Company name: Pelago
Where it's based: Seattle, Wash.
When it was founded: 2007
Year it was a Fierce 15: 2008

Why it was a Fierce 15: founder and CEO Jeff Bezos didn't just invest in Pelago because its new mobile social network centered on localized listings, he also invested in the startup because the company's offering, dubbed Whrrl, was led by two alums, Jeff Holden and Darren Erik Vengroff. The startup also convinced another heavy-hitter in the investment community, Kleiner Perkins Caufield & Byers, to invest. Whrrl enabled users to log onto an interactive map that included places of interest as marked by friends or other trusted users. Click here for more.

What has happened since it was awarded the Fierce 15: Pelago launched a new version of its iPhone application, Whrrl version 2.0. The app organizes information including location, photos and updates into a story. Multiple people can participate in a single experience, or story. The stories can be kept private, shared with friends or made public--and can be shared on Facebook, Twitter and blogs.