What is it, then?
A 'revolutionary' new way to send packages and parcels, the idea is you don't need to know someone's physical address to send them a present.
All you need to do is enter their Twitter username or email address. The system then sends them a Tweet or an email asking whether they would like to receive the package, and where they would like to receive it. A courier picks it up and delivers it within five working days.
Very clever. But isn't that a tiny bit, er, stalky?
Yes, a tiny bit. Not as stalky as Foursquare, though. Next question.
Ok. Who's involved?
The people behind the company are entrepreneurs from all over the country - from Newcastle to London - and there's even someone from Denmark. The company's chief executive is 27-year-old Glen Richardson from Barrow-in-Furness - but most notably, the company has engaged the services of the insurmountable Ben Way.
Ben Way? Haven't I heard that name before?
Why yes, there's a good chance you have. The diminutive serial entrepreneur is probably most notable for appearing in the Sunday Times Rich List on the same day he couldn't afford a tube ticket after he fell out with investors aged just 19, but he's also appeared on the Secret Millionaire and is behind a number of other tech companies. It was Way who came up with the idea of promising 100 Twitter users a stake in SendSocial if they tweeted about it.
Really? What happened there?
Way originally asked for feedback on the idea back in March. He then sent out a message promising 10% of SendSocial's shares to anyone who retweeted him. 148 people responded - although just 111 answered a request to register at a shareholders' portal.
Giving 10% of equity away? Doesn't he realise there's a recession on?
He may have given away 10% of the company in one fell swoop - but he also gained valuable feedback on his idea, as well as lots and lots of delicious publicity, and credibility from the Twittering classes.
I suppose. They've been good on timing as well.
They have, haven't they? With postal strikes having conveniently destroyed public faith in Royal Mail and Christmas due to drop in t-minus 30 days, I'd say the timing was downright serendipitous.