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Service2media venturelab

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Service2Media started in 2005 and has grown to over 110 employees with offices internationally. It began with 4 founders using their own money to develop their first product. While growth was challenging due to lack of funding and an unready market, they found their first customer and angel investor. The company has expanded into new markets and transitioned to a global products company, looking to further growth with a VC. Key lessons included focus, perseverance as a team, adapting to change, and taking business risks for long term strategy and international expansion.

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Service2Media Marcel Roorda COO Service2Media VLT Venture Class, Thursday May 19, 2011
1. Introduction 2. Why Service2Media? 3. How we started? 4. How we grew? 5. Becoming a global products company 6. What have we achieved? 7. Lessons learned Agenda
Introduction
Introduction About Marcel Roorda 43 Years old HBO University 1984-1988 Since 1988 in the IT (product) business Since 1999 in Global Telecom business From consultant to VP Global System Integration Founder / COO Service2Media
Introduction About Service2Media Founded in 2005 by senior management of (Logica)CMG Advanced App Solutions Long term Partnerships With our App Lifecycle Platform Apps Designed Once, Deployed on Multiple Devices Offices: Netherlands, UK, Spain, UAE & US Over 110 employees International Recognized: Amersfoort Enschede London Spain United States 1st  place   14th  place   Endorsed   UAE
Introduction Over 80 ongoing Partnerships - Local & Global Banking Payments Live Timng Ads News Tv Programs Academic Government Journals Travel Planner Arabic News EPG Remote Record App Store Social Contacts Collective Insurance Community Damage Claim Artist Community Automotive LoyaltyMedia Portfolio Entertainment City Guide Social Media Location Based Services 360 Widgets
Why Service2Media? (Why to start your own company?)
Huge salary Lease car Fantastic business title(s) Responsible for 1200 people (world wide) Company credit card Own management team & secretary One problem with gazing too frequently into the past is that we may turn around to find the future has run out on us. Cibenko Why to start you own company?
- Because we had a vision! To create relevant, useful and entertaining mobile experiences for the customers of our Service2Media mission statement
New business starts with small deals (trials) For incentive driven sales staff not interesting Not on the radar screen of the board Best people most of the time used for most important business (most money) Complex sales Required a massive reorganisation They always say time changes things, but you actually have to change them yourself Andy Warhol Why not starting this business in LCMG
Start with our own money Investors only invest when you have products and customers Investing your own money creates common goal / focus Create our first products and get our first customers Started with 4 different propositions! Search for (angel) investors to be able to make serious commitments Expanding the business in the Netherlands Find more money for international expansion Expanding the business internationally
Adapt to the market you are working in Talk the same language as your customers Adapt to the markets were the money is Start finding money a half year before you need it! Take the right investors with the relevant network Be patient Willing to share Stay focused What was important for us
Because: It is fun! You are in control No compromised strategy You learn the details You create more value with shares then salary But ... To survive you need: Inspiration & Transpiration Why starting your own company?
How we started?
How we started? Using our own money! Most Investors only invest when you have products and customers Investing your own money creates common goal
How we started? Created our first product and found our first customer
How we started? Created a simple business plan
Requires an inspired sales talk, Less money No lease car No proven track record No customers No office How we started?
First long term commitment What are the Service2Media company values How we started?
First setback, the market (customer) is not ready for it! success Second setback, investment takes always more time and effort as initially expected How we started?
How we grew?
group of How we grew? Team
How we grew? Found an Angel investor(s) Angel investors are easier to get and give you freedom
Produces stress (conflicts of interests) Cash flow Balancing act Staff becomes skeptical High educated and knowledgeable Cultural change (departments) How we grew?
Be who you are, under all circumstances Stay focused, keep telling the same story over and over again Be confident, stay always (realistic) positive about financials Motivate staff to cross the borders Show your added value, by setting the right priorities Be a team player, be one of them, be a front runner! "inspiration let people do things which they believed they How we grew?
New markets (pioneering) No need yet No budgets Being a new (startup) company No proven track record Too small for doing business RaboBank, NS, .. Becoming a products company How we grew?
How we grew? Expand your business
Unknown brand(pioneering) Not a local company Not native speaking No local presence Competition No (internationally) proven track record Pick up the mission impossible projects Organizational changes Different responsibilities How we grew?
Becoming a global products company
No longer customer/market driven But still to deal with existing customer commitments Product management owns the product (roadmap) Roadmap tells sales what to sell Roadmap tells development what to develop There is more needed than a product: product eco system Training Tooling Consultants Different type of resources Different type of contracts (support) Becoming a global products company
Becoming a global products company Looking for a VC for further (international) growth Finding a VC takes a long time Start at least a half year before you run out of money
Becoming a global products company
What have we achieved? (Looking outside in)
Simple, the potential of a winner Heritage of people Blend of the team Foundation of logo accounts Ability to execute From service-company towards product-company M2Active Platform! Looking outside in Team
Hot and dynamic market Mobile is boosting Increasing competition Price pressure Consolidation Opportunity to prove value add Looking outside in Business
Challenge: potential needs to be realized Operations International expansion Marketing not only a technical proposition, as well a marketing and branding proposition! The Power of Believing Looking outside in
Service2Media believes that: Cross platform challenges will only grow over the coming years Users demand cross device app experiences Core Mobile Apps are becoming increasingly strategic Demand for business-oriented apps will grow To get the maximum out of the hyper growth potential of (mobile) applications we need to stay ahead of the curve and make our technology platform available to our customers and partners This requires continued focus on and heavy investments in our Mobile Application Lifecycle Platform M2Active Looking outside in Vision of Service2Media
Lessons learned
There is always a next challenge lined up! Lessons learned Looking back
Focus (own belief) Perseverance Teamspirit Continue to love challenges Ability to adopt and anticipate on changes Daring to take business risk Long term strategy (international) Resolute action, short lines of communication, quick decision Self-financing our own innovation projects (R&D), proven technology   Lessons learned Success criteria
Lessons learned Early money is expensive!
Be who you are Believe your own message Communication is about timing and not about the message Be a good listener (sensitivity) Be decisiveness if, otherwise be invisible Lessons learned My personal checklist
people when they make errors (mistakes are required to improve or grow) Who are your successor(s) Stay focused (show commitment) No upfront commitments 0-line (same rule for everybody, no exceptions) Delegate is not enough, delegate = monitor Lessons learned My personal checklist
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Service2media venturelab

  • 1. Service2Media Marcel Roorda COO Service2Media VLT Venture Class, Thursday May 19, 2011
  • 2. 1. Introduction 2. Why Service2Media? 3. How we started? 4. How we grew? 5. Becoming a global products company 6. What have we achieved? 7. Lessons learned Agenda
  • 4. Introduction About Marcel Roorda 43 Years old HBO University 1984-1988 Since 1988 in the IT (product) business Since 1999 in Global Telecom business From consultant to VP Global System Integration Founder / COO Service2Media
  • 5. Introduction About Service2Media Founded in 2005 by senior management of (Logica)CMG Advanced App Solutions Long term Partnerships With our App Lifecycle Platform Apps Designed Once, Deployed on Multiple Devices Offices: Netherlands, UK, Spain, UAE & US Over 110 employees International Recognized: Amersfoort Enschede London Spain United States 1st  place   14th  place   Endorsed   UAE
  • 6. Introduction Over 80 ongoing Partnerships - Local & Global Banking Payments Live Timng Ads News Tv Programs Academic Government Journals Travel Planner Arabic News EPG Remote Record App Store Social Contacts Collective Insurance Community Damage Claim Artist Community Automotive LoyaltyMedia Portfolio Entertainment City Guide Social Media Location Based Services 360 Widgets
  • 7. Why Service2Media? (Why to start your own company?)
  • 8. Huge salary Lease car Fantastic business title(s) Responsible for 1200 people (world wide) Company credit card Own management team & secretary One problem with gazing too frequently into the past is that we may turn around to find the future has run out on us. Cibenko Why to start you own company?
  • 9. - Because we had a vision! To create relevant, useful and entertaining mobile experiences for the customers of our Service2Media mission statement
  • 10. New business starts with small deals (trials) For incentive driven sales staff not interesting Not on the radar screen of the board Best people most of the time used for most important business (most money) Complex sales Required a massive reorganisation They always say time changes things, but you actually have to change them yourself Andy Warhol Why not starting this business in LCMG
  • 11. Start with our own money Investors only invest when you have products and customers Investing your own money creates common goal / focus Create our first products and get our first customers Started with 4 different propositions! Search for (angel) investors to be able to make serious commitments Expanding the business in the Netherlands Find more money for international expansion Expanding the business internationally
  • 12. Adapt to the market you are working in Talk the same language as your customers Adapt to the markets were the money is Start finding money a half year before you need it! Take the right investors with the relevant network Be patient Willing to share Stay focused What was important for us
  • 13. Because: It is fun! You are in control No compromised strategy You learn the details You create more value with shares then salary But ... To survive you need: Inspiration & Transpiration Why starting your own company?
  • 15. How we started? Using our own money! Most Investors only invest when you have products and customers Investing your own money creates common goal
  • 16. How we started? Created our first product and found our first customer
  • 17. How we started? Created a simple business plan
  • 18. Requires an inspired sales talk, Less money No lease car No proven track record No customers No office How we started?
  • 19. First long term commitment What are the Service2Media company values How we started?
  • 20. First setback, the market (customer) is not ready for it! success Second setback, investment takes always more time and effort as initially expected How we started?
  • 22. group of How we grew? Team
  • 23. How we grew? Found an Angel investor(s) Angel investors are easier to get and give you freedom
  • 24. Produces stress (conflicts of interests) Cash flow Balancing act Staff becomes skeptical High educated and knowledgeable Cultural change (departments) How we grew?
  • 25. Be who you are, under all circumstances Stay focused, keep telling the same story over and over again Be confident, stay always (realistic) positive about financials Motivate staff to cross the borders Show your added value, by setting the right priorities Be a team player, be one of them, be a front runner! "inspiration let people do things which they believed they How we grew?
  • 26. New markets (pioneering) No need yet No budgets Being a new (startup) company No proven track record Too small for doing business RaboBank, NS, .. Becoming a products company How we grew?
  • 27. How we grew? Expand your business
  • 28. Unknown brand(pioneering) Not a local company Not native speaking No local presence Competition No (internationally) proven track record Pick up the mission impossible projects Organizational changes Different responsibilities How we grew?
  • 30. No longer customer/market driven But still to deal with existing customer commitments Product management owns the product (roadmap) Roadmap tells sales what to sell Roadmap tells development what to develop There is more needed than a product: product eco system Training Tooling Consultants Different type of resources Different type of contracts (support) Becoming a global products company
  • 31. Becoming a global products company Looking for a VC for further (international) growth Finding a VC takes a long time Start at least a half year before you run out of money
  • 32. Becoming a global products company
  • 33. What have we achieved? (Looking outside in)
  • 34. Simple, the potential of a winner Heritage of people Blend of the team Foundation of logo accounts Ability to execute From service-company towards product-company M2Active Platform! Looking outside in Team
  • 35. Hot and dynamic market Mobile is boosting Increasing competition Price pressure Consolidation Opportunity to prove value add Looking outside in Business
  • 36. Challenge: potential needs to be realized Operations International expansion Marketing not only a technical proposition, as well a marketing and branding proposition! The Power of Believing Looking outside in
  • 37. Service2Media believes that: Cross platform challenges will only grow over the coming years Users demand cross device app experiences Core Mobile Apps are becoming increasingly strategic Demand for business-oriented apps will grow To get the maximum out of the hyper growth potential of (mobile) applications we need to stay ahead of the curve and make our technology platform available to our customers and partners This requires continued focus on and heavy investments in our Mobile Application Lifecycle Platform M2Active Looking outside in Vision of Service2Media
  • 39. There is always a next challenge lined up! Lessons learned Looking back
  • 40. Focus (own belief) Perseverance Teamspirit Continue to love challenges Ability to adopt and anticipate on changes Daring to take business risk Long term strategy (international) Resolute action, short lines of communication, quick decision Self-financing our own innovation projects (R&D), proven technology   Lessons learned Success criteria
  • 42. Be who you are Believe your own message Communication is about timing and not about the message Be a good listener (sensitivity) Be decisiveness if, otherwise be invisible Lessons learned My personal checklist
  • 43. people when they make errors (mistakes are required to improve or grow) Who are your successor(s) Stay focused (show commitment) No upfront commitments 0-line (same rule for everybody, no exceptions) Delegate is not enough, delegate = monitor Lessons learned My personal checklist