Annaliza E. Nebres

OOC 

Case Study 23

David Heinemeier Hansson

(Partner, 37 Signals)

David Heinemeier Hansson was one of the partners of 37 Signals from a consulting company to a product company. The company’s first product was Basecamp, an online project management tool, which he wrote. Some of the companion products that he also wrote are Backpack, Ta-da List and Campfine. Ruby on Rails was one of the most popular tools among web developers.

27 Signals was a web design shop founded by Jason Fried that transforms itself to a product company from a consulting company with the creation of Basecamp. Heinemeier Hansson work as a contractor at 37 Signals while he was finishing his Bachelors Degree. Heinemeier Hansson did the programming. They realize that they needed a tool to manage the client project process. They got curious what would happen if you took the blogging idea and applied it to a project management. The first project of Basecamp was the Blog. Heinemeier Hansson says that people were impressed in all the staff that they didn’t do. All other product or company tried to do everything while the consumer wants only a simple and easy to manage prosuct. They build a software that they really needed and easy to use

There are other companies that have tried to do similar things like them. Heinemeier Hansson does the project weblog, milestone tracking, file and to-do list sharing. BAsecamp was not the focused when they made it. All they want was a tool for creative services, business and you don’t need to pay anything in the fist sign. They start from paying nothing to paying very little.  

Before they launched they had a problem with the bank. The bank didn’t allow them to sell their services that they promise to pay in the entire year because the bank is on the hook for the money, so they pushed back the launching of their product so instead of yearly they charged monthly. Also one of their mistakes is when they didn’t consider Time Zone. It was a big important for the firms to have a specific time. It is because Heinemeier Hansson was the only programmer that days and also the system administrator of Basecamp.

While doing the Basecamp he also had a side project the Ruby on Rails. They only have ten hours to work on Basecamp, so the rest of his time he spent in seeking tools that can help in productivity. They finally launched the Basecamp on February 2005. After launching they have major updates with 30days of new products. For them to continue in success they don’t end in launching the product, they keep on publishing to show that product is alive.

There are times when Heinemeier Hansson wants to give up but they think it positively. They think on how it will help lessen their work. 37 Signals and Basecamp had never been acquired by other company because every time someone will offer them, they frankly say “NO”. Their team stay, only one person was added on them.

There are many things that I’ve learned from Basecamp and 37 Signals, first, it is difficult to do two projects in the same time but despite of all difficulties you will have perseverance to continue what you’re doing. Second is there are too many problem that you will face in developing and launching the products. If I where in the shoes of Heinemeier Hansson I will suggest to hire immediately another people who can help me in programming so there will be more work and job to be done.