Daniel Protz hails from the consumer internet space, most recently as Senior Director in charge of product and technology for Groupon, the daily deals marketplace. It was while running inventory planning at Groupon that Daniel first recognized the possibilities of individual consumer level taste data that would allow each person to eventually have a data map of their taste preferences. With the help of PhD food scientists, Daniel started applying agile methods of online consumer research and digital data collection to profiling food products in 2015 and in May 2017 FlavorWiki launched its first commercial SaaS product. Daniel started his career in finance, first at Goldman Sachs and later with a hedge fund focused on algorithmic trading where he developed his love of all things data driven. This is his third technology start-up since earning his MBA from Stanford University in 2007.