Wise Words with Dave Elchoness

In 2008, Dave Elchoness launched Tagwhat as an augmented reality social network. Disappointed with results, the company has redesigned and relaunched, embarking on an ambitious digital storytelling project.

Dave Elchoness spent the early part of his career practising law before moving into IT roles. In 2008 he took his expertise, and a passion for digital storytelling, and launched Colorado-based Tagwhat.

Originally an augmented reality social network, Tagwhat has changed dramatically since its initial launch. Still focused on augmented reality storytelling, Tagwhat’s “Great Stories at Places” app now aims to let users experience hidden stories everywhere they go. The company’s team of journalists and filmmakers have amassed thousands of original and curated stories told in words, images, video and audio, and these are organized into channels focusing on topics such as music, food, nature and art.

1. Where did the idea for Tagwhat come from?

We spent a lot of time watching other mobile products that use location and felt that they missed something important. We love stories and fundamentally believe that people are curious about their surroundings. So we set out to build an app that delivers multimedia at places in a way that enriches the user and the place. Walk by a place and get a great story that relates to it. That’s what we’re about.

2. Tagwhat has changed drastically since it was first launched. Can you tell us why, and describe challenges created by this decision?

The first Tagwhat was an open location-based social network that displayed in the mobile as augmented reality. You could tap on a map and leave a ‘tag’ anywhere in the world for people there to interact with. The problem was that the content didn’t develop as we had hoped. Instead of rich material at places, we’d get “my mom lives here.” So we stepped back and designed the new Tagwhat. We hired journalists and film makers and partnered with the Associated Press and the National Trust for Historic Preservation to seed the product with great stories in a variety of channels to model what we are looking for. Next, we are launching a publishing platform so that individuals, brands, and organizations worldwide can tell their multimedia stories at places. It’s always challenging to re-evaluate what you’ve done and make significant changes, but in this business it’s what you need to do and ultimately it’s all for the better.

3. Can you describe a typical working day?

My three sons wake me up very, very early. I compulsively check email and Twitter and then head to the gym and the office. My co-founders and I discuss progress on development and content creation. Then, I set up with email, Twitter, Google+, look at our stats from the day before, and connect with people to tell them about Tagwhat. I see my role primarily as an evangelist. I love the product and I think that my passion comes through. I get home to have dinner with the kids most nights and then get back on-line after they’re in bed.

4. How do you unwind or relax when you’re not working on Tagwhat?

I go to the gym regularly. I spend as much time with my kids as I can playing cars, trains, baseball, soccer, whatever they have in mind at the moment. We’re big Lightning McQueen fans.

5. What’s the secret ingredient to success as an entrepreneur?

We have a long way to go before we’ve reached our goals at Tagwhat. However, what I’ve found is that you need to surround yourself with people who are a lot smarter than you are and from diverse backgrounds. I also think you have to hear advice but not necessarily take it. You need to own your mission and decisions. 

6. What drove you crazy when building your business?

Building anything in life is a journey. Very rarely does anything happen overnight. We’re used to immediate satisfaction nowadays, but that’s not reality. It takes hard work and believing in yourself and your team.

7. What motivates you to keep going?

I love the product, the vision, my team, and I firmly believe that what we’re building is the future of media.

8. If you were to start again, what would you do differently?

When I got out of law school, I would have specialized in corporate law rather than employment law.

9. Where do you see your business in five years, and how will you get there?

Tagwhat will be synonymous with media at places. Like TV at home, or YouTube for on-line video, I’d love for people to turn on Tagwhat automatically for the ambient content around them. We get there by refining a fantastic product and executing every day.

10. If you weren’t working on Tagwhat, what would you be doing?

Watching Housewives reality shows on Bravo.

11. Tell Springwise a secret…

I love donuts. Boston Cream is among my favorites. Note the word “among.”

12. Any final words for aspiring entrepreneurs?

Keep up the good work. Let me know if we can help.

You can read more about Tagwhat in our article here, or visit the Tagwhat website here.