My presentation for Democamp.org

Page 1

Issuu Behind The Scenes Making Digital Publishing Beautiful by the Billions


Martin Ferro-Thomsen Co-Founder, Head of Communications, Issuu MA Culture and Communication w: ferrogate.com b: blog.ferrogate.com t: @ferrogate


Martin Ferro-Thomsen @ferrogate ferrogate.com

The story so far The early days and beyond


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com

The pitch


Martin Ferro-Thomsen @ferrogate ferrogate.com

The pitch


Martin Ferro-Thomsen @ferrogate ferrogate.com

Seed funding Dec 2006


Martin Ferro-Thomsen @ferrogate ferrogate.com

Silent launch Dec 5 2007 Basic features • Basic community • PDF support only • 250 beta users •


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com

Round A funding 2008-9


Martin Ferro-Thomsen @ferrogate ferrogate.com

Stuff we’ve built...


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com

issuu.com/smartlook


Martin Ferro-Thomsen @ferrogate ferrogate.com

issuu.com/mobile


Martin Ferro-Thomsen @ferrogate ferrogate.com

issuu.com/shelf


Martin Ferro-Thomsen @ferrogate ferrogate.com

issuu.com/adpages


Martin Ferro-Thomsen @ferrogate ferrogate.com

issuu.com/services


Martin Ferro-Thomsen @ferrogate ferrogate.com

We’re proud that...


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com

Sounds a little too easy, doesn’t it?


Martin Ferro-Thomsen @ferrogate ferrogate.com

“Emplotment�

A

B

C


Martin Ferro-Thomsen @ferrogate ferrogate.com

But life has no plot A startup has no plot


Martin Ferro-Thomsen @ferrogate ferrogate.com

A startup is a human institution designed to deliver a new product or service under conditions of extreme uncertainty. Eric Ries


Martin Ferro-Thomsen @ferrogate ferrogate.com

You live in a different world!

Them You


Martin Ferro-Thomsen @ferrogate ferrogate.com

So let me share 7 insights & regrets


Martin Ferro-Thomsen @ferrogate ferrogate.com

#1 Partners


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 1: Partners

Do you know them? • How to divide shares? • Will they stay on board? •


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 1: Partners

Remember Your new family! • Think about warrants and vesting •


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 1: Choose your partners with care

Hell is other people


Martin Ferro-Thomsen @ferrogate ferrogate.com

#2 Technology


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 2: Technology

Issuu alpha: Flex 2 • Hard to find developers • Performed really bad for certain things, but was good for others •


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 2: Choose technology with care


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 2: Choose technology with care

Remember Be visionary, not esoteric • Use the best and most common technology for the job •


Martin Ferro-Thomsen @ferrogate ferrogate.com

#3 Features


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 3: Features

“Feature creep is the rapid expanding of features in a product�


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 3: Features


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 3: Features

Design-driven vs. User-driven


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 3: Features

Remember Don’t obsess over details • Launch early, iterate • Always listen to users • Create value, not features •


Martin Ferro-Thomsen @ferrogate ferrogate.com

#4 The human factor


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 4: The human factor

Features do not make websites. People do.


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 4: The human factor

Crossing the chasm ‘Beachhead’, capture a niche, evolve from there • Beta testers as important as partners •


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 4: The human factor

Niche


Martin Ferro-Thomsen @ferrogate ferrogate.com

#5 Competitors


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 5: Competitors

Remember 9 out of 10 fail • Difficult to change path • Don’t be afraid. Be cool • You can only do your best •


Martin Ferro-Thomsen @ferrogate ferrogate.com

#6 Motivation


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 6: Motivation

The desert walk.


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 6: Motivation

What motivates you? To learn something? • To be part of a team? • To be famous? • To get rich? •


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 6: Motivation

Anxiety Challenges

Arousal

Worry Apathy

Flow Control

Boredom

Relaxation

Skills Source: Mihaly Csikszentmihalyi


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 6: Motivation

Remember Understand motivation • It’s the only engine that will carry you through •


Martin Ferro-Thomsen @ferrogate ferrogate.com

#7 Branding


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 7: Branding

Becoming a brand.


Martin Ferro-Thomsen @ferrogate ferrogate.com

Challenge # 7: Branding

Remember: Your brand Trademark it. • Build it. • Fake it, ‘till you make it. • Protect it, always. •


Martin Ferro-Thomsen @ferrogate ferrogate.com

The startup climate A lot has changed


Martin Ferro-Thomsen @ferrogate ferrogate.com

The double dip


Martin Ferro-Thomsen @ferrogate ferrogate.com

The double dip


Martin Ferro-Thomsen @ferrogate ferrogate.com

The double dip Investors: “It’s coming” • Will cut money supply all around • More focus on revenue •


Martin Ferro-Thomsen @ferrogate ferrogate.com

The Lean Startup

by Eric Ries

Less waste • Customer driven • Focus on revenue • Focus on reality, metrics and learning •


Martin Ferro-Thomsen @ferrogate ferrogate.com

The Lean Startup Minimal Viable Product

by Eric Ries


Martin Ferro-Thomsen @ferrogate ferrogate.com

The Lean Startup Startuplessonslearned.com leanstartup.pbworks.com

by Eric Ries


Martin Ferro-Thomsen @ferrogate ferrogate.com


Martin Ferro-Thomsen @ferrogate ferrogate.com

Final words Get proof of concept • Create a brand • Launch early • Focus on revenue • Be global •


The end... Don’t be shy www.ferrogate.com www.issuu.com


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