Ypulse Interview: Ashley Qualls, WhateverLife.com
Posted by meredith on 10-12-2009Today's Ypulse interview is with WhateverLife.com founder Ashley Qualls. Ashley has been a longtime friend of Ypulse (our Twitter layout is her design!) and a regular speaker at the Ypulse Mashup event (this year she appeared on our Totally Wired Youth Entrepreneur panel moderated by Guy Kawasaki). In other words, we've been watching Ashley as she's built up her teen-targeted company from the age of 13! So when she let us know that WhateverLife was expanding into a social network for creatives along with a slate of other changes, we thought we'd shoot Ashley a few questions.
Ypulse: What types of changes can we expect to see on Whateverlife now that you've relaunched? What hasn't changed?
Ashley Qualls: Lots! We decided to keep the overall concept of WL. After all, it's all about design! We actually just teamed up with a company in LA called Subculture Interactive to relaunch WhateverLife. We realized over the past few years that millions of teens like myself have been interested in designing their own graphics, creating their own websites, avatars, etc. The new WL interactive network allows users to upload, store and share their own creations—including web graphics, social templates, tutorials and tips, blogs, videos — and even poetry. It's offers a suite of tools that empowers this next generation of web creatives to build portfolios of their work, which are then distributed, rated and ranked by their peers. Providing a new paradigm in interactive networking is a sophisticated points and rewards system that users can use to upgrade their profiles, "buy" new content and gain more exposure on (and off) the site and even earn real life prizes—all for free. We've also developed our own branded widget for WhateverLife. The widget will broadcast streaming music and video, product reviews and the work of "WhateverLife Stars," chosen every week by the WhateverLife staff. The widget will act as a digital ambassador for the site — infiltrating deep into the mySpace and Facebook networks and creating a virtual content network across the social media world.
YP: What motivated the overhaul? How much user input was involved with developing the new features?
AQ: I think we just needed some change. I didn't want everything to go stale, and it was time to take things to the next level. It was time to reinvent WhateverLife. We actually had quite a few users who helped build the foundation for the new WhateverLife. We had over 200 ambassadors who gave input on features, functionality and even design.
YP: How would you describe the Whateverlife community? Who would you like to see discover it as a social network that hasn't yet?
AQ: I'd say the WL community is in general extremely kind and welcoming. I've always noticed the users who love WhateverLife are usually pretty awesome themselves! We've had great success in watching the users befriend each other so easily. As far as who I'd like to see discover the new WhateverLife, I'd say anyone creative! We want anyone who has an ounce of creativity to check it out. As time goes on, we have tons of new technology coming and think this network could be extremely empowering to anyone who needs a creative outlet.
YP: What lessons did you learn from maintaining/publicizing the old site/service? How did you handle those this time around?
AQ: I've learned that a LOT more planning is needed for big projects! One thing I've had trouble with is realizing all of the little details. This time around, I learned so much more about focusing on every last thing to make it is 100%.
YP: How do you plan to get the word out about the re-launch? Is there a marketing plan?
AQ: We plan on working with other sites, setting up affiliate programs, and spreading the word to the media about empowering the creative community. We've also got some plans to work with artists, musicians, etc. to give out merchandise and encourage our members.
YP: How do you plan to keep monetizing the site/service?
AQ: Well, we plan on working with good ad networks, as well as going out and selling directly to the companies themselves. WhateverLife has always been free, and always will be – but there is a possibility of a premium service that we may offer in the near future as well.
YP: Anything else Ypulse readers should know?
AQ: Anything can be done, as long as you truly believe it. I remember dreaming up the idea of this network one year ago around this time. My team here was so excited (still is) and now it's a reality. That's the greatest feeling.
Categorized under: Web
