founding five startups to date, Nihal Mehta, is a noted

expert in the emerging adoption of mobile technologies for media properties and consumer brands. Named one of the "2 !eople "very Ne# $ounder %hould Meet in Ne# &ork 'ech" and a top "2 (p)*nd)+oming %tartup +", in Ne# &ork" in 2-12 by .usiness /nsider, a 2-12 *l#ays,n "!o#er !layer N&+," a top 1- N&+ 01ame +hanger0 in the 2-1- Ne# &ork "nterprise 2eport, one of t#enty 2+2 Wireless Ne#s 0Mobile Movers and %hakers0 in 2--3, a .usinessWeek 0M)+ommerce .aron0 in 2--4 and named one of *d*ge0s 0'op 2- Marketers in 'heir 2-s0 in 2-- , Nihal is currently +", and co)founder of 5ocal2esponse, /nc. #hich helps marketers respond to real)time consumer intent. !rior to 5ocal2esponse, 6#hich pivoted from bu77d, a leading real)time city guide8, Nihal founded ipsh9, one of the first full)service mobile marketing agencies in 2--1, #hich he sold to ,mnicom 6N&%": ,M+8 in 2-- . Nihal is also a $ounding 1eneral !artner at the #orld0s first venture fund focused on mobile startups, "N/*+ ventures; a $ounding !artner of the /ndia /nternet 1roup #hich incubates and invests in /ndian startups; and is an active angel investor including investments<advisories in *dmob 6sold to 1oogle8, 1reystripe 6sold to =alueclick8, Movoxx 6sold to *denyo8. Nihal graduated from the (niversity of !ennsylvania #ith a .* in !hilosophy and a .%" in +omputer %cience.

http://events.nrf.com/nrftech2012/public/SpeakerDetails.aspx?ContactID=1 !

"ocal#esponse$is$startup$%&$for$'ehta.$(I$have$a$bunch$of$scars$ alrea)*$all$over$the$place+,$he$sa*s.$(I$al-a*s$talk$about$startups$in$.$ laps.$/he$first$lap$is$0ettin0$*our$pro)uct$to$fit$the$market$1$basicall*$ pivotin0$*our$business$until$*ou$fin)$somethin0$that2s$uni3ue$in$the$ marketplace$an)$receive)$reall*$-ell$b*$customers.$/he$2n)$lap$is$ 0ettin0$fun)in0.$/he$4r)$lap$is$moneti5in0.$/he$.th$lap$is+$-here$)oes$ the$compan*$0o?$Do$*ou$sell$it?$6r$take$another$roun)$to$0ro-?, 'ehta$starte)$investin0$in$200 7$his$first$)eal$-as$8)'ob+$-hich$-as$ ac3uire)$b*$9oo0le$in$200!$for$:;&0$million.$8fter$that+$he$an)$4$ frien)s$from$<=enn$starte)$a$fun)$calle)$>niac$?entures+$-hich$has$ since$ma)e$2&$investments$in$mobile$tech$companies+$half$of$-hich$ are$in$@AC.$'ehta$sa*s$the*$-ill$have$a$total$of$.0$investments$b*$the$ en)$of$this$*ear. 'ehta$still$has$his$DB$booth$set$up$in$his$apartment.$(I$)ont$feel$like$I2m$ burnin0$out.$I$feel$like$investin0$an)$operatin0$-orks$both$si)es$of$the$ brain.$I2ll$also$pla*$music$an)$DB$a$frien)2s$part*.$I2ll$0o$out$4C.$ni0hts$a$

-eek.$Aou2ll$fin)$me$at$Soho$Douse+$a$lot.$I$think$I2ve$foun)$a$prett*$ 0oo)$balance+$nothin0$feels$like$-ork$1$it2s$a$part$of$m*$life.$/here2s$ no$clear$black$an)$-hite$an*more., (I2m$on$the$Ee))in0$Diet$no-+$-hich$means$no$carbs+,$he$ans-ers+$ -hen$I$ask$him$about$his$health$re0iment.$(I$)on2t$eat$pasta+$brea)s$or$ an*$0luten$pro)ucts.$I$love$runnin0.$I$ran$the$@AC$marathon$2$*ears$ a0o$an)$-as$captain$of$the$track$team$in$hi0h$school.$'ore$than$ an*thin0+$runnin0$provi)es$mental$relaxation.$I$live$in$Chelsea$so$I$run$ on$the$-est$si)e$up$an)$)o-n$the$Du)son$river+$an)$I$love$)oin0$that$ on$the$-eeken)s$after$12$hours$of$sleep.$I$tr*$to$)o$somethin0$at$the$ 0*m$ever*$other$)a*+$or$three$times$a$-eek.$It2s$0oo)$for$*our$min)$ an)$bo)*$to$be$in$s*nc+$relaxe)$an)$in$shape., I$ask$him$if$he2s$notice)$a$sense$of$mart*r)om$in$the$startup$scene$ latel*$1$*ou$kno-+$all$those$foun)ers$checkin0$in$at$the$office$on$ Satur)a*$mornin0$an)$broa)castin0$out$to$ever*one$Fust$ho-$har)$ the*2re$-orkin0.$(Aou2re$0oin0$to$burn$out$at$some$point+,$he$sa*s.$ (It2s$0reat$to$pull$all$ni0hters$once$in$a$-hile$but$*ou$can2t$sleep$in$the$ office$all$the$time.$Aou$shoul)n2t$set$an$example$for$*our$compan*$that$ -a*.$It2s$important$to$let$them$kno-$the*$can$take$a$vacation$ -henever$the*$nee)$to.$Ge$as$passionate$as$possible$an)$kno-$that$a$ -orkClife$balance$is$Fust$as$important$as$-orkin0$reall*$har)+$because$ in$the$en)+$that2s$the$most$important$element$of$sustainabilit*.,