Founders' corner

Have You Been Copied by a Competitor? Do This!

March 21, 2023
4 min
Cupio vs. GoWish (GoWish copied Cupio's inspiration screen) and with a GIF of John Travolta looking confused
Learn how to thrive as an underdog! This post shares a story of resilience, creativity, and the power of a positive mindset in the face of competition.

Today, I want to share with you a story about how we got copied by our biggest competitor, and why it's not the end of the world (or our company).

But first of all, allow me to introduce myself. I'm the founder of Cupio, a new app that combines the convenience of a wish list with the power of price comparison (the price comparison part is currently only available in Denmark). It's been ten months since we launched Cupio, and we've been having a blast ever since. We've seen people from all walks of life using our wish list app, creating and sharing wish lists, comparing prices and dreaming big, and we're proud of the impact we're making in thousands of people's lives. But we’ve also had our share of challenges, like any startup out there.

You see, before we began on our journey there was this other player in the market, GoWish (or Ønskeskyen as they’re known here in Denmark). They had been around for a while, and they had a pretty good following (read: close to monopoly in Denmark). But we didn't feel threatened by them. We thought we could coexist in peace and harmony, like two little fish swimming in the same pond. We were wrong.

One day, we noticed something fishy (no pun intended). Almost all senior employees in GoWish (and their parent company, Dotcom Capital) had created users in Cupio. At first, we didn't pay too much attention to it. We thought it was just some friendly competition, a way for them to keep up with what we were doing. Until a few weeks ago when GoWish launched a new design for their app. And guess what? Individual screens were almost identical copies of screens in Cupio. I mean, they didn't even bother to change the colors.

Cupio vs. GoWish app screen designs (GoWish copied Cupio's inspiration screen)

But here's the thing: we didn't let it get us down. In fact, we saw it as a badge of honor. After all, imitation is the sincerest form of flattery. If our competitors feel the need to copy us, it means we must be doing something right. We knew before we started that the tech world is full of copycats and imitators, we're not the first (or the last) to deal with this kind of thing. I guess that's just how it is when you're making waves. And you know what? That's kind of awesome.

Sure, we don't have the same resources as GoWish (or as we now like to call them, GoCopy). We don't have a big team (we’re two founders who do this alongside our full time jobs and a part time intern, who flies commercial jets when he’s not helping us - more about that later!), a big budget, or a big reputation. But we do have something they don't: passion, creativity, and a willingness to fight tooth and nail for what we believe in. And that's what sets us apart from our competition. While they're busy copying us, we're already working on the next big thing.

So, what are our plans ahead? Well, for starters, we remembered that as a little player, we have the advantage of being agile and quick to adapt. We can make changes to our app faster than a big company like GoWish, and we're not going to let their copycat move intimidate us. We're going to keep doing what we do best: making our users happy, improving our app, and being the best damn wish list app out there. We're also going to continue being creative, innovative, and bold. We're not afraid to take risks, try new things, and challenge the status quo. We're not just here to make money, we're here to make people's lives easier and more fun. And who knows? Maybe someday, we'll be the big fish in the pond.

Now, you might be wondering: why bother? Why fight against a major competitor when the market for wish list apps in Denmark is clearly already dominated by GoWish? Well, because the world is a big place, and there's plenty of people out there who haven't even heard of GoWish or Cupio yet. Plus, variety is the spice of life. Just look at Apple vs. Microsoft - they've been coexisting for decades now, and the world is better for it. Yes, some might prefer GoWish, and that's okay. But there are also those who will prefer Cupio - our colorful and user-friendly app that puts their wishes and wallets first.

In the end, remember this: when a major competitor copies you, it can be tempting to feel defeated. But don't let the big fish swallow you whole. Don't let your competitors intimidate you, and don't let their lack of originality bring you down. Take it as a compliment and keep pushing forward. Embrace your underdog status, be innovative, be creative - and most importantly, be true to yourself. And who knows? Maybe one day, they'll be copying you again.

All the best,

Christian Hartvig
Founder / Cupio