Conor Moran, CEO and Founder, Eskimo Software
In 2016 I started working on a product that solved a problem for Car Dealers in that they had no easy way to manage their online leads. I subsequently started some market research, got chatting to some prospective customers and got building and selling. Now four years later, my company and I are working with 160 dealers, five OEMs and three countries. We also have a team of three talented people and are expanding that team in the coming months, so it's been a journey with plenty of ups and downs.
What is your favourite social media platform, and why?
I find LinkedIn the best platform for us to reach our target audience. It is much more focused than Facebook or Twitter.
Tell us about you and your current role or area of interest.
My background is in Software Development. I've worked for various companies before taking the plunge into the startup world, and it's been a wild ride. The highs are high, and the lows are low. But I haven't looked back. Eskimo Lead Management is the tool I started to build in 2016, and this tool bridges the gap between car dealerships and where their potential customers are now doing their shopping online. We aggregate all dealerships' online leads into one place to give the sales exec the tools they require to communicate with and ultimately deal with the lead. We've seen a lot of success in the last 18 months, and we're only getting started with a few foreign markets in our sights.
What do you like about your career or area of focus?
The unpredictability of startup life is both the best aspect and the worst aspect of my job. Realistically, I've no idea where we'll be in another year, we have detailed plans and will do our best to execute them, but often plans aren't worth the paper they're written on. But that's what makes it interesting. Also, the variety in my day to day is appealing.
We're building out our team and are hiring for development positions right now, so this is less and less the case. Still, you have to wear many hats as a solo founder: developer, salesperson, accountant, business developer, human resources, etc. But, again, that keeps the whole thing so fresh, and I've learnt so much over the course of the last few years. I have learned through my mistakes mostly.
What is the best advice you have ever received?
Don't sweat the small stuff. I feel everyone says this, but you're stressing about something minor and losing focus on the big stuff a lot of the time. You need to take a step back and see where you're at. I've had many situations where I'm in panic mode until I chat with a friend or mentor and realise it's actually nothing to worry about.
What inspires you, motivates you, or helps you to move forward?
I think motivation comes from yourself, really. A motivational quote on Facebook isn't going to get me to pick up the phone for that sales call, but the thoughts of reaching my goals with the company definitely do. I also really enjoy getting the most out of people. Be if employees who are flourishing, partners, customers etc. I find that extremely rewarding. Having a six-month baby at home to provide for also helps you pick up the phone to put bread on the table.
What are you proud of in your life so far?
Every day I'm proud to have such a beautiful daughter Millie and brilliant partner Andrea with me. And also my wonderful parents. They keep all of me going.
The growth we've seen with Eskimos brings me pride. But, I'd have to say I'm proud of how the team we have on board now are accelerating this growth. Of course, you always take a risk with employees, especially seeing you as a newbie to this area, but the team we have now is fantastic, which gives me pride. I hope to expand this team now in the coming months and create a work environment that gets the most out of people without getting in their way.
What is your preferred way to meet new people/network?
I find organised networking events are terrible for meeting quality contacts. They're like pulling teeth; that's just me, though.
Some people are fantastic in those situations; I've never made a useful relationship through those events. The way I meet most contacts in my professional life is through introductions or recommendations. If you treat people right, your name will inevitably be passed on, and that's far more effective in my view.
What skills or qualities do you feel have helped you?
Adaptability definitely. And being a bit of a Jack of all trades (master of none) has too. Computer programming and sales often don't go hand in hand, but I have just enough ability in both to get me by, I think, without being a world-beater in either.
What do you wish you had known when you started out?
Don't measure your success by someone else's idea of success. For example, in the startup world, I feel it's all talk about gaining investment, and that's seen, in many areas, as the idea of success. But, that's not required for every startup; it could be damaging in some instances. So, if you have your own measure of success, that's all that really matters at the end of the day. It took me a while to realise that, though.
Who do you most admire in business, academic or creative circles and why?
At times, Elon Musk can be a controversial figure, but you have to admit that what this man has achieved is phenomenal. Running a space travel company in tandem with an automotive company, and the rest is just crazy. I've had many mentors and colleagues whom I've learnt a lot from and would admire as well.
Outside of your professional/work area, what hobbies or interests do you have or what other areas of your life are of real importance to you?
Looking after my young daughter takes up a lot of my spare time these days, but other than that, it's just a bit of exercise to keep the mind fresh. Exercising with friends is great as it's easy, when life gets busy, to fall out of touch with people. So, if you have a routine to catch up on, that's ideal. Found of the odd pint of Guinness, of course, which is far more enjoyable.
Has the pandemic had a positive or a negative effect on you and/or your business, and how have you managed it?
Covid, or rather the move to online retailing, has dramatically positively affected our business. The process of car dealers emphasising online channels was underway, but it has dramatically accelerated because of lockdowns and the pandemic in general. Hence the hiring run we will soon be commencing. We've been one of the lucky ones.
Do you have a mentor, or have you ever mentored anyone?
I've never mentored anyone myself, but I've had many mentors. My most influential mentor is Ronan Perceval, to who I owe a great deal as his expertise in the area of bootstrapping a SaaS company to success have helped me avoid some pitfalls.
What advice would you have for someone looking to get into the same area of work or interests?
"Just do it" is often said by influencers, etc. When asked this question. I think that's a huge over-simplification. Definitely go for it once you're sure your situation allows it. Personal circumstances will dictate everything, and you should do your market research and talk to as many people as possible before taking the plunge. Saying that in ten years time, if you won't forgive yourself for not taking the plunge, that's a strong kick out the door too.
What do you feel is the most common reason for people failing or giving up?
I think failing and giving up are two drastically different things. Startups fail all the time, but that won't be because the founder has given up. It's just the nature of it. There will be situations where giving up is the right thing to do in terms of giving up.
Is there a phrase, quote or a saying that you really like?
"It's nice to be important, but it's more important to be nice." - Killian Roberts.
What companies, brands, or institutions do you like or do you think are getting it right?
I mentioned Ronan Perceval before as a mentor, his company Phorest is one I really admire. They have built a fantastic product that helps small businesses solve their problems. Not only that, they went a long time before investing, so they had the freedom to get the product just right.
Having spent some time in their offices their working culture is fantastic too. Employees are given space to shine, and there's a general fun and productive atmosphere. Something we're keen to emulate in Eskimo.
How do you define success, and what lessons have you learned so far that you could share with our audience/readership?
Success is such a personal thing that it's different for everyone, or at least it should be. My definition of success constantly changes, which I guess is pretty important. The goalposts move so often I don't think I'll ever wake up thinking, "Ah, I'm a success" there's always somewhere to go.