How to Retain Employees More than 10 Years using Alf Ruppert -
A majority of CEOs do not run the same business for more than 15 years, but Alf Ruppert isn't the typical tech company founder. "I'm somewhat closer to entrepreneurs from the 1950s" Ruppert acknowledges -- a period where he believed that the importance of creating a positive work environment was more highly valued.
This perspective is why around four of the employees have been employed by the business since its inception.
In 2006, founded iOSXpert which is today the largest partner of the popular Mac-based CRM as well as Project Management software Daylite. In the 17 years Alf has grown the business without the aid of external funds and also maintained a high retention of its employees.
Our former Director of Content and Community spoke to Alf about running a successful team, the way he's built the company with no external funds and the development history in the Mac community, and operating a consulting and software business.
Stream the full interview below or whenever you are listening to podcasts.
Full-Interview: Audio-Only
Video of the Full Interview
Transcript
Nathan Collier
Hello y'all. Thanks for joining me today. Hi. Hi. Introduce yourself and introduce iOSXpert to let people are aware of some bit of a context about your work.
Alf Ruppert
Yeah, my name is Alf Ruppert, I was known as the actor is famous for TV shows from the 90s or what the late 1980s looked like. I am grateful to God I had a name earlier. This name wasn't a cool kid at that time. Yes, we, at iOSXpert What are we doing? We are mostly a business consulting business, as well as a software consulting company like several outside firms, we are specialized in Apple users, and we are able to assist Apple users. And this was the original concept that was created by us: iOS experts and meanwhile we're becoming more and more software company. We are currently working on improvements to the CRM software we are selling. This is Canada's CRM software. It's extremely well-known among Apple users, it's named Daylite and, for the Daylite System We are developing plugins, enhancements and additional services and selling them all over the world. In addition, we have 120 nations.
Nathan Collier
And you are currently calling in from where in the world?
Alf Ruppert
We are located in Bendorf We are unaware of the city of Bendorf, which is located near Koblenz. Koblenz is that the Rhine as well as the Moselle River are meeting. And Koblenz lies between Frankfurt between Frankfurt and Cologne.
Nathan Collier
So, you're currently located 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. Do you think that's the right date?
Alf Ruppert
In fact, I'm going looked it up in order to give correct answers around at that point.
Nathan Collier
Yes. Your LinkedIn says April 2006. That's right, however main reason for me to ask that is, it's pretty unusual for me to run upon someone engaged in one endeavor for this many years. That's why I'm awed since 2006 was it was way ahead of when iOS existed at all. Similar to the iPhone is the year 2008. Let me go back what was the process that led to the project begin? In other words, how did begin to work on this.
Alf Ruppert
So I always love using the Mac. My first, and only actual job, was with a company back then in the 90s, towards the end in the 1990s. They had developed ERP software for Mac users. It was completely bizarre since you had to sell it to people in this world that time being a Mac could cost 10,000 German marks at the time. The price of a computer was about four to 5000. It was a bit amazing to make commercial decisions with Mac machines, not only using them for a creative world, even employing them as actual business assets. And I love that extremely. Then there was the huge ERP dying, which was shot after the first ecommerce new academy scene was shut down in 2000 and 2001. And even at that, at that time, I was working for a business trying to establish a ecommerce solution based on an Apple database. The company had to close down too, and then I was deeply searching to get my knowledge out and make something meaningful from all the information I had about Macs and with business items. And this is why I struggle to say that when I began my venture when I was in 2004, or 2005, when I first started. with a large amount of time to spare because I was just about to lose my job. The ERP moving word was about to go down in Germany. This is why I decided to put all the information I had on the web. This was my first website I created for myself it was it was a tool called rapidweaver which made me connect to the internet to the world from a different angle to me. This is why I made a website that contained all I could learn about business software on my Mac. Then out of that began the whole process because then I search for a brand new product to promote and discovered Daylite and got in touch with the Canadian folks. And I always declare it to be a amazing thing that I created from the internet, because if I even know I'm in that position today even though the time before the internet it was the internet that was a major game changer for me because prior to it, it was indefinable when you're doing business with an Canadian company that has a way of getting in touch and starting communication, but it ends in a real meeting and then working on a project.
Nathan Collier
It wasn't too many years ago, but it was not that long ago as you're currently doing with me. I'm in the US and you're in Germany as this it? It would be an international , long distance phone call at like $3 a minute or something similar to a payment made to a telecom company. It's interesting. You were able to post all your information online? It's 2014, right? on the surface, and were able to acquire consultation clients? Was it straight to the software?
Alf Ruppert
It was just, I had to have the right knowledge of the business workflow and ERP software and run on the Mac. Therefore, I wrote down everything and I was aware that in the event that I've my own history just safe for me, then I will be able to look at years later. But it turned out that people contacting me and say"Oh, you've got knowledge there, I did not know about it existed. You're the first one who can access all of this information in one location. Apart from that it is my goal to get a job that pays care getting paid for what I do. This knowledge is important, as well as when working with an Mac while when I was looking for an opportunity I came across the CRM application and have always been a sales person. So I need something I've fallen off and I can make it easy to sell. I'm not that guy, who's what every one is told by salespeople. you, I can sell software, or the next day cars or whatever but I need to love my work. It was something I came across and this was Daylite due to its attractive manner of selling very well. It was clear that there would be a advantages for clients. And so it slowly turned into product that I had recommended and to my consulting clients, and then the product was one that I suggested to them. Okay, and started growth.
Nathan Collier
So you started, you started consulting, before you were then recommended this particular product. You then began to build programs to make the product more effective. So you've really gone all the way with this particular software.
Alf Ruppert
The reason it began was because I know the very first piece of software we created for Daylite was to make connections to telephone systems, meaning it was possible to press a button and then dial out, or if you're calling in, you can determine which callers are in. The problem was that I had no experience in developing software. This is why I had an concept. Even though I didn't have money to do this. So I found an individual developer who made a deal with him, saying I'll sell the product and you will participate in the event that you believe me. And we did this with each other. The result was an enormous success.
Nathan Collier
I have a memory of when it occurred because I was working at an organization around you know, or 2010 about that point when the thing about making calls out of your laptop connected to a CRM was fairly new in the time of I mean even I mean, that was after it had already been in the market. However, if you think back to 2007 and 2008, yeah, that wasn't a common thing which people would do. Much like the way we conduct ourselves. Now we are used to it.
Alf Ruppert
Yes. Now the usual thing however, it's not currently on Mac there are a few hurdles today because, for Windows PCs, there's a there's TAPI API. So it means it's standard that your operating system comes with a phone connection, which the Mac doesn't have. It's funny that the very first iPhone had no such. This meant that you could not utilize your iPhone from your Mac.
Nathan Collier
It's true that people can are unable to remember what they like, and it's difficult to recall, it was the very first iPhone launched with native apps and no app store like the iPhone of 2008, and it was this way for several years. So the iPhone that we have is not the iPhone of 2008 ; the iPhone of 2008 was groundbreaking. So very interesting. So So you thought you find this product Daylite? Is there any risk that Daylite not a paid patron, you think so. You love the product? Like what was it about the product that caught your attention and led you to believe that this is fantastic, I want to work more with this.
The book has been unifying a number of aspects. It's not just that the tourist book, it is the only calendar that is integrated as well as a way to connect different things. The app even catches your email. It's a little annoying. If you look at the standard tools on the Mac even at a low-level, you compare it to Outlook and outlook. One application is that has your address calendar, books and your emails. It's even more linked although it's just one program on an Mac, it's at least three different applications. It's also Daylite does exactly that. Combine all of these. Then, at the management of projects and possibilities for creating estimates, and making sales and everything else. All this is linked up together and you only need one solution that Jaya is now using. It has evolved, I think, as a special specialist in that subject, it may have attracted me because it was an idea from the 90s. In the beginning of 2000s, you can have one system that covers everything, right? The globe has changed. There are millions of apps and small services. In fact, my notion of what I was thinking about has evolved in the way that I say in the present, that you require a central app such as the digital hub. Think of how Steve Jobs mentioned the iMac. You've also attached things around, but you need one central program. That's of how we manage it. The way we are going today is that we do. Daylite which is the basis which is why we've added our own enhancements. A lot of our new features are built on that we are connecting different systems. This means that we use an online booking service named Acuity which we have integrated into Daylite and is one of our plugins. It was a good idea. Since if you can create the ability to integrate two or more things this will appear to the user that it's only one app, however there are several applications, then you can easily change to make it better. Since our process is swift. Maybe in one year, there's a way better solution for offering appointments online, and then we just have to link this solution. If you're able to stay with the central application tailored.
Nathan Collier
I love it. So so this is so this nice transition into so when we last spoke for several months since you we talked just very short about your ways of thinking about your business. It seems like you're beginning to see a little of that. So like what are some of the core such philosophies are used to inform your company's decisions, because, again, 16 years, or however long however many years, it's been to be working on this idea. The majority of entrepreneurs who build things, after which they market it and they move on to the next thing. They never don't like that that's and there's a whole there's all well which is great. In the same way, you can do that as a career. However, you've decided to kind or build something and stay with it for an extended period. What is it that keeps your attention on that kind of thing? Also, what's the kind of principles you've employed in making business decisions throughout time.
So I always was drawn to. So there's one important thing which made me an entrepreneur, I totally do not like the policies that one has to do in bigger companies. So I wanted to have my own personal environment. And I love always working in a team. And I think if you're at peace, if you're feeling comfortable you're at work, there's no different between your work and your free time. In fact, I prefer going to work since there's no reason to think that I have to go there in the morning or anything similar to that. Also, it was important for me to make the environment in which everyone who worked with me felt exactly the same. It was therefore essential that I care for my employees. In addition, I believe I've mentioned in an informal conversation, maybe I'm a little bit at this perspective, as I'm a little bit more in touch with office workers or entrepreneurs 1950s. And in our days,
Nathan Collier
What exactly do you mean by because you've said it a couple times? What do you mean by this?
Yeah. That's why I like to share with the reader an example. in the process of establishing our office in the old Coca Cola building. The 50s were the time when they had very close to the office which I am in and they even had a swimming area for their employees. They even thought about creating something that that they can benefit from that will add benefit to their employees that makes them can feel comfortable. We can also take them to children to the area for swimming since there wasn't a swimming pool can no public pool available at the time. That's why I say that I'd like to know if someone, there was a man recently in our community, who was a trainee in our facility. The guy was originally from Kazakhstan but now he's grown up and has to be a trainee in order to comply with German regulations and to get a new certification. Then he ended in crashing his vehicle in the middle of nowhere, which isn't really the most cash. So we bought his a vehicle. Everyone who works at the moment should be aware of if he has problems that can be solved or if the problem could be money, it's sometimes on if we move from one flight to another as the entire team is there. That's what is the one we've got. This is probably the part I'm most proud of that I helped create the attitude here in the whole organization with the team that I was a part of it.
Nathan Collier
Had it so so there will be entrepreneurs out there that are thinking it sounds amazing. How did you do it? Like? What was your experience with? What are the most memorable choices you took? Like? What? It's like, this is a fantastic example of a car. Also, what other things did you do over the years that have sort been the catalyst for that kind of culture.
Alf Ruppert
We have to make calculations, and this is even more important in the present. And harder today that we need to pay for the talents of our employees. That's why, an issue for small companies such as ours, we are I believe that we're in the same boat as Amoeba. 1670 employees, it's, it's quite hard to compete with the company who pays the least, as larger companies have way more money and are trying to compete on the money aspect. That's a tough thing. What we've done in the very first time, I think we do the same thing now for about fifteen years ago, and each year, we take a trip to the mountains with the whole team, even for a full weekend, for instance. We also do a few similar things, like in the summer, or during summer time when we're trying to become somehow I want to refer to them as friends, or maybe something different however it's the type of work family right, and my American North American partners often use the term work family. We also have people who work long hours for us, I have a couple who are at most four in the country who have been mostly at the very beginning.
Nathan Collier
What would you say to the to the aspiring businessperson for a few minutes. For those think they are a fan of your way of thinking and contemplating things, make something happen and stick with it. create a workplace where employees are excited to work. What do you suggest to your colleagues? What advice do you have for somebody who'd like to build a company with this kind of environment?
Alf Ruppert
Yeah, there are a couple of things that could be first, quite easy one is to try and be just a nice guy doing what is honest. So not everyone is working for me that I can buy the second Porsche. So it's an adult drive one . It was a mere picture. At the beginning of your journey, you can feel comfortable with people who will make overtures and really push hard in order to build successful, but keep them in mind should you encounter the initial obstacles, allow them to be part of the process. Thus, we are able to offer the two guys since the first day I offered them shares. They gave them shares as the when the business starts to grow into a valuable. So they're even more into it because it's now one of their companies. their company. Also, you can share your successes, and in the event that you can say one sentence what else Yes you're trying to make something that isn't easy since we are unable to offer no formula for doing that, but trying to create a pleasant, comfortable environment for everybody and to stand out from other organizations. In today's society, while so many people are working removed, corporate culture can be lost. If you've got individuals who don't really care about which kind of flag is in their house, they're just seeking the exact same place that they're in, working for Company A or even working for Company B then they reduce everything down in the name of money. Try to avoid it try to do something that it's by an investment in the in the company's culture. the the next step is I would say and we have I don't read too many books because I know so many people constantly reading books and going to conferences and just thinking what is what they should accomplish. In my opinion, the one thing I've learned from book was was write down your your company values. So we really created with a team we say the things that define us, and we found a couple of rules where we define the values of our business, that we will be respectful, together and with respect, treating customers respectful and what is more, we could even ask similar from customers. Our time is as valuable. There were a few things that I didn't note down. I haven't written the details down, and then put them up on the whiteboard. We did it together. What is our identity as a business? What what is our, the place where we would like to be measured? Yeah,
Nathan Collier
I've found it to be quite beneficial. Yeah, the values, I noticed that typically an representation of your identity, which is different than objectives, but that is the place you'd like to like what you want to be. This is very intriguing that you sort of came together and simply described the person you are, and who you were already that was then incorporated into the style of living for yourself.
Alf Ruppert
And I use it every whenever I am in a job interview I lay it out in front of them, and ask them to read it, and consider whether it's a place you can fit into. If you are able to identify the place you're at with these fundamental value, there's a good likelihood that you'll make it into the organization.
Nathan Collier
Right? What are you going to sort of like to get fresh ideas or get new ideas? Are you looking at the internet, books, or conferences? Like, what? What how does that look?
Alf Ruppert
I think the most of my inspiration comes from conversations I get out of conversation with clients. I'm still, even as my work has changed. This is because at the first beginning, of course I took on everything. That's why I was the consultant , the support person as well, the salesperson. I mean, meanwhile I'm quite certain that many people who claim that I'm the one who is knowledgeable, at the very least about a particular topic at the workplace. It's just that I've got a great idea of what's happening in every department. But I try to keep the conversation going with my customers. So I still do consulting sessions even though they're not as frequent because my coworkers and I continue to work with sales personnel that remain in conversation with customers of any size. So so I get to understand their needs. As I think about that, I will think, this guy has a problem that we couldn't solve until the solution is found to help him in his business life. From that the thought process, we can come up with some ideas. And, and I don't want to chase around with all these fashions. I have a funny story. A business acquaintance. He was a huge supporter of SaaStr. SaaStr conference. He told me, you have to visit and look at the conference and one was in Europe and I thought, We'll visit there. We went to the conference with three people. Then I attended the conference. It was a shock because I thought I was running through a time tunnel to the early 2000s. The original tunnel was falsehood. When the first internet economy started. They would tell me to believe I'm on an unrelated side group. If that's the case, I can be there to tell them, because I already seen the things these youngsters were talking about. It's not like I'm sitting here and here again, disable ship ever had lost. All was focused on how could be made to appear bigger and sell it and receive the money for the next venture? Nobody had ever made even one single euro in revenue. However, everyone were saying"Oh, that's great!. He got another 20 million venture company. Does it count as a success receive venture capital? There are no successes when you create an item, sell it and you make money out of it?
Nathan Collier
Yeah. So we were just our chief of product at the recent, like Sastre Europe conference, is thereany reason to believe there's any danger of going to such a venue as well certain good things, and some negative, but it's easy to get caught up in that sort of whole business world, in which the people go, they discuss an awful lot about funding rounds, and other kinds of things. It sounds like you're more focused and you know that this is the case however I'd like to hear your thoughts on this. You're much more focused on developing a business which is profitable. And and you can see this as a 2006-like company that is the present, and it's still in operation. What do you think the danger is of getting too focussed on these kinds of venture capital thoughts.
Alf Ruppert
I made this error I've made the mistake because in 1998, I established my first business, however it was the internet-based stuff. This was the same as preceding the new economy of 2001 all of a sudden, everything went down. Yeah. So yeah. We built a software and then we took our final money to the C bid , which was an important event at that time so for those who were younger event, it was a huge event that was all about computers and technology and was one of one of the biggest and most important in the world and it took place. The event took place in Hanover and I'm sure he got our last payment for renting the mobile home as we don't have money to pay for having the proper hostel and they'll inform us that, If we do not find anyone who will pay us then we'll be dead when we find out that someone went to the person who gave us money. And then they force us to do you have to follow the following and this. It was a very young me in that time, and I followed their directions only to be blown away. I think at that time I was between five and 600,000 100 years I was performing on stages German mouths. I don't remember that a lengthy period. However, it was an amount of money to our family at the time. They also told us that if our account is not enough, you can call us to ask if for a second round. Yeah, interesting. However, I called them at the time of 2001 when they told me that the money all the money has gone. And, and then we were forced to shut down the business. And since that I promised that I wouldn't take any money from any Venture people that are telling me what I should do. I even told the Bank that we had didn't need to use the bank. Everything we reached from from here to meanwhile, close to 1.151 points 5 million euros in revenue, is because we have financed ourselves interesting. Therefore, I do not even possess an account.
Nathan Collier
It's true that you're bootstrapped to the fullest extent of the term, as from the very beginning. What is one thing you want people to be able to remember following this conversation?
Alf Ruppert
Don't -- especially in the case of entrepreneurs. Don't let you ... do not believe these lies they're telling you that they're selling artists books and conference for quick profits. It's more enjoyable to build something long lasting, which not means it's in any way ... if somebody came around and said I'll pay the buyer 30 million euro, I will reverse the thinking to sell it. This is a potential alternative option. Don't get caught if choose the way that I choose, which I think that it's the more attractive way than making a quick build that isn't selling before it makes its first penny or euro of profit. However, on the other hand, don't be too. If there's an chance at the end of the day, it's better to sell or to let let it go. It's all about an issue of balance.
Nathan Collier
And you can do all that while operating at the profit. Are you saying that?
Alf Ruppert
Yeah, yeah. There's no way to be successful. In the event that you are the world tells that you're successful when you sell something at 20 Millions, what would not have made a million in revenue which is why you need to make it a reality in your wallet. However, I would consider myself more successful if I create something that can be considered fine on its own and pay salaries for my team and earning a income for two families.
Nathan Collier
Yeah. Thanks, Alfred. Also, thanks Jeff. This has been a great experience. If people want to sort of get to know you, how do they achieve it?
Alf Ruppert
You can reach me through LinkedIn or just email me directly. All of my contact details on my website. I'm happy to share my experiences with entrepreneurs everywhere. Maybe leading in can take a little bit time because I've learned 90% of the time and have prepared for whatever you're going to write me there because 90% will try to get me to buy something from the very beginning of a maze that I'm not going to answer.
Nathan Collier
Perhaps you could say: Hey, I saw your Interview or heard your podcast or anything similar to the opening. So thanks, alpha. I really appreciate it.
Alf Ruppert
Yeah, you're welcome. Thank you very much.