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Reframe It

Founded Year



Debt | Alive

Total Raised


Last Raised

$90K | 12 yrs ago

About Reframe It

Reframe It seeks to transform the nature of the public web by creating a virtual margin alongside any web page on which users can post comments to be shared with other users and read what others have written. Reframe It makes it possible for users to place any online material in a new light. It allows each user to benefit from the insights of other users who place specific online content in context and share their reactions in the form of online marginalia.

Headquarters Location

795 Folsom Street 1st Floor

San Francisco, California, 94107,

United States


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Reframe It Patents

Reframe It has filed 3 patents.

patents chart

Application Date

Grant Date


Related Topics




Financial markets, Social networking services, Marketing, Compositions for keyboard, Educational psychology


Application Date


Grant Date



Related Topics

Financial markets, Social networking services, Marketing, Compositions for keyboard, Educational psychology



Latest Reframe It News

Disappointing Race? Reframe It.

Oct 18, 2021

Call it the great reframing. After a big race, professional athletes and amateurs often face the same challenge: how to react when the run doesn’t go according to Plan A, B or C. It’s something Ryan Hall knows well. A two-time Olympian, and the only American to run a marathon in under 2 hours 5 minutes, Hall has had to strengthen that mental muscle as an athlete and now as a coach to runners including his wife, Sara Hall, the second-fastest female marathoner in American history. “I went through this process throughout my career, and it’s one I continue to cultivate as a coach,” Ryan Hall said over the phone last week. “When you have a bad race, you don’t want to talk about it to your co-workers or peers. But I’ve learned that actually every single one of those conversations is an opportunity to reframe this narrative in my own mind and with other people.” It can take time. Hall points to his 10th-place marathon finish at the 2008 Beijing Olympics as one of the most difficult disappointments of his career . He went into the race as a podium contender and was absolutely dejected at the finish. He is able to see that experience in a positive light now, he said, but it took him three years after the race to get there. “It’s a learned skill,” he said. For some people, talking about a disappointing race with others can be an isolating experience, said Justin Ross, a clinical psychologist. He calls it disenfranchised grief. “We use that term when the loss of something may not be widely understood, and we see that a lot with amateur runners,” Ross said. “The marathon is so important for us that when it’s done, the general public, our family and friends, they don’t understand it. Why is it so hard?” After this year’s Chicago Marathon and Boston Marathon — both of which were run in warm weather, slowing down athletes — many runners were eager to reframe how they thought about their races. Sara Hall was among them. After failing to qualify for the Tokyo Olympics at the U.S. marathon trials last year, she refocused on another big goal: setting an American record. She ran the London Marathon — an elite-only event held last year on Oct. 4 instead of its usual April date — in a personal best, 2:22:01, placing second. On Dec. 20, she raced in the Marathon Project in Chandler, Ariz. (she races relentlessly ), finishing in 2:20:32, the second-fastest marathon run by an American woman. She was just under one minute off the American record — 2:19:36, set at the London Marathon by Deena Kastor in 2004. She targeted the 2021 Chicago Marathon with the record in mind. “It’s hard not to envision it going a certain way,” she said, days after finishing in third place in Chicago with a time of 2:27:19. “I envisioned a great weather day, that I would be in the hunt to win, to set an American record.” Unlike professional athletes in many sports who have the opportunity to make up for a disappointing performance almost weekly, many runners compete in fewer than half a dozen races a year. At the Tokyo Olympics, some athletes cried openly when they were disappointed by race results. Others were able to quickly reframe their narratives by the time they posted to social media. Image More athetles, including Scott Fauble on the far left in orange, have been sharing their disappointments and how they are reframing those performances.Credit...Steven Senne/Associated Press “The word disappointed doesn’t quite feel strong enough,” Scott Fauble wrote on Instagram after his 16th-place finish at the Boston Marathon on Monday. “I don’t think I need to belabor that fact, so I’ll sign off with some positives. The crowds were amazing — you guys carried me home those last 10 miles. My body feels generally whole. There will be more races in the future — more chances to live up to my expectations.” “This race certainly wasn’t everything we’d hoped for,” Reed Fischer posted after his ninth-place finish at the Chicago Marathon, “but it’s a massive step in the right direction and proof (to me, at least), that I belong at this stage and in this event.” In this process, Ross said, professionals and amateurs alike are able to normalize feeling two things at once: sadness and gratitude. “I think there is a really powerful shift that we need to make between outcome goals and performance standards,” Ross said. Outcome goals are usually time or place goals. Performance goals can be much more about mentality. “When the day is not your day, we get lost and upset because we are able to recognize that the outcome goal is out of reach. That’s when falling on performance standards is so important. It’s less about the outcome. It’s how you show up.” It’s a concept that Sara Hall took to heart in the days after the Chicago Marathon. She loves being process focused, looking to little victories and identifying the next goal. “Out there, you have to do whatever you can to stay positive, and I did stay positive the whole time,” she said. “That was a win in itself. I told myself I was still in it. I focused on how good my stride felt and how grateful I was to be in the race.” It will be no surprise to see her show up again. Advertisement

Reframe It Frequently Asked Questions (FAQ)

  • When was Reframe It founded?

    Reframe It was founded in 2007.

  • Where is Reframe It's headquarters?

    Reframe It's headquarters is located at 795 Folsom Street, San Francisco.

  • What is Reframe It's latest funding round?

    Reframe It's latest funding round is Debt.

  • How much did Reframe It raise?

    Reframe It raised a total of $2.61M.

  • Who are the investors of Reframe It?

    Investors of Reframe It include Sacramento Angels, Mark Walsh, Daniel Zumino, John Schirer, Allen Miner and 6 more.

  • Who are Reframe It's competitors?

    Competitors of Reframe It include Webnotes and 2 more.

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A.nnotate is the flagship product of Textensor Limited which was incorporated in Edinburgh, Scotland in 2005. Today A.nnotate is used online by individuals and groups who need to store or share comments on documents, web pages or images. Standalone servers are in use in universities, SMEs, blue chip companies and the public sector. A.nnotate technology is chosen by developers to add annotation capabilities to their own high-value web applicationsas a result of licensing terms and technical support.

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