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Business Failure : Igottaguide.com ( Igg )

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Business Failure: IGottaGuide.com Ever since the boom of the Internet there has been a remarkable amount of business that has popped up just as fast as they have disappeared. The story of a small technology company, called as IGottaGuide.com (IGG), is similar to that of many new startup technology companies. From its launch in April 2011 to its fall less then 2 years later, IGottaGuide.com is the perfect example of how a good idea can fail when execution and planning are done poorly. Cofounders Keith Petri and Michael Griffiths created IGottaGuide.com in 2011. Petri states in his blog, KeithPetri.com, that IGG that was his first scalable technology start up company. Prior to working with Mr. Griffiths, both gentlemen had extensive experience in the service – based businesses. The idea for IGG came about one Petri and Griffiths were discussing the tourism industry. They saw the industry as being fragmented and hard to navigate with the massive amount of information and options available to the public. Both cofounders felt that the best way to experience a new city was to feel like a local. They wanted their users to have access and knowledge about all the cities they were traveling to. The idea was simple enough but finding local experts willing to share their knowledge, insight and time proved to be a more daunting task. As time had passed the cofounders were able to design, develop and launch a beta site within just two months. Keith Petri goes on in his

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