We just found out that True&Co cofounder, Aarthi Ramamurthy, is working on a cool new startup for photography buffs.
If she's successful, and there's every reason to believe she will, it could lead to a whole new way to buy stuff over the Internet.
Ramamurthy came into the public's eye about a year ago, when True&Co burst onto the scene. It's an online lingerie store that uses algorithms to guarantee a bra will fit perfectly.
That's a big improvement over the classic bra fitting which involves a socially uncomfortable situation, a saleswoman and a tape measure.
But a few months ago Ramamurthy split from the company, leaving it in the hands of cofounder Michelle Lam.
"We finished a year and our visions were different for where we wanted to take the company," Lam told Business Insider. So she stepped out, keeping her financial stake.
Ramamurthy wasn't worried about her future when she left. She's exactly the kind of engineering talent that prospers in the Valley. She spent about a decade at Microsoft, working on its popular Visual Studio software development tool and on Xbox Live. She was poached by Netflix, helping them develop their streaming 3D content service.
Even a little app that she and her husband wrote on their honeymoon has been successful. He's an ex-Microsoftie, too, and yes, they spent their honeymooning in Hawaii coding together. BubbleGum has become a top Windows Phone 7 app for taking and sharing photos.
BubbleGum has partially inspired the startup she's working on now. It's an ecommerce site to help teach amateur photographers how to take better pictures. (Ramamurthy is an amateur photographer herself.)
Her site will use a recommendation engine, similar to the one she wrote for bras and movies. It will tell photographers exactly how a particular photo was taken: the camera, the lens the lighting the angles and so on. They can then rent the gear at a low cost.
She's so early that the startup doesn't have a name yet. But there's still reason to believe she'll have another hit. She's got the "entrepreneur-in-residence" backing of Battery Ventures and one of her advisors is Cisco bigwig, chief strategy officer, Padmasree Warrior.
We promised not to spill more beans than that, but if this recommend/rent/buy thing works, it could be a model for others.
SEE ALSO: 25 Enterprise Startups To Bet Your Career On
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