Marta Rettani, aged 28, did her dissertation on digital design six years ago, when the technology was not yet mature. “I digitalised my wardrobe with a digital camera and tried out combinations using Photoshop”, she told us, “but it was quite a slow process and I gave it up for a while”. Edoardo Esposito and Francesco Facconi are two 34-year old engineering graduates who have worked with Marta for several years, most recently as partners of a web agency, Immediatic. The three of them thought that the time might be ripe for the idea of a recommendation engine for fashion addicts, now we have Smartphones with cameras. “Before we joined Speed Mi Up we were completely fixated on the technical aspect - we were clear about the development flow and objective aimed at, but not about transforming a prototype into a product. Our idea evolved here”, they said. Their tutor never made a secret of his scepticism concerning their business model and was able to see potential in the project that had escaped the notice of its creators. The prototype now exists and tests are ongoing, but the three entrepreneurs have changed their target clients. An analysis, guided by the tutor, of the structure of a funding proposal led them to refuse it (“now we know the difference between funding and good funding”). And they have been introduced to the world of calls for proposals, learning how to find them and evaluate them.