The Long and Short of It

[ed. Breaking news in the exciting world of tech startups.]

Micha Weinblatt, 31, a Potomac native and University of Maryland graduate, has a new tech company called Betterific, which has teamed with Dormify, the college dorm room decorator, to solve a long-standing problem with those annoying fitted bedsheets that confuse you about which way is up.

“We have suggested a length and width indicator on the sheets that will say [which side is] ‘long” or ‘short,’ ” said Weinblatt. “It is simple and it makes life so much better.”

Weinblatt approached Karen Zuckerman, the local marketing maven and founder of Rockville-based HZDG advertising agency and of Dormify.

Zuckerman loved the idea.

“It’s the first product that has been created from a Betterific idea, and that is what’s cool about it,” Zuckerman said. “It is Dormify’s mission to make dorm living and college life easier. That is why this was a perfect fit, both for us and the bedsheets.”

The one-inch labels, which say “long side” or “short side,” have been placed in Dormify’s full production run for this school year.

by Thomas Heath, Washington Post |  Read more:

Image: Amanda Zuckerman