'Respectable' site for profiles

Name: Dan Caplan.

Name of business: MyCityFaces.com.

Title: CEO/founder, MyCityFaces.com.

Age: 37.What I do: I manage the day-to-day operations at MyCityFaces.com, creating advertising campaigns, overseeing Web-site development and talking to potential investors. We employ 11 people, including Web site developers, advertising representatives, SEO specialists and area directors.

About my business: MyCityFaces.com is a service-industry networking and advertising site that allows people to post profiles for free, offering products they sell or a service they perform.

We believe the service industry is often ignored and people resort to advertising themselves on social-networking sites, which isn't the most professional medium and often obscures the line between business and personal.

On MyCityFaces.com, people can, in a respectable way, have a profile, tell about what they do, recommend others on the site and post photos, coupons and videos. Think of it as an Internet billboard and an electronic business card.

In today's world, everyone in business or sales must have some sort of an Internet presence. Spend 15 minutes on your profile and then update it every so often. There's no need to stay on it every day, or week, like a blog requires. This site is for all of the hairstylists, nail techs, Realtors, doctors, mortgage brokers, et cetera - anyone who is in sales or offers a service. The site is free to post profiles and is broken down by major cities.

What I've learned in business: I've always been a "tell-it-like-it-is" kind of guy, never sugar-coating anything. In business, sometimes it's better to stay quiet and listen and respond appropriately. It goes a long way and makes life easier along the way.

I've also learned that creating a startup (business) in today's competitive environment is tough. Getting out and networking and getting your product in front of people is the best form of advertising.

Goals: The main goal of MyCityFaces.com is to create a site where ordinary people can advertise themselves in an inexpensive and professional manner. As we grow, we'll be implementing new features and ways to show your skill. While there are many Web sites dedicated to executives, not many focus on the rest of us.

We'll be opening satellite advertising offices in San Diego, Las Vegas, Denver and Dallas in the coming months. Our headquarters hopefully will be located at Scottsdale Airpark for many years to come.

At some point, we would like to compete with some of the biggest names in the Internet world, and, with the right team in place, we believe that is easily attainable.

What community I live in: Scottsdale (I've lived here for six years, and I'm still not used to the heat).

Where I grew up: I was born and raised in a small suburb of Denver called Greenwood Village. We decided to move to Scottsdale on a whim to get out of the cold and snowy winters. The more time we spend away, the more we miss it - or forget how bone-chilling cold it can get there.

Family: Wife, Marnie, two sons (ages 10 and 7). All of our family lives in Denver, so it can be lonely and free at the same time. I don't know which is better.

Favorite film: Wall Street.

First concert: U2 at Red Rocks Amphitheatre in Colorado.

Company Web site: www.MyCityFaces.com.

Address: Scottsdale Airpark.

Phone: 480-650-7268.

If you want your business profiled in the Scottsdale Republic, contact news@scottsdalerepublic.com or 602-444-6851.