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“Do you want to fix your cracked screen?” asks the ad on my phone. “Get a free estimate!” it promises next. I don't understand why people think I need help with this; but more importantly, I can't afford it. After all, I am just a high school student and even with after school and summer jobs, money is tight. The company behind this ad has already contacted me three times today and they won't stop at five or ten messages per week either — making it nearly impossible for me to ignore their relentless marketing campaign aimed at students just like me, who are either too young or too strapped for cash to really step up their technological game. "Eleven's" marketing campaign, which targets consumers in their teens and twenties, makes great use of social media and instant messaging services such as Facebook and iPhone instant messaging apps to get the word out about their service. The company also works with popular fashion retailing websites such as Shop Benito and Gilt Groupe to offer repair services for fashion items such as designer shoes by Jimmy Choo, Louis Vuitton and Chanel. As part of the “Eleven’s” marketing strategy — free shipping is offered by courier companies on all shoe repairs. In addition, the company maintains a blog on its website as well as a Facebook page to help promote the services it offers. Eleven‘s business model is based on a franchise system wherein each franchisee owns and operates their own repair center. All repair work is performed in-house by trained technicians to ensure top-notch quality workmanship.

The first two locations for this start-up business were set up at the University of Chicago - one near campus and another in Hyde Park, which was later leased out by owner, Steven Burdick to his former CFO Glenn Gomes. Former CEO Steve Burdick was a former chief financial officer in a biotech company in Boston. At the time of his move to Chicago, he had only limited experience with Information Technology but had previously been an entrepreneur in the field of information technology. His experience with Information Technology was limited by his high school years when he spent most of his time on computer programming, which later brought him to focus on IT at the university. He joined forces with an IT expert and a businessman (who at the time held a position in Morgan Stanley and had the intention of starting his own company) to form Numitia, LLC. After seeing the mounting interest at Apple’s Genius Bar and growing frustration at not having a convenient place to bring damaged Apple products for repair, he decided to take matters into his own hands by setting up such a service in Chicago. In 2010, Steve Burdick also applied for and received patents on his inventions relating to systems and methods for diagnosing computers. This business has been featured in "Entrepreneur" magazine, "Inc.

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