Google may put a world of information within easy reach, but for important decisions, most of us want personalized advice. That's the premise behind Hunch, which we covered earlier this year, and it's also the basis underlying WiserPregnancy, which focuses specifically on all the many decisions that must be made by expecting parents.

Now in beta, Washington, DC-based WiserPregnancy aims to help users make informed decisions by showing them what others have done in their own situation, including the choices they made, their rationale, the outcome of those choices, and how they felt about it afterward. The searchable site—which is part of the more broadly focused WiserTogether—includes data from thousands of women about more than 600 choices that can be faced while pregnant. Those decisions relate to a number of health-related issues, from back pain treatments to nausea remedies to the question of getting an epidural, and are collected via a medically approved questionnaire. Respondents include a prescreened panel of randomized participants as well as visitors to the WiserTogether site, who are asked to contribute their own, anonymized input for aggregated inclusion. Users of WiserPregnancy can search for information on topics relevant to them, even filtering data so that they see only decisions made by people similar to themselves based on age, education, number of pregnancies and more. Most features on the site can be used anonymously and for free. Tailored data or forum contributions require registration, while custom medical searches—offering summaries of current medical literature on user-requested topics—are normally priced at USD 39 each, but free through the end of this month. Advertising and referrals also contribute to WiserPregnancy's income.

Social networks are all very well for connecting, communing and commiserating, but improved decision-making may very well require something more—such as the collective wisdom of other people who have faced similar decisions before. A model to apply to the decision set of your choice...?

Website: pregnancy.wisertogether.com
Contact: info@wisertogether.com

In tough economic times, it can make sense for consumers to be both transumers—eschewing the burdens of ownership in favour of shorter-term privileges—and sellsumers, making the most of what assets they do own. Aiming to facilitate both is NeighborGoods, a brand-new site that helps consumers borrow, lend, rent, sell and buy stuff in their community.

Focusing for now on Southern California, NeighborGoods is an online community that lets consumers save and earn money by sharing with their neighbours and friends any of the assorted tools, ladders and other things they use only occasionally. Users of the site, which just launched into beta, can decide how they want to share their stuff. They can allow their friends to borrow an item for free while charging others a rental fee, for example, or they can decide to make the item available only to friends. NeighborGoods helps facilitate transactions with a reservation calendar, automated reminders, wish-list alerts and private messaging. It also tracks and shares the transaction history of each member. Neighbours can rate each other and even flag another member's account if something goes wrong. Borrowing and lending items on NeighborGoods is free of charge. Members who want to earn money by renting or selling items must have a Pro account—currently free, but ultimately by paid subscription.

Besides the obvious financial advantages for those involved, of course, sharing tools and equipment—much like cars, bikes and boats—has distinct eco-benefits as well, minimizing the redundant things so many households typically buy. Looks like another sharing-enabled win-win-win—for borrowers, owners and the planet—and one to be emulated in communities around the world! (Related: Neighbourhood approach to renewable energy.)

Website: www.neighborgoods.net
Contact: info@neighborgoods.net

Spotted by: O Magazine

We've already seen the Twitter model applied to organizational employees via Yammer, which encourages coworkers to share and collaborate by frequently answering—in 140 characters or less—the question, "What are you working on?" Now Canadian startup Sprouter invites entrepreneurs to do the same thing as an opening for discussion, support and collaboration.

Toronto-based Sprouter is an online community that allows small business owners and entrepreneurs to share links, ask questions and share expertise with their peers. Whereas most social networks focus on connecting users with people they already know, the premise behind Sprouter is that it's often the people one hasn't yet connected with—but who share common goals and interests—that can be the most valuable resources. Accordingly, the site's search function can help members find not just entrepreneurs in their area or industry, but also those who are discussing a topic of common interest—funding, for example. Members of the site can create profiles and start real-time discussions around any concept, company, association or event.

Sarah Prevette, Sprouter’s founder and CEO, explains: “The power of social networking by individuals has been made more than evident, and Sprouter is striving to create that same sense of community and sharing for entrepreneurs. Entrepreneurs face struggles on a daily basis—from how to get funding to the best business tools to use. Sprouter can provide the forum for real-time networking and collaboration so everyone can benefit from mistakes and successes.” Sprouter is free for users, and hopes to generate income through partnerships with venture funding agencies and small business associations, Prevette told the Financial Post.

Launched to the public just this week, Sprouter also hosts monthly events to bring local entrepreneurs together for in-person networking. The site's community currently includes members from all over the world, including India, Australia, Europe and North America. One to try out for your own entrepreneurial edification...?

Website: www.sprouter.com
Contact: info@sprouter.com

Just a month or so after augmented reality browser Layar won EUR 75,000 in Vodafone's Mobile Clicks contest, the technology was already being put to work in a custom-designed application for Louisiana's Voodoo Experience music festival.

Layar is a free mobile browser for Android devices and the iPhone that overlays computer-generated information on top of real-time, on-screen images from the handset's built-in camera. The Voodoo app was designed by New Orleans ad firm Zehnder Communications using Layar 2.0 to let festival-goers with enabled phones get information on performances, attractions and services simply by pointing their phone cameras toward key parts of the festival grounds. When viewing concert stages, for instance, one custom AR layer provided information on lineups, schedules and current artists performing, including artist profiles and Web links. Pointing a phone camera at a vendor would show menus and pricing, while other points of interest highlighted by the app included vendor locations, artist displays, restrooms, ATMs, entrances and exits, medical sites and other services. Zehnder was one the first 50 firms worldwide named as developers of the Layar platform. A demo of the Voodoo app is available on Vimeo.

In addition to a whole new world of entertainment and useful information for mobile consumers, augmented reality also opens up a wealth of new OFF=ON opportunities for advertisers. Time to explore the possibilities for *your* tech-savvy brand...?

Website: www.z-comm.com
Contact: jzehnder@z-comm.com

From fine automobiles to designer handbags, we've covered various companies that let consumers rent expensive objects instead of buying them. The latest to join the herd is New York-based Rent the Runway, which allows women to rent designer dresses.

Dress-seeking fashionistas browse RTR's collection and schedule a delivery date (next-day delivery is available, as well as same-day in New York City). RTR then sends them the dress, including a second, back-up size to make sure the fit is as good as the design. Rental costs are around 10% of a garment's retail price, and range from USD 50–200. Customers can rent for four or eight days, after which they return the dress in the USPS return envelope that RTR provides. The extra size—which RTR provides at no extra cost—must be returned unworn.

Further proof that its founders have thought through the concept from a consumer's point of view, RTR also lets members rent a second style for just USD 25. Which gives them a back-up option for last-minute decisions, or a second dress to wear at an elaborate wedding or a multi-day event. Brands currently on offer include Just Cavalli, Helmut Lang, Proenza Schouler and Hervé Leger.

Appealing both to consumers who are cutting back for economic reasons, and to those who value experiences over ownership (dubbed transumers by our sister-site trendwatching.com), there's plenty of room for concepts like Rent the Runway to grow, especially if they provide their clients with heightened convenience as well as heightened style. (Related: Free clothes rental for fashionistas — Clothing rental for size-changing dieters — Baby clothes rental service.)

Website: www.renttherunway.com
Contact: feedback@renttherunway.com

Spotted by: Mike Hudack