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BoS2015 Robert J Moore - Looking Good for Fun and Profit. When Does Your Company’s Identity Matter?

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When Does Your Company’s Identity Matter?

How do you create a visual identity for your business when a sense of style isn’t in your DNA? This was the challenge faced by the founders of RJMetrics, who set out to disrupt an industry where appearance is everything. CEO and co-founder Bob Moore will step through the evolution of the RJMetrics brand from attic startup to SaaS powerhouse. The lessons learned along the way go far deeper than just pixels on a screen.

Published in: Software
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BoS2015 Robert J Moore - Looking Good for Fun and Profit. When Does Your Company’s Identity Matter?

  1. 1. Looking Good for Fun and Profit: Evolving A Visual Identity Business of Software 2015 | Boston | September 21st, 2015 Robert J. Moore
  2. 2. rjmetrics.com Before we begin… Disclaimer
  3. 3. rjmetrics.com “During digestion, your body breaks down the nutrients in food. This causes a rise in blood sugar that triggers your pancreas to release insulin into the bloodstream. Insulin increases the amount of serotonin and melatonin that flood the brain, two chemicals associated with drowsiness.” -Science Hope You Enjoyed Lunch
  4. 4. rjmetrics.com Willpower Depletion “The longer we work on mentally strenuous tasks, the more mental energy we expend, and eventually we’ll run out and start falling back to these easy — and often wrong — default decisions.” -Also Science
  5. 5. rjmetrics.com Willpower Depletion “The longer we work on mentally strenuous tasks, the more mental energy we expend, and eventually we’ll run out and start falling back to these easy — and often wrong — default decisions.” -Also Science
  6. 6. rjmetrics.com If you feel yourself getting sleepy during this talk… Disclaimer
  7. 7. rjmetrics.com If you feel yourself getting sleepy during this talk… If you feel, with each minute that goes by, you are somehow dumber than before I started talking… Disclaimer
  8. 8. rjmetrics.com If you feel yourself getting sleepy during this talk… If you feel, with each minute that goes by, you are somehow dumber than before I started talking… blame science! Disclaimer
  9. 9. Looking Good for Fun and Profit: Evolving A Visual Identity Business of Software 2015 | Boston | September 21st, 2015 Robert J. Moore
  10. 10. rjmetrics.com At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBI Our Core Product RJMetrics Pipeline Beta Release Date: 10/6/2015 The RJMetrics Mission
  11. 11. rjmetrics.com We are 130 people who are crazy… about data. We Love Data
  12. 12. @robertjmoore We started out just like any other company: a few passionate people with a big idea
  13. 13. @robertjmoore But what happens when you grow?
  14. 14. Everything Breaks
  15. 15. rjmetrics.com What Breaks?
  16. 16. rjmetrics.com What Breaks? Communication!
  17. 17. rjmetrics.com What Breaks? Communication! Management Style!
  18. 18. rjmetrics.com What Breaks? Communication! Management Style! Recruiting!
  19. 19. rjmetrics.com What Breaks? Communication! Management Style! Recruiting! Compensation!
  20. 20. rjmetrics.com What Breaks? Communication! Management Style! Recruiting! Compensation!
  21. 21. rjmetrics.com What Breaks? Communication! Management Style! Recruiting! Compensation! Workflows!
  22. 22. rjmetrics.com What Breaks? Communication! Management Style! Recruiting! Compensation! Workflows! Office Space!
  23. 23. rjmetrics.com Communication! Management Style! Recruiting! Compensation! Workflows! Office Space! …how about identity? What Breaks?
  24. 24. rjmetrics.com Company DNA: The most potent attributes of the founding team. Common Convention: this identity sticks with a company forever. My Take: This is a weak metaphor. Company DNA mutates in its own lifetime. What is company “DNA”?
  25. 25. rjmetrics.com Our story is just one case study on how company DNA can evolve. We’ve changed a lot. We’ve also made a lot of mistakes. I hope you can learn from the story. RJMetrics DNA
  26. 26. So, what was in our DNA?
  27. 27. @robertjmoore Frugality.
  28. 28. @robertjmoore Frugality. To a fault.
  29. 29. @robertjmoore Frugality. To a fault.
  30. 30. @robertjmoore
  31. 31. @robertjmoore County Prison State Prison
  32. 32. @robertjmoore $400/mo? Sold! State Prison County Prison
  33. 33. What was not in our DNA
  34. 34. Clown Tie Wrinkled MC Hammer Pants
  35. 35. Act I: Outsourcing
  36. 36. rjmetrics.com Fake It Until You Make It What do you do if style isn’t in your DNA?
  37. 37. rjmetrics.com You buy it! …but what if you’re a broke company? Fake It Until You Make It
  38. 38. @robertjmoore You outsource it!
  39. 39. @robertjmoore
  40. 40. @robertjmoore
  41. 41. @robertjmoore
  42. 42. @robertjmoore
  43. 43. @robertjmoore
  44. 44. rjmetrics.com We were disrupting an industry as old as software itself The bar for design and UX was low No Pressure
  45. 45. rjmetrics.com
  46. 46. rjmetrics.com
  47. 47. rjmetrics.com
  48. 48. rjmetrics.com Standards for consumer use impacted expectations for business use “Consumerization of the enterprise” By 2008, Our Founding Year
  49. 49. rjmetrics.com We grew. We started hiring. Our needs evolved, and our DNA did too. Meanwhile…
  50. 50. rjmetrics.com Meanwhile… External Pressure
  51. 51. rjmetrics.com We A/B Tested our Want Ads Meanwhile… External Pressure
  52. 52. rjmetrics.com We A/B Tested our Want Ads Few job hunters are as risk-seeking as startup founders. Frugality gave way to convenience and security. Meanwhile… External Pressure
  53. 53. rjmetrics.com We Moved to Philly. Founder DNA Evolves, Too
  54. 54. Act II: Hired Guns
  55. 55. rjmetrics.com RJMetrics: A Philadelphia Company Still No Designer On Staff Meanwhile…
  56. 56. rjmetrics.com Borrowing From Our Mentors…
  57. 57. @robertjmoore Website Redesign “Can you throw in a logo?”
  58. 58. @robertjmoore
  59. 59. @robertjmoore
  60. 60. @robertjmoore
  61. 61. @robertjmoore
  62. 62. @robertjmoore
  63. 63. rjmetrics.com Self Analysis
  64. 64. @robertjmoore
  65. 65. Act III: Identity
  66. 66. @robertjmoore DNA Mutation Frugality Became Efficiency
  67. 67. @robertjmoore “We need a new visual identity.”
  68. 68. @robertjmoore
  69. 69. @robertjmoore
  70. 70. @robertjmoore
  71. 71. @robertjmoore
  72. 72. @robertjmoore
  73. 73. @robertjmoore
  74. 74. @robertjmoore
  75. 75. @robertjmoore
  76. 76. @robertjmoore
  77. 77. @robertjmoore
  78. 78. @robertjmoore Risky click of the day…
  79. 79. @robertjmoore Risky click of the day…
  80. 80. @robertjmoore
  81. 81. @robertjmoore
  82. 82. @robertjmoore Google customer survey results:
  83. 83. @robertjmoore Google customer survey results:
  84. 84. @robertjmoore What do we do? Abandon the dodecahedron? Hang our heads in shame?
  85. 85. @robertjmoore
  86. 86. @robertjmoore 50,000 uniques 0.1% view-to-SQL 50 SQLs 19.8% SQL-to-paid 10 paying clients $20k ARR ACV $200k of new ARR/year 15x ARR Multiple (w00t!) $3MM of Equity Value
  87. 87. @robertjmoore
  88. 88. rjmetrics.com A Secret Society…
  89. 89. rjmetrics.com A Secret Society…
  90. 90. rjmetrics.com A Secret Society…
  91. 91. @robertjmoore
  92. 92. rjmetrics.com Lesson: Hackathons Are For Hacking
  93. 93. Epilogue: Dodeca Pride
  94. 94. @robertjmoore
  95. 95. rjmetrics.com Identity Is a Part of Culture Inputs: • How people treat each other • Your core values Outputs: • Perks • Identity Mixing these up is a common mistake We didn’t find identity until we found ourselves
  96. 96. @robertjmoore
  97. 97. rjmetrics.com Doubling Every Year = Perpetual Newness
  98. 98. rjmetrics.com
  99. 99. rjmetrics.com At RJMetrics, our mission is to inspire and empower data driven people RJMetrics CloudBIRJMetrics Pipeline The RJMetrics Mission
  100. 100. @robertjmoore rmoore@rjmetrics.com @robertjmoore rjmetrics.com Q&A

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