After about an hour's worth of discovery time, mostly spent hammering David with questions, we've sketched out how PhlooQ is going to function (and how we're going to communicate how it works visually). This is an important first step and one that often times is overlooked in the haste to bring a seemingly endless stream of web 2.0 products to market.

Upon first glance PhlooQ may appear to be a bit uhhh.. complex. It features a mobile phone activation system, Facebook integration, phone call initiation as well as messaging directly from the widget screen and there is proposed future functionality that will extend even farther. Here's the thing though: at the end of the day PhlooQ actually simplifies event participation, network collaboration and communication through its unique approach. Interaction with the PhlooQ widget is seamless and requires little special instruction and that's why we think we're on to something here. It's simple and powerful and has the potential to make a real impact.

We're going to work on a sketch of the PhlooQ service offering and post it here soon, so stay tuned and tell us what you think.