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A Niche Social Site That's More Than Skin Deep

How Tom Seery is trying to change the world, one nip and tuck at a time -- and what Web startups can learn from his business

This story appears in the September 2010 issue of Start Up.

Tom Seery"I am nervous. I have read more than 100 reviews on this site from the good, to the bad, to the absolute unthinkable. I am hoping to get into a bikini by maybe July or August. I want better confidence, a fresher more youthful appearance. I want to be able to sit in a chair without pulling my shirt down to cover my flab/folds."

So begins one woman's four-month diary of a tummy tuck. It is personal, painful, emotional and an often brutally honest chronicle. It also generates dozens of responses, both sympathetic and critical. It is accompanied by expert advice, before and after photos as well as video journals of others who had the . Though the writer admits to many days of doubt and fear along the journey, her last posting reads: "It's been a happy trail."

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