Founder's Talk: From Procedural to Esri's acquisition. The inspiring entrepreneurial journey of Dominik Tarolli
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We interviewed Dominik Tarolli, whose startup Procedural was acquired in 2011 by U.S.-based Esri, one of the world's largest private software companies and the leader in geo-information systems. Procedural, a technological pioneering force, achieved remarkable milestones during its tenure. The startup successfully established and marketed its revolutionary ETH/Swiss Technology in three years, turning it into a profitable venture. Discover how Dominik has embraced fresh challenges and charted new paths.
Dominik co-founded Procedural Inc., specialising in software for efficiently creating 3D buildings and cities. With its flagship product, the CityEngine, urban environments can be created 10 times faster than existing solutions.Now Dominik is the director of Smart Cities at Esri, which acquired Procedural in 2011. The Smart Cities team is working with forward-thinking cities and communities around the world to make them more livable and resilient every day.
Let's begin by discussing Procedural's key achievements. Can you tell us about some of the highlights?
Absolutely! Procedural had several key achievements. One of the significant accomplishments was successfully marketing the ETH/Swiss Technology and turning it into a profitable venture within just three years. We also take pride in our technology being utilized in numerous Hollywood blockbusters, showcasing its value and impact. Additionally, we managed to grow the Zurich location from a small team of about 10+ people at Procedural Inc. to over 70 people at Esri R&D Center Zurich. However, what I consider most important is the enduring friendships we built with the team, families, investors, mentors, and other stakeholders. These relationships have been invaluable.
It's impressive how Procedural made such strides in a short period. Could you elaborate on how Venturelab contributed to your success?
Venturelab played a key role in our success. As one of Procedural's co-founders, I was part of the initial Venturelab team, where I got to know Procedural's co-founders, that were joining our Venturelab courses. The program itself is one of the best "techs to market" programs globally, boasting an exceptional track record of success. The knowledge and support we gained through Venturelab were instrumental in helping us achieve our goals and establish a solid foundation for our company.
As an entrepreneur with extensive experience, what valuable lessons have you learned from your journey with Procedural?I've learned several important lessons along the way. Firstly, I cannot stress enough the importance of sales. Strong sales can truly change everything for a business. Secondly, having experienced mentors who have been through similar journeys before is invaluable, even if it may require investing money or sharing equity. Thinking internationally from day one is crucial: the US market, for example, is 28 times larger than the Swiss one. Lastly, understanding that the fortune lies in the follow-up is essential. Amateurs often focus solely on the first sale, but true success comes from nurturing and continuing relationships with customers.
Those are invaluable lessons indeed. Are you currently involved in any new ventures or projects? If so, could you share the details and the goals you aim to achieve?Yes, I'm currently involved in a couple of exciting endeavors. I recently joined the board of the Swiss-American Chamber of Commerce in Southern California, which focuses on fostering business ties between Switzerland and the US. Given that the US is Switzerland's top export market, my goal is to help selected companies gain significant sales traction in the US market. I also wrote a book called "Startup Secrets Blackbook" during the pandemic. It serves as a playbook for entrepreneurs and provides insights and strategies for building a successful business.
That sounds fantastic, Dominik. What advice would you give to other founders who are just starting their entrepreneurial journeys?
My most critical advice is to recognize that low-to-no sales is the number one business killer. Based on my experiences coaching hundreds of companies globally and working with billionaires, I've learned that three simple things can make a significant difference. Firstly, create a detailed sales plan. Surprisingly, 92% of businesses don't have one. Secondly, focus on your top 100 customers and strive to do a few things exceptionally well. And lastly, understand that the fortune lies in the follow-ups. Approximately 82% of sales are made after the fifth contact, so persistence is key.
Have you been investing in or mentoring other startups? If so, what has the experience been like, and what motivates you to support emerging entrepreneurs?
Yes, I have been actively involved in investing in and mentoring other startups. Working with smart individuals, especially during the startup phase, is something I thoroughly enjoy. It's incredibly rewarding to be able to give back what I have graciously received from amazing mentors such as Pius Kueng, Beat Schillig, Ulf Claesson, Jack Dangermond, and many more. Seeing these emerging entrepreneurs succeed and grow their businesses is a great source of motivation for me.
Dominik: "Thinking internationally from day one is crucial."
On a more personal note, are there any areas of interest or hobbies that have captured your attention lately?
I have been exploring spirituality, focusing on family, and delving into the topic of longevity. Additionally, I created a Binaural Beats Channel on Rumble and YouTube aimed at helping individuals improve their concentration and focus during demanding deadlines.
Have you pursued further education or attended conferences to expand your knowledge and stay updated with industry trends?
In my current work for Esri, I have the opportunity to travel and attend various conferences. These events allow me to stay abreast of the latest industry trends, expand my knowledge, and network with other professionals and thought leaders. Continuous learning and staying updated are vital in the ever-evolving business landscape.
Could you recommend any books or resources for personal growth or other founders?
While I don't watch much TV or Netflix (will save you a lot of time), I am an avid reader. My recent reads have focused on spirituality and longevity. However, when it comes to startup and sales books, I highly recommend the following:
- The Art of the Start by Guy Kawasaki
- Traffic Secrets by Russell Bronson
- The 4-Hour Work Week by Tim Ferriss
- The Ultimate Sales Machine by Chet Holmes
- Führen, Leisten, Leben by Fredmund Malik
Thank you for those recommendations, Dominik. Is there anything else you would like our readers to know?Just a fun fact about me: I had the opportunity to be part of the James Bond movie "Quantum of Solace" as an extra. On a lighter note, St. Galler Bratwurst can only be enjoyed without mustard :-)
"What I consider most important is the enduring friendships we built with the team, families, investors, mentors, and other stakeholders. These relationships have been invaluable."
"Dominik joined IFJ in 2002 and was program manager for Venturelab course modules for four years. He played an important role in the early days of Venturelab and is supporting Swiss startups ever since," said Beat Schillig, founder and president of Venturelab.
