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