The early stage company pitched its form analytics tool to judges last night at the Dragon's Den-style finals alongside three other UK firms, including mobile app Uevoc, fashion advice platform Motilo and eCommerce transaction website FlubIt.
As winners, Formisimo will spend a week on a start-up boot camp in Israel this October with nine winners from nine other countries.
Formisimo co-founder Al Mackin told Techworld that the tool helps businesses perfect their online forms, which customers often consider to be cumbersome and annoying. The tool shows businesses how visitors engage with their forms and helps them improve their experience in order to get a higher conversion rate on the site, he said.
While in Israel – sometimes referred to by some as “the start-up nation” – Formisimo will attend seminars, pitch to VCs and network with some of Israel's leading high tech companies, CEOs, investors and start-ups. It will also get free entry to the Digital Life Design (DLD) Festival in Tel Aviv (worth £325) and visits to the main R&D facilities of Google, eBay and Microsoft.
Formisimo's head of sales and marketing, Tom New, said he is hoping the trip will help the company to raise £350,000 in funding so that more developers and marketeers can be hired.
The BizCamp Tel Aviv competition is in its second year and is supported by Campus Tel Aviv, Israel's Ministry of Foreign Affairs and technology website The Next Web.
Tel Aviv was ranked as having the second biggest start-up ecosystem at the end of 2012 in a report released by Spanish telecoms provider Telefonica and Startup Genome. Competition judge and Israeli ambassador to the UK, Daniel Taub, claimed last night that Israel’s national service is perfect training for entrepreneurs as it equips them with the networking, innovation and responsibility skills needed to do a start-up. Other judges included Google's head of Campus, Eze Vidra, The Next Web's editor-in-chief, Martin Bryant and Havas PRs head of social media, Claire Twohill.
The news is another positive boost for the city of Manchester, which is home to co-working space TechHub and MediaCity – where the BBC’s new studios can be found.
“Manchester is a uniquely inspiring, dynamic city with a strong pedigree in the fields of computer science and creative arts,” reads the TechHub Manchester website. “This makes it a prime location to foster a new generation of internationally-focused internet startups.”
Rob Coupland, UK MD for datacentre giant TelecityGroup, told Techworld that start-ups are piggybacking on the BBC’s decision to set up a base in Manchester as they can provide some of the underlying production and creative tools that the BBC needs.
Coupland argued that Manchester is re-emerging as a genuine European innovation and technology hub as a result of infrastructure investment into the region, including new internet exchanges, telecoms networks and datacentres.