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Chapter 15 - Moonfruit
www.moonfruit.com
Moonfruit SiteMaker was first launched in January 2000 with the
specific objective of removing technology barriers to web
publication and allowing people to share their passions online.
Your name: Joe White
Company name:
Moonfruit (Greek Attic Ltd, trades as Moonfruit)
Website URL:
www.moonfruit.com
Your company / website vision statement / goal:
To enable people to achieve results beyond their expectations
What you sell / services you offer (brief description of your company):
Moonfruit provides an online website authoring toolkit called SiteMaker.
SiteMaker 4.0 is the latest in this award winning
software series, and has been used by hundreds of thousands of
people all over the world since its launch in Jan 2000.
SiteMaker is available for free and on subscription, and offers a
WYSIWYG editor, message boards, chat rooms, MP3 tools, ecommerce,
mailing lists, and many other features.
Have you always wanted to run your own business? What were some of your
previous jobs / companies?
I always expected to run my own business, and had many entrepreneurial
experiences growing up - ranging from selling
chewing gum at school, to employing people to do my paper
round and keep a margin for myself. But I started my first
serious business, which was a web design agency, while at
Cambridge University where I was studying economics.
During my 3rd year I would travel between London and
Cambridge to balance essay writing and client management,
trying to make sure clients didn't realise I was still a student, and
my tutors didn't realise I was also running a business. The
company went on to be very successful, and eventually became
part of Moonfruit.
I also spent a couple of years at McKinsey & Company, before
returning to run Moonfruit 18 months ago.
Have you got any qualifications? Please tell us about yourself
academically?
I have a BA Economics from
Cambridge
University in the
UK.
How / when did the idea of your website / company come about?
Moonfruit was set up to allow people to share their passions
online, and remove the barriers to technology so that anyone
could build a website with no technical knowledge.
It was a powerful vision, and one that inspired hundreds of
thousands of user worldwide to use our product.
We had to survive the ups and downs of the dotcom boom and
bust, but have emerged (eventually!) a strong and growing
business. The key was really the switch between the initial
free/advertising based revenue model, to a more sustainable subscription
based revenue model.
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