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Originally published July 25, 2010 at 10:00 PM | Page modified July 26, 2010 at 6:48 AM

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Interface

Feel like you're in a cooking rut? Help's on Seattle company's website

What: Kitchen Monki, Seattle Who: Sam Kinney, 46, CEO and co-founder Mission: Build an online food community and make cooking easier for...

What: Kitchen Monki, Seattle

Who: Sam Kinney, 46, CEO and co-founder

Mission: Build an online food community and make cooking easier for all.

Employees: 6.

Financials: The privately held company does not disclose financial information.

Quality time: Kinney likes to cook, but he doesn't like to waste time. "I'm a father of three boys and when they're with me I like to cook and I wanted to spend less time planning and more time cooking," he said.

Business model: Kinney built a prototype that would "do for my recipes what corporate software does for its supply-chain management." Users of www.kitchenmonki.com can select recipes and the software will automatically aggregate all the necessary ingredients. Shopping lists can be printed or sent to a mobile telephone.

Simple search: Kinney and his team also wanted simpler ways to find recipes. "When we first started we thought 'How do we manage other complex listings of media?' " he said. "I thought, 'Gee, I can take the 7,000 or so tracks in my iPod and using iTunes I can find anything using a couple of clicks and maybe a sort or two. You'll see that the Recipe Explorer interface is very similar to an iTunes interface."

Finding markets: Kitchen Monki went live last summer and the team is in talks with potential advertisers and investors. Kinney says the site offers a niche to advertisers that broader social sites can't match. "Facebook and Twitter are great platforms but they are a mile wide and an inch deep," Kinney said. "Food-related marketing on Twitter gets pumped out right alongside every political message. And if you're on Facebook every food-related profile looks a lot like every car-company profile."

— Patrick Marshall

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