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Company  Building  
Keeping  your  startup  DNA  when  you  grow  your  
business
Jonathon  Southam,  Business  Development
Startup  Community,  AWS
George  Berkowski,  CEO  IceCream
Company  Building
And  yet…
Total  #  AirBnB Guests
Brian
“What  is  the  single  most  important  
piece  of  advice  for  us?”
Peter
“Don’t  ‘****’  up  the  Culture”
https://medium.com/working-­life/597cde9ee9d4
“The  culture  is  what  creates  the  
foundation  for  all  future  innovation.  If  
you  break  the  culture,  you  break  the  
machine  that  creates  your  products.”
Brian  Chesky,  Founder
https://medium.com/working-­life/597cde9ee9d4
“The  product  is  the  product.  
The  culture  is  the  next  hundred  products”  
Phil  Libin,  CEO
www.fastcompany.com/3012870/dialed/evernotes-­quest-­to-­become-­a-­100-­year-­old-­startup
How  do  you  keep  Startup  DNA??  
How  do  you  build  it  into  your  Culture  
as  you  scale  your  business?  
When  you  get  started
#  3  Investor  Pitch  Deck
Biggest  Challenge  =  Finding  People
#  1  Customer  Pitch  Deck
#  2  Employee Pitch  Deck
ABH
‘Always  Be  Hiring’
Location  Name
A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO  
ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA)
givemeicecream.com
George  Berkowski,  CEO,  IceCream,  Author  'How  to  build  a  billion  dollar  app',  
formally  Head  of  Product  at  Hailo.
Location  Name
A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO  
ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA)
‘A  must  read  for  anyone  
who  wants  to  start  a  
mobile  app  business’
-­ CEO  King  Digital  
(maker  of  Candy  Crush  Saga)
‘A  compulsively  
readable  business  book’
-­ Jeffrey  Rayport
(Harvard  Business  School)
"A  company  becomes  the  people  it  hires,  
not  what  it  plans."
Vinod  Khosla
When  you  are  scaling
“Good  culture  creates  an  environment  
where  people  can  do  their  best  work”
Mike  Curtis,  VP  Engineering,  Airbnb
http://nerds.airbnb.com/engineering-­culture-­airbnb/
Organization
Structured  teams,  fluid  responsibilities
Process
Example:  Code  Review  Process
When  you  are  at  scale
f(innovation)  =
(mechanisms *  culture)
(org  *  arch)
customer  obsession
ownership
invent  and simplify
are  right,  a  lot
hire  and  develop the  best
insist on  highest  standards
think big
bias  for  action
frugality
vocally self  critical
earn trust
dive deep
have backbone;;  disagree &  commit
deliver results
amazon leadership principles
Ownership
Leaders  are  owners.  They  think  long  term  and  don’t  sacrifice  long-­term  
value  for  short-­term  results.  They  act  on  behalf  of  the  entire  company,  
beyond  just  their  own  team.  They  never  say  “that’s  not  my  job."  
DevOps
two pizza teams
dive deep
Leaders  operate  at  all  levels,  stay  connected  to  the  details,  and  audit  
frequently.  No  task  is  beneath  them.
Weekly  ops  metric  meetings
a scorecard for  each  service  team
a graph for  every  metric  that  customers  care  about
each  graph  has  a  line…fitness function
Correction  of  Error  (COE)  process
Amazon  has  a  very  metrics-­driven  culture
But  then  TJ  gets  an  unexpected  
e-­mail  from  Amazon...
“We  noticed  that  you  
experienced  poor  video  
playback.  We’re  sorry  for  
the  inconvenience  and  
have  issued  you  a  refund  
for  $3.99”
http://consumerist.com/2013/05/02/amazon-­notices-­our-­streaming-­video-­was-­glitchy-­proactively-­issues-­refund/
customer obsession
Leaders  start  with  the  customer  and  work  backwards.  They  work  
vigorously  to  earn  and  keep  customer  trust.  Although  leaders  pay  
attention  to  competitors,  they  obsess  over  customers.  
Press  release to  capture  the  customer  
perspective#1
FAQ  to  answer  any  questions  a  customer  
might have#2
Press  release to  capture  the  customer  
perspective#1
FAQ  to  answer  any  questions  a  customer  
might have#2
Start  finding  the  right  ‘primitives’#3
Launch,  then  iterate fast  &  often#4
Rate  of  Experimentation
11.6s
Average  time  
between  
deployments  
(weekday)
1,079
Max  number  of  
deployments  in  a  
single  hour
(or  approx every  
3  seconds)
30,000
Max  number  of  
instances  
simultaneously  
receiving  a  
deployment  
Speed  of  deployments  at  amazon.com
May  2011
Culture
Mechanisms
Organization
Architecture
Startup  DNA
Company  Building  
Keeping  your  startup  DNA  when  you  grow  your  business
George  Berkowski,  CEO  IceCream
(Former  Head  of  Product,  Hailo)
Location  Name
A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO  
ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA)
givemeicecream.com
George  Berkowski,  CEO,  IceCream,  Author  'How  to  build  a  billion  dollar  app',  
formally  Head  of  Product  at  Hailo.
Location  Name
Scaling  Agile  @  HAILO  to  18  Cities
Company  Building  
Keeping  your  startup  DNA  when  you  grow  your  
business
jsoutham@amazon.co.uk,  @jonathonsoutham
George@ice.cm,  @georgeberkowski

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Keeping Your Startup DNA - Startup Talks June 2015

  • 1. Company  Building   Keeping  your  startup  DNA  when  you  grow  your   business Jonathon  Southam,  Business  Development Startup  Community,  AWS George  Berkowski,  CEO  IceCream
  • 2.
  • 5.
  • 7. Brian “What  is  the  single  most  important   piece  of  advice  for  us?” Peter “Don’t  ‘****’  up  the  Culture” https://medium.com/working-­life/597cde9ee9d4
  • 8. “The  culture  is  what  creates  the   foundation  for  all  future  innovation.  If   you  break  the  culture,  you  break  the   machine  that  creates  your  products.” Brian  Chesky,  Founder https://medium.com/working-­life/597cde9ee9d4
  • 9. “The  product  is  the  product.   The  culture  is  the  next  hundred  products”   Phil  Libin,  CEO www.fastcompany.com/3012870/dialed/evernotes-­quest-­to-­become-­a-­100-­year-­old-­startup
  • 10. How  do  you  keep  Startup  DNA??   How  do  you  build  it  into  your  Culture   as  you  scale  your  business?  
  • 11. When  you  get  started
  • 12. #  3  Investor  Pitch  Deck Biggest  Challenge  =  Finding  People #  1  Customer  Pitch  Deck #  2  Employee Pitch  Deck
  • 14. Location  Name A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO   ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA) givemeicecream.com George  Berkowski,  CEO,  IceCream,  Author  'How  to  build  a  billion  dollar  app',   formally  Head  of  Product  at  Hailo.
  • 15. Location  Name A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO   ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA) ‘A  must  read  for  anyone   who  wants  to  start  a   mobile  app  business’ -­ CEO  King  Digital   (maker  of  Candy  Crush  Saga) ‘A  compulsively   readable  business  book’ -­ Jeffrey  Rayport (Harvard  Business  School)
  • 16. "A  company  becomes  the  people  it  hires,   not  what  it  plans." Vinod  Khosla
  • 17.
  • 18. When  you  are  scaling
  • 19. “Good  culture  creates  an  environment   where  people  can  do  their  best  work” Mike  Curtis,  VP  Engineering,  Airbnb http://nerds.airbnb.com/engineering-­culture-­airbnb/
  • 22. When  you  are  at  scale
  • 23. f(innovation)  = (mechanisms *  culture) (org  *  arch)
  • 24. customer  obsession ownership invent  and simplify are  right,  a  lot hire  and  develop the  best insist on  highest  standards think big bias  for  action frugality vocally self  critical earn trust dive deep have backbone;;  disagree &  commit deliver results amazon leadership principles
  • 25. Ownership Leaders  are  owners.  They  think  long  term  and  don’t  sacrifice  long-­term   value  for  short-­term  results.  They  act  on  behalf  of  the  entire  company,   beyond  just  their  own  team.  They  never  say  “that’s  not  my  job."  
  • 28. dive deep Leaders  operate  at  all  levels,  stay  connected  to  the  details,  and  audit   frequently.  No  task  is  beneath  them.
  • 29. Weekly  ops  metric  meetings a scorecard for  each  service  team a graph for  every  metric  that  customers  care  about each  graph  has  a  line…fitness function Correction  of  Error  (COE)  process Amazon  has  a  very  metrics-­driven  culture
  • 30. But  then  TJ  gets  an  unexpected   e-­mail  from  Amazon... “We  noticed  that  you   experienced  poor  video   playback.  We’re  sorry  for   the  inconvenience  and   have  issued  you  a  refund   for  $3.99” http://consumerist.com/2013/05/02/amazon-­notices-­our-­streaming-­video-­was-­glitchy-­proactively-­issues-­refund/
  • 31. customer obsession Leaders  start  with  the  customer  and  work  backwards.  They  work   vigorously  to  earn  and  keep  customer  trust.  Although  leaders  pay   attention  to  competitors,  they  obsess  over  customers.  
  • 32. Press  release to  capture  the  customer   perspective#1 FAQ  to  answer  any  questions  a  customer   might have#2
  • 33. Press  release to  capture  the  customer   perspective#1 FAQ  to  answer  any  questions  a  customer   might have#2 Start  finding  the  right  ‘primitives’#3 Launch,  then  iterate fast  &  often#4
  • 35.
  • 36. 11.6s Average  time   between   deployments   (weekday) 1,079 Max  number  of   deployments  in  a   single  hour (or  approx every   3  seconds) 30,000 Max  number  of   instances   simultaneously   receiving  a   deployment   Speed  of  deployments  at  amazon.com May  2011
  • 38. Company  Building   Keeping  your  startup  DNA  when  you  grow  your  business George  Berkowski,  CEO  IceCream (Former  Head  of  Product,  Hailo)
  • 39. Location  Name A  must  read  for  anyone  who  wants  to  start  a  mobile  app  business’  RICCARDO   ZACCONI,  FOUNDER  AND  CEO  KING  DIGITAL  (MAKER  OF  CANDY  CRUSH  SAGA) givemeicecream.com George  Berkowski,  CEO,  IceCream,  Author  'How  to  build  a  billion  dollar  app',   formally  Head  of  Product  at  Hailo.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. Scaling  Agile  @  HAILO  to  18  Cities
  • 46.
  • 47.
  • 48. Company  Building   Keeping  your  startup  DNA  when  you  grow  your   business jsoutham@amazon.co.uk,  @jonathonsoutham George@ice.cm,  @georgeberkowski