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Start-up Advice

10 Things You Can Expect During Your First 10 Years Of Business

Chances are, nothing will go exactly a planned.

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This year marks the tenth anniversary of Wattpad. It’s amazing to think that a decade has passed since I frenetically hashed out the details for the business with my co-founder Ivan Yuen in the Vancouver International Airport.

We founded Wattpad because we wanted people to discover, share and connect through stories. We wanted to remove the traditional barriers between readers and writers, and build social communities around stories worldwide.

If 10 years in business has taught me anything, it’s that you really don’t know where a venture will take you. As our community has evolved, so has our business. Wattpad has transformed into a global entertainment company for original stories. It is striking deals with global entertainment players and working with some of the biggest brands to pair them with the best creative storytellers in the world. We’ve come a long way from providing a couple lines of text on a mobile screen – but growth hasn’t always been linear, and we had our fair share of setbacks along the way.

Related: 10 Businesses You Can Start Part-Time

So for all the startup founders who are just embarking on their first venture (or facing year two or three in the trenches), here are some of the lessons I learned – and some of the things you can expect – in your first 10 years in business.

1You won’t find customers overnight

When we first launched our storytelling platform, we didn’t have any writers. Without writers, we didn’t have content, and without content, we couldn’t attract readers. It was your classic chicken and egg conundrum. So we spent our first year in business importing novels that were already in the public domain – Pride and Prejudice, David Copperfield – whatever was available that could help us attract book lovers.

It wasn’t until year two that we saw the first piece of original content land on Wattpad. It attracted 50 to 100 people to the platform, and soon, one piece of content became two, then three, then four. Like any business, it takes time to build up your customer base.

People won’t flock to you just because you’re there. You’ll likely have to find ways to fan the flame until you reach critical mass.

2Your timing might be off

technological-developments-in-business

Establishing a solid customer base is additionally complicated by the fact that your timing might be off. How many startups exist today with ideas that are just too advanced to be successful? For many entrepreneurs, it’s a matter of waiting for the industry to catch up with you. At least, that was the case for me.

Related: 21 Steps To Start-Up

Ten years ago, mobile reading was a very different space. There were no iPhones or Kindles – just feature phones that could display a couple lines of text at a time. Sharing content on the internet was also a bit unusual, and there was a smaller percentage of people actively doing it. But today, 90 percent of all Wattpad activity is on mobile, and sharing content online is common – you don’t even need to think about it.

Bottom line: Don’t lose hope if the industry’s not there yet, and continue to preserve. Eventually, technology will catch up with what you’re trying to do and pave a way for your success.

3There will be “lows”

When you first launch your business, there’s a natural sense of exuberance and expectation. But, let’s be real, that feeling won’t last.

I remember sitting in a coffee shop with my cofounder, sharing a coffee I had bought using the total revenue we had earned from the past month. That was a low point for us and a time when we seriously questioned whether we had the emotional strength to keep going, but we did.

You will also face these “lows.” You’ll have to re-examine what you’re doing and decide what is the best path forward. These are the moments that force founders to grow and businesses to either shutter or flourish. In this moment, you’ll ask yourself whether your idea is worth the struggle.

Just remember: A great vision won’t fade with a setback. If you give up when you reach the first, second or third low, your mission may not be energised enough to endure. The personal weight of your vision is what will get you through these low points.

4You’ll need to switch gears

shifting-gear

We made it out of our dark pit by taking on consulting jobs and using those funds to support our business. For many founders, such a move can feel like failure, but for us it was literally the only path forward.

When you find yourself challenged, don’t be afraid to switch gears, and don’t be so wed to a plan that you make impractical decisions. It’s ok to deviate a little from the grand scheme of things. Or to put things on hold until you figure it out.

5You’ll get your big break

Eventually – if you’re creating something truly different – you will make it through the hard times and catch your big break. For us, it was getting our initial round of funding.

We received our Series A in 2011 from Union Square Ventures, the same company that invested in Twitter, Etsy, foursquare, Kickstarter and others.

Having such a huge industry player pay attention to us and see our worth validated the work we were doing. It gave us the jolt we needed to keep going and stay committed to building something great.

Related: Stop Whining And Start Hustling

6Working on yourself is as important as working on the product

product-development-and-innovation

I’ve yet to meet a single entrepreneur that, when he or she started their company, could do everything all by themselves. You can’t write all the code, design the product, balance the budget, find funding and market the product on your own.

Part of growing as a start-up founder is realising that you need other people to help you and, more importantly, that you have to motivate this team as a leader. At the end of the day, the best product you build isn’t necessarily the product – but yourself.

7Culture is critical to growth

As you grow your business, you’ll realise that it is only as strong as the people in it. Your employees need to share your vision and values if you want to take your business to the next level.

When we look at hiring, we put a lot of focus not just on technical skill but also a cultural fit. Does this employee care about creating a lasting entertainment experience through stories? Is he or she motivated by our users’ success?

Our employees aren’t culturally identical either. We want to hire people with different perspectives and ideas, but who ultimately will work with their team to reach a common goal. This also allows us to create a more global community utilising the perspectives of a diverse team.

8You’ll learn from your users

ben ling khosla

Ben Ling of Khosla

When I first met Ben Ling of Khosla Ventures I asked him how YouTube had expanded into so many different categories. His answer? “We didn’t start these new categories. These categories emerged organically and we spotted them early. Then we poured fuel on the fire.” In other words, YouTube didn’t create how-to videos; its users did. Then YouTube oriented their product to support it.

Likewise, your users or customers will influence the direction of your product or business, but only if you learn to listen. For Wattpad, user feedback has contributed to developments such as in-line commenting and multimedia. We’ve taken the time to assess what is happening naturally on the platform and have made changes to our product so that it’s easier for them to do what they’re already doing.

Related: How To Know What Passions To Pursue

9Your business will evolve

As I mentioned before, you won’t stick to the grand plan you had when you first started your business. Wattpad started as a storytelling app – and it still is – but we realised that storytelling is the foundation for entertainment content. Stories themselves can not only entertain, but they can also inspire people. So as our community has grown, we have been able to grow with them, leveraging our strong community of readers and writers to shape their content into TV shows, web series, movies and books.

This is not a deviation from our original mission, but it is a change. Change is perfectly fine (and necessary) in order to help you survive from year to year.

10You’ll change people’s lives

When we first started Wattpad, I was solely focused on solving a problem that I faced myself. Over time, I realised the true impact that my company had on other people’s lives.

There are people in Africa thanking me for helping spread the written word in their country. We have parents telling us that their children are improving their writing. Not to mention writers who have thanked us for helping them find an audience.

Related: 6 Reasons Your Business Won’t Make You Rich

It’s hard to see it now, but your company will also impact lives beyond what you can imagine. Whether it’s your employees, your customers, or your partners – knowing you have made a change in someone else’s life is the sweetest thing you’ll experience in your first decade of business. This feeling will not only fulfill, but it will propel you further yourself as an entrepreneur and motivate you for decades to come.

This article was originally posted here on Entrepreneur.com.

Allen Lau is the co-founder and CEO of Wattpad, a free app that lets people discover and share stories about the things they love. With more than 10 years of experience building successful mobile tech companies, Lau is an entrepreneur with a passion for social collaboration, online communities and user-generated content. Under his leadership, Wattpad has gained more than 40 million users per month with over 150 million original story uploads shared on the platform.

Company Posts

3 Companies With Memorable Slogans, And How To Create Your Own

Three companies that have enjoyed these benefits as a result of creating memorable business slogans are Nike, Carlsberg, and Apple. Let’s look at each one now.

Jeff Broth

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A good slogan serves many valuable roles in business. First, it reinforces recognition of your brand. After hearing it a few times, your consumer instantly thinks of you when hearing it again. If it’s catchy enough, they may even find themselves saying or singing it in their head, reinforcing your brand even more.

Slogans also share a little bit about your company. For instance, if your slogan is funny, it says you have a sense of humor. If it contains your goal or mission, it tells the consumer what is important to you. Some slogans share the problems the company is trying to solve or the consumer its trying to help, making it easier to identify the target market.

Finally, a slogan sets you apart from your competitors. It differentiates you from all of the other companies who offer similar services to you. And if it’s memorable enough, it puts you ahead of them in your consumer’s minds.

Three companies that have enjoyed these benefits as a result of creating memorable business slogans are Nike, Carlsberg, and Apple. Let’s look at each one now.

Company #1: Nike – Just Do It

nike

Though many people use Nike’s ‘Just Do It’ slogan as a reminder that they can do amazing things if they just put their mind to it, its author, Dan Wieden, reports that this line actually has a grim beginning.

In fact, it was an idea he derived from a statement made by Gary Gilmore, a double murderer who, before being executed by a firing squad exclaimed, “Let’s do it!” Still, it has stuck in consumer’s minds and is undoubtedly one of the most memorable slogans of all time.

Related: Registering a Trademark

Company #2: Carlsberg – That Calls for a Carlsberg

Carlsberg

Initially, Carlsberg’s slogan was ‘probably the best beer in the world.’ Many consumers came to know and love this slogan; however, in 2011, the company rebranded and created a new slogan: ‘That Calls for a Carlsberg.” The goal of this new slogan, according to CEO Jorgen Buhl Rasmussen, was to encourage the consumer to do good things and then enjoy a Carlsberg after as a reward for a job well done. Both have stuck in the minds of consumers, albeit with some discrepancy as to which one is most preferred.

Company #3: Apple – Think Different

apple

Apple is a company known for thinking (and creating) outside the lines, so its ‘Think Different’ slogan fits it perfectly. According to Rob Siltanen, creative director and managing partner at the company that helped design this Apple pitch, though there are many accounts of how this slogan was created, its true inventor is Craig Tanimoto. Siltanen says that Tanimoto came up with the idea to use black and white photos of some of the most revolutionary people and events of all time and, atop each one, simply display the words ‘Think Different.’ Catchy, right?

Related: Smart Marketing Ideas For Small Businesses

How to Create Your Own Memorable Slogan

These are just three examples of how creating a memorable slogan can help your company get — and stay — in the minds of your consumer. So, how do you come up with this type of campaign?

One option is to get some of your company’s best talent together and see what slogans you can come up with. Have everyone submit one or two ideas and talk them out. See if any jump out at you and, if not, use them to inspire you to come up with even more possible ideas.

Another alternative is using a slogan generator. This enables you to come up with a simple, memorable slogan using keywords related to your brand. Just go through the list and of results and see which ones stand out. You could even pick your top two or three and let your social media followers vote as to which one you should select.

If you find yourself at a dead end and unable to come up with a memorable slogan, or if you lack the creativity or the time, you can also hire a marketing firm to help. Give them a little insight about your company and see what slogans they create. It may cost you some money to take this route but, as companies like Nike, Carlsberg, and Apple have taught us, a good slogan can really propel your brand.

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Start-up Advice

Dear Family And Friends Of Entrepreneurs…

Young entrepreneurs often struggle to establish their businesses as they are not getting the support they need. Sometimes it is not only the obvious support of financiers and supply change developers which is lacking –but also not having that critical “home-ground support” can negatively affect the success of your venture. How can family and friends support entrepreneurs?

Lusanele Mahlutshana

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Entering the market as a newbie entrepreneur is a brave step, and having your family and friends share in your vision for success is critical.  Once you have convinced them that being an entrepreneur is in fact “a real job” – one that requires a lot more sacrifices and hard work than a salaried worker – you can continue to encourage them to support your journey, to ultimately share in your success.

Get a job

In some communities, being an entrepreneur is not recognised as a profession. Therefore, those who pursue enterprise development are seen as irresponsible or lazy as it is not regarded as ‘real’ employment. Societal pressure to attain certain material possessions thus prevents them from pursuing their true passion.

This kind of resistance discourages a lot of entrepreneurs, making their pursuit for success even more difficult.

Related: How To Deal With Unsupportive Friends And Family

Finding out who your real friends are

Financial support is the most obvious support needed by entrepreneurs due to a lack of capital and start-up funding, as well as irregular payments and long periods of being cashless due to procurement holdups and fluctuation in the market for your product or service. Not everyone will stick with you in these times – and that’s OK. You may end up finding out who your real friends are, and these are the people who will give you emotional and social support to keep you focused and motivated.

“I know a guy….”

Another issue is friends and family looking for discounted prices as they know the owner. This means that they don’t see the value of the product or service, nor do they respect the owner. By asking for products and services for free, or at a reduced price, they end up taking advantage of their relationship with the entrepreneur and do not financially support his/her the business.

Related: How To Immigrate With Your Family By Starting A Business In The UK

So, if you have friends or family who are business owners, set an example by supporting them in the following ways:

  • Be willing to pay the full price of the product or service offered.
  • Be kind when giving negative feedback – make sure it is constructive.
  • Compliment them on good products or service. Share positive reviews on your social media pages.
  • Share and promote their business among other people.
  • Be patient and willing to help them establish their businesses.

Be prepared to listen to their dreams, hopes and frustrations. Sometimes, they just need an ear to vent about a bad day. Support them with a word of encouragement to keep going.

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Start-up Advice

Why Embrace The Struggle?

Entrepreneurial success hinges on your ability to approach challenges with the right mindset.

Gil Sperling

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Self-help and business coaching advice is littered with platitudes, which makes it difficult for entrepreneurs to know what they should take to heart. However, one universal truism that most successful entrepreneurs attribute to their success is their willingness and ability to endure the struggle.

It’s a lesson I learnt first-hand when building our ad-tech and Facebook Marketing Partner business, Popimedia. One of our sternest tests came when we moved into new premises and took on more staff to accommodate our exponential growth. Then, amid new and significant financial commitments, some of our pipeline never materialised.

It was at this time that my son was born, and our family had just moved into a new house. To preserve the business, we were forced into retrenchments and directors didn’t take a salary for a while. And, with a lower head count it became difficult to deliver on client deadlines. Needless to say, my personal and professional level of discomfort was at an all-time high.

We reviewed our operations and streamlined where we could. More importantly, though, the experience taught us a number of invaluable lessons.

Lesson #1: Reframe your context

Our leadership approach, our business mindset and our attitude needed to be drastically reframed.

There is a quote that has always stuck with me, which is: “The antithesis of comfort is struggle.”

Related: 6 Of The Most Profitable Small Businesses In South Africa

I believe a person is moulded by the way they deal with struggle. That’s why I’ve always been inclined to welcome a proverbial punch to the face, and use as a mantra the phrase, “comfortable being uncomfortable”.

Being “uncomfortable” forced Popimedia into rapid innovation – and it was this innovation that led to a sea-change in the business. We learned how to scale, how to improve service levels, how to do what we do better, faster, more efficiently.

As a result, and without increasing our staff complement, our year-on-year growth has topped 100%. What was, at the time, the business’s greatest challenge became its greatest ally, and our biggest lesson.

Lesson #2: Fail fast, and learn from it

Obviously, this approach is not about making life difficult for the sake of personal and professional growth. It’s about understanding what is: expecting it to be difficult and taking a constructive approach towards failure and struggle.

There is one guarantee in business: you will experience failures, and you will struggle.

Central to this is your ability to recognise your failures for what they are, and quickly. This allows for a rejigging of processes, attitudes, operations, and sometimes even objectives.

My personal attitude to failure was reframed by simple sales stats. I came to understand that rejection was inevitable – but when it does happen, it brings with it opportunities. I always ask: “Why don’t you want my product? How is it not meeting your needs?” This way, “failure” is transformed into an opportunity to better understand the market and my clients.

This feedback loop has proved crucial, and allowed us to become what we are.

As an entrepreneur, the pressure never ends and you’ll never ‘arrive’. At Popimedia, we’ve come to embrace every opportunity that takes us out of our comfort zone. Working through failure is the foundation on which the entrepreneurial spirit is forged. It is the willingness to try again following a rejection, or to keep grafting knowing that there’s no guarantee of a pay cheque at the end of the month.

And doing so with the ‘chutzpah’ – the sheer audacity – to endure the hardship through mental toughness and a passion for what you do, becomes your greatest asset, because when you get comfortable, you become complacent… and complacency will work you into irrelevance.

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