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Perth start-up Floq aims to hit the Valley

Monday, 20 February 2012 | By Michelle Hammond

Floq, a Perth-based start-up, is aiming to secure funding from the US for its app, which allows people to collect feedback about their teams, products and companies.


Last year, Floq raised several hundred thousand dollars from WA investors, but is hoping to raise more from investors on the east coast and in the United States.


The start-up is also looking to secure a grant from Commercialisation Australia, having already applied once.


“The ideal thing would be to get investments from Silicon Valley, and have an office in the valley. Access to networks over there is much better,” says co-founder Jonah Cacioppe.


Floq is a free web app that enables users to gather feedback about their teams, products and companies, and compare those results to others in their industry.


“We have been developing an online platform for conducting surveys, reporting and benchmarking, and are currently in private beta release,” marketing manager David Jardine says.


“The Floq platform is designed to make conducting surveys easier and faster for all users and, in particular, HR managers that need to conduct surveys while at the same time bringing relevant context to the results through benchmarking.”


Floq was founded by Cacioppe and Michael Kruger. According to Cacioppe, the idea is to help people “see the bigger picture”.


“If you ask a few questions to your customers about what they think of your new branding, there’s currently no way to find out how their opinion compares to everyone else out there,” Cacioppe says.


“Getting feedback from customers is useful, but knowing how your results compare against others in your industry gives you a clear picture of what that feedback means.”


“That’s why we’ve built comparative benchmarking into Floq’s core.”


“We believe context is king and – without benchmarking to compare responses across time, location and other demographics – you’re monkeying around.”


Cacioppe says sharing is another feature of the app.


“We often have the same questions – we just don’t know someone else asked that same question yesterday. Floq solves this by sharing questions and anonymous answers,” he says.


Floq’s autosuggest feature dishes up options for users as they type, showing them how many people have already asked the same question.


If users don’t see anything they like, Floq allows them to make their own, making it easier for the next user conducting a similar survey.


As user numbers grow, people will find they have more and more context around their initial questions.


“We’re hoping to bring in the benefits of a social platform, so it’s much more open and everything is shareable,” Cacioppe says.