Here’s how we form start-ups in Israel: A bunch of guys meet up, usually over beer; one of them comes up with an idea, everybody gets excited and, minutes later, there’s a company,” says Gil Hirsch, who founded Face.com in Tel Aviv with three colleagues. The idea to create a fast, highly accurate facial recognition platform—one that can identify faces in digital photographs, even at varying angles and orientations—grew out of a recurring techie meet-up that Hirsch led for several years out of a Tel Aviv auto garage.
“The most important piece was the technology,” he says. Officially launched in March of 2009, Face.com’s software spoke for itself when it was presented to early investors. A $200,000 seed investment came first, followed by $1 million in the company’s first significant stage of funding. In 2010, another $4.3-million round of financing included a substantial investment from Russian search engine specialist Yandex.
But Face.com really made waves when Facebook integrated its site. Two Facebook-specific apps—Photo Finder and Photo Tagger—spawned calls from other developers eager to work with the technology. To gain market traction, Face.com offers its base API code for free, and currently has 30,000 developers using the platform, including an increasing number of mobile developers. Large-scale users, namely those who want to process more than 5,000 images per hour, pay a per-usage rate.
While Hirsch now spends about one week per month in California, the company’s 10 employees remain based in Tel Aviv. “When it comes to things like facial recognition, Israel’s engineering talent is huge, and the prices are sane,” says Hirsch. “There’s also no fear of failure here. Just a fear of not trying"