Formisimo wins Bizcamp Tel Aviv startup competition

Formisimo, an analytics service created by Al Mackin and Tom New that allows clients to measure how visitors interact with forms on their websites, has won the final of the London Bizcamp Tel Aviv startup competition.

Held at the headquarters of advertising agency Havas Worldwide London last week, this is the second annual Bizcamp competition, which is organised by The City of Tel Aviv, Israel's Ministry of Foreign Affairs and The Next Web.

Formisimo will now join thirteen other tech startups from around the world that will travel to Tel Aviv in October for a five day event featuring a mixture of seminars, workshops and networking events with leading Israeli entrepreneurs and investors.

Formisimo beat competition from three other UK finalists, who were each given 10 minutes to pitch their business to a panel of judges, including: Eze Vidra, head of Google Campus; Claire Twohill, head of Social Media at Havas Worldwide; and Martin Bryant, news editor of The Next Web.

Al Mackin, Formisimo's founder and CEO said: "We are thrilled to have won a place at Bizcamp. We are really looking forward to meeting other entrepreneurs like ourselves from all over the world, visit the inspiring places and meet all the inspirational people in Israel. I'm hoping it will open some doors and help us develop our business at this very exciting time."

Daniel Taub, Israel's ambassador to the UK and one of the competition judges, said: "Tonight's competition was extremely tough to judge as all the candidates were so strong, having already beaten nearly 40 other entries just to make it to the final. We saw potential in every business that presented, and whilst we could only select one winner, we sincerely hope the runners up will all go on to make a resounding success of their businesses."

Formisimo was created by Mackin two years ago and is presently thought to be the only tool available to measure how visitors interact with online forms. It records every click, key press and interaction and presents the information in a simple, easy to understand way.

Image credit: Raya Cottrell