How to Keep Employees for More than 10 Years using Alf Ruppert
A majority of CEOs do not run the same company for over 15 years. However, Alf Ruppert isn't your typical tech-related founder. "I'm slightly more like entrepreneurs from the 1950s" he admits -- a time where he believed that having a fun working environment was highly appreciated.
That's why at least four employees have been employed by the firm since it was founded.
In 2006, founded iOSXpert -- now the largest partner of the popular Mac-based CRM as well as project management software Daylite. For the last 17 years, Alf has grown the company without any external funding and also maintained a high employee retention rate.
Our Director for Content and Community spoke to Alf about running a successful team, the way he's built his business without any external financing, the history of developing inside the Mac community, and operating a consulting and software business.
Listen to the complete interview below or find it whenever you are listening to podcasts.
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Transcript
Nathan Collier
Hey , y'all. Thank you for coming to my blog today. Hi. Hi. Introduce yourself, and then introduce iOSXpert, so that people know kind of a little bit of a context about the work you perform.
Alf Ruppert
My name is Alf Ruppert, I was named like the guy that everybody knows for the TV shows from the 90s or the later 80s. Thanks God that I didn't get the name before. That name was not as cool kid at that time. Yes, we, at iOSXpert do what we are doing? We're mostly a business consulting business, as well as a software consulting company that as there are many outside, but we are specialized in Apple users and helping Apple users. It was this concept that was created by us: iOS experts and meanwhile we're increasingly more of a software companies. We are currently working on an improvement to the CRM software we're selling. This is Canada's CRM software. It's quite well known by Apple users. It's called Daylite and for this Daylite System we're creating plugins and enhancements along with additional services. We are marketing them throughout the world. In addition, we have more than 120 countries.
Nathan Collier
Are you dialing from the whereabouts of the world?
Alf Ruppert
So we are based in Bendorf We are unaware of the tiny city that lies close to Koblenz. Koblenz is where it is where the Rhine and Moselle River are meeting. Additionally, Koblenz is located between Frankfurt and Cologne.
Nathan Collier
Okay, so you're in Germany? Yes, yes. Okay, cool. You've been working on this firm for a lengthy duration. This is a look like 2006. Does that sound right?
Alf Ruppert
Yes, I have even searched for it to give correct answers around at that point.
Nathan Collier
Yes. Your LinkedIn says April 2006. This is a good thing, but the reason I asked to know is because it's rare for me to bump upon someone working on one project for this time. That's why I'm awed since 2006 was it was way before iOS was even a thing. Similar to the iPhone was in the year 2008. So take me back, like how did how did this idea begin? For instance, how did you get started on this.
Alf Ruppert
So I always love to work on the Mac. My first, and only actual job, was with an enterprise back in the 90sat the towards the end of 90s. They had developed ERP software for Mac users. And this was totally strange, because you had to sell it to people in this world that time being a Mac could cost 10,000 German marks at the time. And while a PC was approximately four or 5000. So it was very amazing to make commercial decisions on Mac computers, and not just using them for a artistic world but even making use of them to create actual business assets. This is something I love greatly. There was also the huge ERP that was dying. It was filmed after the initial online academy for e-commerce was shut down in 2000 and 2001. And even at that it was at the time I worked for a company that was that was trying to create an ecommerce solution that was based off of Apple's Apple database. We had to shut down, too. And then I was deeply searching to get my knowledge out to create something useful using all the knowledge I had about Macs and with business matters. And this is why I have a hard time describing when I started my business, I think in 2004 or five, I started with a large amount of spare time since I was just about to lose my job. The ERP running word was breaking into decline in Germany. Therefore, I uploaded all the information I had on the web. This was the first site I created for myself it was it was a tool called rapidweaver which made me connect to the internet to the world from a different angle to my own benefit. Then I put all I could learn about business software on my Mac. Then out of that began the whole process because then I search for new products to market and came across Daylite and got in touch with the Canadian people. I frequently think it's a amazing thing that I created out of the internet because the fact that I'm at that age today and even though before the internet, it was before the internet was really a big game changer for me as the prior time was unimaginable to do business with the Canadian firm that is getting in touch wisdom and starting communication, but it ends in a real meeting and then working with them.
Nathan Collier
It wasn't too long ago that like what you're currently doing with me. I'm in the US and you're in Germany as this, this would have been an international like telephone call that cost about $3 per minute or something else paid to a telecom company. It's interesting. Did you decide to post all your information online? This is 2014 classified right on the surface, and were able to acquire consulting clients? Perhaps it was straight to software?
Alf Ruppert
It just seemed like I had to have the right knowledge of the business workflow and ERP software and run on a Mac. Thus, I recorded everything in the hopes that, should it turn out that I have my own personal information that is secure for me, then I could glance at it years later. However, it was discovered that people contacting me and say, Oh, you have knowledge there, I did not know about this. It's the first time anyone is able to gather all the knowledge the same place. Apart from that, I always try to locate a work by being paid for what I do. This knowledge is important, as well as when working with a Mac while on my way, searching for an opportunity I discovered the CRM application and had always been a product person. This is why I'm in need of something that's fallen off and I can make it easy to sell. This isn't the guy that's the thing a lot of salespeople tell that I'm able to sell software, or the next day cars or whatever, no, I have to love the thing I'm doing. Then I discovered something, and this was Daylite due to its attractive method of doing so. It was clear that there would be a advantages for clients. It slowly came into product that I had recommended as well to my customers who consult me after which the product was one that I would recommend to my clients. Okay, and started growth.
Nathan Collier
You started out, you started consulting, and then you were recommended the product. Then you began to build software to even make that product even better. You've covered across the entire spectrum of this particular software.
Alf Ruppert
Yes, it started because I know the very first piece of software we did for Daylite was to make connections to phone systems so it was possible to press an icon and make a call or, if someone is calling you, you could identify which people are calling. But the issue was, I don't know anything about developing software. Therefore, I came up with this concept. And I had even no money to do this. So I found an individual developer who made a deal with him and say I'll buy it, and I will let you participate when you are sure of my. And we did this in tandem. And it was huge success.
Nathan Collier
I have a memory of when it was happening because I was I was working at an organization around 2010, or at the time that thing about making calls out of your computer tied to a CRM that was pretty new during I mean even I mean this was before it was already in the market. If you go back to 2006 2007 or 2008 in that manner it was not something which people would do. Like the way that people do things today. We consider it a given.
Alf Ruppert
Yes. This is the normal thing to do, but still not on still on the Mac there are a few issues today due to the fact that with Windows PCs, the TAPI API. This means that your operating system comes with an internet connection for phones, something that the Mac isn't equipped with. It's funny that the initial iPhone had no such. Therefore, you couldn't make use of the features of your iPhone from your Mac.
Nathan Collier
Yes, people do forget like, and it's difficult to recall, it was the very first iPhone that was launched with native applications with no app store the iPhone of 2008, and it was this way for many years. So the iPhone as we know it is not the iPhone of 2008 ; the iPhone in 2008 was very revolutionary. This is very intriguing. Did you think you would found this particular product Daylite? Is there any risk that Daylite not a paid patron, you think you think. You love the product? Like what was it about that product that really attracted your attention, and caused you to think, this is fantastic, I'd love to continue working on this.
It has unification of a few things. So it is not only an ordinary tourist book, it is only it's an integrated calendar and it allows you to link different things. The app even catches your email. It's a little an issue. If you look at all the basic tools available on Mac even on a very low level then you can compare it with Outlook and outlook. We have one application where you have your address books, your calendar , and your emails. The problem is that it's not linked at all, but it's it's one application on the Mac, it's at least three apps. It's also Daylite precisely does that. put all these together. And then at project management and at the opportunities to make estimates as well as selling stuff, all it is connected and you only need only one solution. Jaya is now using. It has evolved in my opinion. I believe, as an expert in the subject, it was my maybe intrigued me due to the idea of the 90s. In the beginning of 2000s, you can have one system that can cover everything, correct? Meanwhile, the world has changed. There are many millions of apps as well as small services. In fact, my notion of what I was thinking about has evolved in the how I think now, there is a need for a central program perhaps like the digital hub. Think of how Steve Jobs mentioned the iMac. Then you've attached things around however you require a central program. That's of how we manage it. In the present, what we do is we have Daylite as the primary reason that we have our enhancements. Many of the enhancements are relying on that which is why we have connected different systems. It means we have a online booking platform called Acuity that we integrated into Daylite and is an example of a plugin. It was a good idea. Since if you can create a clever integration of two or more things such that it appears to the user as if it's an application but in reality there are many applications it is possible to change to better software. Since our process is fast. Perhaps in a year we can find a better option that allows appointments to be made online which is why we'll have to connect this one. If you're able to stay with the central application tailored.
Nathan Collier
I love that. So so this is so an amazing transition from that last time, it's been just a few months ago, you we talked just very briefly about some of your ways of thinking about business. It seems like you're beginning to understand a bit of it. And what do you think are some of the core like philosophies that you that can use to inform your company's decision-making, as it's been 16 years or whatever number of years have passed, you've been work on this particular project. The majority of entrepreneurs that they create something and they then sell it , and then proceed to the next project. They never don't enjoy it, and as an entire world of good which is great. Like that's a whole and you could pursue that in a profession. However, you've decided to kind of build one thing and stick with it over this long period of time. Then what is it that motivates you what keeps you focused about this particular area? And what are the sort of principles that you've used in making business decisions throughout time.
Therefore, I was always drawn to. There's a major factor that made me an entrepreneur. I do not like the politics that you do have to do in bigger companies. Therefore, I decided to create my own personal environment. And I love always to do to work in teams. If you're safe and secure when you're at ease, work is there's no big distinction between working and leisure time. Simply put, I love to go to work because there's no reason to think that I have to go there the next day or some such. And it was very important for me to create the environment in which everyone who worked with me felt identical. So it was always important to me to good care of my staff. In addition, I believe I've said in an informal conversation, maybe I'm a slightly different from this point of view, I'm a little bit more in touch with office workers or to to to business owners in the 1950s. And in our days,
Nathan Collier
What exactly does it mean when you have you said that at least a few times? What is the meaning behind that?
Yeah. So I love to give the reader an example. we are having our office in the old Coca Cola building. And at the 50s, the building was very close to the office where I sit there was a pool pool for the employees. The company even considered creating something could benefit them and add worth to them and make them feel good. And we can take the kids to swimming since there wasn't a swimming pool can no public pool available at the moment. This is the reason that I if somebody, we recently had a guy here, he started as an apprentice here. And he came from Kazakhstan but now he's mature and must enroll as a trainee again because of the German laws and he has to obtain a new license. So and then he ended up that his car crashed in the middle of nowhere, which isn't really enough money. So we bought him a automobile. Everyone who works here should be aware that there are problems we could solve even if it's not always that simple. could be money, it's sometimes in the air when we go between flights as the entire team is present. This is the kind of atmosphere exists here. That's maybe the thing I'm most proud of that I was able to create that has been created in the entire company with a team I joined the team.
Nathan Collier
Did it happen that way? are going to people who think, Oh it sounds amazing. How did you do it? Like? What did you like about it? What are some of the your decisions? Like? What? It's like, this is a fantastic model of a vehicle. Also, what other things did you do over the years ? That's kind of created that culture.
Alf Ruppert
We have to make calculations, and this is even more important in the present. And harder today that we must compensate for our talents. So and it's, it's for a smaller company like that of ours. We believe we're with the amoeba, 1670 people, It's difficult to stand out as the top company to those who pay the least, as there are bigger companies that possess more cash and are trying to be competitive on the financial aspect. It's not easy. What we've done at the beginning and I believe we continue to do the same thing now for about 15 years, we ski every year together as a team even for a full weekend, for one example. And we do some activities like this, during the summer, or during summer time when we just wanted to make it a bit easier to say friends, acquaintances, perhaps a little bit different thing that's not the sort of work-family right? my American North American partners often refer to it as work family. Since we also have folks working long time for us There are a few of people who are here mostly at the very beginning.
Nathan Collier
How would you let's talk about the future entrepreneurs for a moment. So for people who, who are thinking about they think in a way that fits your way of thinking and considering things, then build, build something, stay with it, build a place where people are excited to work. What do you suggest to people? What are the best suggestions you have for someone who would want to create a business with that kind of environment?
Alf Ruppert
Yeah, there are a couple of things maybe first, quite easy one: try to be nice to everyone being fair. It's not always the case for me that I can purchase the second Porsche. This is why the first the other was just a photo. It was at the very starting point, when you feel fine people that would be willing to make overtures and really push hard in order to build an effective company. But do not forget them when you face the initial obstacles, allow them to take part. We have to the two guys two people from the very first time I handed them shares. Then they offered them shares as the company starts to grow into a valuable. This means they're more involved in the company now that it's part of them is even the company they run. Yeah, so, so share your success, in the event that you can say one sentence what else Yes, then trying to create that's maybe a tough thing because he can we can offer no formula for doing it, but you can try create a pleasant and a comfortable atmosphere for everyone to feel that you're different from the other businesses. So in today's world with so many employees who work from home, the corporate culture can be confused. So and if you have individuals who don't really care about which kind of flag is in their house They're simply looking for they're sitting in the same space and are all working for the same company A, or perhaps working for Company B then you reduce everything in the name of money. Try to avoid it try to take action based on money that is created company culture, it's maybe an appropriate next step. I would say and we do not read as many books , because I've seen so many people constantly studying books, attending conferences and just thinking how they can do. It's my belief that there is one thing I've learned from the book is to write down your your company values. We really came up with an organization that we define what should define us and came up with a few of rules where we define our company values, we must be respectful, in a team and with respect, treat customers with respect and is more, we could even ask similar from customers. Our time is as valuable. There were a few things that I didn't note down. I did not write these down or put them up whiteboard. Together we came up with them. What is our identity as a firm? What what is our, environment that we wish to get measured? Yeah,
Nathan Collier
I've found it to be quite beneficial. Yeah, the values, I found that they're generally an expression of who you are, which is different than goals, right, which is where you want to be. You are what you wish to become. It's interesting to note how you essentially came together and simply described who you were, like what you are already that that then codified that your culture.
Alf Ruppert
And I use it every when I go to job interviews I lay it out in front of them, and ask them to look it up, and take a look at yourself and decide if how you'll fit in. If you know where you're at with these fundamental principles, then there's a decent chance that you'll fit into the organization.
Nathan Collier
Right? What are you going to kind of get fresh ideas or get new ideas? Do you go to conferences, books, magazines? Like, what? What do you think it looks like?
Alf Ruppert
I believe that the majority of my inspiration comes from conversations is derived from my conversations with clients. Even as my job was changed. This is because at the initial beginning, I did all the things. It was then the consultant guy, the person who helped, and, and the sales guy. I mean, meanwhile I'm quite certain that many people who say I'm the person that is the best about a particular topic within the organization. I have an idea from every department. However, I make sure to stay the conversation going with my customers. This is why I do still consult sessions, even though they're not as frequent because my coworkers as well as me. I also continue to do sales personnel that remain in conversation with customers of any size. So so I get to understand their needs. As I think about that, I will think the guy is facing problems that we cannot solve until the solution is found to make his life easier his business life. From that, we get thoughts. And, and I don't like to rummage around in to see all the trending topics. There's a funny tale. A business acquaintance. He was an avid supporter and attendee at and attended the SaaStr conference. He told me, you have to take a trip and check out the events there and there was one in Europe which I immediately thought OK, let's travel there. We went to the conference together with three other individuals. It was my first time attending this conference. And I was shocked because I had been looking for a way into a time-traveller back to 2000. The original tunnel was falsehood. When the first internet economy started. They would tell me to say I'm on the wrong part of the group. If that's the case, I can be there to tell them since I've seen what what these young guys are speaking of. It's not like I'm sitting in this spot, and again, disabled ship has never been lost. It was all about how do create it appear bigger and sell it and make the next venture capital? Nobody had ever made even one single euro in revenue. However, everyone did say Oh, great. He got another 20 million venture company. Is it a success to receive venture capital? It's not a success if you design something and sell something and, and and make really profits from it?
Nathan Collier
Yeah. It's true that we're just director of product attending the most recent Sastre Europe conference, is there, do you think it's risky to go to such a venue as well there are good and bad, but negative, but you get caught up with that whole business world, in which there are people who talk often about funding rounds, and other types of stuff. But it sounds like you're more focused and I know this is true however I'd like to have you talk about this. It's more about building a company that's, which is profitable. And and you can see it like 2006 Up to the present, and it's still in operation. What do you think that is the threat of getting too focussed on these varieties of venture capital concepts.
Alf Ruppert
I made this error, I already did this error in 1998 when I established my first company but which was the ecommerce stuff and this was the same as prior to the economic crisis of 2001, the entire market crashed. Yeah. That's right. And we built it up an application and made our last payment to bid C which was a big thing that was happening at the time. For younger people watching this it was an important exhibition that focused on computers and software and it was the largest in the world and it was taking place. It took place in Hanover and I can remember when he took our last money rented the mobile home as we don't have money to pay for having the proper hostel where they'll say, If we do not find anyone giving us money then we'll be dead after the after we found an individual who gave us money. They then force us to do you have to have to do this , that and the other. It was a very young me at that age, and I followed their advice only to get blown away. At the time, I believe I was between five and 600,000 years that I performed performing on scene German mouths. I don't remember that a length of time. It was certainly an amount of money to those of us back then. They also told us that if our account is empty, just call us you can another round. Yeah, interesting. However, I called them at the time of 2001 and they said oh, all the money was gone. We needed to shutter the company. And since that I promised that I would not accept any money from the Venture individuals who are telling me how to proceed. I also told that the bank we have didn't need any bank. From here until now, up to 1.151 five million euros revenue is that we funded ourselves with interest. So I don't even have even a
Nathan Collier
It's true that you're bootstrapped in the real sense of the word, like right from the beginning. What's the one thing you hope people will recall after hearing the conversation?
Alf Ruppert
Do not -- particularly if you're an entrepreneur. Don't allow yourself ... do not believe the nonsense they're telling you that they're selling an artist books and conferences to earn quick cash. It's much more fun to create something that will last, and this does isn't to say you're doing anything wrong ... should someone came around and said I give you 30 million euros, I'd reverse the thinking to sell it. So that's maybe the other aspect Don't worry if you decide to go with the route I choose, which is, in my opinion, an attractive alternative to creating something quickly up and sell it even before it makes its first penny or euro in revenue. But on the other hand, don't be too. If there's an chance at the end of the day, and it's best to sell than to let allow it to go. So it's an equilibrium.
Nathan Collier
And you can do all doing it while making the profit. Do you think you're saying this?
Alf Ruppert
Yeah, yeah. There's no way to be successful. In the event that you are the world tells that you're successful if you sell something at 20 million dollars, but what never made 1 million revenue, and you have to make it a reality in your wallet. Yet, I'll feel more successful, to build something where which which works as is and paying out to the employees of my company and make a good living for a couple of families.
Nathan Collier
Yeah. Also, thanks to Alfred. Or Thanks, Jeff. It's been it's been great. If someone wants to make an effort of befriend you, how do they do it?
Alf Ruppert
You can reach me through LinkedIn or just email me directly. You can find my all details regarding my contacts at the site. I'm delighted to impart my experience to every entrepreneur. And yeah, maybe lead into can take a amount of time since I've learned 90% of and prepare for whatever you're going to write about me, since 90% attempt to convince me of something right at the very beginning of a maze that I don't answer.
Nathan Collier
Perhaps you could say: Hey, I saw your interview, or even heard your podcast something as as the opening. Thanks, Alpha. Really appreciate it.
Alf Ruppert
Yeah, you're welcome. We appreciate it.