According to Crowley, the growth of local businesses that use the service happened organically, with users making their favorite venues aware of it, and encouraging promotions like discounts for “mayors.”
He also discussed Foursquare’s partnerships with major brands, which include the coffee chain Starbucks, and television networks like Bravo:
“The needs of larger chains are much different than the moms and pops,” Crowley says. “Starbucks wants to see stats from all of its venues, whereas if you own one or two shops it is easier to look at them individually.”
We also asked him about where the Foursquare “game” goes from here, and the company’s plans to promote its celebrity users.