Peter Reinhardt is co-founder and CEO of Segment, the customer data infrastructure company. It was not at all the growth trajectory that we wanted to be on. After noticing how it was being used, Taylor recommended they take it commercial and make that Segment's product. Segment. Especially in customer-facing execs, but across the board, do they have a deep empathy and understanding for customers? Today, Reinhardt announced he was leaving . Segment founder Peter Reinhardt has left his post as CEO of Twilio Segment to launch a new startup: Charm Industrial. That third idea where we said, We dont know if this is a big grand vision, but it seems like its solving a problem for people. I didnt find that to be the case in our Series B fundraise. Finally, Im sure this was a big breakthrough for you guys from understanding the value of being able to listen to your target audience. When the oven is preheated, score the bread with a sharp knife. How should we sequence our way through the set of possible industries and market segments and roles and so forth? But that changes with the new Xeon W series. The fourth is maybe a little more unusual, which is, create clarity. Thursday, April 1st, 2021 - 12:35 am. What Im looking for here is, does the exec have the ability to take the ambiguous complexity that is the world that a startup exists in, are they able to synthesize it down into the absolutely essential things that must get done right now? Segment remains Twilio's largest acquisition to date. I grew up in Seattle . Then I went off to MIT and started studying aerospace engineering there. So many lessons learned, so many things that you guys have done, so many experiences now, if you had the chance to go back in time, Peter, and have a conversation with your younger self and give that younger self one piece of advice before launching a business, what would that be, and why, knowing what you know now? For you, personally, what does that reflection process look like? "It's like, 'Wow, a founder is a normal person too. : Wow. How are you able to filter through that to be able to focus and prioritize what matters on the roadmap in front of you? Do they have a history of delivering results, whatever those were in their function? He hadn't had any kind of formal job experience, but every time we give him something he would just blow past it and just destroy our expectations. Peter Reinhardt: Thanks so much for having me. : We had just raised this money about two weeks before we deployed it, so we had to call back all the investors and say, This thing you just invested in, were really sorry, but its a terrible idea. After a year of working on that, we had burned down to maybe 100k left in the bank, and we didnt have that much cash left. Step 2. It ended up coming more from learning how the sales process works. Go figure out something else and work on that.. In their prior roles, have they shown that they want to understand the customer and that they will go over and beyond for the customer and the broader communities around their companies previously? Jobs. And if you got any value either from this episode or from the show itself, share it with a friend. Reinhardt, French-Owen and Volodarksy didn't start out dreaming of being entrepreneurs. Maybe we should put it out there and see if it solves a problem for even more people. Yeah, it turns out it solves a big problem for people. I think I was a little bit slow to make this transition from the search from product/market fit to go-to-market strategy. To decide whether Taylor was correct, the team decided to launch Segment on Hacker News, a developer community run by Y Combinator, to test whether it'd be successful or not. : Yeah. We realized that we had one more shot at product/market fit for something. And it wasn't the last time the team considered feedback. Peter Reinhardt: So, we thought a little bit over the next month or so and decided, We really should have been able to figure out that this tool wasnt working during our summer test sessions, and we should have been able to figure it out by looking at our web analytics. YOU HAVE 20,000 FOLLOWERS: $100 per post at a $5/CPM. They called it Segment and applied to Y Combinator. Tell us about what happened, and how did you guys overcome that challenge? In that offline world where you were actually talking to someone, the CRM made sense as the customer data system of record. A live webcast of the conference call, as well as a replay of the call, will be available at https://investors.twilio.com. I'm walking around, checking out the dorms, and I walked into one of the doors and Peter and Calvin just happened to be there. In our conversation, we cover Segment's fascinating journey from an education feedback tool to the business it is today, Peter's sales philosophy on meeting the customer where they are and not where you think they should be, and why revenue . Finally, we get to this moment we realize our analytics tool has failed. : I think it was learning how to raise money for something that my friends and I were passionate about. So it was a really fast growth year. Peter Reinhardt, CEO of Segment.com, made the following comment on his blog when discussing how the firm's noisy open office was lowering the productivity of its engineers: "We can't immediately ditch our open floor plan (although we're looking at various options for our next office. They meet with entrepreneurs to invest. In high school, the first entrepreneurial thing that I got myself into was starting a high school underground newspaper called The Watchdog. Segment is the single platform that collects, translates, and routes your user data to hundreds of analytics & marketing tools with the flip of a switch. Bradford: When you're interviewing candidates, do you take into consideration their college education? Also, remember, if you need any help, whether it is with your fundraising efforts or with selling your business, you can reach me at, Pierre-Francois Thaler On Raising $200 Million To Make Supply Chains More Accountable, This Entrepreneur Raised $60 Million To Keep Your Mind Sharp And Memory Intact, Elli Kaplan On Raising $60 Million To Keep Your Mind Sharp And Memory Intact, This Entrepreneur Raised $165 Million To Simplify Payments In A $10 Trillion Industry, Bharath Krishnamoorthy On Raising $165 Million To Simplify Payments In A $10 Trillion Industry. We Googled analytics tools, and we found Google Analytics, Mixpanel, and Kissmetrics, but we couldnt figure out which of those analytics tools was actually good or was the right fit for us. I wrote all this code. Its a test of managing your own psyche as much as an athletic competition. Can you load data not just from my website, but from my mobile apps, and so on? We had started reading a lot of Paul Grahams essays on, in and around, Y Combinator and Hacker News, which started getting me excited about that. Other Posts. : Very cool. Master breadmaker Peter Reinhart is also a teacher, author and theologian. Especially in venture, they get very few chips to place, and they want to make those chips well-placed. . We believe in you guys. I think MIT is a really good place to learn theoretical computer science, but I find that many of the hardest skills to be a successful software engineer you learn in the industry right afterwards: learning how to be on a team, set a team's mission and vision, and keep people motivated. Made with great respect for entrepreneurs in Missoula, Montana. Peter Reinhardt: About six months after we launched the open source library, we had a good bit of free traction some customers using the product for free. Right? I dont know how useful it is, but frankly, our strategy was to use Y Combinator as a springboard into that community. Especially in venture, they get very few chips to place, and they want to make those chips well-placed. Edit this . Welcome to the Segment's second annual Customer Data Platform Report, an in-depth look into how organizations are using CDPs - exploring the data they're collecting, and the apps they're using to manage that data. This will be a fair test of whether this thing has product/market fit or not. Reinhardt: We had a full three years there, so I think all I had left was like my senior capstone project. Then, how did you develop this love for aerospace? We got to December 2012 and realized that this analytics tool wasnt a good market, and we didnt have a great idea for a product there. We were clearly failing to find product/market fit. That was a disaster for us. : Very nice. So, the concept of a CRM being the customer data system of record doesnt make sense anymore. In your case, how much capital have you guys raised for Segment? Peter Reinhardt is CEO and co-founder of Segment. Get Make It newsletters delivered to your inbox, Learn more about the world of CNBC Make It, 2023 CNBC LLC. It ended up not being useful at all. So very quickly we realized that, basically, it's not a good idea to disrupt classes where people are actually paying attention and taking notes on paper by asking them to take out their computer. Are there any characteristics they have in common? : You were talking about company growth. He studied Aerospace Engineering at MIT and fell into the world of customer data and analysis when he started the company with three college friends. Alejandro: You were talking about company growth. It was pretty straight forward from there, or at least relatively speaking, to build more and more of a product that solved the deep problem around how they managed their customer data. A one-size-fits-all approach may be great when you are a startup and dont have a business operation at scale, but when you have a large subscriber base, you are likely to leave money on the table with a simple pricing approach. By Geoffrey Keating. So, we had a huge fight, all four of us founders.". Theyre already sold on you. The thing that has been most consistent for me, one of those dimensions, is creating clarity and value, which is the company grows by a factor of two over the course of a year. Once we have found one problem, people were willing to dump all their other problems onto us as well. What does that look like? My co-founder is like, You know what? "I'm excited to bring my passion for tackling climate . All Rights Reserved. People have said that around Series B is when it stops being about the vision, and it starts being about just the numbers. There are people who, when they see a problem, tend to shy away from it and be like, Oh, I dont want to deal with the problem. It may be totally subconscious. Segment has an annual churn rate of 12.00%. Then, we started beta testing it at the end of the summer. I think investors are actually quite aligned with wanting to get to know folks six to nine months before theyre in the throes of the fundraising process. Finally, Im sure this was a big breakthrough for you guys from understanding the value of being able to listen to your target audience. They started saying, This is great. Studium Politikwissenschaft, Germanistik und Katholische Theologie in Tbingen und Mnchen. Segment's co-founder and CEO; He studied Aerospace Engineering at MIT and fell into the world of customer data and analysis when he and three of his college friends started Segment in 2011 as part of Y Combinator. They dont have time to talk to customers. Then, I think when you get those right execs, then they can build out whole teams. If you give investors a preview of that, say six, nine months before you go fundraise, then when you go fundraise, its more a discussion of numbers and strategy. Or, the future of analytics looks like this. There was always this inside-out kind of view of how the world should work. "Turns out it's a very, very crowded market.". So, the concept of a CRM being the customer data system of record doesnt make sense anymore. Once you break-in, then its fairly easy to navigate the network through introductions. I think there might be a big business in this open source library. The world has some set of problems, and if youre not solving those problems, and it really doesnt care how you think it should work. That was fun. : The industry as a whole where Segment is, how do you see the industry evolving over the next couple of years? You don't get that by trying to be intuitive," he said. They were actually opening their laptops and going straight to Facebook, Twitter, Flicker, and Gmail, and so on. The best trick that Ive found for executive recruiting, which has made a huge difference for me, is batching my own recruiting process. 2016, for us, was rescued by pricing and packaging. Like, Classrooms should be digitized. $700,000. That pays back in spades as people then operate on the same operating system of what everyone values inside the company. Facebook gives people the power. : We reflect on our company goals every quarter. I guess that worked initially was, it was okay to build a lot of stuff and kill a lot of stuff as long as you actually kill a lot of stuff. It sounds like fun. If it is then, at least, in the B2B world selling software to other businesses, I think you can do a lot of good product/market fit testing with relatively few conversations. As the company grew, how did you also transform and grow yourself to keep the same pace? Lee Evans CEO and Co-founder of SurveyMe, Chris Miller Founder of The Mission Center L3C. : In that regard, you mentioned the word failing. Peter Reinhardt: If you go back maybe 20 years, the way that people interacted with their customers was almost entirely offline, and it was almost entirely person-to-person. We always find ourselves having to put way more effort into that than we think is necessary, and it always pays back in spades to reinforce our core company values again and again in as many different places as we can in the interview process, in the welcome package for onboarding, in the performance review at all hands every two weeks, etc. "That was a big moment for us," Reinhardt says. We found 32 entries for Peter Reinhardt in the United States. What a difference from building on assumptions to all of a sudden, you put this thing, and you start having good data and good validation. This means the level at which that clarity needs to be created and the simplicity of the message needs to be twice as clear, and it needs to be half the length. Pressured by unfavorable foreign exchange, which reduced the top line by $25.5 million, and a 7.9% drop in comparable sales, net sales in the final quarter of 2022 fell 12.4% to $499.4 million. I think for our last shot, I think there might be a big idea behind analytics.js, this open source library. Analysts that would go straight to the data. In fact, the three founders were spending $30K every year on the process of product development. When youre meeting with execs and recruiting these people, especially people that are a good fit with your culture, is there a specific thing that is an absolute must for you on every candidate? Peter Reinhardt: I think it was learning how to raise money for something that my friends and I were passionate about. It's fascinating how every startup has their own really individual, really unique journey. Now, youve been at it for quite a while with the business, and everything started back in 2011. Bradford: Tell me about that first company idea that you took to Y Combinator. As of 2023, Peter Frampton's net worth is roughly $20 million. 3 min read. We made a pricing and packaging change where we rolled the two separate packages into a single package, and then changed our self-service pricing relative to our sales list price for larger contracts. In fact, "Y Combinator let us find out recently that they actually didn't think much of the idea, but thought we were a good team," Reinhardt says. I think the tough learning or humbling learning there was like the world doesnt care what you think. Click Manage settings for more information and to manage your choices. Thats what Id tell myself. In 2017 Forsberg was named one of the '100 Greatest NHL Players' in history. Tell us about what happened, and how did you guys overcome that challenge? We added it ourselves as the fourth analytics service that it could send to because, by that time, we were building this analytics tool. Peter Reinhardt: Thats right. We were clearly failing on this sort of customer sales side of things, and we were just spending all of our time building, building, building. Then theres a separate mentality you can take, which is, as soon as you see a problem, you go 10x-deep directly as hard as you possibly can at the problem until the problem doesnt exist anymore. Filmography. Reinhardt became CEO; French-Owen, CTO; Volodarsky, president; and they brought on another friend, Ian Storm Taylor, a student at the Rhode Island School of Design, to be lead designer. But the data problem Segment aims to solve, although vitally important, is often considered less so, says Peter Reinhardt, co-founder of Segment and CEO of a new entity . Id love to use this to send data to Google Analytics and Mixpanel. We said, Well, wed love it if you would just turn on our tool and send data to us too. Theyre like, Nay. Its hard work to pick the few things that really matter. The first half of the year, we went from 10 to 12.5, which scared us. Korrespondent Peter Reinhardt, Jahrgang 1956, schreibt seit fast 40 Jahren fr den Mannheimer Morgen. As an entrepreneur and founder, I found a surprising amount in common with him. We have the 100k left in the bank. Once again, another product. Without further ado, Id like to welcome our guest today. Like, sure, sales is one channel of the 20 I just mentioned, but its just one of 20. You have this multiplication of all these channels that youre talking with customers on, and its all digital and many times automated as opposed to a person. {Utilities} & \text{810}\\ \text{Other} & \text{980 . Add 4 ounces of seed culture mixture (discard the rest, or use to make a second starter) and mix until fully incorporated. Eventually, we open sourced it, and we started using it as a growth hack. : So originally born and raised in Seattle. We reflect on the annual plan once a year. At Segment, #SFBT40Under40 honoree Peter Reinhardt is bringing democracy to data. Youd talk to a sales rep, and they would help you, and they would have memory in their own head or in their CRM of what your preferences were for clothing or what you last bought, etc. I know that next year, the challenge is going to be twice as hard again. )" . What Now for a Fed That Has Fallen Behind theCurve Again? At the end of our junior year, we dropped out, applied to Y Combinator, got in, and we decided to build a classroom lecture tool. How do you go about embracing culture, and what are some of the key lessons there that you could share with the people listening? We had 100k left in the bank. Moreover, I also provided a commentary on a pitch deck from an Uber competitor that has raised over $400 million (see it here). By digitizing financial services, focusing on underserved segments of the population, building trust and relationships with customers and leveraging blockchain technology, fintech companies can help to make financial services more accessible and affordable for those who need them most. How do you go about first, identifying the problem, then finding a solution, and then executing on it as a whole when it comes to strategy and execution for Segment? I think I was a little bit slow to make this transition from the search from product/market fit to go-to-market strategy. Lets say, youd walk into a Nordstroms, and youd talk to someone. One of them, in particular, was when you experienced the growth rate that slowed a little bit, and that happened in 2015. Peter Reinhardt on Twitter: @reinpk You had all these lessons from not listening to customers to then being hyper-focused on that data and listening to your customers to be able to execute. I loved the book. That was a disaster for us. by Y Combinator 5/18/2017. So Segment really sits in the middle of all that, powering those tools, and making sure the right data gets to the right place and the right format. CEO Peter Reinhardt. Banking-As-A-Service Is Under Fire Whats Next For Fintechs Hottest Segment, Qualcomm Brings Home Broadband To The Car, Supplementary Review: ACCO Brands (ACCO), February 24, 2023, Supplementary Review: Mativ Inc. 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We work in different parts of the company now, but that dinner is a helpful time to reflect on whats working, whats not working, and what each of us can improve and do better. I think what that means is, they want to figure out which investments are going to be good. Our churn rate spiked in the first half of that year. That, to me, is a skill that Im constantly working on. Theyve seen the progress over six to nine months. Thats what Id tell myself. Calvin French-Owen: I'm Calvin, I'm another one of the cofounders at Segment. The other, obviously, is just scaling culture. There are dozen and dozens and hundreds of analytics companies. Hoy tiene sede en San Francisco, California, y tuvo . Like, sure, sales is one channel of the 20 I just mentioned, but its just one of 20. : I think the world that we see ourselves and all our customers moving towards is one where all of the data across all of their customer touchpoints is collected and synthesized into a modern customer data system of record, and thats what were trying to build. Stokes, who is worth $5.69 billion according to this year's AFR Rich List, has lived in the . Reinhardt, French-Owen and Volodarsky were "totally in awe" of Smith, who also attended MIT (and graduated in two-and-a-half years, according to his LinkedIn profile) and founded Xobni at Y Combinator in 2006. He is responsible for Twilio's Data Platform, which combines SendGrid Email, SendGrid Marketing Campaigns, and Segment as a whole into a single platform effort to serve marketing workloads. 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Otherwise, the company simply cant ingest it fast enough. We had a bunch of professors at MIT who were excited about it, and we built all this over the summer at Y Combinator. : But whats happened over the last 20 years is that all of the channels by which we interact with customers have become digital, and theyve multiplied. Its hard, so you have to delay the early ones and pull forward the late ones. Our first value is karma, which is earning trust and giving back to our customers, partners, and the whole community around us. An 85-year Harvard study found the No. : Wow. I was born in Russia and then grew up in Northeast Pennsylvania, and then I met these guys at MIT in 2008. Number of Past Jobs 1. Where? I think we had a big success there, but I think we have also massively under-invested in pricing packaging, aligning pricing, and packaging to help customers want to buy is critically important. 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