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Web Startup Helps Track Customer Reviews

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This story appears in the December 2012 issue of Entrepreneur. Subscribe »

Before he could get to the of managing his company's six each day, Gregory E. Alden used to spend more than an hour checking out customer feedback on , TripAdvisor, , Booking and other . Alden, CEO of Menlo Park, Calif.-based Woodside Hotels, knows how important reviews are to consumers when it comes to booking hotel stays--a few negative reports could knock his properties out of the coveted first- or second-place ranking they hold in their respective markets.

"It's a constant battle on our end to build awareness among our people," Alden says. "We tell them, 'Check Trip-Advisor. Check Yelp. You've got to be doing this multiple times a day.'"

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