Introduction
Starting a company is challenging. Competing with tech behemoths like Microsoft and Adobe is another level entirely. Yet, Australian entrepreneur Melanie Perkins achieved exactly that, creating a design product that rivals these industry giants.
Visionary Beginnings
Melanie Perkins, the 32-year-old co-founder and CEO of Canva, envisioned a design platform that integrated the entire design ecosystem into a single, accessible page. This idea revolutionized the design industry, making it possible for everyone, from individuals to Fortune 500 companies, to create stunning visuals effortlessly.
The Genesis of Canva
A Teenage Dream
Perkins was just 19 when inspiration struck. It was 2006, and she, along with her boyfriend Cliff Obrecht, were university students in Perth. Teaching design programs to other students, Perkins observed the frustration they faced with complex tools from Microsoft and Adobe.
“People would have to spend an entire semester learning where the buttons were, and that seemed completely ridiculous,” Perkins told CNBC Make It. “I thought that in the future, design would be online, collaborative, and much, much simpler.”
Determined to turn this vision into reality, Perkins and Obrecht embarked on a journey that would start small but aim for global impact.
Humble Beginnings
With minimal resources and limited business experience, the duo launched Fusion Books, an online school yearbook design business. This platform allowed students to collaborate on and design their profile pages and articles. They would print and deliver the yearbooks to schools across Australia.
“My mum’s living room became my office, and my boyfriend became my business partner,” Perkins explained. “We enabled schools to create their yearbooks really, really simply.”
Fusion Books was a success and continues to operate today. However, for Perkins, this was just the first step towards her “crazy, big dream” of a comprehensive design platform.
Pitching to Silicon Valley
The Big Break
In 2010, while attending a conference in Perth, Perkins encountered Silicon Valley investor Bill Tai. Impressed by her vision, Tai invited her to San Francisco to pitch her idea. This chance meeting marked a pivotal moment in Perkins’ journey.
“I thought he didn’t like what I had to say. He was on his phone, and I thought he wasn’t engaged,” Perkins recalled. “But then I got home and realized he was actually introducing me to a few people.”
Networking Challenges
Building relationships in Silicon Valley was no easy task. Tai, an avid kitesurfer, encouraged Perkins and Obrecht to join his unique retreat for investors and kitesurfing enthusiasts, MaiTai. Despite never having kitesurfed before, Perkins took up the challenge.
“Every time he’d ask about my business, he’d also ask about my kitesurfing. I decided to give it a go because when you don’t have connections, you just have to wedge your foot in the door and wiggle it all the way through.”
Building the Canva Team
Assembling a Stellar Team
Perkins and Obrecht’s persistence paid off. They began winning over major investors and assembling a team of tech engineers. In 2012, with the help of their tech advisor Lars Rasmussen, co-founder of Google Maps, they found key team members: Cameron Adams and Dave Hearnden.
Their efforts culminated in an oversubscribed funding round, securing $1.5 million, matched by the Australian government to retain the company in Australia.
Launch and Rapid Growth
In 2013, Canva went live, offering users a platform to create a variety of designs for free. The response was overwhelming, and Canva quickly gained traction.
“Our goal was to democratize design,” said Perkins. “We wanted to make it accessible to everyone, regardless of their design experience.”
Expanding Canva’s Reach
Global Impact and Celebrity Endorsements
By 2019, Canva had facilitated the creation of nearly 2 billion designs across 190 countries. The platform also attracted celebrity endorsements from stars like Owen Wilson and Woody Harrelson. An $85 million funding round led by Silicon Valley investor Mary Meeker’s Bond Capital valued the company at $3.2 billion.
“We plan to use the additional funding to expand our team across Sydney, Beijing, and Manila,” Perkins stated. “We’re also building out Canva Pro and Canva for Enterprise.”
Competing with the Giants
This expansion strategy positions Canva to compete directly with professional design tools from tech giants like Microsoft and Adobe. With 85% of Fortune 500 companies already using Canva, Perkins is confident about the future.
“I think I’ve always put a lot of pressure on myself. While external expectations are increasing, it’s nothing compared to the standards I set for myself,” said Perkins.
Strategic Vision and Future Plans
Innovation and User Empowerment
Perkins emphasizes the importance of user empowerment through continuous innovation. Canva regularly updates its features, incorporating user feedback to enhance the platform’s functionality and ease of use.
“We listen to our users and adapt to their needs,” Perkins explained. “Our mission is to empower the world to design.”
Educational Initiatives
Beyond business growth, Canva is committed to educational initiatives. Perkins aims to make design education accessible to underserved communities, providing free resources and training.
“Education is a powerful tool for change,” Perkins noted. “We want to give everyone the opportunity to learn and grow through design.”
The Journey Ahead
Challenges and Opportunities
As Canva continues to expand, it faces both challenges and opportunities. Staying ahead of technological advancements and maintaining user satisfaction are top priorities.
“We’re constantly evolving,” Perkins said. “Our focus is on creating a seamless design experience and staying true to our mission.”
Vision for the Future
Perkins envisions a future where Canva is synonymous with design. She aims to continue scaling the platform, integrating advanced technologies like artificial intelligence and machine learning to enhance user experience.
“The future of design is limitless,” Perkins remarked. “We’re excited to lead the way.”
Conclusion
Melanie Perkins’ journey from a high school yearbook idea to a $3.2 billion enterprise is a testament to vision, perseverance, and innovation. Canva’s success story is not just about creating a business but about transforming an industry and empowering millions of users worldwide. With a relentless focus on accessibility, education, and continuous improvement, Canva is poised to shape the future of design.
