Retaining Employees for More than 10 Years using Alf Ruppert
A majority of CEOs do not run the same business for more than 15 years, but Alf Ruppert isn't the usual tech-related company founder. "I'm a bit closer to those who ran businesses in the 1950s" he acknowledges -- a period where he believed that the importance of creating a positive working environment was highly valued.
That's why at least four employees have been with the firm since it was founded.
In 2006, founded iOSXpert -- now the most significant partner of the mac-based CRM and project management program Daylite. For the last 17 years Alf has grown the business without the aid of external funds and has maintained an impressive retention rate of employees.
The former Director for Content and Community spoke to Alf about managing a happy team, how he's grown the company with no external funds, the history of developing in the Mac environment, and managing a consulting and software business.
Listen to the complete interview below or find it wherever you listen to podcasts.
Full Interview: Audio-Only
Video of the Full Interview
Transcript
Nathan Collier
Hello y'all. Thanks for joining me today. Hi. Hi. Introduce yourself, and then introduce iOSXpert in order for people to have a bit of a context about the work you perform.
Alf Ruppert
Yeah, my name is Alf Ruppert, I was named like the guy that everybody knows for the TV shows of the 90s or in the latter part of the 80s. Thank God that I didn't get the name before. That name was not as popular at the time. We, at iOSXpert What are we doing? We're more or less a business consulting business, as well as a software consulting company like many outside, but we are specialized in Apple users, helping Apple users. This was the first thing that we created: iOS experts and meanwhile we're becoming more and more software-based companies. We are currently working on an improvement to a CRM tool that we sell. It's Canadian's CRM tool. It's quite well known by Apple customers, and is referred to as Daylite and to support the Daylite System we're creating plugins and enhancements as well as additional services, and selling them all over the globe. In addition, we have 120 countries.
Nathan Collier
Are you calling in from the whereabouts of the world?
Alf Ruppert
So we are based in Bendorf We are unaware of the tiny city that lies near Koblenz. Koblenz is the city where the Rhine as well as the Moselle River are meeting. Furthermore, Koblenz is between Frankfurt and Cologne.
Nathan Collier
Are you located in Germany? Yes, yes. Okay, cool. You've been working on this firm for a lengthy period of time. So it looks like 2006. Does that sound right?
Alf Ruppert
In fact, I'm going to look it up to give correct answers around at that point.
Nathan Collier
Yes. Your LinkedIn says April 2006. This is a good thing, but main reason for me to ask this is that it's uncommon for me to come into somebody who has been involved in a single project for so many years. So I'm just I'm fascinated as 2006 is that's way far before iOS existed at all. Similar to the iPhone was released in 2008. Also, let me ask you a question what was the process that led to this idea begin? For instance, how did you get started on this.
Alf Ruppert
It is why I love to use the Mac. My first and very first actual job, was with a company back then in the 90s, towards the end of 90s. They had developed ERP software that was targeted at Mac users. And this was totally strange, because you had to market it to the people living in this day and age, as Mac was a cost of 10,000 German marks in that period. While a PC cost approximately four or 5000. So it was very unusual to be able to create businesses with Mac computers, and not just making use of them to create a more artistic world but even using them for genuine business property. This is something I love very much. Then there was the huge ERP dying, which was filmed after the initial online academy for e-commerce was crashing for 2000 2001. And even at that the time, I was working for a business that was trying to create an ecommerce solution that was based off of the Apple database. And we had to shut down, too. And then I was deeply searching for ways to share my expertise and make something meaningful using all the knowledge I had was Macs and with business items. That's why I have a hard time describing that when I began my venture, I think in 2004 or 2005, when I first started. having a ton of free time because I had just lost my job it is big ERP going word was going down in Germany. This is why I decided to put all the information I had online. It was the first website that I designed for myself. The reason I did this is a software called rapidweaver , which allowed me to access the web to the world from a different angle for my own benefit. So I published everything I knew about business software on the Mac. And out of this there came it's everything started because then I search for a brand new product to sell and found Daylite and get in contact with the Canadian people. I frequently say it was a really cool thing I made it out of the internet because the fact that I'm that old, even though prior to the internet, it was before the internet was really a game changer for me because the time before it was indefinable when you're doing business with the Canadian business that's has a way of getting in touch and initiating communication. this leads to a first meeting. Then, you work with them.
Nathan Collier
It wasn't too many years ago, but it was not that long ago as you're currently doing with me. I'm currently in the US and you're in Germany and this isn't and this could have been the equivalent of an international long distance call for like $3 a minute or something similar to a payment made to a telecom firm. It's interesting. Did you decide to upload all of your material on the internet? The year 2014 is classified in there you, you have you picked up consultation clients? Was it straight to the software?
Alf Ruppert
The only thing was that I had to have the right knowledge of the business workflow as well as ERP systems, and it was based on an Mac. Therefore, I wrote down everything and I was aware that should it turn out that I've got my personal history that is safe for me, then I could review of my past. But it turned out that individuals contacted me to say"Oh, you've got knowledge there, I did not know about this. The first person who is able to gather all the knowledge one place. Apart from that, I always try to get a job that pays to pay for the work I do. This knowledge is important, as well as for working on a Mac, and when I was looking for an opportunity, I found the CRM program and had always been a product guy. This is why I'm in need of something that's been unable to get off of and sell it easily. It's not me, whom is told by salespeople. that I'm able to sell software, car that's next in the market, or anything else however, I must to love what I'm working on. And I found something and this was Daylite because it's an attractive way very much. It was clear that there would be a benefit for customers. It slowly came out it was the first product that I had recommended and to my consulting clients after which it was the same product I recommended. Okay, and started growth.
Nathan Collier
You started out, you started consulting, after which you were referred to this product and then eventually began building and building software to even make that product more effective. You've covered the full spectrum with this specific product.
Alf Ruppert
Yes, it started because I remember the first piece of software we created with Daylite was to make connections for phone systems, so it was possible to press an icon and dial out, or if you're calling, you'll be able to identify which people are calling. The problem was that I don't know anything about software development. So I just had this idea. And I had even no cash to pursue this. Therefore, I found a developer made a deal with him, saying I'll buy it, and I will let you participate when you are sure of my. Then we worked in tandem. And it was huge success.
Nathan Collier
I remember when that was happening because I was working for an organization around 2010, or at the time that thing about making calls out of your computer tied to a CRM was relatively new at the time, the time. I'm not saying this was before it was already on the market. If you think back to 2007 or 2008 in that manner the idea wasn't a common thing which people would do. Like the way that we do it. Today, we consider it a given.
Alf Ruppert
Yes. It's the norm however, it's not currently on Mac, you have issues today due to the fact that for Windows PCs, there's a it has a TAPI API. So it means it's standard that operating systems have a phone connection, which the Mac isn't equipped with. Incredibly, the initial iPhone didn't have a too. So you weren't able to utilize the features of your iPhone from your Mac.
Nathan Collier
It's true that people can are unable to remember what they like, and it's difficult to remember, even the first iPhone that was launched with native applications and no app store like it was for many years. So the iPhone today as we understand it is not the iPhone in 2008, and the iPhone of 2008 was groundbreaking. It's very fascinating. Did you think you would found this particular product Daylite? What at risk of Daylite not being a sponsored sponsor, right, like so. You love the product? Was there something about the product that got your attention? And made you think like, this is awesome, I'd love to continue working with this.
Unified a couple of things. So it is not only it's not only a tourist guidebook, but the only calendar that is integrated as well as a way to connect things together. The app even catches your email. So that was was an issue. When you view all the basic tools available on Mac, even if you're in a minimal level then you can compare it with Outlook and Outlook. There's one app where you have your address books, your calendar , and your emails. The problem is that it's not linked at all, however, it's only one app for an Mac that's as close to three different applications. It's also Daylite does exactly that. Combine all of these. Also, in the management of projects and the opportunities to make estimates as well as making sales and everything else. All this is linked up together and all you need is one solution that Jaya is now using. It has evolved according to me. As an expert in this subject, it may have attracted me because it was in the 90s when it was thought of. Then, at the start of the 2000s, you have one solution which covers all the bases, isn't it? Meanwhile, the technology has evolved. There are many millions of apps as well as small services. So even my concept of the future has changed. In that way that I say now, you need a central application such as the digital hub: how Steve Jobs mentioned the iMac. You've also connected things, but you need one main application. That's that we will handle this. The way we are going today is that we have Daylite as the primary reason which is why we've added our own enhancements. And a lot of the enhancements are relying on that the fact that we connect different systems. This means that we use an online booking service named Acuity that we integrated into Daylite, which is an example of a plugin. And I liked this idea. Since if you can create a clever integration of several things so it seems to the user as if it's one application, but there are several applications, it is possible to change to make it better. Since our process is quick. Maybe in one year, we can find a better option for offering appointments online, and we'll need to link this solution. If you're able to stay in the application that is centrally tailored.
Nathan Collier
I love it. So so this is so this wonderful transition to so when we last spoke in a couple of months, you and I talked very brief about just the way you think about your business. It seems like you're beginning to get a little bit of that. And what do you think do you think are some of the fundamental similar philosophies you use to sort of inform your company's decision-making, as again, 16 years, or however long years it's taken to working on this project. The majority of entrepreneurs that they create something and then they sell it , and then move on to the next project. They never don't like that that's and there's an entire world of good which is great. As a group and you could pursue that in a profession. But you've chosen to sort or build something and then stick to it for an extended period. What is it that keeps you what keeps you focused to this kind of issue? Also, what's the kind of principles you've employed in making business decisions throughout the years.
Therefore, I was always fascinated by. So there's one important thing that led me to become an entrepreneur: I do not like the policies that one has to do in bigger companies. So I wanted to have my own space. Also, I am always happy working in teams. If you're safe and secure when you're at ease, you're at work, there's no different between your work and your free time. Simply put, I love working because there's no reason to think that I have to go there tomorrow or something like that. Also, it was important for me to establish the environment in which everyone who worked with me felt identical. It was therefore essential that I care for my employees. Also, as I've mentioned in an informal discussion, perhaps I'm tiny bit more at the moment. From a business viewpoint, but I'm just a bit close to office managers or business owners in the 1950s. And in our days,
Nathan Collier
What does it mean when you have you said that several times? What do you mean by this?
Yeah. So I love to give the reader an example. we are having our office in the former Coca Cola building. In the 1950s, the building was very close to my office, which I am in, they had a swimming area for their employees. So they even they thought about creating something that that they can benefit from which can give an extra worth to them and make them feel good. Also, we could take them to children to the area for swimming because there was no publicly accessible swimming pool at the moment. That's why I say that I if somebody, there was a man recently in our community, who was an apprentice in our facility. The guy was originally from Kazakhstan He's now grown up and has to enroll as a trainee again because of the German regulations and to get a new certification. So and then he ended with his car crashing in the middle of nowhere, which isn't really enough cash. Therefore, we gave the automobile. So everybody who's working at the moment should be aware of when he faces problems we could solve even if it's not always that simple. was money that was sometimes passed in the air when we go from one flight to another, and the whole team is there. And that's the atmosphere that we have. It's probably what I'm most proud of that I created that atmosphere that has been created in the entire company with a team I joined it.
Nathan Collier
It's a fact that there are going to some entrepreneurs that are thinking, that sounds awesome. How did you do it? Like? What was your experience with? What were some of the choices you took? Like? What? That's an awesome example of a car. Also, what other things did you do over time that has kind or created this culture.
Alf Ruppert
Therefore, we must calculate the value of our time, which is more true today. It's even more difficult today when we must compensate for talents. That's why, an issue for small companies such as ours, we are I believe we're with the amoeba. We have 1670 people. and it's very difficult to stand out as the top company to the business that pays the least, as there are bigger companies that have way more money and to come try to compete on the money aspect. This is a difficult task. But what we have done in the very first time and I believe we continue to do the same thing now for about fifteen years ago, and we go skiing every year with the whole team, even for a full weekend, for example. We also do a few similar things, like in the summer or summer when we just wanted to become somehow I want to say friends, acquaintances, perhaps something different however it's the type of work family right, the kind that my American North American partners often call it work family. We also have people working long time for us We have of people in the country who have been at least from the start.
Nathan Collier
What would you say about the future entrepreneurs for a moment. So for people who, who are thinking about they are a fan of your philosophy the way you're thinking about things, so make something happen keep it up, make a space where people enjoy working, do you suggest to them? What are the best suggestions you have for someone who would prefer to establish a company which has that type of environment?
Alf Ruppert
There are couple of things that could be the first one is a simple one is to try and be nice to everyone being honest. It's not always the case for me that I can get my 2nd Porsche. It's a mature drive. one . It was a mere picture. The moment was beginning of your journey, you feel fine people that are willing to make some overtures and really push hard to make to become successful, but do not forget them when you face the initial obstacles, allow them to participate. We are able to offer the two guys at the beginning I handed them shares. They gave them shares as the beginning of the business's growth and become valuable. They're more interested in this because now it's part of them is even their company. Yeah, so, so you can share your successes, and if you want to say only one thing, then yes, then trying to create that's maybe a tough thing as we cannot give no recipe to do it, but you can try to make a comfortable and a comfortable atmosphere for everyone and to stand out from other organizations. So in today's world with so many employees who are in remote locations, their business culture tends to get confused. And if you're surrounded by people which don't care how what kind of flag they have up on their rooftop, they're just seeking the same same environment that they're in, working for Company A or being employed by Company B, then they reduce everything down to money, try to stay clear of it and take action based the money created by in the company's culture. the the next step is to say that and I aren't reading too many books , because I've seen so many people constantly studying books, attending conference and asking themselves how they can do. And I would say there is one thing I've learned from book was was write down the values of your business. We really came up with an organization that we define the things that define us, and came up with a few of principles that we use to declare these as corporate values. We will be respectful, together and respectful treating, will treating customers respectful and what is more, we could even ask to receive from our customers. Our time as valuable. There were a few things that I didn't note down. I haven't written these down or put them up on the whiteboard. Together we came up with them. What defines us as a company? What is the place where we would like to be measured? Yeah,
Nathan Collier
I found that that's extremely beneficial. Yes, values. I noticed that they're often like, it's an reflection of your personality that is distinct from goals, right, which is what you'd like what you want to become. That's very interesting to know that you kind of came together and simply described your identity, as well as the person you already were which then became a style of living for yourself.
Alf Ruppert
Every whenever I am in a job interview, I put it in front of them, and ask them to read it, and take a look at yourself and decide if you will fit in there. If you can identify where you stand with these core values, it's a fair likelihood that you'll make it into the team.
Nathan Collier
Right? What are you going to sort of like to get fresh ideas or get new inspiration? Do you go to the internet, books, or conferences? Like, what? What do you think it looks like?
Alf Ruppert
I believe that the majority of my inspiration comes from the time is derived from my conversations with clients. I'm still, even as my role has changed. So because in the very beginning, I did everything. So it was the consultant guy, the support person, and, and the salesperson. In the meantime I'm the one who has many people who say I'm the person who is knowledgeable, at the very least on a certain topic in the company. It's just that I've got a great concept from each department. But I try to keep in direct conversation with customers. Therefore, I continue to conduct consulting sessions even though it's not nearly as much since my coworkers and I continue to work with sales personnel that remain in conversation with any customer of any size. This means that I am able to understand their needs. And can reflect that and can think about, hey there's a problem that we couldn't solve until the how we can help him in the way he conducts business. Then it is possible to come up with ideas. Also, I do not like to rummage around in the latest fashions. I've got a hilarious story. I had a business friend. He was an avid supporter of and attended the SaaStr conference. And he said that you should go and have a look at it. There was one in Europe and I decided, OK, let's travel there. We went to the conference together with three other persons. And I went to do this conference. It was a shock because I thought I was running into a time-traveller back to the early 2000s. The original tunnel was falsehood. As the internet's first economy started. They were telling them I say I'm on the wrong side of the audience. If so, I could sit there and explain to people that I've already witnessed the things these youngsters were talking about. And I'm not sitting there and back again. the disabled ship was never to be lost. All was focused on how could we make it look like larger and then sell it to make the next venture capital? Nobody had ever made even one single euro in revenue. Everyone did say Oh, great. He also got another 20 million venture firm. What is the likelihood of success when you obtain venture funding? There are no successes when you create something and sell something and earn money out of it?
Nathan Collier
Yeah. We were just chief of product in the last, similar to Sastre Europe conference, is there, do you think there's a danger to go to such a venue as well certain good things, and some bad but like that it's easy to get caught up within that venture world where, where people are they talk an awful lot about funding rounds and those types of issues. However, it seems like you're more focused and you know that this is the case, but but I'd love to hear your thoughts on this. You're much more focused on building a company that's, which is profitable. It's clear that this as a 2006-like company that is now still still going. How do you feel about could be the risk from being too focused on those varieties of venture capital concepts.
Alf Ruppert
I made this error, I already did this error in 1998 when I founded my first bigger business, however it was the ecommerce stuff and this was the same as preceding the new economy of 2001 the entire market crashed. Yeah. That's right. We built an application and took our final money to the C bid , which was the most talked about thing at was happening at the time. For young people who watched this it was an important event that was all about computers and technology and was one of it was the largest ever in the world was happening. The event took place in Hanover and I remember He was the one who took our final money to rent the mobile home because we have no cash to pay for the hostel in which they'll tell us that If we do not find anyone willing to pay us cash then we'll be dead following the time we discovered someone went to the person who gave us money. Then they make us to perform the following and this. In fact, I was only a little when I was that age. I followed their advice only to be blown away. At the time, I believe I was between 5 and 600,000 years when I appeared performing on stage German mouths. I don't remember that a length of time. But it was quite an amount of money for our family at the time. They also told that if they found the cash empty, call us and to make another call. Yeah, interesting. The problem is, I called and it was 2001 when they told me that all the money is gone. We needed to shutter the company. And since that I promised, I will not take any money from from Venture those who tell me what I should do. I told that the bank we have did not require any bank. From here until now, up to 1.151 points 5 million euros in revenue, is because we financed ourself interesting. Therefore, I do not even possess a
Nathan Collier
It's true that you're bootstrapped in the true sense of the word. It's like right from the beginning. What's one thing that you hope people will be able to remember following the conversation?
Alf Ruppert
Do not -- particularly if you're an entrepreneur. Don't allow yourself ... be astonished to hear these lies they are telling you like the artist's books or conferences to earn quick cash. It's much more fun to create things that last for a long time, but it does isn't to say you're in any way ... If someone would come around would say I'll pay you 30 million euros, I would reverse the thinking to sell it. This is a potential alternative aspect Don't worry if you opt for the same route that I prefer, as is, in my opinion, an attractive alternative to trying to fast build something to sell it before it makes the first dollar or euro in revenue. On the other hand, don't overdo it. There's always a business chance at the end of the day, and you're in a position to either sell it or to let take it off the table. So it's a balance.
Nathan Collier
All of this while earning a 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 you you are successful if you sell something at 20 million, it would have never brought in 1 million dollars that you must allow it to be in your pocket. However, I would consider myself more successful if I construct something that works as is and paying out to the employees of my company and earn a decent life for two families.
Nathan Collier
Yeah. Also, thanks to Alfred. Or Thanks, Jeff. This has been a great experience. If you want people to kind of get to know you, how can they accomplish that?
Alf Ruppert
Contact me on LinkedIn or just email me directly. Find all of my contact information on the on the website. I'm happy to share my experience to every entrepreneur. And yeah, maybe lead in can take a little amount of time since I've learned the majority of what I've learned and prepared for what you're writing me there because 90% are starting to try to get me to buy something from the start of maze I do not respond.
Nathan Collier
Maybe you can say Hey, I noticed that interview, or heard your podcast or anything similar to the opening. Thank you, Alpha. We really appreciate your kindness.
Alf Ruppert
Yeah, you're welcome. We appreciate it.