Startups without name nor face

I always find it surprising:

You sign up for a beta invite. Time passes. One day, you get an email after all stating the app, project whatever is now live. You sign up, you log in, and then, when you try to see who’s behind all this — nothing. No names. No pictures. No (real) address. No background info whatsoever about the founders or the team or the management or the backers or the first customers or their mother or their cat. Nothing. Nada. Zilch.

Sorry, but what do you think this is? Hide and seek?

I’d have to go back and look through all my beta invites to confirm this, but off the top of my hat I’d argue that the sites that get it (i.e. are social, community-oriented, and web 2.0 in the best meaning of the word etc.) don’t usually have this problem. Only the crappy, convoluted, un-pretty, also-ran, wannabe sites tend to lean towards keeping the most basic information forever secret.

Anyway, if you’re a startup, and your main concern is to hide from your early adopters who they are dealing with — you’re probably on the wrong track.

5 Responses to “Startups without name nor face”

  1. Tobias E. Lampe Says:

    Thanks for the hint - we are definitely going to consider it! From a founder’s perspective, I think the lack of information is generally the consequence of too much fear of failure. But you are right, keeping back all information is a mistake.

  2. Tim Says:

    You guys already have a blog, some pictures, are covering the story of your startup, and are joining the conversation via comments on other blogs. That’s already a lot more than the companies I was referring to are doing.

    I’d say you’re definitely on the right track. Good luck! ;-)

  3. SKMurphy » Startups Should Sign Their Work Says:

    [...] A great post by Tim Bonneman on “Startups Without Face Nor Name” I always find it surprising: [...]

  4. Planblog » Blog Archive » Beta invites (don’t bother) Says:

    [...] Another thing about the occasional startup: [...]

  5. Video Says:

    Thanks for the hint - we are definitely going to consider it! From a founder’s perspective, I think the lack of information is generally the consequence of too much fear of failure.