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Alice is an online platform for connecting manufacturers and consumers with the packaged goods business. The company came out with raising $4.3 million in its first round funding. The round was led by Kegonsa Capital Partners, and DaneVest Tech Fund also joined in. The startup is based in Madison, Wis. and founders are Brian Wiegand and Mark McGuire. Their claim to fame was selling their other startup: jellyfish.com to the Microsoft Corporation, late last year, which enabled Microsoft to go forth with their cashback program.