# Reham Fagiri and Kalam Dennis at Startup School SV 2016 > `[00:00:05]` Welcome back. So it\'s. An amazing morning and one of the questions I get asked a lot is how can we fund both a 10 minute meal kits and quantum computers at the same time in the secret our secret is that we we have a simple focus which is that we fund great founders. And that\'s why I\'m excited to bring out the founders of app Deko Rahamim and column and they went through Y Combinator the winter 2014 batch. About two and a half years ago they never got a lot of hype or. You know investors dumping mountains of money on them. But what they did do is month after month they keep iterating. They stayed scrappy and they\'re building a great business and in a difficult market where a lot of other companies who did raise a lot of money burn through that money and went out of business. But meanwhile they built an actual profitable business like the kind where every month they have more money in the bank account than they did the month before. So I\'m excited to bring out the founders of apt. `[00:00:05]` 歡迎回來。所以.這是一個令人驚奇的早晨，也是我經常被問到的問題之一，那就是我們如何同時為 10 分鐘的餐盒和量子計算機提供資金，而秘密是我們有一個簡單的焦點，那就是我們為偉大的創始人提供資金。這就是為什么我很興奮地推出了應用程序 DekoRahamim 和專欄的創始人，他們在 2014 年冬季完成了 YCombinator。大約兩年半前，他們從來沒有得到過大量的炒作。你知道投資者把大把的錢投在他們身上。但他們所做的是一個月又一個月地不斷迭代。他們保持著斗志昂揚，他們正在建立一個偉大的企業，在一個困難的市場中，許多其他公司確實籌集了大量資金，燒毀了這筆錢，然后破產了。但與此同時，他們建立了一項真正有利可圖的業務，比如他們每個月在銀行賬戶中擁有的資金都比前一個月更多。所以我很興奮能把 APT 的創辦人帶出來。 > `[00:01:20]` Thank you. `[00:01:20]` 謝謝。 > `[00:01:30]` Good afternoon everybody. How are you doing. 大家下午好。你好嗎 `[00:01:35]` I\'m on energy. My name is Carlo. This is my co-founder Rahamim. > `[00:01:35]` 我是能源公司，我叫卡洛，這是我的聯合創始人拉哈米姆。 `[00:01:42]` And asP.B. mentioned we are the founders of apartment Decco apartment Decco is a marketplace for buying and selling furniture. And you may not heard us heard of us before because we are currently operating in New York City in WashingtonD.C. We have a team of people would shout out. We have a team of 50 employees. We\'re going to be expanding to Philadelphia Baltimore Boston in the next few months. And as we mentioned one thing that we\'re really proud of is that we are profitable and that is something that we want to talk with you guys about today. We have kind of some things up in a car park. Clause there\'s this concept of building a real business an idea which means that if a business is profitable it makes money and that can surprisingly get lost in this Silicon ValleyV.S. world. > `[00:01:42]` 正如 P.B.提到的，我們是 DECCO 公寓的創始人，DECCO 是一個買賣家具的市場。你以前可能沒聽說過我們，因為我們目前在華盛頓特區的紐約市工作，我們有一隊人會大聲喊出來。我們有一個 50 名員工的團隊。我們將在未來幾個月內擴展到費城、巴爾的摩、波士頓。正如我們提到的，我們非常自豪的是，我們是有利可圖的，這是我們今天想和你們談談的事情。我們在停車場里有一些東西。這里有一個關于建立一個真正的企業的概念，這意味著如果一個企業是有利可圖的，那么它就能賺錢，而在這個硅谷的世界里，這個想法可能會令人驚訝地迷失了方向。 `[00:02:50]` And we\'ve launched this company in winter 2014 and we\'ve had a lot of ups and downs. A lot of roller coasters in order to get to this point. > `[00:02:50]` 我們在 2014 年冬天成立了這家公司，我們經歷了很多起起落落。為了達到這個目的，我們坐了很多過山車。 `[00:02:59]` And what we want to do is share some real actual stories of the trials and tribulations of what it\'s taken in order for us to be able to get here. And we\'re really excited to do that with you guys today. > `[00:02:59]` 我們想要做的是分享一些真實的故事，講述為了讓我們能夠來到這里而經歷的考驗和磨難。今天，我們真的很高興和你們一起這樣做。 `[00:03:13]` So first things first let\'s get from zero to one. Many of you I\'m assuming you\'re probably looking to start a company and the idea of getting from no customers to getting that first customer. > `[00:03:13]` 所以第一件事首先讓我們從零到一。我假設你們中的許多人可能想要創辦一家公司，并想從沒有客戶到得到第一個客戶的想法。 `[00:03:29]` It\'s not so easy. That\'s me. > `[00:03:29]` 這不是一件容易的事，那是我。 `[00:03:33]` And before starting apartment Decco I worked for L\'Oreal. I was a vice president of marketing. I had a group of a large number of employees and I was very familiar or comfortable with taking a large business and keeping that growing and keeping that sustainable. > `[00:03:33]` 在開始公寓之前，我在歐萊雅公司工作。我是一名營銷副總裁。我有一大群員工，我非常熟悉或習慣于經營一家大型企業，并保持這種業務的增長和可持續發展。 `[00:03:49]` Same for me. I also came from a corporate background I worked at Goldman Sachs for six years before leaving and go to business school. I was an engineer and ran a team of engineers before leaving Goldman. So we both have this in common where we know how to get something not from zero to one but from maybe a thousand to 2000 not from 0 1 so that\'s what\'s great about Lycee right. > `[00:03:49]` 我也一樣。我還來自高盛(GoldmanSachs)的企業背景，在離開并進入商學院之前，我曾在高盛工作過六年。在離開高盛之前，我是一名工程師，管理著一支工程師團隊。所以我們都有一個共同點，那就是我們知道如何從 0 到 1 得到一些東西，但可能從 1 到 2000，而不是從 0 1，所以這就是萊西最棒的地方。 `[00:04:15]` So this is a completely different beast and a completely different animal and I honestly thought that you know I can apply these practices and that was was not true. > `[00:04:15]` 這是一種完全不同的野獸和完全不同的動物，我真誠地認為，你知道我可以應用這些練習，但那不是真的。 `[00:04:25]` So when I got to why we had to take a lot of a lot Lycee CW by the way before it\'s put me on blast. > `[00:04:25]` 所以，當我明白為什么我們必須采取大量的萊切 CW，順便說一句，在它使我爆炸。 `[00:04:34]` Laughter Yeah. > `[00:04:34]` 笑聲是的。 `[00:04:36]` It\'s true a little ashamed to admit it now but when we started at Decco as a concept then I didn\'t even know why he was and we are really grateful to have an opportunity to work with them because it is what catapulted us and helped us to get from that zero to one. > `[00:04:36]` 承認這一點確實有點慚愧，但當我們作為一個概念從 Decco 開始的時候，我甚至不知道他為什么會這樣，我們真的很感激有機會和他們合作，因為這就是我們從零到一的原因。 `[00:04:53]` So the way this works is we would sit down with our partner that we work. Who was Kevin Hale. And I\'ll never forget this one of the first meetings that we had. He\'s sitting down and he\'s looking at our Web site is looking at our catalog and he\'s kind of looking through the listings that\'s on our Web site and he asks How are you guys going to listings today. > `[00:04:53]` 這樣的工作方式是，我們可以和我們的伙伴坐下來一起工作。凱文·黑爾。我永遠不會忘記這是我們開的第一次會議。他坐下來看我們的網站，看我們的目錄，他在瀏覽我們網站上的列表，他問你們今天的名單如何？。 `[00:05:14]` And we say well we email people on craigslist and we say hey listen apartment Decco because we take care of delivery. > `[00:05:14]` 我們在 Craigslist 上給人們發電子郵件，我們說嘿，聽著，DECCO 公寓，因為我們負責送貨。 `[00:05:20]` We do X Y and Zeme by readers like me mostly trolling Craigslist like emailing people. > `[00:05:20]` 我們做 XY 和澤米，讀者喜歡我，主要是在 Craigslist 上亂逛，就像給人發電子郵件。 `[00:05:27]` Very very hackey. > `[00:05:27]` 非常精彩。 `[00:05:30]` And so he\'s like okay so out of 100 people that you e-mail how many actually list maybe 10. And so he\'s like well what about the other 90. > `[00:05:30]` 所以他很好，所以在 100 個人中，你可以用電子郵件發送多少人實際上列出了 10 人，而另外的 90 人呢？ `[00:05:44]` We don\'t know 90. And so he\'s like you need to list it for them. And I remember looking at Rahamim and I\'m like like unbeknownst to them like without like found commissionaire at all. > `[00:05:44]` 我們不知道 90。所以他就像你需要為他們列出。我記得我看著拉哈米姆，他們對我一無所知，就像根本沒有找到專員一樣。 `[00:06:00]` And so he\'s like yeah he\'s like listen you\'re doing them a favor and you listen for them. And if it sells that means they\'re getting what they want they sell their item. > `[00:06:00]` 所以他就像聽我說，你在幫他們的忙，你聽他們的。如果那意味著他們得到了他們想要的東西，他們就會賣掉他們的物品。 `[00:06:09]` Well OK. All right. So there we go we start listing our items listening credulous items on our site unbeknownst to the sellers and boom we start getting a transaction immediately. > `[00:06:09]` 好吧。好的因此，我們開始列出我們的項目，在我們的網站上聽取輕信的項目，不知情的賣家和繁榮，我們開始得到一筆交易立即。 `[00:06:25]` So yes. So you know we\'re high five. And then we\'re like laughter Oh shit like we have I\'m a buyer. > `[00:06:25]` 所以是的。所以你知道我們是擊掌的。然后我們就像笑聲，哦，媽的，就像我們一樣，我是個買家。 `[00:06:34]` How are we actually going to get this item from this person. That doesn\'t even know that it\'s on the furniture. > `[00:06:34]` 我們怎么才能從這個人那里得到這個東西呢？那甚至不知道它在家具上。 `[00:06:40]` So it\'s yes you have to physically move it right. > `[00:06:40]` 是的，你必須把它移到正確的位置。 `[00:06:44]` So we\'re sitting in the community area. That\'s not us. > `[00:06:44]` 所以我們坐在社區里，那不是我們。 `[00:06:48]` But that was what we were rather large. > `[00:06:48]` 但那是我們相當大的地方。 `[00:06:54]` But you know you get you get the you go. You get what I\'m saying. Like hardly thinking. > `[00:06:54]` 但是你知道你得到了你該走的。你明白我的意思。就像幾乎不思考。 `[00:06:59]` So we\'re there we\'re like how the hell are we going to get this item. I\'m like you know what let\'s email them and say hey I\'m the founder of Art Deco we drive and we sold it for you on our site. > `[00:06:59]` 所以我們在那里 `[00:07:12]` Remember this is Craigslist was nine out of ten e-mails people get our spam and people are trying to you know get money wired to Nigeria. So. > `[00:07:12]` 記住，這是 Craigslist，是十分之九的電子郵件，人們收到了我們的垃圾郵件，人們正試圖把錢匯到尼日利亞。所以 `[00:07:22]` So we\'ve seen these nicely drafted letter head type e-mails and we got no responses back and so we\'re like now we have not one cell we have transactions that have come in like how the hell we\'re going to fulfill these orders. And so we\'re sitting there. My face is in my hands and I\'m like you know like let\'s just get cash and just pick it up and buy it ourselves. > `[00:07:22]` 所以我們看到了這些起草得很好的信頭式電子郵件，但我們沒有回復，所以我們現在沒有一個手機，我們沒有一個交易，就像我們將如何履行這些命令一樣。所以我們坐在那里。我的臉在我的手中，我就像你知道的，讓我們去拿現金，然后自己拿起來，然后自己買就行了。 `[00:07:48]` And that\'s exactly what we did. So we have this bag of cash and we\'re going around New York City counting nightwear and we walk in. > `[00:07:48]` 而這正是我們所做的。所以我們有一袋現金，我們要在紐約市到處數睡衣，然后我們走進來。 `[00:07:57]` We meet the seller and we\'re like here\'s your 5000 jobs for your couch. Someone will be on Tuesday to pick it up. And the response was just shock in delight from these sellers. And they just couldn\'t believe that we were just going to leave this 500 dollars and come back later and pick it up and we said oh by the way you know it if we selling other items you should actually sit on the side of Herman Decco. This hack is what got our business off the ground and to got us from zero to 1 This by the way. > `[00:07:57]` 我們遇見了賣家，我們就像你的沙發上有 5000 份工作一樣。周二會有人來接電話。他們的反應只是來自這些賣家的欣喜。他們只是不相信我們會留下這 500 美元，然后回來拿起來，我們說，哦，順便說一句，如果我們賣別的東西，你應該坐在赫爾曼·德科的一邊。這次黑客攻擊使我們的業務起步，并使我們從零到 1，順便說一句。 `[00:08:31]` This is a shocking approach. We tried a lot of different things. > `[00:08:31]` 這是一種令人震驚的做法。我們嘗試了很多不同的東西。 `[00:08:34]` Rain > `[00:08:34]` 雨 `[00:08:34]` did not work. But this was the first thing that really got the business catapult it allowed us for us to get significant listening and to get it get the business to where it needed to be. Another thing was that we were able to get insights into our customers that we never would have had before. > `[00:08:34]` 沒有用。但這是第一件真正得到商業彈射器的事情，它讓我們得到了重要的傾聽，并使我們的業務達到了應有的水平。另一件事是，我們能夠洞察我們的客戶，這是我們以前從未擁有過的。 `[00:08:52]` So remember we\'re going to every sellers home paying them in cash going all over New York City all day long. > `[00:08:52]` 所以請記住，我們要去每個賣家的家里，用現金支付他們，整天在整個紐約市。 `[00:08:58]` So we\'re again getting to know these customers on a very intimate level where they live their economic status. Many times they were making room for a baby. And all these things that we never would have known unless we figure it out and had a scrappy way in order to understand these customers. > `[00:08:58]` 所以，我們再次認識了這些顧客，他們的經濟狀況非常親密。很多時候，他們都在為一個嬰兒騰出空間。所有這些事情，我們都不會知道，除非我們想出辦法，用一種好斗的方式去理解這些顧客。 `[00:09:18]` So what would you say are the key lessons or takeaways. > `[00:09:18]` 那么，你會說什么是關鍵的課程或外教呢？ `[00:09:22]` So this is our story right. This is something that we did that was a little bit out of the ordinary for us. And that made us uncomfortable but I think that that\'s the exact key takeaway is that when you\'re starting a business. First of all let\'s just scrap the advertising on Facebook and advertising on Twitter or wherever and you really need to find those scrappy free ways in order to see if your product is something that customers are responding to because it is also an opportunity for you to meet your customers and really learn what despotically to look like. Exactly. So it\'s also looking to is really just having the ability to humble yourself. For us this was. Again is coming from our backgrounds was really quite frankly very uncomfortable and you know we\'re in the street passing out flyers and run around town in a cast that just seems so ghetto. > `[00:09:22]` 這就是我們的故事。這是我們所做的事情，對我們來說有點不尋常。這讓我們感到不舒服，但我認為這才是真正的關鍵，那就是你創業的時候。首先，讓我們放棄 Facebook 上的廣告和 Twitter 上的廣告，或者其他地方的廣告，你真的需要找到那些亂七八糟的免費方式，看看你的產品是否是客戶響應的東西，因為這也是一個機會，讓你與客戶見面，真正了解自己的樣子。一點兒沒錯所以它也希望真正有能力使自己謙卑。對我們來說這是。再說一次，來自我們的背景實在是很不舒服，你知道，我們在街上分發傳單，在城里跑來跑去，就像在一個猶太人聚居區一樣。 `[00:10:14]` But that doesn\'t mean he does not pass out on the street. Was mostly me again. > `[00:10:14]` 但這并不意味著他不會在街上昏倒，主要是我。 `[00:10:21]` Laughter. > `[00:10:21]` 笑聲。 `[00:10:28]` But you know these are the things that we did that really helped helped us to get from that zero to one. > `[00:10:28]` 但是你知道，這些都是我們所做的，真正幫助我們從零到一。 `[00:10:36]` The second thing we wanted to talk to you guys about was the idea of don\'t get married to a certain parts of some of you or maybe most of you are thinking of starting a business working on a business. Have an idea that you know that you\'re thinking of working on and you might have this vision of what it needs to look like and just don\'t focus on what this grand vision is because you never know what is actually going to end up looking like. So when we first started the company our idea was hey we are just going to be a platform we are not gonna touch this furniture we are going to be the facilitator we want to be like an urban bee or an Uber. Morrison neonate touching furniture was not part of our equation so we built our platform with the idea that we\'ll plug into third party moving companies around New York City. So we worked with a lot of different companies and we would plug into their excess capacity. So whatever they had enough space they would plug in and we would use them for to fulfill orders. It worked for them probably late one point five seconds. And quickly after that we realized that they wanted their prices to continue to go up and we need to maintain our prices low. The other thing is we were just not a priority for them at all. So our quality of service continued to go down and until we had to make some quick changes. Actually there was like one Saturday where the moving company was like Listen we\'re too busy you\'re discovering all these jobs you\'re just going to cancel them last minute. And so we scrambled posted an ad on Craigslist again for a different section this time and looked for two guys to hire. Got us a van and we went and did the deliveries ourselves. It was phenomenal. So we actually had maybe three or four different customers call us that day for the first time ever just because they felt like this was the most amazing moving experience they\'ve ever had. And it was supposed to have been a light bulb moment because it\'s the first time that customers just wanted to give us feedback and comment on the incredible experience that they were getting. > `[00:10:36]` 我們想和你們談的第二件事是不要和你們中的某些人結婚，或者你們中的大多數人都在考慮創業。有一個你知道你在考慮去做的想法，你可能對它需要什么樣子有一個愿景，只是不要關注這個宏偉的愿景是什么，因為你永遠不知道最終會是什么樣子。所以，當我們第一次創立公司的時候，我們的想法是，嘿，我們只是要成為一個平臺，我們不會碰這個家具，我們要成為促進者，我們想成為一個城市蜜蜂或優步(Uber)。莫里森的新生兒觸摸家具不是我們的等式的一部分，所以我們建立了我們的平臺，我們的想法是，我們將插入第三方移動公司在紐約市周圍。因此，我們與許多不同的公司合作，我們將填補他們的過剩產能。所以，不管他們有足夠的空間，他們都會插進去，我們會用它們來完成訂單。對他們來說可能晚了 1.5 秒。在那之后，我們很快意識到他們希望他們的價格繼續上漲，我們需要保持低價格。另一件事是，我們根本就不是他們的首要任務。因此，我們的服務質量繼續下降，直到我們不得不做出一些快速的改變。事實上，有一個星期六，搬家的公司好像在聽我說，我們太忙了，你發現了所有的工作，你只能在最后一分鐘取消這些工作。于是，我們又在 Craigslist 上發布了一則廣告，希望這一次能有一個不同的版面，并尋找兩個人來招聘。給我們買了輛貨車我們自己去送貨。太驚人了。事實上，那天我們可能有三四個不同的客戶給我們打電話，僅僅是因為他們覺得這是他們經歷過的最令人驚奇的感人體驗。這應該是一個燈泡時刻，因為這是顧客第一次只想給我們反饋和評論他們獲得的難以置信的體驗。 `[00:13:00]` So just take us back. > `[00:13:00]` 那就帶我們回去吧。 `[00:13:01]` So we\'ve been doing deliveries eight nine months we had never we had never had one call from customers saying Oh I love the delivery. > `[00:13:01]` 所以我們已經送貨八個月了，我們從來沒有接到顧客的電話，說我喜歡送貨。 `[00:13:10]` Never ever. And then one day we had three to four. So I was like you know what let\'s just get a van and let\'s just do it ourselves. > `[00:13:10]` 永遠不要。然后有一天我們有三到四人。所以我就像你知道什么讓我們只需要一輛面包車，讓我們自己去做。 `[00:13:17]` And I was like No no overhead remember we need to be like Uber. We want to be a platform we don\'t want to touch anything ourselves. No physical products. > `[00:13:17]` 我好像沒有任何開銷，記住，我們需要像優步那樣。我們想成為一個平臺，我們自己不想碰任何東西，沒有實物產品。 `[00:13:26]` So we as co-founder as we well know we had different opinions and so so we met in the middle. So then the next idea was why don\'t we get man in the van type of folks so people who own their own trucks but they don\'t work for a moving company. > `[00:13:26]` 所以我們共同創辦人，因為我們知道我們有不同的意見，所以我們在中間相遇。所以接下來的想法是，為什么我們不讓人在貨車類型的人，這樣的人誰擁有自己的卡車，但他們不工作的移動公司。 `[00:13:45]` It sounded great like they were cracking this is awesome. So that did not work at all because that\'s what we ended up. > `[00:13:45]` 聽起來很棒，好像他們在破解，這太棒了。所以這根本不起作用，因為這就是我們最終的結果。 `[00:13:59]` I wish I was kidding but I\'m not. This is a real truck that delivered our furniture in New York City. It. Is actually a photo that a customer centers. She loved our product and she loved what we\'re doing. She\'s like you guys this is just not a true representation of your brand. > `[00:13:59]` 我真希望我在開玩笑，但我不是。這是一輛真正的卡車，在紐約市運送我們的家具。它實際上是一張顧客中心的照片。她喜歡我們的產品，她喜歡我們正在做的事情。她和你們一樣，這不是你品牌的真正代表。 `[00:14:18]` We decided we\'d be a little more polished and you know our neighbors are getting scared. > `[00:14:18]` 我們決定我們會更優雅一點，你知道我們的鄰居們都很害怕。 `[00:14:25]` Anyway so so the quality was again not their brand recognition and focusing on that was not there. So you know we were fighting this idea of like hey we need to do is platform we need to be you know we don\'t want to touch furniture and we were really really fighting this and married to this idea for so long. > `[00:14:25]` 所以質量再一次不是他們的品牌認知度，而專注于這一點是不存在的。所以你知道，我們在和這個想法作斗爭，比如，我們需要做的是平臺，我們需要成為，你知道，我們不想碰家具，我們真的和這個想法斗爭了很長時間。 `[00:14:49]` But you know months before that we already knew that customers wanted us to deliver ourselves because we saw it happen and it worked really really well. So finally we landed on having our own trucks having our own deliver folks. And that\'s when everything changed. > `[00:14:49]` 但是你知道幾個月前，我們已經知道顧客想讓我們自己送貨，因為我們看到了它的發生，而且效果很好。所以我們終于有了自己的卡車，有了自己的送貨人。那時一切都變了。 `[00:15:06]` That\'s me and our head of logistics. We are actually our first truck. I was very very very excited that we got around. So this was it was instrumental for our business. > `[00:15:06]` 那是我和我們的物流主管。我們實際上是我們的第一輛卡車。我很興奮我們能到處走動。所以這對我們的生意很有幫助。 `[00:15:20]` We were able to reduce cost increase actually control pricing for our customers make it a revenue stream and also it absolutely changed are they that dynamic of our business. So before we had our own delivery trucks word of math probably a word of mouth probably accounted for around 10 percent of our business after we changed to the model that we knew already worked months ahead of months before it countertrend 60 70 percent of our business delivery was this delightful experience that everyone before hated. Nobody was moving nobody. Everybody hates moving. Nobody wants to deal with it. And then we were just offering such a delightful experience that people loved it and told everyone about it. That was sort of like ha you know what do you call the X factor for our business. So we were really really fighting that for so long. And you know this is really one of the key things that we wanted to talk to you about. > `[00:15:20]` 我們減少了成本的增加，實際上控制了我們的客戶的價格，使之成為收入的來源，而且我們的業務的這種動態也完全改變了。所以，在我們有自己的送貨卡車之前，一個口碑大概占了我們生意的 10%，因為我們已經改變了幾個月前已經工作過的模型，幾個月后，我們的商業交付就有 60%-70%是以前每個人都不喜歡的愉快體驗。沒人搬家。每個人都討厭搬家。沒人想處理這件事。然后我們提供了一種令人愉快的體驗，人們喜歡它，并將它告訴了每個人。這有點像哈，你知道，我們的業務的 X 因子是什么。所以我們真的為這個斗爭了這么長時間。你知道這是我們想和你談的關鍵之一。 `[00:16:27]` But also this is a good idea. It worked but that doesn\'t mean that it hasn\'t come without its own hiccups. > `[00:16:27]` 但這也是個好主意。它起了作用，但這并不意味著它不會在沒有自己的打嗝的情況下出現。 `[00:16:35]` We recently our truck completely exploded one of our trucks completely exploded. True story. > `[00:16:35]` 我們的卡車最近完全爆炸了，我們的一輛卡車完全爆炸了。真實的故事。 `[00:16:44]` So we actually have this thing where we like listen delivery guys. If there\'s an issue you e-mail us only if something crazy happens when you call and they still like they\'re like listen hey. > `[00:16:44]` 所以我們實際上有這樣的東西，我們喜歡聽，送貨員。如果有問題，只有當你打電話時發生了瘋狂的事情，而他們仍然喜歡聽著，嘿，你才會給我們發電子郵件。 `[00:16:59]` I\'ve left I left a tool in because it was Palmer they\'ll call us for that. So usually it\'s like cried wolf type of thing. So they\'re calling like what do you want. Like the vehicle exploded. > `[00:16:59]` 我留下了一個工具，因為它是帕爾默，他們會打電話給我們。所以，通常情況下，它就像一種叫狼的東西。所以他們的叫聲就像你想要的一樣。就像那輛車爆炸了一樣。 `[00:17:11]` We > `[00:17:11]` 我們 `[00:17:11]` didn\'t believe it because what does that even mean. And they said This is video and we actually know it exploding. So you know again this is a great idea. > `[00:17:11]` 不相信，因為這意味著什么。他們說這是視頻，我們知道它爆炸了。所以你再次知道這是個好主意。 `[00:17:21]` It doesn\'t come when it\'s obviously challenges despite having a vehicle that exploded literally the steel the businesses that we could have. > `[00:17:21]` 當它顯然是挑戰的時候，它并不會到來，盡管有一輛汽車爆炸了我們可以擁有的鋼鐵行業。 `[00:17:28]` Definitely. > `[00:17:28]` 當然。 `[00:17:29]` So besides that in showing that insurance is important what are the key takeaways. > `[00:17:29]` 除此之外，在證明保險是重要的時候，什么是關鍵的方法？ `[00:17:36]` Insurance is definitely very important. Really don\'t be married to this one idea. Let your customers dictate what your business should bevs. what you think it needs to be. Embrace change. You know a startup is all ever evolving so you really should be embracing that idea and learning from your customers. > `[00:17:36]` 保險絕對是非常重要的。真的不要接受這個想法。讓你的客戶來決定你的企業應該是什么，而你認為它應該是什么。擁抱改變。你知道一個創業公司一直在發展，所以你真的應該接受這個想法，并向你的客戶學習。 `[00:18:01]` So become default life. > `[00:18:01]` 因此成為默認生命。 `[00:18:04]` There is an amazing essay by Paul Graham asking if you are default alive or default dead. And I would really encourage all of you guys to read it if you have. But basically the long and the short of it is what is default alive is essentially. Do you have enough money in the bank based on your current expenses to where you will not run out of money. If you have never have to raise another dollar again. So it means like are you going fast enough in order to get past your threshold of Statik or expenses. Hopefully the static worth are going up. So back in 2014 2015 we were growing really fast but our expenses were growing fast too and we were burning a lot of money and not growing fast enough in order to be default alive. > `[00:18:04]` 保羅·格雷厄姆寫了一篇很棒的文章，問你是默認活著還是默認死亡。如果你們讀過，我會鼓勵你們讀的。但基本上，長期和短期是什么是默認活著本質上是。你是否有足夠的錢在銀行里，根據你目前的開支，到你不會用完錢的地方。如果你再也不用再籌集一美元的話。所以這意味著你跑得夠快才能通過你的 Statik 門檻或者開支。希望靜態價值正在上升。所以，早在 2014 年，我們的增長速度非常快，但我們的支出也在快速增長，我們消耗了大量資金，但增長速度不夠快，以至于無法存活下來。 `[00:18:53]` For more like we know we just won it was sort of the environment. Don\'t worry about your bottom line only focus on growth growth with top line growth right. > `[00:18:53]` 更像是我們知道我們剛剛贏了，那是一種環境。不要擔心你的底線只關注增長，而最重要的是正確的增長。 `[00:19:03]` So we were saying to ourselves if we can grow fast like this and lots of companies are raising we\'ll just grow fast will grow the topline numbers will raise money. We\'ll continue to grow grass. The bottom line that\'s really a secondary component. We hit all our goals that we set for that year. > `[00:19:03]` 所以我們對自己說，如果我們能像現在這樣快速增長，而且很多公司都在籌集資金，我們就會快速增長。我們將繼續種草。底線確實是次要的。我們實現了我們為那一年設定的所有目標。 `[00:19:18]` But we could not raise and we were we had around 3 to 4 months of money left in order to before we were going to die holistically. > `[00:19:18]` 但是我們不能籌集，我們還剩下大約 3 到 4 個月的錢，這樣我們才能整體地死去。 `[00:19:31]` And so this was a really you know we talk about Sartor\'s being a roller coaster and this was the part where we had a really difficult decision to make and that decision was Can Dekle stand on its own two feet without having the crutch of DC funding so that means that we had to take a look in the mirror when building a real business building a real business. > `[00:19:31]` 所以這是一個真正的，你知道，我們談論薩特是一個過山車，這是我們有一個非常困難的決定，這個決定是可以站在自己的兩條腿，而沒有 DC 的資金拐杖，所以這意味著，我們必須照鏡子，建立一個真正的企業，建設一個真正的業務，建設一個真正的企業。 `[00:19:55]` So we cut our marketing to zero dollars. We weren\'t spending a dollar on marketing. We had to cut costs in various areas. We we also had to. > `[00:19:55]` 所以我們把我們的營銷削減到零美元。我們在營銷上沒有花一分錢，我們不得不在各個領域削減成本，我們也不得不這樣做。 `[00:20:07]` Cut our marketing costs. I just generally looked at our unit economics so looked at our revenue and looked at our expenses made sure that we\'re profitable from delivery. We made sure that our unique Unicon customer acquisition cost where at that point where there was zero but there were profitable as well. > `[00:20:07]` 削減我們的營銷成本。我一般只看我們的單位經濟學，所以看一下我們的收入，看看我們的開支，確保我們能從交貨中獲利。我們確保了我們獨特的 UNICON 客戶收購成本，在那個時候是零的，但也有盈利的。 `[00:20:25]` So this was a really tough decision and we had to raise prices on customers as well in areas where we were offering something at a price that was just not feasible and not realistic. > `[00:20:25]` 所以這是一個非常艱難的決定，我們不得不提高客戶的價格，在那些我們以不可行和不現實的價格提供產品的地區。 `[00:20:36]` And so that is if you had to make these decisions and say Is this something that people are willing to pay for we made those decisions for us at that time was a very difficult moment and a very nerve racking moment. > `[00:20:36]` 也就是說，如果你必須做出這些決定，并且說，這是人們愿意為我們付出代價的事情-我們當時為我們做了那些決定-這是一個非常困難的時刻，也是一個非常緊張的時刻。 `[00:20:49]` But it was the best thing that we could have ever done because it allowed for us to be able to grow our business in a healthy way continue to grow and also become truly profitable more money and then more money going out. And this is the reason why we\'re profitable today and it puts us in a position to have much more negotiating power. > `[00:20:49]` 但這是我們所能做的最好的事情，因為它使我們能夠以一種健康的方式發展我們的業務，繼續增長，并成為真正有利可圖的，更多的錢，然后更多的資金流出。這就是我們今天盈利的原因，它使我們能夠擁有更大的談判能力。 `[00:21:06]` If we decide to ever decide to raise it get so what are what would you say the key takeaways are don\'t die. That\'s one. > `[00:21:06]` 如果我們決定提高它，那么你會怎么說，關鍵的外賣是不要死的。 `[00:21:19]` Really understand your bottom line. That is one thing that we pore over constantly looking at literally every expense and this is really it\'s really easy to get away from as you are building a business and it\'s actually sad to kind of say that but you mentioned the rise of not many that tooth and nail very meticulously. > `[00:21:19]` 真正理解你的底線。這是我們經常關注的一件事，我們經常關注每一項開支，而這確實是一件很容易擺脫的事情，因為你正在建立一家企業，說出這樣的話實際上是很悲哀的，但你卻非常仔細地提到了不多的那種東西的興起。 `[00:21:42]` I look at our expenses every month like I call our data from our bank account and look at every single line item because we would never want to go back to that situation again and we look at that for future months as well. > `[00:21:42]` 我每個月都會查看我們的支出情況，就像我從銀行賬戶中打電話給我們的數據一樣，并查看每一個單行項目，因為我們再也不想再回到那種情況了，我們也會在未來幾個月里看到這種情況。 `[00:21:52]` And then the last thing is this unit economics. So how much of delivery cost. How much are you charging for it. The part though what you\'re charging is a commission for your business or however you Monitise does it support the things that you need to be able to grow it particularly from almost all foreign business. > `[00:21:52]` 最后一件事就是單位經濟學。那么送貨的費用是多少。你要多少錢。盡管你收取的部分是你的生意的傭金，不管你做什么，它支持的東西，你需要能夠發展它，特別是從幾乎所有的外國企業。 `[00:22:09]` This is something that\'s needed right because you\'re actually physically moving products so there\'s a lot of expenditure that goes with that. So the last thing that we wanted to talk to you about is ignoring the noise so you know we had the slide right before with all the headlines about you know is this a bubble or you know it\'s easy to fundraise. It\'s not easy to fundraise. There\'s all these chatter out there. But we had to really learn especially what we just told you about being default alive and what we had to do for our business to learn to really completely ignore the noise because we had we need to focus on our business. So we put on our headphones and completely ignored everything that literally that\'s what we had to do. And you know there\'s like the investor noise there\'s competitors there\'s just all kinds of noise. It\'s not just what people are saying in the press. So we had this one competitor that had raised 20 times the amount of money that they had. They were growing so fast and they were all over the news. > `[00:22:09]` 這是我們需要的東西，因為你實際上是在移動產品，所以會有大量的支出。所以我們最不想和你們談論的是忽略噪音，所以你們知道，在所有關于你們的頭條新聞之前，我們都有幻燈片，你們知道，這是一個泡泡，或者你知道這很容易籌集資金。籌款不容易。外面到處都是閑聊。但我們必須真正學習，尤其是我們剛剛告訴你的關于默認的活著，我們必須為我們的企業做什么，學會真正完全忽略噪音，因為我們需要專注于我們的業務。所以我們戴上耳機，完全忽略了所有我們必須做的事情。你知道，就像投資者的聲音一樣，有競爭對手，有各種各樣的噪音。這不僅是人們在媒體上所說的。所以我們有一個競爭對手，他們籌集了 20 倍的資金。他們長得太快了，新聞里到處都是他們。 `[00:23:11]` They were oh my gosh everything everywhere we went through was a what about them employing hundreds of employees. Exactly. > `[00:23:11]` 他們是，我的天啊，我們所經歷的每一件事都是關于他們雇用數百名員工的情況。一點兒沒錯 `[00:23:18]` So it was just you know we consume so much of our energy thinking about what\'s their next move. How could this impact us. And it really distracted us it distracted us for some time from focusing on the things that really matter which are what we\'ve already discussed is what your customers want. Building a real business. Making sure that you or I continue to build that word of mouth. So ultimately they ended up folding. So all that time and energy that we expensed worrying about what they shirt what they were doing and how this would impact us didn\'t really matter. And you know ultimately for us this was a big learning and something that we really want to emphasize because there\'s just so much noise out there when you\'re building a business you really need to focus on the things that you can control yourself. You are essentially the desk you are in control of your own destiny not the Vichy funding in climate or your competitors or anything of that nature. > `[00:23:18]` 所以你知道，我們消耗了太多的精力，思考著他們的下一步行動。這怎么會影響到我們。它真的分散了我們的注意力，它分散了我們一段時間的注意力，把注意力集中在真正重要的事情上，我們已經討論過的就是你的客戶想要的東西。建立一個真正的企業。確保你或我繼續建立口碑。所以最終他們被折疊了。所以我們花了那么多時間和精力，擔心他們穿什么衣服，他們在做什么，以及這會對我們產生怎樣的影響，其實并不重要。你知道，對我們來說，這是一個很大的學習，也是我們真正想要強調的東西，因為當你建立一家企業時，那里有太多的噪音，你真的需要專注于那些你可以控制自己的事情。你本質上是一張桌子，你掌握著自己的命運，而不是維希在氣候方面的資金，或者你的競爭對手，或者其他任何類似性質的東西。 `[00:24:23]` If you\'re building anything worthwhile you\'re going to have a better it\'s going to have someone over there now or they\'re going to be there tomorrow. > `[00:24:23]` 如果你正在建造任何有價值的東西，你會有一個更好的東西，它現在會有人在那里，或者他們明天會在那里。 `[00:24:31]` But who decides who\'s going to last customers mostly customers and building something that people want. > `[00:24:31]` 但是誰來決定誰會成為最后的顧客-大部分是顧客-并制造出人們想要的東西。 `[00:24:39]` Some of them absolutely yeah. I mean it just block your brain. Once you get to profitability you really in control of everything and this is why we\'re very excited about the next chapter for up echo. So this is still we\'re still very early on in our journey. We\'ve you know we\'re only two years and a half in this these are some of the lessons that we\'ve learned along the way. We\'ve heard them many times through wifie and all the way he chats but we\'ve sort of had to also learn them the hard way and we hope that you guys can take some of these lessons and apply them to whatever you work in the business or part of a company or what have you. These are lessons that you can definitely take on for the future. My father has a saying. > `[00:24:39]` 其中有些絕對是的。我是說這只會堵住你的大腦。一旦你獲得盈利能力，你就能真正掌控一切，這就是為什么我們對下一章“向上回聲”感到非常興奮的原因。所以這仍然是我們旅途中的第一步。你知道，我們只有兩年半的時間，這是我們在這過程中學到的一些教訓。我們通過威菲和他聊天的方式聽了很多次，但我們也不得不用艱苦的方法來學習，我們希望你們能從中吸取一些教訓，并把它們應用到你在一家公司或公司的任何工作中，或者你擁有的任何東西上。這些是你將來絕對可以學習的課程。我父親有句諺語。 `[00:25:25]` My father has a saying you know better you do better. > `[00:25:00]` 我父親有句諺語，你更清楚你做得更好。 `[00:25:29]` And we knew better but we weren\'t doing better. And I hope that you know what you take from that is seeing some of the things the pitfalls that we\'ve had in order for you guys to grow successful companies in order to do the next great thing. So we appreciate your time. Thank you guys so much and have a great day. `[00:25:29]` 我們知道得更清楚，但我們沒有做得更好。我希望你們知道，你們從中能看到一些我們為了讓你們成功地發展公司而做下一件偉大事情的陷阱。所以我們很感謝你們的時間。非常感謝你們，祝你們度過美好的一天。