#2270 Zillow laid him off, so he started his own company
Nov 22, 2024
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John Doherty, a serial entrepreneur and digital marketing expert, shares his journey from being laid off at Zillow to founding Credo, a digital agency matchmaking firm. He reveals the emotional process of building and selling the business in seven years. John discusses launching EditorNinja, a service for outsourced text editing, driven by his passion for content. The conversation delves into navigating business challenges, the power of networking, and balancing AI with human editing in content marketing for enhanced quality.
John Doherty transformed his layoff from Zillow into an entrepreneurial journey by founding Credo, a matchmaking agency for digital marketing.
After selling Credo, he launched Editor Ninja, providing outsourced editing services to address the increasing demand from content creators.
Doherty emphasizes the significance of sustainable business models and relationship-building in driving long-term success in the entrepreneurial landscape.
Deep dives
The Journey of Credo
John Doherty recounts the inception and evolution of Credo, a marketplace for connecting clients with vetted digital marketing agencies. Initially launched as a side project while working for an agency, Credo quickly gained traction, providing a high-touch matchmaking service for businesses seeking SEO and other marketing help. However, after nearly a decade in operation, market dynamics shifted due to increased competition and rising costs associated with digital advertising, leading to stagnation in growth. Ultimately, Doherty decided to sell the business, which coincidentally closed seven years to the day after he was laid off from his previous job, marking a significant turning point in his career.
Transition to Editor Ninja
Post-sale, Doherty founded Editor Ninja, a service providing on-demand editing for content creators, particularly as a response to the changing landscape of content production post-pandemic. The idea was sparked by witnessing a growing demand among content marketers who were left short-handed as many editors were laid off during that period. By leveraging the foundational skills and insights gained from his previous business, Doherty aimed to streamline the editing process for agencies and freelancers alike. Within months, Editor Ninja became not only a viable business but also a fulfilling endeavor for Doherty, contrasting sharply with his experiences at Credo.
Business Models and Lessons Learned
Throughout the development of both businesses, Doherty discovered the importance of sustainable business models, especially regarding client retention and revenue stability. At Credo, the original commission structure created high churn and unpredictable revenue streams, prompting a switch to a subscription model that proved more effective. Editor Ninja adopted a similar subscription approach, allowing clients to hire editors seamlessly and giving them the flexibility to scale their services as needed. These adaptations highlight the critical need to evolve business strategies in response to market demands, ultimately ensuring long-term success.
Navigating the Impact of AI on Content Editing
With the rise of AI-generated content, Doherty recognized an opportunity to position Editor Ninja as a human-led editing service that enhances AI output. By embracing the dual significance of AI and human editing, he aimed to address concerns within the content market about the quality of AI-generated material. This strategic focus on maintaining a human touch while utilizing AI tools allows Editor Ninja to cater to a wide range of clients, from individual creators to large agencies looking for reliable editing solutions. Additionally, the service's responsiveness to client needs positions it as a vital partner in the world of content marketing.
Building Relationships for Growth
A key strategy that Doherty emphasizes is the importance of building and maintaining relationships within the entrepreneurial and marketing communities. Through social media engagement, networking events, and professional interactions, he has cultivated a network that generates referrals and positive word-of-mouth. This approach not only aids in client acquisition but also fosters a collaborative environment where sharing knowledge and experiences benefits all parties involved. By focusing on genuine connections, Doherty reinforces the idea that relationships are invaluable assets in driving business growth.
Zillow laid him off. So John Doherty launched Credo a digital agency matchmaking firm. Exactly 7 years later — to the day — he sold the company.
This is the story of how he built and sold Credo, and how he’s building his latest company, EditorNinja, which offers outsourced text editing.
John Doherty is the founder of Credo, which matches digital agencies with clients. After an exit in 2022, he built his professional editing/SEO service EditorNinja. When he’s not doing that, he disconnects from everything tech and goes skiing.
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