CANVA: MELANIE PERKINS PODCAST REPORT
Pitching and emailing
CANVA: MELANIE PERKINS PODCAST REPORT
The Factors of Success
As Melanie was going through her email, she discovered that she had received a lot of rejections without from over prospective investors that she had pitched. This situation happened after she had sent over 100 people in San Francisco about her idea despite not having a tech expert. Melanie had a persevering and persistent trait of a successful entrepreneur in which she went for what she wanted without wavering.
A college student Melanie Perkins translated her interest for designing better yearbooks into a design platform which she branded Canva. The current value of the Canva design is over one billion dollars. The project turned out to be five times bigger than what Melanie expected. Entrepreneurial ideas driven with passion are more likely to succeed than those who are not motivated by an internal urge to achieve.
Turning an idea into an opportunity
Melanie at nineteen years old had a big idea in which she wanted to redesign the entire desktop publishing industry. She did not focus on how huge the idea seemed but worked on it into a successful venture. She realized her idea when she started a web-based business that would help people to design their yearbooks.
Melanie was not astonished on how big her idea seemed and instead focused on the small part of the concept that she believed could work. Concentration on the functional aspect of the plan was better than rejecting the whole idea because of its magnitude. Attention and determination towards a particular goal create a way to succeed even when an entrepreneur faces a challenging circumstance.
During the initiation and post-implementation period of the idea, Melanie sketched her business idea through an eight-page document where she outlined the framework of establishing turning the idea into reality. Planning is an essential aspect of any process, and it is the first step when entrepreneurs want to succeed in their business like Melanie.
Melanie's business developed rapidly even in the early years after its inception. In the first year Canva had 16 schools as their client base, and in the next year the number more than tripled to fifty, and in the next year, the number of schools doubled from the second year to become one hundred. Their first year revenues were also impressive which provides a substantial boost to their second year marketing of the brand. Growth is a significant motivation for a business especially startups. Although entrepreneurs take considerable risks and require perseverance, companies that develop encourage entrepreneurs into putting more effort into the venture.
Melanie met a great investor who was attending a conference in Silicon Valley, San Francisco where she introduced the investor to her idea. The investor sent Melanie a proposition through email that if she could find a tech team, the investor could gladly invest in Canva. Melanie realized great achievers in the industry are regular and nicely interactive people. Melanie met the vice chairperson of a Kitesurfing company at a coffee shop who promised to invite her to a Kitesurfing conference where she could talk to some potential investors about her enterprise. She spoke to some of the investors who demonstrated an interest in investing in Melanie's business. She pitched the prospective investors for three months through email and got different responses some positively promising while others were discouraging. Networking is a very critical way of reaching out to financiers and customers who can promote a business to another level through providing funds, help in observing things through a different perspective, and giving an opinion of the direction the company is going.
Melanie prides in the best pitch technology that made one of the top tech professionals of Google leave the market-leading tech company and join Canva which was only a startup enterprise. Innovation is a vital method of winning new markets and increasing the market share of a business. Business that are innovative easily adapt to changing technological environments in the industry.
How Melanie Perkins and her team Used the Resources at Hand to Pursue their Idea
Melanie utilized an online tool that was at her disposal to design and publish school yearbooks. Melanie grew up in Western Australia and when she was pursuing her communication program in mid university during the mid-2000s she started using graphic design and publishing software tools such as Adobe InDesign and Microsoft Office Publisher. But Melanie found the programs to be cumbersome to learn because of the many user manuals and numerous applicability practices that were necessary.
Contributions from friends and family
Melanie got a grant of fifty thousand dollars from her family and friends which she used to finance her idea in the form of a marketing budget. In 2008, Melanie went to a software company which built their design software for about six months after which it was configured and started running.
Printing press aid
In the process of earning money out printing the software designed yearbooks, Melanie used the fifteen presses that she found in her mother’s living room. A printing press gave Melanie’s team a printer which they used for printing their yearbooks during a time which the printing press had written an article about Melanie’s idea.
She applied the email by sending many messages through a send and response mechanism to potential clients in which she embedded yearbook design templates for the prospective clients to view and respond regarding their views. Melanie used the questions and responses from the email feedbacks that she had pitched to correct her pitching techniques to reach out potential investors with a better strategy.
An Instance of Melanie Perkins Overcoming an Obstacle and the Reason it was Impressive
A yearbook is usually used once in a year which means there was technically no market niche for Melanie to venture in, but she generated the idea of giving out the design software for free to create soft copy yearbooks and instead earn money out of printing the catalogs physically (Raz, 2019). This idea impressed me because of the way Melanie saw an opportunity in the middle of an obstacle. It is a difficult thing for people to see opportunities amid obstacles because most people concentrate on the impediments while they overlook chances.
Choice page. Retrieved from https://www.npr.org/2019/01/24/688299882/canva-melanie-perkins