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Family trip planning startup Minitime buys family-friendly review site WeJustGotBack.com

@jclampet

Skift Take

At the time of launch, Minitime had high ambitions of creating an internal social community, booking platform, and editorial landing page. Its first acquisition signals a commitment to at least one of those goals.

— Samantha Shankman

Minitime launched less than two months ago at the PhoCusWright Conference and is already making moves to strengthen its portfolio of original content, and knock out some competition on the way.

The family trip planning website confirms that it bought WeJustGotBack.com, a website that shares guides, travel tips, and reviews for families.

Suzanne Rowan Kelleher, the Editor-in-Chief of WeJustGotBack.com, will become the Managing Editor of Minitime. The startup will also benefit from content, SEO value, and new readers gained during the deal.

When we first reported on the launch of Minitime in November, CEO John Smelzer explained that a focus on original editorial content, covering where to go and what to bring, was hoped to set the site apart from other booking/review sites. This acquisition marks a continued commitment to that goal.

“The acquisition is already bearing fruit in terms of driving traffic,” says Smelzer. The deal was finalized at the end of the year.

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