How to Build a Tech Company in Chicago

by Staff
August 1, 2011

Bob Gillespie firmly believes that you can build technology companies in Chicago.

And he should know, since he's the CEO and co-founder of InContext Solutions, a Chicago-based start-up whose creative use of video game technology has cracked the code to one of the biggest challenges of virtual store research: streaming complex, lifelike 3-D store simulations via web.

 

For those unfamiliar with virtual store research, this rapidly growing branch of shopper research uses simulated retail environments to observe and provide insights into how consumers react and interact with marketing levers within an in-store setting. This enables retailers and manufacturers to explore changes to packaging, pricing, and in-store marketing levers without making expensive changes to the physical environment.

 

InContext Solutions already counts among its clients dozens of the world's leading CPG brands. The company is growing, and with it so are its dreams for the future. Manufacturers and retailers already use InContext's 3-D platform as a visual collaboration tool when making decisions about in-store environments. Down the road, Gillespie envisions using it as a next generation e-commerce platform, driving sales through a more lifelike user experience that engages, entertains and captivates with complex 3-D audio-visual experiences.

 

That's techie. And it's happening right here in Chicago.

 

A further testament to InContext Solutions' geek cred is CTO Tracey Wiedmeyer's recruiting strategy for technical talent. He hunts for genius and creativity by asking prospective hires to write a computer program to solve a complicated Sudoku puzzle. It takes 30 to 40 hours to complete that problem and four others.

 

As Gillespie said in a recent Crain's article:

“People say you can't build a technology company in Chicago. I don't buy that. Talent, money and customers are all here. You just have to know where to find them and be willing to work your butt off.”

For more about InContext Solutions, check out the recent article on Crains.

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