Consumers are hungry for inspiring content, especially content that's grounded in experience."
RootsRated creative director Jake Wheeler, right, and director of business development Bryson Moore work in their offices Thursday, Jan. 8, 2015, in Chattanooga, Tenn. The web site offers guides to outdoor activity locations.RootsRated is the only Tennessee company among a dozen regional finalists headed to 36’86 in Nashville this June, a Launch Tennessee event geared at giving startups in the Southeast exposure to investors and business leaders.
The Chattanooga company pitched itself to Atlanta investors late last week, and then co-founder Fynn Glover headed to San Francisco to work toward raising $2 million in Series A funding for his three-year-old enterprise.
RootsRated is rolling out wooden interactive kiosks built in Chattanooga to help patrons find information on outdoor activities.Co-founded by Rock/Creek’s Mark McKnight, RootsRated is a media platform that connects users with thousands of outdoor destinations across the country, handpicked and described by local experts. The content is sponsored by companies such as Marmot and Timberland.
RootsRated’s notable placement in the startup competition comes as the company is rolling out interactive kiosks at independently owned outdoor shops in two dozen cities across the country. Built in Chattanooga by Andrew Nigh, the wooden kiosks will be in Boulder, Atlanta, Austin and Seattle, to name a few. The first new kiosk just shipped to Sunlight Sports in Cody, Wyo., near Yellowstone. The kiosks help shoppers find curated information on where to go locally for dozens of outdoor sports such as skiing, hiking and surfing.
Rock/Creek’s downtown and North Shore locations have kiosks, but earlier steel versions will be replaced by the wooden ones.
RootsRated also just last week soft-launched its new website, the first time the company has designed it in-house. That allows it to rapidly prototype, adding new features based on what it learns about its users.
“It’s an enormous milestone for us,” Glover said. “Having the product in-house means we have full-time people thinking about the product and making it better each day, rather than being at the mercy of the timetables of outsourced web-development companies.”
The startup for some time had planned to pursue Series A funding this summer. It’s not looking just for capital, Glover said. “We’re out there looking for business partners … who have a background and understanding in media and what it takes to scale.”
The company is building software so that retailers and brands could license RootsRated content and use it for their own marketing.
RootsRated director of business development Bryson Moore, left, and creative director Jake Wheeler work on Thursday, Jan. 8, 2015, in Chattanooga, Tenn. The web site offers guides to outdoor activity locations.“Consumers are hungry for inspiring content, especially content that’s grounded in experience,” Glover said. “We think that’s a more powerful form of advertising.”
On another front, the startup recently forged a new type of outdoors partnership.
It’s working with the Utah Office of Tourism to create content that the state agency can use across its platforms, Glover said. “That could open doors to tourism offices in other states.”
RootsRated was picked as a finalist for 36’86 Southern Series after competitions among 135 applicants in Atlanta; Arlington, Va.; and Columbia, S.C., earlier this month.
Judging criteria was based on factors including market size, market fit and revenue model. Also, overall “gut feel,” said Launch Tennessee spokeswoman Courtney Corlew. “Would the team be a great rep for the region?”
Another 24 companies will advance to the Nashville event, selected from a general application pool.
Each of the 36 companies will have the chance to win cash prizes, including $36,000 for the winner.
Perhaps more important, the event gives startups the opportunity to network and hear from some of the nation’s leading entrepreneurs, investors and media representatives, according to Launch Tennessee CEO and president Charlie Brock.
Contact staff writer Mitra Malek at mmalek@timesfreepress.com or 423-757-6406. Follow her on Twitter @MitraMalek.