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I was invited to keynote for Democamp, talking about "Issuu Behind The Scenes: Making Digital Publishing Beautiful by the Billions"
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Issuu Behind The ScenesMaking Digital Publishing Beautiful by the Billions
Martin Ferro-ThomsenCo-Founder, Head of Communications, Issuu
MA Culture and Communicationw: ferrogate.comb: blog.ferrogate.comt: @ferrogate
The story so farThe early days and beyond
Martin Ferro-Thomsen @ferrogate ferrogate.com
Martin Ferro-Thomsen @ferrogate ferrogate.com
Martin Ferro-Thomsen @ferrogate ferrogate.com
The pitch
Martin Ferro-Thomsen @ferrogate ferrogate.com
The pitch
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
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
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”
Martin Ferro-Thomsen @ferrogate ferrogate.com
A B C
But life has no plotA 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
Martin Ferro-Thomsen @ferrogate ferrogate.com
You
You live in a different world!
Them
So let me share 7insights & regrets
Martin Ferro-Thomsen @ferrogate ferrogate.com
Martin Ferro-Thomsen @ferrogate ferrogate.com
#1Partners
• 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: Partners
Martin Ferro-Thomsen @ferrogate ferrogate.com
Challenge # 1: Choose your partners with care
Hell is other people
Martin Ferro-Thomsen @ferrogate ferrogate.com
#2Technology
• 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: Technology
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
Challenge # 2: Choose technology with care
Martin Ferro-Thomsen @ferrogate ferrogate.com
#3Features
Martin Ferro-Thomsen @ferrogate ferrogate.com
“Feature creep is the rapid expanding of features in a product”
Challenge # 3: Features
Martin Ferro-Thomsen @ferrogate ferrogate.com
Challenge # 3: Features
Martin Ferro-Thomsen @ferrogate ferrogate.com
Design-drivenvs.User-driven
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
Challenge # 3: Features
Martin Ferro-Thomsen @ferrogate ferrogate.com
#4The human factor
Martin Ferro-Thomsen @ferrogate ferrogate.com
Features do not make websites.People do.
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
Martin Ferro-Thomsen @ferrogate ferrogate.com
Niche
Challenge # 4: The human factor
Martin Ferro-Thomsen @ferrogate ferrogate.com
#5Competitors
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
Challenge # 5: Competitors
Martin Ferro-Thomsen @ferrogate ferrogate.com
#6Motivation
Martin Ferro-Thomsen @ferrogate ferrogate.com
The desert walk.
Challenge # 6: Motivation
Martin Ferro-Thomsen @ferrogate ferrogate.com
What motivates you?
• To learn something?• To be part of a team?• To be famous?• To get rich?
Challenge # 6: Motivation
Martin Ferro-Thomsen @ferrogate ferrogate.com
Skills
Challenges
Apathy Boredom Relaxation
Worry
Anxiety Arousal Flow
Control
Source: Mihaly Csikszentmihalyi
Challenge # 6: Motivation
Remember
• Understand motivation• It’s the only engine that will carry you through
Martin Ferro-Thomsen @ferrogate ferrogate.com
Challenge # 6: Motivation
Martin Ferro-Thomsen @ferrogate ferrogate.com
#7Branding
Martin Ferro-Thomsen @ferrogate ferrogate.com
Becoming a brand.
Challenge # 7: Branding
Martin Ferro-Thomsen @ferrogate ferrogate.com
Remember: Your brand
• Trademark it. • Build it.• Fake it, ‘till you make it.• Protect it, always.
Challenge # 7: Branding
The startup climateA 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
• Less waste• Customer driven• Focus on revenue• Focus on reality, metrics and learning
Martin Ferro-Thomsen @ferrogate ferrogate.com
by Eric Ries
The Lean Startup
Martin Ferro-Thomsen @ferrogate ferrogate.com
MinimalViable Product
by Eric Ries
The Lean Startup
Startuplessonslearned.comleanstartup.pbworks.com
Martin Ferro-Thomsen @ferrogate ferrogate.com
by Eric Ries
Martin Ferro-Thomsen @ferrogate ferrogate.com
Final words
• Get proof of concept• Create a brand• Launch early• Focus on revenue• Be global
Martin Ferro-Thomsen @ferrogate ferrogate.com
The end... Don’t be shywww.ferrogate.comwww.issuu.com