This article was published on August 14, 2015

Sorry turns your service’s outages into opportunities

Sorry turns your service’s outages into opportunities
Owen Williams
Story by

Owen Williams

Former TNW employee

Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their word Owen was a reporter for TNW based in Amsterdam, now a full-time freelance writer and consultant helping technology companies make their words friendlier. In his spare time he codes, writes newsletters and cycles around the city.

Each week we’re profiling one company that has been selected for Boost – our early-stage startup growth program. Catch up with these companies in person at The Next Web Conference in New York on November 18.

You probably don’t think about a company’s status page until your favorite app stops working, then it’s often a pain to actually get information on what’s going on.

Sorry is here to help out. It helps companies get an attractive status page up and running so they can communicate with users when something goes wrong.

The service integrates both with your current website and social media, so users can be easily made aware when something isn’t quite going right. Once things are OK again, it drops the status notice into a timeline so there’s some transparency about what went down.

An outage page when everything is OK

I talked with Sorry to find out how it thinks helping companies communicate better with customers can be turned into a business opportunity, instead of just frustration.

Tell us what you do in two sentences.

Quick and easy Status pages – No coding required.

How did the company come about?

It was born out of frustration. We’ve all been on the receiving end of companies that do a poor job of keeping customers informed when things are affecting their service. You know, the endless waiting around, the point-blank denial of anything being wrong or the dreaded “we apologize for any inconvenience”.

Demanding satisfaction, We decided to help companies do better. Through the use of our status page platform and with support and education, we’re helping companies open up, discuss their shortfalls and rebuild consumer trust.

We have built a platform which is available to everyone – it’s why our pricing structure allows everyone to use all of our features, it’s why our status page theming gives you complete code control and it’s why we open-source as many components as possible.

What’s your background?

The “Two Robs” are cousins who have been working together developing applications and infrastructure for the last 15 years. We have worked with companies in the travel, internet and retail industries.

Who are your biggest rivals, and why are you different?

Our biggest rival today is We believe that service status is about getting the word out there and talking to your customers directly, not hiding behind canned responses, performance metrics and uptime stats.

Get rich or change the world? Which would you rather, and why?

Both! Change the world first, then get rich – every time a company says “Sorry” to somebody using our platform, the world becomes a better place. We love earning a living doing this.

How big is your team? Tell us one weird fact about a member of your team.

We are a team of two, Robin has one ear larger than the other.

If you weren’t working on Sorry, what would you be doing?

Working on ear size reduction as a service.

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