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Kristina's Tumblr

@kristinavillarini-blog / kristinavillarini-blog.tumblr.com

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Section 5: Number Crunchhhhhhhh

1. Which promo should we use and why?

Option 3 has the biggest upside and the most opportunities. Even though we are giving away the most $$$ and we may still experience a drop-off of maybe 1/3rd of the signups, we also have the opportunity to retain more people and gain more users by referrals and additional deliverables to users.

2. If we want to return a profit on each rider within 6 months, what is the max amount that we would give on a promo?

Under $25.

3. How would you think about increasing conversion? ["promo conversion"?]

Pay-it-Forward. Assign folks their own promo code and for each sign up they generate with that code, they earn a $1 in Uber credit.

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instagram

How I Shoot: Capturing Cocktails with @danielkrieger

For each How I Shoot, we ask an Instagrammer to tell us about the process behind their photos and videos. For more of Daniel’s pictures of food and drink, follow @danielkrieger on Instagram.

For Daniel Krieger (@danielkrieger), a photographer in New York City, the recipe for an enticing cocktail photo includes “beautiful composition, atmosphere and the best possible light.”

Though he also regularly documents dishes at restaurants such as Estela (@estelanyc) and Maison Premiere (@maisonpremiere), Daniel said that cocktails have something special going for them that most dishes don’t: their ability to transmit light. Captured correctly, “that glass just pops and creates an instant focus for the viewer.”

Here are Daniel’s tips for capturing the perfect cocktail photo:

Camera

"iPhone 5."

Vantage Point

"A 45-degree angle is nice because it shows the different layers of the drink and glass. And try backing up a bit. When you fill the entire frame with a dish of food or, in this case, a cocktail, the frame feels cramped and the iPhone camera doesn’t do as well. Put the drink against a wall, using some of the wall in your frame to create a nice composition. Watch your peripherals. If there’s a crumpled cocktail napkin behind your drink, move it out of the frame. If some guy is in the background of your frame maybe move a little bit to get him out of it. If he keeps following you around maybe go to another bar!"

Shooting

"Either use a cool glass—a coupe is a sexy choice—or a spirit with a rich, beautiful color. As with any type of mobile photography, natural light is a large chunk of the pie chart that makes up a good photograph. I will often use direct sunlight late in the day.”

Editing

"Enhance the image using an app like Snapseed (iOS and Android) or VSCO (iOS and Android). And don’t forget to enjoy the drink. Cheers!”

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oh-anthonio

GIVEAWAY: Ernest Alexander Bedford Overnight Bag

Enter To Win This Bag In Your Color Choice

I’ve teamed up with the kind folks at Ernest Alexander to give away one of their new Bedford Overnight Bags ($395 Value). Made out of a water-resistant cotton canvas with leather handles and brass hardware, it’s sturdy and stylish enough for even the most adventurous travel plans.  Going on a weekend getaway? This bag is just the right size to hold all your essentials with ample room in the main compartment and additional exterior and interior pockets to keep smaller items organized and accessible. Follow the instructions below for your chance to win this bag in your color choice of Navy, Olive, or Black.

Use the widget below to enter. Open to residents of the contiguous US, 13 years of age and up only. The winner will be announced next Tuesday so good luck!

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You don't have to be the best, you just have to be harder to destroy.

Ryan Holiday, Savages

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chimeracoder

A couple of weeks ago, I was scheduled to take a trip from New York (JFK) to Los Angeles on JetBlue. Every year, my family goes on a one-week pilgrimage, where we put our work on hold and spend time visiting temples, praying, and spending time with family and friends. To my Jewish friends, I often…

Offensive. Shocking. Un-American.

Just three of the words I can think of while reading this story. 

Is THIS really keeping us safe?

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mensweardog

Menswear Dog visits Stetson

We were recently invited to tour the Stetson HQ and showroom in preparation for a feature we’re working on with the brand, and decided to bring the camera along. Here are some quick snapshots of their immaculate space and Menswear Dog posing in approval. Stay tuned for more!

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