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Demo Day tech profile: New Dirt Inc.

David Cattell, co-founder, CEO and president of NewDirt.com, said that in a former job at Kentucky Fried Chicken-USA, he would return from a busy travel schedule to a fresh stack of site submittals piled at the corner of his desk.

For most of them, he said, it was a short trip to the wastebasket: "to the trash, to the trash, to the trash," he recalled. And he was frustrated by their different formats, he said.