MapMyPHOTO is a free service whereby photographers can share their favourite locations for others to enjoy.First hand advice is always the best but can be hard to obtain through conventional means such as, books, magazines, forums and photo-sharing websites. MapMyPHOTO is different, it makes it easy for photographers to share relevant information to help other photographers seek new locations.•Conducted extensive market research.•Conceived idea and formulated brand and strategy.•Developed and optimised website.•Effectively marketed MapMyPHOTO using social media including Facebook, Twitter and Google+.•Used analytic tools to monitored progress and inform SEO. •Managed the day-to-day running and development of the website alongside studying for my degree.•Raised funds from business competitions.