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Innovation + Job News

Itizen expects growth by bringing hobbyists together

The Web fosters the organic growth of small communities--quilters, for example, can swap insights in the forums of online quilting sites--but local startup Itizen brings these discussions to a whole new level.
 
With its new mobile app, currently in beta testing, users will be able to join groups that are focused on popular hobbies like bicycling, gardening, home decor, guitar playing, and others. Instead of scrolling through forums, users can interact more directly, creating an intimate community of like-minded hobbyists.
 
The company, helmed by Dori Graff and Mary Fallon, has been around for almost two years, and had a previous incarnation with a different mission. When it launched, the co-founders envisioned using QR codes to track the "lives" of physical objects.
 
"We were interested in storytelling, and learning about the life of an object as it changed hands," says Graff. "We got great press, but we just weren't getting the traction we needed for it to be a viable business model." The QR codes proved too cumbersome for users, who had to put tags on their objects, then scan the codes and enter content.
 
After ditching the QR codes, the co-founders looked more closely at their user base and found they were mainly hobbyists and enthusiasts. That realization led to the creation of a platform where they could connect with others who have similar interests. Most notably, users can share insights across a number of categories. So, a gardener who loves to cook can comment on both hobby areas.
 
"There are a lot of people doing forums and online groups, but they're on platforms that aren't built for that level of sharing," says Graff. "We started with mobile because we want them to be able to connect when they're out doing what they love. This is a touch point for people, a way of interacting in a new way."
 
Source: Dori Graff, Itizen
Writer: Elizabeth Millard
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