THE DREAM IN ACTION

Two years ago today my good friend Blake Samic and I set out to be the Angels of Interviewers. This meant we wanted to interview entrepreneurs who were just on the verge of doing something classic, something disruptive. We called our video blog ActionsTalk because these were the people who were just diving off the bridge of an idea into the water of a startup. They were doers, and we loved doers.

In hind site it’s really too bad that these interviews didn’t come with any equity exchange because our third interview was with now CEO of Groupon, Andrew Mason. Andrew shared his ideas for his startup ThePoint.com, which transformed from an idea to bring people together for collective action, to a company focused on bringing people together for collective purchase, Groupon.com. Both brilliant ideas but the latter turned out to be incredibly profitable.

In the interview Andrew talks a bit about how ThePoint secured their first funding and how and where the team worked. It’s always fascinating to see the origins of startups and I’m super happy for Andrews incredible successes over the last couple of years.

Also, please excuse the amateur nature of the intro. We were Gary V inspired and really excited about ActionsTalk :)

Day 1: Wheaton – St. Louis

Day 2: St. Louis, MO – Denver, CO

Day 3: Denver, CO – Salt Lake City, UT

Day 4: Salt Lake City, UT – Lake Tahoe/Truckee, CA

Day 5: Lake Tahoe/Truckee, CA – San Francisco, CA

We started  our day 2 journey bright and early Saturday morning with Denver as our goal.  As we left St. Louis, it was hot and humid even at 7:30 so we were not too sad to leave but of course I insisted that we stop at a Starbucks for something to eat.  Since Ryan’s best hours are not before 9 a.m., I opted to drive the first leg of the route.  In case anyone is interested to know, the drive from St. Louis to Denver consists of ample farms and maybe even more “adult bookstores.”   I vowed to drive 6 hours and then switch but as we traveled through the repetitive flat lands, I found it hard to even think that I could make it more than two hours.  So of course I went back on my plan and changed the rules so that we would switch every time we needed to fill the tank.

Our first exit off the highway was outside of Topeka and it promised a McDonalds and ‘clean bathrooms’ at the gas station (I try to keep my standards attainable on roadtrips through the middle of nowhere).  As we pulled up to the gas station we didn’t even make it to see the ‘clean bathrooms’ because we got to witness Jerry Springer live while a man dirtier than most homeless people cussed out a woman with butterfly tattoos down her legs.  I was slightly scared but I continued to watch… I couldn’t resist.  After Jerry Springer Live, we opted to wait it out to grab lunch at a different stop.

Believe it or not, we stuck to the rules of switching drivers at every gas stop and kept to the plan so much so that we ended up going all the way to Boulder since we made great time.  We were really tempted to stop and see the worlds largest Prairie dog (which one small town promised to have) but since we didn’t give in to the temptation, we were able to go out to a sushi dinner downtown Boulder.  (Thanks @Micah for giving us the quick tour of the town!)

(our lovely Boulder, CO accommodations, the University Inn)

Tomorrow we will be making our way to Salt Lake City through Wyoming.  Woot! Woot!

This series of blog posts are officially co-written, by yours truly and the well known author of Mollstar.com.

We’re going to be blogging our road trip, so follow along to the excitement that is central Kansas, the delectable joy of gas station coffee & donuts, or the relief of arriving safely to Hayes Valley, SF, CA.

Here’s the game plan for the journey…

Day 1: Wheaton – St. Louis

Day 2: St. Louis, MO – Denver, CO

Day 3: Denver, CO – Salt Lake City, UT

Day 4: Salt Lake City, UT – Lake Tahoe/Truckee, CA

Day 5: Lake Tahoe/Truckee, CA – San Francisco, CA

Packing the remaining items from our apartment in Chicago, this beast stopped by to say farewell (see image left). As we were packing, I totally thought I heard a fire truck…turned out it was a tornado siren. When I asked Moll what we should do, she said, “normally we’d head to the basement, but let’s finish packing”. I was confident in my ignorance. We lived downtown Chicago for 4 years and never once have we heard a tornado siren. Isn’t it lovely that today of all days, as we pack the Pathfinder to the brim, an F1 tornado is spoted within miles of us?  We hoped this wouldn’t be an omen to the rest of this journey across the country.

The luck of the Irish returned when we saw a beautiful rainbow overhead just hours later.

As we spent our last couple of days in Wheaton with Molly’s folks, we were sad to leave the fam and our friends in Chicago, but excited for the trek west.

We started the trip to STL for our friend, Whitney’s wedding with plenty of time to spare. Moll planned ahead to make sure she had an outfit for the wedding and some how in the chaos, I only set aside a suit and dress shirt. I was without shoes, a belt or a tie so Nordstrom Rack was a must.

Although we found the Rack & I got some awesome new kicks, it somehow added about an hour to the trip. This would later come back to haunt us.

The wedding was scheduled to kick off at 6pm and at 5:00p it became apparent that we were cutting it VERY close. We realized that we were not going to be able to stop off at the hotel first and a car change was required. We chinese fire-drilled on the highway so that Moll could begin her prep & I took the wheel. She was looking great and ready to roll but as we pulled up the the church at 5:58 I was still in a t-shirt & shorts. I quickly tossed on the suit and new kicks in somebody’s front lawn and we ran into the wedding, disheveled, but ready for the party.

All turned out alright and the wedding was great. Stage 1 of our five day trip across the country was relatively smooth and when we woke up this morning at the hotel the scooter was still safely hitched to the back of my Pathfinder. Day 1 was solid. The next day would be our longest. STL – Denver & 12 very full hours of driving…

To be continued…

The image above contains some of the most interesting data a business could have on an individual. This is heat map of my foursquare checkin’s in San Francisco. It’s powerful data, and it’s only static. Here in lies the info to make assumptions & predictions about my behavior that will changes services I use and businesses I interact with drastically. As a location drivin transportation company it is data like this that will allow us to fundamentally disrupt our market.

This information did not exist even 12 months ago. The services that now collect this data with decent contextual awareness are just recently being enabled by the right devices & the right changes in user behavior. The checkin is a beautiful thing & not just for the foursquare’s and Yelp’s of the world; it’s services like ours that may stand to benefit the most. Here are a few areas that I get most excited about when contemplating how to apply this data to make your life easier and our business stronger…

Marketing

Think about how accurate user location data changes the marketing game. If presumably I checkin to 50% of the venues that I visit on a daily basis, this map does a pretty good job of showing someone where not to advertise if they’re trying to reach me. It’s clear where I spend my time, and it’s clear where I don’t. Now I know not everyone uses these social location services but when this data gets aggregated across a particular demographic or user population you get very targeted results on how to reach that customer group offline.

When applying context (which I discuss next) in these marketing channels you can almost tell what a person will be doing, where they’re doing it, and when. The advertising dollars saved are enough to get excited.

Context

The next factor of awesomeness that this particular map doesn’t yet capture is a sense of contextual awareness. How easily, with foursquare’s new categorical breakdown of venues, could you tell me where are the bars I’m going to, where are the business meetings I’m attending, where are the houses that I’m hangin’ at, etc. What is context:

• time
• activity type
• social

These contextual filters provide yet a deeper layer of understanding to the consumers behavior. Each layer of context that is added to this map the more powerful it will become. The opt-in checkin that foursquare has created is brilliant because it enable someone to feel very comfortable with sharing tons of data. Which in turn allows services to create more value for those users.

What we’re excited about is tying checkins together and realizing that certain combinations of checkin types require different types of transportation and different experiences. By understanding context around checkins we can understand how best to serve our users and be efficiently available for them, when they want us, without them having to tell us ahead of time. For example, you’re at your favorite sushi restaurant with your significant other, we think you’ll likely head to the movie theatre and we’re happy and ready to take you there :)

Logistics Optimization

With an understanding of where our users spend time, and when during the day those transitions occur, we have the ability to offer an incredibly efficient and simple service. As MG at TechCrunch said this week in a post about social location features; the check-out feature or the designation that you’re actually leaving a venue, will likely come very soon. Great! This makes it even easier for us to offer service at the exact times, in the exact locations, that users may want.

With our Uber fleet that is growing quickly, it’s quite possible that we can use information like this that is either publicly available or shared by our users for this specific purpose, to never have to wait for a cab again. With a single click we may know what type of service you would want depending on the context of the venue your checking into & out of.

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The opportunities for this type of contextually filtered data to influence location driven services like ours it unreal. I’m so excited for things like background processing in iOS4, and check-out features from our beloved check-in apps. The real time monitoring of this data is really where it’s at and the better the technology gets and the more transparent the user behaviors become, the smoother overall experience we’ll be able to offer.

So a few weeks ago Zappos sent me a couple books for free :) …

Then on the flight back from SF last week, where/when I do most of my reading, I wrapped up ‘Delivering Happiness‘ by Tony Hsieh of @Zappos. I got the books as a part of their blogger out reach campaign. As far as I know it’s worked really well. I’ve seen a ton of posts around the interwebs today…

In short the book made me really happy, seriously. It was a cool mix of personal stories from Tony’s young entrepreneurial endeavors, all the way up to the sale (or marriage as he calls it) of Zappos to Amazon for $1.2B. His accomplishments are freakin amazing… let’s do some quick math…

He started a company called LinkExchange in 1997-ish and solid it after 2.5 years for $260 million dollars. Then he joined Zappos in 2000 and sold it to Amazon for $1.2B 10 years later. This means that each year he’s with a company, over his career he’s added $100 million / year of value to those companies.

Show me another entrepreneur with that track record!

The book starts out with Tony’s first venture, a worm farm. And in his pursuits for profit he learns he must have a passion for his work in order to succeed. Then with Zappos, a truly brilliant company, he’s realized that a purpose must back that passion in order to create LONG TERM sustainability. The book details the 10-Core-Values of Zappos’ culture and provides indepth letters from employees about how that culture and the Core values have impacted their lives and experiences at Zappos.

Tony is a brilliant entrepreneur and someone I really look forward to meeting someday soon.

Thanks Tony & Zappos for the books! I’ll surely be passing them along.

Quick background on the last 10 years of my life…

At the end of high school in 2001 I wanted to stay in Southern CA and attend USC. I didn’t get in. That turned out to be the best thing that would happen to me. I headed out to the midwest to go to Miami OH & had the time of my life. I partied my ass off, learned the basics of business, and specifically Economics, but more than anything, I learned TONS about myself. I learned what I needed to do to be personally successful and feel fulfilled. Then at the very end of college I met someone “more awesomer” than anyone else, @mollstar.

Because of Moll, I decided to move back out to Chicago after a short stint at home and see if the relationship would work. It did and 5 yrs later we married, and it’s awesome. Now for the purpose of this post, the start of the next chapter.

We’re moving to San Francisco

At the end of June, Molly and I are packing up and heading west. It is a move that I always knew would come, but a huge change none the less. We couldn’t be more excited to blaze a path of our own and quite frankly pull ourselves out of a very comfortable situation in Chicago to a brand new life with new friends, jobs, and experiences. But that’s what I love so much about life, the ability to put yourself in new situations and have new experiences with new people. That’s the gold.

The toughest part for both of us will be moving away from Molly’s family who are beyond amazing. They have not become ‘in-laws’ but truly my family that will be painful to leave. The excitement of being on our own is just one side of the coin. The proximity to such an amazing support system will be tough to go without.

But, both professionally and personally this is a step in the right direction. You all have followed our progress with UberCab and the exciting ride (no pun intended) it has become. We’re breaking ground on a space that is ripe for disruption and yearning for innovation. It’s ready for people like us who may not know the market as well as others, but that naivety may be our strongest asset to our ability to change how things work.

The startup community in SF is particularly exciting. The opportunity to meet, literally every week, with some of the smartest business and technical minds on the planet is not something I’ll take for granted. Through my Uber relationships and the many startup meetups in the Valley, my opportunity to learn from the SF startup community is almost unbelievable. Not to mention the guys I’m going to have an opportunity to work along side. The team we’re building at UberCab is already shaping up to be of extremely high caliber and the quality and experience of our advisors & board may be second to none.

I probably don’t need to even speak to this next topic, but I’m pretty damn stoked to leave the winters. I’ve been through now 9 full winters in the midwest and the ability to hang my snow coat up and away is a welcomed change. Next time I pull that coat out will be for a vacation back to our cabin in WI or a weekend trip to Tahoe…which both sound pretty nice.

Lastly, to our friends. We’re going to miss each of you dearly. As Moll & I moved from Miami to Chicago it was the most natural extension of college. In fact when we first got here it basically was college, except we got paid for it. Then as we (believe it or not) matured, we found out that we are actually making legit contributions to the world. I couldn’t be more proud as I look around at each of my friends and what they’re now accomplishing personally and professionally. Somehow I feel that I chose some of the best people back in college and those guys (and gals) have become the creme of the crop. Got lucky I guess. Please know that even though we’re sort of far away, we’ll always work hard to stay close, stay in touch and keep what we started back at Miami very strong.

Last week I got an email that requested that I post a very specific tweet to my followers. In fact I would not have the option to tweak or edit the tweet at all, but they were willing to reward me for it, with cash. I’ve gotten a lot of request in the past to tweet people’s website URL or blog post but this was different.

This request came from Ad.ly, the in stream advertising company that is run and was started by a friend of mine Sean Rad. Sean was funded last year by a very well respected VC, Mark Suster of GRP. What I really like about what Sean is building is his focus on “streams” and not only Twitter. Obviously, Twitter is the webs strongest stream today, but many services are going to the stream model & this will be a huge opportunity.

This is the email that I received, a request to tweet this appropriately called out (Ad) for a total of $4.23. So, as a starving entrepreneur I decided to get my $4 bucks.

I clicked ‘Approve’ shortly after I got the email and this was the result…

For $4 bucks, I’d say it was totally worth the tweet. I do think it would be a pretty shady practice if that little “(Ad)” was not included in the tweet however.

Maybe the most interesting realization after the tweet was to see my friends/followers respond to the tweet. I had about 2 people tweet me to call me out for selling out my stream, 1 person who thought my account was jeopardized or hacked and then friends just curious about my tweeting ads. Friendly concern.

So, would I tweet more ads in the future? Possibly. I can tell you that I’ve turned a couple other tweet requests down, so I won’t be tweeting just anything (my stream is respected, I love you guys) so I’ll keep it pretty clean. However, I’m not apposed if I’ve used the services that are included in the sponsored tweets.

Twitters Solution

Twitter is executing a similar behavior by promoting tweets within Twitter searches. I’m still skeptical about how much people actually use Twitter to search, but like anything the search behavior on Twitter, will grow. Twitter posted on their blog this answer to the question about promoted tweets.

Q: What are you launching? What are Promoted Tweets?
A: We are launching the first phase of our Promoted Tweets platform with a handful of innovative advertising partners that include Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America—with more to come. Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users.

What this means is that when someone searches for “coffee”, Starbucks will have a tweet (like the one above) that regardless of timing of that tweet it will stay at the top of that search. The kicker here is that the Starbucks tweet will NOT be to the side like a Google ad, these tweets will be “in stream”, just like Ad.ly.

I do think, for the record, that there is plenty of space for third party in stream advertising regardless of Twitters entrance to the space.

For Clients

Our goal for all UberCab users, called clients, is for you to feel like a baller every time you use UberCab. We want you to not only arrive at your destination safely, simply, and efficiently, but we want you to arrive in STYLE.

UberCab clients typically use their iPhone application (also works via SMS) to request a black car limo service within a matter of minutes.

As an UberCab client you’ll get:

• one click iPhone requests
• location based dispatch
• on demand limo service
• in app billing – no cash needed

For Drivers

Drivers working with UberCab are able to turn down time into profit. Simply, we’ll keep you busy and making money.

UberCab operates as a lead generation service for limo companies. By using our iPhone application drivers become available for client requests that are designed to come from clients closest to you.

As an UberCab driver you’ll get:

• immediate ride requests
• never worry about billing
• direct client communication
• a supplement to your existing business

For Partners

There are huge benefits to being an UberCab partner. These are the companies that have multiple cars in their fleet and want to join/partner with UberCab with multiple cars.

When you have multiple cars driving on the UberCab platform you’ll receive actionable analytics about your cars and the trips they’re taking. Better analytics and visibility means better management and more profit!

As an UberCab partner you’ll get:

• real time fleet analytics
• detailed trip logs
• direct customer feedback on ALL trips
• simple billing solutions for fleets

For more information on UberCab or the UberCab team check out our About page, or follow us on Twitter and our blog. Our app will be in the iPhone app store VERY soon too, so keep an eye out!

Typically I leave this Apple fan boy banter to others. To me the “found iPhone” saga is about as interesting as an afternoon of pontificating my navel. Yawn. It was dumb (legally) for GIZMODO to pay money for a lost/stolen device (although they definitely made back the $5k they paid for it). And Apple will always have problems with “the press” revealing their secrets, this isn’t the first or the last time that this will happen.

What’s more interesting to me is the shift from the Apple that we knew and loved…you know the trendy hipster guy that wears vans and t-shirts…to the Apple that attacks the very nerds that CRAVE their products so dearly (see gizmodo editor ejaculating over lost phone.) My thought is that this event was hugely beneficial to both parties. Obviously GIZMODO killed it with 8.6 million + hits on the release post, and Apple’s product will seemingly always kill it whether leaked early (new iphone) or kept relatively quiet until the release day (iPad).

What I’m most curious to see is something we presumably won’t know until looking back on these series of events, whether Apple’s shift from the startup friendly, open-ish platform, F’ the man mentality, towards the Microsoft-esk corporate persona will hurt their overall brand and thus their dominance on the very market they are fighting to control. There has been so much talk about this topic. One interesting perspective is from Jason Calacanis, a tech entrepreneur who is extremely opinionated about such topics. He writes…

Years and years after Microsoft’s antitrust headlines, Apple is now the anti-competitive monster that Jobs rallied us against in the infamous 1984 commercial. Steve Jobs is the oppressive man on the jumbotron and the Olympian carrying the hammer is the open-source movement…

…Steve Jobs is on the cusp of devolving from the visionary radical we all love to a sad, old hypocrite and control freak–a sellout of epic proportions.

Side note: I was 1 yrs old when that commercial first aired. I only know of it because of Youtube.

So with these events that have now proven that Apple is a control freak…

• forcing you to upgrade to a worse version of iTunes
• not letting any other mp3 device sync w/ iTunes
• cutting an exclusive iPhone deal with AT&T (which sucks)
• overly strict app store approval processes (I’m in this right now with UberCab…nightmare)
• closing off competitive apps
  • not allowing Google voice to have a native app
  • until very recently keeping Opera mini a great mobile browser out

…my guess is that in order to keep it’s dominance they will become the big corporate company they fought of in their early days, the corporate, closed, company that nobody wants them to become. The reality is, they may have to become that to keep their lead for a longer period of time. That’s the blessing and curse of huge growth and success in a capitalistic world. In order to keep their success they have to fight for it and that very fighting is what is killing them. It’s like a drowning child in a swimming pool. The very flailing to stay above water is what causes her to drown. Sad, but true.

For now I’ll continue to love and evangelize their products, just like the early Windows users did. I’m sure, eventually that will change.

This is as much of a post about sharing Evernote with you as it is an apology to Evernote for not giving you a chance until now. My mistake and my loss, learn from me and your gain. The simplest way to explain Evernote to those of you who don’t know is that it’s a database for you brain. If you have ADD (like me) it’s a must have tool! Evernote collects information in almost any format that you could ever want to throw at it, and it creates the ability to log, categorize, and store that info. Then, when you need to find something from a random though a few months back, you can search and the search is amazing! One crazy example of the technology is that you can write your name on a white board, take a picture of the whiteboard, then save that picture to Evernote and search for your name. Evernote will pick-up the text from the picture and make that text searchable…incredible!

For so long I had heard about people using Evernote for notes, picture search, and other menial tasks and I dismissed the service. I was actually using the Notes iPhone app and TextEdit saving files in this format, “4/22 notes”. That was dumb. Now that I use Evernote I can tag thoughts, search history and “appear” to the world that I have a great memory.

As a person with brutal ADD, this web service may become my most valuable. I’ve only been using it a week but I’m in love already.

Here’s a little tip on importing old notes into Evernote:

1. Download RTF/TXT Evernote importer

2. Install the application

3. From Evernote, make sure these preferences are selected.

4. File > Import … select all your files and your entire ‘Notes’ history is searchable, backupable, and awesome!

Let me know if you have any questions ryan [at] thedreaminaction [dot] com

I figure identifying and sharing my weaknesses here on this blog are one of the best way to overcome them. Both from understanding them better myself and benefiting from your feedback and “sage wisdom”. Thank you o’ commenters of the blog, I do sincerely appreciate you wasting your life on my writings.

So here it is, my largest identified struggle with entrepreneurship is the ability to quickly change from high level planning mode, to nitty gritty details focus, and then back. I’ve found that I both enjoy and do well at both, individually, but I suck a$$ at jumping from one to the other. Maybe it’s the ADD or maybe something else but that’s what seems to be very difficult for me. Let me explain a bit further.

Since I started running UberCab March 1, I’ve gotten the opportunity to literally do everything. I’ve touch code, and by code I mean HTML/CSS on the site, I’m not a developer by any stretch (yet). I’ve done deep dives into very specific product specs and inane use cases of each aspect of our product. I’ve build out financial projections and I manage the day to day budget. I’ve hit the phones cold calling and doing sales, then I’ve done biz dev type activities and longer term relationship/partner planning. Recently I’ve started interviewing and recruiting and hopefully not to far away we’ll be hiring (get your application in now if you’re interested in working with us at UberCab!). So I’ve done a ton of different stuff, some very high level long term, and some very specific and detailed. But still it’s tough for me to go from high level, long term to what we need to get done this week, or today, without some significant rebooting of the hardware between my ears.

What’s frustrating is that I thoroughly enjoy both! The variety in my work, and the variety of task required to build a company as an entrepreneur is a dream come true! But I feel in order to be really solid I need to be able to start high level and smoothly transition down into the nitty gritty. That’s the way great plans come together and I’m definitely not where I’d like to be with this skill…

Any tips from you more experienced entrepreneurs on how to overcome this or at least improve as I go?

Everyone needs a Mr. Fix-it, fortunately mine is my father-in-law, H. He takes on the weird tasks like cutting apart an old basketball hoop pole, and small car fixes, inside and out…both of which we did Friday night.

This was job #2 to cut up the basketball hoop pole so that we could hide it in the trash so it would be taken away…sneaky…I was the helper on this job but the pics turned out pretty sweet.

The main job was to fix the jump in my Nissan Pathfinders passenger window. My car got broken into months ago and ever since when you roll the window all the way up, you have to hold the auto-up button for a 30+ seconds to keep it up, otherwise it would jump back down 1/3 of the way. Apparently it’s a safety feature gone bad. We couldn’t find the fix anywhere until this post (http://jensbits.com) which I’ll just re-explain here.

The auto windows on both sides make it “pretty classy” but this little glitch was driving me nuts. Here’s what you do to fix it.

The issue

The window basically doesn’t know it’s up. Like I said, it happened to me when my car got broken into and they broke the passengers window with a rock (those dick bags). It activates some safety mechanism to pull the window back down. This feature wouldn’t come in handy in 6th grade when I got by fingers caught in the window of my parents friends Volvo, then she turned the car off and I was screaming…this prevents that.

The fix

Get a tool, like a flat head screw driver to pry off the armrest on the passenger side door. You think it’s going to break but it will pop off. It’s probably best to loosen it around each edge then one will lead and go from there. Make sure to leave all wire plugged into both the door and the arm rest.

Down in the arm rest there is a little reset button. You may not be able to reach it so get that screw driver you used to pry the armrest off and hold that reset button down. As you’re holding execute these steps:

1. Window in up position

2. Roll window down (all the way) but don’t use the auto feature

3. Release reset button

4. Roll window all the way up w/o the auto feature

5. Use the auto feature and it should work! It was literally that easy for me.

Also, Jen from Jensbits found this little manually that is awesome (Haynes manual for 1996-2004 Pathfinders).

It was a really fun, not tech project but it’s this kind of around the house maintenance stuff that makes you feel like a useful male :)

Then we cut up a basketball hoop pole…I was the assistance on this job but the pics turned out pretty sweet.

Back in March on the plane to SXSW I read Jason Fried & David Heinemeier Hansson’s new book called ‘Rework‘. In short, it was a phenomenal read. A very inspiring collection of lessons for entrepreneurs, but maybe more important than it’s inspiration, it was actionable. In standard 37Signals fashion it was a collection of blog posts essays that keep your head spinning about your own endeavors and how you could handle situations differently.

Then on a recent (long) flight to SF I decided to reread Rework because I really wanted many of the lessons to sink in. It quickly became clear that more entrepreneurs need to read this book. Brad Feld’s thoughts on the book were interesting…

Rework nails it on every dimension.  I was annoyed during the first chapter since the book started out with the typical “bootstrap your business rather than raise money from clueless investors” screed that Fried is famous for.  While I strongly agree that is one way (my first company was started with $10 and that was all the money we ever raised), it’s not the only way and I get tired of hearing polarizing rhetoric around this.

It turns out that was Fried and Heinemeier’s way of getting my attention.  Rather than passively rolling into chapter two, I was fired up.  And then, in the style of Gary Vaynerchuk, they Crushed It (another awesome book, BTW).  I was glued to my couch for the next hour as I pounded my way through the book.  It’s a collection of short essays and cool drawings built around one liners that everyone running a business should ponder.  As a bonus, they have a great essay on four letter words and why “fuck” and “shit” are not ones you should be concerned with.  And, in a demonstration of their mad skills, they have an awesome attack ad for the book.

Hilarious right?

I got to meet Jason when I helped run Chicago Tech Meetup a few months back and although his views on VC are a bit polarizing, it’s crystal clear that the man is an entrepreneur through and through and knows how to create value and keep his customers needs and situations in mind. In one interview he talked about how in the last couple weeks before publishing they cut the book in half. David & Jason wanted to keep it simple and powerful, the less is more mantra continues to resonate through their products and they’re are better off for it. The value is compact and doesn’t take a lot of time away from an entrepreneurs already wacky schedule. It’s ideal for a flight or long drive (audio books are awesome).

Last I checked Rework was on the top of the NYTimes best sellers so you don’t have to take my word for it. Let me know what you guys though in the comments.

Summary: UberCab is looking for our first full time engineer. This is a ground floor opportunity with salary + equity in a soon to be high profile SF startup. We have a working product, amazing angel investor list & top-tier hands on advisors such as Garrett Camp (CEO-StumbleUpon), Travis Kalanick (sold RedSwoosh), Tim Ferriss (author of ’4 Hour Work Week’). Read our post…

Hello, we are UberCab, a San Francisco startup with big ambitions to re-engineer the transportation industry with mobile location based services & applications. We’re looking for a developer who is Uber enough to help us take on that challenge.

The ugly reality in the car services business is that if you need a ride to be on demand, you’re screwed. Your option is a taxi that you can’t find, is unreliable if you try to call, and takes too long if and when it actually arrives. In many cities across America, when you need a taxi, you come to terms with the possibility of being stranded. This industry is technologically challenged, and has been propped up by a corrupt partnership between Taxi companies and local governments. This pain is our Uber opportunity!

We’ve created a system that will revolutionize the way city-dwellers will get from point A to B. Through a coordinated network of mobile devices we’re providing real-time booking and billing and immediate automated dispatch. No more concern about whether or not your driver arrives or how long it will take. Now you can request, monitor, and pay with complete ease and confidence.

Currently, the platform is in Alpha and we have a few cars on the road, but we need killer tech-talent to blow it out to hundreds of cities and 10’s of thousands of cars around the world. We’re hoping you see a game changer here, we certainly do.

We’re looking for a jack-of-all-trades, a passionate technologist who isn’t afraid of new technologies or new challenges. We want someone who works hard because they enjoy their work and thrives on new challenges. We’re building a complex location based service where pricing, analytics and logistics algorithms that you create will be coordinating billions of dollars in transportation assets, i.e. cars :)

Ideally you’re excited to get your hands in all parts of the system, from mobile app development (iPhone, Android, BBerry, SMS), to backend scaling of location awareness and analytics. You’re an all-important hire for us as you’ll be one of our first full-time developers, which means a significant stake in our success and a ground floor opportunity in a San Francisco startup.

Most application processes suck as bad as the car services industry so we won’t ask you to submit a resume or tell us what kitchen appliance you most resemble (yes, I got that one once). Just answer honestly the questions below and I’ll personally be responding the same day.

1.    What kinds of technology-related side projects or hobbies are you working on?

2.    What’s your coding background? Why did you start and where has it taken you?

3.    What languages/tools are you expert or competent in?  What languages/tools would you like to get to know better?

4.    Give an example of the hardest bit of debugging you’ve had to do, perhaps where it took hours / days to solve a non-obvious problem.  What approaches did you use?  What eventually led to the fix?

5.    What, in your opinion, is the purpose of code documentation, and what constitutes good documentation, in your opinion?

6.    What’s the difference between <?php  ?> and <? phpinfo(); ?> and <?= ?>

7.    When would you use an include() directive over a require()?

8.    What’s the output of the following script:

<?php

$var = 33;

function printer($num) {

echo ‘The variable is ‘.$var.’<br />’;

echo ‘The other variable is ‘.$num.’<br />’;

}

printer($var);

?>

9.    What’s the coolest tech project you’ve worked on, and what was your role and responsibility on it?

10. Tell us your most frustrating, adventurous, or wacky experience getting or riding in a cab. LOLz get bonus points.

We believe whole-heartedly that in hiring it’s talent first, then we work out the details. So if UberCab sounds interesting to you and you think you’re the right fit for us, please reach out, and you’ll be hearing from me.

Cheers,

Ryan

ryan@ubercab.com

from the official UberCab.com/about page.

Background:
For almost a century the process to request a car service has been extremely similar to what it is today, terrible. Your options are to place a request by telephone for a car arriving the next day or you could walk to the street and hope that an available taxi would happen to pass by at the same time. There was no efficiency or dependability to the process, and there still isn’t today. In early 2009 we set out to advance this industry and bring innovative solutions to this problem.

Today UberCab is working to provide high-quality, on-demand car service booked easily through your iPhone or SMS. Our location based dispatch platform provides elite, efficient, and simple car service using high-end sedans with reputable drivers rather than traditional taxi cabs. We’re starting in limited beta in San Francisco and rolling out to other cities in mid 2010.

UberCab LLC, has offices in San Francisco and New York.

UberCab team:
Ryan Graves, Chief Driver & GM
Travis Kalanick, Partner/Advisor
Garrett Camp, Founder/Investor
Oscar Salazar, Architect
Conrad Whelan, Sr. Engineer

Contact Us:
info@ubercab.com – general inquiries
support@ubercab.com – customer support

Twitter
@ubercab
@ubercab/team
@ubercab/advisors