Minneapolis start-up hopes to tap power of referrals

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By Lee Shafer, Star Tribune

“This week Heroic Inc. is launching its online service for people to refer friends and neighbors to a favorite car repair shop, roofer or house cleaner. Heroic is a start-up you want to cheer on, as all of us feel the pain of shopping for the right provider and not quite trusting what we read online.

One of the good things about having real in-the-flesh friends and neighbors is getting the straight dope on who can really be trusted to fix a Volvo or a replace an aging roof, and it’d be great to get their thoughts without having to place a phone call or send an e-mail.”

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