Consumer startups are tough. You have two basic choices: A paid offering or a free offering (or freemium). If you charge people a penny, you’ll turn off the bulk of your visitors. If you offer free services, you might grow to be the next YouTube, WordPress or Facebook. Most entrepreneurs are not risk-averse and the dream of being big is just too appealing and the majority of us take the “free-route”.

Once you offer something for free, all shades of people will try to benefit from your service. You’d think a service like Sampa with a strong family and baby branding would just repel small business, teenagers, criminals, etc. but that’s not the case at all. And I suspect most blogging services; photo-sharing or web-site building solutions face the exact same issue we did.

Most entrepreneurs and investors will look at data analysis and talk about averages or totals: Averages number of blog posts per user per week, average number of sign-ins per user per month, viral coefficient, total number of active users, etc. Entrepreneurs who are more sophisticated will split their “averages” and “totals” in two or three groups. For example, fixing one of the dimensions into users that sign-in 30 or more times per month (very engaged), between 10 and 29 times per month (engaged), and between 0-9 times per month (on the brink of leaving) and then run the averages and totals for the different groups (e.g. “very engaged users upload 25 pictures/month, engaged users upload 7 pictures/month, etc.”)

Very few startups actually look at demographic and psychographic data as a way to group their users. Primarily, because it’s hard to get gender, age, income, interests and intentions without asking the user, and once you ask them you might just scare them way or get the wrong information.

One time we went to pitch Sampa to a VC in Seattle, and out of the blue he mentions this other startup growing amazingly fast – had nothing to do with our business. After the meeting I went to check the startup website. Their Compete and Alexa growth was just amazing. Their website contained profiles of all users since it was a public social network. So I clicked on the profile of the 20 people featured on their homepage (“most recent users to join”). Of those, about 75% were girls between the age of 9 and 13 – likely the worst demographic to make any revenue from.

Did the startup know about this? Oh, yeah. Did that VC that was looking at investing on them? Likely not.

In the middle of 2008 we decide to do a qualitative analysis of our user base. People of all kinds were creating sites on Sampa. There wasn’t an automated way to know if it was a baby site, a family site, a small business, a technology blog, etc. We looked at more than 300 sites, randomly selected and created a spreadsheet with the category, the demographic of the author (if we could figure out) and we plugged that into our own analytic system to split our averages and totals for each site category. The results sucked!

Just 20% of our users were on the target audience. That meant 80% were not building any kind of family or baby site. Ok, maybe we can live with that. But it turned out that more than 25% were by pre-teens. There are two problems with that: First, It’s actually illegal in the US and most countries to allow a younger than 13-year-old to sign up to your service without parental consent. Second, pre-teens are not a great audience to build an advertising-based business model.

However the data showed an even worse picture. Pre-teens were a quick burning flame. They would come, upload lots of pictures, write lots of blog posts, “bling” their site, invite 20+ friends and they would be completely gone in a month. That behavior skewed our data enough that once we looked at our growth, viral rates, and everything else, our business didn’t look so great.

Being Proactive Can Backfire

Can you force users to comply with your Terms-Of-Service and still be successful on a UGC service? Yes, you can. Facebook manage to be very aggressive on the enforcement of their TOS, and so did Flickr. However, if you look at most Web 2.0 startups, they are not doing that at all. The most prominent case is YouTube, which allowed copyright infringement on their website and can plot a $1.6B exit based on their “turn a blind eye” strategy.

We didn’t do that at Sampa, and I’m sure we could have seen 2 or 3 times more growth if we had used the same strategy. We proactively removed pre-teens websites. They weren’t easy to find, but every time we found one, we would remove the website and notify the owner she was 12-years-old. They would be mad at us and tell that “Jamie, Emily and Sally also have a website on Sampa”, and we would say thank you and delete all their friends websites too.

We would also proactively delete porn websites. There is nothing wrong with porn. It’s not illegal or immoral in my view, but it didn’t go well with our family-oriented business proposition. Also, most UGC porn sites are infringing in someone else copyright and we just didn’t want to deal with DMCA or lawyers.

We also found criminal websites, from people trying to steal credit-card and passwords to the ugly side of online pedophilia. We had the FBI come over twice to collect evidence.

And let’s not forget link-farms. Although we had CAPTCHA and email confirmation for new websites, every once in a while someone managed to create dozens of websites in a single day all full of links to some bank, real estate agent, mortgage broker, auto dealer, etc. I’m sure the business that were benefiting from it didn’t know they hired a “black-hat” SEO.

Pretty much every Social Network-builder, website builder or content sharing site deals with the same issues we dealt with. A good number of entrepreneurs (and most investors) will be oblivious to those facts and just think that everything is going great and the growth is sustainable and proof they are creating great value and soon will be able to turn a huge profit or to sell for hundreds of millions of dollars, until someone takes the time to figure out what people are using their service for and finds out it’s really not what they thought it was.

SynthaSite is one of the players in the DIY website / blog builder field, and they’ve just gotten a huge vote of confidence from their investors: the company has announced a $20 million Series B round from Luxembourg-based Reinet Fund and plans to use the money to grow both organically and through selected acquisitions (they made a first small one past December when they bought Clickpass).

This is actually the same investor as the $5 million Series A round it raised in November 2007, but then then-called Columbus Venture Capital was recently restructured into Reinet, which is now a listed entity on the Luxembourg & Johannesburg Stock Exchange with over $2 billion in market cap.

No word on the startup’s valuation, although co-founder and CEO Vinny Lingham (also an occasional blogger) tells me it was definitely not a down-round and that they’re in it for the long run. He also added that the company is growing nicely, boasting 1 million registered users and graphs clearly showing an upwards traffic trend (Quantcast). Compete shows a similar curve.

SynthaSite makes building simple websites a breeze, but in that it doesn’t differ much from the dozens of similar services out there (e.g. the just launched DevHub, WebJam, Sampa, Jimdo, Weebly, webme and many many more) apart from the fact that they integrated a bunch of third-party services into the application (e.g. WidgetBox for widget distribution, Picnik for photo editing, etc.). SynthaSite is also up against services from established companies, like Microsoft Office Live and Google Sites. It remains to be seen if the now heavily-funded startup will be able to keep growing at the current rate in this economic climate and with an increasingly competitive playing field.

As for the business model: SynthaSite generates revenue from domain names sales only (as an affiliate to Network Solutions) as the service is entirely ad-free. Premium services (like advanced features, unique templates, etc.) are coming later this year, says Lingham.

Strategy-wise, SynthaSite is looking for partnerships with ISPs and large computer manufacturers and internet companies, who could offer a co-branded solution to their users without paying SynthaSite for the service but rather getting a chunk of the revenues back from the company.

It’s a good strategy, but many have tried – and are trying – to do the same, so again, the jury is still out if SynthaSite will be able to justify the faith their investor obviously puts in them in the years to come.

Sampa, the personal homepage creator for families, has raised $1M in Series A financing from a group of individuals including Geoff Entress and former executives from Microsoft, Netscape, and Lightsurf.

The Redmond-based company has also rebuilt its user interface so that it’s more intuitive for soccer moms who don’t know any of the concepts behind making websites. The new design puts the editor side-by-side with the end result, allowing users to see immediately how their changes affect their pages. In contrast, the previous version had users going back and forth between two different views as they would in a desktop program like FrontPage.

While there are not many new features per se, Sampa now has a completely new set of themes and colors. CEO Paul Gross says that the changes in aggregate make the site more of a competitor to focus sites like Babyjellybeans and MyFamily.com rather than website builders like Weebly or Jimdo.

They aren’t new, and we’ve covered them before. The reason we left them out is that we’ve had some difficulty in categorizing them.

In many ways Sampa is a blog platform with a focus on privacy features, like Vox. But we’ve also compared them to easy site creation tools like Weebly, Synthasite and Jimdo.

But recently they’ve added new features to focus on family story telling and milestones. There is now a Geni-like family tree feature, and trusted visitors can upload photos directly as well.

And they’ve also added a MyBlogLog-type feature that shows visitors to the site – both their name and an avatar. Sampa sites have areas that are private by default, so only people you invite in see the site (they see it via an invitation URL, and subsequent visits are authorized via a cookie.

The hodge-podge of features results in a really compelling hang-out for families to tell their stories, celebrate weddings and births, and share photos and family tree information. The site is also free, although eventually users will be able to pay to have advertisements removed.

It’s a good site, and one of many startups that are doing a lot on very little capital – the company has raised just $310,000.

Sampa sites revolve around modules. You can add modules for blogging, photo galleries, static pages, YouTube, Flickr, Twango, Amazon, Delicious, Blue Dot and Blogger. When you add a module, a link to it is added to the menu bar at the top. You can restrict access to any of your content to anyone, friends, or different Sampa members. The layout of the page is basic, allowing you to move around modules and adjust the number of columns. The design can be changed by applying any of the templates from their gallery.

The addition to Facebook allows you to create and manage your page right through Facebook. You can view your page and your Facebook friend’s pages through the Facebook canvas page. Sampa also adds a mini version of your site to your profile page.

Other website personalization services may enter Facebook, but it will be a tough slug considering the site’s rigidly spartan design principles.