If you’ve ever applied for a job anywhere, you probably had a terrible experience.

Submitting an application into a black hole.

Waiting weeks without hearing anything. Maybe never hearing anything at all.

Vague instructions and trying to guess what the selection criteria are.

Delays getting an answer from early interviews.

Lack of any feedback if you get to later interviews.

More delays getting an offer…then, suddenly, time is of the essence and you must make a decision right now!

For most candidates at most companies, this is probably familiar. How does it make you feel about that company? They might be building awesome products, using the latest tech and working on a problem you really want to be part of. You start off with a great impression from their cool products, external marketing and great reputation, only to leave the process disappointed.

Recruiters are a waste of time – not only do they do a terrible job for their clients but they usually contribute to the reputation damage inflicted by badly run processes. But the companies themselves are just as bad. Once a recruiter hands the process over, then they could still run things properly.

Recruitment is odd in that it usually fails – the most common outcome is the failure of the candidate. That’s by design. Many more people interact with the company through the recruitment process than will ever be employed there.

So why not make them advocates? Or at least not detractors.

Even with the disappointment of not being selected for a job, the company can still leave the candidate with a positive impression.

A well run recruitment process should always send replies quickly and keep the candidate informed at all stages. The candidate should never have to chase for a response. It should be run quickly, with progression to the next stage happening over the course of days or within 1-2 weeks. Schedules sometimes don’t fit but with people being the most crucial aspect of the success of a business, making time for candidates should be a priority. And if a candidate dedicates time to the process, the least you can do is let them know why they weren’t successful in the end.

Every company uses a system to process applications. Communication should be built in, it can even be automated at the early stages. There is no excuse.

Why? Because the candidate might become a customer. They might tell their friends (who could be suitable candidates). They might apply for another position in the future.

Recruitment is another opportunity to build the company brand. To do some marketing. To enhance reputation and show off. It should be treated as such.

2009, when Server Density started, was very early in SaaS. Most software was still sold on-premise with licensing. Some well known products like Salesforce, Xero and GMail (G-Suite/Google Apps) were delivered SaaS-only but they were the minority.

This meant that the understanding of SaaS marketing was also very early. “Growth hacking” wasn’t a thing and a lot of marketing was still around AdWords and banner ads. Indeed, one of our more effective early campaigns was a banner ad on the newly launched Server Fault as part of the Stack Overflow community!

Content marketing was also new. I was able to build up a huge following over the years simply by writing good quality technical content that would appeal to my target audience. The Server Density blog was and remains the biggest source of traffic and leads to the product.

2018 is very different. We’ve reached saturation point for all of the above low-cost channels. You have to do them all but they are only a small part of the marketing mix.

The biggest component in SaaS marketing today is events and conferences. This has been growing over the last few years but attending, speaking at and sponsoring events is now a huge, if not the largest, aspect of SaaS marketing spend. You have to pay to play.

Regardless of who you’re targeting – from developers to small businesses and from startups to enterprise IT managers – being at conferences is a highly effective method of generating leads, and talking to your existing customers.

Potential customers use conferences to discover new vendors. It’s the new way to search for products to evaluate. This surprised me when I was manning our Server Density booth – the number of potential users who come up and ask about your product as part of an evaluation they’re starting. Or because they’re interested in what’s new. These are kind of people you’d expect to hate any commercialisation – that stereotype is outdated.

Existing customers are just as important. If you don’t have a stand, they’ll wonder why you’re not there. They want to see the vendor they picked with a huge presence and lots of marketing materials, and probably t-shirts and swag they can take home, too. It validates their past decision and is also another channel to market to them for cross selling new products or explaining new functionality. Conferences are a legitimate channel for customer success!

If you’re not at all the big industry events, you’re not being seen.

The challenge is that it is expensive.

The cost of sponsoring combined with travel, hotel and food for several team members in high, not to mention any marketing collateral, banners, swag and all the other booth materials. Just sponsoring for your logo to appear isn’t sufficient – you have to have the booth table, too. And you need a good location with plenty of traffic. If you don’t, your competitors will. That’s not cheap.

This is hard for startups. You need a team of people working the conferences and managing the logistics not just a few times a year but a few times per month. The spend quickly ramps up. But the reasons are obvious – it’s difficult to match the lead volume and quality, because you can qualify and demo on the spot. This is why all your competitors are doing it, and it’s why you need to be doing it too.

It’s also a big reason why you can’t do SaaS without significant funding. Without it, you simply can’t compete with the spending levels needed to get the conference machine going.

One of the lessons of the High Growth Handbook is that the most successful software companies start out with a single product, but soon shift to using their distribution advantage to offer a portfolio of products:

Startups tend to succeed by building a product that is so compelling and differentiated that it causes large number of customers to adopt it over an incumbent. This large customer base becomes a major asset for the company going forward. Products can be cross sold to these customers, and the company’s share of time or wallet can expand. Since focusing on product is what caused initial success, founders of breakout companies often think product development is their primary competency and asset. In reality, the distribution channel and customer base derived from their first product is now one of the biggest go-forward advantages and differentiators the company has.

This advantage is fairly clear when it comes to public cloud providers.

When AWS first launched, it began with basic infrastructure primitives: storage (S3) and compute (EC2). Over time, it has added a vast number of products into the ecosystem.

This is a classic enterprise model: if you buy one product in the suite, when you need something else you will look to the vendor you already have a contract with first. This is because it simplifies management interfaces, network configuration, security, support, billing and legal agreements.

AWS certainly has an advantage here – it has the biggest mindshare amongst developers. The ecosystem effects of people with the right technology experience are compelling. Google is competing hard, but AWS is ahead when it comes to the size of the portfolio.

Yet AWS has a weakness when it comes to the office productivity suite. This is already a massive lead generator for Microsoft and Azure, and it could become a big source of customers for Google too.

Microsoft has been leveraging its licensing advantage amongst the largest, enterprise customers who use their productivity products – Office, Exchange, Windows. For a long time, Azure was being pushed to be licensed as part of the deal. If you’re already using Microsoft products, it makes sense to consider Azure first.

Whilst Microsoft might have a good base within the enterprise, Google has a similar foothold within the technology community. Pretty much every startup uses G Suite for email, calendar, docs, etc. Most of these use AWS. But the improvements in Google Cloud Platform, and the security and identity products in particular, are making the G Suite to G Cloud cross-sell more compelling.

Hows does AWS compare? WorkMail and WorkDocs. Not particularly compelling products, and products which seem to have been neglected. I don’t know anyone using either of these. Why would you?

This is one major area that AWS is significantly behind.

The Microsoft / Azure demographic is quite different from those using AWS and Google, but as G Suite and GCP become more tightly integrated, it will become a big differentiator for them.

It might seem like Brexit the only thing the Government is doing right now but in the 2017-2019 Parliament so far, some 23 Bills have received Royal Assent with more than half of those in 2018.

Some of these bills have introduced big changes, such as the Data Protection Act or the Space Industry Act. The former implementing GDPR and the latter paving the way for the UK to enhance its position in the space industry through new launch capabilities.

However, Brexit is taking up a significant part of any policy discussions inside and out of government. Touching every possible area, it is the most important and challenging question of modern times, something which is unlikely to change any time soon. This presents an opportunity for new businesses.

I was recently at an investment forum where we saw 12 startups pitch for funding. The format was very similar to when I was pitching for an initial pre-seed investment into my own software as a service business in 2009: just a few minutes to explain the what, why and how of your idea. But what was different were the types of companies and their approaches to monetisation.

The old approach where the majority of companies focused only on user growth, dealing with revenue later, was gone. These were companies with real business models actually charging for the value their products deliver to the customer rather than relying on vague notions of maximising users and selling them to advertisers.

Everyone always looks at Google as the example of an amazing ad-driven business, and it is. But there are very few situations where you can mirror the user intent of actively searching for something right now. In that context, a relevant ad makes perfect sense. Or if you know so much about a user that you can predict what they might want whilst they browse a social network feed. But these opportunities are rare. Isn’t it actually easier (and better) to build something so useful your users want to give you money for it to continue to exist?

Not only that but most of the pitches were for businesses hoping to tackle what I like to call “real problems”: healthcare and mental health, cyber security, new takes on financial risk, insurance, and several others.

What stood out to me was how many of these startups were addressing challenges which actually attempt to solve some of the big problems in society today. Bringing the startup model of new, innovative thinking to areas which might typically have only been considered solvable by government or the charity sector.

With the public sector grappling with Brexit, it is encouraging to see the forces of competition, revenue and profit coming in to propose solutions to bigger issues than how many more clicks can we get on an ad.

Whilst Elon Musk is often held up as one of the few entrepreneurs tackling big challenges, if the small sample size of the investment forum I attended is anything to go by, there are actually many more. The tech industry shouldn’t just be associated with “eyeballs” or libertarian Silicon Valley culture – it should be about tackling the big problems. For me, this means cyber security, healthcare and space as the areas of biggest opportunity over the coming decade. All areas that were once exclusive to the public sector. What else might also benefit from this approach?

Everyone is asking whether there are any real opportunities in Brexit, for there are certainly obvious downsides. With the public sector busy dealing with the incredible difficulties of extracting ourselves from the EU, this is a unique time to be considering how startups can step up.

Unless you’re just starting a new business from scratch, it is difficult to force big security policy changes across everyone in the company.

There are lots of things you “should” be doing. Whether this is rolling out a new device management platform to ensure everyone has the latest software updates or moving everyone to use a single-sign-on platform for all company logins, if you don’t do it from day one then it simply takes time to change existing practices.

Various events might trigger a revamp of your approach to security. It might be a big customer asking for supply chain assurances, it might be trying to sell into a particular industry like finance of government, or it may even be a security incident.

Security is never “done”. Rolling out device management across all company computer equipment is a big, time consuming project. But there are small wins that employees can do that will set the organisation apart from most other businesses, because most companies are horribly insecure.

At Server Density, we used a simple checklist that everyone would verify every 6 months. Once the initial setup is done when an employee joins, it only takes a couple of minutes to verify. It addresses the basics of ensuring the doors are locked and doesn’t require any specialist knowledge for most steps. Here’s the checklist.

A basic startup employee security checklist

This is specific to the services we used at Server Density, so may need adjusting for your own environment.

1. Have you enabled 2 factor auth on key accounts?
   1. Braintree.
   2. Google.
   3. Github.
   4. [… All key company services listed here]
2. Do you have full disk encryption enabled?
3. Are you storing any sensitive or important files locally e.g. customer lists, strategy documents, private keys?
   1. If so, are they actually local or have they been placed into a cloud “dropbox” (e.g. Google Drive, Dropbox).
   2. If they are in a cloud dropbox, ensure they are either removed (and deleted from the cloud service) or encrypted (use PGP).
   3. If you subsequently encrypt a previously plain text file, be sure the cloud service has not just written a new version and you cannot restore the previous version!
4. Are you running the latest OS version?
5. Do you have a strong OS password?
6. Confirm the password activates on sleep / screensaver.
7. Are you running the latest browser version?
   1. Be sure to restart Chrome regularly so it can apply updates.
   2. Enable click-to-play to prevent browser plugin vulnerabilities.
8. Are you using a password manager e.g. 1Password?
   1. Do you have a strong master password?
   2. Is the master password different from your OS password?
   3. Are you using different passwords for every account?
9. Do you have a passcode on your mobile device?
10. Review your Google Account security
    1. If you set a backup email, make sure it also has multi factor authentication enabled.
    2. Install this Chrome Extension to protect against phishing on your Google account.

I just read a great post about what makes a good board member, from the perspective of the board members themselves. Last year I wrote about how to get feedback from your board, but that is just the last part of a good meeting.

Thinking back on the many board meetings I’ve attended as both a CEO and Non-Exec Director, there are a few characteristics which make for the best meetings.

The context is a technology startup (20 employees) with a board consisting of 4 members (x1 VC representative, x1 angel representative, x1 independent and x1 CEO). Things may be different at larger sizes, although the principles are likely similar.

The board are well informed

You can’t have a proper discussion if the participants do not have the same level of knowledge.

Part of being a good CEO is providing the board with the relevant briefing notes with sufficient time to read them, typically 48-72 hours before the meeting.

Part of being a good board member is ensuring you have read and digested all the briefing notes in advance. Any specific, factual questions should be asked in advance but comments and discussion of the items should be left for the meeting itself.

That is the minimum you have to do.

I also sent out monthly investor updates which went to the board as well. I often had discussions and chats about certain specific issues with individual board members. The balance is between having the board involved as operational executives (which is too much) and having them so high level they don’t have sufficient context to discuss and make key decisions. Only updating them in advance of the board meeting probably isn’t enough to ensure quality engagement.

The board debate a few key issues

The majority of the meeting should be taken up by detailed discussion of 2-3 major issues, briefed in advance.

Everyone needs time to consider the materials and apply them to the issues at hand. You want everyone to form an opinion and be able to discuss it in the meeting.

The best decisions happen when everyone if sufficiently informed to have a debate about the issue at hand and be able to effectively advocate for their point of view.

The worst decisions happen when the decision is made by default because some participants are defeated by someone who is simply better prepared.

There is a reason why we have an adversarial system for English jury trials and the UK Parliament – properly argued debate produces the best decisions. The same applies for company boards.

Good governance involves being a critical friend, and you can only be critical if you have the right information with which to criticise constructively.

The board meeting is structured

The agendas I provided were typically structured like this:

1. 5-10 minutes for questions on materials provided. This is specifically scoped to the numbers and written status updates.
2. 30-45 minutes for 2-3 key areas of focus. Briefing materials would have been provided in advance to provide additional context. I would try and provide a question that we were aiming to answer, so as to ensure we actually made a decision at the end rather than just had a nice chat with no resolution.
3. 10-15 minutes for CEO feedback.
4. 5-10 minutes for anything unscheduled.

The timings were important because it allowed me to provide guidance on how important an issue was and ensure that we kept on track. They were not 100% strict but did allow me to pull things together when we were drifting off track.

Note that there is no time allocated for status updates or reviewing materials – that is all provided in advance and time is only allowed for questions relating to them. It’s a complete waste of everyone’s time to be using the meeting to listen to status updates.

How far back does your email archive go? Years, decades? What kind of discussions, opinions and sensitive files would a search reveal?

What damage could be done if someone got into your email? Your thoughts on people your know? Maybe crucial negotiation documents? Things that probably shouldn’t be public?

Email is a terrible way to store information. It is not supposed to be a database – it’s a method of communication. It’s a single place to find out everything you have ever said to anyone.

Not only does email act like a repository of your own communications, documents and discussions, every single from, to, cc and bcc has a copy. You might delete something from your own inbox but it’s probably nicely replicated many times around the world.

At Server Density, we had a policy of automatically deleting all email after 1 year. We had documentation retention policies for types of files which needed to be kept and for how long e.g. financial records for 7 years. But they were all retained in systems designed for the purpose, not email.

Anything of any importance should be saved somewhere else. Dedicated cloud file storage allows you to control access, share links with expiry dates and manage versions. You can encrypt sensitive files and audit access logs.

Knowing your legal obligations to retain specific data types and deleting everything else is good practice. Combine this with sending expiring links to files in cloud storage rather than attachments and you mitigate the risk of other people’s poor security hygiene too.

Email is insecure. It’s not a good database, so shouldn’t be treated like one.

Apple are always used as the example of why design is a crucial differentiator. Having a well designed, easy to use product is regularly cited as why something is better than a competitor.

That was true in 2007 when comparing the iPhone to other phones.

It was true in 2010-2012 when comparing SaaS products to their on-prem, enterprise alternatives.

It’s not true today.

Having a well designed interface with consistent styling and a well thought through user experience is standard.

Consumer products are always a few years ahead of business products but even with SaaS products in 2018, poorly designed products only stand out because they’re now so rare.

It’s certainly not that creating good design is easy to do – it’s still just as hard as it always was. It’s just that customer expectations have changed in the same way that everyone expects “mobile” to include iOS and Android, websites have to work on all major browsers and public cloud infrastructure is the default.

If you find yourself focusing on your product being “beautiful”, “easy to use”, “design led” or leading with “look and feel”, you may need to rethink your competitive positioning.

Server Density has always had a remote working model. My co-founder and I started the company whilst we were at university in the same city (Birmingham) but not the same institution. We didn’t have any money for an office and were still full time students.

Having the constraints of no office and defaulting to remote work is crucial to making the culture work. Everyone has to be bought into that approach, especially the CEO and leadership team. It has to be there from the beginning – you can’t retrofit remote working later.

This means all communication should start asynchronously. We’ve never really used email internally at Server Density – chat has been how we work, first with MSN Messenger (!) then as we hired our first remote team member – HipChat. Now everyone is using Slack.

Being in an office means the default is to speak to someone in person. This is how you build a good in-person culture and get to know people, but it doesn’t work for remote teams. It’s why adding a remote team member into an existing office-based culture usually fails – they’re isolated from the main group.

If you do the reverse – add an office later – then it remains important that chat is the default method of communication. It doesn’t mean that you should never speak to the person sitting next to you. You can build a great, informal culture within the office.  It’s just that you have to put in extra effort to ensure everything important is done via the async communication tools, and/or via video chat.

Being careful with time is a good precedent to set. Meetings are expensive and chat interrupts are distracting. For example, we always start our meetings on time – the calendar time is when the meeting begins, not when people start to turn up. And we encourage the use of Slack’s Do Not Disturb. You can’t avoid meetings though – work to make them efficient.

You can also replicate the spontaneous nature of chatting with people you might not normally do work with, but still see around the office. We recently started a weekly “mystery chat” where everyone in the company is randomly paired with someone else, and they’re given a 30 min slot to have a video chat every week. It’s completely unstructured and you can discuss whatever you like, but has proven to be a popular way to meet and chat to everyone in the company.

Another thing we’ve been doing for years is a weekly “roundup” for everyone in the company. It’s the one compulsory weekly meeting the whole company attends where I give an update on the company progress, goals and numbers, and then everyone has a minute to say something about their week. There’s space for questions after each person has spoken, and it’s an opportunity for everyone to hear what’s been going on throughout the company.

The biggest challenge is building a sense of togetherness. Remote team members can seem isolated, off on their own or appear as independent contractors who happen to be working on the same projects. Having that sense of all working together on a single goal is important in the early days of the company and can be difficult to achieve with a remote team. We do regular in-person meetups for the whole company and I always notice a big difference in how new members of the team behave once they’ve met with everyone else.

Remote teams are a great way to find excellent people who have different goals and approaches to their work compared to everyone living in a small, geographic area. But you can’t ignore real life. Combining the two is essential.

Since I joined Seedcamp as an EIR back in March, I’ve been considering where the biggest opportunities are for startups.

These are the areas where I think we’re still in the early stages of the industry or technology, or need some real innovation to drive better outcomes.

They’re also the areas where I think the overall opportunity is the biggest. This isn’t to say other areas aren’t interesting, I think these have the biggest potential to create companies that can positively affect large numbers of people.

If I was starting a new company, this is where I’d be looking.

1. Cyber security

Even before Server Density was acquired by StackPath, I thought that security was becoming a huge issue, both commercially and within the public sector.

Everything is online and with more and more devices getting direct internet access – both tiny devices in the home and critical industrial systems – the attack surface is expanding rapidly. Technology is advancing quickly and security is not being properly considered.

Having sufficient scale to be able to make real time decisions based on analysis of data will be the key to the success of future security products. This will give Amazon, Google and Microsoft significant advantages because they already see massive volumes of traffic, and make it harder for new startups to establish themselves.

Technology gets all the coverage but human aspects of security are just as important. Most people still don’t take even the most basic of precautions like using password managers and 2 factor authentication.

The market today has too many companies making too many marketing-driven claims without really delivering a coherent set of products, at scale. It will be interesting to see what Alphabet’s Chronicle comes up with. And of course I’m very excited by the things we’re building at StackPath.

2. Space

Elon Musk and SpaceX get all the press coverage for their amazing rocket launches but this is just the beginning. This graph from Founders Fund tells you everything you need to know about the opportunity in space technology:

I think we’re in the 1980s equivalent of the internet era: SpaceX’s rocket technology is analogous to the building the first network backbone cables and the likes of Spire, Planet and Astranis are like the early applications built on the Windows/Microsoft platforms.

The reduction in cost of launching payloads will have the same effect as increasing the speed and decreasing the cost of internet access – a huge market opportunity for a wide range of applications. This begins with near-Earth satellites but will eventually broaden out into the rest of the solar system. The Google/Facebook/Amazon equivalents in space have yet to be created.

3. Healthcare

Every country has their own system, which makes it difficult to create a healthcare company at global scale. That said, out of these three areas the ability to create a positive outcome for the user is the most immediate and direct.

The problems within healthcare are somewhat obvious. Healthcare today tends to focus mostly on reactive rather than proactive and preventative. Lifestyle improvements mean that the demographic is moving towards longer life but with more chronic conditions. And the current approach to funding healthcare is very inefficient and probably unsustainable in the future (in the UK, and very, very expensive in the US).

Just like with cybersecurity, innovative use of the increasing amount of data collected by our devices seems like the are to focus on. Unfortunately, the time to market is significantly longer because regulation adds a barrier for diagnostics and medical devices. Patient safety is crucial but there has to be balance with also allowing new developments.

I would like to see the controlled loosening of regulation like has been done in the financial services sector in the UK. The result has been an explosion of startups and London dominating in FinTech. Can it do the same for medical technology, too?