Retain employees for 10+ Years with Alf Ruppert -
A majority of CEOs do not run the same company for over 15 years, but Alf Ruppert isn't your typical tech CEO. "I'm somewhat closer to business owners from the 1950s" he says, a time where he believed that the importance of creating a positive work environment was more highly considered.
This is the reason at least four employees have been with the business since its inception.
In 2006, Alf was the founder of iOSXpert -- now the biggest partner for the Mac-based CRM and Project Management software Daylite. And for the past 17 years, Alf is growing the company without any external funding and maintained a strong retention rate of employees.
The former director of Content and Community spoke to Alf about managing a happy team, growing the company with no external funds and the development history within the Mac ecosystem, and running the business of consulting and software.
Watch the entire interview here or find it on any podcast you want to listen to.
Full-Interview: Audio-Only
Full Interview: Video
Transcript
Nathan Collier
Hello y'all. I appreciate you joining me today. Hi. Hi. Introduce yourself, introduce iOSXpert in order for people to have a piece of the context for the work you perform.
Alf Ruppert
Yes, I am Alf Ruppert, I was known as the actor everybody knows for the TV shows from the 90s or the later 1980s were like. I am grateful to God that I didn't get the name before. That name was not as popular at the moment. Sure, we are iOSXpert What are we doing? We are much more of a consulting business, as well that specializes in software consultancy that as there are numerous outside companies, however we specialize in Apple users, and we are able to assist Apple users. And this was the original idea that we came up with: iOS experts and meanwhile we're increasingly more of a software companies. We are currently working on improvements to a CRM tool that we sell. This is Canada's CRM software. It's quite well known by Apple users. It's called Daylite and to support the Daylite System we're making plugins, enhancements, and additional services and selling them all over the world. There are more than 120 nations.
Nathan Collier
And you are currently making calls from where in the world?
Alf Ruppert
We are located in Bendorf There is no one who knows about the city of Bendorf, which is located close to Koblenz. Koblenz is the city that it is where the Rhine as well as the Moselle River are meeting. Furthermore, Koblenz is located between Frankfurt between Frankfurt and Cologne.
Nathan Collier
Are you living in Germany? Yes, yes. Okay, cool. It seems like you've been working at this business for quite a long duration. So it looks like 2006. Is that right?
Alf Ruppert
Yes, I have even looked it up in order in order to provide accurate answers around that time.
Nathan Collier
Yes. Your LinkedIn says April 2006. This is a good thing, but the reason I asked that is, it's pretty unusual for me to run upon someone working on one project for that long. That's why I'm awed since 2006 was this was long before iOS existed at all. Similar to the iPhone was in 2008. Let me go back like how did how did this idea begin? For instance, how did you begin to work on this.
Alf Ruppert
It is why I love to work on the Mac. My very first job, actually, was at a company back then in the 90sat the end in the 90s. They were developing ERP software specifically for Mac users. It was completely bizarre as you needed to sell it to 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. It was a bit amazing to make businesses with Mac devices, not only making use of them to create a more creative world, even making use of them to create genuine business property. This is something I love extremely. And then there was an enormous ERP dying, which was filmed after the initial E-commerce New Academy scene was crashing for 2000 2001. In fact 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 the Apple database. The company had to close down too, and then I had been looking for a way to get my knowledge out to create something useful from all the information I had. It was Macs as well as business-related things. That's why I am unable to pinpoint the exact date when I started my business when I was in 2004, or 5, I began. with a large amount of time to spare because I was just about to lose my job it is big ERP running word was breaking to the ground in Germany. Therefore, I uploaded all the information I had online. It was my first website that I designed for myself. The reason I did this is a software called rapidweaver which made me open up the internet from the other side for my own benefit. Then I put everything I knew about business software using the Mac. Then out of that was the beginning of everything as I searched for a brand new product to market and came across Daylite and made contact with the Canadian people. I frequently say it was a really awesome thing to make it without the internet as 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 prior time was indefinable when you're doing business with an Canadian business that's contacts you and starting communication, but that ends up in the first meeting. Then, you work together.
Nathan Collier
It wasn't too far ago when we were doing what you're currently doing with me. I'm currently in the US and you're in Germany as this and this could have been the equivalent of an international long distance call for about $3 per minute or something similar to a payment made to a telecom company. It's interesting. You were able to post all your information on the internet? It's 2014, right? on the surface, and were able to acquire consultation clients? Perhaps it was directly to software?
Alf Ruppert
The only thing was that I had to have an understanding of this particular niche in things like business workflows and ERP software and run on an Mac. Therefore, I wrote down everything and I was aware that in the event 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've got expertise there. I've didn't know it existed. The first person who has all this knowledge in one place. And aside from that, I always try to locate a work to pay for the work I do. This knowledge is important, as well as for working on an Mac as well, while I was on my way, searching for an opening, I found the CRM program and have always been a sales guy. This is why I'm in need of something that's been unable to get off of and make it easy to sell. This isn't the guy who's what every one sells tells you, I can sell software, the automobiles of the next day or what but I need to fall in love with what I'm working on. Then I discovered something, which was Daylite since it's attractive in a way very much. Also, I was able to see the benefits for the customers. Then it gradually turned out that it was the very first one of my products recommended as well to my customers who consult me, and then the product was one that I would recommend to my clients. Okay, and started growth.
Nathan Collier
Then you began with consulting after which you were referred to the product. Then you started building, building programs to make the product even better. You've covered the full spectrum with this specific product.
Alf Ruppert
Yes, it started because I know the very first piece of software that we developed with Daylite was to make connections to phone systems so that you can push the button to call out or if somebody's calling, you'll be able to see which customers calling in. But the issue was, I don't know anything about developing software. Therefore, I came up with this idea. Even though I didn't have funds to implement this. Then I came across an individual developer who made a deal with him and say I'll sell the product and I will let you participate when you are sure of my. We did it with each other. And it was huge success.
Nathan Collier
I remember when that occurred because working for a company right around, 2010, or at the time that whole like making calls out of your laptop connected to a CRM that was fairly new in the time of the time. I'm not saying the time it had already been in the market. But I mean, if you go back to 2006 2007 or 2008 in that manner it was not something which people would do. Like the way that we conduct ourselves. Today, we are used to it.
Alf Ruppert
Yes. It's the norm however, it's not currently on Mac, you have difficulties today since, for Windows PCs, there's a it has a TAPI API. This means that your operating system comes with a phone connection, which the Mac doesn't have. Incredibly, the very first iPhone didn't have a too. Therefore, you couldn't utilize your iPhone using your Mac.
Nathan Collier
It's true that people can don't remember, it's difficult to recall, even the first iPhone launched with native apps without an app store the iPhone of 2008, and it was this way for a long time. So the iPhone today as we understand it is not the iPhone of 2008 ; the iPhone in 2008 was very groundbreaking. This is very intriguing. You think that you found this particular product Daylite? What is the risk in Daylite being a non-paying patron, you think you think. But you love this product? Like what was it about the product that caught your attention and made you think like, this is fantastic, I'd like to do more on this.
The book has been unifying a number of aspects. This means that the tourist book, it is the only calendar that is integrated as well as a way to connect different things. Even it grabs your email. So that was was an issue. And if you see the standard tools on the Mac, even if you're at a low-level, you compare it to Outlook and outlook. One application is which has your address books, your calendar , and emails. It's even more linked but it's it's one application for an Mac that's as close to three applications. And Daylite is exactly what it says. Combine all of these. Also, in the management of projects and possibilities for creating estimates, and selling stuff, all these are linked together and you only need only one solution. Jaya changes in my opinion. I believe, as a special specialist in that subject, it is what attracted me because it was in the 90s when it was thought of. Then, at the start of the 2000s, you can have one system that can cover everything, correct? The technology has evolved. There are millions of apps and small services. And so even my idea of the future has changed. In that how I think in the present, that you require a central app, maybe like the digital hub. Think of how Steve Jobs mentioned the iMac. You've also linked things to each other however you require a central application. This is of how we manage the issue. The way we are going today is that we have Daylite which is the basis of our improvements. A lot of our enhancements are relying on that that we are connecting different platforms. This means that we use an online booking platform known as Acuity which we added to Daylite as an example of a plugin. This is a great idea. Since if you can create an intelligent integration of two or more things such that it appears to the user that it's one application, but there are many applications it is possible to change to make it better. Because our work is so quick. Perhaps in a year we can find a better option that allows appointments to be made online and we'll need to connect this one. If you're able to stay using the same application, it will be tailored.
Nathan Collier
I love it. So so this is so an amazing transition from that last time, it's been just a few months ago, you and I talked very briefly about some of your ways of thinking about business. And I think you're starting to see a little of that. And what do you think are some of the core similar philosophies are used to help guide your business in making choices, since, again, 16 years, or whatever number of years have passed, you've been working on this project. The majority of entrepreneurs, you know, they build something, after which they market the product and go on to the next thing. And they never they don't enjoy it, and as an entire world of good, and that's great. In the same way and you could pursue that for a living. However, you've decided to kind of build one thing and then stick to it for this long period of time. So what what what keeps your attention to this kind of issue? Also, what's the kind of principles you've applied to make business decisions over time.
That's why I've always been attracted to. So there's one important thing that led me to become an entrepreneur, I totally dislike all the political issues you have to face in large corporations. So I wanted to have my own personal environment. Also, I am always happy doing my best to be part of a team. If you're safe and secure, if you're feeling comfortable you're at work, there's no distinction between working and leisure time. Just just, I like working because there's no reason to think that I have to go there in the morning or anything similar to that. Also, it was important for me to create a situation where everyone was who worked with me felt the same. Therefore, it was essential for me to take good care of my staff. Also, as I've mentioned in an informal discussion, perhaps I'm slightly different from this viewpoint, but I'm perhaps a bit closer to office owners or business owners back fiftys. And in our days,
Nathan Collier
what do you what does it mean when you've said it at least a few times? What is the meaning behind this?
Yeah. That's why I like to share with you an example of how located within the former Coca Cola building. The 50s were the time when they had very close to my office, where I sit there was a pool facility for employees. So they even they thought about creating something that would benefit the employees that will add benefit to their employees that makes them are happy. We can also take them to children to the area for swimming, since there was no swimming pool can no public swimming pool at that moment. That's why I say that I if somebody, there was a man recently who came to us as a trainee here. He was from Kazakhstan but now he's old enough to enroll as a trainee once more due to the German law and to get a new certification. So and then he ended up that his car crashed and it's not the most money. So we bought him a vehicle. Everyone who works here should be aware that there are problems we can solve somehow, if it's sometimes it could be money, it's sometimes upon when we travel from one flight to another as the entire team can be found. That's what exists here. That's maybe the thing I'm most proud of that I helped create the attitude here in the whole business with my team when I was a part of it.
Nathan Collier
Had it so so there will some entrepreneurs who think, Oh this sounds great. How did you do it? Like? What did you like about it? What are the most memorable decisions you made? Like? What? Like, that's a great model of a vehicle. Also, what other things did you do over the years ? That's kind been the catalyst for that kind of culture.
Alf Ruppert
We have to make calculations to make calculations, which is more important in the present. This is especially true today, when we must compensate for talents. It's for a smaller company like ours, we are I believe that we're in the same boat as Amoeba. 1670 employees, and it's very difficult to be the best to the company who pays the highest, since larger companies possess more cash and try to make a mark on the price side. That's a tough thing. But what we have done for the first time, I think we do it now at least 15 years, we go skiing every year with the whole team, a whole weekend, for example. There are other similar things, like in the summer and during the time that we were just trying to become somehow I want to say friends, acquaintances or perhaps something a bit different however it's the type of work family right, the kind that my American North American partners often refer to it as work family. Because we have also people who work long hours for us There are a few who are at most four in the country who have been mostly at the very beginning.
Nathan Collier
Let's talk with the young businessperson for a few minutes. So for people who, you think about it, think in a way that fits your way of thinking and thinking about things, so create, build something keep it up, build a place where people enjoy working, do you suggest to people? What are the best suggestions you have for someone who would want to create a business which has that type of culture?
Alf Ruppert
Yeah, there are a few things to consider the first one is a simple one is to try and be just a nice guy and honest. So not everyone is working to my advantage that I could purchase my second Porsche. This is why the first one . It was a mere picture. The moment was, very beginning, you feel fine people that will make gestures and work hard to make to become an effective company. But don't forget them if, if you take the first hurdles, then let them take part. Thus, we can say to two men two guys since the first day I handed them shares. Then they also gave them shares as the company starts to grow into a valuable. So they're even more into this because now it's an integral part of their company. Yeah, so, so share your success, if you want to say just one word, what more you're trying to make that's maybe a tough thing as we cannot offer no formula for doing this, however you must try create a relaxing and a comfortable atmosphere for everyone to feel that you're different from other organizations. Today 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 the flags are on their roof, they're just looking for they're sitting in the exact same place that they're in, working for Company A, or perhaps being employed by Company B, then you reduce everything to cash, and try to avoid it try to make a decision based an investment in the in the company's culture. an appropriate next step. to say that and I do not read as many books because I know that there are a lot of people studying books, attending meetings and thinking about what is what they should do. In my opinion, there is one of the things I've learned from book was was write down your your company values. So we really created with a team we say our core values and we found a couple of guidelines that say these are our corporate values. We are respectful, working together and with respect, treat customers with respect and is more, we could even ask the same from the customer. We want to our time to be as precious. Some things, but I haven't written them down and Put the notes on whiteboard. The group worked together. What is our identity as a firm? What's our scene where we want to be measured? Yeah,
Nathan Collier
It was extremely beneficial. The values are definitely helpful. I found that they're they're often like, it's an expression of who you are and not necessarily a reflection of your goals, right, which is what you'd be. You are what you wish to be. It's interesting to note to know that you kind of came together and simply described the person you are, and who you were already that that that then codified that culture for you.
Alf Ruppert
It's a tool I've used every time I have job interviews I lay it out in front of them, and ask them to look it up, and consider whether how you'll fit in. If you are able to identify the place you stand with these core principles, then there's a decent possibility that you'll be a part of the group.
Nathan Collier
Right? Where do you go to for innovative ideas or fresh ideas? Do you go to publications, conferences, or books? 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 customers. Even as my job evolved. This is because at the beginning I took on everything. It was then that consultant person, and the support guy, and as well, the salesperson. In the meantime I'm the one who has many times say I'm the person that is the best about a particular topic within the organization. I have an idea of what's happening in every department. Yet, I strive to remain in direct conversation with customers. This is why I do still consult sessions, even though it's not that much because my coworkers and I still do sales representatives that am still having conversations with clients of all sizes. So so I get to be aware of their requirements. Then I reflect on that and will think, this guy has problems that we cannot resolve until we figure out how we can help him in his business life. Then the thought process, we can come up with some ideas. Also, I do not want to chase around with the latest trending topics. There's a funny tale. I had a business friend. He was a big friend and attendee at SaaStr. SaaStr conference. So so he told me I should visit and look at it. There was one in Europe and I thought, We'll visit there. We went to the conference with three persons. Then I attended this conference. Then I got shocked as I thought I was running to a time tunnel back in the 2000s. This was the original as the bullshit. The internet's first economic boom was born. They would tell me to believe I'm on the wrong side of the audience. If so, I could sit there and explain to people since I've seen the things these youngsters have been talking about. But I'm not here and here again, the disabled ship was never lost. Everything was about how can we make it look like bigger and sell it and receive the money for the next venture? There was no one who had earned any revenue of one centimeter. But everyone was was were saying"Oh, that's great!. He got another 20 million venture capital. Is it a success to receive venture capital? It's not a success if you design something and sell something and earn money out of it?
Nathan Collier
Yeah. So we were just our head of product was just in the last, similar to Sastre Europe conference, is thereany reason to believe it's risky to go to such a venue, and, you know, some good, some terrible, and it's easy to get caught up in that sort of whole venture world where, where people are they talk an awful lot about funding rounds and those sorts of stuff. However, it seems like you're more focused and you know that this is the case, but but I'd love for you to talk about the topic. It's more about creating a business and profitable. And and you can see it like 2006 Up to now still still going. What what do you think that is the threat from not focusing too much on these kinds of venture capital ideas.
Alf Ruppert
I did this mistake I made this mistake because in 1998, I established my first business, however it 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 a software and then we went with our last money to bid C which was the most talked about thing at that time so for young people who watched this it was an important exhibition that focused on computer and software. It was one of the biggest and most important ever in the world was happening. The event took place in Hanover and I remember He took our last money rented the mobile home as we have no cash to get a proper hotel and they'll inform us that, if we don't find someone giving us money, we will be dead after the after we found somebody went to a guy who gave us money. Then they make us to perform this , that and the other. In fact, I was only a little in that time, and I followed their instructions and get blown away. At the time, I believe that it was somewhere between five and 600,000 years I was on scene German mouths. I can't recall that long time. But it was quite a lot of money for us at that time. Then they informed that if they found the cash empty, just call us you can another round. Yeah, interesting. The problem is, I called at the time of 2001 when they told me that the money all the money is gone. We were forced to shut down the business. Since I said that I wouldn't take any money from the Venture individuals who are telling me what to do. I told the bank, we never needed to use the bank. Everything we reached from from here to meanwhile, close to 1.151 point 5 million euros revenue is that we have financed ourselves interesting. In fact, I'm not even able to possess an account.
Nathan Collier
It's true that you're bootstrapped to the fullest extent of the word, like since the beginning. What's the one thing you'd like people to remember after listening to this conversation?
Alf Ruppert
Don't -- especially when you're an entrepreneur. Don't allow yourself ... don't hear the nonsense they are telling you like the artist's books or conferences to earn quick cash. It's better to construct things that last for a long time, but it does not means that I'm not ... if somebody came around and said I give the buyer 30 million euro, I would reverse the thinking to sell it. This is a potential alternative side Don't be if you opt for the same route that I prefer, as I think that it's the more attractive way than trying to fast build something to sell it before it has earned its first penny or euro of profit. However, on the other hand, don't get too. There's always a business chance at the end of the day, it's best to sell than allow it to go. So it's a balance.
Nathan Collier
You can accomplish all that while operating at a profit. Do you think you're saying this?
Alf Ruppert
Yeah, yeah. It's not a success. If you of course we will inform that you're successful when you sold something for 20 million dollars, but what not have made a million in revenue that you must allow it to be in your pocket. But I will I be more satisfied if I create something that can be considered fine on its own and pay salaries for my team and earn a decent income for two families.
Nathan Collier
Yeah. Thanks, Alfred. Also, thanks Jeff. It's been it's been great. If you want people to kind of befriend you, how do they do that?
Alf Ruppert
You can reach me through LinkedIn or just email me directly. All details regarding my contacts on the on the website. I'm delighted to impart my knowledge with any entrepreneur. Maybe leading to take a bit time because I've learned 90% of and prepare for whatever you're going to write to me because 90% of you are starting to try 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 noticed that I saw your interview or heard about your podcast, or something as as the opening. Thanks, Alpha. Really appreciate it.
Alf Ruppert
Yeah, you're welcome. Thank you very much.