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Going global from a small country
Krister Haav, Product Lead, Toggl
Humble beginnings
Started out in 2000
Consultancy company
Local enterprises
Local market, local economy
Small market swings
Birth of Toggl
Born from own need
Beta early 2006
Encouraging initial traction
Revenue coming in from mid-2006
Pet project unfortunately
Ramping up
2008 recession changed landscape
Dedicated team from 2009
Growing revenues 200-300%
Closing down concultancy in 2011
Firing clients is hard!
Life as a global product company
There is no home market
Conversely, there are no foreign markets
Have a good product
Have even better marketing
Don’t over-engineer
Changing company
From engineering company to marketing company
Growing team
More specialization
More international
No more hippies :(
Toggl as of now
2015 turnover 3.2M EUR
Profitability 40%
50% of users in North America
Team of 40 people
Almost half remote
Short how-to
Lot of competition = lots of market
Create a good product you’d use yourself
Hire a good team - globally
Treat support as sales team
Use creative guerilla marketing, don’t just spend on ads
www.toggl.com

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Going global from small country

  • 1. Going global from a small country Krister Haav, Product Lead, Toggl
  • 2. Humble beginnings Started out in 2000 Consultancy company Local enterprises Local market, local economy Small market swings
  • 3. Birth of Toggl Born from own need Beta early 2006 Encouraging initial traction Revenue coming in from mid-2006 Pet project unfortunately
  • 4. Ramping up 2008 recession changed landscape Dedicated team from 2009 Growing revenues 200-300% Closing down concultancy in 2011 Firing clients is hard!
  • 5. Life as a global product company There is no home market Conversely, there are no foreign markets Have a good product Have even better marketing Don’t over-engineer
  • 6. Changing company From engineering company to marketing company Growing team More specialization More international No more hippies :(
  • 7. Toggl as of now 2015 turnover 3.2M EUR Profitability 40% 50% of users in North America Team of 40 people Almost half remote
  • 8. Short how-to Lot of competition = lots of market Create a good product you’d use yourself Hire a good team - globally Treat support as sales team Use creative guerilla marketing, don’t just spend on ads