Thursday, May 29, 2014
FIR Interview: Betterific Co-Founder Micha Weinblatt
Betterific has been described by many as Reddit for customer feedback. On the social site, users complete the statement, “Wouldn’t it be better if…” Otis, the elevator company, might be intrigued by the suggestion, “Wouldn’t it be better if, when you select the wrong floor in the elevator, you could unselect the floor you clicked by mistake?”
As on Reddit, users can also comment on suggestions and vote them up or down. (The elevator idea had amassed eight upvotes, for example.) Companies can monitor references to their own products and services, but they can also mount campaigns. ConAgra Foods brand Redi-Wip, for example, asked for suggestions on how to improve both the product and marketing. A current campaign, from Coca-Cola, asks users to share ideas on what kind of promotional items the company should give at McDonald’s with the purchase of a Combo Meal.
In this FIR interview, co-host Shel Holtz chats with Micha Weinblatt, the co-founder of Betterific, about the company’s origins, its community, its relationship with brands, and the focused campaigns that have become a recurring feature of the site and how they can serve as a different and better approach to focus groups and customer insight panels.
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About our Conversation Partner
Micha Weinblatt is an entrepreneur from Washington DC. He graduated Magana Cum Laude with a Government and Politics degree from the University of Maryland in 2005, where he launched his first enterprise, Crooked Monkey T-shirts. The brand has since been carried by over 500 retailers including Urban Outfitters, Nordstrom, and Pac Sun, has been worn by celebrities Ryan Seacrest and Miley Cyrus.
In 2011 he was recognized for his efforts by CNN Money, which named him one of the top 10 entrepreneurs to watch. Along the way he was named one of the Washington Business Journal’s 40 under 40, a World Economic Forum Global Shaper, and was selected to be a member of the Sandbox Community.
After running Crooked Monkey for 7 years, in June of 2012, he co-founded Betterific, the digital suggestion box that crowdsources innovation, out of the DreamIt Ventures accelerator. In January of 2013 TheNextWeb named Betterific one of the top 13 east coast startups to watch in 2013. Since launching, they have grown their user base significantly and have partnered with Coca-Cola, ConAgra, the Washington Wizards and others to help them connect with their customers over ideas and innovation.
Connect with Micha on Twitter at @CrookedMonkey
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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.