Belfast

Startup CEO – a perfect job for the jack-of-all-trades who’s also able to focus

This interview of me by my friend Barry Adams (@badams) appeared in the December 2016 issue of the NI Digital Expert interview on the Polemic blog.  I realise it’s a bit weird to feature it on my own blog but I know a lot of my readers are thinking about a change of career or thinking about starting a business & I thought it might be a useful long read; especially for anyone who is perhaps having doubts and needs reassurance from another person about how they’ve done these things without the world subsequently ending.

Barry Adams

Barry Adams in his usual mega cheerful & positive mode

If you don’t know Barry already then I recommend you check him out.  He’s a Dutchman living in Northern Ireland who is well known for his digital expertise and strong opinions that he isn’t afraid to voice.  Barry’s been building and ranking websites since 1998 and he’s the most awesome SEO expert I know. As the founder of Polemic Digital he delivers world-class digital strategy services to clients worldwide and you can find out more about Polemic’s services here.

Here’s Barry’s interview with me – if you have any other questions you’d like to ask me about my career journey or about my own experiences founding & growing a tech startup then just post them up in the comments section & I’ll answer them if I can:

Tell us about yourself and your journey into digital: how did you discover tech and become so involved in it?

Like many people I didn’t have a traditional route into digital. I suppose my first “tech” job was working as part of the then very small British Telecom Mobile Communications team within BT back in 1987 where I was the proud owner of one of the first car phones (the battery filled the entire boot of the car and pretty much every phone conversation I had started with “You’ll never guess where I’m ringing you from…”). That team eventually went on to become Cellnet and then O2 of course.

After that I spent the next 12 years in London, clambering my way up the greasy corporate career pole & by the year 2000 I was a reasonably successful Finance Director. By the age of 39 I had itchy feet so when the headhunter called, I was more than ready to leave the safe, comfortable job that I could do in my sleep to move to Belfast to join a high tech startup which was a spin-out from Queens University Belfast. That company was Amphion Semiconductor and we created semiconductor IP – the code that makes chips in just about everything work. At the time Amphion’s engineering team was immersed in the JPEG & MPEG technology around enabling text & photo messaging on mobile phones for a Japanese client. We used to chuckle daily in our Belfast office at the idea that anyone would ever use their phones to send photos to their friends. 3 weeks after joining I found myself catapulted into the heart of Silicon Valley and all the madness of the Valley in the early 2000s. The learning curve (both about what we did & what my part in that was) was nearly vertical but luckily I learned quickly and I was bitten by the technology bug.

I guess my point here is that you don’t have to be a coder to work in the tech industry. Understanding the value and business benefits of tech and being able to explain that to others is a very useful skill to have.

Bryan Keating was Amphion’s chairman and I was very lucky to spend the best part of 3 years learning a lot from him. He’s one of Northern Ireland’s most inspirational and wise business leaders and of course he’s Learning Pool’s chairman today.

You’ve got a degree in Business Economics, which doesn’t have much to do with technology. If you could go back, would you choose to study the same at university, pick a different topic, or skip university altogether?

I like the quote from Alexander Graham Bell that goes “When one door closes another opens; but we often look so long and so regretfully upon the closed door that we do not see the one which has opened for us.” 

Because I’m an open door looker the past isn’t somewhere I visit too often so this question has really made me think. I’ve sometimes joked that if I had my time over again, I’d be a tax accountant and by this point would be a long time retired.

I believe that nothing you ever learn is wasted. I temped for 2 years in my mid 20s and did some terrible jobs (complaints desk for a large US oil company, processing industrial injury claims for a trade union) but it’s remarkable how many times I use something I learned back then today. University at best formalised my natural curiosity tendencies and it set me on the path for lifelong learning.

When I was 17 I turned down a place at the London School of Economics choosing instead to study at a regional university in NW England. I was the first person in my family to attend university and the day I went to the LSE for my interview was the first time I’d ever been to London. At 17 I couldn’t figure out how to move to and get established in London and there was no-one who could help me so I chose the easier option. If I’m honest, I partied more at university than I attended lectures and that is something that I did used to regret when I was starting out in the world of work at the age of 21 with a 3rdclass degree. These days I can see that all those parties I went to was the start of collecting people and building my network and in truth, my network is what’s been useful to me over the years. I’ve only ever applied for a job formally once in my life. As everybody knows, everything in life and business is about people.

In the course of what I do today I encounter a large number of young people who skipped university choosing instead to go straight into a startup. They’ve missed university and the solid foundation that goes along with working for a few years in a more traditional organisation. They’re now onto failing startup No 3 and at the age of 22 or 23 find themselves more or less unemployable and their lack of a wider education is very evident when they get up to speak. I’m generalising of course but for most people university gets you off to a good start if you use your time there wisely. I didn’t but university opened my eyes to a lot of possibilities.

With the benefit of hindsight I guess the right thing to have done would be to have been braver and take the place at the LSE but it’s too tricky to call. I’ve always loved those time travel sci-fi stories where someone goes back in time and changes one tiny event and this leads to far flung never imagined consequences. I’m pretty happy with my life and my career so far so I suppose I wouldn’t change a thing.

My advice to young people starting out today though is pay attention to the changes in work that are coming fast down the pipe and choose something that’s going to be useful in the new world of work. If you do decide to go to university and can afford it, choose a course that encourages problem solving and fosters a questioning outlook. It’s about more than just getting a degree. Keep your options open. A lot of today’s steady and well paid jobs will be gone sooner than we think. I saw a recent statistic that said 65% of children starting primary school now will leave school to do jobs that don’t even exist today. I’m not sure if I believe that (it could be 90%!) but there’s no doubt that the world is changing fast.

You’re most well-known in Northern Ireland as the co-founder of Learning Pool and a startup investor and mentor. What are some of the most valuable lessons you learned from your Learning Pool experience?

This is something that I’ve thought about a lot and written about from time to time on my blog. It’s hard to distill it down into something that’s easy to read so I’m going to focus on what I believe are my own key learnings.

My first point isn’t really a lesson. It’s more of a statement of fact and it’s about the importance and value of prior experience. Learning Pool was the 5th startup I’d been part of. The first 2 startups I worked in were founded by other people and both were successful in their own way. Both were acquired by much bigger fish, one after I’d left and one when I was working there as CFO. The next two were businesses that I started. The first was a business turnaround service and the second was a boutique management consultancy business, Agility Consulting, with Paul McElvaney who went on to be my Learning Pool co-founder. I made plenty of money in both of those companies but they were lifestyle businesses and not in any way scaleable. Paul & I used to talk a lot in 2005 & 2006 about generating revenue in a business while you sleep and Learning Pool was our solution.  Having plenty and varied prior experience makes it so much easier because a startup CEO needs to know quite a lot on a wide number of topics in order to scale a business fast. It’s a perfect occupation for a jack-of-all-trades who’s also able to focus! My advice is that it’s a lot cheaper to acquire that knowledge and experience on someone else’s time and money so if you want to start a business, go and work in a few startups first. A number of our early days Learning Pool employees eventually left us to start up on their own & I was always happy to see people do that. It’s how the ecosystem works. As long as you’ve had decent value from them in the time they’ve been with you wish them luck & let them go in a positive way and with good grace.

I was 47 with a solid background in finance, four startups behind me and a wide network when we started Learning Pool. You’ll find that successful startups with young or inexperienced entrepreneurs as founders usually have someone like me lurking very close by in the background.

We bought Learning Pool as a failing business. It started life as an expensive project carried out badly by one of my government clients when I was running my business turnaround service. A lot of people obsess about having an idea but really that isn’t important at all. It’s never about the idea. It’s always about having a clear plan and you and your team’s ability to execute against it. It’s also about being able to recognise an opportunity when it presents itself – the best opportunities don’t usually carry a big sign saying “Back Me!”.

My next point is the biggest lesson I learned. I completely underestimated the incredible

Trish & me

My sister Trish & me at Buckingham Palace

toll that starting and growing a successful business takes upon the founder or founding team and their close family, especially in those first 3 years you are trading. For the founder there’s a mental, physical and probably spiritual toll to pay that’s very real and shouldn’t be underestimated.

It’s all encompassing. Once you’ve thrown the dice & got started there’s no easy or good way to turn back. That pressure lasts until you are stable and profitable and the company has moved through all those early pivots and found its purpose. It will take much longer than you think it will. I’m lucky to have a very supportive other half and I have to mention my sister here too. She did a lot of heavy lifting for me in the early days when I was working 7 days a week. My mum used to say that in the first 2 years of Learning Pool she saw less of me than she’d done when I lived in London – and Learning Pool was 10 miles away from her home in Donegal.

I had a conversation with one of my mentees about this very thing the other day. She asked me if it was normal to be thinking about her startup when she takes her teenager to his sports matches on a Saturday. I just laughed and said – Oh yeah – that’s completely normal. That facade of going through the social motions on the outside whilst on the inside you’re planning your next marketing campaign or going through your sales pipeline.

I know in my heart I was a nicer person on 1 August 2006 when we started Learning Pool than I was 7 years later when I decided to exit. In the 3 years that have passed since then I’ve worked hard to repair a lot of that damage and I’m a happier person today as a result.

My last key set of lessons is around building your team. Building a team and creating the right sort of culture for your organisation is the hardest bit about starting any business and it’s one of the most important jobs of the startup CEO; it should never be abdicated to someone else. I’ve interviewed thousands of people and I can still get appointments wrong because recruitment is a dark art. Be clear at the outset what sort of company culture you are going to create and as founders really live that yourselves and show a good example.

In the early days it’s easiest to go fast with people you already know and have worked with before. As your company grows and that intense startup pressure lessens, seek to diversify your team as that will take you further.

When recruiting, satisfy yourself in the first 5 minutes that the candidate really wants to work in your organisation for the right reasons and has a clear view of where and how they can add value. Reject all show-offs, clowns and mavericks, no matter how interesting or compelling they seem. Believe me – all they will bring to you is a huge time sink and disharmony in your team. Occasionally take a flyer on a wildcard. My best recruits over the years have always been those people that I’ve been a little uncertain about but have taken a chance with.

Having said all of that there’s no getting away from the fact that it’s incredibly difficult to recruit decent tech talent into a small business or startup and this was something we really struggled with in the early days.

As well as all the negatives I’ve mentioned there are lots and lots of positive takeaways too. Building a startup allows you to understand the limits of what is possible for you and it was a pleasant surprise for me to discover I am far more resilient and was able to achieve more than I thought I was capable of beforehand. For some people pushing yourself to the absolute limit is a challenge but I enjoyed it in some weird sort of way. Providing 80 other people with a challenging and satisfying career is very personally rewarding and at the end of the day, being master of your own destiny is very liberating after years of working for other people.

I could talk on this topic all day but I’ll finish by saying surround yourself with people who are better than you; learn from them and listen to their advice. Have a co-founder. If you’re serious about scaling there’s far too much for one person to do. Keep your ego in check, be nice and pay it forward whenever you can – karma is an amazing thing and people will do a lot for someone that they genuinely like.

Do you feel Northern Ireland has the right environment for technology startups? What can we do better here to encourage technology entrepreneurship?

If you want to start a tech business in a place where free money is easily and readily available and where an established friendly and helpful tech community already exists then Northern Ireland offers a great environment. There’s a lot of help available to get you started; maybe too much and that leads to a large number of unsuitable people having a go – although perhaps that’s okay too in the overall scheme of things. A quick fix would be to restructure the grants available away from startups and more towards scale-ups. The best startups of course don’t wait for grants…instead they get to revenue at lightning speed.

I think plenty of encouragement exists and I salute the work done by Young Enterprise NI, Catalyst Inc (especially through Generation Innovation and Springboard) and Invest NI (especially through supporting initiatives like Propel & Start Planet NI run by the amazing Diane Roberts).

Northern Ireland is still very Belfast-centric however and let’s face it, Belfast is still a long way (geographically and metaphorically) from the Bay Area, London or even Dublin. It’s hard to start a tech startup in a quiet backwater. I know that because Learning Pool was started in Derry; far away from our early customer base and impossible to recruit any job-ready talent. So it’s possible to do, but it’s much harder. You weigh up the pros & cons and you make your choice.

Northern Ireland is a long way behind our nearest neighbour in terms of the effort put into nurturing startups but the Republic of Ireland faces the same challenges of being Dublin or Cork-centric (try starting a tech business in rural Donegal and see what help you’ll get!) and they’re finding it tricky to scale the majority of their High Potential Start Ups beyond the magic 1m euro turnover figure.

I suppose nowhere is ideal outside of the top 3 tech startup ecosystems (IMHO Silicon Valley, London & Tel Aviv dependent on what you’re doing) for all the reasons we all know but Northern Ireland is as good a place as any to get started – just as long as the founder appreciates that the day will come a couple of years down the line when he or she is more than likely going to have to relocate to get the next growth phase moving.

It’s so important that we focus on the generations following us and from an education perspective Northern Ireland could be so much better than it is. Our schools and colleges continue to churn out young people better suited to a world that’s gone or fast disappearing and our Administration seems to be woefully incapable of turning this situation around quickly enough.

As an investor and mentor you see a lot of new startup ideas. Is there any new startup here in NI that really excites you at the moment?

I was lucky to be matched in 2016 as a mentor for new startup Elemental Software through Propel. Started by co-founders Leeann Monk-Ozgul & Jennifer Neff (both from Derry), Elemental provides an innovative digital signposting tool to make it easy for GPs and other healthcare professionals to implement social prescribing. I liked the founding team and product so much that I angel invested & joined the Elemental team as a NED in January 2017.

Tell us a bit about your hobbies outside of work; what do you enjoy in your life outside of the office?

Ha! I’m a great believer in the theory that if you love what you do you’ll never work another day in your life. My work hasn’t felt like work for the past 20 years. I’m a trustee of several charities and one of those is the Millennium Forum theatre in Derry. That’s been a great source of enjoyment to me over the years. I swim a mile most days. Swimming is like meditation and it’s impossible to make phone calls from the pool. I read a lot and I’m interested in art. I’d like to write a book. I’m toying with the idea of another startup.

It’s maybe a bit corny to say this but I’ve been happy recently to spend a bit of time travelling and hanging out with my husband, making up for lost time.

I still go to a lot of parties! These days I go home a bit earlier…

Lastly, give us one website or app that you feel is vastly underrated and deserves a wider audience

Rather than a website or an app I’d like to recommend to any UK readers with an interest in charity or not for profits an incredibly useful community that I’m involved with. It’s the Centre for Acceleration of Social Technology (CAST). CAST is running the UK’s first charity accelerator (called FUSE) & also the CAST Fellowship for charity CEOs & leaders. An invaluable set of resources exists within CAST for any charities, social enterprises or not for profits who want to get more comfortable with digital and understand better what it can do for them.

If you’ve enjoyed reading this blog & are based in or around Limerick, I’m going to be joining Pat Carroll of Startup Grind Limerick for a fireside chat on the evening of 25 May 2017.  More details here & hope to see you there!

 

Secrets of a Professional Tweeter

Last week I was pleased to join the Northern Ireland Chamber of Commerce to speak at their Creative Connections event in the Grand Opera House in Belfast.

The real treat of the evening however was listening to David Levin.

David Levin - professional tweeter and freelance writer

David Levin – professional tweeter and freelance writer

David is one of the UK’s handful of professional full time tweeters.  That’s what he does for a living – all day every day.  He’s worked for BBC One’s The Voice, Channel 4, Radio 1 and brands such as Adidas and MoneySupermarket.  He started off by running the Twitter account for the Dolphin pub in Hackney (@The_Dolphin_Pub) during the London riots and his fame and demand for his unique service has grown from that success.  His objective is basically to give personality to a brand (he writes the tweets for loads of brands as well as a handful of celebrities) and to attract followers & achieve high numbers of retweets.

Can you believe there is such a job?  I had no idea.  It works in two ways – either David sends his client a load of pre-written tweets & they just select some & post them up themselves or he does the tweeting for clients within an agreed set of parameters & in a certain brand approved tone of voice.  Fascinating eh?  I bet there are a few people reading this blog that would fancy that as a career.

His talk encouraged lots and lots of questions from the audience and we discussed everything from how annoying it is when you notice your competitors have been buying (usually overseas based) followers to how you should respond to criticism of your organisation posted up on Twitter & how it’s best not to go into complete meltdown as some brands have done to their detriment (such as Twix and many others).  A story has just broken earlier this week about Nottinghamshire Healthcare Trust and their manipulation of user content on their website (it’s alleged they have been removing critical user comments and augmenting positive comments with comments from their own staff) so it will be interesting to see how they handle that.  He also told us a very funny & slightly risque (for the crowd present anyway!) about how when he was doing some tweeting for the Apprentice, he mistakenly thought that the wattle named by a contestant as the least favourite part of his body was a colloquial reference to his genitals & David helpfully tweeted as such.  Hahaha.

L-R David McConnell (Arts Council NI), Louise Turley (NI Chamber), David Levin, Mary McKenna

L-R David McConnell (Arts Council NI), Louise Turley (NI Chamber), David Levin, Mary McKenna

We all laughed when someone in the audience explained how she had been “knocking her pan in” to get new Twitter followers – poor David (not being from Northern Ireland) had no idea what she was talking about.

My own talk was about How to Build a Kick Ass Business Network and my slides, if you’re interested in taking a look, have been uploaded to

Slideshare.  You can access them here http://www.slideshare.net/MMaryMcKenna/how-to-build-a-kick-ass-business-network

Mary McKenna speaking at NI Chamber Creative Connections event

Mary McKenna speaking at NI Chamber Creative Connections event

My messages to the group at the event were all about how in today’s world, if you’re not visible and active online and easy to find & connect with then there are whole worlds of conversations that are happening out there that you aren’t part of.  I’d like to cross link this blog with an excellent recent blog on this topic from Emer Coleman.  Again – you can read Emer’s blog here http://www.emercoleman.com/2/post/2014/03/why-senior-leaders-in-ireland-need-to-improve-their-online-presence.html

In case you’re wondering what David’s secrets to success are in notching up those high numbers of retweets, his top tips are to use quizzes in your tweets and also to make frequent references to star signs.

Interested in your views about this and also any hints and tips you might like to share with the rest of us.  As always, please do continue the conversation in the comments below.

Purple Haze…

Jimi_hendrix

Living in Northern Ireland, from time to time I come across someone that was at the legendary Jimi Hendrix gig in Belfast – and they always have a story to tell.  That night, 27 November 1967, was Jimi’s 25th birthday and the word on the street goes that a pretty girl from Bangor was selected by Jimi’s people to be his “companion” after the show.

Like most people, I don’t know a great deal about Jimi Hendrix beyond what everyone knows – Purple Haze & Voodoo Chile (popular tracks on the White Swan jukebox in Doncaster when I was at school), the fact that he died young and in London, that he was left-handed and that he played a famous gig at Woodstock.

A couple of years back when I was passing through Seattle, I visited the Music Hall of Fame – housed within a remarkable building created by the fabulous Frank Gehry.  If truth be known, my real motive in going there was to inspect the vast collection of sci-fi memorabilia collected by “rich as Croesus” Microsoft co-founder, Paul Allen.  Impressive it was too – even including Captain Kirk’s Star Trek chair.  But despite my science fiction interest, by far the most enjoyable hour I spent there was wandering through a collection of Jimi Hendrix articles – especially the postcards he sent to his father when he was in the army, his flamboyant 1960s clothes & psychedelic stage outfits displayed in glass cabinets, his famous guitars and most moving of all, the lyrics of some of his most famous songs scribbled on the reverse of restaurant menus or on hotel stationery.

Writing this today has got me thinking about the legacy that each of us leaves behind – what will yours be?