Eat.fi is a Finnish restaurant search and review site, that opened in September 2008 and has been founded by Tina Aspiala. Eat.fi works with Google maps and time-based, dynamic features so users can see immediately if restaurants are open or closed at any given time. Eat.fi already has a very active community that updates restaurant information themselves using the site’s wiki-like tools to write reviews, adding photos and top ten lists. With 800 registered users and 1500 daily visitors, Tina finds that „Eat.fi’s page impressions aren’t enormous, but growth so far has been very organic, steadily rising all the time.“ She is „very confident that it’s going very well.“ The site currently covers only Finland, but Tina had discussions at the SLUSH event with regard to internationalization: „There are quite a few people interested in white-labeling our system.“ Tina points out that „Eat.fi’s system is ridiculously easy to use for all kinds of things. It could be used for anything that has an opening sign.“ Eat.fi is privately funded, but is still looking for government funding in Finland. Eat.fi’s owner Tina, who holds a BA from Yale University and had her now three-month-old daughter with her at the SLUSH event, finds it „kind of funny“ when people come to her start-up booth and ask her if she’s the „booth babe“. She encourages women to get over their fears of being not qualified enough: „More men are willing to do things they aren’t ‚technically’ qualified for. Get over it and just do it. Those who say you can’t be doing it should get out of the way of those who are getting it done.“ With regard to starting a company, she strongly advises that „if you are going to hire people, make damn sure you hire the right people! You need to listen to your gut very, very much. Even if someone is very qualified and you have this gut feeling that something is not quite clicking...if there is any nagging doubt – do not hire them. Wait, because it will be a waste of money in the long run.“