I don’t usually follow startup stories, but I was intrigued by this one. With so much going for them – an interesting idea, interest from partners, interest from users, some PR, even some funding – they still had to fold.
And then I read Flowtab’s own account of how it went down. I am hardly qualified to criticize (but of course, I’m going to do so anyway), but some things leaped out at me. And these aren’t particular to this company (I don’t mean to pile on), but attitudes and activities I have seen in other startups as well.
Careless erosion of goodwill
Goodwill isn’t a trendy buzzword, but let’s talk about it anyway. Here are some of the tactics this company tried out.
Flowtab was an app that let you order drinks at bars. The founders spent months building the app, launched it on iTunes, and it was the #1 featured app for one week. But there was no service to back up the app. There’s no mention of how many people downloaded the app, but it must have been a good number. Many startups would be thrilled at having their app featured by Apple. But this one squandered their opportunity by letting users download an app they couldn’t use. That’s like having a big store launch, inviting customers, and then not showing up to open the store. If a thousand customers came to your door, that’s not a success. The fact that you couldn’t serve them is a failure.