Johannes Reck, CEO, GetYourGuide - Growing Your Engineering Culture – What GetYourGuide Learned While Scaling Up From 5 to 100 people

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  • 1. Growing Your Engineering Culture Techsylvania, June 1st, 2014
  • 2. Agenda 07/06/14 GetYourGuide AG 2 !   Overview of GetYourGuide !   Company Background !   Business Model & Market !   Scaling the Engineering Organization !   3 Stages of Growing an Engineering Organization !   The Truly Test Driven Organization !   Building a Sustainable Culture !   Our Values & Our Mission
  • 3. GetYourGuide Overview Who we are & what we do
  • 4. Our story starts in Switzerland in 2008
  • 5. !   Original Idea !   5 students from ETH Zurich wanted to build a website where students could offer tours in their cities !   Travelers around the world could book these unique activities !   The Team !   Founding team: Pascal, Tobi, Johannes, Martin & Tao !   Everyone worked on the project every night and on the weekends Five students started a project with the goal to connect travelers with locals
  • 6. Pascal Tobi Martin Johannes Our first Christmas Party J
  • 7. We built the website, launched it and discovered....
  • 8. We went back to the drawing board and came up with… !   Students & amateurs tour guides are a very small market that is hard to scale !   There are hundred-thousands of activity suppliers, museums, attractions and sightseeing tour operators around the world !   There is no platform to aggregate and sell all these amazing services online June 7, 2014 www.GetYourGuide.com 8
  • 9. …that few people wanted to book travel activities from unqualified amateurs 07/06/14 GetYourGuide AG 9
  • 10. 10
  • 11. $24 $49 $20 $10 Market Size in Billion US$* US Europe Asia Pacific Rest of World Travel Activities is a $100 Billion Market Opportunity !   Key Facts !   Bigger than the car rental & cruise industries combined !   The addressable online market is 25%, growing at 13% YoY !   Online aggregators own a tiny fraction of the market !   Average margins are greater than 20% June 7, 2014 GetYourGuide AG 11 *) PhoCusWright Study “What they do when they get there” 2011 & 2013
  • 12. Discovery There Are Significant Challenges In Connecting Consumers & Activity Suppliers June 7, 2014 GetYourGuide AG 12 Suppliers Customers •  Difficult to find & compare activities •  Suppliers have limited marketing capabilities •  No Distribution to Online Travel Players Trust •  Little reviews, vetting and varying quality of activities •  Anxiety to miss the best part of the trip •  Very hard to differentiate USPs against competition in an opaque market Transaction •  Cannot book mobile, online or last-minute •  Dependent on same day offline bookings •  Very limited reservation, ticketing & yield technology G A P
  • 13. GetYourGuide Has Built an Efficient Two- Sided Marketplace for Travel Activities June 7, 2014 GetYourGuide AG 13 Suppliers Suppliers  upload  and   self-­‐manage  the   product  inventory   GetYourGuide  quality  controls,  op/mizes  &  translates  the  content.  We  also   add  professional  video  &  photo  content.       OTAs,  Tour  Operators   etc.  drive  traffic  &   cross-­‐sell  our  products     Partner Network Customers 35-­‐65  year  old  travelers,   spending  $160  per  basket   Get Your Guide
  • 14. GetYourGuide Offers the Largest Travel Activities Inventory Worldwide June 7, 2014 GetYourGuide AG 14 800+ 10,600+5,300+ 800+ 4,000+ 2,000+
  • 15. 120 City Cards 124 Snow + Winter Sports 378 Rentals 913 Shore Excursions 1011 Attraction Tickets 1,079 Transfers 1,820 Culinary + Nightlife 3,089 Outdoor ActivitiesJune 7, 2014 GetYourGuide AG 15 Our Inventory Ranges Across Different Categories of Travel Activities
  • 16. Scaling the Engineering Organization Our Lessons Along the Way
  • 17. Stage I: Everyone & Everything (3-8 people) June 7, 2014 GetYourGuide AG 17
  • 18. Stage I: Everyone & Everything June 7, 2014 GetYourGuide AG 18 !  From 2010-2011 we were 5 people in a tiny room and everyone was involved in all engineering projects (full-stack). All decision making was in a group setting. !  The progress & development speed was insane. It all ended when we hired more engineers.
  • 19. Stage I failed, because we needed more resources to handle growing complexity !   As the code base grew and our system became more complex, our development speed for the individual parts of the system decreased !   Initiatives: !   Hire more people !   Get more functional knowledge on board (e.g. design & front-end) June 7, 2014 GetYourGuide AG 19
  • 20. Stage II: Moving Towards Functional Differentiation & Agile Development (8-20 people) June 7, 2014 GetYourGuide AG 20 Design  &  Front-­‐End   Building  the   iniGal  prototype   &  front-­‐end   implementaGon   Engineering   Figuring  out   technical  specs   &  ImplemenGng   the  feature  on   the  back-­‐end     Quality  Assurance   TesGng  on  the   live  system  &   making  sure   that  it  scales    
  • 21. Stage II: Moving Towards Functional Differentiation & Agile Development June 7, 2014 GetYourGuide AG 21 !   From 2011-2012 we built out a functionally differentiated engineering organization !   This allowed us to improve the functional expertise on each layer of the platform !   We started working with JavaScript libraries on the front- end (e.g. Backbone.js, JSON) !   We built more scalable processes on the back-end
  • 22. Stage II failed, because we completely lost track of engineering resource allocation !   With increasing headcount in the engineering team and only one general backlog, your development loses focus & control. You end up over-staffed in “nowhere-land” !   Initiatives: !   Come up with a clear strategy !   Group the teams according to focus areas !   Set KPIs, Objectives & Key Results June 7, 2014 GetYourGuide AG 22
  • 23. Stage III: The Truly Test Driven Organization (20+ people) June 7, 2014 GetYourGuide AG 23 Discovery   Product   Management   Design   Front-­‐End   Back-­‐End   Conversion   Funnel   Product   Management   Design   Front-­‐End     Back-­‐End   Mobile   Apps   Product   Management   Design   iOS   Android   Scalability   DevOps   Back-­‐End   Support   What’s   Next?  
  • 24. The Problem with the HIPPO (aka Highest Paid Person’s Opinion) June 7, 2014 GetYourGuide AG 24
  • 25. Stage III: The Truly Test Driven Development June 7, 2014 GetYourGuide AG 25 !   From 2013 onwards we built a matrix organization, where small teams are dedicated to specific parts of the product !   We had huge increases in productivity, output & customer satisfaction: !   On any given day, we launch more than half a dozen tests on the website !   Any iteration is evaluated based on a set of consumer related KPIs !   If we find something interesting, we start digging in…
  • 26. We don’t listen to opinions, we look at data! June 7, 2014 GetYourGuide AG 26
  • 27. Building A Sustainable Culture …and why it matters to your engineers!
  • 28. What is NOT part of the culture… !   Pizza & Beer Events ! Hackathons !   Offering English Classes !   A Yoga Teacher !   Having an Office Dog June 7, 2014 GetYourGuide AG 28
  • 29. 02/25/14 GetYourGuide AG Passion Commitment Learning Clarity Positivity Our Values
  • 30. Our Mission We want our customers to enjoy the fun part of the trip! June 7, 2014 GetYourGuide AG 30
  • 31. Summary: Our Key Learnings in Growing the Engineering Culture !   Structure follows Strategy !   Formulate a clear product strategy !   Build a mission oriented team structure that supports the strategy !   Formulate clear KPIs, Objectives & Key Results !   Move towards test driven development !   Get rid of the HIPPO !   The only opinion that counts is the consumer data !   Build a strong culture !   Define the values on how you want to work together June 7, 2014 GetYourGuide AG 31
  • 32. Thanks for your time Stay Curious!