I saw an interesting article on the Globe, wrote by one of our professors in Sauder. He tells about Paul Davidescu’s career story. Tangoo, a dinner planning company, originally launched as part of school project when he was an undergraduate student in Sauder in 2012. The inspiration comes from his idea of gaining benefit from “that easy-going, social feeling” atmosphere when people are socializing and having fun at night, which I think is very smart. Sometimes, people just act relaxing in that kind of situation and easily making the purchases. However, the company appeared to be unsuccessful, due to unexpected human behavior, suffered losses.

Source of image: tangoo.ca

Transforming an idea into a successful company is not easy, but technology provided him a helping hand. He re-emerged Tangoo as a “pocket concierge”, an app that would help customers plan outings and always be at-the-ready on the phone. Its business to the customers had completely changed. And no doubt, that brought Tangoo a big success. From Tangoo’s case, I learned that the technology power in marketing just cannot be ignored. I have heard that a lot of successful businesses emerged from making iPhone apps, or Android apps. Companies should absolutely consider the smartphone market’s importance in operations. Of course, I do not mean that every business should apply to this technology power. A small grocery store does not need to create an app for its customers. But many businesses, such as Tangoo, are just suitable to get in touch with customers through smartphones. Therefore, Davidescu definitely made a great decision for re-emerging his company as a pock concierge for being an mobile app.