The Future Of ThisNext

A few weeks ago, I created a list entitled ‘My Bag & My Stuff‘ over at ThisNext.com. ThisNext is “a shopcasting network where you can discover, recommend and share things you love“.

Although I really liked the concept at first, I have my doubts about the level of addictiveness that this site can create for its users. In the first week I checked back often, but in the second and third week my interest level decreased. Now, I see no reason for visiting at all. The lack of interaction is the main problem I experience.

The new ShopCast feature is nice, but it still needs some work. For one, the script used messes up my (default WordPress) sidebar template. Which means a huge potential of bloggers is excluded from using it.

I’m hesitant to invest time in making a lot of cool pages, since the question remains (as with many other Web 2.0 start ups): how will ThisNext make money? And thus, for how long will they (and my content) survive?

UPDATE 10-9, 4 pm: one thing you can’t accuse the folks at ThisNext of is lack of interest. Prior to this posting I had been contacted by the Community Director of ThisNext, to discuss some items on my shopping list and ask about my personal experiences with their service. And although I appreciate these kind of gestures very much (and responded with a load of feedback), it did not change my mind about the service itself. Of course it’s clear that they will not be able to offer this kind of attention to every customer in the long run, but at least I -as a customer / user- am being listened to.

This morning I was contacted again by both the Community Director and the CEO of ThisNext, Gordon Gould. The Community Director told me that I would be contacted by one of their developers to discuss the issue with the mentioned ShopCast feature. The CEO, Gordon Gould, writes:

I am very interested in learning more about what made you initially excited about ThisNext and why your interest waned over time. [...] As for business models, and our viability, I am happy to discuss both w/you. In brief, we believe there is near-term opportunity in the affiliate marketing/lead-gen space but see the longer term opportunity in enabling alpha users to connect directly w/the brands/products they love. We are venture-backed by top-tier VC’s and have a killer team and good momentum so you need not fear your content might one day suddenly disappear.

Well, you know, if the suits get involved, you have to prepare a decent response. That will be up next. One thing fascinates me though. The CEO of this much talked-of Web 2.0 start up (who must be a very busy guy) sending a lengthy email to ‘some guy’ from The Netherlands who just started a new blog. Is this excellent customer focus or a sign that they are not able to set priorities over at ThisNext? I’m a total cynic, I know, but I really want to believe that it’s the first (and my guess is, that it is).

UPDATE 10-9, 8 pm:
My reply:

From: Ivar Zantinge
Date: Oct 9, 2006 7:24 PM
Subject: Re: ThisNext
To: A—– W—– ; Gordon Gould

Hi A. & Gordon

Thanks for your mail. Much appreciated. Still somewhat flabbergasted that you guys show so much interest in the opnion of ‘some guy’ in The Netherlands.

@A.: I’m sure a newsletter will help, since it will for sure improve the level of interaction and addictiveness. If you do this right, it can work as a great ‘reminder’, but there needs to be something compelling over at ThisNext which will back your newsletter.

For me personally ThisNext currently is currently (JUST) a nice list of things I would like to buy at some point in my life. What I miss is a more serious level of interaction with other users, other than the ‘smart, funny, useful’ buttons (which only leave an anonymous review based on only three options). What I miss are multiple reasons to come back to your site at least a few times a day (addictiveness).

I’m not sure I would use the ShopCast functionality to my blog at this point in time (even if it would work on my blog), because I’m not really sure it has any added value to me.

@Gordon: the reason I came back often the first weeks, was because I was curious what kind of interaction my newly created page would offer me. That turned out to be very limited and so my interest level dropped. The other features that could improve addictiveness, just didn’t stand out.

I’m quite sure you guys have a great business plan and solid finances. Of course the long term opportunities for making money with a service focused on shopping and products are quite tangible. But -as you also mention in your email- you need to build a community first before they can make you money. But now I’m mixing my user experience with my marketing background and I’m quite sure you guys have all the talent available to draw these kind of conclusions.

Hope this helps. I wish you guys all the best.

Rgds, Ivar