Company Name: Viewpoints Network
Executive Name:
Matt Moog
Web Site: http://www.viewpoints.com

Illinois Technology Association: In 10 words or less, what problem does Viewpoints solve for your clients?
Matt Moog: Viewpoints companies engage with their customers using social technology.

ITA: What motivated you to join (or start-up) Viewpoints? What is the origin of the name?
MM: The social web and search are two macro trends that are driving how people use the Internet to make decisions.  They use search to find the exact information they are looking for and they rely on the advice of people like them to help them make informed decisions.  By providing a social platform for reviews, blogs, discussion forums, answers all organized around product catalogs and business directories Viewpoints is able to fulfill its mission of helping consumers make smarter decisions.

ITA: How does Viewpoints differentiate from its competitors?
MM: The Viewpoints Technology Platform powers both Viewpoints.com and other private label communities for our customers. We compete both in the consumer internet space against other review sites such as Yelp, TripAdvisor, CNet and Consumer Reports.   In the consumer market we have a more social platform that also covers the broadest range of categories.  In our business to business service, we are the only provider who combines reviews with a social/community platform and a very strong search engine optimization toolset.  We compete with companies such as BazaarVoice, PowerReviews, Pluck and Lithium.

ITA: What type of clients/advertisers provide Viewpoints prime source of income?
MM: For our consumer business we sell advertising to leading brands such as Proctor & Gamble, Whirlpool, Kraft, SC Johnson, Nintendo and many others.  For our new licensing business we count among our customers Sears, Kmart, Craftsman and other leading retailers and brands.

ITA: How has your business sector evolved over the last five years?
MM: Viewpoints is three years old.  In the last 18 months we have launched our licensing business.  The consumer media business has remained a growing and important part of our business since the beginning.

ITA: What type (either product or style) of reviews get the most hits, are you finding?
MM: Products that are easy to write about or people are most passionate about get the most reviews. (i.e movies, pets, consumer products etc)  Those products where there is a void of good reliable reviews elsewhere tend to get the most traffic. For example Home Appliances, car seats and mattresses are three good examples.

ITA: What are the biggest challenges you face as an Illinois-based company?
MM: We love Chicago and Illinois.  Great people. Affordable Living.  Easy to get to other major metro areas with no connections. 

ITA: How does having an Midwestern location help you in the industry as a whole?
MM: We have been able to attract top flight talent.

ITA: What is your main demographic and how do you best serve them on Viewpoints?
MM: Female home owners are the largest segment of Viewpoints users.

ITA: What trends do you see heading into 2010 that are relevant to the  industry and your company?
MM: Continued growth of the social web, mobile and video.  Increasing reliance on the Internet for pre-purchase research of all products and services by smarter and more savvy shoppers.