The App That's Revolutionizing the Gift Exchange: Meet dearduck


Gifting is often arbitrary and daunting. Finding the perfect present is almost impossible. We usually pick something small and random like a gift card or money to give to our friends and family because we don’t know what they like. To solve this problem, future-minded entrepreneur, Katy Aucoin has launched dearduck, an innovative app she says can turn the gift-exchange process into something easy and enjoyable for all parties. Designed as an information aggregator and disseminator, the app lets users check off what they like, or are in the market for, then suggests gifts to those in search off what to buy fellow app users. Auction's goal is to ultimately help people pick out something they will love without a hassle or worry.

In a digital age where we live most of our lives online, roaming aisles of bookstores and department stores is a thing of the past. Although we love Amazon, browsing it's disorganized and massive merchandise assortment, rarely help in the quest to find the perfect item. This is why Aucoin believes the future of gift-giving lies in dear duck, her tech offering that blends high-tech data analysis with human psychology, two of her passions.

Katy Aucoin

1. Where did you go to school, and what did you study?

I went to LSU, studied accounting and my hometown is Baton Rouge Louisiana. I started as an IT consultant at EY specializing in data analytics right out of college.

2. When did you decide to launch dearduck and why?

It seemed like almost everyday I had to make decisions for other people that left me feeling like I was shooting in the dark. Which wine do they prefer? Are they gluten free? What scent makes them sneeze? What should I give them for their birthday? In 2015, I realized that I could combine my background in data analytics with this lifelong passion for the psychology behind gifting to revolutionize gifting. Essentially, I have combined my personal pain point, passion and profession into a solution that benefits many.

Today, dearduck makes it easier to make the right choices for others – every person in your life, for any reason and every budget — every, single, time.

Take the holidays for example, if your clients are in your dearduck flock & you want to give them a bottle of wine - we send the right wine recommendations directly to your inbox 30/14/7 days in advance so you never have to guess again– we even let you know if you should say Happy Hanukah or Merry Christmas!

We allow retailers to send the right recommendations for your flock. Before dearduck, their only option was to send generalized gift guides around the holiday calendar - such as the gift guide for her on Mother’s Day. It should be the gift guide for your mom at any given point throughout the year.

3. Tell me about the technology backend of what you do.

dearduck's Gifting Lens platform captures discreet user preferences across myriad categories delivering highly personalized gifting-focused user experiences, via a proprietary algorithm, to the user's network based on key dates or just because.

dearduck currently includes a rest API, a backend Admin panel for programming the user experiences and an MVP consumer facing IOS app where user experiences such as preference capturing techniques, and algorithm evolutions are tested. In the near future the Gifting Lens platform will power a series of responsive B2B2C pilot experiences.

4. What is the goal of the company? What do you hope to bring to the world?

Our goal is to facilitate successful gift exchanges for any relationship, personal or professional, and for any occasion or just because. Successful exchanges say, "I know you", "I understand you", "I appreciate you" resulting in strengthened relationships - our mission.

5. How do you innovate the app? Any plans in the works?

The API allows us to create new front ends using the existing platform and features relatively easily. The admin panel allows our editorial and curation team to modify significant areas of the live app such as creating and modifying categories and preference tags, adding curated products, creating featured collections and alerting users of key features. Publishing a change in the admin updates the app almost immediately.

Our staging environments make it quick and easy for the team to experiment with programming via the staging admin and perform quality control before taking a feature or experience live.

6. How many users do you have? How do you acquire new customers?

We launched the dearduck MVP in app stores this summer and have seen crazy success. Our goal for the MVP was to test and iterate our preference collection, gift recommendation algorithm, and our gift recommendation delivery experience, on a consumer target of women between the ages of 21-45; essentially building the foundations of our platform. The initial user based found us primarily through word-of-mouth and social media and through this pool of users, we have made thousands of gift recommendations and have gotten excellent feedback. What we did not expect, frankly, was how quickly we would receive Interest from brands. This interest has propelled the prioritization of further development of our Gifting Lens platform in order to power B2B2C features and experiences in addition to B2C. We will be launching our pilot in Q4.

7. Can you quickly take me through the usage journey? How does the app work in layman's terms? How is it priced for the consumer?

The MVP version of dearduck can be found in the app store. Users select their preferences across various categories, such as gluten-free/sour/fruity/candy and invite their friends to do the same. We alert users when birthdays and important holidays are coming up so they never miss an opportunity to be thoughtful. Users can browse our curated catalog of thousands of products or easily filter the catalog by a contact's name to see highly personalized recommendations for each member of their Circle. The user can feel confident about their choice because we never return a recommendation that does not match the user's preferences. Additionally, users can filter by budget, categories or featured collections if desired. Universal, secure checkout is available in the app so that our users can easily purchase across retailers but only have to check out once.

This fall, we are releasing a web and e-mail based version of our app. Users will be invited to take a quick preference quiz from their favorite retailers and influencers – they can easily share with friends to do the same. We will send recommendations for their flock right to their inbox.

Also, our app is free for users!

8. What is next for you? What is the ultimate goal?

Gifting is hard to get right yet the goal for gifting is vitally important to building and strengthening key relationships. And it is not just hard for families and friends, It is hard for corporations, it is hard for employers, it is hard for brands. Yet, gifting is not something people do once or twice a year, it is constant. Whether it is a bottle of wine for a host, an incentive gift from a company to a recruit, a thank you from a corporation to a client, or a thinking of you gesture for a friend or contact, gifting is a constant part of our lives and it carries huge meaning. Because of this it currently is a constant source of stress. We intend to revolutionize gifting and help strengthen all types of relationships by powering experiences that offer the right choices for the right person at the right time.

9. How do you think this app can change people's lives?

People lack the information they need to make the right choice for each person in their lives at the right time. So they project their own desires when selecting a gift. It is human nature!

When you lack the information you make an educated guess and you cannot help but apply your own preferences in the process. When picking out a candle for someone else what do you do? You smell it and you say, "that smells pretty good!" But what if the receiver is allergic to floral scents or hates the smell of vanilla candles (even if she loves vanilla ice cream)? A lot of time and a lot of money is wasted today. We intend to make people's lives easier and their relationships stronger by making the needed information readily accessible. With our platform, ideally, gifters can access the information they need at anytime and anywhere in order to make the right choice.

10. As a woman in tech, what has your experience been like? Have you ever faced any discrimination?

I didn’t realize that I had been treated differently until I read Aileen Lee’s Tech Crunch article and realized that I had been been asked every single one of these questions in almost every investment meeting.

I have surrounded myself with support from people like Carolyn Rodz, Elizabeth Gore & Jesse Draper who are committed to closing the gender gap. I also have a lot of incredible male as advisors who are committed to supporting women in tech.

11. Can you remind us how much you've raised to date, and who your investors are?

For the last 1.5 years, dearduck's operations and product development have been funded by angel investors and good, old-fashioned bootstrapping. We are in the process of closing out a seed round that will enable us to launch our b2b efforts & major retail partnerships. Our seed round includes Halogen Ventures, Circular Board & Angel Investors.

12. What advice would you give to a woman following a similar career path to you?

Think about what change you want to see in the world – the product that gets you there may be far from what you originally thought. As you go, look at the data and if it's not telling you want you want it to tell you, figure out what will. Don’t be afraid to pivot… find out who needs your product the most and how to make it even better for them. The rest will follow.

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Patriarchy Stress Disorder is A Real Thing and this Psychologist Is Helping Women Overcome It

For decades, women have been unknowingly suffering from PSD and intergenerational trauma, but now Dr. Valerie Rein wants women to reclaim their power through mind, body and healing tools.

As women, no matter how many accomplishments we have or how successful we look on the outside, we all occasionally hear that nagging internal voice telling us to do more. We criticize ourselves more than anyone else and then throw ourselves into the never-ending cycle of self-care, all in effort to save ourselves from crashing into this invisible internal wall. According to psychologist, entrepreneur and author, Dr. Valerie Rein, these feelings are not your fault and there is nothing wrong with you— but chances are you definitely suffering from Patriarchy Stress Disorder.

Patriarchy Stress Disorder (PSD) is defined as the collective inherited trauma of oppression that forms an invisible inner barrier to women's happiness and fulfillment. The term was coined by Rein who discovered a missing link between trauma and the effects that patriarchal power structures have had on certain groups of people all throughout history up until the present day. Her life experience, in addition to research, have led Rein to develop a deeper understanding of the ways in which men and women are experiencing symptoms of trauma and stress that have been genetically passed down from previously oppressed generations.

What makes the discovery of this disorder significant is that it provides women with an answer to the stresses and trauma we feel but cannot explain or overcome. After being admitted to the ER with stroke-like symptoms one afternoon, when Rein noticed the left side of her body and face going numb, she was baffled to learn from her doctors that the results of her tests revealed that her stroke-like symptoms were caused by stress. Rein was then left to figure out what exactly she did for her clients in order for them to be able to step into the fullness of themselves that she was unable to do for herself. "What started seeping through the tears was the realization that I checked all the boxes that society told me I needed to feel happy and fulfilled, but I didn't feel happy or fulfilled and I didn't feel unhappy either. I didn't feel much of anything at all, not even stress," she stated.

Photo Courtesy of Dr. Valerie Rein

This raised the question for Rein as to what sort of hidden traumas women are suppressing without having any awareness of its presence. In her evaluation of her healing methodology, Rein realized that she was using mind, body and trauma healing tools with her clients because, while they had never experienced a traumatic event, they were showing the tell-tale symptoms of trauma which are described as a disconnect from parts of ourselves, body and emotions. In addition to her personal evaluation, research at the time had revealed that traumatic experiences are, in fact, passed down genetically throughout generations. This was Rein's lightbulb moment. The answer to a very real problem that she, and all women, have been experiencing is intergenerational trauma as a result of oppression formed under the patriarchy.

Although Rein's discovery would undoubtably change the way women experience and understand stress, it was crucial that she first broaden the definition of trauma not with the intention of catering to PSD, but to better identify the ways in which trauma presents itself in the current generation. When studying psychology from the books and diagnostic manuals written exclusively by white men, trauma was narrowly defined as a life-threatening experience. By that definition, not many people fit the bill despite showing trauma-like symptoms such as disconnections from parts of their body, emotions and self-expression. However, as the field of psychology has expanded, more voices have been joining the conversations and expanding the definition of trauma based on their lived experience. "I have broadened the definition to say that any experience that makes us feel unsafe psychically or emotionally can be traumatic," stated Rein. By redefining trauma, people across the gender spectrum are able to find validation in their experiences and begin their journey to healing these traumas not just for ourselves, but for future generations.

While PSD is not experienced by one particular gender, as women who have been one of the most historically disadvantaged and oppressed groups, we have inherited survival instructions that express themselves differently for different women. For some women, this means their nervous systems freeze when faced with something that has been historically dangerous for women such as stepping into their power, speaking out, being visible or making a lot of money. Then there are women who go into fight or flight mode. Although they are able to stand in the spotlight, they pay a high price for it when their nervous system begins to work in a constant state of hyper vigilance in order to keep them safe. These women often find themselves having trouble with anxiety, intimacy, sleeping or relaxing without a glass of wine or a pill. Because of this, adrenaline fatigue has become an epidemic among high achieving women that is resulting in heightened levels of stress and anxiety.

"For the first time, it makes sense that we are not broken or making this up, and we have gained this understanding by looking through the lens of a shared trauma. All of these things have been either forbidden or impossible for women. A woman's power has always been a punishable offense throughout history," stated Rein.

Although the idea of having a disorder may be scary to some and even potentially contribute to a victim mentality, Rein wants people to be empowered by PSD and to see it as a diagnosis meant to validate your experience by giving it a name, making it real and giving you a means to heal yourself. "There are still experiences in our lives that are triggering PSD and the more layers we heal, the more power we claim, the more resilience we have and more ability we have in staying plugged into our power and happiness. These triggers affect us less and less the more we heal," emphasized Rein. While the task of breaking intergenerational transmission of trauma seems intimidating, the author has flipped the negative approach to the healing journey from a game of survival to the game of how good can it get.

In her new book, Patriarchy Stress Disorder: The Invisible Barrier to Women's Happiness and Fulfillment, Rein details an easy system for healing that includes the necessary tools she has sourced over 20 years on her healing exploration with the pioneers of mind, body and trauma resolution. Her 5-step system serves to help "Jailbreakers" escape the inner prison of PSD and other hidden trauma through the process of Waking Up in Prison, Meeting the Prison Guards, Turning the Prison Guards into Body Guards, Digging the Tunnel to Freedom and Savoring Freedom. Readers can also find free tools on Rein's website to help aid in their healing journey and exploration.

"I think of the book coming out as the birth of a movement. Healing is not women against men– it's women, men and people across the gender spectrum, coming together in a shared understanding that we all have trauma and we can all heal."