I always bristle a bit when companies suggest that they’re going to be “the Uber for sushi,” or when the pitch goes, “like Netflix, but for backyard chickens.” It’s so tempting, and so easy, to take a high-profile tech success story and purloin it for your own gain. Oftentimes, however, the example doesn’t work and the company just looks silly.

So Handshake was always running a risk when it decided to call itself the Square for the B2B set. Handshake offers a business-to-business commerce platform that allows manufacturers and distributors to run their ordering processes either in person or online. A mobile application fits in with the needs of sales reps while the Handshake Web portal allows for customer self-service.

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Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.