To Sell More, ‘Be the Customer’

With a new bride and a startup company, 33-year-old Ted Sullivan has little free time. And yet he spends a good part of his week coaching Little League.

“I’ve got a lot on my plate, so it’s easy to think that I don’t have 10-plus hours a week to be on the field with these kids,” says Sullivan, chief executive officer of Fungo Media in New York City. He justifies it this way: Not only is volunteering fun, it’s also research and development for his new company’s product, an iPhone scorekeeping application for youth sports called GameChanger.

Staying on the ball field “has been absolutely critical for building the product and keeping to our core philosophy,” Sullivan says. “Living in that ecosystem allows us to stay connected to our customers.”

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