How Melanie Perkins and Team Revolutionized Design with Canva: From Idea to Global Platform
Company profile
Company business details
Motivation to build the product
The founders, Melanie Perkins, Cliff Obrecht, and Cameron Adams, were motivated by the realization that traditional design software was overly complicated and inaccessible to most people. They wanted to create a platform that democratized design, making it easy for anyone to create beautiful graphics without needing extensive training or experience.Problem that their product solves
Canva solves the problem of complicated design software that is difficult for non-designers to use. The end users are individuals and businesses looking to create marketing materials, social media graphics, and other visual content without needing professional design skills. Solving this problem is important as it empowers users to express their creativity and effectively communicate their messages visually.Their unfair advantage
Canva's unfair advantage lies in its user-friendly interface and extensive library of templates and design elements, which make it easy for anyone to create professional-quality designs quickly and efficiently, setting it apart from traditional design software.Strategies
Idea Validation Stage
Blog Post for Community Engagement
Melanie Perkins, co-founder of Canva, engaged with the startup community by posting a question in an Aussie startup forum, asking if anyone would be interested in reading a blog post about the lessons learned during Canva's journey. This initiative not only showcased her willingness to share knowledge but also helped in building a community around her brand. The response was overwhelming, leading to the creation of multiple blog posts that shared insights and experiences, thus establishing Canva as a thought leader in the startup space.
Pre-Launch (Product Development & MVP)
Direct Mail Campaigns to Schools
To promote their first product, Fusion Books, Melanie and her partner Cliff executed direct mail campaigns targeting schools across Australia. They manually folded letters, stuffed envelopes, and affixed stamps with the help of their families. This grassroots marketing effort was crucial in reaching their target audience, as they aimed to solve the significant problem of time-consuming yearbook creation for teachers. This hands-on approach not only generated leads but also fostered community support.
Building Anticipation through Pre-Launch Sign-Ups
Before launching Canva, Melanie Perkins and her team created a buzz by announcing their upcoming product without revealing specific details. They leveraged their connections with notable investors like Lars Rasmussen and Bill Tai to gain media attention. This strategy led to a waiting list of 50,000 users eager to sign up for the service, driven by curiosity about the innovative solution they were developing. This approach not only built anticipation but also established a community of interested users ready to engage with the product upon launch.
Launch Stage
User Testing for Product Refinement
Before launching Canva, the team conducted extensive user testing using usertesting.com to understand how potential users interacted with their product. They discovered that users were hesitant to click around and often left feeling frustrated. This feedback prompted them to refine the onboarding experience, ensuring that users felt confident and engaged. By focusing on the emotional journey of users, they aimed to create a product that was not only functional but also enjoyable to use.
Leveraging Influencer and Investor Networks for Credibility
During the launch of Canva, Melanie utilized her connections with influential investors and tech leaders to gain credibility. By having well-known figures like Lars Rasmussen and Bill Tai associated with Canva, they were able to attract media coverage and interest from potential users. This strategy helped to position Canva as a serious contender in the design space, despite being a new player, and contributed to a successful launch.
Learn more about Canva
21 Questions from Aussie Startups: Highs, lows & lessons learned during Canva’s journey so far [Part 1]