How to Retain Employees More than 10 Years using Alf Ruppert
Most CEOs don't run the same business for more than 15 years. But Alf Ruppert isn't the usual tech-related company founder. "I'm somewhat closer to those who ran businesses in the 50s," Ruppert acknowledges -- a period in which he felt that having a fun working environment was highly considered.
That's why around four of the employees have been part of the company since the beginning.
In 2006, Alf founded iOSXpert which is today the largest partner of the mac-based CRM and project management software Daylite. In the seventeen years Alf has grown the business without the aid of external funds and also maintained a high retention rate of employees.
Our former Director of Content and Community spoke to Alf about managing a happy team, the way he's built the company with no external funds, the history of developing inside the Mac ecosystem, and running an IT consulting business and software.
Watch the entire interview here or search for it on any podcast you want to listen to.
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Transcript
Nathan Collier
Hey , y'all. I appreciate you joining me today. Hi. Hi. Introduce yourself, and then introduce iOSXpert in order for people to know kind of a little bit of a context about your work.
Alf Ruppert
Yes, I am Alf Ruppert, I was known as the actor is famous for TV shows in the 90s, or the later 1980s looked like. I am grateful to God I had a name earlier. This name wasn't a popular at the moment. Yes, we, at iOSXpert do what we are doing? We're more or less a business consulting business, as well in the sense of a software-related consulting firm like many outside, but we specialize in Apple users and helping Apple users. It was this thing that we created: iOS experts and meanwhile, we are more getting becoming more and more software-based companies. As we are making improvements to an CRM system that we're selling. The tool is a Canadian-made CRM. It's extremely well-known among Apple customers, and is referred to as Daylite and, for the Daylite System We are creating plugins and enhancements along with additional services. We are selling them all over the globe. In addition, we have 120 nations.
Nathan Collier
And you are currently making calls from the whereabouts of the world?
Alf Ruppert
So we are based in Bendorf There is no one who knows about the small city near Koblenz. Koblenz is the place where you can find the Rhine as well as the Moselle River are meeting. Additionally, Koblenz is located between Frankfurt as well as Cologne.
Nathan Collier
Okay, so you're in Germany? Yes, yes. Okay, cool. It seems like you've been working at this business for quite a long period of time. This is a look like 2006. Does that sound right?
Alf Ruppert
Yes, I have even to look it up in order to provide accurate answers around that time.
Nathan Collier
Yes. Your LinkedIn says April 2006. So yeah, but the reason why I'm asking that is, it's pretty uncommon for me to come upon someone working on one project for so many years. That's why I'm awed as 2006 is it was way ahead of when iOS was even a thing. As the iPhone was released in 2008. Let me go back like how did how did this idea begin? For instance, how did you begin to work on this.
Alf Ruppert
So I always love to use the Mac. My very first job, actual job, was with an enterprise back in the 90sat the end of 1990s. They had developed ERP software that was targeted at Mac users. It was completely bizarre as you needed to market it to the people in this world that time was when a Mac could cost 10,000 German marks that time. While a PC cost around four or 5000. So it was very amazing to make commercial decisions on Mac devices, not only employing them in a creative world, even using them for actual business assets. It's something I like very much. There was also this big ERP going out of business, and it was filmed after the initial E-commerce New Academy scene was crashing for 2000 and 2001. In fact the time, I was working for a business trying to establish a ecommerce solution that was based off of Apple's Apple database. We had to shut down, too. And then I began to find out what I knew and make something meaningful using all the knowledge I had about Macs as well as business-related things. This is the reason I struggle to say the time I launched my company when I was in 2004, or five, I started I had a lot of free time because I just had to leave my job it is big ERP moving word was about to go down in Germany. Therefore, I uploaded all the information I had on the internet it was the first site I created for myself it is a software called rapidweaver which made me open up the internet in a completely different way to me. This is why I made a website that contained everything I knew about business software on my Mac. Then out of that began the whole process when I began to search for a new product to promote and discovered Daylite and get in contact with the Canadian people. I frequently say it was a really amazing thing that I created without the internet as if I even know I'm that old, even though prior to the internet was when it was internet which was truly a change for me, because the prior time was unsinkable that you're doing business with the Canadian business that's has a way of getting in touch and initiating communication. that ends up in the real meeting and then working with them.
Nathan Collier
Yeah, it wasn't that long ago that like what you're currently doing with me. I'm in the US and you're in Germany and this isn't and this could have been the equivalent of an international long distance call for around $3 per minute, or something similar to a payment made to a telecom provider. It's interesting. You were able to upload all of your material via the web? This is 2014 classified right on the surface, and were able to acquire consultants? Perhaps it was directly to software?
Alf Ruppert
The only thing was that I had to have an understanding of this particular niche in things like business workflows and ERP software and run on the Mac. Thus, I recorded everything in the hopes that, in the event that I have my personal history that is safe for me, I could review of my past. However, it was discovered that individuals contacted me to say"Oh, you've got information there. I've didn't know it existed. You're the first one who can access all of this information in the same place. And aside from that, I always try to get a job that pays care getting paid for what I do. To gain this understanding, and to work on an Mac as well, while I was in my search for a job I discovered the CRM program and was already always a product person. This is why I'm in need of something that's fallen off and I can make it easy to sell. It's not me, who's what every one sells tells that I'm able to sell software, next day cars or whatever, no, I have to fall in love with the thing I'm doing. It was something I came across and this was Daylite because it's an attractive manner of selling very well. Also, I was able to see the advantages for clients. Then it gradually turned out that it was the very first product I recommended to my customers as well to my customers who consult me after which the product was one that I would recommend to my clients. It was a good start, so I started growing.
Nathan Collier
Then you began by consulting and then you were recommended this product and then eventually began to build software that could make the product better. So you've really gone the full spectrum with this specific product.
Alf Ruppert
It started when I remember the first piece of software we did to support Daylite was to make connections to phone systems so that you can push an icon and dial out, or if you're calling you, you could see which customers calling in. And the problem was, I had no experience in software development. This is why I had an idea. And I had even no cash to pursue it. Therefore, I found a developer made a deal with him and say I will sell it and you will participate when you are sure of my. Then we worked together. And it was huge success.
Nathan Collier
I have a memory of when it was happening because I was I was working at one of the companies around 2010, or at the time that idea of making calls from of your computer tied to a CRM system was pretty new during the time. I'm not saying this was before it had already been for sale. However, if you go back to 2006 2007 and 2008 the idea wasn't a common thing which people would do. Much like the way we do it. Now we are used to it.
Alf Ruppert
Yes. It's the norm, but still not on still on the Mac There are some difficulties today since, on Windows PCs, there's a it has a TAPI API. So it means it's standard that the operating system has an internet connection for phones, something that the Mac does not have. And funnily enough, the very first iPhone didn't have a too. So you weren't able to make use of the features of your iPhone via your Mac.
Nathan Collier
Yeah, if people forget like, and it's hard to remember like it was the very first iPhone launched with native apps with no app store the iPhone of 2008, and it was this way for many years. Also, the iPhone that we have today was not even the iPhone of 2008 and the iPhone in 2008 was very groundbreaking. This is very intriguing. Did you think you would discovered this item Daylite? What is the risk in Daylite being a non-paying sponsor, right, like you think. But you love this product? What was it about that product that really caught your attention and led you to believe that this is awesome, I'd like to do more with this.
It has unification of a few things. It's not just that an ordinary travel book. It is just a calendar integrated and it allows you to link items together. Even it grabs your email. This was a bit annoying. And if you see the tools that are standard on Mac even on a very low level the system is compared to Outlook and Outlook. One application is which has your address calendar, books and emails. Even it's worse linked, but it's it's one application for a Mac It's actually at most three applications. And Daylite precisely does that. Put all this together. Then, at the management of projects and possibilities for creating estimates, and making sales and everything else. All these are linked together and all you need is only one solution. Jaya, it has changed, I think, as an expert in this field would say. This was my maybe interested because of an idea from the 90s. And beginning 2000s, that you can have one system which covers all the bases, isn't it? In the meantime, the technology has evolved. It is now awash with many millions of apps as well as small services. So even my concept of has changed in that manner that today, I would say that you require a central app perhaps like the digital hub, or perhaps like Steve Jobs mentioned the iMac. You've also attached things around and you'll need a central program. This is how we 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. And a lot of the new features are built on the fact that we connect various platforms. That means we've got an online booking system named Acuity that we integrated into Daylite as an example of a plugin. This is a great concept. Because if you have the ability to integrate a couple of things, this will appear to the user that it's an application but in reality there are many applications then you can easily change to get better stuff. Since our process is swift. In a few years, there's a better way for offering appointments online, and we'll need to connect this one. It's also possible to remain in the application that is centrally specifically designed for you.
Nathan Collier
I love that. This is an amazing transition from the last time we talked, it's been just a few months ago, you we talked just very short about your ways of thinking about the business. You're probably beginning to understand a bit of that. What do you think are some of the fundamental similar philosophies you use to sort of help guide your business in making decisions, because, it's been 16 years or however long years, it's been to working on this project. There are a lot of entrepreneurs, you know who build things, and they then sell it , and then go on to the next project. But they always appreciate that as an entire world of good, and that's great. Like that's a whole it's possible to pursue this for a living. But you've chosen to sort or build something and stay with it for the duration of. Then what is it that motivates your attention about this particular area? Also, what's the kind of principles you've employed to make business decisions over the years.
So I always was attracted to. That's why there's one thing that led me to become an entrepreneur: I don't like all these politics that you do have to do in bigger companies. Therefore, I decided to create my own space. Also, I am always happy working in the context of a group. And I think if you're at peace when you're at ease, work is there's no big distinction between working and leisure time. Just just, I like working because it's not nothing where I'm required to be there in the morning or anything similar to that. And it was very important for me to make a situation where everyone was working with me feels the same. Therefore, it was essential to me to into consideration my employees. In addition, I believe I've made it clear in a casual conversationthat maybe I'm little bit at this point of view, I'm perhaps a bit close to office managers or to to to business owners back in the 50s. In our day,
Nathan Collier
What does it mean when you've said it a couple times? What do you mean by it?
Yeah. Therefore, I would like to show you an example we are located in the old Coca Cola building. In the 1950s, there was a pool right next to the place that I work in there was a pool pool for the employees. They even contemplated creating something that they can benefit from and add benefit to their employees that makes them feel good. Also, we could take them to their kids area to go swimming since there wasn't a swimming pool can no public swimming pool at that time. This is the reason that I if somebody, I recently met a person in our community, who was trainees here. The guy was originally from Kazakhstan but now he's mature and must make a trainee, sing once more due to the German laws and he has to need a new certificate. So and then he ended with his car crashing, and he's really not enough money. We decided to buy him a vehicle. Everybody who's at the moment should be aware of there are problems we could solve even if it's not always that simple. was money sometimes was hands upon when we travel from one plane to the next with the whole staff is present. This is the kind of atmosphere is the one we've got. This is probably the part I'm the most proud of. I helped create the attitude here in the whole organization with the team that I joined the team.
Nathan Collier
Did it happen that way? are going to be entrepreneurs out there that are thinking this sounds great. How did you do it? Like? What did you like about it? What are the most memorable your decisions? Like? What? That's an awesome example of a car. Yeah, what else has your done in the years that have sort been the catalyst for that kind of culture.
Alf Ruppert
Therefore, we must calculate, and this is even more true today. And harder today that we have to compensate for the talents of our employees. That's why, for a smaller company like ours, we are I believe that we're in the same boat as amoeba, 1670 people, and it's very difficult to stand out as the top company to the business that pays the most, because larger companies are able to pay more and try to make a mark on the price side. It's not easy. And but what we did for the first time and I believe we continue to do this every year for at least 15 years, we go skiing every year for the entire team. all weekend long, as an one example. And we do some things like that, in the summer, or during summer time when we're trying to make it a bit easier to call them acquaintances, perhaps something different, but it's the kind 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 We have, at least four people who are here more or less from the start.
Nathan Collier
Let's talk about the future entrepreneurs for a moment. So for people who, think they are a fan of your philosophy the way you're considering things, then create, build something and stick with it. create a workplace where employees love to work, what do you suggest to people? What are the best suggestions you have for people who'd want to create a business with that kind of culture?
Alf Ruppert
Yes, there are a few things to consider the first one is a simple one, try to be nice to everyone being fair. So not everyone is working for me that I can buy the second Porsche. So it's an adult drive one was just a picture. It was at the very, very beginning, you can feel comfortable with people who will make offers and push for a successful company, but do not forget them if you take the first obstacles, allow them to be part of the process. Thus, we have to the two guys two people at the beginning I handed them shares. Then they offered them shares beginning of the business's growth and be worth it. They're more interested in this because now it's one of their companies. their company. So, you can share your successes, and in the event that you can say just one word, what more, then trying to create it is a challenge since we are unable to give no recipe to do that, but trying to to make a comfortable at-home environment that is comfortable for all employees. and to stand out from other companies. Today where so many work from home, the company culture is often getting confused. So and if you have employees who do not care what kind of flag they have up on their rooftop and they're seeking the same same environment and are all working for the same company A, or perhaps being employed by Company B, then they reduce everything down in the name of money. Try to avoid it try to make a decision based an investment in the company culture, it's maybe an appropriate next step. I would say and we do not read as numerous books since I've met that there are a lot of people studying books, attending conference and asking themselves how they can be doing. And I would say I have what was the most important thing that I learned from this book was to record your your company values. We really came up with as a group our core values and came up with a few of rules where we say these are our our company values, we will be respectful, together and with respect, treating customers respectful and what could we even expect the same from the customer. We want to our time be valued. A couple of things but I did not write them down and Put the notes on whiteboard. We did it together. What defines us as a company? What what is our, our scene where we want to get measured? Yeah,
Nathan Collier
I've found it to be very helpful. The values are definitely helpful. I discovered that they're often like, it's an representation of your identity and not necessarily a reflection of your goals, right, which is where you want to like what you want to become. It's interesting to note to know that you kind of got together and just described who you were, like who you were already that that that then codified that your culture.
Alf Ruppert
And I use it every whenever I am in a job interview I lay it out on the tableand they go through it and then take a look at yourself and decide if how you'll fit in. If you can identify where you're at with these fundamental value, there's a good likelihood that you'll make it into the group.
Nathan Collier
Right? Where do you go to sort of like to get new ideas or new inspiration? Is it the internet, books, or conferences? Like, what? How does it look?
Alf Ruppert
I think the most of my inspiration comes from the time I get out of conversation with my customers. Even as my job was changed. In the first beginning, of course I took on everything. That's why I was that consultant person, and the person who helped, and, and the salesperson. I mean, meanwhile I'm quite certain that many people who declare that I'm the only one who is knowledgeable, at the very least about a particular topic in the company. It's just that I've got a great concept from each department. However, I make sure to stay the conversation going with my customers. This is why I do still consult sessions, even if they're not as frequent since my coworkers as well as me. I also continue to do sales representatives that remain in conversation with any customer of any size. This means that I am able to know their requirements. Then I reflect on that and can think about, hey the guy is facing a problem that we couldn't resolve until we figure out how we can help him in and more productive in his work. Then, we get thoughts. It's not that I love to run around all these trends. There's a funny tale. I had a business friend. He was a huge supporter at SaaStr. SaaStr conference. So so he told me I should take a trip and check out the events there and there was one in Europe and I thought, OK, let's travel there. Then we went with 3 individuals. It was my first time attending the conference. Then I got shocked as I had been looking for a way into a time-traveller back in the 2000s. This was the original falsehood. As the internet's first economy was born. They told me that I think I'm in the wrong side of the group. If that's the case, I can be there to tell them since I've seen the young men were talking about. And I'm not sitting there and back again. disabled ship has never been lost. It was all about how do create it appear larger and then sell it to receive the money for the next venture? No, nobody had made one one euro revenue that. Everyone was everyone who said Oh, great. He also got another 20 million venture capital. Is it a success to get venture money? No successes if you build something and sell something and, and and make really money out of it?
Nathan Collier
Yeah. So we were just our chief of product attending the most recent Sastre Europe conference, is there, do you think there's a danger to go to such a venue as well there are good and bad, but negative, but you are entangled in that sort of whole venture world where, where there are people who talk a lot about funding rounds and those sorts of issues. But it sounds like you're more focused and sure that's the case, but but I'd love to have you talk about the topic. Your focus is on building a company that's, and profitable. You can even see this as a 2006-like company that is now still still going. What what do you think could be the risk from getting too focussed on these kinds of venture capital concepts.
Alf Ruppert
I made this error, I already did this mistake because in 1998, I started my first larger company but which was an e-commerce company and it was just as the preceding the new economy of 2001 all of a sudden, everything went down. Yeah. That's right. We built as a program and took our final money to the C bid which was a big thing that was happening at the time. For young people who watched this, this was a big trade show all about computers and software and it was the largest in the world and it was happening. It was held in Hanover and I'm sure he was the one who took our final money to rent the mobile house because we have no cash for having the proper hostel and they'll inform us that, in the event that we fail to find anyone who will pay us, we will be dead after the after we found an individual who gave us money. And then they force us to do you have to perform this and that and that. In fact, I was only a little at that age, and I followed their directions only to be blown away. I think at that time I was between five and 600,000 years that I performed on stages German mouths. It's hard to remember a long time. However, it was a lot of money for us at that time. They also told us if the money is empty, just call us to make another call. Yeah, interesting. The problem is, I called in 2001, and they said oh, the cash was gone. We had to close the company. And since that I promised, I will not take any money from any Venture individuals who are telling me what to do. I told that the bank we have did not require to use the bank. The entire amount we earned from here to meanwhile, close to 1.151 five million euros revenue is that we funded ourselves with interest. Therefore, I do not even own an account.
Nathan Collier
Bootstrapped, in the real sense of the term, as right from the beginning. What is one thing you'd like people to recall after hearing this conversation?
Alf Ruppert
Do not -- particularly when you're an entrepreneur. Don't let you ... don't hear that at this bullshit, they are telling you like the artist's books or conferences for quick profits. It's better to construct something long lasting, which not means it's in any way ... If someone came around and said I give thirty million euros to you, I'd change my mind and make it available for sale. That's a possible alternative option. Don't get caught if opt for the same route that I choose, which I believe is the more attractive way than making a quick build up and sell it even before it makes the first euro or dollar of profit. But on contrary, you shouldn't get too. There's always a business opportunity at the end of the day, it's better to sell or to let let it go. So it's an equilibrium.
Nathan Collier
You can accomplish all this while earning the profit. Are you saying that?
Alf Ruppert
Yeah, yeah. You're not successful. If you of course, our world will tell you you are successful if you can sell something for 20 Millions, what would never made 1 million revenue which is why you need to enable it in your pockets. Yet, I'll feel more successful, to build something where which which is fine as in itself as well as paying salary for my employees and earning a living for a couple of families.
Nathan Collier
Yeah. So thanks, Alfred. Or Thanks, Jeff. The experience has been wonderful. If people want to sort of connect with you, how do they do this?
Alf Ruppert
Contact me via LinkedIn or send me an email directly. Find all details regarding my contacts on my website. I'm happy to share my knowledge with any entrepreneur. And yeah, maybe lead in can take a little longer because I've learnt the majority of what I've learned and prepared for the questions you're putting about me, since 90% attempt to convince me of something right at the very beginning of a maze that I'm not going to answer.
Nathan Collier
Maybe you can say Hey, I came across your Interview or heard your podcast or some such thing. Thanks, Alpha. I really appreciate it.
Alf Ruppert
Yeah, you're welcome. We appreciate it.