Annaliza E. Nebres

OOC 

Case Study 21

Charles Geschke

(Co Founder, Adobe Systems)

Charles Geschke strted at XeROX PARC with John Warnock in developing a language called “Interpress” that would allow any computer to talk to any printer. But they think the company commercialize slowly so they decided to start their own company, named Adobe. To produce a successor heir of Interpress called “Postscript”. It made possible to describe complex documents in a simple form. Geschke and Warnock partnered with Apple to create Apple’s new LaserWriter printer.  When Adobe went to public it recognizes industry leader in graphics and desktop publishing software through its type of faces and its popular Photoshop, illustrator and acrobat applications.

Geschke was part of the XEROX PARC since at the beginning. He had a task of bringing up machines that stimulated a then-mainframe computer. They built their own mainframe. They connected personal computers to laser printers. Their project Interpress was a precursor of Postscript, which was the first technology developed at Adobe. At XEROX it takes them at least seven years to bring their product out. So they decided to find other people who can help them. John’s thesis advisor introduce to them Bill Hambecht. The idea that they talked about was building Laser Printers and type-setting equipment that would produce not only text but also images. Bill help them but they need a business plan because they need to have it before he talked to the investors.

The name Adobe was originated from a creek near the house of Geschke name Adobe Creek. Soon John and Geschke quit at XEROX to start their company. The deal with dill was not taken. There’s another man called them named Bob Belleville who had been at XEROX and moved to Apple and became an overall engineering management for the Macintosh. When they talked to Steve, Steve wants to buy them but they said they’re not for sale. The3y show to Steve their business plan to raise a $2.5 million but Steve didn’t agree. So Geschke and Warnock talked to some Q.T Wiles. They told to Geschke and Warnock that they need to prioritize their customers, a business plan that focused on providing what their customers wants. After that they called back Steve, he helped Geschke and Warnock to construct a proposal to license their software. After that they began developing a Laser Printer for Apple which called “LaserWrtiter”. So they had a contract with them but Apple still bought the 20% of the company.

When the company was dropping off, he had this guy named John Scull who had the idea of getting together the three companies- Apple, Aldus and Adobe and put together a marketing campaign called “Desktop Publishing” and it turned around the whole world completely froma old analog to a digital world.

There are many things I’ve learn from Adobe first, how hard to start a company. There are many competitors, companies that wants to but you and sometimes you will faces many failures but despite of them you need to move and continue you company as long as there are people who believe in you. Second, you should think first about you customers. Raise fund that concerning all your potential customers. Third, have passion I what you’re doing, for you to be able to attain all your goals.