ASAP54 is a London-based start-up founded in April 2013 by Sao Paulo born and raised, Daniela Cecilio - A new way to discover and shop fashion online.

ASAP54 is a London-based start-up founded in April 2013 by Sao Paulo born and raised, Daniela Cecilio. With this new technology, she wants to make it easier for you to discover and shop for things online.

Q: Please tell us a little bit about your company – what is @ASAP54 all about?

ASAP54 is an app that allows users to simply photograph the object of their desire and then shop it, or similar ‘inspired by’ pieces, online. ASAP54, the first ever app to combine a social shopping community with cutting edge visual recognition technology and an-offline personal shopping service.

Q: Please tell us a little bit about your background and how you started your company?

I was part of the funding team of Farfetch.com and also had my own clothing label back in Brazil – where I am from.

“The idea was born out of my frustration when searching to buy products online. I’m a very visual person and find it hard to describe what I see in words, so googling emotions was a terrible exercise. I thought, here has to be an easier and quicker way. I was also looking for a simple way to be connected to what my friends and muses were coveting. I loved the idea of a sneaky peak into other people’s fashion searches that I can turn to for inspiration.”

Q: What are some of the projects you are working on right now?

New features for the social side of the app, new devices and a lot of exciting Marketing activities

Q: What are your plans for the future, how do you plan to grow this company?

We want to localize the app to some specific countries such as China, Japan, and Russia by adding local players. We are also thinking of integrations with other social networks to make the Social to stand out more and help users to find and or invite their friends to join.

ASAP54: A New Way to Discover & Shop Online

Q: What were the top 3 mistakes you made starting your business and what did you learn from it?

Worry too much with what could go wrong – you can’t predict, so you might as well deal with it when it comes.

Prepare for success, as we are normally prepared for failure and we underestimate how hard is to deal with success – in term of team, structure, etc.

Be wise with your time; don’t say yes to everything, as the focus in the beginning should be the product and training the team.

Q: What was the best business advice you have ever received and who gave you this advice?

My husband gives me advice every day, but the one that is stuck in my head came from my angel investor, Gideon. I was worried that everything was going very well and was wondering when something would go completely wrong, and he said: “don’t spend the whole time thinking that something wrong might happen, as there is a very big change of it never happening”

Q: What are the top 3 online tools and resources you’re currently using to grow your company?

(1) – AppAnnie – App ranking, metrics tool

(2) – HootSweet – Social media management tool

(3) – Appconnect and App store.

Q: What’s your definition of success?

Change the world somehow. My aim is to empower the user to shop whatever they see.

Q: What are three books you recommend entrepreneurs to read?

(1) – The tipping point – Malcolm Gladwell

(2) – Steve Jobs – Walter Isaacson

(3) – 10 secrets for successful start ups – Nigel Naysmith

Q: What is your favorite entrepreneurship quote?

A good product is a product launched. [Tweet it]

Q: How can our community get in touch with you?

Twitter – @dandacecilio

 photo: TechCrunch