3M Publishers Use Issuu, 100,000 Have Paid with CEO Joe Hyrkin

Joe Hyrkin

In Episode #392, Nathan interviews 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.

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Famous 5:

  • Favorite Book? – The Hard Thing about Hard Things
  • What CEO do you follow? — Mark Zuckerberg
  • Favorite online tool? — Slack
  • Do you get 8 hours of sleep?—Not now.
  • If you could let your 20 year old self know one thing, what would it be? — Put in effort to make an impact. Have a broader learning perspective. Care and effort matter over anything else.

Time Stamped Show Notes:

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

3 Key Points:

  1. Get into an industry that you are passionate about.
  2. Take an ancient product or service and update it for today’s world.
  3. Focus on doing what’s best for your customers.

Resources Mentioned:

  • Host Gator – 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  – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.