[Editor's note: This is another in the series of Colorado success stories - profiles of the companies of our clients and friends as told by the CEOs]
From
the moment you meet Ray Schiavone, CEO of Quark, you
see his energy, passion, and enthusiasm. He certainly has needed all that passion
and determination over the past six years as he led the dramatic transformation
of Quark into the digital age. Quark, founded in Denver in 1981 was the market
leader in desktop publishing software for the print publishing industry – at
one point dominating their market. Through a series of missteps, a lack of
attention to innovation, some insensitivity to customers, and a failure to
adapt to a rapidly disappearing print publishing industry, the company lost its
luster in the early 2000’s and its market share tumbled. It was into this
environment that Ray Schiavone entered when he joined Quark in 2006.
Mead: Why did you join
Quark?
Schiavone: I
was with General Electric for 14 years and worked my way up to the executive
ranks. I was asked to run a start-up business for GE – a SaaS (Software as a Service)
business for indirect purchasing. We grew the business rapidly and received an
unsolicited offer to buy the company within the first 24 months. It was then
that I caught the entrepreneurial ‘bug.” Next, I went to a VC-backed venture,
Arbortext, where we more than doubled the revenue in 4 years. I joined Quark
because I saw an opportunity to leverage Quark’s technology amid the shift to
digital and other forms of print. It was a well-known brand with great
technology but no clarity of vision or strategy of where to take it.
Mead: What was your initial
focus?
Schiavone: We needed to create a culture of innovation;
the company needed to be re-invented. Many of the senior managers had been with
the company for a number of years and thought that since Quark had previously owned
the market that we should double-down with products in the print publishing
industry. I knew that in order to be successful we needed to shift our strategy
to digital. As Wayne Gretzky said, we
needed to skate to where the puck was going, not to where it had been. To
accomplish this, I needed to be certain that everyone was on board with our strategy
and direction. It took some time to overcome
resistance to change, eliminate the “not invented here” syndrome, and to get
the team aligned. Quark had revolutionized print publishing with its desktop
software. It became our mantra to revolutionize publishing again – in digital
media.
Mead: What have been the biggest challenges?
Schiavone:
Changing an entrenched culture to a culture of innovation and trying to find
ways to invest during the most challenging economic downturn since the
depression. We spent 2007 promoting the new
strategy and launched it in 2008. Then, in late 2008, the downturn hit and in
2009-10 we restructured and invested in the new direction (reallocated
investment to our digital strategy). The transition was especially difficult, because,
while we were investing in digital, the print side of the business was
declining rapidly. The down market forced us to diversify our product line and
client base and it probably accelerated the shift by five to ten years.
Mead: What is your strategy for differentiation?
Schiavone: It is Quark’s intent to be the leader in digital
publishing. We have created an end-to-end solution for enterprise publishing,
meaning that we address the content lifecycle from creation to delivering the output
to mobile phones and the iPad. What that means, in one example, is that an
enterprise customer can integrate print and digital workflow and automatically
push the print-ready content to the iPad, phone, and Web with the push of a
single button. We partner with the technology providers that are at the heart
of most enterprise infrastructure, such as Microsoft and IBM. We offer the
tools that are helping designers to be a part of digital publishing.
Mead: Did the transition
also involve some acquisitions?
Schiavone: In
2008, we acquired In.Vision, which had XML authoring software which helped
Microsoft Word users create reusable XML content for our digital publishing
solution. In 2011, Quark itself was acquired by Platinum Equity, which provided
us the capital to grow. Then in May 2012, we bought Mobile IQ, creator of
PressRun™, a cloud-based publishing solution for delivery and interactive
experiences across tablet and mobile channels. Both of these acquisitions
provided Quark with some of the new tools, technologies, and competencies
necessary to execute on our strategy.
Mead: Describe Quark’s
culture today.
Schiavone:
It’s
one of innovation. The team is
empowered to take a chance, they can change things. We are open to taking
risks. We’ve failed a few times, but we keep focused on innovating to solve
customer problems. This is driving our
growth today. .
Mead: What are the
challenges to current growth?
Schiavone:
We
feel like we’ve got the best solution in the market today. Our challenge is to get the word out.
Mead: Ray, what lies ahead for Quark?
Schiavone:
We’ve
made great progress and have built a great team. We grew enterprise revenue 30%
in the past year and we anticipate growing another 30% in 2013. We will
continue to innovate in our markets, and expand functionality to become the
comprehensive solution in financial services, government, and high tech
manufacturing. It is our ongoing objective to help them continue to transform
customer communications, develop new revenue streams, and reduce their costs by
automating the delivery of customized, intelligent communications across print,
the Web, and digital media.