PROJECT5: OUR STORY, YOUR TEAM
ALL HANDS ON DECK
At Project5, we know how important it is to have the right experts help you decide if going forward makes sense and if needed, to turn your great idea into a successful business, service or product. So we have curated a team of industry professionals in fields such as marketing and branding, digital design, engineering, and finance to be on your side. And we think you’ll like them. Learn more about individual team members below.

Bianca Kramer
Managing Director
As Managing Director and Reality Check Lead for Project 5, Bianca combines her experience in the technology start-up space and her marketing, business development and human resources acumen to form an agency that provides visionaries and entrepreneurs with the guidance needed to ensure they are making the right decision before too much time and money are spent going down the wrong path.
Bianca Kramer, Managing Director
Bianca has overseen her own business ventures as well as the development of new business ideas for others. The breadth of Bianca’s skill set and experience enables her to understand the needs of early stage entrepreneurs. Bianca is also passionate about sharing her experience and helping her clients navigate the complex and illusive world of today’s start-up space. She provides clients with information and insight that helps them make better business decisions and course correct if necessary.
Bianca’s skill of understanding the complexities involved in directing and managing people in large, fast paced environments came from her work with two global corporations based in NYC where she held Sr. Management positions in Human Resources.
For over 15 years Bianca has worked closely with founders and senior management to execute and manage the operational aspects of complex projects in the fashion, retail, non-profit and high-tech industries. In 2011, she co-founded Hold for Jane, a B2B SasS start-up for luxury retailers.
In her spare time, Bianca volunteers as an entrepreneur coach. She holds a Psychology degree, is an Executive Member of Fashion Group International and Founding Director of Kids Cooking for Life, a non-profit cooking program for underserved children in the Bay Area.
TEAM

Monica Alderette, SEO Content Specialist
I have 5 years experience working with middle to enterprise level clients with focus of emerging trends of online marketing and in evolving strategies to continually improve a sites performance in search results. I am also a mentor to startups at the SLO Entrepreneur Hothouse in partnership with California Polytechnic University.
Specialties: Online Marketing Strategy, Technical SEO, Link Building, Site Audits, Consulting, Conversion Rate Optimization, Analytics, and A/B Strategy and Testing.
Recent example of work:
- Developed Online Marketing Strategy for abraxasenergy.com. Content Strategy was based on keyword research and development. Website has increased in leads by 64% in the last 6 months. Keyword strategy has top placement in both organic and paid advertisement. Try it, search: “commercial energy audits”, which is currently yields 2,000,001 search results. You should see Abraxas at the top, unless your computer has search history or settings that search local in locations Abraxas does not service.
- Online Marketing Strategy for SLO Entrepreneur Hothouse team “Prelimb.com.” Keyword development in progress, SEO channel development and test within all relative platforms (Tweeter, Facebook, Google+, Pinterest. LinkedIn), SEO content development to include newsletter and blogs and emails campaigns. Analytics setup on both website and app.

Başak Altan, Design Strategist
As an experienced creative lead in product development, she brings an understanding of business and consumer cultures and a vision of how design can enhance both. As a design strategist, she has designed and led client and community workshops that translated to discovering meaningful experiences and new business opportunities.
Having worked in the competitive retail environment, she brings knowledge in project management, product line strategy development and service design thinking. Başak has consulted for international brands including Williams Sonoma Inc., Restoration Hardware, Nautica, Liz Claiborne, IDEO, and HP.
Read more about Nicole.Nicole Arena, Public Relations
She brings agency and in-house experience to the table and has held senior-level positions with Publicis, Weber Shandwick, Ruder Finn, Double Forte and Context Marketing.
Before moving to the Bay Area, she worked at the Smithsonian Institution in marketing and public affairs. During her tenure at the Smithsonian, Nicole also developed domestic and international academic programs.
Nicole attended the Universite de Paris, Sorbonne and Guilford College and received her bachelor’s degree in French and journalism.
Agathe BattestiniEngineering ExpertAgathe, a specialist in software and product development, brings more than twelve years of software engineer experience to the table.Agathe Battestini, Engineering Expert
Agathe spent seven of those years working in Research and Development at Nokia, and another four years in start-up companies. Doing so helped Agathe develop a rich set of skills: concept development and ideation; fast prototyping; full stack and backend development; iOS programming; architecture design; data analysis; product shipping; and project management. Agathe has also worked at Storenvy, where she developed the prototypes for their Storenvy Marketplace iOS app, and Aether Things, where she led the iOS team.
In 2014, Agathe used these skills to found Misberri, a company designed to provide software and related expertise to early stage entrepreneurs. Project specialties include prototyping, iOS, web and backend development services, product development and project management.
Originally from France, Agathe lived briefly in Helsinki, Finland, before settling in the Bay Area in 2007. She holds Master’s degrees in Computer Science from both Georgia Tech (Atlanta, Georgia) and the University of Technology of Compiègne, France.
Diane CorradiniFashion Industry ExpertDiane is a skilled manager with over 25 years of experience in an array of retail formats that include department stores, specialty retail and catalogue.Diane Corradini, Fashion Industry Expert
Diane specializes in merchandising, brand development, assortment planning and product positioning.
She has provided business leadership at companies such as Macy’s, Pacific Sunwear and The Sharper Image, and consulted with Williams Sonoma, The Discovery Catalogue and InStyle Magazine.
Her background includes CGI Technologies and Solutions Inc., Retail Division, where she developed implementation and training services for Visual Retail software, an application that enables retailers to communicate merchandising directives via 3D visual floor plans. In addition to her industry background she has developed and taught merchandising classes at the Academy of Art University in San Francisco both on-site and online.
Diane believes that to be relevant in today’s retail environment companies must translate their brand vision to the customer via a powerful brand-authentic customer experience.

Peggy Dau, LinkedIn Profile Expert
Her focus is on discovering and telling compelling stories. At the business level, Peggy leverages a career at Hewlett-Packard followed by the founding of her own consultancy, MAD Perspectives, to identify and deliver go-to-market strategies, sales enablement programs, and related content.
At the human level, Peggy advises individuals and business teams on the use of LinkedIn as the primary professional social network. In today’s social world, our social identities are an extension of our personal and professional brands.

Boonsri Dickinson, Video Journalism Expert
I have written for Discover magazine, Wired, Business Insider, CNET, SmartPlanet, and other mainstream publications. I was one of the first people who had their DNA decoded, went dinosaur digging with famous paleontologist Jack Horner and had a dinosaur named after me, and interviewed well-known entrepreneur Jack Dorsey about Twitter in its early days.

Shivani Ganguly, Financial Modeling
She is Principal and Founder at Friday Consulting, where she works with clients like Tomato Sherpa, Find Wellness, Hub Oakland, Windowfarms, and Stag Dining. Between 2010 and 2013, she was also a founding Consultant with AchieveMission. From 2004 to 2009, Shivani was Sr. Director of Human Resources and Business Operations at OQO.
Before joining OQO, she held similar positions leading human resources, operations, and finance for startup technology companies and nonprofits. Shivani received a BA from Stanford University, and an MBA from Presidio Graduate School.
Read more about Eva.Eva Hendershot, Writer & Content Editor
She uses her enthusiasm for the written word to help clients communicate their ideas to the world. Eva has worked extensively as a writer for the Measure Evaluation project, which is USAID Global Health Bureau’s primary vehicle for supporting improvements in monitoring and evaluation in population, health and nutrition worldwide. She has also worked as a content editor at Amazon.com in Seattle.
Eva earned a B.A. in Political Science from Emory University and an M.A. in Mass Communication from the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.

Jenna Jacques, Web Site Designer
Presently, Jenna is creating websites using WordPress as a content management for her clients, especially those who want to be able to edit or post to their site without having to know how to code. She is also an accountant at a couple of nonprofits and really likes her kickboxing class.

Ted Manger, Market Testing
Prior to joining Hello Possum, Ted worked as a brand strategist and consumer insight expert at New York-based communications companies like Ammirati & Puris, kirshenbaum & bond, DDB and Naked Communications. He’s worked on more than 50 brands, such as BMW, Citi, Nike, Verizon, and Warner Bros., across a wide range of product categories, including automotive, health and wellness, financial services, public interest, sports and entertainment.
Whether in traditional focus group settings our in ethnographic interviews, Ted is able to build a rapport with people that put them at ease and leads to deeper responses. He’s always searching for the passion points that drive consumers, inspire others and lead to actionable results. This passion has taken in from trailer parks in Texas discussing firearms to physicians in New York discussing treatment protocols.
Ted lives in New York, has two daughters and spends as much time indulging his passion for playing tennis, watching basketball and riding motorcycles.
Alisa MaximovaCommunication Design ExpertAlisa is multitalented, imaginative, highly creative and enthusiastic graphic designer with 15+ years of experience including 12 years with an in-house marketing team.Alisa Maximova, Communication Design Expert
During her carrier Alisa has designed for a broad range of clients in diverse fields and businesses, from corporate and industrial clients, marketing firms to individuals and entrepreneurs.
Alisa’s extensive skills include branding and identity development, web and mobile design, UI, UX, concept design, print, packaging, product photography and high end retouching.
Her accomplishments include creating successful brands, websites and other materials for IES Group, Return on Intelligence, Exigen EbIT, Exigen
Capital, BlinkHR, EXILITI, ExpertMarkets, Exigen Services, LuminaSkin.
Robin ParisseBusiness Development ExpertRobin brings over 28 years of cross industry experience in technology, retail, and consumer products to her work.Robin Parisse, Business Development Expert
She helps individuals and organizations bridge the gaps to achieve as they navigate change. Robin’s clients range from start-ups to enterprise organizations including the Academy of Motion Picture Arts and Sciences, Yahoo!, Sustainable Brands, Project5SF, bebe stores Inc., Seven Dials Media, and LVMH. Robin has worked as an integral team member to launch and re-pivot products and businesses over the years at companies such as Telestream, Pacific Telesis’ Emerging Business Groups, Black & Decker, DFS Galleria, and more. Robin graduated from UCLA with a Bachelor of Arts in Economics. She is a member of Fashion Group International, serves on the executive board for See Jane Do and TEDx Grass Valley; is a contributing advisor to iSnap and The Urban Homesteader; and, is a volunteer advisor for World Pulse. Robin also is a sought after moderator.

Kari Wrede, Product Development Expert
She also helps entrepreneurs and non-profits with business development, branding, networking and marketing. Her client base is mostly focused in the sustainable sector with eco tours, organic farms/markets, natural beauty and food products, health products/services, spiritual organizations, sustainable artisanship. Networking is directed towards environmental visionaries, peacemakers and artists.

Anastasia Kramer, Associate Marketing Analyst
Anastasia Kramer is responsible for analytics and research for clients interested in validating early-stage business concepts. As a trilingual speaker with experience in quantitative research, she contributes to feasibility analyses for clients in multiple sectors of the market both in the US and overseas.
Anastasia Kramer attended The University of St Andrews, graduating with a BA in Art History and Anthropology from the University of St. Andrews in Scotland. She also holds the French Baccalaureate degree in Economics with honors.
PROJECT5: OUR STORY, YOUR TEAM
ALL HANDS ON DECK
At Project5, we know how important it is to have the right experts help you decide if going forward makes sense and if needed, to turn your great idea into a successful business, service or product. So we have curated a team of industry professionals in fields such as marketing and branding, digital design, engineering, and finance to be on your side. And we think you’ll like them. Learn more about individual team members below.
Bianca Kramer
Managing Director
As Managing Director and Reality Check Lead for Project 5, Bianca combines her experience in the technology start-up space and her marketing, business development and human resources acumen to form an agency that provides visionaries and entrepreneurs with the guidance needed to ensure they are making the right decision before too much time and money are spent going down the wrong path.
Bianca Kramer, Managing Director
Bianca has overseen her own business ventures as well as the development of new business ideas for others. The breadth of Bianca’s skill set and experience enables her to understand the needs of early stage entrepreneurs. Bianca is also passionate about sharing her experience and helping her clients navigate the complex and illusive world of today’s start-up space. She provides clients with information and insight that helps them make better business decisions and course correct if necessary.
Bianca’s skill of understanding the complexities involved in directing and managing people in large, fast paced environments came from her work with two global corporations based in NYC where she held Sr. Management positions in Human Resources.
For over 15 years Bianca has worked closely with founders and senior management to execute and manage the operational aspects of complex projects in the fashion, retail, non-profit and high-tech industries. In 2011, she co-founded Hold for Jane, a B2B SasS start-up for luxury retailers.
In her spare time, Bianca volunteers as an entrepreneur coach. She holds a Psychology degree, is an Executive Member of Fashion Group International and Founding Director of Kids Cooking for Life, a non-profit cooking program for underserved children in the Bay Area.
TEAM

Monica Alderette, SEO Content Specialist
I have 5 years experience working with middle to enterprise level clients with focus of emerging trends of online marketing and in evolving strategies to continually improve a sites performance in search results. I am also a mentor to startups at the SLO Entrepreneur Hothouse in partnership with California Polytechnic University.
Specialties: Online Marketing Strategy, Technical SEO, Link Building, Site Audits, Consulting, Conversion Rate Optimization, Analytics, and A/B Strategy and Testing.
Recent example of work:
- Developed Online Marketing Strategy for abraxasenergy.com. Content Strategy was based on keyword research and development. Website has increased in leads by 64% in the last 6 months. Keyword strategy has top placement in both organic and paid advertisement. Try it, search: “commercial energy audits”, which is currently yields 2,000,001 search results. You should see Abraxas at the top, unless your computer has search history or settings that search local in locations Abraxas does not service.
- Online Marketing Strategy for SLO Entrepreneur Hothouse team “Prelimb.com.” Keyword development in progress, SEO channel development and test within all relative platforms (Tweeter, Facebook, Google+, Pinterest. LinkedIn), SEO content development to include newsletter and blogs and emails campaigns. Analytics setup on both website and app.

Başak Altan, Design Strategist
As an experienced creative lead in product development, she brings an understanding of business and consumer cultures and a vision of how design can enhance both. As a design strategist, she has designed and led client and community workshops that translated to discovering meaningful experiences and new business opportunities.
Having worked in the competitive retail environment, she brings knowledge in project management, product line strategy development and service design thinking. Başak has consulted for international brands including Williams Sonoma Inc., Restoration Hardware, Nautica, Liz Claiborne, IDEO, and HP.

Nicole Arena, Public Relations
She brings agency and in-house experience to the table and has held senior-level positions with Publicis, Weber Shandwick, Ruder Finn, Double Forte and Context Marketing.
Before moving to the Bay Area, she worked at the Smithsonian Institution in marketing and public affairs. During her tenure at the Smithsonian, Nicole also developed domestic and international academic programs.
Nicole attended the Universite de Paris, Sorbonne and Guilford College and received her bachelor’s degree in French and journalism.

Agathe Battestini, Engineering Expert
In 2014, Agathe used these skills to found Misberri, a company designed to provide software and related expertise to early stage entrepreneurs. Project specialties include prototyping, iOS, web and backend development services, product development and project management.
Originally from France, Agathe lived briefly in Helsinki, Finland, before settling in the Bay Area in 2007. She holds Master’s degrees in Computer Science from both Georgia Tech (Atlanta, Georgia) and the University of Technology of Compiègne, France.

Diane Corradini, Fashion Industry Expert
She has provided business leadership at companies such as Macy’s, Pacific Sunwear and The Sharper Image, and consulted with Williams Sonoma, The Discovery Catalogue and InStyle Magazine.
Her background includes CGI Technologies and Solutions Inc., Retail Division, where she developed implementation and training services for Visual Retail software, an application that enables retailers to communicate merchandising directives via 3D visual floor plans. In addition to her industry background she has developed and taught merchandising classes at the Academy of Art University in San Francisco both on-site and online.
Diane believes that to be relevant in today’s retail environment companies must translate their brand vision to the customer via a powerful brand-authentic customer experience.

Peggy Dau, LinkedIn Profile Expert
Her focus is on discovering and telling compelling stories. At the business level, Peggy leverages a career at Hewlett-Packard followed by the founding of her own consultancy, MAD Perspectives, to identify and deliver go-to-market strategies, sales enablement programs, and related content.
At the human level, Peggy advises individuals and business teams on the use of LinkedIn as the primary professional social network. In today’s social world, our social identities are an extension of our personal and professional brands.

Boonsri Dickinson, Video Journalism Expert

Shivani Ganguly, Financial Modeling
Before joining OQO, she held similar positions leading human resources, operations, and finance for startup technology companies and nonprofits. Shivani received a BA from Stanford University, and an MBA from Presidio Graduate School.

Eva Hendershot, Writer & Content Editor
Eva earned a B.A. in Political Science from Emory University and an M.A. in Mass Communication from the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.

Jenna Jacques, Web Site Designer

Ted Manger, Market Testing
Whether in traditional focus group settings our in ethnographic interviews, Ted is able to build a rapport with people that put them at ease and leads to deeper responses. He’s always searching for the passion points that drive consumers, inspire others and lead to actionable results. This passion has taken in from trailer parks in Texas discussing firearms to physicians in New York discussing treatment protocols.
Ted lives in New York, has two daughters and spends as much time indulging his passion for playing tennis, watching basketball and riding motorcycles.

Alisa Maximova, Communication Design Expert
Alisa’s extensive skills include branding and identity development, web and mobile design, UI, UX, concept design, print, packaging, product photography and high end retouching.
Her accomplishments include creating successful brands, websites and other materials for IES Group, Return on Intelligence, Exigen EbIT, Exigen
Capital, BlinkHR, EXILITI, ExpertMarkets, Exigen Services, LuminaSkin.

Robin Parisse, Business Development Expert

Kari Wrede, Product Development Expert

Anastasia Kramer, Associate Marketing Analyst
Anastasia Kramer attended The University of St Andrews, graduating with a BA in Art History and Anthropology from the University of St. Andrews in Scotland. She also holds the French Baccalaureate degree in Economics with honors.