Self-funded startup CalendarBudget presented its unique calendar-based personal finance tool at FinovateStartup 2009. The application is a subscription ($4.95/month) service that allows users to track their personal finances on a calendar, rather than the customary charts, tables and spreadsheets that some users may find uncomfortable or intimidating (see the demo at http://www.finovate.com/startup09vid/calendarbudget.html).

Being self-funded, the company's marketing resources are somewhat limited. They've turned this situation into an advantage by making the system easy to "white label." CalendarBudget has leveraged this decision through affiliate marketing--effectively allowing other websites to do their promotion. Affiliates are paid a commission ranging from $1 to $5.25 (USD) per subscriber. The strategy has helped grow the company to 4,500 users, up from 1,100 in the spring of 2009. An example of the affiliate program at work can be found at http://mysuccessbudget.com. Founder Eric Poulin says this newer tenet of guerrilla marketing - using the tools of technology to create buzz - is a core component of the company's strategy.

In addition to affiliate marketing, CalendarBudget works with individual companies. Their largest partnership is with Mortgage Alliance Canada, Canada's largest mortgage broker company, which white-labeled CalendarBudget as RightBudget. It's now available to all 1,200 mortgage agents who, on top of personal use, can offer it to their clients (http://rightbudget.ca).

CalendarBudget has added several new features, and also now includes the ability to import from Mint.com and individual bank accounts. They have also added a collection of video help files to the website.

What's next for Calendar Budget?

• By year's end, the company plans to introduce mobile access (iPhone and mobile Web).

• A 30-day, post-signup daily video email which will help instill the habit of smart money management and reinforce how CalendarBudget can help.

• Founders Eric and Robin Poulin are releasing a book in August called "Power Spending: Getting More for Less," co-authored with a Certified Financial Planner.