This For That
avc.com
avc.com
I found the article hard to follow, not least because it's hard to find a startup that can't be described as "this for that". Every startup is "for" something. And very few startups are sui generis.
I'm not saying the article was good, just pointing out what it said.
Most of the time it's just the best way of describing a startup in 3 words or so. Our startup, http://clara.io/, is "google docs for 3D animation". It's not a great explanation of what we do or why, but it's about as good as you can get in a very short sentence.