Tag Archives: Croydon

3, 2, 1… D’oh

StreetPin at the Whitgift Centre The startup world is a roller-coaster ride of highs and lows – elation and frustration often go hand-in-hand as the precious hours of the day tick by. Here at StreetPin, we’re no strangers to ‘nearly there’ and the occasional ‘D’oh’ but we fully intend to keep getting out there, meeting our potential future customers and fine tuning the service to ensure that when we are given a clean bill of health, the demonstrations can progress in earnest.

Bugs: 2, StreetPin: 1

We’ve had a couple of Croydon events recently, where we don the StreetPin colours and meet/present to the people of Croydon in various guises. The first of which was the Tech City Roadshow (@TCRoadshow), where we set up shop next to 9 other startups in the Whitgift Centre for a show-and-tell of technology and creativity. As I set up my banner, splayed my leaflets, readied the lap top and the iPad, I caught my breath and looked at my neighbouring stands. My static banner was looking pretty flimsy next to a 10ft wide, interactive movie wall featuring Will Smith and the 3D scanning machine knocking out realistic plaster casts of the fascinated shoppers. Mental note to self: Go Big or Go Home. It was far from a competitive arena however, and was a pleasure sharing the startled shoppers with such fine startups and small businesses. The issues came when the updates and fixes (which were receiving band aids as I set up the stall), started to come away at the seams. I am a huge advocate of testing, testing, testing, but also in the startup world there has to be an element of ‘fly by the seat of your pants’ in order not to miss an opportunity. We were also somewhat scuppered at the Croydon Heritage Festival, with our presentation in Matthew’s Yard. You may remember an evening when Germany were playing a game of football or something and we were treated to some absolutely sheet rain from about 5pm. This, together with other talks in the grand Fairfield halls and alike meant I was very grateful not to be spending time catching up with my shadow. Those of you who made it down are real superstars, thank you! I like to think of the event as ‘cosy’.

Tomorrow’s a new day

We’re nearly there now and the beta demos will be coming out thick and fast as of next week – fingers crossed, with a good wind. If you would like to check out the before and after, you can see the Croydon Tech City demo, which will get a bit of TLC in the responsive areas (so to speak). As ever, if you have any thoughts or feedback please get in touch

Croydon – the most connected town in the UK

Croydon - the UK's most connected town

 

StreetPin’s immediate plans include a beta launch, where we will be testing the concept with some willing (and fantastic) Croydon guinea pigs in June ’14. In tandem, we’ll be launching our Crowd Funding site to invite investment for our launch build and campaign – ‘Croydon, the most connected town in the UK’.

During our proof of concept trials, we initiated the UKs most connected village’ in Green Street Green, Orpington.  This was supported by Jo Johnson MP and we now aim to scale up to the ‘UK’s most connected town’ in Croydon.

We will be producing a blue print for town roll outs across the UK. This will include community training, awareness, local apprentices and jobs and will actively involve Business Improvement Districts (BIDs) and town initiatives nationwide.

Tim Buick, CEO, gave a presentation about the digital High Street at Croydon Tech City in October ’13 – see Jonny Rose interviewing Tim. Since then we have met some really great supporters, including Croydon Council, Croydon Tech City, Croydon Chamber of Commerce, All about Croydon, Lives not Knives etc. Croydon, London’s biggest borough, is a diverse and sometimes troubled land, but one with absolutely huge potential. We are aiming to prove how StreetPin can break down barriers between communities and help address the negative perception that Croydon is struggling to shrug off. We feel a real affinity to Croydon’s businesses and communities, and Tim is a regular fixture at networking and neighbourhood events.

Our goals:

  • Provide a network of instant, interactive, digital pin boards for retailers, churches, schools, events, markets… and make them accessible on mobile, web, tablets and apps
  • Help Croydon’s local businesses to promote themselves to those here & now
  • Combat ‘the Amazon effect’ where home shopping has contributed to 14% vacancy rates in high streets
  • Point-and-click deal creation – bringing mobile marketing to the masses
  • Make it simple and affordable for everyone to benefit from digital solutions, by utilising StreetPin to drive offline sales, in Croydon’s streets
  • Break down barriers and encourage interaction between communities in Croydon
  • Aggregate data and other business content to produce relevant, local hubs – this could include your latest news and messaging
  • To create jobs in Croydon

How can you help us?

Firstly, why not sign up for our beta? Your feedback is invaluable!

Have a business/organisation in Croydon? Your support will go a long way in helping us to generate credibility and engagement with the various communities in Croydon – it’s always tough for a startup to get their foot in the door

  • Can you offer introductions to the diverse and amazing communities in Croydon – leisure, sports, retail, hospitality, markets, residential, offices etc – everyone that makes Croydon?
  • Are you able to blog/Tweet about StreetPin during our fund raising and launch stages?
  • We’d love to give interviews to share our goals with your community

How can we help you?

In return for your invaluable, initial support at launch we are able to offer you:

  • Limitless, FREE pin boards for your Croydon community or business for year 1 and subsequent discounts
  • On-going support to create and maintain your pin board(s)
  • Promotion of your brand and community through StreetPin and associated press
  • A network of contacts right on your doorstep
  • A more approachable and interactive neighbourhood around you
  • Ability to message and advertise specific communities in your area

Come and meet us:

We are planning our beta (trial) launch at Tech City Roadshow in Croydon’s Whitgift centre on the 29th May

We’ll also be talking at the Croydon Heritage Festival on the 30th June at Matthew’s Yard

 

The digital High Street

Croydon's digital High Street

This article was written for the Croydon Citizen in October 2013

It’s no secret; high streets around the country are being squeezed by online sites and superstores delivering shopping to the door, making it simple and affordable to order from your armchair. This ‘Amazon effect’ has dramatically impacted the state of the high street, with 14% vacancy rates and an influx of pound shops and charity shops. Once started, this is a vicious circle that is very hard to reverse – retailers are replaced by short-term, reduced-rent occupants such as charity shops, which make the high street less and less attractive to customers, meaning less footfall, and further closures. Indeed, the bulk of our investigation has centred around Orpington High Street, which has been mocked by many, including a Honda advert and recently the Mail, in an article called ‘Charity Shop High Street’.

It’s not anyone’s fault, and ‘digital’ has descended upon us all with stealth and vigour in a matter of a few years. The fact is that many retailers and small businesses were taken by surprise and whilst busy with stock takes, shop windows and good old fashioned customer service, their footfall was steadily declining. It’s a huge ask for a ‘butcher of thirty years’, for example, to suddenly embark on online advertising and social media, particularly using these new fangled mobile type things. The fact is that the ‘common household’ will often be pressed for both cash and time, and so will tend to favour a single superstore, or get things delivered to their home, whilst catching up on Downton Abbey. Where does that leave Mr Butcher, with his fantastic advice for how to cook the perfect steak and his end-of-day clearance of a few pork chops? Could he sell these to the busy commuter passing by on their way home? Probably, but how would they ever know that these few pork chops are going for a song?

They may have 300 followers, or a selection of likes for the image of a cat eating a cake, but are these people popping in to the store and making a purchase?

On our year-long journey around high streets and small businesses, we’ve also encountered a resistance to social media and plain blank looks when the subject is raised. Then there are the have-a-go retailers with their Twitter and Facebook accounts which proudly give them a window to the online world, but very rarely do they provide return on investment of either time or money. They may have 300 followers, or a selection of likes for the image of a cat eating a cake, but are these people popping in to the store and making a purchase? This approach works well for big brands and national chains – relate to the enticing melted cheese on a sumptuous burger, and you’re probably minutes away from your heart’s desire, wherever you are. Local businesses like the restaurantsbeauty parlours, andconvenience stores that we’ve seen so far on Kake’s London Road series are reliant on bringing in those people already on their doorstep – something that has been notoriously difficult to do, even for the likes of Mr Zuckerberg.

On our travels, we have witnessed an ever-increasing gulf in local marketing activity, designed to combat the reducing footfall. On one hand there are leaflets, posters, directories and circulars, and on the other there are pay-per-click and deal aggregators. Few of these options, however, effectively engages the potential customer here and now, and none give the freedom to actually advertise a deal for a local Croydon Zumba class as no-one has booked today, or the five plates of salmon at one of Croydon’s fine drinking establishments that is going out of date tomorrow.

The Croydon High Street retailer will know where their ideal customer is, but currently has limited ways to build up a rapport and start a dialogue with them

One more gripe/observation if I may? The current options for social media, local deals, community building etc, usually focus on a one-size-fits-all, and advertising is offered by location or if you are tech savvy, by interest and profile. We believe that ‘local knows local’ – the Croydon High Street retailer will know where their ideal customer is, but currently has limited ways to build up a rapport and start a dialogue with them. As an example, the sports shop in the high street knows that the optimum audience is the running club that meets on the nearby field. Short of standing by the lamppost on Tuesday nights handing out leaflets, there aren’t many options, until now…