Slack Technologies, Inc.: From Game Over to Game Changer: The Story of Slack's Rise
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need for effective communication in teams, which became apparent during the development of a video game project that ultimately failed. The internal messaging system created for that project evolved into Slack, addressing a significant gap in team collaboration tools.Problem that their product solves
Slack solves the problem of fragmented communication within organizations. The end users are teams and organizations that require a centralized platform for messaging, file sharing, and collaboration. Solving this problem is crucial for improving productivity and ensuring that team members can communicate effectively, especially in remote work settings.Their unfair advantage
Slack's unfair advantage lies in its user-friendly interface and extensive integration capabilities with other tools, making it a preferred choice for teams looking to streamline their workflows.Strategies
Pre-Launch (Product Development & MVP)
Game Neverending to Flickr Pivot
Initially, Stewart Butterfield and his team developed a video game called Game Neverending, which was designed as a social platform for players to interact. However, due to the dot-com crash and lack of funding, they pivoted to create Flickr, a photo-sharing platform that also emphasized social interaction. This pivot was born out of necessity, as they needed to find a commercially viable product using the technology they had already developed. The decision to shift focus was made quickly, and the team rallied around the new idea, leading to the successful launch of Flickr.
Community Engagement through Personal Touch
Stewart Butterfield and his co-founder Caterina Fake focused on building a strong community for Flickr by personally engaging with users. Caterina greeted every single user individually, which helped foster a positive culture and community spirit. This personal touch created a sense of belonging among users, which was crucial for the platform's early success.
Community Engagement through Blogging
Stewart Butterfield leveraged his connections within the blogging community to promote Flickr. He was one of the early bloggers himself, which allowed him to tap into a tight-knit network of influential bloggers. By enabling photo hosting for Blogger users, he created a symbiotic relationship where bloggers were encouraged to use Flickr for their photo needs, effectively driving traffic and user engagement to the platform. This strategy not only increased visibility but also established Flickr as a go-to resource for photo sharing among bloggers.
Launch Stage
Community Engagement through User Feedback
During the early days of Flickr, Stewart and his team actively engaged with their user community to gather feedback and improve the platform. They implemented features based on user suggestions, such as tagging and group creation, which enhanced user interaction and satisfaction. This approach not only fostered a loyal user base but also helped the team understand the needs and preferences of their audience, ultimately contributing to Flickr's growth and success.
Leveraging Existing Networks for User Acquisition
To gain traction for Slack, Stewart and his team reached out to their existing networks and friends who worked at other tech companies. They visited offices of companies like Rdio and Cozy to demonstrate Slack and explain its value. This grassroots approach helped them gain initial users and build social proof, which was essential for convincing other companies to adopt the platform.
Learn more about Slack Technologies, Inc.
Stewart Butterfield, Cofounder and CEO of Slack
Slack's Stewart Butterfield: The Big Pivot
Slack Founder Stewart Butterfield Talks WFH with Guy Raz | How I Built This | NPR
