Closing the Book on Chapter 1 of UberStories

It is with a mix of sadness and relief that I announce I am hitting pause on UberStories. The reason is rather straightforward: I am a freelance copywriter first and foremost – it’s how I make money – and I have gotten so busy that I literally have no time for UberStories.

When I started UberStories nearly 18 months ago, I had a couple of hours a day to devote to reaching out to, interviewing, and writing about DC Tech startup founders. That extra time vanished over the past several weeks, as I took on more clients and projects. My stress levels went through the roof as I tried to keep up with both UberStories and my clients. UberStories became a burden rather than a joy.

I do not know what is next for UberStories, but I’ll keep you posted. I do want it to live on, but I no longer think I am the person to feed it, grow it, and love it. Keep doing what you’re doing, DCTech founders!

Spend Consciously is Using Big Data to Help You Match Your Spending With Your Values

Matthew Colbert had his a-ha moment while running a PR consulting company here in DC. There he was, working on campaigns and fundraising, when he realized that you could use the massive amounts of data floating around to help people figure out whether the politicians they support, companies they invest in, or even just products they use are truly reflective of their values.

Take that up to the enterprise level, and, as he pointed out, “There’s never been data showing whether what you’re doing is helping you drive business around CSR [corporate social responsibility]. If you can build that bridge, that’s huge.”

Matthew and his co-founders are building that bridge with Spend Consciously. Their first product, an app called BuyPartisan, will be available soon. Spend Consciously, as described below, is on track to launch this summer. Here is their story, as told by Matthew:

In 140 characters or less, what does Spend Consciously do?

We are the 21st century nutrition label for your conscience; we help you ensure your spending matches your beliefs.

Why is Spend Consciously useful?

We provide busy consumers with the information they need to make conscious purchasing decisions with the peace of mind of knowing their spending is in line with their values.. Look at CSR and how it ties to shareholders. You can have a great deal of overall impact on the world and your bottom line. On the individual level you can see how you spend your money in a more informative manner.

What is your business model?

Our value to consumers is as a coordinated source of morally relevant information on their purchases. Our value to companies is as a continuous stream of up-to-date consumer feedback on their products and practices. We charge companies a flat fee to become a charter member. We charge organizations an annual fee, and they can start to utilize our tool as part of their overall communication and education budgets. We also serve as a conduit so anyone can buy stock without paying the broker fees. Finally, there are APIs and white labeling, so individual companies can geolocate coupons and learn more about the people using the coupons.

What do you need, and what do you want?

We are fortunate in the sense that we have users, especially since BuyPartisan is a niche product. We are going on to raise our next round. We feel like we’re at the precipice of something really exciting. What we want is to ultimately bring consumers even more types of information, in whatever context and to whatever depth they desire. We just need to get Buy Partisan out there first.

Who is your biggest competitor, and why are you better?

Our closest thing to a competitor is one that just got sold – GoodGuide. But we’re not trying to tell anyone who’s good or bad. We’re trying to help consumers get what they want. The approach we use allows people to empower their decisions and brings facts to the individual rather than crowdsourcing opinion and telling people what they ought to want..

I have to ask: Are you related to Stephen Colbert?

I’ve been told we’re distant cousins.

Spend Consciously

Find Up-To-Date, Neighborhood-Specific Happy Hours Via CLiNK

David McWhorter is a PhD chemist, homeland security consultant, and founder of a startup called Happy Hour Ninja that develops an app called CLiNK. Of course. I mean, if you have PhD and work for the government, starting up is just a natural progression – at least here in DC. Here’s his story:

Where did the idea for Happy Hour Ninja and CLiNK come from, and why did you decide to pursue it?

About a year ago, I just wanted to stop by someplace in Dupont to grab a burger and beer, and I jumped on my phone to find a good source of where to go. Many apps were DC-wide, and they weren’t able to capture the fine detailed changes that happen in Dupont on a monthly basis – I’ve been told that 2 restaurants open and 1 closes in Dupont every month.

I found there wasn’t an app that offered good up-to-date information that focused on Dupont. I went around and very carefully handcrafted my database for Dupont using Google Maps, and I walked every street to be sure I didn’t miss anything. It’s a really dynamic area, and if you don’t stay on top of it, you get lost or end up sending people to places that are closed.

In 140 characters or less, what does CLiNK do?

We find the best Dupont Circle happy hours that are closest to where you are.

Why is your startup useful?

It’s geo-located, so it knows where you are and grabs the 15 happy hour specials closest to you. I have different people, who I call agents, doing Arlington, Bethesda, U Street, Old Town, H Street, Adams Morgan. So it’s about to grow substantially, hopefully within the next few weeks.

What is your business model?

I’ve been to every bar, and every bar that is in my area are in my app for free. The app is free.

The model I set up is, if you want your bar to get a bigger listing or get prioritized or engage on Twitter with whatever you tweet, you can pay $30, $60 or $90 a month to get these services. Right now, I am covering my costs.

What do you need, and what do you want?

I need to add features to the app. I want to have agents in every micro area that will be represented in the app. That person is responsible for keeping the database up-to-date and engaging people on Twitter.

What’s in it for the agents?

Let’s take Dupont. There are roughly 200 bars, and 150 of them are relevant to CLiNK. Of those 150 bars, 50 of them decide to sign up for the $60 a month plan. I run that area. That revenue is all mine. For the agents, that $3,000 is split 50/50.

Over the long-term, what do you want CLiNK to be? Do you want to expand nationwide?

Yes, absolutely. I am smart enough to get this thing off the ground, but this gets complicated as it scales. When you have tens or hundreds of agents, you have to do what most startups do – find a CEO, CFO, etc.

Who is your biggest competitor, and why are you better?

If someone is looking for a happy hour in Dupont, there is no competition. If someone is coming to DC for a conference, there are several databases on the web that are very thorough in terms of reviews. In terms of apps, there is Zagat, but I would presume they have only 50% of what is in Dupont. On a micro level, I don’t think there is much competition. My shortcoming right now is that it’s only Dupont.

Tell me something unique or interesting about you or your company that most people don’t know.

The fact that I really am learning this on the go. I have played around with Twitter but never saw it’s utility and didn’t understand why it’s so popular. For a business like this, it’s my go-to marketing tool – and it’s free! So that’s been a big learning curve, finding some of those tools out there.

I’ve integrated the CLiNK with TaxiMagic, so within the app, you can actually pull up the TaxiMagic app if it’s on your phone and get a taxi within CLiNK. That connection to TaxiMagic came via Twitter.

CLiNK app screenshot

James Norris of SelfSpark Wants to Help You Optimize Your Life Through “Serious Life Hacking”

Sorry for the pause in UberStories – various technical difficulties, such as traveling without my Mac (which was very liberating!) and getting stuck an extra day in New Orleans, got in the way.

James Norris, co-founder of SelfSpark, is a very, very interesting person. Aside from the fact that he is one of those people who just can’t sit still – Self Spark is technically the seventh startup he has helped build – he was always destined to be an entrepreneur. During elementary school, he started selling candy at recess. During high school, he participated in 9 NASA-backed international space settlement design competitions. And during college, he started life hacking, which you’ll read about more below.

Self Spark launched in January 2012. Here’s James’ story:

Where did the idea for SelfSpark come from, and why did you decide to pursue it?

The key in my life is to do as much good as possible. I did some experiments in college to hack how we studied and got things done. We started bringing people together in one day events, called Get Stuff Done Days, and we found that personal growth should not be personal, it should be social. We realized there was power in numbers. That turned into a personal development group – we tried to see what was working and what motivated people to change.

Finally I attended an event, and it changed my life. I went to a self-help event, and I thought there was value there but I was uncomfortable with the sales pitch. They basically sat me down and tried to make me buy a lot of programs. I realized there were smart people in the audience, and we should crowdsource self help from them.

SelfSpark has done 70 one-day events and tested out techniques. We have learned through all of these iterations.

In 140 characters or less, what does SelfSpark do?

We use technology to help people optimize their lives.

Why is your startup useful?

One of the problems with behavior change is it’s hard to figure out what to do and how to do it. We, as humans, are not designed to be self-actualized and happy – there’s a lot of research behind this. We are not designed to eat well, for example; we are designed to eat for survival. You can’t fight it with willpower – you need to fight with a systematic design. What’s around you will help you with results. We are looking at apps, gadgets, and old school technology like meditation and integrating it into your daily life so you have a better chance of making those changes.

So, it sounds like you also really interested in life hacking.

It’s a great term if you know what it means. We redefined it as simple, effective short-cuts for improving your life. It’s about real change. We are actually debating calling it Serious Life Hacking.

What is your business model?

Selling tickets to SparkWeekend, the main event we do. We give you part of your money back if you reach your goals after 30 days. So you get paid to lose weight or improve your GMAT score. Another big part of this is corporate events. We’ll be doing one in Singapore on unemployment – it’ll be a SparkWeekend intervention, basically.

What do you need, and what do you want?

The beautiful thing about [being part of the first cohort at] Conscious Venture Lab is it gives us a chance to stop and breathe and decide what cities to do next and also push with our corporate side. As long as we keep testing, doing, and learning, we’ll be set up for global domination [laughing!]. We are really disrupting this – self-improvement is an $11 billion industry.

We want SelfSpark to be global and to reach a wide audience.

Who is your biggest competitor, and why are you better?

The status quo – or apathy! People want to do something, but they don’t know how to get started and continue. Everything we do is online. We are more like Wikipedia – let’s have people help support and increase changes.

Tell me something unique or interesting about you or your company that most people don’t know.

Personally, one of the first experiments I started doing was when I was 16 and had my first kiss. I realized that the concept of a first was really important, so I started tracking how many firsts I had. Guess how many I have had?

Um, 189?

I have had over a 1,000! It’s a fun game and it keeps the neurons fresh.

When Does Parody Become Trademark Infringement?

Startup founders tend to be an irreverent bunch, which unfortunately can get us into trouble if we’re not careful. Hence, I am publishing this rather funny blog post on trademark infringement, which originally appeared on Cloudigy Law. Thanks to Antigone Peyton for letting me republish here.

Recently, a pop-up shop called Dumb Starbucks appeared in Los Angeles, CA, east of the Hollywood Hills. This snappy faux Starbucks sold newly branded versions of Starbucks items, including Dumb Blonde Roast Coffee, and Dumb Lattes. And the mimicry of the Starbucks sales model and shop experience didn’t end there—the shop also displayed such classic CDs as “Dumb Jazz Standards” and “Dumb Nora Jones” in display cases by the cash registers.

Dumb Starbucks on TwitterWhile fascinated locals waited in line for hours for their dumb coffee, Starbucks scratched its head and grew increasingly agitated at the use of its trademarks, including variations of its famous logo, in the LA store and across social media. News of the stunt went viral, and in a matter of days, the @DumbStarbucks twitter handle picked up over 15,000 followers. While the store was quickly shut down for operating without a valid public health permit, the legend lives on, and it’s sparked an interesting debate about performance art and permissible parody use of famous trademarks.

Who Is That Masked Dumb Starbucks Hero?

Comedian Nathan Fielder recently announced on the “Jimmy Kimmel Live” show that he is the owner of the LA shop. He says his shop is legal because he is operating under parody laws, and the shop is an art gallery, not a coffee shop. And the coffee they’re selling is art too. Starbucks, as you might imagine, has a different view regarding Fielder’s use of dumb versions of its protected trademarks.

The shop has been so popular that other media hounds attempted to claim credit for the hoax. One hoaxster professor, after Fielder claimed credit, contended that the art actually began when he personally took credit for Dumb Starbucks and called the idea his own during his lecture at the University of Southern California on art appropriation and hijacking on social media. When asked to explain this art theory, he claimed that his own authorship claim blurred the authorship lines and caused confusion around the discussion of Dumb Starbucks. Seriously. That kind of art is too deep for me to comprehend.

Is Dumb Starbucks Parody or Trademark Infringement?

Dumb Starbucks is still selling shirts and hoodies carrying the modified Starbucks logo on its Facebook page, and is looking to open a second location in Brooklyn once they work out the health department issues relating to the dumb coffee art. Surely if this continues, Starbucks is going to go with a more formal (read legal) response to Fielder’s stunt. But who’s in the right: is Dumb Starbucks a permissible art form and parody of a strong brand?

Parody and satire are forms of free speech, protected by the U.S. Constitution. There are many recent examples of attempted parody uses of trademarks, such as North Face and South Butt or Louis Vuitton Handbags and Chewy Vuiton pet toys. But the line between permissible parody uses of trademarks that are considered fair uses of marks versus infringement can be hard to draw. Basically the issue boils down to the question of whether there’s use of a famous trademark where just enough of the original mark is used to allow consumers to appreciate the point of the parody, but the use stops short of appropriating the entire mark. That is, if it looks too much like the famous mark and there’s little distinction, then consumers are likely to be confused and the attempted-parody use turns into good-old-fashioned trademark infringement.

So what do you think? Should the Dumb Starbucks store and its use of the famous Starbucks marks be considered a parody and allowed to continue? Do you think the average consumer would get the joke

Amida is Radically Improving the Way Health Information is Shared and Accessed

Peter Levin is a very unassuming startup co-founder – he is reserved and speaks deliberately (which makes for a great interview!) – but beneath that kind, gentlemanly exterior is one of the smartest and most accomplished people I have ever met.

Before launching Amida Technology Solutions last June, Peter was the CTO at the Department of Veteran Affairs (an Obama appointment). He is not a government-lifer, though – far from it. As he pointed out, he has only spent a third of his career in public service. He has spent another third in engineering academics – “I am a fallen college professor” – and the final third in startups (3 of which were acquired – nice track record!).

Peter’s cofounders at Amida are Dmitry Kachaev and Matthew McCall.

Here is his story:

Why did you decide to pursue the idea for Amida and start up?

Have you heard of Blue Button?


Blue Button is the way in which 160 million Americans gain access to their health information. [You can read more about it in this blog post from the White House.]

Blue Button is all open-source. We have a so-called reference implementation so if you want to make your health information available, we can teach you how to do that, cost-free. It promotes the administrations’ interest in health care reform, and it’s a nonpartisan good idea. We thought we had a way of making that happen.

In 140 characters or less, what does Amida do?

Amida is bringing Blue Button to everybody.

Why is your startup useful?

Right now there are 2 big problems in HIT, or health information technology. The first one is that the people who have automated digital systems are isolated and fragmented from each other. So there’s very little data interoperability, even at the institutional level – your pharmacist doesn’t talk to your doctor, etc.

At the patient level, it’s much worse – it’s infinitely worse. You as an individual either have no access or limited access to your personal health information. An undervalued element of the ACA [Affordable Care Act] – and the part that everyone agrees with – is a public commitment to universal access to personal health information. Blue Button has emerged as a solution to the a problem, and the fact that that Department of Veteran Affairs was at the vanguard again – they have played key roles in drug discovery, cardiac catheterization, I think 3 Nobel Prize winners work there – people don’t recognize the extraordinarily important role that the VA has played in public health.

What is your business model?

Installation, configuration, and operation of Blue Button services.

At the enterprise level?

Yes, for insurers, hospitals, clinics, data holders and data brokers.

What do you need, and what do you want?

We were originally self-funded, and now we are customer-funded. We’re aggressively hiring to build out the team.

I want every person in the US to have not just access to, but benefit from, their Blue Button personal health information.

Who is your biggest competitor, and why are you better?

We don’t actually have competitors. There are few HIT companies that are focused on personal health information, so we have many partners, but we are not actually competing with each other. The field is so new and so large that the stakeholders all know each other and we’re on very good personal and commercial terms. We have partners in the mobile space, with people who are merchants of database technology. We ourselves are especially good at UI/UX and the deep architectural components that enable secure exchange of personal health information.

Tell me something unique or interesting about you or your company that most people don’t know.

I’ve been married for 22 years to a woman I was engaged to after 5 days.

Amida Technology Solutions

DCTech News Roundup: Crystal Tech Fund Launching, BoxTone Gets Acquired, and More

Funding News

Edtech startup 2U plans to raise up to $100 million through an IPO. Their cloud-based SaaS platform helps colleges and universities build, administer and market online degree programs; to-date, they have raised $103 million in funding. Nice! Source: In the Capital

The Disruption Corporation is creating a $50 million Crystal Tech Fund to invest in post-seed startups. To clarify what a post-seed startup is: it has achieved product-market fit and revenue and is looking for funding in the $250,000 to $1 million range. Source: Tech Cocktail

CIT has invested an unspecified amount in Encore. The startup uses algorithms to discover valuable social data opportunities, and then provides alerts to marketers. Source: PRWeb

Maryland Startup News

BoxTone is being acquired by Silicon Valley-based Good Technology for an undisclosed amount. BoxTone’s mobile device and app management platform fits nicely into Good Technology’s enterprise mobility toolkit. Source: Potomac Tech Wire

Virginia Startup News

Koofers has surpassed 1 million active users on its college-focused “play, learn, earn” platform. Source: Michael Rihani

New Startup

CLiNK – DC – “An iOS and Android app that allows DC-area users to find happy hour spots in an instant” – Source: Washington Business Journal

Shop In a Way That Supports Your Values and Improves the World at Just Good

I love hearing a startup founder proudly declare that he/she was able to quit their day job. That simple, terrifying act sends an incredibly strong signal about the value and future of the new company that they are now devoting 100% of their time and energy on.

For Brian Weinberg of Just Good, that moment came last June. Up to that time, we had been building experience around microfinance while working in private equity in South America. While managing of $30-40M in emerging markets for investors, he got a firsthand look at what it takes to be a successful entrepreneur. Finally, it was time to take the plunge himself; Just Good launched in late November.

Here is Brian Weinberg’s story:

Why did you decide to pursue this idea for Just Good?

People are multiplying but resources are not. Even in emerging markets, people are following the footsteps of the American consumer lifestyle. We are approaching 8 billion people on the planet in the next 10 years, and we have to rethink the way we live.

In 140 characters or less, what does your startup do?

Just Good is a socially conscious marketplace that creates a dialogue around calibrating our lifestyles with the planet.

How do you get that dialogue started?

When do a group of people get together and talk about what they’re buying in a way that relates to a planet? Just getting them in a room and having their undivided attention – marketers and retailers would kill themselves for the opportunity!

The conversation starts with why are you here. We want people to think about consumption, like ‘My favorite product that I can’t live without is _____. I want to buy ethical products, but ______.’ Then there’s a conversation around the reality – where the world’s at. There is no such thing as business without impact – and that impact can be really good or that impact can be really bad. There are a lot of things that have happened throughout history that support conscious consumption – we are just reminding people of that. We see it as an educational experience, but we want to keep it fun and fast-moving.

And then we say, by the way, here are products that meet the criteria of making a good impact. Trends are moving in this direction: If you’re going to buy something, you might as well buy something that supports your values and improves the world. If you look at the statistics – and this is true for ethical purchasing – Nielsen found that 66% of people said they’d switch to a brand that has an impact but only 39% are aware of a brand like that.

What is your business model?

We are buying wholesale and selling retail. We probably will do pop-up experiences, but we are owning the customer experience. There are 3 methodologies we adhere to: conscious capitalism; the thank you economy; delivering happiness.

So have you started hosting parties?

In March, we’ll be restarting the engine and getting going again. So we are looking for people to host a party and be a leader in their community to getting the dialogue going. We’ll invest in people and give them training – sales training, conscious capitalism training, personal development. The events raise $1-2,000 per event and we pay 15% for hosting an event, which is pretty generous.

What do you eventually want Just Good to become?

We are putting together the infrastructure to help us be thought leaders in this area, which gives us clout and whatever happens, to help people pay attention to this issue. I want to see the good economy grow and overtake how business is done.

Who is your biggest competitor, and why are you better?

There is competition, but no one is doing it with the home event strategy we are doing. There is a whole slew of online marketplaces – TOMS just launched one. But I’m not convinced that’s good enough to really shift behavior and do it in a meaningful way. We are not going to solve these problems by buying more shit, excuse my language. We are going to solve them by upgrading how we think about it. We want to be on the ground in a grassroots way creating these dialogues. There is so much work to do that it’s important we are all doing this.

Tell me something unique or interesting about you or your company that most people don’t know.

We’re employing a new approach to governance and management of the company where there is no hierarchy called Holacracy. Zappos just implemented it. If you look at traditional organizations, there are a lot of problems that are never fixed – egos, conflicts, lack of engagement, issues that create deadlocks, slow progress, and make you slow to respond to the market. Holacracy is a set of systems. There are lots of roles with accountability, and it helps you become enormously agile.

Want to throw a Just Good party? You can sign up here.

Just Good

Inspired by Newman’s Own, Do Good Buy Us Offers a Marketplace for Socially Conscious Products

As a mentor for Conscious Venture Lab, I’ve had the great good fortune to shine the spotlight on some fabulous and very inspiring startups that are part of the first cohort. Do Good Buy Us was launched by Zack Rosenberg on August 1, 2011 in New York City. I love his story – and not just because he’s a great storyteller. Here it is:

Why did you decide to pursue the idea for Do Good Buy Us and start up?

It started at the supermarket with my son. At the time, he was 3 years old, and we were going down the cereal aisle. All these sugary cereals were right on his eye-level, so I started looking at the ingredients on the side of the box. There were 90 ingredients on some of these boxes! I was pretty horrified. Trying to find a better alternative, I saw Newman’s Own – there were only 4 ingredients, and on the top of the box it said, ‘All profits go to charity.’ I struggled to find other companies who were doing the same thing.

In 140 characters or less, what does your startup do?

Do Good Buy Us delivers the best of goods that do good to news feeds, inboxes, and mail boxes.

Why is your startup useful?

There are so many studies out there as to who is the socially conscious consumer and what they’re looking for. In 2011, 18% said they were interested in learning more about socially conscious products. Two years later, that number jumped to 56%. That is tremendous growth! We offer a platform for discoverability.

How do you find the companies, products, and services that fit your model?

[Do Good Buy Us employee] Allison is the curator of our marketplace. From a product standpoint, we look to her to find the best of the best. Every transaction has to give back. Gap, they do things in a socially responsible way, but they only have a handful of Red products that give back out of a million. We only want to work with folks who have built it into everything they do.

Like TOMS.

Exactly. Without their one-for-one model, they wouldn’t exist.

What is your business model?

We make a margin on every transaction. We now have a product development side, and brands have reached out to us to help them develop products.

Did that happen organically?

Yes, it did, and it really surprised us. We got a call from a big ad agency here in New York City that wanted to create a customer gift that also gave back.

What do you need, and what do you want?

Ultimately, I want Do Good Buy Us to be like any other marketplace. We’ll have reached our goal of changing consumers – everyone will integrate giving back into all of their products.

What about now?

Press! What’s unique about social enterprises is they go against the traditional way of advertising. You can’t put up a banner ad or radio ad – they don’t seem to work the same way for a more traditional business. We need to tell stories.

Who is your biggest competitor, and why are you better?

Probably in November when TOMS decided to launch their own marketplace. I’m not going to call it a replica, but they feature a few of the same vendors. We have more diversity – a lot more partners, a lot more products – but I’m going to back to curation – we find the best of the best, and that makes our voice unique.

Tell me something unique or interesting about you or your company that most people don’t know.

The name Do Good Buy Us was something I had dreamt about before I started the company. I woke up in the middle of the night and wrote it down on a piece of paper.

Do Good Buy Us

When a Product Launch is Not a Product Launch

This is an excerpt from a brand-spanking new white paper, Product Launches that Pack a PUNCH! from Evolve Communications, a PR and marketing firm that specializes in working with startups and tech companies. You can download the entire white paper here, which is worthwhile – I found it full of great advice. A big thanks to Tia Thayil for sending it my way.

The first question any business owner asks when planning a product launch is when the actual launch should take place. The answer is surprisingly simple: When your product can do the one thing it promises to do, and does it exceptionally well. You might have a lot of bells and whistles planned out, but leave those for future releases. The product you launch with should be better than your MVP, but by no means should represent the final version.

Keep in mind that your product launch is not your product launch. Say what?

The day your product becomes available is not necessarily the day you are going to
launch it. In fact, you might even wait several months before fully launching your product.
Why would you do that? Quite simply, to get the bugs out. This is especially true if your
product is software. If it’s hardware or some other physical product, you can still have a
limited release before pushing for a full launch.

So, if your product launch isn’t your product launch, what is it? It’s your marketing launch!Your marketing launch, as the name implies, is when you turn on the marketing juice to ramp things up.

Not only do you have to answer “when should I launch,” but also “what time of year
should I launch?” It’s essential to think strategically here, considering a product launch
around a specific time of year, season or holiday….


Product launches often involve a lot of details and moving pieces. Be sure to develop a
checklist of every piece, along with due dates. When assigning due dates, be sure to give
yourself a little wiggle room; some things might take longer than expected! If multiple people
are working on supporting the launch, be sure to indicate who is handling which tasks.


Possibly the most important thing to do prior to launch is…MAKE YOUR PRODUCT
READY! Ensuring that your product is fully functional is essential to having a successful
launch. Imagine reaching your goal of downloads or users, and the product doesn’t
work! That wouldn’t sit well with your audience or investors, and could certainly result in
negative media reviews….

Want to read more? You can download the entire white paper here.