Friday, 05 December 2014 00:24

VIDEO: Startup series success - Interview with Productify's co-founders


iTWire talks to Productify's CEO Doron Ostrin & COO Dean Steingold about the company, its products - Simple PIM and Product Flow, and how they help its customers, how the company started, who some of its big customers are, lessons learned in creating and running a startup, its collaboration with Rackspace and plenty more!

Startups come in all shapes, from all beginnings, and can achieve great things in next to no time. Just over two years ago, co-founders Doron Ostrin, CEO, and Dean Steingold, COO, met at a restaurant during an evening out with mutual friends. By the end of the night they had founded start-up business Productify, which is an open source API for importing, managing and exporting products.

Productify create apps that simplify the exchange of product information between retailers and suppliers, noting that ‘managing products between manufacturers, suppliers, retailers, online stores and marketplaces are all just too time consuming, prone to error and ad-hoc.'

Productify creates apps on top of its product platform which make it easier to exchange product information.

It currently has two products - SimplePIM and ProductFlow.

For suppliers, SimplePIM makes it easy to upload your products, create online product catalogs and share your products. For retailers, SimplePIM makes it easy to preview products, create custom exports and receive updates.

Then there’s ProductFlow, which is billed as being ‘for buyers who need an easier way to request and receive product data from their suppliers. Productflow automates this process and lets buyers focus on increasing sales.’

It lets you upload your existing product request spreadsheet and set your required fields, invite suppliers and monitor their progress - with more details at Productify’s site linked above.

iTWire’s interview with Doron Ostrin, CEO of Productify, and its COO, Dein Steingold is here. The article continues below!

Productify was first developed in Israel, but moved to Australia after 12 months of extensive market research and by selecting the right team, providing the business with the knowledge and skills to optimise in the local market.

Key to the business growth and success so far has been the intensive market research the team has conducted by travelling around the world, investigating opportunities and ensuring that the service they are offering customers solves a multitude of pain points for each of their customers.

This attitude to business is a key driver behind this start-ups success, which in turn is driving the demand they have on Cloud storage and better infrastructure that what was being offered by previous suppliers.

By timely coincidence, a Rackspace team member came to Productify’s stand at CeBit 2014, just minutes after they had been discussing the need for a new Cloud provider. In addition to Cloud solutions and infrastructure, the team were won over by the extra levels of support Rackspace could offer them, which was imperative as a small team with big dreams that wanted to focus on building the business, not managing the technology.

Rackspace built the infrastructure to handle intensifying customer loads, increasing capacities from around 2,000 to more than 400,000 products per supplier, opening up opportunities to work with some of Australia’s largest shopping retailers and to diversify Productify’s offerings. With the current Cloud solution, the team has increased from two to 12 Performance Cloud servers in mere months, and they aren’t looking to slow down any time soon.

As an example of the high capacity loads required and handled by Rackspace from Productify - on a daily basis the team is processing 750,000 products and images for upload to a major international shopping centre’s retail site. The product images are downloaded from Performance servers, with dynamic image resizing taken care of by two servers and load balanced using a single 2GB performance server. At peak the servers handle 400mbps of bandwidth, and approximately 100 concurrent connections with ease.

Productify is looking at expanding into the US market in the New Year, and will model operations in the States on those that are successfully operating in Australia.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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