Presentation given at the Silicon Valley Code Camp on October 9th, 2011

1. Will Work For Equity - the World of
Startups
Carl Ludewig
Ludewig Multimedia, Inc.
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2. Addicted to Startups
• Carl Ludewig
– Software engineer and entrepreneur
– UC Berkeley Computer Science grad
– Co-founded Ad Infuse in 2005, sold to Velti in 2009
– Early involvement in startups since 1998
– 4 patents issued related to software and media
– Love solving tough problems and building teams
– Enjoy fast pace and short time to market
– Currently bootstrapping new venture
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3. Once More Unto the Breach
Company Mission
• Ludewig Multimedia, Inc. • Make application
• Going since Feb 2010 development easier
• 2 employees, 1 contractor • Empower designers and
• 50% revenue growth YoY business users
Product Attitude
• GUI-driven app creation for • Bootstrap it!
non-programmers • Talent matters
• Software consulting and • Keep moving forward…
hosting (pay the bills)
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4. Can’t Sit Still
Start a company if you have:
– Vision: a desire to create something new
– Risk tolerance: anything can happen
– Drive: must be self-disciplined
Don’t do it for the wrong reasons:
– Hate the day job
– $$$ (yeah, it’s a goal, but can’t be sole motivator)
– Want more free time (nope, you’ll have less!)
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5. Money, It’s a Gas
The Investor
The Founder
There’s a
shortage of
GREAT capital!
IDEA!
There’s a
shortage of
good ideas!
• How you perceive the market depends on where you stand
• Money does not necessarily solve your problems
• Equity has value
• Know what your goals are – and what you’re willing to give away
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6. Living in the Cloud
• Cloud computing makes capital much less
important for software companies
• Open source is a gift
• Lean startups are the norm
– Customer development
– Agile methodologies
– Release early and often
• As execution becomes easier, the winners will
be determined by good design and ease of use
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7. Technology Doesn’t Matter*
• A hard lesson for a techie
• Your success will be determined by the number
of customers you serve, not the beauty of your
architecture
Q. What’s the best tech stack?
A. The customer doesn’t care.
• Perception is reality in all phases: recruiting,
raising capital, getting customers
• Invest in design
* But I care about it anyway
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8. Thank You
"People think focus means saying yes to the thing you've got to focus
on. But that's not what it means at all. It means saying no to the
hundred other good ideas.”
- Steve Jobs
P.S. We’re hiring: jobs@ludewigmultimedia.com
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