Wymsee was a company that aimed to develop a mobile application (app) that would allow television audience members to identify and purchase clothing or accessories worn by characters in the program they were watching, with the Wymsee founders taking a percentage of transactions they facilitated. To get the data necessary to make this work, protagonist Alex LoVerde and his three co-founders built an app called SyncOnSet, which helped film crews update and streamline their previously analog and complex costume tracking workflow. The quick adoption of SyncOnSet and the relative difficulty of launching Wymsee made LoVerde wonder if the company should pivot away from a consumer-facing app and toward software designed for Hollywood film crews.