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After doing some very brief reading I can't seem to find anything particularly unique about this altcoin? Their specificity to start ups is interesting but again I couldn't find anything which details that aspect to a greater extent. What are your thoughts?

yeah they have just started their journey

Not a scam coin. It's very reliable MLM coin. Don't be afraid of investing on it.
The owner is Alexandru, his Facebook: https://www.facebook.com/saiu.alexandru
You just need to buy FRST from Livecoin exchange: https://livecoin.net/?from=Livecoin-hCw9P58J then deposit FRST to Firstcoinclub to have monthly profit (I invested POOL package: 7%/month, in 6 months) from it: HTTP://FIRSTCOIN.CLUB/AFFILIATE/24937
If you need to know more, or document, please contact me via my Twitter:
https://twitter.com/lukasrichvn
Thank you.

FIRSTCOIN focuses on improving its value, not the profit.
If you know about Bitconnect coin (from 0.3$/BCC to 60$/BCC right now), I think you should not miss this train.

This Coin was just generated to allow Ponzi scheme 'get rich quick' Firstcoin.Club scam:
FirstCoin: A Ponzi scheme cryptocurrency from a technical point of view

Definitely a scam. Will lose all of its value soon.