Slow and steady: How Jordan's tasmeemME is building the Behance of the Middle East
In the Middle East startup scene, we’re often all too aware of the
dangers of hype lately. Positivity keeps founders motivated, but
spreading the idea that things are supposed to happen quickly or
easily can mislead entrepreneurs into having distorted
expectations.
Saed Nashef of Sadara
Ventures describes the conundrum nicely when commenting a
cursory
piece on the startup scene in Palestine yesterday, another
in the “This is the next Silicon Valley” vein. “On the one hand,
getting the exposure is great. On the other hand, it usually comes
with a dose of hype, which could be detrimental,” he wrote in
Mashable's comments.
In a
profile on Forbes, Nashef makes the point more deeply:
“Building this kind of ecosystem can really change mindsets. It can
really change culture and ultimately it can really change
economies,” says Nashef. “The thing of it is that it’s not
something that happens overnight, and that seems to be the thing
that I struggle most to convey to people in the tech scene… we’re
going to go through a bunch of iterations before we’re seeing the
real nucleus of what will become a mature ecosystem for
startups.”
When Nashef describes the “real entrepreneurs” who are going to
fail, get up, and continue, he could be describing Jordan’s Noor El
Fadl. El Fadl has led tasmeemME, a job search site for
creatives, since 2010, enduring initial hype and then a lull to
emerge last month with a new interface and new momentum.
In 2010, following the 2009 Maktoob deal, when Arabnet launched its first cozy,
one-room tech conference in Beirut, El Fadl launched tasmeemME with
a bang, winning the conference’s Startup Demo award, and then
winning a spot as one of the Top Five Startups in the Middle East
at CoE 2010. She quickly became lauded as a posterchild for the new
Jordanian tech scene, a young woman in a jaunty short haircut and
glasses, ready to reinvigorate the region with creative spirit.
Yet once El Fadl flew back to Amman after the conferences, she
quickly hit reality. Winning a tournament did not lead to immediate
investment. Conversations with local investors dragged on without
definitive answers. Finding a developer who would stick to a
schedule and build the features her team wanted was extremely
tough. Testing how to entice customers while keeping some features
behind a paywall took time.
When I caught up with tasmeemME in May 2012, right before they
launched a design competition for the Palestinian Museum in
Birzeit, were frustrated but optimistic. After securing funding
from angel investors in 2011, they were bootstrapping; one strength
was that they had secured a bright, cozy, well-lit space in Jabal
Amman, that they were quietly making an unofficial co-working
space.
Today, some of Jordan’s key entrepreneurs have joined that space,
including Laith Zraikat, the laser-focused coder who co-founded
Jeeran, one of Jordan’s veteran startups. After helping tasmeemME
build out their platform this past year, Zraikat moved in with his
entire team. Now, El-Fadl plans to open the space up to all
tech startups.
That energy has also helped tasmeemME overcome the major challenges
they faced just a year ago. Their new interface looks a lot like
Behance, the creative
portfolio discovery site, with a simple design that puts the focus
back on beautiful images, as opposed to job listings. This sets it
apart from Akhtaboot, the Amman-based job portal, and Dubai giant
Bayt.com. The site also now offers a job post management feature,
where job posters can reject people, shortlist, and manage their
applications.
After several iterations, the team has decided upon a "try before
you buy" model: job posts will be free, along with a preview of job
applicants’ work, but posters must pay, via PayPal, or
cash-on-delivery (in Jordan) to connect with potential hires. Once
users pay to unlock their applicants’ contact details, their post
is also promoted on the homepage, and pushed out to tasmeemME’s
social media channels.
The startup has also hired that elusive in-house developer,
Khaled Hasania, who joins project manager and developer Haya Majali
to complete a team of three. With their new model, the team is
“making enough to keep going,” and focusing on building their
word-of-mouth buzz.
Since the summer, site traffic is up 40%, bringing the total of
media files shared to 55,000, with over 5,500 talents added and
1,200 jobs posted. Although many jobs are filled outside of
tasmeemME’s channel’s, at least 400 jobs have been filled through
the platform, El Fadl says.
Lessons learned
The biggest lessons that the team has learned are that taking on
feedback is crucial, and that, with a small team, it’s better to
build slowly and get it right than proceed without testing. In line
with good customer retention strategies, El Fadl reaches out via
personal messages to “as many active users as I can,” she says. “I
send them an email saying ‘Hey, what do you think of the process,
how did it go?’ and they respond with feedback.”
But the biggest lesson has been to not grow too fast or fall prey
to hype.
“There's a lot of pressure once something happens [like winning an
award],” she says. “You feel pressure to raise money and build a
big team. I started focusing on that instead of focusing on what I
initially wanted to do. Now, I'm back to what I wanted to build,
which is this product.
She agrees that to compare Jordan, or any part of the Middle
East, to Silicon Valley, doesn’t always do startups a favor. “The
ecosystem is trying to create as many startups as it can as fast as
it can so that there's a track record,” she points out. “Yet
Silicon Valley didn't have success stories overnight. Look at all
of the successes that we have in the region; it took them over ten
years.”
By encouraging a slow and steady approach, the hope is that
tasmeemME now has a rock-solid foundation to accelerate, with the
earnest encouragement of a nascent ecosystem. “Feedback has been
very positive,” El Fadl says. “It’s been nice to see the
support.”