How do you create and sustain a business that caters to the geek lifestyle without exploiting the very people to whom you provide services? Join this panel of entrepreneurs, whose traditional businesses cater to a predominantly nerdy or geeky clientele. Panelists Matthew Arevalo (Loot Crate), Donna Ricci (Geeky Teas, formerly Clockwork Couture), Janelle Badali (Badali Jewelry), and David Nett (Nerdstrong Gym) discuss how these businesses started, and how they sustain their service to their clientele in the face of mass-market exploitation of geekdom. How do you compete with the giant corporate conglomerates that have suddenly discovered the geek marketplace? How do you sell goods and market services to a community seeking authenticity, without falling into the trap of pandering or gimmicks? Moderated by Brian Ward (The Arkham Sessions, Shout! Factory).