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The Features Users Deserve

If you read my last post, How we got here, you hopefully have a better understanding of why we set out to improve online product-focused communities. I thought I'd go through some of our features and explain why we believe they're important to users.

Integrated Product Reviews - In traditional forum communities, when a user decides to review a product, they start a thread. Then if someone else reviews the same product, another thread begins. You end up with incredibly useful information scattered throughout the site with no simple way to find, normalize and interpret the information. If you're curious about the overall opinion of the group, it's nearly impossible to figure it out. Our review system structures the data, ranks the products and makes it all easy to consume.

Product Profiling - If you're researching a product, it's useful to actually seek out people that own it. Or maybe you're considering an accessory for something you already own. On Huddler, users create a product profile showing what they own or once did. So if you're curious what environmentally friendly household cleaner other Huddlers are using, it's easy to find out, and easy to see what people actually think of each option.

As we get sufficient data in the system, Huddler is a powerful platform for personalized recommendation using the Product Profiles. Ultimately, we want to enable a user to say, "I have the Samsung SCH-u740" and be told, "People with that phone use these applications, these carrying cases, and these headsets. And if you're looking for an upgrade, people who used to use that phone have moved on to these..." The same concept applies with a TV (what speaker, receiver, universal remote, etc.), skis, motorcycles, cameras, and on and on.

Tagging - Each and every product within a Huddle has a unique tag associated with it, rather than allowing users to manually enter tags. So if you're looking for all the content in the Green Home Huddle about the Tesla Roadster, just check out the Tesla's tag page. In traditional communities you're stuck with search which may or may not find what you're looking for. You often waste tons of time reading things that have nothing to do with what you're looking for. Tagging is an extremely powerful tool for associating appropriate content with specific products/topics.

Wikis - How often is there a topic that a single individual has all the answers for? The whole point of an online community is to share the knowledge of the entire group. In current forums you'll often see a post that is meant to serve as a reference for users. The poster will often say, "Let me know if you have anything you'd like me to add/edit" Could anything be more inefficient?  For a great example of a community generated resource, check out Green Home's Frugal Beginners Guide to Going Green.

Those are a few of the features that we believe make a huge difference to users and I hope it helps to explain why. Communities are for collaboration and sharing, we hope these features make it easier to do just that.

If you think there are other features that would make an impact, please leave a comment.

Offline Marketing meets Online Activity

My background before founding Huddler is in Sales/Marketing/Business Development at an enterprise software start-up called Integration Appliance. They're a great company and I loved my experiences there, but after flying all around our continent to meet various Legal IT Groups, I was thrilled to start a consumer web company where I wouldn't have to see my "clients" anymore. Now, I'm still a staunch supporter of the interwebs as the most efficient mechanism ever created for disseminating information to a mass audience, but I had a much-needed reminder of the importance of face-to-face communication last week.

Along with my faithful comrade Stins, I had the pleasure of volunteering and attending West Coast Green last week in San Jose, CA. Now that Green Home has been around for 6 months (really - where is the time going!?) many companies at the show had heard of us and/or spent some time on the site. That said, while several of them remember receiving email correspondence from us about our new badges, or their ability to manage their product listings on the site, seeing us in person made all the difference. They eagerly devoured my business cards and helped brainstorm some cool ways that we can work together. They also generously donated they're products to the new Huddler Action Team we're starting up.

Similarly, I ran into the founder of GetWithGreen. He was incredibly pleasant to talk to and we obviously had a lot to talk about. Only after getting home did I realize that he had sent me a private message on Huddler weeks before that I didn't properly attend to. Having met him in person, I'm not much more eager and likely to follow up and hopefully find some interesting collaborative opportunities. Anyway, it seems like common sense that you can't forget about how much value there is in marketing your online world offline, but it's really easy to neglect when your head is buried in the weeds.

One more great lesson I took from that contest is that going green doesn't have to be a competition. Even at one of the nation's largest "Green" conferences, people still buy their coffee in non-compostable cups, drive SUVs, use old appliances, drive 85 with the windows up and the AC blasting, and a myriad of other "ungreen" things, but what's important is that we're all making some efforts towards sustainability where we can. I definitely didn't feel a need to be bashful about my "light green" status there and it was a refreshing feeling.

Lastly - thanks West Coast Green for giving me the most comfortable t-shirt ever made. Buy these things wherever you can get them. Something about mixing bamboo with organic cotton is absolutely magical.

A Couple of New Features

We've done some slight reworking here at huddler.com. We added an easier way for you to get to the huddle of your choice by accessing the links from the huddler.com homepage (top right corner, if you have problems finding it, let me know). As the list of huddles grows, we'll keep this list up-to-date. Eventually, this will grow into a more detailed central hub for the huddles, but more on that later.

Another new addition is a refresh of the emails you receive when subscribed to a product, thread, wiki or user. The new look presents the information important to you in a much cleaner, easier to read format. To check your email preferences, login to the huddle, select the "My Account" link in the top right, then click the "edit account" button on your profile page.

As always, we love to hear feedback and suggestions on new features or ways to improve the site. If you have any thoughts you want to share email us at info@huddler.com or start a thread at the forum discussion " Huddler Feedback/Tech Talk" located in all the huddles.

A Constant Work In Progress

Well, friends, the huddles have changed yet again.  They are indeed a constant work in progress.  Last week, we saw some site redesign go live and we hope you're as excited as we are.  

Here's the basic run-down of everything that's new and improved:

Action Shots
What is an action shot, you ask?  As much as we like stock photos, it's so much more fun to see YOU with  your stuff!  Now, on each product page, we've called out the action shots as distinct from any manufacturer or stock photos.  More love for your photos, and more fun for other Huddlers.  Not to mention, we'll soon be kicking off a contest all about action shots (head down to the bottom of the post for more on that).

"Huddlers who have this, also have..."
We have always encouraged users to keep track of products they 'own' and 'want' in their "Product Profiles."  Now, we're putting this data to good use.  Let's say you're interested in Dr. Bronner's pure castile soap.  Now you can find out what other stuff people who own Dr. Bronner's have and what they think about it.  This goes beyond the notion of related products and let's you see real, quantifiable data on what your fellow Huddlers are actually using.

Product Page Redesign
Speaking of the product pages, some Huddlers may notice product pages have been rearranged a bit. We're in testing mode, so only half of our users will see the new page, but if you're REALLY curious, just clear your cache and refresh and you'll likely see the other version. We've also posted a side by side here.

Our primary goal in this redesign is to more prominently feature your great forum and wiki content. We have been told that with it in the right column, it was getting 'zoned out' as advertising content. What do you think?

New User Registration Process
In an effort to bring maximally relevant content to new users, we have re-vamped the registration process. After the basic set up with a user name and password, etc., the new registration process asks you to check boxes with your interests so we can immediately direct you to threads and posts that you'll enjoy. We've also streamlined adding products to your Product Profile so that with just a click of the button, you can say you want the Tesla Roadster, own Dr. Bronner's soap, or used to own Seventh Generation shower cleaner all on one page.


Coming soon to huddles near you...

Product Category Explosion
In the Green Home Huddle, we'll soon be moving far beyond the appliances, cleaning products, cars, etc. you've come to know and love.  We're looking to really expand the Eco Babies and Kids category to include clothes, toys, and feeding gear.  We're also going to be adding Organic Food and Drink, Green Resources (like books, magazines, movies, blogs, and online tools), and Green Fashion (everything from skirts to boxers to tote bags).  For those of you who have requested green building supplies and cooking equipment, we haven't forgotten about you!

Not One But Two Contests
Last but not least, we'll soon be launching two great contests all about Green Home action shots.  The first contest is open to anyone and everyone - and all of the categories in Green Home are fair game.  So get your camera out, say cheese, and get clicking!  Your shot could win you a cool green camera or a solar camera bag (or for the runners up, sweet shoes from Simple).  

As for the second contest, this one is all about green babies and green mommies.  In conjunction with the category expansion, we'd really love to get all you green parents sharing your knowledge and your photos.  Our grand prize winners will win deluxe packages of 15 baby care products from Nature's Baby, Little Twig, Miessence, and Baby Oh Baby (and our runners up will do just fine too with a gift set from Baby Wise Organics).

The importance of being scrappy

This is the first company I've had the pleasure of founding, though I doubt it will be the last. One of the lessons that is constantly reinforced through my experiences is the importance of being ultra scrappy. Here are a few tips I've learned in the process of building Huddler about how to found on the cheap:

1. Get a great lawyer for less up front cash: I could, and absolutely will write a post about the importance of a good lawyer and how to find one. But for the purposes of this post, I'll just note that many of the premier firms in Silicon Valley are used to working with cash strapped startups. If they believe in your idea, then often they are willing to accept a deferral structure under which you only pay up front for your incorporation costs (which aren't much more at a premier firm than any other firm), then you are able to accrue legal fees with the firm that only have to be paid back after successful Series A funding. If you don't make it, they eat the bill, so they're incentivized to help you along the way. They can provide A LOT of help.
2. Function over form. This applies in many different areas of the business, but we were in the Hanky House for a full year (it's next to a strip club.) We made a lot of progress there.
   
3. Used stuff is good stuff. We've got all used desks, several used monitors and computers, a used couch, used fridge (cleaning it was harrowing, but it's great now), used conference table and chairs, used dishes and mugs, etc. I know we're not the first startup to do this, but I know plenty that don't. We've saved thousands of dollars that can be much better spent on new snacks and beer for the team. And marketing and stuff...
   
4. No recruiters. The cost of recruiters never ceases to amaze me. Perhaps when we're larger it will be justified, but at $10-$25k/hire, I was never able to get my head around it. We have a small team. We were incredibly fortunate to find David via Craigslist early on. Beyond that, it was all personal relationships that led us to the other members and gave us confidence in them.
5. Great Team Members deserve lots of equity. One way to keep salaries manageable for a small, early stage team is to ensure you appreciate the team members appropriately. We're certainly on the higher end of the spectrum for equity, and I hope to stay that way.
   
6. Act scrappy. When we run contests, we get the prizes donated. We meet with other teams and entrepreneurs to get free "consulting" when we can. When Peter visits from the East Coast, he sleeps in Ted's spare room. When you're used to being low on cash, it gives you a healthy skepticism for anyone and anything that wants your money and that leads to creative thinking. That's not to say if we had more money, we couldn't put it to AMAZING use (I'm looking at you VCs), but the discipline we've learned has been and will be good for us.
7. Align incentives. We try to be very fair whenever we approach others. When you're small and have nothing to offer, get creative and accentuate your strengths. For example, we have a brilliant technical team, so while we couldn't offer some partners traffic, spending extra time on a proof of concept/mockup of the future has opened lots of doors and helped us to seem legitimate.
   
8. Be born into a family with a really smart older brother. OK, that's tough, but if you can manage it, do so. I know a lot of brilliant operational geniuses just looking for the "right engineer" to get their vision off the ground, and vice versa. I was lucky to have Ted.

When it comes down to it, every aspect of running a business costs money, so hold on to it tightly and "buy" yourself the time you need to make your vision happen.

How we got here

I thought it might be interesting for people to understand how the concept for Huddler.com came about and what we're trying to build for our users.

A little background...I'm a geek. Big time. I've always been into geeky toys:

Toy,  noun - An object that requires electricity and software to operate.  -Ted's 2008 Official Dictionary

Home theater equipment (speakers, receivers, TVs, etc.), cell phones, digital cameras, computers, cars, motorcycles, etc. I've owned countless products in all of those categories and continuously upgrade (more often in the past...we're busy...and poor). Back in the day, when you wanted to stay current on the latest toys, you had to read lots and lots of magazines. You relied on a small group of journalists that had access to the gear and provided their opinions of the products' performance and functionality. Then finally...in the mid-90s, the traditional publications became much less relevant. Online discussion forums gained traction, and they gave us the opportunity to share our opinions and experiences with other enthusiasts around the world. This completely changed how you learned about products, how you made purchase decisions and how you learned to better utilize them. No longer were you reading the opinion of a few 'experts' that tested products for a limited time, you were sharing opinions with your peers, people that actually owned these toys and used them on a daily basis.

As a result, the absolute best resources available on the Internet for lots of products are forum-based communities. Two incredible examples are:

www.howardforums.com (cell phones)
www.avsforum.com (home theater equipment).

If you need information about what the best Smartphone available on AT&T Wireless right now or the best 37" LCD TV for under $1000, I doubt you'll find any better place to answer your question. The problem is attempting to find the interesting information, particularly if you're not a forum regular. While the sites' moderators and users are second to none, they're hampered by outdated, feature poor software. The tools they need to interact and function as a community simply aren't available to them. Can users keep track of what products others own/use? Can they edit content as a community (not to mention integration of this collaborative content with the forum itself?) Is there an easy way to distill out all the best content around a specific topic? I could go on for a very long time...

Being a huge believer in these communities and their members, but realizing they were simply hampered by software, we set out to make things better for them. I think we've already made huge strides in the right direction and we're just getting started.

So if you're an enthusiast/hobbyist in the Green Home products space, a Gymnast or into Mobile phones, check out our existing communities. If you're new to these products, just becoming interested, or looking to make an informed decision, I'm sure our users will welcome the chance to help you. And if you have a Huddle that you think would be a killer, leave a comment.

Also, if you have questions or feedback for me send me a PM on Huddler or comment.

The Birth of Mobile

Since Huddler's inception, there has been quite a bit of talk about the breadth of great interests and niches for future Huddles.  Since we began with Green Home and Gymnastics, we have had requests for digital photography, rock climbing, cycling, home theater, new parents, and more.  As of this week, the soft launch of the newest Huddle has begun. 

Huddler's Mobile Community is dedicated to cell phones, PDAs, service providers, accessories, mobile applications, and more.  So now if you're one of those folks who simply cannot get along without their cell phone, if you are so pumped for the iPhone 3G that you're willing to get in line at 3 a.m., or even if you're not quite sure how to access T9 spelling for your text messages, we've got a place for you.  Come find out which devices are the latest and greatest, how to get the most (for the least) from your carrier, or which cell phone games are the most fun when you're sitting in a waiting room.  Meet other mobile enthusiasts, ask them your questions, and share your experiences. 

Changes to the Huddles

Over the last few weeks, there have been quite a few changes to the Huddles.  Here's a quick and dirty breakdown of what's new and improved.  We'd love to get your feedback on what we've done and what you'd like to see.

1. New home page - Now featured on the home page of each Huddle, you can see a few of the top Huddlers, a recent news item, featured debates and wikis, as well as some of the top products in each community. 
   
2. Live feed now available - On the home page (toward the lower right hand corner above the footer), check out the live RSS feed.  This will allow you to keep up on all the excitement around the Huddle as it's happening.
   
3. New product addition wizard - Our brilliant engineers have come up with a way for you to easily add a new product to the Huddler database.  Streamlined in the process, you can customize the display name, description, add an image, add links/specs/model numbers, and more.
4. Multi-Huddle displays - Now that we have three Huddles, on each user page, you'll be able to see which Huddles that user belongs to.  So you can follow them not only on Green Home, but you can also see what cell phone they recommend or perhaps learn who their favorite gymnast is!
5. Touch ups to product and user pages - If you've been around the Huddles for a while, you'll notice some new design, particularly on the product and user pages.  The intent was to make the pages a bit cleaner and highlight the stuff you care about.
6. Images matched with search results - Now when you use the search tool, there are images and icons that come up next to each search result (i.e. when you search for the Tesla Roadster,  next to the result for the 2008 Tesla Roadster product page, there is a little thumbnail of the car - and next to the result for the "I saw a Tesla Roadster on the road" thread there's a sweet little icon of speech bubbles...see below).  You can also search all the images in the Huddles now.
7. New "Invite Your Friends" - You may have glanced at the "Invite Your Friends" button at the top right corner of the page.  But  now it's even easier for you to do.  You can import your entire email contact list (don't worry, we don't save any of your personal information at all) and select who you'd like to invite.  It's a great option for those of us with slightly less than perfect recall of email addresses.
8. New "Find Your Friends" - Similar to the Invite Your Friends tool, the Find Your Friends tool allows you to see which of your friends have already registered on Huddler by easily comparing our database to your email address book.
   
9. "Other threads" viewer in forums - So you may have noticed that in the forums, our "Other threads" viewer along the left hand side was recently given a make over - it followed you as you scrolled down the page.  Well...now you have the option to resize that viewer (just drag the bottom of it down or up).  And if you're not such a fan of having the viewer move as you scroll the page, you can click the "Don't follow me" button and it will stay in the same place.
   
10. Spell check and formatting - Now you can check your spelling in forum posts, wikis, and reviews.  Also, in reviews, along with spell check, you now have the option of making some words in bold, italics, or turning them into links.

Huddler moves to the big city

Humble Huddler Roots   
As you may know, Huddler.com was just an idea when our founders, Dan and Ted Gill, got in a car and drove to California from Virginia.  But after getting to the start-up promise land (aka Silicon Valley), they set up shop in Redwood City.  Our first office wasn't the glamorous 12th floor palace you might imagine as you poke around our first Huddles.  The most palatial element of the office was that it was on Nottingham Avenue.  In true start-up style, we were in the home office - that's right.  It was Dan and Ted's house.

But put your mind at ease.  We were not working in the garage.  We were in the living room. Our employee break room was the half of the living room with the couch, the video games, and the TV (but it was an enormous TV).  The conference room was the dining room.  Private phone calls were typically taken in the laundry room.  

We lovingly referred to the house as the Hanky House (it will never shake that name off) as we had the Hanky Panky Gentlemen's Club and an adult superstore as our neighbors.  The Hanky House treated us well - there was an avocado tree, a lemon tree, even a mandarin orange tree!  But finally the big day came.  We were moving up to San Francisco. 


The Big Move   
On our last day on Nottingham, we wrapped up work at about 5 p.m. and spent 2 hours packing everything up.  We broke down the desks, unplugged all the computers, and started moving things up northwards.

The new Huddler home is in the SOMA district of San Francisco.  A little over a month in, we're settling in nicely (although the enormous TV is gone now).  We've got a couch (courtesy of Craigslist), a refrigerator (also courtesy of Craigslist), a kitchenette, and of course the requisite desks and computers.  Next to our building, there's a donut shop and down the street we've got Whole Foods.  And just so we don't forget where we came from, there's an adult superstore a few blocks away.  What more could we ask for?