 Hello, everybody. First of all, thanks to join us. Here, we're going to tell you about something about our history and how we're building when Drupal shop in Brazil. The title is How to build a Drupal shop with no money if a lot of desire. And so, I'm Fred. Yeah, I'm Tyler, manager and partner and co-founder with Rafael. I have 20 years of experience in business and graduation in strategic marketing. Hello, everybody. I am Rafael Cáceres. I'm Tyler, managing partner, too. I have 15 years of experience in web projects and I'm graduating in computer science. So, Fred and I started Tyler with two other partners in the beginning. Sebastian Ferrari is doing this presentation right now. And Vinicius Freitas, who is in the United States right now. And this is our first English presentation in English. And sorry, if you don't understand something, you can ask and feel free to do that. So, the first of all, this guy was our inspiration. His name is Guy Kawasaki. And this book for the art of the start was our big inspiration in the beginning. We read a lot and we tried to apply all this knowledge. He was a team from Apple in 1984. And today he is a venture capitalist and writer. He has a lot of books and he has awesome books. So, first of all, our advice is to learn how to provide valuable services, how to sell, how to manage your finances. The best way to start that is as a freelancer. This will give you the basic business experience to help you figure out if you get a business this way is what you really want. Yeah, but if you cannot be like a freelancer, it's good to be working with big companies. If not, you can work in big companies in the marketing area or commercial area. And you're going to get a lot of experience and you can put this in your startup. So, this is our island where we live. Some look like Silicon Valley in Brazil. There are growing scenarios of technology. And, yeah, it's a beautiful place to visit and everybody is invited already to come. So, we start really, really small in the room of my house. And we find a lot of desire with no money and we believe a lot in our dreams. That's the way we are talking about this. So, Sebastian, the other partner, live in Sao Paulo, and we start the company, me and Rafael in Florianopolis, Sebastian in Sao Paulo, in Vinny, living in USA. In the beginning we were all home-offs and we started in your garage. So, it's a really good way to start. You don't have to spend a lot of money and rent big offices. You can start small. So, you often won't have all the tools, time and people you think you need. It's important to learn to always try your best. We think the best with what you have. So, we're in this house in Florianopolis. Some guys here know Nicky. And in the beginning we are six, seven people in a big house and we live in the house to save money for about one year and we split the hands with the company. That's the beginning. Just a few people. So, now we move to a bigger place. Now we have 28 people working with us. And we made a lot of mistakes. We learned a lot of what not to do. But we also have done some great things. This presentation is a mix of our services and our failures. Until today, cool. So, if you want to be an entrepreneur, money is not the why. If you want to get money real fast, StartUp is not the best way to start some company. If you believe in your dreams, you need to be an entrepreneur and be part of it. If you just want to be a boss, StartUp is not the best choice. StartUp is hard. It's not really easy to start and you must believe in yourself and your team and everybody. This guy is Simon Sainek. He writes a book and gave a class presentation in TED Talks. You can search after. The presentation is about what he calls a golden cycle. He says, people don't buy what you do. People buy why you do. And Tyler starts with a why. This is our why. Get together a growth of committed and talented people with a common purpose who want to improve the world, innovation, developing people, and encourage creativity freely. This is why we start a company at the first. We see the opportunity. In the beginning, there were a few Drupal shops in Brazil. At the time, none of them were agile. None of them had a StartUp culture. We wanted to try that. A Drupal shop with StartUp culture and work with agile methods. Now we're going to start to talk about some methods and what we think is good. Let's talk about Blue Ocean. It's good if you have a vision to make your strategy. To find the right time, we must be alert. We have to focus on always out of comfort zone. You need to be really, really attention in the market, in the opportunities. You probably will find something to put your money or put your energy to start something. We have to create an unconcept market space by constructing the marketing boundaries. You have to focus on the big picture, reaching beyond the existing demand. You have to find where is the demand and generate new values. You get the strategic seconds right. You have to eliminate the competitors. The second thing, you have to create a vision. You have to believe in your vision. You have to work hard and you will reach it. You can do this. In the vision, the vision needs to have an experiment date. You need to have a deal. You need to have a do-it-date to do something. Our vision becomes a reference company in high quality Drupal development in Brazil by 215. We are one of them. One of the most important things, carefully choose your partners. It's really, really serious. You have to find reliable people with complementary skills. You have to find what you aren't good and associate with people who are. For example, if you are tech persons, you need to find a business person. If you are a business person, you have to find a geek. You have to do this to balance the company. It's the best way to start because if you are alone, it's really, really hard to do something. With partners, everything is easier. But it's easier because you can split the work. It's easier to start. Participate in the community. It's the most important thing. We are talking here about Drupal, but not just Drupal community. We have a lot of communities that we can participate like startups, agile methods, and other technologies. It's a good way to get involved with people with the same interests. Find business partners, find customers, find contributors. And you have to contribute with code, with documentation, with support. And this will help you to find people to work with you. That's a very important tool. Business model canvas, defining a business model. We use that tool in the beginning of the journey. It helps us a lot to understand our challenges where and to get the big pictures of business quickly. So this is a very nice tool because you must put the most important thing, what you want to start or what you believe. And it's easier to check this out and make your decisions faster. This will help you to get the big picture. So it's really important. We have to find our customer segments, to find your values, proposition, what we are offering to our clients, to our customers, and how we communicate with them, how we will spend the money, how we will get the money, and what solution we want to solve. So I recommend you to find and if you want to start a business, it's a really, really, really important thing to do. The one is almost the same, but it's a little bit new in comparative of the business model canvas. And you can search in the Google with the link canvas. It's kind of the same, but a little bit different. Okay, okay. First, let me... This is easier. In the beginning, we have to find our customer segments. So, for example, agencies, governments, other tech companies who want to do Drupal, but don't know how, and these are the kind of things. Your value proposition was to bring quality software to these companies, not just quality software products. Working with the whole products by itself. Usually tech companies don't care about design and other things, and we really care. So it's a value that we want to share with our customers. So what are, where are channels? Like events, Drupal camps, and other events. How you blog or blog forums, et cetera. How you try. And here, for example, we have a cost-treat structure. In the beginning, no cost-treat structure. Just living... Fred's living room, and each of us in your home so we can not spend money. It helps us. And they have on the screens, for example, outsourcing software, training, consulting, mentoring, like this, this, this thing. When we put all these things in this canvas, you can see the big picture for business. Without making a business... Well, without doing a lot of documents. You do this quickly, and you have the x-ray of your company. So... So, sorry. Focus on value to execute fast. It's important. Value is when your client realize that he's getting more or expand less with you. And expensively or cheaply is a simple perception of value. So this is our value, right? You want to execute fast, and we want to do things fast. To bring to our clients, our customers, time to market, mostly. So this other thing is really important. This is from the book of the Art of Start. If you want to create a company, you have to do one, at least one of these four things. One, make the world a better place. Increase the quality of life. Right or terrible wrong. And prevent the ending of something good. So we make the world a better place is the thing we mostly try to do. And we do this by creating an environment so that people can be ourselves and try to help us in the decisions and we are a horizontal company. So people can really work without concerns and what is trying. So being by providing service. Products take time and money to be developed. With a server you can make money and then next day it's easier with service. We start providing service thinking about one day we start to build our product and we try to be profitable to invest in our product development. That's what we have to say right now. It's easier if you start doing service for the other companies but if you want to change the world in some way if you have some product to do this it's easier and better if you are doing service. Here is like Lean Startup what we really believe and we follow these rules and since the beginning we've applied ideas and concepts from the Lean Startup. We are providing development service to our clients. We believe that avoid waste so the organization helps us reach profitability enabling us to invest talent people that make a great team. And the biggest ways is making something that no one wants. A lot of people try to do something great and when you bring to your customer no one wants. We try to find this valuable work that we do and working with Drupal and making sites, making portals little portals, little sites getting projects with whole interface design and it's what I was trying to talk about early that how often we are working with Drupal to get some projects with the whole interface design up front, down up front. And when we try we start to build this design change during the execution process. So we try to sell to our clients to start small and we want to work with the designers and talk to the designers so we don't have this waste. And we try to be agile and lean in our aspects of your company. So we will have a greater chance of the success doing this because we don't have so much waste. Don't manage people, manage the system it's really important in your startup. This is agile manifest. Agile manifest is say to us, individuals interactions over processes and tools working software over compressive documentation customer collaboration over contact negotiation responding to change overfall in a plan. So process and tools in agile companies is really, really important but not more important than people. People to take the process and tools not the tools to take how people should work. This is really important. Yeah, we believe that because it's easier if you are like a transparent with your clients you don't need to make like a contract to make a security off if something going wrong if you have a relationship with them like you do with your friends the clients come to close to you and everything goes easy. And this is management trio half of from just digital have a great, great, it's not here because there's a great video about this management trio and I don't know if you have subtitles yet but it's a really good place to find something. So we applied that concept in the beginning in our company before we even know this term this term is really new and we seek to spread this concept in the whole area in the company it's very important we try to put these in financials in the commercial areas in the marketing areas it's not easy but we made a lot of mistakes often by assuming many responsibility make a mistake is good and you learn fast and you can change and you can move forward. And we make a lot of mistakes in the beginning for example to please our customers one of the customers we try to find freelancers and get the project anyway and we try to embrace more than our capacity always so this is a great waste the freelancers have left us down in the project from the beginning and after that the project was downward spiral until the project failed and we lost money and we lost the customer and we didn't look good so this is important because what Fred told us is the truth no problem to make mistakes so you have to learn from these mistakes and move forward because of that embrace your constraints a chain is only as strong as the weakest link this is true because you have a lot of strong people if you have another people who don't have the same capacity of everybody you need to stop and help them to come with us it's easier to move forward fast and with responsibility I have to find this weakest link and try to fix it so this means that we always be weak in eating in the organization that will affect the company the whole company performance so you have to find this eating and fix it find another and fix it this book, The Go describes the tower of constraints it talks about this restrict these constraints and restrictions that you have so it's another reference a system with more than 80% of your capacity tends to have an endless queue it's kind of this in our city in the summer our city has no more than 600 people in normal days in the summer we have more than 2 million and happen this every day it's like a car queue like you see here if this street is full 100% of this capacity all the cars stop everything in everywhere if one car broke all the cars this will be crazy if you have a freeway to cars who broke or have some problems we will be slower but we don't stop continuous flow we have a continuous flow always chaos theory is about not trying to to see the future to prevent the future a system problem can affect an imaginal basis so do not plan for long periods have a purpose and goals but not try to make detailed plans it's a waste when long shots are made they end up reflecting modern head fantasy of who planned this reality so we don't try to plan for 6 months 1 year it's a waste because the chaos theory says yeah design thinking think like a designer it's a great tip as well turn problems into solutions you can move your way off you see something and explore new ways to do all things like we say in Brazil you move from out of your square try to understand the client and his real needs scratching your own itch it's very important create something that you would buy so the process what we building it's kind of this we have some problem so if we have some problem another company have the same problem or some problem similar with that so scratch your own itch automate services trying to create products with better efficient and improve something that you don't like it's a great way to create something valuable this guy is Steve Blank he create something named customer development that's the base of the Lean Startup projects and they we don't want to create products we want to create customers and we have to find customers and validate these customers and if you don't find this customer and try other hypothesis and until you find this customer when you find this customer you have to create this customer and after that you have to build a company so this is an important thing you have to search and after you as a cuch so create something that you would buy try to make something you think you cannot try you can make a mistake no worries and you learn about that the final dishes goals for yourself I read something last week about Mark he tried to set some big goals and that's one good way to prove for yourself if you can do something what you think what you cannot do and you can talk with your friends you can talk with a lot of people so you will be more you are going to put all your energy to reach these goals and the one thing is really nice to say think big don't be afraid about that try to make something you think you cannot like I say it's hard but it's good so why metrics matter create metrics and measure them can be your biggest challenge we are trying but it's not so easy but we are constantly trying to improve our metrics and we will not stop to seek this this excellence because we know that's the only way to find something good and we have to measure and to see if you are evolving or not so it's really important the metric is not really easy to start to do in your company it's one of our challenger in our company so we need to keep moving and milestones milestones are really important too keep setting important dates we spoke before about that if you have some good day to do something you will be more involved with that and we try to reach this goal that goal and we have deadlines measure the results and create a commitment and develop resilience resilience is a very important word and try to continue to measure the value you have to give your customers value how you are perceived by your clients search this information and they are available too what your clients tell about you search the way you think about your business you have to listen to her to him so one of the things we do a lot in our company is retrospectives sometimes some clients can think this is waste time but it's not waste time it's very important in that moment you can talk about mistakes and talk about new goals and you can improve your team and yourself that's the most important is to remember you are not looking to blame you are looking to a process and why something happens in this way it's a good question to do why we don't realize that what could make us walk faster the essential is the people as a team take responsibility for the process and result and find solution in the same way so that's really really important and if you can show that important stuff for your clients everything can be good in your relationship with them one thing about retrospectives we try to make retrospectives with our clients and with your team so we try to ask some questions what we are doing wrong what we are doing right too and what we need to start to do these are the three questions that change everything so with these questions you can improve continuously don't not be afraid to change this is a good thing, change you have to change everyday so look out of your comfort zone it's important you can improve 1% everyday you are going to be 365% in one year make a change try to take the most of your resources feedbacks, feedbacks 360 it's a good tool to improve relationship in your company in your startup and we try to do this every 6 months and this is getting better the relationship with everybody and you know what you need to improve yourself and you help your friends and your colleagues and your team to improve too know your team frustrations and help them to improve is what the feedback is doing they should have an open channel to speak and suggest don't be a judge so listen to your customers problem make him your friend what I told before it's going to be easier your relationship with them talk to him can I continue make him a friend of you talk to him on a day to day basis listen to his pain you can help him and he can help you it doesn't have to be a formally always we listen to our customers periodically and when we ask how we can improve that we have to keep and what we need to start doing like Hafa said before follow-ups sorry ok just a minute I was going to ask you you have a lot of communication a lot of marketing you guys are development you are development I am developer I am the marketer I am the business person so I was wondering how do you split your time I see a lot of marketing so how do you split your time how do you manage that because taking care of your clients it is really tough to take you understand depending on how many plants and then you start being something like just a day to day it's just like deliver deliver deliver to what extent your manifesto for example is true to my YouTube it's a little bit easier because we have like 28 people 28 people in the beginning we are like 5 because it's really hard to do everything but now we try to Hafa is a partner as well but he doesn't take a lot of time and he helps us to do things and yes you need to improve your team we have no bosses like everything you want to do is not like I never tell you what you want to do you tell me what you can you know it's like a cover and a trial process it's easier to for you can make what you want to do so everybody has voice in the opening everybody help us to do that to communicate today I only developed I just development in the strategy and innovation projects so for example last year I developed mobile application with NFC and a lot of new stuff so this kind of this kind of this kind of we need voice then ask again I don't know I don't know so this is the way we talk to our clients in the day to day basis we always make he knows what's happening in the project every day it's important we have some clients different for the other ones follow-ups is very important if something is going wrong in the future you have everything in documentation and you can show them if you have a good relationship with your client you can do follow-ups like weekly and if the relationship is a little bit tense you must be like every day you can you can you can like a security portfolio company if he asks you something what it's not true it's important to big companies and you have this the hierarchy and you have to when they scale to the boss of boss of boss it's important so empower the people autonomous teams and most of the team line and vision work better and go far away people want to feel part of the whole and we thought they think and believe have a real value to us to all of us and we have to solve this problem faster and it's really important in our company the people have power the developers, the designers everybody have power to change everything to make decisions without asking us all the time it's really important because if you want to control everything we will be working every 24 hours a day and we have to split this with all the people and participate in events doing lectures like us and our first lecturers in a big event like that it's a great way to meet the talk heads of Drupal or the other communities it's not really easy as you can see but we must try support social ideas to improve your local community we do it a lot in Brazil we have another community not just Drupal we need to be involved with that and you can find another community, another people maybe you can find some talent over there and you bring it to your company it's really important too and help to work to be a better place so at the end this is the last thing we did is map our culture this is one thing we took from Zappos this is really important because culture is not something you create for nothing you have to do some work you take a while for your company to have a culture and your trajectory can serve as inside to others so map your culture is really important facilitate the understanding in the absorption of the apply a culture to anyone who will be part of the company so if you have a map of the culture and everybody who want to join to us we will know what they have to expect and how we behave and how Tyler works for example you can start to do like this with building one mantra mantra is like one phrase or one word or two, three to tell to all your employees what do you want to do, where are you going to go and you will understand everything and they will come with you it's really important to keep the team strong and here is the almost the last one to infinite and beyond the olocracy what Hafa told you guys about the Zappos it's a kind of democracy kind of democracy but not really democracy I will try to explain if everybody want to do something here we make a meeting and if someone have one idea and say to everybody nobody if you have a consensus if everybody the decision is made already it's an easier way but it's not easy to apply in your company we are trying to do that in this moment Olocracy is important because we don't have bosses we own the company but we are no bosses so the people have to do something so the things won't happen another thing we are starting to improve is our digital marketing trying to write more and write books and do something the last thing is Kofi Kaizen Kofi Kaizen is a way to find root causes analysis with your clients when the things are really bad sometimes the things go wrong we try to meet with our clients and in a room with a lot of postage and try to find root cause of every problem in the process and we try to fix that with him so guys that's the last slide we are what we do and what we share so if you have some questions we can answer again sorry about the English again when we applied to the conference we didn't know that Portuguese would not be allowed so we are really trying it's really challenging to us sorry again yeah guys, thank you do you want to ask again? great presentation since you tried so hard in English to ask my question in Spanish the question is what are you about capatization capatization theory then of the development that you work with do you have an objective of hours or capatization or what are you talking about? so, I can speak English you ask us if we have the goals to reach that's the question so you had a slide on the capacity with the traffic so my question is to object the best flow like a load on a server you want the best flow so there is no line nobody is waiting in line so how have you found to achieve that in your business? first thing we try to do what we call one piece flow so we have a team and all the team working in one story for the time so we don't have this this quiz so if one developer is having a problem we do what we call stop the line how Toyota is doing that with success and we stop the line and all other developers go to the developer and help to fix or to to disobstructure this query so this guarantee to us that no one have this is my job, this is my work this is your work is all the work from team and if something is stopped in the queue we have to all stop and while we all try to fix this or to remove the impediment or something like that so this is the way we do this and it really works because no one waste stay waiting for other's job, no you have to help them so we start this with the Q&A team in the beginning what we do we develop developers write the code and and and deploy and go to the QA Q8 find where we're on, failure and back and we got this goal today the testers and the QA team works with the developers to don't have this waiting back they pair programming and we do everything with automated tests so we don't do manual tests in QA we help the test team help the developers to create the tests and everything flows much more this happens in the whole area in the company as well in the marketing area, in the commercial area we have some things going wrong we talk with somebody and the guys come to us and help to fix this problem and resolve faster that's the way we try I know it's almost time for launching some people want to leave I guess but thank you guys because I know preparing for a presentation in English not being even your second language I guess is hard but congratulations I think it's really important what you're trying to communicate and inspire I wish later perhaps we can get together some of us are interested in more questions for example, not for right now but I want to know you talk about freelancers but I work and I have a good job and I have my monthly check how can you jump into something like this because it's like throwing yourself into a cliff and being in the uncertainty for a good time but later on I will look out for you and have more questions thank you again I'm a big fan of TOC so I try to apply the TOC theory on our project but I haven't yet because I want to ask you you're going to use the tool to apply the TOC on your project TOC, yeah what is the theory of constraint? actually now we are using Kanban method this is a great method to help us to find this flow in the beginning we done a lot of scrum so it's not working for us and we moved to Kanban Kanban is based on tariff constraints and the idea of flow you have to do something always flow, never back so we try to do that so we use a lot of tools like JIRA for control your process I don't know Renato we use Trello depending on the project when the software project we use JIRA and the market in finance of the company we use Trello but we use a lot of tools the people use the tools when they need to oh I need this I find it's a great tool that help me to do that not the inverse make the information visible to everyone we use like JIRA for the development so everyone can follow the whole process of the development of the software we can use Trello also for marketers we also use tools like chat or ERC because I think it's not like the tool what is important I think it's how you communicate because the tool is just a way to communicate with your peers so it's a good one and we don't know but I think they say that we are ahead right now it's going on it's going good so maybe it can be optimized and be better but actually today we are not using this tool specifically for the constraint you can use the tools in the tool you work for you because you have a beautiful tool and nobody works properly you don't have the metrics you don't have the flow the proper way what's the name of the tool last question for me what's the name of your company stand for the name of your company what does it stand for TAGER in Spanish it's like TAGER TAGER is a workshop studio something like that in portuguese we say atelier like crafting we are not an industry of software we are atelier like a TAGER isn't it taller like higher can be but I don't think so maybe if Sabas when you started your business you started doing Drupal from zero or you started with another Drupal you know I mean if you did if you did so why did you migrate to Drupal or you always began with Drupal not do you want to repeat the question when yes but you want to record the question when you started your business from zero you started with Drupal from the beginning or you started to programming from with another software from zero all the the programming of the websites of the projects that's a good question this slide what we talking about the blue ocean that's what answered that because in 2012 we realized that Drupal is really strong in USA, in America and Europe Brazil is really wicked no much company doing Drupal and that's why we start with Drupal just with Drupal Rafael have a lot of experience with another CMS and we meet him we spoke with that and he showed me that big picture in the world and we start to think probably is a good way when we start the company I had have 4 years experience in Drupal and I participate in the community and my partner Sebastian have a lot of experience too so we in this time we are really focus on Drupal and we did just Drupal and we are Drupal shop really Drupal shop we still are Drupal shop but now we start to do some other things that communicate with Drupal so Drupal is our main business and is what we do with what we are passionate about but now we try to work with JavaScript and React and Cordoba and Node.js and other technologies that can communicate with Drupal and do the ecosystem and we try to we grow so we have to get all the ecosystem to our clients congratulations for the presentation and the thing here I feel some identify with your company because I have the same kind of company I am a developer I have a crazy guy like this and you have to solve of his problems so I can imagine how it is but the thing SMK so at this time I have I am on some way I am doing always everything on Drupal I am starting to work with another tool yes to manage all my projects and the human resources of the company and and the how to say accountant accounting things so what do you think about work everything on Drupal and use another tools like Odo to follow up your team and everything like that I don't know if you understand but you talk about using other tools than Drupal to manage the team I don't have any problem for example we try to use the open atrium what's the name for Drupal commons and we try a lot of tools in Drupal but we really want to do the best tool for the job for example we use a Yammer to communication and it's really good we are starting to migrate to open atrium because it's easy for us to make plugins and make modules and this is nice but I don't think we have any problem with that that the team doesn't complain about that thank you