If you only learn one thing from Kenan, it should be…
Start working on your ideas early! As a Penn student, you should maximize the amount of time during which you can utilize this campus’ diverse and robust resources. Of course, focusing on building a good team with complementary skill sets makes a strong and viable foundation for any entrepreneurial endeavor.
Over the past couple of decades, online advertisements have rapidly matured into sophisticated tools, efficiently targeting specific consumers groups. Offline ads, however, have struggled to keep up with these advancements, and look almost identical to those twenty years ago. Kenan (W’ 19) saw an opportunity to close the gap between the two advertising techniques with the creation of his startup, Halo.
Halo allows ad creators and marketers to place location-sensitive ads on the tops of Uber and Lyft vehicles via monitors, dynamically changing ads to tailor to the needs and wants of consumers in a specific location. For example, a rideshare vehicle passing through Beverly Hills would display ads for luxury goods and retail which appeal to the tastes of that customer profile. The technology of Halo increases the likelihood of customer response, thus increasing the conversion rate of offline advertisements and return on ad-dollars spent.
Kenan echoes the concerns of many student entrepreneurs – the balance between time spent on academics and that spent on his company is very difficult. Business-wise, the idea of impressions is hard to accurately measure and quantify. This is especially true for outdoor ads, such as the ones that Halo are showing, where traffic and tracking is not as simple as those of an online ad. To overcome this, they rely on the fact that their main competitors, billboards, have no impression tracking methods, and Halo’s technology allows them to stay above this inefficiency. Kenan also says that Halo is constantly innovating new ways to make their impression metrics more accurate and robust. The Weiss Tech House has been significant in creating a network for Kenan and his entrepreneurial endeavors, including introducing him to investors, giving mentorship, etc. Halo is pushing to launch a test group of ten drivers onto the market this year.