"During our beta testing we found a significant number of people who fall into that category," she said.

This, however, highlights a question about one of company's marketing strategies, which focuses on attracting customers through social media pages and YouTube. One has to wonder how narrow the window will be on Facebook to capture the attention of an executive who doesn't tend to use it in the first place.

Jump Start's profile creation service is based on individual customer questionnaires that capture "key data for an exceptional business profile." Once the profile is established, customers can change their passwords and update the profiles on their own. The company recommends customers to use social media "every day," but acknowledges that some users may not be able to devote that much time to managing their profiles.