How to Retain Employees More than 10 Years using Alf Ruppert
The majority of CEOs haven't been in the same company for over 15 years. But Alf Ruppert isn't the typical tech founder. "I'm slightly more like business owners from the 50s," he says, a time in which he felt that the importance of creating a positive working environment was highly considered.
This perspective is why that at the very least, four employees have been employed by the business since its inception.
In 2006, founded iOSXpert which is today the most significant partner of the mac-based CRM and project management program Daylite. In the 17 years Alf was able to grow the company without any external funding and has maintained an impressive employee retention rate.
The former Director of Content and Community spoke to Alf about managing a happy team, growing his company without external funding as well as the story of how he developed within the Mac community, and operating an IT consulting business and software.
Stream the full interview below or find it on any podcast you want to listen to.
Full-Interview: Audio-Only
Full Interview: Video
Transcript
Nathan Collier
Hello y'all. I appreciate you joining me today. Hi. Hi. Introduce yourself, introduce iOSXpert to let people have a more about your work.
Alf Ruppert
My name is Alf Ruppert, I was named like the guy that everybody knows for the TV shows of the 90s or what the late 1980s were like. I am grateful to God I had a name earlier. This name wasn't a trendy at that moment. Yes, we, at iOSXpert, what are we doing? We are more or less a business consulting firm that specializes in software consultancy which is similar to the many outside, but we are specialized in Apple users, and we are able to assist Apple users. It was this thing that we created: iOS experts and meanwhile, we are more getting increasingly more of a software company. We are currently working on an improvement to an CRM system that we are selling. The tool is a Canadian-made CRM. It's well-known by Apple users, it's named Daylite and, for the Daylite System we're creating plugins and enhancements as well as additional services, and selling them all over the world. In addition, we have 120 nations.
Nathan Collier
You are making calls from the whereabouts of the world?
Alf Ruppert
Therefore, we're based in Bendorf We are unaware of the small city near Koblenz. Koblenz is the place that it is where the Rhine and Moselle River are meeting. And Koblenz is located between Frankfurt between Frankfurt and Cologne.
Nathan Collier
Okay, so you're in Germany? Yes, yes. Okay, cool. You have been working on this company for a long period of time. This is a look like 2006. Do you think that's the right date?
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. That's right, however main reason for me to ask to know is because it's unusual for me to run across someone who's been working on one project for that time. So I'm just I'm fascinated since 2006 was it was way before iOS was even a thing. Similar to the iPhone is 2008. So take me back, for instance, how did this project start? In other words, how did start this project.
Alf Ruppert
It is why I love using the Mac. My very first job, actual job, was with an organization back in the 90sat the at the end of 1990s. They were developing ERP software that was targeted at Mac users. It was completely bizarre as you needed to sell it to people in this world that time as Mac was a cost of 10,000 German marks that time. And while a PC was around four or 5000. This was quite amazing to make business on Mac computers, and not just employing them in a creative world, even employing them as actual business assets. It's something I like very much. And then there was an enormous ERP dying, which was recorded after the first online academy for e-commerce was crashing for 2000 and 2001. Even at the time, at that time, I was working for a business trying to establish a ecommerce system based on the Apple database. We had to shut down as well, and I began to find out what I knew to create something useful using all the knowledge I had. It was Macs along with other business related items. This is the reason I am unable to pinpoint the exact date that when I began my venture, I think in 2004 or 2005, when I first started. I had a lot of free time because I just had to leave my job it is big ERP running word was breaking into decline in Germany. So I put everything I knew on the web. This was the first site I built for myself. It is a software called rapidweaver which made me open up the internet from the other side to my own benefit. This is why I made a website that contained everything I had learned about business software on my Mac. And out of this there came it's everything started as I searched for a new product to sell and found Daylite and got in touch with the Canadian guys and I often think it's a amazing thing that I created from the internet, because it's not like I'm that old and even though before the internet, it was before the internet which was truly a big game changer for me as prior to it, it was indefinable when you're doing business with an Canadian firm that is getting in touch wisdom and establishing communication. that ends up in the real meeting and then working together.
Nathan Collier
It wasn't too many years ago, but it was not that long ago as is happening right now to me. I'm currently in the US, you're sitting in Germany as this and this could have been an international like long distance call for like $3 a minute or something paid to some telecom company. It's interesting. So you had you post all your information online? The year 2014 is classified and you were able to acquire consulting clients? Perhaps it was straight to software?
Alf Ruppert
It was just, I needed to possess the right knowledge of things like business workflows and ERP software and run on an Mac. Thus, I recorded everything, I knew in the event that I have my own personal information that is secure for me, then I will be able to look at years later. However, it was discovered that people contacting me and say, Oh, you have knowledge there, I did not know about this. The first person who has all this knowledge in one location. And aside from that I try my best to get a job that pays to pay for the work I do. For this knowledge, and to work on the Mac as well, while I was in my search for an opportunity I came across the CRM software and I had always been a product expert. Therefore, I'm looking for something that's lost and can sell it easily. I'm not that guy, whom is told by salespeople. that I'm able to sell software, or the car that's next in the market, or anything else however, I must to be enthralled by my work. And I found something that I loved, and it was Daylite due to its attractive manner of selling very well. It was clear that there would be a benefit for customers. It slowly came out that it was the very first product that I had recommended as well to my customers who consult me, and then the product was one that I would recommend to my clients. Then, it started to grow.
Nathan Collier
Then you began with consulting after which you were referred to this particular product. You then started building, building software that could make the product better. This means you've been through the full spectrum with this specific product.
Alf Ruppert
The reason it began was because I'm aware that the initial piece of software we created for Daylite was to connection to telephone systems, meaning that you can push a button and then call out or if somebody's calling you, you could see which customers calling in. But the issue was, I don't know anything about the development of software. Therefore, I came up with this idea. It was even a bit difficult to find funds to implement this. So I found that a developer had made an agreement with him and say I will sell it and I will let you participate in the event that you believe me. And we did this in tandem. It was a huge success.
Nathan Collier
I remember when that was happening because I was I was working at a company right around, you know, or 2010 about that point when the whole like making calls out of your laptop connected to a CRM system was pretty new during it all. Even the time the product had been available for sale. But I mean, if you look back at 2006 2007 or 2008 in that manner it wasn't a common thing that was done. Similar to the way we conduct ourselves. Now we take it for granted now.
Alf Ruppert
Yes. It's the norm, but still not on still on the Mac, you have issues today due to the fact that for Windows PCs, it has a TAPI API. So it means it's standard that your operating system comes with phone connectivity, which the Mac does not have. Incredibly, the initial iPhone didn't have a too. Therefore, you couldn't use 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's even the original iPhone launched with native apps and no app store like the iPhone of 2008, and it was this way for a long time. So the iPhone as we know it now was not even the iPhone of 2008 ; the iPhone of 2008 was revolutionary. It's very fascinating. Did you think you would find this product Daylite? What at risk of Daylite not being a sponsored partner, or so. You love the product? What was it about the product that got your attention? And caused you to think, this is fantastic, I'd like to do more with this.
Unified a couple of things. It's not just that it's not only a tourist guidebook, but the only calendar that is integrated and you can linking things together. The app even catches your email. This was a bit annoying. And if you see the standard tools on the Mac, even if you're on a very low level the system is compared to Outlook and Outlook. One application is where you have your address books, your calendar and your email addresses. Even it's worse linked, although it's just one program on a Mac It's actually at most three apps. In fact, Daylite is exactly what it says. Combine all of these. Also, in the management of projects and opportunities for making estimates and doing sales stuff and all it is connected and all you need is one solution which Jaya changes according to me. As a special specialist in that field would say. This was my maybe intrigued me due to the idea of the 90s. And beginning 2000s, that you have one solution which covers all the bases, isn't it? Meanwhile, the globe has changed. And there are thousands of applications and tiny services. In fact, my notion of what I was thinking about has evolved in the manner that in the present, there is a need for a central program, maybe like the digital hub: how Steve Jobs mentioned the iMac. And then you have linked things to each other and you'll need a central program. That's that we will handle this. Today, we stay like we have Daylite as the primary reason of our improvements. And a lot of the new features are built on which is why we have connected various platforms. It means we have a online booking system called Acuity which we added to Daylite, which is an example of a plugin. It was a good idea. Since if you can create the ability to integrate a couple of things, this will appear to users that there's one application, but there are many applications it is possible to change to get better stuff. Our work is swift. Perhaps in a year there's a better way that allows appointments to be made online and then we just have to join this system. It's also possible to remain in the application that is centrally tailored.
Nathan Collier
I love that. It's this wonderful transition to so when we last spoke for a couple of months, you we talked just very brief about just the way you think about business. And I think you're starting to understand a bit of that. What are the most important like philosophies that you that can use to help guide your business in making decision-making, as again, 16 years, or however long however many years, it's been to work on this particular project. There are a lot of entrepreneurs who build things, and then they sell it and they proceed to another thing. And they never they don't like that that's and there's an overall good thing, and that's great. Like that's a whole it's possible to pursue this as a career. However, you've decided to kind of build one thing and then stick to it for this long period of time. What is it that keeps your attention to this kind of issue? And what are the sort of principles you've applied to guide your business decisions through time.
Therefore, I was always attracted to. That's why there's one thing that made me an entrepreneur, I totally 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 difference between work and free time. Just just, I like working because it's not like I'm required to be there tomorrow or something like that. Also, it was important for me to create the environment in which everyone who worked with me felt exactly the same. It was therefore essential for me to take care for my employees. Also, as I've said in an informal conversation, maybe I'm a slightly different from this perspective, as I'm perhaps a bit closer to office owners or to to to business owners back fiftys. Today,
Nathan Collier
What exactly do you mean by because you have you said that several times? What exactly do you mean by it?
Yeah. So I love to give the reader an example. located in the old Coca Cola building. In the 1950s, there was a pool right next to the place where I sit there was a pool facility for employees. So they even they contemplated creating something would benefit the employees that will add worth to them and make them are happy. And we can take the kids to swimming because there was no swimming pool , and there was no public swimming pool at that moment. This is the reason that I'd like to know if someone, there was a man recently in our community, who was an apprentice here. He was from Kazakhstan He's now old enough to enroll as a trainee again because of the German law and to need a new certificate. And then, he wound with his car crashing in the middle of nowhere, which isn't really enough money. Therefore, we gave him a vehicle. Everybody who's in this office should know that when he faces problems we can solve somehow or if the problem was money sometimes was hands in the air when we go between flights with the whole staff is there. And that's the atmosphere that is the one we've got. It's probably what I'm proudest of. I helped create the is present in our entire organization with the team that I joined the team.
Nathan Collier
It's a fact that there will be entrepreneurs out there who are thinking, Okay it sounds amazing. How did you do it? Like? What was your experience with? What were some of the choices you took? Like? What? It's like, this is a fantastic illustration of a car. What else did you do over the years ? That's kind been the catalyst for that kind of culture.
Alf Ruppert
Therefore, we must calculate, and this is even more so today. This is especially true today, when we have to compensate for our talents. It's especially difficult for smaller companies like that of ours. We believe we're with the amoeba. We have 1670 people. It's difficult to compete with the business that pays the highest, since there are bigger companies that have way more money and are trying to be competitive on the financial side. This is a difficult task. And but what we did in the very first time I'm guessing we've been doing the same thing now for about 15 years, each year, we take a trip to the mountains with the whole team, a whole weekend, for instance. We also do a few activities like this, during the summer and during the time that we were just trying to be something I would like to refer to them as friends, or maybe something a bit different that's not the sort of family that works, the kind that my American North American partners often call it work family. We also have people working long time for us We have who are at most four who are here mostly at the very beginning.
Nathan Collier
How would you let's talk about the future entrepreneurs for a moment. For those you think about it, think in a way that fits your approach to considering things, then create, build something, stay with it, build a place where people love to work, what what tips would you give them? What What suggestions do you have for somebody who'd want to create a business with this kind of environment?
Alf Ruppert
Yes, there are a couple of things that could be most important. First, a very simple one: try to be just a nice guy and fair. It's not always the case to my advantage that I could buy my 2nd Porsche. This is why the first the other was just a photo. The moment was starting point, when you can feel comfortable with people who would be willing to make gestures and work hard to make to become an effective company. But do not forget them if you take the first hurdles, then let them participate. So we have, we are able to offer the two guys since the first day, I gave them shares. They gave them shares as the beginning of the business's growth and become valuable. So they're even more into it because it's now part of them is even the company they run. So, you can share your successes, and If you're looking to write one sentence what else Yes you're trying to make it is a challenge because he can we can offer no formula for doing this, however you must try create a relaxing at-home environment that is comfortable for all employees. to feel that you're different from other companies. So in today's world where so many are working removed, business culture tends to get lost. And if you're surrounded by employees who do not care which kind of flag is in their house, they're just seeking the same space that they're in, working for Company A, or perhaps being employed by Company B, then they reduce everything down in the name of money. Try to stay clear of it and take action based on money that is created company culture, it's maybe that the next thing to do. that we aren't reading too many books , because I've seen numerous people who are constantly reading books and going to meetings and thinking about what is what they should be doing. It's my belief that I have what was the most important thing that I learned from this book was to record the values of your business. We really came up with a team we say what should define us and we found a couple of guidelines that say these are our the values of our business, that we must be respectful, in a team and treat others with respect. We will treating customers respectful and what we can even want to receive from our customers. We want to our time be valued. There were a few things that I didn't note down. I didn't wrote them down and Put them on the on the on the whiteboard. We did it together. What is our identity as a firm? What's our scene where we want to get measured? Yeah,
Nathan Collier
It was quite beneficial. Yeah, the values, I noticed that typically an representation of your identity and not necessarily a reflection of your the goals you have, and that is what you'd like what you want to be. It's interesting to note to know that you kind of got together and just described your identity, as well as who you were already that was then incorporated into the your culture.
Alf Ruppert
It's a tool I've used every when I go to job interviews I place it on the table, they look it up, and take a look at yourself and decide if it's a place you can fit into. If you can identify where you are with this core values, it's a fair possibility that you'll be a part of the organization.
Nathan Collier
Right? What are you going to kind of get innovative ideas or fresh inspiration? Is it publications, conferences, or books? Like, what? What how does that look?
Alf Ruppert
The majority of my inspiration comes from the time I get out of conversation with customers. Even as my job was changed. In the first beginning, of course I took on all the things. It was then that consultant person, and the support guy, and, and, and the salesperson. I mean, meanwhile I'm the one who has a lot of I often claim that I'm the one who knows, at least on a certain topic at the workplace. I have an concept from each department. However, I make sure to stay in direct conversation with customers. Therefore, I continue to conduct consulting sessions even though it's not that much since my coworkers and I still do sales personnel that am still having conversations with clients of all sizes. This means that I am able to know their requirements. Then I reflect on that and consider the guy is facing an issue that we can't overcome until we know solution is found to help him in and more productive in his work. And out of that the thought process, we can come up with some concepts. And, and I don't love to run around the latest trending topics. There's a funny tale. A business acquaintance. He was a big friend and attendee at and attended the SaaStr conference. He told me that you should visit and look at the conference and one was in Europe and I decided, Okay, we will go there. And we went there with three people. And I went to do the conference. And I was shocked because I was seeking I'm running into a time-traveller back to the early 2000s. It was originally the same as the bullshit. As the internet's first economy started. They were telling them I say I'm on the wrong side of the audience. If this is the case, I'd sit there and explain to people that I've already witnessed the young men were talking about. But I'm not there and back again. the disabled ship was never to be lost. Everything was about how can be made to appear more substantial and how to sell it off and get the next venture money? Nobody had ever made any revenue of one centimeter. However, everyone was everyone who said"Oh, how great!. He got another 20 million venture firm. Is it a success to get venture money? It's not a success if you design some thing and then sell it earn profits from it?
Nathan Collier
Yeah. So we were just our head of product was just in the last, similar to Sastre Europe conference, is thereany reason to believe it's risky to go to an event like this You know, some good, some terrible, and you are entangled within that venture world where, where there are people who talk an awful lot about funding rounds and those sorts of things. It sounds like you're more and sure that's the case however I'd like for you to talk about it. You're much more focused on building a company that's, and profitable. It's clear that this as a 2006-like company that is today, which is still going. What do you think that is the threat of being too focused on those types of venture capital type ideas.
Alf Ruppert
I did this mistake I made this wrong in 1998 because I founded my first bigger business, however it was an e-commerce company and it was exactly the same situation as it was preceding the new economy of 2001 everything crashed. Yeah. Also, yeah. Then we developed an application and went with our last money to the C bid , which was an important event at occurred at that time. So for the young people who watched this it was an important exhibition that focused on computers and technology and was one of one of the biggest and most important worldwide and took place. The event took place in Hanover and I remember He was the one who took our final money to rent the mobile house because there was no money to pay for the hostel in which they'll tell 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 offered us cash. And then they force us to do you have to perform this , that and the other. In fact, I was only a little when I was that age. I followed their directions only to get blown away. I think at that time that it was somewhere between 5 and 600,000 years when I appeared on stage German mouths. I don't remember that a long time. It was certainly an amount of money for us at that time. They also told us that if our account is empty, call us and for a second round. Yeah, interesting. Unfortunately, I called them in 2001, and they said oh, the money all the money is gone. And, and then we needed to shutter the company. Since I said, I will not take any cash from Venture those who tell me what I should do. I told Bank that we had never needed to use the bank. From here to meanwhile, close to 1.151 point 5 million euros revenue is that we financed ourself interesting. In fact, I'm not even able to have a
Nathan Collier
It's true that you're bootstrapped in the true sense of the word, like from the very beginning. What's the one thing you'd like people to be able to remember following the conversation?
Alf Ruppert
Avoid it, especially in the case of entrepreneurs. Do not let ... do not believe these lies they're telling you that they're selling an artist books and conferences for quick profits. It's more enjoyable to build something long lasting, which isn't to say that I'm in any way ... If someone would come around would say that I'll give the buyer 30 million euro, I would change my mind and make it available for sale. So that's maybe the other side Don't be if you choose the way that I prefer, as I believe is most appealing than making a quick build that isn't selling before it makes its first penny or euro in revenue. On contrary, you shouldn't overdo it. There's always a business chance at the end of the day, and you're in a position to either sell it or to let it go take it off the table. It's all about a balance.
Nathan Collier
You can accomplish all this while earning the profit. Is that what you're saying?
Alf Ruppert
Yeah, yeah. It's not a success. If you of course, our world will tell you you are successful if you sold something for 20 million, it would never made 1 million revenue, and you have to allow it to be in your pocket. However, I would consider myself more successful if I create something that works as is and pay salary for my employees and earning a living for a couple of families.
Nathan Collier
Yeah. Also, thanks to Alfred. Or Thanks, Jeff. The experience has been wonderful. If you want people to kind of befriend your personality, how could they accomplish that?
Alf Ruppert
You can reach me through LinkedIn or just email me directly. You can find my all details regarding my contacts on the on the website. I'm delighted to impart my knowledge with any entrepreneur. It's true that leading into can take a longer because I've learnt 90% of the time and have prepared for the questions you're putting me there because 90% will try to sell me something at the very beginning of a maze that I do not respond.
Nathan Collier
So maybe maybe say, Hey, I saw your interview, or heard about your podcast, or some such thing. Thank you, Alpha. Really appreciate it.
Alf Ruppert
Yeah, you're welcome. We appreciate it.