This article is based on an episode of the podcast Global Horizons, in which I talk to exceptional people from the worlds of technology, business and culture.
The guest of the episode was Pawel Strykowski, founder and former CEO of global content marketing platform WhitePress. Under his leadership, the company achieved an impressive financial result - PLN 111 million in revenue in 2023. Currently, Pawel is developing new business ventures, including the recruitment platform Aplikuj.pl.
In the interview, we touched on the topics:
- international expansion and building effective local structures,
- SEO and links and success factors in this industry,
- related to exits and the challenges of working life after the sale of a company,
- The balance between business development and the pursuit of personal passions.
Life after the Exit - a three-step process
Pawel Strykowski went through three stages of exiting WhitePress. The first took place seven years ago, when he handed over a majority stake in the company to the Nespi Group. This moment provided him with financial security and mental comfort. The next big step came three years ago, when the company was fully acquired by RTB. This event allowed him to take more risks in the business.
Paul is currently in the third stage of exiting. He has left the company and is now in only a minor consulting role. The change has proved to be a significant life moment for him, although, by his own admission, it has only been four weeks, so it is difficult to assess the long-term effects. Interestingly, contrary to the stereotypical image of life after the exits, Paul is working twice as much as before.
New company and new challenges
After leaving WhitePress, Paul focused on a new project - the company aplikuj.pl, which he has been running for 20 years. So far he hasn't had enough time for it, but now he sees a lot of room for improvement and is absorbed in the work.
Aplikuj.pl is a Jobboard-type platform where users can publish and promote job ads.
The service attracts more than one million users a month, a solid base, although competing portals in Poland achieve results of 3-3.5 million visits. The biggest challenge facing the company is monetization, marketing and building a strong brand. Pawel stresses that his goal for the coming year is to reach 1.5 million visits per month.
WhitePress expansion - was it planned from the beginning?
WhitePress was founded in 2013, and its beginnings were modest. As Paul recalls, his main goal at the start was to keep the company profitable, and overseas expansion was not originally considered. After just two months of operation, the company managed to become profitable, which was a huge success for him.
It was only after a few years that the team began to think about expanding into international markets. Interestingly, this was not the result of great ambition or strategy from the very beginning. Paul emphasizes that his main passion has always been creation, building products and responding quickly to user needs. This approach has allowed WhitePress to grow organically and become a global player in content marketing.
Building a business: thoughts and strategies
In the business world, financial predictions often fall short of reality. Accurate forecasting is extremely difficult, and flexibility and adaptation to changing market conditions is important if we want to talk about success.
Pawel Strykowski:
I think every SEO-er has his ruin at least once a year. And business is nothing but playing on ruins.
Focus on product and service
The approach of Michal Suski, co-founder of SurferSEO, shows a different perspective on company finances. His priority is to provide the best possible service, rather than strictly controlling the finances. It is the CFO who monitors whether the company is growing and staying green, while the owner focuses on quality. This approach has its advantages, as good service translates into stable revenues in the long run.
Financial security and development strategy
A business owner should avoid having to add to the business or face tax problems. Regardless of the approach, it is important to maintain financial stability. There is, of course, the possibility of taking risks for faster growth, but this must be well planned and in line with a long-term strategy.
Freedom to create as a motivator
For many entrepreneurs, an important aspect of running a business is the ability to pursue their own ideas. Independence and the freedom to decide on the direction of the company are the main reasons why they choose their own business instead of a full-time job, even at reputable companies like Google. Owning one's own business and being able to develop one's own ideas without corporate constraints gives not only satisfaction, but also a sense of fulfillment.
Responsibility for the team
An important dimension of running a company is responsibility for employees. Salaries should be a priority before other obligations, such as taxes or contributions. A business owner should be aware that his team relies on him financially. This approach builds trust and loyalty, and is the foundation of a healthy organizational culture.
Ethics in business
Some business decisions can lead to moral dilemmas, but it is important to act in accordance with fair play. Avoiding situations where unethical decisions are consciously made is essential. Mistakes happen, but they should result from human error, not premeditation.
The evolution of Whitepress and the role of the SEO community
Whitepress was born out of a need for better link management and SEO. Initially, its founder used SEO methods such as bulk link buying, which yielded excellent results until Google introduced the Penguin update. A sharp drop in page visibility forced him to rethink his strategy. Ultimately, he decided to focus on quality links, which proved time-consuming but effective.
The first experiment with buying 30 high-quality links, despite the need for time-consuming negotiations and paperwork, yielded positive results. This led to a key conclusion - there is a strong demand for this kind of solution. That's when the idea of Whitepress was born, although initially the concept was more idealistic - the service was to be based on guest articles that users could download for a small fee. However, it soon became apparent that sponsored articles had much greater business potential, forcing a change in strategy.
The impact of the SEO community
Despite his initial skepticism and difficulty in finding his way around the industry, the founder quickly saw its potential. His first interactions with the community were difficult - constructive criticism was sometimes harsh. However, thanks to his previous experience in the photography community, he managed to survive the initial period of adaptation.
Over time, it has become clear that the SEO industry has its own specific culture. It is an environment that not only works hard, but also meets frequently at various events and conferences. It is also an industry that engages in charitable activities and is able to support its members in difficult times.
Defining the market and competition
Whitepress was not only successful, but also influenced the shape of the industry in Poland. Competition already existed, but the creators of Whitepress did not realize it at first. Only a phone call from a rival company made them realize that they were not the only players in the market.
Interestingly, the competition did not bode well for their success - it was predicted that Whitepress would collapse within six months. As it turned out, the reality was quite different - the company not only survived, but defined standards in the industry and became a model for other online marketing and SEO platforms.
With perfect timing and a flexible approach to changes in strategy, Whitepress has become a key player in the market, and its brand has become synonymous with quality sponsored content publishing services.
Business courage: where is the line between risk and prudence?
Deciding to start a business often involves a dilemma: how much to analyze the market, and when to just act? Many people fall into the trap of analyzing too deeply, leading to decision paralysis. Others rely on intuition and boldness, without looking at the competition. Both approaches have their advantages and disadvantages.
Pawel Strykowski:
I always had it in my head that a company should make money as soon as possible. Otherwise there is no point.
Analysis vs. intuition - two schools of thought
In the startup world, there are two main approaches to making business decisions. The first is the analytical approach, which is dominant among investors. It requires a thorough study of the market, competition and potential risks. The second approach, which can be called more intuitive, involves making decisions quickly and acting without in-depth analysis, relying on an internal gut feeling.
However, it is impossible to say unequivocally which approach is better. Often, success lies in the balance - on the one hand, it is worth conducting a basic analysis, but on the other hand, one should not let fear of competition inhibit the implementation of innovative ideas.
Business courage vs. duplication of ideas
Many people claim to be bold in business, but in fact they duplicate existing models without adding any value. The foundation for success is not simply copying solutions, but introducing unique innovations that can better respond to user needs or adapt to changing trends.
In the history of great companies like PayPal, it was often the case that traditional market analysis indicated high risk, and yet the founders decided to act. The success of these companies came from a deeper understanding of users and finding a niche that nevertheless had potential.
What is the significance of initial capital?
It is often said that it takes a large investment to start a business. However, many examples show that it is possible to start even with a small capital. We mentioned that our first companies started with a minimum budget - 12 thousand zlotys, or even 5 thousand zlotys. This means that it is important not only to have funds, but first of all to be able to use them effectively.
Education vs. entrepreneurship
Business courage often stems from upbringing and instilled values. People who have been taught from childhood to be independent and take initiative find it easier to find their way in the world of entrepreneurship. Often it is their mindset - oriented toward action rather than perfect planning - that allows them to implement ideas, even if they are not perfect from the start.
In conclusion
Success in business does not depend solely on in-depth market analysis or blind courage. It is important to find a balance between prudence and risk. Innovation, the ability to recognize the needs of users and readiness to act are the qualities that distinguish successful entrepreneurs. It is not always necessary to have millions to start - entrepreneurship does not always require a large amount of start-up capital, but rather the ability to effectively use available resources and business courage.
