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Startup Review 2: Umbrella Today?
Slogan - "It's like the totally the simplest weather report ever, Julie."
Their Description - The Umbrella Today application is the simplest weather report a person could possibly want. We were frustrated with the constant information overload provided by web and television-based weather reporting services, so we attempted to build a service that answered the one question anyone really cares about - "do I need to bring an umbrella?" The Umbrella Today application was conceived, designed, developed and continues to be maintained entirely by thoughtbot.
Why It Has A Chance - This application really serves its purpose, and does so with the utmost simplicity that everyone will understand it. The idea behind simplicity in application and product is just that, it's easily implemented and adopted by people. It takes all of three steps: 1. enter your location by name or zip code; 2. go to the email you told them to send updates to; 3. copy the phrase and put it into page that they link you to; DONE. I surmise for the iPhone app, it is even simpler (I have a BB, so I wouldn't know. Of course the iPhone app has one drawback, it's $.99 (ouch!).
As a testament to this product simplicity, I decided to post it on my Facebook, which generates some good user feedback from my closer friends. After only a couple minutes, I was getting notifications on how this application was so easy and how everyone that went to the page had subscribed to the service - I mean, if all it takes to get weather notifications is typing in 5 letters (your zip code), then why wouldn't you want to get notified about impending rain - no one wants to get stuck away from home, in the rain, without an umbrella, am I right? What this site does, it does well - weeding out the main function of weather reports and implementing it into an aesthetically pleasing site with overly simple subscription services. It really redefines the idea of simplicity. Not only does it show it through the Web 2.0 design, but it represents it through application as well.
Secondly, this app is smart in implementing their main service through e-mail subscription. In doing this, they save the trouble of having to work on cross-platform functionality and getting developers for Blackberry, Android, and iPhone (which would cost a buttload). We all know that money is tight, and they let us know when we try to subscribe via text message, telling us that "Sending SMS messages to phones is expensive. Like really expensive. Because of this we use a free method that is unfortunately plagued with delays. Umbrella Today alerts sent via SMS will almost always be delayed by as many as 12 hours." In any case, it fits the bill of successful startup ideas today - easy of use, nice look and feel, and seamless compatibility across all mobile platforms.
Drawbacks - However, in this case, this application's strength is also its weakness. Sure, we all want to know when it is going to rain outside, but what if there is going to be terrible winds or some other kind of "weather phenomenon." I think I'd like to know about those other variables before I encounter it with no preparation before hand. I know they would probably say this service is tailored to the one thing that we could really prepare for, the rain, but I think there are other details about the weather that we would all benefit from. I see this service as something that would replace our need to constantly check the weather reports on Weather.com or Accuweather, or some other source. It would eliminate the need to check applications or websites by providing us with subscription based information that only sends us a notification when we need it - so wouldn't that mean it needs to fill that void of information that these other services are providing? On a day to day basis, I just check the hour-by-hour forecast, so I can see whether or not I will be outside in the rain or what kind of elements I will be encountering, this app should do the same. I'm not asking for a huge report of sorts, but something more than the likes of "You should take your Umbrella Today. p.s. Umbrella Today has an iPhone app! visit http://umbrellatoday.com for more info..."
Future Prospects - As mentioned, I would see a benefit in having a more comprehensive report. In doing this, they would only need to include the major details of the day (temperature included), also including key parts of the day in which the rain trend would change. For example, if at 3pm it was expected to rain, they may write in the message that it would start raining at 3pm and end around 6pm (something along those lines). This way, this service would ensure an overview of the weather forecast and really eliminate the need to go onto applications like Weatherbug or visit Weather.com. However, I think they're launch page is perfect and simple and should not change at all.
Final Thoughts - Every aspiring startup could learn a thing or two from Umbrella Today and the idea of simplicity in design. Umbrella Today does it so flawlessly and is able to include this practice both in their website design and in practice (the function of their application). If more companies would take heed of this need for simplicity in the world, then I think they would be successful. One thing to note is that I think ThoughtBots (the creator) needs to find some kind of medium of advertisement. As it is, it's not publicized in any of the circles I am in, and I am constantly scouring the internet and my regular RSS feeds for cool startups.
Grade (Concept/Beta) - A (Concept), B+ (Beta)
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