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TALENT PATROL Kendall Herbst chose MIT's MBA program because of its focus on technology and entrepreneurship. provides each member with a free daily e-mail featuring the weather forecast and an appropriate outfit customized to her taste. Upon joining, members can choose a daily style—from conservative suiting to more creative, fashion-forward looks—as well as a body type and budget. And of course, they can shop the look, too. Herbst's friends liked it so much they spread the word. Before she knew it, she had a business. Personal motto: "Do After graduating from Bates College in what you can with what you have." Maine, Herbst interned at Versace, then Inspiring book: worked as a fashion editor for New York "Drive by Daniel H. magazine and Lucky, and later freelanced Pink. It's about what for J.Crew and InStyle. But after five years motivates us." of writing about shoes and bags, Herbst, Advice for women now 29, was looking for another challenge. in high tech: "Watch "I saw Gilt Groupe and Rent the Runway Sheryl Sandberg's emerge," she says. "I was attracted by what TED talk." they were doing with fashion online and Advice not taken: "Someone once told thought there might be more opportunime I needed a heavy ties for innovation on the Internet." She finance background had ideas, but no idea how to turn any of to start a company. them into a viable business. Not true." Herbst chose MIT's MBA program largely because of its focus on technology and entrepreneurship. Her first idea—building digital closets—didn't seem practical. She couldn't get people to input their items in an online system. "I'm still intrigued by this idea, but it's not quite right yet," she says. Then she briefly toyed with the idea of e-commerce in China: "I was totally out of my element." In January of last year, while busy running between classes and her own projects, she had the idea for a service that would help women plan their outfits in the morning and get out the door fast—something a print magazine couldn't do on a daily basis. StyleUp was born. FASHION EDITOR–TURNED–MIT SLOAN STUDENT Herbst partnered with a teaching assistant, Ryan KENDALL HERBST LAUNCHES AN ONLINE SERVICE TO HELP Choi, who could add his technology skills and help her WOMEN DRESS THEIR BEST. BY JANICE O'LEARY scale the model to work with more than friends and family. Now the duo is headed into fundraising, looking for angel investors and venture capital, while they endall Herbst just might care more about what you wear today than also focus on growing their subscriber base. Although fashion remains her passion, Herbst believes that StyleUp can you do. And if you subscribe to her new digital fashion service, you truly make women's lives better. "How you dress affects how you feel about won't have to think twice about it. Herbst, who graduates from MIT's Sloan School of Management in yourself," she says. "We can help women shop smarter and faster and put May, launched StyleUp earlier this year after beta testing it with friends— their best foot forward each morning. In my head, we are a channel to conboth the fashion-minded and the sartorially impaired. The service nect women to what they love." thestyleup.com BC INSIGHT K 56 PHOTOGRAPHY BY GREGORY GOODE what to wear BOSTONCOMMON-MAGAZINE.COM 056_BC_SP_TalentPatrol_Herbst_LATESPRING_13.indd 56 4/10/13 10:40 AM