When a startup raises $20 million in three rounds, you know one thing: they're in a hot vertical market.

Hot markets currently include anything Cloud; Security; Digital Marketing/Media/Advertising and Mobile Marketing. It is in this final sector that Mozes operates.

Dorrian Porter is a former lawyer at Wilson Sonsini Goodrich & Rosati (the biggest Silicon Valley law firm) who was no newcomer to starting companies. HigherMarkets was an educational software company he founded in 2000 and then sold in 2002. Lessons learned? "Getting the business model better all the time, continuous improvement," Porter said.

A Canadian, Porter received both an MBA and law degree from the University of Toronto. He raised his first $5 million tranche in December 2006 and then started Mozes.

As Mozes' founder and CEO, Porter said he had two choices for business models on which to build Mozes, "First, I could've built a company and then gone out looking for investors," he told me, "or, I could've found investors, then built a company."..