Matt Strayer and his business partner, Aj Mihalic, had a vision: To be able to streamline all of their social network accounts into one place. The two were running a website and graphic design firm while in college, but they were burnt out and looking for something different.
During a bike ride through the Metroparks in 2012, that vision started to come into focus. “I said, ‘Why do I have to have to go to all these different sites to see my posts,’” he recalls. “Why can’t I just go to one site? And Aj said, ‘Let’s do it.’”
Thanks to that bike ride, the first concept of Widdle took shape. The first version, called Nest, was simply an app that amassed all social networking sites in one place. Two years later, and after going through the
LaunchHouse accelerator program, Strayer and Mihalic are preparing to launch
Widdle in March.
The current version not only groups sites like Facebook and Twitter into one place, the app also pares down user content to the most relevant posts. “You can 'widdle' down the posts that don’t matter without removing or unfriending your contacts,” explains Strayer. “It’s like the Pandora Radio of social networking.”
Strayer says most of the past year and a half has been spent assembling the right management team. In addition to himself and Mihalic, Widdle employs Stephen Hatch and Cory Breed in development and wordsmith Meghan Norcross.
“It’s been a long time in the making but we’re finally comfortable with it,” says Strayer. “It had to be able to adapt as you change.”
Widdle users can set the app to download all their social media feeds, turn off certain sites, or select what content to show. “If you feel posts you want are being widdled, or the app is making bad decisions, you can go back and re-train the algorithm,” explains Strayer. “We put that feature in there because five years ago, I wasn’t interested in business at all. Now, it’s 90 percent of what I do.”
Strayer and his team currently are taking reservations for the app on the Widdle site.
Source: Matt Strayer
Writer: Karin Connelly