Abhi Lokesh and Alex Theodore are co-founders of Fracture, a start-up company based in Gainesville, Florida, and are constantly searching for the perfect team. They both agree that finding the right people to join the company is their biggest challenge.
“To me, it’s somewhat personal,” says Lokesh. “I want to prove that Fracture can be the best decision you ever made as a young professional, and that we can turn you into the best version of yourself.”
So, what do you get out of working at a start-up? Well, we all know you get free lunch at Google. But don’t expect that at all start-ups. Correction: don’t expect that at most start-ups. Do expect a never-ending workload, a lot of stress, and very few resources. Though you may not get free lunch, there are other perks.
Here are select responses from members of the Fracture team, who reveal some of those perks and what it takes to work at a start-up like Fracture. They work hard, but they also appear to wholeheartedly love their job, which might make you wonder what this start-up culture breeds.
What is it like to work at Fracture?
Matthew Bivens, Marketing: It’s like no other place I’ve ever worked at, that’s for sure. Our culture has evolved organically, and has become more defined as we have grown. Our office environment is relaxed and casual: employees can decorate their work spaces and really make them their own (can also set up shop wherever they like); we wear what we want for the most part, still maintaining a somewhat professional demeanor (no “free mustache rides” t-shirts); and we’re allowed to bring our pets into the offices, which is a huge plus. In typical startup fashion we have instruments of all kinds in our office, we host poker nights and try to make a point to get out and enjoy each others company outside of work on a regular basis. We’re a family, and that’s apparent after only a few minutes of hanging out with us.
The workload here is consistently high — this is a startup, so everyone has a to-do list with more work than there are hours in a day. Each of us was hired for a specific job, but inevitably we all wear many hats. It’s typical to see a marketing person helping out in production, or a customer service rep brainstorming to improve packaging workflow.
Sarah Ludwig, Custom Orders: It can be really fun. It can also be stressful, it gets intense, but it’s worth it. It’s the first time at a job where I’ve been accountable on this level. Everyone I work with is accountable. I mean, I’m twenty two, and I have a key, and I have my own entry code for the alarm system. If I do a bad job, everybody feels it; Fracture is going to feel it. I am directly responsible for the success of Fracture. Every person who works here is.
Honestly, that can be overwhelming. Sometime I miss not caring about what I do. And then I remember that I have a key. And an alarm code.
We all work a lot, I personally work more than most of my friends. I also get to listen to Cabaret on the speakers at the little laser (how great is that sentence) as loud as I want. Where else can I do that?
When we were going crazy to get orders out the door during hell week, we took a break to build a robo-mascot out of a broken water cooler. I feel completely fortunate to work with people that I feel happy around. People I can make a robot with when things get crazy.
Matt Santmyers, Business Development: Fracture has truly best the best and most challenging job I have held. I have learned more in 1 1/2 years with fracture than four years of college. Every day I am pushed to be better and to work harder constantly pushing to improve fracture. But at the end of the day, everyone here can still kick up their feet and relax and enjoy a night out with each other. It really is a great environment to work in.
What type of person does it take to thrive in Fracture’s work environment?
Barry Miller, Production: Three words: tenacious, hard-working, innovator. When working for a growing company, the words “normal work week” do not apply. Often times, orders need to be printed, processed, and fulfilled outside of the cushy 9-5 workers in America face. It can be taxing when equipment fails, supplies arrive late, or you encounter situations that leave your best laid plans in shambles. When those situations arise, you have to be able to dust off, find a solution, and carry on with the company mission. Finally, when you are helping get a company off the ground, you must be constantly looking for ways to improve. It can be tempting to just take things at face value and go with the flow. But without constantly looking for ways to do it better, you ultimately end up hurting the company, and with a young company, small injuries can lead to major problems.
Matthew Bivens, Marketing : We’re all young here, and although we have varying degrees of experience at what we do, this is our first startup experience. So immediately you have to check your ego at the door and realize that you might be asked to do something you have never done before; you might be asked to master something you never thought yourself capable of; and you might be asked to do it yesterday! The great thing is that, when you have a team of people that are cool, calm, and capable, no challenge is too large to tackle. Intelligence is a must, but I think having the capacity to learn and the hunger to keep pushing is much more important. It starts at the top with our co-founders, and their passion and enthusiasm has definitely trickled down and influenced the rest of us. We’ve assembled a team of Jedi here, individuals who were hired not just for their intelligence and ability to do a job well, but because they possessed the intangible skills that would allow them to thrive in a high pressure, fast paced startup environment.
You print pictures on glass, but running a business these days involves more than simply offering said product/service (marketing, follow-up, producing relevant content, etc.). Run me through day-to-day tasks that each Fracture team member works on, apart from handling orders.
Sarah Russell, Customer Service: We are continuing to grow and develop, and as we do that we assimilate more into our “official roles.” But that hasn’t completely detracted from one of my favorite parts of the start-up life here at Fracture – we all wear many hats. We’re a small team, but that just means we all have to be experts at what we do and then a few other things too. We’re all collectively writing the manual on how to do this. Everything about Fracture is proprietary and crafted with our customers in mind.
There is nothing typical about the day-to-today, but tasks include stocking, cutting and packaging materials on the production end. There is also printing, cleaning and shipping, which is of course crucial. There is planning and research and development projects for the future, along with web development and programming to update the site. Behind the scenes, marketing initiatives focused on the customer experience and business to business partnerships are being built and focused on. We try to keep open communication with our customers, as well, with the office phone, email and social media to stay connected and help them with anything they need. All in a good day’s work. And then there’s Watson and Sierra, the office dogs. Their jobs basically consist of tackling a few chew toys in between corporate naps.
This article was published on NextGen Journal on April 6, 2012.
To learn more about the Fracture team, read about the company on their website.
“Edgy, stunning world-domination.”
It is not quite the description you would expect for a photo printing company. Then again, the goal is not to simply print but to make memories tangible on glass, according to Sarah Ludwig, a Fracture employee. Fracture, a term coined by the company’s founders, Abhi Lokesh, 23, and Alex Theodore, 26, is defined as a one-piece glass picture frame that mounts easily to your wall. Based in Gainesville, Florida, the term has now become a 10-person company devoted to changing the way people print and share their digital memories.
“The idea of Fracture originally came from our desire to work with digital imagery,” explains Lokesh. “We kept circling around the concept of disrupting the photo printing and framing space by creating new, innovative, photo products that were affordable, eliminated all the traditional hassles of photo framing, and could be used by multiple demographics.”
While we are apt to snap away, many digital images remain littered on our hard drives.
“Each picture has a powerful, unique story to tell, but we really don’t have a compelling reason to print and frame any of them,” says Lokesh. “It is just too costly and inefficient.” Glass emerged as a perfect medium for the two University of Florida graduates to experiment with, mostly because of its modernity and cost-efficiency.
Consumers seem to agree. In its inaugural year, between 2009 and 2010, Fracture processed approximately 2,500 orders. In 2011, the numbers grew more than five-fold, as the team processed close to 13,000 orders from around the world and generated more than $400,000 in revenue.
Some of that growth can be attributed to a Groupon promotion, which exposed Fracture to over 5000 customers across the country. Ironically, it is also what Lokesh cites as one of the company’s biggest failures and learning experiences. After being overwhelmed with thousands of orders they could not fulfill, Fracture was forced to delay thousands of orders by several months.
“It was incredibly hard for me to watch my teammates be put through something that they couldn’t do anything about. I felt like I failed them by not understanding what exactly we were getting into,” says Lokesh. “We tried to be as transparent as possible with our customers through the entire process and learned an indescribable amount regarding customer relations and company transparency.”
What seemed like a setback turned into a positive growing experience.
“We committed to following through on all the Groupon customers,” says Lokesh. “We didn’t run and try and find the easy way out, as simple as that could have been.”
That is just one of many scenarios that start-ups like Fracture face on a daily basis. Co-founder Theodore says there is no one single lesson you can learn from starting a company. “Entrepreneurship is a mess of lessons that you earn an understanding of only by experience in battle,” he says.
Within the next year, Fracture plans to solidify its production process and branch into new products. In the long-term, the founders are thinking big.
“We want to be the Apple of photo decor…We’re really just scratching the surface of our potential, and we’re on the edge of some great things”, says Lokesh.
To see the lasting pieces of photographic art you can create, upload your photos to the Fracture website.