Andrew Allen – FiftyThree (Paper)

fiftythree
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Andrew Allen is the Co-Founder of NYC-based FiftyThree, makers of Paper, Apple’s 2012 App of the Year.

GROW

We built our own custom in-app store where we sell a collection of tools to Draw, Sketch, Write, Color, etc. For each of these we created a small canvas area to allow creators to try every tool before they buy it. It not only creates desire for the tool but removes the uncertainty we all feel in buying something we’ve never tried.

PRODUCE

We have a flexible work schedule where many employees work from home for one day each week. It helps to avoid meetings and interruptions and saves time on commuting.

DELIGHT

We put an insane amount of work into refining small details on our products like building custom in-app settings frameworks for fine-tuning animations, easing, etc. But we like to do things for our users outside our products as well. Including flying out our biggest fans to NYC to meet with the team, talk about how they use Paper, and share future plans.

PITCH

Make it personal. We’re creating the next generation of tools that we want to use. All our favorite products came from creators who desperately wanted those products to exist so they themselves could use them. And if you’re building a product for yourself, it means only you can build it.

SELL

We launched big, which is how we like to do it, with a video, website, press releases, promotion from Apple, and media interviews. Since then we’ve continued to develop for Paper and work on new products that will build out the FiftyThree creative suite.

DARE – IYRNE

We did something that’s considered unpopular today in most startup circles which is we set out to build a real business from day one. So we didn’t give away our product for free for the sake of building a community of users to experiment on with new money-making ideas. We build great products and sell them because they’re great products. It’s an honest exchange. If you buy our products, you support us in building new great products.

RAISE

A big lesson was that showing trumps telling. Which may sound obvious, but the magnitude isn’t—even a modest prototype is 10 times more powerful than the most elaborate story. Whenever we faced skeptics, we sat down and got back to making things.

HACK

To quote Ashton Kutcher, “Opportunity looks ...

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