Going global from a small countryKrister Haav, Product Lead, Toggl

Humble beginnings

Started out in 2000

Consultancy company

Local enterprises

Local market, local economy

Small market swings

Birth of Toggl

Born from own need

Beta early 2006

Encouraging initial traction

Revenue coming in from mid-2006

Pet project unfortunately

Ramping up

2008 recession changed landscape

Dedicated team from 2009

Growing revenues 200-300%

Closing down concultancy in 2011

Firing clients is hard!

Life as a global product company

There is no home market

Conversely, there are no foreign markets

Have a good product

Have even better marketing

Don’t over-engineer

Changing company

From engineering company to marketing company

Growing team

More specialization

More international

No more hippies :(

Toggl as of now

2015 turnover 3.2M EUR

Profitability 40%

50% of users in North America

Team of 40 people

Almost half remote

Short how-to

Lot of competition = lots of market

Create a good product you’d use yourself

Hire a good team - globally

Treat support as sales team

Use creative guerilla marketing, don’t just spend on ads

www.toggl.com