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Quick: Name the three coolest products you’ve seen lately. Now claim your reward. David Hegarty proves that it can pay to give props.

At least once a week I’m blown away by some innovative new product from a small company. But without a big budget for marketing and advertising, those companies face a big challenge when it comes to getting the word out. That’s where Hollrr comes in.

Hollrr provides the easiest way for small companies to reach people who want to evangelize about new products—and take a percentage of the reward. How? For starters, lots of companies offer affiliate programs, and Hollrr ties in with them. We collect money on behalf of the “tribe” that spreads the word about a product and then pay out rewards based on how the recommendations do. If you’re one of the first to recognize a great new product, you’ll get a larger share of the reward. It’s also a win-win situation for the company; if I tell my friend this is a great product, he’s up to 15 times more likely to check it out. Basically, if you’re a fan, we want to make it as easy as possible to root for a product; if you’re a product owner, we want to make it as easy as possible to promote it.

I look at advertising five years from now and see three segments emerging: search, brand, and word-of-mouth. Our goal is to be the No. 1 source for word-of-mouth.

David Hegarty is the founder of Hollrr.