Welcome to Startup Sherpa , a new show we are piloting on TechCrunch TV. Rather than have one of us at TechCrunch interview subjects, we thought we'd try something different. Startup Sherpa is more a conversation between founders that we getto listen in on. Super angel investor ( Founder Collective ) and Hunch founder Chris Dixon is our host, and in each episode he will be talking to other founders and investors about the challenges of building a startup. Today, his guest is Billy Chasen , the CEO of Stickybits and the creator of chartbeat . Stickybits is an iPhone app which encourages you to check into products by scanning their barcodes. Originally, the idea behind Stickybits was broader and encouraged consumers to attach their own barcodes to objects and places, and use the app to upload photos, videos and messages which others can unlock by scanning the code. The app still does that, but the company recently pivoted to focus more on existing product barcodes and get brands to drive adoption through incentives and rewards.