Adii Pienaar

I'm learning to code. Again.

I used to love programming in high school and it was that love that lead me to get involved online, teach myself web designing & some intermediate PHP and eventually develop the product that became WooThemes.

And then I stopped coding to focus on running a business. Which made loads of sense at the time of course. Heck, the business started to grow at an alarming rate, there were new challenges everywhere and the team we were hiring had more time to refine their coding skills. So mine became obsolete and I justified not coding by saying / believing that my time was more profitable spent elsewhere. Big mistake.

The Future

I haven't quite bought into the "coding is the new writing" mantra with some enthusiasts even suggesting that everyone should learn to code at school. But there is merit in that argument.

The Internet is at an all-time high at the moment. More people worldwide have access to it and are spending more time, doing various different things, on the internet every day. This won't slow down in the next couple of years.

But the internet isn't the be-all & end-all either… At the moment, every one and their mother is looking for a reputable web developer of a technical cofounder and the supply is short. So it's a good thing that people are learning to code, because we need those skills in the short-term. In the long-term, we'll eventually have an over-supply of web developers.

This should however not deter you from learning to code today.

Everything will have an user interface

We've already seen the way in which user interfaces are penetrating our daily lives. Smartphones & tablets are the best example of this at present. In the future, I can totally see my (supposedly) simple toaster having an interface of sorts. Everything will eventually have some kind of user interface.

And user interfaces need to be programmed.

Beyond writing (a blog post for another day), the skill to code is probably one of the most relevant & sustainable skills that you can teach yourself. You don't need to be the best coder either; you just need to hold your own with some code.

There are multiple, easy ways to learn code in your spare time, at your own pace & convenience. Choose a language, choose a learning vehicle and get coding.

"eCommerce" is one of those pre-2000 Dot Com bubble-related words, that lost most people a lot of money. And whilst the concept of buying things online have continued to grow + evolve in recent years, it seems that eCommerce itself has never been able to shake that pre-2000 bad vibes & stigma.

In the last 8 years, search traffic is down drastically and doesn't look like it has quite recovered. News mentions are however steadily on the rise, which seems to mirror the success that eCommerce platforms have been experiencing of late:

Square is revolutionizing the way retailers accepts payments and have managed to obliterate the gap between online & off. Shopify continues to lead the way with some impressive stats from 2011. In the last couple of months we've seen some even simpler platforms launch (Gumroad, InspirePay, Goodsie) - some of pockets full of VC backing - to make the process & experience of selling stuff online even easier. Going into the WordPress vertical, I can also say that within only 6 months, WooCommerce have become a significant part of our business & overall revenue.

If I had a few eggs left, I'd put it in this basket.

Not much apparently.

Consider some of these trends:

• We're generally in agreement that the value of an idea resides in the execution of the idea.
• Pivoting within startups is so in-vogue at the moment. How many startups are still working on the same (original) idea 6 / 12 / 24 months down the line?
• Y Combinator is considering taking on founders / founding teams regardless of whether they have an idea or not. Sure they say it's an experiment, but how much truth lies in their notion?

In principle I agree that execution is ultimately keen for any idea. A shitty idea with brilliant execution > a brilliant idea with shitty execution. Always. But that perception does devalue a good idea and ultimately the effort & brilliance required to make a shitty idea work, makes for a much riskier journey.

Given how easy it is to "have an idea" and get funding for that idea these days, I fear that too little emphasis is being placed on the value of the foresight that a true visionary offers when they have a really great idea.

Good ideas will also be a viable business. If you can generate good ideas, you'll always find yourself there or thereabouts.

I read Paul Graham's latest essay - "Frighteningly Ambitious Startup Ideas" - over the weekend and found myself wondering how many prospective startup founders were lapping up his every word. Heck, I found myself thinking nostalgically about solving some of the world's biggest problems and making billions from it.

But when the initial excitement waned a little, I realized that a case needs to be made for the "not-so-ambitious" startup ideas. Founding a billion dollar company sure is an exciting prospect for any entrepreneur worth the title, but the law of averages dictate that only a handful of us will be able to do that in every generation. That however doesn't rule out that you can build a company that is worth a million dollars.

I can tell you that WooThemes is neither an overly ambitious startup, didn't possess the sexiest startup idea when we started and we'll in all likelihood never get remotely close to a billion dollar valuation. As far as things go, we're a pretty run-of-the-mill type startup.

That has however not deterred us from building a great business that has paid our salaries (and then some) for more than 4 years now and we're still going from strength to strength. On top of that, our success has spawned a whole bunch of other opportunities across the board.

My advice: Don't be blinded by chasing the frighteningly ambitious startup ideas. It's definitely not a bad idea to pursue a lesser idea, smaller opportunity and less profitable / significant market.

I'm a firm believer that perfection doesn't exist and even less so for a new startup. When it comes to startups, I think the "Done is better than perfect" mantra fits perfectly. And if a startup holds that mantra close to heart, it should result in something that resembles Mark Zuckerberg / Facebook's "The Hacker Way".

WooHacking

I can remember when we were working on WooThemes V1 (back when the mothership was still easy enough to handle & we could DIY everything), we had to create a membership & payment processing backend. This wasn't something that we could create from scratch (we didn't posess the skills), so luckily we weren't tempted to do so.

This meant that we had to look for alternatives, which lead us to using aMember instead (aMember wasn't so sexy back in 2008). We ended up hacking this into the rest of our installation and over the years, we kept the hacking going, adding more & more less-than-ideal code to it.

We kept this going for about 3 years, until we ripped aMember out completely in August last year and replaced it a brand new user dashboard (which we developed from scratch). The problem was that the new user dashboard took us 16 months to complete and as things stand now (6-odd months later), the dashboard isn't 100% what we'd like for it to be. Yet.

This is however already enough validation for our initial decision not to pursue a custom-built backend when we launched: it would've resulted in us delaying Woo's V1 launch by 16 months.

Don't reinvent the wheel, go open-source, hack & stop looking for perfection.

I guess the above line sums up perfectly. Here's some advice on bootstrapping the technical side of your new startup:

• Stop searching for perfection and forget about being idealistic. It doesn't exist in startups. Getting to 99% is easy, but finding that last 1% somewhere is incredibly hard.
• We live in an age where there are so many great open-source or cheap, paid alternatives available for everything: jQuery library, stock graphics, Twitter Bootstrap etc etc. Don't try to reinvent the wheel, when one of these solves 90% of your problem. You're wasting time & money (neither which a new startup can afford).
• Hack stuff together. Your code doesn't need to be pretty and you can worry about scaling later on. It just needs to work for launch.

Looking back at the WooThemes journey, these are things that are still evident today. We're 4 years old, boast more than 150 000 users and have more than enough revenue to throw money at our imperfections. Yet somehow none of these imperfections have impeded our business significantly. And that's important.

Imperfections are just that and most things in a startup can be better. Imperfections are also mostly inefficiencies to an extent and that's probably where WooThemes have felt the pain of our imperfections most (it generally translates to an increased demand on support). But again: it hasn't prevented us from growing the business.

Would you rather have a perfect or profitable / growing business?