I endeavored to speak with representatives from every private company at the Demo 2007 conference. I missed a few, nearly got punched by a few others, and in the end, learned enough to rank them all in order from best to worst.

The criteria is based on the likelihood of the startup becoming a large and profitable company over time or earning a big return on investment in the next few months. Basically, home run investments. Putting valuation aside, this is my ranking of the companies that I would and wouldn’t invest in right now.

1. Blinkx – They’re already doing well. Will fly higher when video ad inventory matches its video aggregation capability. Video search leader has a chance to leapfrog Google.

2. Boorah – Best approach to user-generated reviews I’ve seen yet. Not facing the typical local ad barriers. Needs a better user interface and to master each vertical it enters.

3. Vringo – Love the market and the technology. Targeting the youth market with video ringtones. Easy to understand revenue model.

4. Zink – Truly breakthrough technology. Smart business model based on paper, rather than hardware sales. If it gets the right deals and stimulates market demand, could be a phenomenon.

5. Shipwire – Outsourced shipping and storage solution is very scaleable. Complicated to manage. Easy to market with capital.

6. Aggregate Knowledge – Outsourced recommendation engine. Immediate return on investment for publishers and e-commerce sites. How big can it get?

7. SplashCast – Too tough to choose between the numerous personal video players. Pick ‘em. (Although $5 million from Benchmark boosts their rating)

8. Me.dium – Makes browsing a less solitary activity. If it can catch on, a big hit.

9. 6th Sense Analytics – Clear ROI for buyers. No other software project analysis programs out there as good. Raised a fresh $5 million first round.

10. Bling Software – Barry Bonds appearance at the show is a wash. Could ride the mobile content wave. Too early or perfect timing?

11. Mobio – Mobile content in an easily digestible form is a killer app. If it hits, it hits big. It it doesn’t…

12. ZoomInfo – I’m not letting the fact that I’m the number one result for a query of my name color my judgment. Business search done right is lucrative.

13. Soasta – What do I know about service oriented architecture?

14. Whisher – Revenge is the sweetest motivation. If it can convince users that sharing their WiFi networks will benefit them, this could grow rapidly.

15. Mywaves - Too tough to choose between the numerous personal video players. At least this one is for the mobile phone.

16. SalesWorks – Mission Research’s smb CRM is in demand. Distribution is tricky though.

17. Triumfant – Automated IT support. Citrix’s M&A chief will be calling any day now.

18. Zoho – Sure, Microsoft is weakened, but not sure it’s time for office application startups. Useful products but Google is stealing its thunder.

19. DesignIn – Focused on a rich vertical with easy to use tools. Great for lead generation.

20. Nuvoiz – VoIP over WiFi will be a rich market. Lots of market uncertainties though.

21. Reveal – Useful application in the crowded enterprise search arena. Its patent better be good.

22. Compliance IQ – What do I know about identity compliance software?

23. ClipSyndicate – Seeking $10 million third round. Very useful for media publishers. Will piracy ruin its value proposition?

24. EyeJot – Easy to use and valuable e-mail video application. Nice feature for a portal.

25. WorkLight – Serendipity’s widgets for the enterprise could help them better use their information. Quick flip is possible.

26. Kauffman Innovation Network – Found a nice search niche.

27. LiveSquare.com – Useful anti-piracy product. Must find its way into big media players.

28. CircleUp – Hard to ignore the dinner they treated me to on Tuesday. Useful application. Tough market to penetrate.

29. SharedBook - $15 million in funding doesn’t lie. Neither do big time customers like Legacy. Then, how come I’m not convinced?

30. eJamming – MySpace for musicians not in a band. Strange concept but could catch on if press predictions matter.

31. Share2Me – A neat feature that could complement De.licio.us in Yahoo’s Web 2.0 stable.

32. Iqzone – Classifieds on the mobile are a good idea but perhaps a bit too early. Seeking $3 to $5 million.

33. Magnify.net – Too tough to choose between the numerous video aggregators. Pick ‘em.

34. Yodio – Podcasting for dummies. Neat app, not sure about the business model.

35. Boston Power – Batteries are a ripe area for innovation. Big market. Tough to solve.

36. Blerts – No, it’s not an alert service for when a newborn burps. ThePort’s social media platform could be of use to smaller media companies.

37. Dartdevices – Solves a big problem. Locked in too tight with Motorola to payoff big?

38. iWerx – Could get caught in the middle of impatient bloggers unwilling to wait for free two week check and pros that can get better paid results.

39. Jyngle – Brevient’s SMS messaging service is useful. Tough to reach consumers and local vendors though.

40. Mixpo - Too tough to choose between the numerous personal video players. Pick ‘em.

41. My-currency – Great idea, bad execution. Needs work and money for marketing.

42. OurStory – With questions on their home page like, “Which of your five senses would you least want to give up?”, gaining user traction will be a problem.

43. Preclick – Photo IM on the mobile. Isn’t that what MMS is for?

44. Teleflip – Ambition is good. Hubris isn’t (unless you’re right). Teleflip hopes to turn phones into Blackberries. How’s it going to do that?

45. Panjea - Too tough to choose between the numerous personal video players. Pick ‘em.

46. Ink2 – Not sure about the need to print non-personal images from web sites.

47. Scram – Ceelox’s messaging security product is based on strong IP. Crowded market. How much better is it than rivals’ products?

48. Attendio – Crowded events space, Vista partnership is nice but this will have trouble gaining traction.

49. Helium – Didn’t work when I tried it. Platform not good enough to be broadly applied. Closing on a round from Signature Capital.

50. Integrien – What do I know about integrity management software?

51. Vuvox – Another next generation storytelling application. Lots of competition.

52. Total Immersion – Custom made to make a good impression at Demo. Cool multimedia products. But, sales should have accelerated by now.

53. Trailfire – After demoing 45 other products, I ambled up to this booth and couldn’t figure out the point. Received a lot of buzz. But, I’m unsure why.

54. Honeypitch – Useful but small market and unclear go to market strategy.

55. Inilex – Almost got into a fight with the CEO when I asked why he was raising money when he said he didn’t need it. Sales model needs focus.

56. GoWare – I don’t like mobile applications without carrier participation. 10 competitors listed in the Demo handbook.

57. Devicescape - $22 million in VC raised and Kleiner’s backing speaks for itself. So, why don’t I understand this one?

58. Nexo – When wiill the online group madness stop?

59. TextDigger – Only worked when the booth rep entered a term referring to “treeing a raccoon.” I like search but this is too much trouble for my taste. The rep was very upset with me.

60. reQall – I feel bad about this one. These guys are so smart. But, QTech’s technology should be directed toward a completely new application.

61. PairUp – This Demogod is a false one. Amazing this ever made the jump from paper to reality.

62. Jaman – One of the most popular presenters at the show. No chance for big commercial success but the intelligentsia love it.

To watch video presentations of any of the companies mentioned above, see:
Demo.com Video & Archives

Tags: startups, vc, venture+capital, demo2007, demo07, entrepreneurs, demo+07, demo+2007