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Joe Hyrkin, CEO of Issuu. Joe enjoys working in the publishing industry because it is driven by passion. It is a collective space for people who are moved about something to experience that thing together. Listen as Joe talks about Issuu, which has brought the publishing industry into a modern, digital context.

Famous Five:

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• Favorite Book? \u2013 The Hard Thing about Hard Things
• What CEO do you follow? \u2014 Mark Zuckerberg
• Favorite online tool? \u2014 Slack

• Do you get 8 hours of sleep?\u2014Not now.
• If you could let your 20 year old self know one thing, what would it be? \u2014 Put in effort to make an impact. Have a broader learning perspective. Care and effort matter over anything else.

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Time Stamped Show Notes:

• 01:05 \u2013 Nathan introduces Joe
• 01:40 \u2013\xa0 Issuu is a modern media company
• 02:20 \u2013 Tools for publishers
• 02:45 \u2013 Access to premium tools brings in revenue
• 03:05 \u2013 Revenue from Issuu itself
• 03:40 \u2013 Started in Copenhagen
• 03:55 \u2013 A more current platform of digital media
• 04:15 \u2013 He was not part of the original founding team
• 04:50 \u2013 A focus on giving great content to people who are passionate about it
• 05:20 \u2013 It grew through word of mouth and digital marketing
• 05:30 \u2013 Over 3 million publishers have used Issuu
• 06:20 \u2013 Almost 100,000 publishers had paid for the service
• 06:40 \u2013 Primarily recurring revenue payment
• 07:30 \u2013 90% of revenue is recurring revenue
• 08:15 \u2013 The new subscription plan
• 08:45 \u2013 Most pay $35/month
• 09:30 \u2013 Publishers come and go
• 10:00 \u2013 Customer churn is 2%/month
• 10:30 \u2013 Focus is to help the customers
• 10:50 \u2013 The new plan helps with collaborative efforts
• 12:00 \u2013 Center of the business is in the west coast
• 12:40 \u2013 Raised $21 million
• 13:30 \u2013 His focus is to create products that have an impact
• 14:40 \u2013 Team of 60 people
• 15:20 \u2013 Acquisition costs
• • 15:30 \u2013 Not much is spent on marketing
  • 15:50 \u2013 They are found through search engines and word of mouth
  • 16:10 \u2013 \u201cWe\u2019re clearly the leader in the space.\u201d
  • 16:40 \u2013 About $40/customer
• 17:30 \u2013 Customers see the value
• 18:00 \u2013 Why publishing?
• • 18:20 \u2013 \u201cIt\u2019s about what moves people in their lives.\u201d
  • 18:50 \u2013 Example of Malala\u2019s birthday celebration
• 19:35 \u2013 Getting publishers into podcasting
• 20:00 -- @yankeejoe or jhy@issue.com
• 22:00 \u2013 The Famous Five

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3 Key Points:

• Get into an industry that you are passionate about.
• Take an ancient product or service and update it for today\u2019s world.
• Focus on doing what\u2019s best for your customers.

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Resources Mentioned:

• Host Gator \u2013 The site Nathan uses to buy his domain names and hosting for cheapest price possible.
• Freshbooks - The site Nathan uses to manage his invoices and accounts.
• Leadpages\xa0 \u2013 The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
• Audible \u2013 Nathan uses Audible when he's driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.
• Slack \u2013 The online tool Joe uses
• Show Notes provided by Mallard Creatives