Growing Your Engineering
Culture
Techsylvania, June 1st, 2014
Agenda
07/06/14 GetYourGuide AG 2
!   Overview of GetYourGuide
!   Company Background
!   Business Model & Market
!   Scal...
GetYourGuide Overview
Who we are & what we do
Our story starts in Switzerland in 2008
!   Original Idea
!   5 students from ETH Zurich
wanted to build a website where
students could offer tours in their
citie...
Pascal
Tobi
Martin
Johannes
Our first Christmas Party J
We built the website, launched it and
discovered....
We went back to the drawing board and
came up with…
!   Students & amateurs tour guides are a very
small market that is ha...
…that few people wanted to book travel
activities from unqualified amateurs
07/06/14 GetYourGuide AG 9
10
$24
$49
$20
$10
Market Size in Billion US$*
US
Europe
Asia Pacific
Rest of World
Travel Activities is a $100 Billion Marke...
Discovery
There Are Significant Challenges In
Connecting Consumers & Activity Suppliers
June 7, 2014 GetYourGuide AG 12
Su...
GetYourGuide Has Built an Efficient Two-
Sided Marketplace for Travel Activities
June 7, 2014 GetYourGuide AG 13
Suppliers...
GetYourGuide Offers the Largest Travel
Activities Inventory Worldwide
June 7, 2014 GetYourGuide AG 14
800+
10,600+5,300+
8...
120 City Cards
124 Snow +
Winter Sports
378 Rentals
913 Shore
Excursions
1011 Attraction
Tickets
1,079 Transfers
1,820 Cul...
Scaling the Engineering
Organization
Our Lessons Along the Way
Stage I: Everyone & Everything (3-8
people)
June 7, 2014 GetYourGuide AG 17
Stage I: Everyone & Everything
June 7, 2014 GetYourGuide AG 18
!  From 2010-2011 we were 5 people in a tiny
room and every...
Stage I failed, because we needed more
resources to handle growing complexity
!   As the code base grew and our system bec...
Stage II: Moving Towards Functional
Differentiation & Agile Development (8-20
people)
June 7, 2014 GetYourGuide AG 20
Desi...
Stage II: Moving Towards Functional
Differentiation & Agile Development
June 7, 2014 GetYourGuide AG 21
!   From 2011-2012...
Stage II failed, because we completely lost
track of engineering resource allocation
!   With increasing headcount in the ...
Stage III: The Truly Test Driven
Organization (20+ people)
June 7, 2014 GetYourGuide AG 23
Discovery	
  
Product	
  
Manag...
The Problem with the HIPPO (aka Highest
Paid Person’s Opinion)
June 7, 2014 GetYourGuide AG 24
Stage III: The Truly Test Driven
Development
June 7, 2014 GetYourGuide AG 25
!   From 2013 onwards we built a matrix organ...
We don’t listen to opinions, we look at
data!
June 7, 2014 GetYourGuide AG 26
Building A Sustainable
Culture
…and why it matters to your
engineers!
What is NOT part of the culture…
!   Pizza & Beer Events
! Hackathons
!   Offering English Classes
!   A Yoga Teacher
!   ...
02/25/14 GetYourGuide AG
Passion Commitment Learning Clarity Positivity
Our Values
Our Mission
We want our customers to enjoy the fun part of
the trip!
June 7, 2014 GetYourGuide AG 30
Summary: Our Key Learnings in Growing
the Engineering Culture
!   Structure follows Strategy
!   Formulate a clear product...
Thanks for your time
Stay Curious!
Upcoming SlideShare
Loading in...5
×

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

13,956

Published on

http://techsylvania.co

0 Comments
13 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
13,956
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
13
Embeds 0
No embeds

No notes for slide

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

  1. 1. Growing Your Engineering Culture Techsylvania, June 1st, 2014
  2. 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. 3. GetYourGuide Overview Who we are & what we do
  4. 4. Our story starts in Switzerland in 2008
  5. 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. 6. Pascal Tobi Martin Johannes Our first Christmas Party J
  7. 7. We built the website, launched it and discovered....
  8. 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. 9. …that few people wanted to book travel activities from unqualified amateurs 07/06/14 GetYourGuide AG 9
  10. 10. 10
  11. 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. 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. 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. 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. 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. 16. Scaling the Engineering Organization Our Lessons Along the Way
  17. 17. Stage I: Everyone & Everything (3-8 people) June 7, 2014 GetYourGuide AG 17
  18. 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. 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. 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. 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. 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. 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. 24. The Problem with the HIPPO (aka Highest Paid Person’s Opinion) June 7, 2014 GetYourGuide AG 24
  25. 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. 26. We don’t listen to opinions, we look at data! June 7, 2014 GetYourGuide AG 26
  27. 27. Building A Sustainable Culture …and why it matters to your engineers!
  28. 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. 29. 02/25/14 GetYourGuide AG Passion Commitment Learning Clarity Positivity Our Values
  30. 30. Our Mission We want our customers to enjoy the fun part of the trip! June 7, 2014 GetYourGuide AG 30
  31. 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. 32. Thanks for your time Stay Curious!

×