Katka Nagyová
June 1, 2015

Meet the startup halfBake.io

An interview with the founders of halfBake.io about theyr story and how they started

Who are you?

We are Halfbake.io. Saurabh, the Co-Founder/CEO is a UI/UX designer with 14 years of work experience. He also looks after Product Strategy and Social Media. Jigyasa is the Co-founder/CTO and a Full-stack engineer with 7 years of work experience. She works with Ruby on Rails, Javascript, AngularJS and DevOps at halfBake. We met as colleagues at Slideshare (now acquired by LinkedIn - www.slideshare.net) working with the development team back home in New Delhi, India.

What’s the story of HalfBake.io?

HalfBake is our second startup as co-founders. The idea came out of our own challenges while working on our previous startup – www.motorpaneer.com. We were building a recommendation engine that helped Indian car buyers pick the best new car for them. As a designer/developer team, we had no trouble building new features, but we really struggled to figure out which ideas to go after next. Like every other team, we had a whole bunch of ideas and no clue how to evaluate and prioritize them. So we came up with some complicated excel sheets to rank and analyze ideas between the two of us. We also had a whole lot of amazing mentors, advisors and investors at our disposal, but we didn’t know how to keep them in the loop for our ideation process. We were also working on a way to get feedback from users on our website and include it in our ideation process.

Eventually, we decided to move on from our previous startup and began building our internal solution as a web app that any team can use. And that’s HalfBake.io now. It’s a web app that helps your team gather new ideas and get early feedback while you evaluate and refine them into a smarter roadmap. It helps you include your team, your external stakeholders as well as the users on our website in the ideation process. Your team can use it to test your assumptions early and avoid making costly mistakes.

What’s your traction been?

We built the first version of our User Engagement tool – the Hollerback Widget in a month and released it last week. It helps teams get feedback and ideas from users on their website. We got featured by BetaList and have more than 480 beta sign-ups from all over the world and are consistently getting 10-20 new sign-ups every day. Anyone who wants to see how our awesome new tool works, can check out the personalized demo. We’re running a limited time free trial for early bird sign-ups.

How’s your time in ASPnP?

Our time at Axel Springer Plug and Play has been really great. We made some great connections and got feedback from a lot of mentors from diverse backgrounds.

Your favourite startup?

We are huge fans of LayerVault (RIP), Slack, AirBnB and Sketch. In Germany, we absolutely love Number26 for doing something completely new, bold and executing it this well.


Give it a shot and sign up for beta!


Well, both. Currently we offer the following two options: shorter publicly available Brand Playlists and long-form private Soundtracks for spaces. For both of them we work closely with the client to understand how sound fits into their brand DNA and what their audience is like.

We believe that the guests’ experience with a particular space doesn’t have to begin and end with their stay. The idea of the Brand Playlist is to be a public brand playlists designed to engage the customers before, during, and after their visit at a space. It’s always accessible for them and serves as a new, dynamic marketing channel.

The Soundtrack is slightly different. It takes sometimes up to weeks of work and is designed by a world-class artist, DJ, or tastemaker. For it we first work with you to develop a deep understanding of your business and style. Then we match you with the perfect artist, DJ, or tastemaker to create unique, always fresh playlists, custom tailored to match your brand. 

In both cases, we update them regularly based on guest habits and clients’ needs. 

People in beta Clay Bassford Bespoke Sound

The way we engage with the music community is something really important for us and honestly, what makes us different than other background music providers. A lot of the background music providers out there have internal teams of maybe five or six DJs that do all of the music for their clients. We aim to connect with the local scene and always work with local DJs. There's some kind of magic in finding the exact right artists for the brand.

And on the flip side of it, when we hire artists, we make sure that the project is also inspiring for them and that they would be interested in participating. We always make sure to pay them well. The whole project creates for them a new income stream that they wouldn't have otherwise.

People in beta Clay Bassford Bespoke Sound

Yes! This was really fun. The objective with the betahaus "betabeer sounds" playlist was to showcase the community side of betahaus. There are so many cool, interesting people in the betahaus community and we thought a playlist could be a perfect way to not only help bring the community together but also show the diverse funkiness of the communities of Berlin and Neukölln, which is why Hazy Pockets, a longtime local Berlin DJ known for his eclectic mixes, was perfect for this project.

This playlist moves from bluesy 60s rock into surf and tropicalia, picking up momentum into Motown and onwards through some laid back disco tunes. Perfect for the betabeer events betahaus hosts monthly!


Oh, there are just so many! Like the Imren Grill for instance where you can find the best homemade Turkish food or Das Gift and Gordon which are both run by great music people. Kohelenquelle in Prenzleuer Berg is my favorite local bar (or rather kneipe). To satisfy my  techno / electronic records needs I always go to Hard Wax and one of my most special places is the Zions Kirche steeple, which has an awesome view of the city and a great Weinerei close by. 

You can see me around betahaus. Online, you can always check out my website and listen to our public playlists on Spotify. We’re also currently working on a collaboration with betahaus, so a special Playlist curated by is will very soon sound around the spaces in Kreuzberg and Neukölln. 


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