How to Retain Employees More than 10 Years using Alf Ruppert -
The majority of CEOs haven't been in the same business for more than 15 years. However, Alf Ruppert isn't the usual tech-related founder. "I'm a bit closer to entrepreneurs from the 50s," the founder says, a time where he believed that the importance of creating a positive working environment was highly considered.
This perspective is why that at the very least, four employees have been part of the business since its inception.
In 2006, founded iOSXpert which is today the biggest partner for the Mac-based CRM and project management software Daylite. In the 17 years Alf was able to grow the company with no external financing and also maintained a high employee retention rate.
Our former Director of Content and Community spoke to Alf about managing a happy team, the way he's built his company without external funding and the development history in the Mac ecosystem, and running the business of consulting and software.
Watch the entire interview here or wherever you listen to podcasts.
Full Interview Audio-Only
Full Interview: Video
Transcript
Nathan Collier
Hey y'all. Thanks for joining me today. Hi. Hi. Introduce yourself and introduce iOSXpert to let people have a bit of a context about your work.
Alf Ruppert
My name is Alf Ruppert, I was given the name of the character is famous for TV shows of the 90s or the later 1980s looked like. Thank God I had a name earlier. This name wasn't a trendy at that time. Sure, we are iOSXpert do what we are doing? We are more or less a business consulting company that specializes in software consultancy like several outside firms, we specialize in Apple users and helping Apple users. And this was the original thing that we created: iOS experts and meanwhile our company is becoming more and more software company. As we are making an improvement to the CRM software we're selling. The tool is a Canadian-made CRM. It's well-known by Apple customers, and is referred to as Daylite and for this Daylite System, we are making plugins, enhancements, and additional services and selling them all over the world. In addition, we have more than 120 nations.
Nathan Collier
And you are currently calling in from where?
Alf Ruppert
So we are based in Bendorf There is no one who knows about the small city near Koblenz. Koblenz is the city that you can find the Rhine as well as the Moselle River are meeting. Additionally, Koblenz is between Frankfurt and Cologne.
Nathan Collier
So, you're currently living in Germany? Yes, yes. Okay, cool. You have been working on this business for quite a long duration. It looks like it was in 2006. Is that right?
Alf Ruppert
Yes, I have even looked it up in order in order to provide accurate answers the time.
Nathan Collier
Yes. Your LinkedIn says April 2006. This is a good thing, but reason why I'm asking to know is because it's uncommon for me to come into somebody who has been working on one project for so long. So I'm just I'm fascinated because 2006 is like, that's way far before iOS became a reality. As the iPhone was released in 2008. So take me back, for instance, how did the project begin? In other words, how did start this project.
Alf Ruppert
It is why I love to use the Mac. My very first job, actually, was at an enterprise back in the 90sat the towards the end of the 1990s. They were creating ERP software for Mac users. This was a bit odd since you had to market it to the people who were in the same world being a Mac would cost you 10,000 German marks at the time. While a PC cost around four or 5000. This was quite exotic, that you're making commercial decisions using Mac computers, and not just employing them in a artistic world but even making use of them to create genuine business property. This is something I love extremely. And then there was this big ERP going out of business, and it was filmed after the initial E-commerce New Academy scene was going down for 2000-2001. In fact the time, I was working for a business that was trying to create an ecommerce solution that was based off of an Apple database. And we had to shut down, too. And then I was deeply searching to get my knowledge out and make something meaningful using all the knowledge I had. It was Macs and with business things. And this is why I am unable to pinpoint the exact date when I started my business when I was in 2004, or five, I started I had a lot of spare time since I was just about to lose my job it is big ERP moving word was about to go down in Germany. This is why I decided to put everything I could on the web. This was the first site I built for myself. It was actually a program called rapidweaver , which allowed me to open up the internet in a completely different way to my own benefit. So I published all I could learn about business software using the Mac. And out of this there was the beginning of everything because then I search for a brand new product to sell and found Daylite and made contact with the Canadian people. I frequently declare it to be a awesome thing to make it out of the internet because if I even know I'm at that age today even though the time before the internet was when it was internet was really a change for me, because prior to it, it was indefinable when you're doing business with a Canadian firm that is getting in touch wisdom and establishing communication. it ends in a first meeting. Then, you work with them.
Nathan Collier
Yes, it was not that long ago that like what is happening right now to me. I'm currently in the US, you're sitting in Germany like this just didn't it? It would be an international like long distance phone call at like $3 a minute or something else paid to a telecom company. It's interesting. You were able to post all your information on the internet? The year 2014 is classified on the surface, and were able to acquire consultants? Or was it was it directly to software?
Alf Ruppert
The only thing was that I was required to have an understanding of this particular niche in the business workflow and ERP software and run on an Mac. Thus, I recorded everything and I was aware that if it ends up that I have my own personal information that is secure for me, then I will be able to look at years later. It turned out to be people contacting me and say"Oh, you've got information there. I've never knew it existed. You're the first one who can access all of this information in one location. In addition it is my goal to locate a work care getting paid for what I do. For this knowledge, and when working with an Mac while when I was looking for an opening I discovered the CRM application and have always been a sales person. This is why I'm in need of something that's lost and can market it quickly. This isn't the guy who's what every one a lot of salespeople tell you, I can sell software, next day cars or whatever, no, I have to fall in love with what I'm working on. And I found something and this was Daylite due to its attractive manner of selling very well. And I could see the benefits for the customers. It slowly came into product I recommended to my customers and to my consulting clients after which it was the same product I would recommend to my clients. Okay, and started growth.
Nathan Collier
Then you began with consulting and then you were recommended this product and then eventually began to build software that could make the product better. You've covered the full spectrum with this particular product.
Alf Ruppert
The reason it began was because I remember the first piece of software we created for Daylite was to make connections to telephone systems, meaning that users could press an icon and dial out, or if you're calling in, you can identify which people are calling. The problem was that I have no clue in developing software. This is why I had an concept. Even though I didn't have cash to pursue the idea. Then I came across that a developer had made an agreement with him, saying I will sell it and that you can participate in the sale in the event that you believe me. We did it with each other. The result was an enormous success.
Nathan Collier
I have a memory of when it happened because employed at one of the companies around the year 2010 at the time that thing about making calls out of your laptop connected to a CRM was pretty new during I mean even I mean the time the product had been available in the market. But I mean, if you think back to 2007 or 2008 in that manner, yeah, that was not something that people did. Like the way that we conduct ourselves. We are used to it.
Alf Ruppert
Yes. It's the norm however, it's not still on the Mac there are a few difficulties today since, for Windows PCs, there's a the TAPI API. So it means it's standard that operating systems have phone connectivity, which the Mac doesn't have. Incredibly, the initial iPhone had no such. Therefore, you couldn't make use of your iPhone via your Mac.
Nathan Collier
Yes, people do are unable to remember what they like, and it's difficult to remember, it's even the original iPhone released with native apps and no app store like it was for many years. The iPhone today as we understand it now was not even the iPhone in 2008, and the iPhone of 2008 was revolutionary. So very interesting. You think that you find this product Daylite? What is the risk in Daylite not a paid sponsor, right, like it or not. You love the product? What was it about that product that really got your attention? And caused you to think, this is great, like I'd like to do more on this.
Unified a couple of things. It's not just that an ordinary tourist guidebook, but just a calendar integrated and you can linking items together. The app even catches your email. So that was was annoying. When you view the standard tools on the Mac, even if you're on a very low level then you can compare it with Outlook and outlook. One application is that has your address books, your calendar and emails. Even it's worse linked, although it's just one program when you use the Mac It's actually at most three apps. It's also Daylite is exactly what it says. Put all this together. Also, in managing projects, and for the opportunities to make estimates as well as making sales and everything else. All this is linked up together and you only need one solution which Jaya, it has changed in my opinion. I believe, as a special specialist in that subject, it was my maybe attracted me because it was in the 90s when it was thought of. And beginning 2000s, that there is a single solution which covers all the bases, isn't it? Meanwhile, the world has changed. And there are thousands of applications and tiny services. And so even my idea of the future has changed. In that manner that today, I would say there is a need for a central program such as the digital hub: how Steve Jobs mentioned the iMac. You've also connected things and you'll need a central application. That's that we will handle this. In the present, what we do is we do. Daylite is at the center which is why we've added our own enhancements. A lot of our enhancements are relying on that that we are connecting different platforms. It means we have a online booking platform named Acuity which we included into Daylite, which is one of our plugins. And I liked this idea. If you are able to create an intelligent integration of two or more things so it seems to the user as if it's one application, but it's actually multiple applications it is possible to change to get better stuff. Because our work is so fast. Maybe in one year, we can find a better option for offering appointments online, and then we just have to link this solution. It's also possible to remain in the application that is centrally that is customized.
Nathan Collier
I love it. It's this wonderful transition to so the last time we talked in just a few months ago, you talked brief about just the way you think about your business. You're probably beginning to get a little bit of it. What do you think are some of the fundamental similar philosophies can use to help guide your business in making decisions, because, again, 16 years, or whatever number of years, it's been to be working on this idea. It there's a lot of entrepreneurs, you know, they build something, and they then sell the product and move on to the next project. And they never they don't like that that's and there's an entire world of good and it's wonderful. As a group, you can do that in a profession. But you've chosen to sort or build something and then stick to it for this long period of time. So what what what keeps your attention on that kind of thing? Also, what's the kind of principles that you've used to guide your business decisions through time.
Therefore, I was always attracted to. So there's one important thing that led me to become an entrepreneur. I don't like all these politics that you do have to do in bigger companies. So I wanted to have my own space. It's my favorite thing doing my best to be part of a team. It's my opinion that if you're feeling safe, if you're feeling comfortable you're at work, there's no difference between work and free time. Just just, I like working because it's not like I'm required to be there tomorrow or something like that. And it was very important for me to create the environment in which everyone working with me feels exactly the same. It was therefore essential for me to take care for my employees. Also, as I've mentioned in an informal conversation, maybe I'm a slightly different from this perspective, as I'm perhaps a bit close to office managers or business owners back fiftys. And in our days,
Nathan Collier
what do you what is the meaning of that because you've used that phrase several times? What is the meaning behind this?
Yeah. So I love to give you an example of how we are having our office within the former Coca Cola building. In the 1950s, they had very close to the place that I work in and they even had a swimming area for their employees. The company even thought about creating something that could benefit them and add benefit to their employees that makes them feel good. We can also take them to their kids area to go swimming because there was no swimming pool , and there was no publicly accessible swimming pool at the time. So that's that's the thing that I would do if we recently had a guy who came to us as a trainee at our school. He was from Kazakhstan but now he's grown up and has to be a trainee once more due to the German laws and he has to need a new certificate. Then he ended with his car crashing and it's not that much money. We decided to buy him a automobile. Everybody who's in this office should know that when he faces problems we could solve or if the problem was money sometimes was hands in the air when we go from one flight to another as the entire team is present. And that's the atmosphere that we have. This is probably the part I'm the most proud of. I was able to create that has been created in the entire business with my team when I joined the team.
Nathan Collier
It's a fact that there are going to people that are thinking this sounds great. How did you do it? Like? What did you like about it? What are the most memorable choices you took? Like? What? It's like, this is a fantastic example of a car. Yeah, what else has your done in the years ? That's kind been the catalyst for that kind of culture.
Alf Ruppert
Therefore, we must calculate to make calculations, which is more important in the present. And harder today that we need to pay for the talents of our employees. That's why, for a smaller company like ours. I believe we're with the amoeba, 1670 people, It's difficult to be the best to the business that pays the highest, since larger companies possess more cash and try to make a mark on the price aspect. That's a tough thing. And but what we did for the first time, I think we do this every year for at least 15 yearslater, is that we ski every year with the whole team, all weekend long, as an instance. We also do a few similar things, like in the summer and during the time that we just wanted to make it a bit easier to call them friends, or maybe something 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 employed for long periods of time, I have a couple, at least four people in the country who have been at least from the start.
Nathan Collier
What would you say to the to the aspiring businessperson for a few minutes. For those who are thinking about they like kind of the way your way of thinking and considering things, then build, build something keep it up, build a place 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 first, quite easy one is to try and be just a nice guy and fair. It's not always the case to my advantage that I could buy my 2nd Porsche. This is why the first one was just a picture. The moment was, very beginning, it's nice to meet people who are willing to make some overtures and really push hard for an effective company. But do not forget them should you encounter the initial hurdles, then let them participate. Thus, we are able to offer the two guys at the beginning I handed them shares. Then they gave them shares as the when the business starts to be worth it. This means they're more involved in this because now it's an integral part of their business. Also, 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 since we are unable to offer no formula for doing it, but you can try create a relaxing, comfortable environment for everybody to feel that you're different from other companies. So in today's world, while so many people are in remote locations, their business culture tends to get lost. If you've got individuals who don't really care about what kind of flag they have in their house and they're seeking the exact same place and are all working for the same company A or even in the same company as Company B. If all you have to do is reduce everything in the name of money. Try to avoid it try to make a decision based on money that is created corporate culture. It's an appropriate next step. I would say and we have I don't read too many books , because I've seen so many people constantly taking their time reading and attending conference and asking themselves how they can do. And I would say the one thing I've learned from book was was write down your your company values. We really came up with a team we say what should define us and we found a couple of guidelines that declare these as our company values, we must be respectful, in a team and treat others with respect. We will be respectful to our customers and we can even want the same from the customer. Our time as valuable. Some things, but I did not write the details down, and then put them up whiteboard. The group worked together. What are we as a business? What is our scene where we want to be measured? Yeah,
Nathan Collier
I found that that's quite beneficial. The values are definitely helpful. I discovered that generally an reflection of your personality that is distinct from objectives, but that is what you'd like what you want to become. That's very interesting that you sort of met and then just talked about the person you are, and who you were already that was then incorporated into the your culture.
Alf Ruppert
And I use it every time I have job interviews, I put it on the tableand they look it up, and consider whether it's a place you can fit into. If you are able to identify the place you are with this core principles, then there's a decent likelihood that you'll make it into the organization.
Nathan Collier
Right? Where can you sort of like to get innovative ideas or fresh sources of inspiration? Is it publications, conferences, or books? Like, what? What how does that look?
Alf Ruppert
I think the most of my inspiration comes from the time I get out of conversation with customers. It's still me, even though my work has evolved. In the initial beginning I took on everything. So it was the consultant guy, the support guy, and then, the salesperson. It's like, in the meantime, I have quite a lot of I often say I'm the person that is the best on a certain topic within the organization. I have an idea of what's happening in every department. But I try to keep the conversation going with my customers. This is why I do still consult sessions, even if it's not that much because my coworkers and I still do sales personnel that I'm still in the conversation with customers of any size. Therefore, I can understand their needs. And can reflect that and consider the guy is facing problems that we cannot solve until the way we could help him in and more productive in his work. And out of that the thought process, we can come up with some ideas. And, and I don't want to chase around with to see all the trending topics. There's a funny tale. I had a business friend. He was an avid supporter at and attended the SaaStr conference. He told me that you should take a trip and check out the events at it. There was one in Europe and I decided, Okay, we will visit there. And we went there with 3 people. And I went to do the conference. And I was shocked because I thought I was running through a time tunnel to the early 2000s. This was the original falsehood. When the first internet economy began. They told me that I think I'm in the wrong side of the group. If so, I could sit there and explain to people, because I already seen the things these youngsters were talking about. But I'm not here and here again, disabled ship has never lost. All was focused on how could create it appear more substantial and how to sell it off and make the next venture capital? No, nobody had made even one single euro in revenue. However, everyone was everyone who said"Oh, how great!. He also got another 20 million venture company. What is the likelihood of success when you obtain venture funding? It's not a success if you design an item, sell it and you make money out of it?
Nathan Collier
Yeah. It's true that we're just director of product at the recent, like Sastre Europe conference, is it true that there's any danger of going to a place like that as well there are good and bad, but bad but like that you get caught up with that whole business world, in which people are they talk often about funding rounds and those sorts of things. However, it seems like you're more and I know this is true, but but I'd love for you to talk about the topic. It's more about creating a business which is profitable. And and you can see this as a 2006-like company that is the present, and it's still in operation. What what do you think that is the threat from not focusing too much on these varieties of venture capital ideas.
Alf Ruppert
This is a mistake I made I've made the mistake because in 1998, I started my first larger business, however it was the internet-based stuff. This was the same as prior to the economic crisis of 2001, all of a sudden, everything went down. Yeah. Also, yeah. And we built it up as a program and took our final money to the C bid , which was an important event at was happening at the time. For those who were younger it was an important trade show all about computer and software. It was it was the largest in the world and it took place. It was held in Hanover and I remember He got our last payment for renting the mobile house because we have no cash to pay for the hostel and they'll inform us that, If we do not find anyone who will pay us then we'll be dead when we find out that somebody went to a guy who gave us money. They then force us to do you have to have to do this , that and the other. In fact, I was only a little in that time, and I followed their advice only to get blown away. I think at that time, it was one between five and 600,000 100 years when I appeared performing on stage German mouths. I can't recall that long time. But it was quite a lot of money for those of us back then. And and then they told us that if our account is empty, just call us you can another round. Yeah, interesting. However, I called them and it was 2001 and they said oh, the money all the money is gone. And, and then we had to close the company. And since that I promised, I will not take any funds the Venture people that are telling me how to proceed. I told the bank, we did not require the bank. From here to meanwhile, close to 1.151 points 5 million euros revenue is that we financed ourself interesting. Therefore, I do not even have a
Nathan Collier
You're truly bootstrapped in the real sense of the word. It's like right from the beginning. What is one thing you want people to be able to remember following this interview?
Alf Ruppert
Avoid it, especially when you're an entrepreneur. Don't let you ... be astonished to hear that at this bullshit, they are telling you like artists books and conference to make quick money. It's much more fun to create something long lasting, which isn't to say it's doing anything wrong ... if somebody would come around would say that I'll give you 30 million euros, I would reconsider my decision to make it available for sale. This is a potential alternative option. Don't get caught if choose the way that I do, and I think that it's most appealing than trying to fast build something to sell it before it has earned the first euro or dollar of profit. On the other hand, don't get too. So if there's a business possibility at the end the day, then you're in a position to either sell it or to let take it off the table. It's all about a balance.
Nathan Collier
And you can do all doing it while making a profit. Are you saying that?
Alf Ruppert
Yeah, yeah. There's no way to be successful. Of course, our world will tell that you're successful when you can sell something for 20 Millions, what would not have made a million in revenue which is why you need to enable it in your pockets. But I will I consider myself more successful if I construct something that can be considered fine on its own as well as paying salary for my employees and make a good living for a couple of families.
Nathan Collier
Yeah. Also, thanks to Alfred. Also, thanks Jeff. It's been it's been great. If people want to sort of befriend you, how can they achieve that?
Alf Ruppert
Contact me on LinkedIn or just email me directly. You can find my all of my contact details on the on the website. I'm glad to pass on my experience to every entrepreneur. Maybe leading in can take a little bit time because I've learned 90% of the time and have prepared for what you're writing to me because 90% of you will try to sell me something at the very beginning of a maze that I do not respond.
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. Thank you, Alpha. Really appreciate it.
Alf Ruppert
Yeah, you're welcome. We appreciate it.