Should I take that job? Should I marry that guy? Those are among the important life decisions that Wisemuv wants to help people make. The year-old startup, with operations in Seattle and Mountain View, California, is described as an online "decision helper." We chatted with Wisemuv founder Chirag Pancholi, who came up with the idea for Wisemuv prior to proposing to his girlfriend, for the latest installment of Startup of the Week.

What’s your elevator pitch — in 140 characters or less... We help people tackle vexing situations in life with a neat tool that builds confidence when making decisions.

We came up with the idea... When I was thinking of proposing to my then-girlfriend at the time (now my wife), I, being a numbers guy, felt I needed something to help me think through my feelings. Well, I spent about 30 hours over a weekend building and tweaking a large (multi-page, multi-linked) Excel quantitative model to help model how I felt about her. (Think a large financial-type model bolted on to regressions everywhere!) While the math was great, it really was a sort of confidence builder for me that supported how I felt at heart anyway. But, for me, I realized that while I am a geek and had 30 hours to spend building a decision model, most people may not. The epiphany came to me that I should build a service that helps people think through things at key decisions in their lives. So, I started Wisemuv.

Chirag Pancholi

The word that best describes our company culture is... Intense. We pull crazy hours because we are intense about making things better. We are all engineers and therefore push each other on every feature/function/idea.

We are different from the competition because... We respect our competition, but we know more and more people value our unique combination of technology, process, and social elements into making smart decisions. It takes a lot of work to be different and great, but our metrics speak for themselves.

The biggest challenge we face is... Getting great people on our team fast enough. We employ a number of diagnostics to gauge fundamental curiosity, agility, and mental horsepower. Working at a startup is like getting married, you need to find the right people to hop on board!

We’ve raised... Eyebrows from investors, journalists, and most importantly users when we share with them the power of what we are building.

If we had $3 million, we’d invest in... The company – the only way we know how we can make a positive dent in the universe.

The oddest thing about our company is... That we have a particularly large volume of heavy metal tunes in our iTunes library.

The one thing missing from our business is... Business cards. But, in the age of Bump and Linkedin, what would we do with 1,001 business cards per team member?

We won’t fail because... We know that (we'll) do whatever it takes to make the world a better place – one decision at a time. We are always open to feedback and continue to make this better.

Editor's note: Have an interesting Seattle area startup that you'd like featured on TechFlash? Answer the 10 questions above with some flair and personality and submit them, along with a headshot, to johnharoldcook@gmail.com. Please, only founders of Seattle area startup companies should apply.