It is not uncommon for businesses to get a little more than inspired by their competitors. Plagiarism is just as common in the business world as it is in engineering assignments.
Copying competitors is such a big part of modern day business that there are actual guidelines as to when it is and isn’t okay to copy. Heck, the Harvard Business Review even states that if you cannot innovate, copy.
So it shouldn’t come off as too much of a surprise when you find out that Burrp, a dying restaurant listing portal copies elements from Zomato, a leader in the same field.
If the only thing you associate the word Burrp with, is a misguided fart, we don’t blame you. The company was one of the earliest Indian startups and the most popular restaurant listing site in India. Its quirky name and smart marketing helped Burrup find its way into the hearts of both customers and investors. However after it got funded, things went south for the start up. Much like a misguided fart, directionless business decisions like an attempt to become a listings site for everything and reckless spending made the company lose market-share. The rise of startups like Zomato also added to Burrp’s problems.
Remember the guidelines to copying that I mentioned earlier?
Well there are two types to it.
- Smart copying which is actually good for business.
- Dumb copying which is obvious and and may serve as marketing fodder for the competitors.
Smart copying is when you do smart shady shit like copying like finding out where your competition has been published and using it to promote a similar product or service like GentleMint(Pinterest for men) did or when you improve on an existing product or service so much, that you redefine it, like Steve Jobs did with the mp3 player.
And dumb copying is something that looks like well this….
— Pramod Rao (@prao24) April 14, 2016
The cocky dude making the tweet is Pramod Rao, Zomato’s head of marketing. After being outed on social media, Burrp did manage to fix the goof up but not before Deepinder Goyal, Zomato’s CEO took a hit on it too.
The Walking Dead. https://t.co/dxCR0L3Cmi
— Deepinder Goyal (@deepigoyal) April 14, 2016