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
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issuu.com/mobile
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issuu.com/shelf
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issuu.com/adpages
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issuu.com/services
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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?
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“Emplotment�
A
B
C
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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
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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
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#5 Competitors
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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
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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
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The double dip
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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