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Air – Bring Your Friends With You
The idea of Yevvo (recently rebranded as ‘Air’) was born in 2011 when co-founder and CEO Ben Rubin – then a 3rd year architecture student – began sensing an increasing demand for photo sharing apps on mobile: “By that time, Instagram was beginning to gain a lot of traction”, tells Rubin in an interview for Startup Camel. “And I remember thinking – how cool it would be if one day, you could take a photo on your mobile, and instantly – all your followers on Instagram could get that photo with a push notification and really be with you in that moment”.
Taking their first steps to build Yevvo through Israeli startup accelerator The Junction, Rubin and his co-founder Itai Danino raised first seed money and built an MVP.
We Woke Up One Day
When things began to pick up, Rubin decided to drop off from university to focus solely on building his dream company.
Over the next several years Yevvo grew gradually but steadily, until in May 2013 something extraordinary happened: “We woke up one day to find out that we are EXPLODING in Latin America, reaching the #1 spot in the app store in ‘small’ countries like Mexico, Brazil, Colombia and such. And the funny thing was, we were totally unprepared for all this traffic. All of a sudden, from struggling to bring new users to your app, you find yourself trying to solve problems like how to sustain 100,000 users a day”.
Yevvo managed to persevere, only to learn a few months later that its number of users is dropping. “Up until that time Yevvo was not about you, but rather – it was about you watching someone else. We pictured our product as the ‘Twitter of live video’, were celebrities and thought leaders would share their content and attract more people to ‘follow’ them. And indeed, people like Asthon Kutcher began using our app to share content, and for a while this seemed like a great idea. But the quick decrease in users taught us that we were doing something wrong. And to really build a big company – we had to reinvent Yevvo.
Listen to the podcast to find out how Ben Rubin reinvented Yevvo, and what valuable lessons he has learned on the way: