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What is Guud?

Guud inspires us to live better lives by making better choices about what we buy and whom we buy it from. We’re a shopping site for women that re-organizes shopping around personal needs and values. We are taking advantage of the influx of relevant, emerging information on products and our desire to live better lives to create a single credible source of information and curated shopping service to make it easy to discover, find and buy good products. Consumers that feel informed and good about their choices will create a virtuous cycle that will transform the market for better products worldwide.

What’s your traction been like thus far?

Guud is currently in private beta and our mobile app just went live in the iTunes app store. Guud has sourced and aggregated good attributes on thousands of products (and growing) that cover the major shopping categories: kids/toys, food, health and wellness, beauty, home and places. Guud defines good pretty broadly and includes everything from gluten-free, organic, natural, locally made, locally sourced, sustainable, toxin-free, eco-friendly, made in the USA, charitable and GMO-free, among others. Our users will determine what is good through their recommendations, validations and purchases. The response by the Guud community has been overwhelmingly positive. The best quote we received was from Swanky Mom, “Guud is hip. It’s THE online source for finding the best of the best and the tried and true with information from smart, resourceful folks. It’s like pouring Pinterest through a sieve and the Guud stuff remains.”

What do you know now that you wish you would have known when you started Guud?

My greatest surprise is how many people are willing to help out, especially if they believe in what you are doing. I have been the founder of two startups and the difference with this one is that Guud has a soul and purpose. It is easier to understand and rally around inspiring consumers, making lives better, and having an impact on the world. The Seattle entrepreneurial community is an amazing, supportive and diverse group of people.

What’s a hypothesis that you’ve had that has failed? And how did you respond?

Having come from the commerce space we thought it would be fairly easy to integrate new attributes into existing product data. What we found is that while there is a proliferation of new data, most of it is outdated, inconsistent, not normalized, missing key components and not easily understood by consumers. The work we are doing to enhance existing product descriptions will have value to anyone currently working with product data. We also know that having static data sets these days is not valuable. Data is only good when it is constantly refreshed. As a result, we decided to open the platform to our experts and users who know the most about a product to feed in fresh data and validate existing data. Providing both curated and user-generated content gives us the most up-to-date, comprehensive and trusted database that allows products to be discovered and evaluated in several meaningful ways.

What’s your favorite startup in Seattle? (Besides your own!)

I have two: Offerup and Porch. They are both unique marketplaces that connect buyers and sellers in new ways. I believe both will do very well.

What’s your favorite thing about being a startup in Seattle?

Aside from the fact that I was born and raised here (with a short stint in Lewiston, ID) and I think the University of Washington provides us with the best talent in the world (go Huskies!), I think Seattle is a city that has soul and purpose. I believe, in general, we all want to do well and also do good. For those companies that believe in both, Seattle is the best place to succeed. Secondly, we are becoming the epicenter for commerce. We have amazing, successful companies such as Amazon, Expedia, Costco, Nordstrom, Zulily, Starbucks, among others. As a commerce business, I value having these great companies so close to mine.

What’s your favorite thing about being an entrepreneur?

It’s my vision coming true. I was looking for a way to make an impact in the world and this combines my background in data and commerce with my desire to do social good. Every day I create my legacy I want to leave my kids and the world.

What does the success look like for Guud?

We are the one place where people go to find products they believe are better for them. We strive to be the company that changes people’s purchasing decisions to the point it shifts market share to better products. More demand for good products = more good products that will be made.

What’s your favorite local sports team?

Crossfire Premier FC!! I love watching my three kids play some amazing soccer!

If your company were an animal, what would it be and why?
We are Bulls. We are like a bull in a china shop. We are breaking down conventional wisdom that shoppers only care about price and performance by integrating new information to help shoppers make better decisions about what to buy based on what they care about the most. The personal connections we are building between brands and consumers will create a new type of brand loyalty that will make a lasting positive impact on the market for products worldwide.

If you were to take Guud on a date, where would it want to go?

To a hosted dinner at a restaurant that sources local, organic sustainable food and meet the local providers of the best shellfish, meat and vegetables that are available in any area. One of my favorite dinner venues is the Vude – get up close and personal with local chefs, winemakers and distillers. Events like these make me feel informed, good and healthy all at once while enjoying friends and others who share my values and interests. Who wouldn’t feel guud about that?

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