The end for Folders (and now looking for my next role)

12 months ago, almost to the day, I started working with my co-founder Christian Lavoie on a new startup idea. After brainstorming for a few weeks, we settled on the idea that would become Folders.

Our idea was very ambitious. In customer interviews with local retail businesses, we realized that most were still storing their product and customer data in spreadsheets or even on paper. Others had data locked in their old point-of-sale (POS) or in their accounting system. And, even worse, they were not doing anything with it. Very few small businesses were using modern CRMs or POS.

So, we set out to build a better solution for the 80% of small businesses who were collecting data, but not doing anything with it. The resulting prototype allowed customer/product data upload (from a spreadsheet), manual entry or sync (from Quickbooks & Shopify). It did not stop there. We also gave them access to best-of-breed marketing/management apps to make that data actionable. Customer data would unlock email marketing, loyalty, invoicing and scheduling functions (and more in the future). Product data would unlock e-commerce functionality and shopping site syndication. We were, in effect, creating a basic dashboard to manage & market a small business. We talked to retailers and many loved the idea. We talked to potential resellers to help us scale sales and many loved the idea as well. We talked to a few fundings sources and many liked the idea.

Fast-forward to the last few weeks, we tried raising a pre-seed funding round on the early interest from all stakeholders. That would have enabled us to move full-time on the project and pay us a small salary, but we did not succeed. Everyone loved the team, but there were recurring doubts about the small business beachhead and how Folders would succeed against larger marketing or CRM platforms. Most wanted to see more traction. And, to get to that, it surely meant 6-12 more months of bootstrapping (getting customers onboard, signing reseller agreements, etc.). In a startup, when that happens, it’s a good time to assess where your project is and what the future looks like. It’s going to take time, so you want to make sure you’re ready to embark on that new round. For personal reasons, I wasn’t.

We’ve therefore decided to wind down the project and I’m now officially looking for a new full-time role. What I’m looking for: senior digital exec role (VP, C-level or General Manager), ideally in product management, strategy, partnership development and/or operations. My core expertise is in local search/local commerce, marketplaces, digital advertising, social media and digital tools for small businesses but I’m definitely open to other sectors. Size of company doesn’t matter, as long as it has a solid entrepreneurial culture.

If you hear of anything interesting in your network (I’m open to relocation to the US or to Europe), do let me know. You will find my LinkedIn profile here and you can reach me by email at sprovencher AT gmail.com.

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