The document describes how the founder of Corporate Look and Evly, Eric Edelstein, pivoted his business 6 weeks ago by throwing out everything they had created to date and starting over. Their new product, developed through the pivot, is flexible i-frames that can be used to build Facebook apps, widgets, and mobile apps. The pivot has been successful so far, with their first paid customer coming 12 weeks later and now having customers 6 months later. The document encourages ignoring the South African mentality of disrespecting failure and instead embracing pivoting like in Silicon Valley when the market changes.

1. 12% of Net Prophet
attendees
re-tweeted this
The Pivot

2. Who is @EricEdelstein ? Yes, that really is
my twitter name
Until 6 weeks ago
(actually 5 weeks, 4 days, & 7 hours)
I was the proud
co-founder of:
Corporate
Look
In the Office
Look

3. Now I’m
a proud father…

5. Customers to @evly and @EricEdelstein:
“If this was on our Facebook Fan
Page, or if we could use this on
our website, we’d use it
tomorrow!”

6. Venture Capitalists
to
@EricEdelstein
“If this was on
Facebook as an
app, this would be
an awesome
business”

7. Question: Do we start again (aka. Pivot)
• South African’s don’t respect failure!
• In Silicon Valley, it’s the other way round!
Changing the entire
direction of a business
driven by changes in
the market and based
• Failure means: on its current
position, without
– Lesson’s learned detaching from it.
– Experience gained
– Less Risk for VC’s the next time round

8. We chose the Silicon Valley route.
That means we threw out nearly
everything we had created to
date, and started again.

9. Let me repeat that!!!
• Coz it’s HECTIC
We threw out nearly
everything we had created
to date, and started again.

10. The evly Pivot
• Pre-developed, flexible i-frames
– Set up a Facebook App for your Fan Page in less than an hour
• Set-up wizards
• Customisation Your Facebook fans can
generate ideas for
• Admin management tools you, solve problems, and
• Viral features design anything!
• All i-frames developed to
• engage, entertain & crowdsource anything

11. 12 Weeks later we had our 1st paid customer.
It’s now been 6 months…
& our iFrames are being used…
as Facebook Apps, as Widgets on websites, & Mobile Apps
by…

16. TAKE AWAY
• Ignore the South African mentality on failing
• I actually don’t believe most of us think that way
(we all just have a perception that we all think that way!)
• If you’re going to fail, fail fast
• but learn fast
• And with the remainder of your funding, pivot

17. QUESTIONS? NO TIME! 
Want to know more about PIVOTING?
eric@evly.com
Want me to come to your office to demo our
NEW
wtf? Ask the
POST PIVOT person next to
software to you? you…
eric@evly.com
Pivot A1 Okay