Press Resources

Look here for information about Soofa and our founders, recent articles published about our work, and brand resources. For media inquiries please contact hello@soofa.co.

About Soofa

Soofa is a female founded company, launched out of MIT and Harvard in 2014. We make cities smart, social, and sustainable by responsibly introducing technology into the public right of way to improve the citizen experience, because we believe that technology can benefit everyone in any neighborhood.

Our Soofa Sign displays relevant content from the community, local advertisers, and national brands, connecting viewers to their neighborhood and city. In addition, Soofa Signs display real-time transit updates and local events calendars that are local and relevant to passerby. We provide a platform for everyone in the community to have a voice and post to the Sign with Soofa Talk.

Learn how Soofa Signs work.

 

Our Leadership Team

 
Sandra Y. Richter  is Soofa's CEO and Co-Founder. While at MIT, she worked with municipalities in South Africa, Japan, China, and Europe on smart transportation systems in collaboration with companies like Volkswagen, Lockheed Martin, and Verizon to define smart city strategies and evaluate business models. She co-founded Soofa in 2014 to deploy smart, social, and sustainable city technology in neighborhoods all around the world. She is a city dweller in Cambridge, MA.

Sandra Y. Richter is Soofa's CEO and Co-Founder. While at MIT, she worked with municipalities in South Africa, Japan, China, and Europe on smart transportation systems in collaboration with companies like Volkswagen, Lockheed Martin, and Verizon to define smart city strategies and evaluate business models. She co-founded Soofa in 2014 to deploy smart, social, and sustainable city technology in neighborhoods all around the world. She is a city dweller in Cambridge, MA.

Jutta Friedrichs  is Soofa’s Co-Founder and VP of Operations. With over ten years of experience in design and development of innovative products and services in the UK, China and the U.S., Jutta compulsively generates ideas, simplifies complex issues, optimizes processes, and builds disruptive businesses through creative thought leadership and management. Jutta co-founded Xindao’s product design studio and her furniture design studio, MÜ, in Shanghai before earning her Masters at the Harvard Graduate School of Design. She now serves as a mentor at the Harvard Innovation Lab and has earned multiple international design awards, including two Red Dot Awards.

Jutta Friedrichs is Soofa’s Co-Founder and VP of Operations. With over ten years of experience in design and development of innovative products and services in the UK, China and the U.S., Jutta compulsively generates ideas, simplifies complex issues, optimizes processes, and builds disruptive businesses through creative thought leadership and management. Jutta co-founded Xindao’s product design studio and her furniture design studio, MÜ, in Shanghai before earning her Masters at the Harvard Graduate School of Design. She now serves as a mentor at the Harvard Innovation Lab and has earned multiple international design awards, including two Red Dot Awards.

 
 
Ed Krafcik  is the VP of City Development at Soofa, responsible for bringing Soofa technology into cities around the world and developing strategic partnerships with elected and appointed officials, real estate developers, and organizations and individuals shaping the public realm. He is a former urban designer and landscape architect and prior to Soofa worked on neighborhood and city-wide community development projects across the U.S., tourism master planning in the Middle East, and detailed public space and park design globally. Ed is a long time city dweller, has been car-less for over ten years, and can always be found searching for the next best neighborhood.

Ed Krafcik is the VP of City Development at Soofa, responsible for bringing Soofa technology into cities around the world and developing strategic partnerships with elected and appointed officials, real estate developers, and organizations and individuals shaping the public realm. He is a former urban designer and landscape architect and prior to Soofa worked on neighborhood and city-wide community development projects across the U.S., tourism master planning in the Middle East, and detailed public space and park design globally. Ed is a long time city dweller, has been car-less for over ten years, and can always be found searching for the next best neighborhood.

Ed Borden  is the VP Software at Soofa, managing the company's data analytics, content delivery, and device management infrastructures and numerous customer-facing applications. He is also the lead on customer and product development efforts. Ed is an urban infrastructure and citizen engagement enthusiast with a love for molding technologies that turn increased mobility, health, and activity into economic drivers. Prior projects include a modular sensor platform at Bug Labs, IoT data platforms at Pachube, Thingful, and Scriptr, and a crowd-sourced air quality initiative on Kickstarter (Best in Science 2012). He also taught MFA IoT product design and prototyping at Parson's New School. Ed can frequently be found flying, on a motorcycle, or cruising the local live music scene.

Ed Borden is the VP Software at Soofa, managing the company's data analytics, content delivery, and device management infrastructures and numerous customer-facing applications. He is also the lead on customer and product development efforts. Ed is an urban infrastructure and citizen engagement enthusiast with a love for molding technologies that turn increased mobility, health, and activity into economic drivers. Prior projects include a modular sensor platform at Bug Labs, IoT data platforms at Pachube, Thingful, and Scriptr, and a crowd-sourced air quality initiative on Kickstarter (Best in Science 2012). He also taught MFA IoT product design and prototyping at Parson's New School. Ed can frequently be found flying, on a motorcycle, or cruising the local live music scene.

 
 
Daniel Hopkins , MBA is Soofa's VP of Finance. After graduating with his bachelor's degree in Finance from Bentley University, Dan began his career as an accountant. In 2010, Dan joined an ad-tech startup where he was responsible for finance and yield management. During his tenure there, Dan was responsible for gross margin performance that nearly doubled industry averages. In 2015 Dan earned his MBA from UMass Boston. Dan is a city dweller that walks to the office early each morning from Charlestown, MA.

Daniel Hopkins, MBA is Soofa's VP of Finance. After graduating with his bachelor's degree in Finance from Bentley University, Dan began his career as an accountant. In 2010, Dan joined an ad-tech startup where he was responsible for finance and yield management. During his tenure there, Dan was responsible for gross margin performance that nearly doubled industry averages. In 2015 Dan earned his MBA from UMass Boston. Dan is a city dweller that walks to the office early each morning from Charlestown, MA.

Chris Parker  is Soofa's VP of Sales, responsible for scaling the sales team and establishing relationships across local, regional and national advertisers. Prior to joining Soofa, Chris served as the VP of Retail Solutions at ownerIQ, a Boston-based advertising technology startup, where he built and grew a client-direct sales organization focused on digital media solutions for retailers and e-commerce companies of all sizes. Chris can be found in South Boston with his wife and two young children or training for his next marathon on the streets of Boston.

Chris Parker is Soofa's VP of Sales, responsible for scaling the sales team and establishing relationships across local, regional and national advertisers. Prior to joining Soofa, Chris served as the VP of Retail Solutions at ownerIQ, a Boston-based advertising technology startup, where he built and grew a client-direct sales organization focused on digital media solutions for retailers and e-commerce companies of all sizes. Chris can be found in South Boston with his wife and two young children or training for his next marathon on the streets of Boston.

 

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