Here we talk with Mark Boas, developer and co-founder of Happyworm, a Scottish / Italian startup developing gaming applications for the web . In the following interview we deal with topics concerning inspiration, management, marketing.
Who are you and where are you based? What is your startup about?
My name is Mark Boas - I'm a web applications developer (most of the time) and have been for over 10 years. I've worked as an employee for a small microelectronics company and a large multinational bank but in 2001 I decided to take the plunge and go freelance full-time with two others in the form of small web agency called Happyworm. I'm happy to say that we are based in Florence and Edinburgh, two remarkable cities.
My startup idea - Qwiiz is based around a pretty simple concept, it's a web-based real-time multiplayer quiz.
Creating the company and selecting new ideas
What gave you the idea for your startup?
Back in 1996 I took a trip to the USA. It's amazing that even though the UK and US share a common language, how different the culture can be. I was constantly discovering new things there. A lot of the differences seem to stem from the USA being so spread out, yet in many ways united over a vast area. I had the pleasure of visiting a sports bar for the first time while I was there. This particular sports bar had a computerised quiz that you could compete in and was broadcast across the bar via TV screens and not just the bar but throughout that sports bar chain over the whole of the United States! I'd never seen anything like it, I loved the experience and it remained in the back of my mind.
What made you decide to pursue your startup idea?
I'd always noticed that people would spend significant amounts of time and money on pub quiz machines in the UK and when that seemed to be true of Italy too. I thought it was maybe something that people would enjoy worldwide. However at the time I started thinking about seriously pursuing the idea of a web-based version, the technology or infrastructure was not yet in place. The main requirements were reliable access to high speed internet and server side technology to support massively multiplayer games. When the Wii came out, complete with browser I spotted the opportunity to bring the game into the living room and of course when then the iPhone came out this further convinced me there was a market. Now of course there's the iPad. It's perhaps worth mention that prior to developing the game I also asked a lot of different people whether they would play a game such as this.
Have you tried or are you trying to act upon any other startup idea?
Yes, quite a few actually. I think I have a problem, these ideas keep popping into my head and I haven't got the time to follow them all up.
What criteria do you advise using for selecting the product / service idea?
First ask yourself: would you find it useful or fun? In his book, The Cathedral and the Bazaar, Eric S Raymond wrote "Every good work of software starts by scratching a developer's personal itch." That is to say if you find yourself missing a tool or application to do your job or whatever then probably others will too. I would also suggest running it past people that are not your friends or family as they will generally give you a biased view on your idea. One problem can be finding people that are informed enough to give you decent feedback and won't steal your idea.
What is great about your product?
Its simplicity and instant appeal, everyone likes a quiz - and also that it works on almost any platform.
How did you find partners and co-workers?
They were already working with me. I'm lucky enough to have very talented colleagues.
What did you do and what would you do differently?
It's not really started yet so it is difficult to say.
Which startup or startupper do you most admire and why?
I think James Dyson the maker of Dyson Vacuum Cleaners. He took a product that had been about for decades and revolutionized it. I'm inspired by the way that he never gives up, he might be on the 100th iteration of a particular product prototype and it's still not working but he just keeps going until he's got it right. I admire that sort of tenacity and self-belief.
Production method
What are your development methodologies, if any?
Release early and often. Keep things as simple as you possibly can. I also try and set up testing and loadtesters in advance so that I can have an idea how my app will cope with heavy use, but that can depend on the type of startup idea.
How do you deal with usability issues?
A large dose of common sense and experience but also by discussing with others, what works and what doesn't. There is no substitute for good feedback.
Did you fix a ship date? How was that date determined?
No.
Well, maybe you should. How much time do you assign to working on your startup?
It varies, as much time as I can while trying to fit in other 'paid' work.
Tell us a bit about your working environment.
It's a little chaotic with lots of different platforms about. My main desktop runs Ubuntu and Windows but I use Ubuntu 99% of the time on it. As the server runs Debian it's useful to have similar environments. I have dual screens which seems to increase my productivity. I also use a MacBook Pro for mac based testing and admin etc, this also doubles as my backup machine and means I can develop while away from the office. I also have an iPod Touch and a Wii. Maybe most importantly I work from home so I can work when I want and spend a very minimal amount of time commuting. I also live out in the countryside which is great if I want to go for a walk or a run, or take my Vespa out for some thinking time.
Marketing
What marketing techniques are you using? How do you (plan to) publicize it? Blog, site, social media...
Yes we will be relying very heavily on social media. We are also considering more traditional online advertising and maybe some guerilla marketing.
What is your revenue model? If you are selling your product/service, how did you fix a pricing strategy?
We have several revenue models that could work, we haven't decided on a particular one yet though.
Do you have an "exit strategy" or long term mission?
If Qwiiz became a hit I would like to concentrate on it with a bigger team, however if someone made us a decent offer for Qwiiz.com we would probably take it and move on to the next idea.
Local / EU opportunities / problems
What qualities do you think you need (or would you say you needed) to launch a successful startup?
Tenacity, self belief, the ability to wear many hats - designer, developer, marketer and of course businessman. Having said that others may find that having a good idea and meeting the 'right' people is enough.
What advice would you give to someone pursuing a startup idea?
Iterate your product rapidly and get it out there as quickly as reasonably possible, even if it is not perfect. Be reactive and don't be afraid to adapt and evolve your idea in response to feedback, new trends and new technology. If you can create a community do it, great things come out of communities and they will take time to build up by any of your potential competitors.
What do you think your local government or the European Union could better do to help software startups?
Incentivise it perhaps, provide grants. Maybe they already do, publicise the fact that there are grants or funding available. Provide support, publicity, advice, funding. Bring the right sort of people together, run conferences, events, courses - they could do a whole lot of things to focus on and promote startups. It's obvious that startups can stimulate the economy in very big ways, just look at Google, I think it would be in everyone's interests if they start taking startups seriously.
What do you envy about USA based software startups?
I envy a US culture that gives a lot of people the confidence to startup and the belief that it can actually happen. I'm also think that setting up a company and getting funding is a lot easier in the US than it is in many European countries and so I envy that.
