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Jun 2, 2017 · 18m · top-founders

678: Creative who needs work? Try Zooppa with $8m Raised and $4m+ In Creative Projects in 2016 with CEO Alessandro Biggi

Alessandro Biggi · 9m spoken Nathan Latka · 7m spoken
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In this episode of 'The Top,' Nathan Latka interviews Zooppa CEO Alessandro Biggi, exploring how the crowdsourced creative platform generates over $4 million in annual gross volume, splits revenue with 400,000 creators, and scales toward profitability.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 43.1% of the talking time here. How this is scored →

Nathan as informed peer 4.5 Guest teaching 2.0 Guest disagreement 1.3 Nathan pushing back 3.5
05100:0010:000:46–3:16 · Nathan as informed peer 4/10 Zooppa Business Model and Marketplace Overview Nathan categorizes Zooppa's business model as a marketplace and estimates an average deal size. Alessandro expands on this by explaining Zooppa's three distinct production tiers: open contests, VIP contests, and direct matching.3:17–5:39 · Nathan as informed peer 5/10 Alessandro's Transition to CEO and Zooppa's History Nathan inquires about Zooppa's history and directly asks whether Alessandro came in following a hostile founder replacement. Alessandro clarifies the company's incubator origins with H-Farm and explains the planned evolution into an open agency.5:40–7:53 · Nathan as informed peer 6/10 Equity Structure, Incentives, and Valuation Potential Nathan challenges Alessandro on accepting less than 10% equity in an existing company instead of starting a new venture after selling his previous startup. Alessandro defends his choice by pointing to Zooppa's potential valuation upside of $50M to $100M+.7:53–10:35 · Nathan as informed peer 5/10 Financial Metrics, Revenue Split, and Business Expansion Nathan drills into Zooppa's transaction volume ($4M to $5M) and clarifies the take-rate percentage, quickly deducing that Zooppa netted roughly $2M in company revenue on a 50/50 split.10:36–13:41 · Nathan as informed peer 5/10 Creator Network, Team Size, and Fundraising Plans Nathan investigates creator economics, team headcount, and path to profitability before probing the outcome of Alessandro's HarperCollins acquisition. Alessandro confirms it was a soft landing rather than a windfall exit.13:42–16:45 · Nathan as informed peer 2/10 Sponsor Break: Acuity Scheduling Efficiency Tool Nathan delivers a sponsor ad for Acuity Scheduling and moves into the Famous Five rapid-fire questions, where Alessandro shares his background and wish to have studied engineering.0:46–3:16 · Guest teaching 3/10 Zooppa Business Model and Marketplace Overview Nathan categorizes Zooppa's business model as a marketplace and estimates an average deal size. Alessandro expands on this by explaining Zooppa's three distinct production tiers: open contests, VIP contests, and direct matching.3:17–5:39 · Guest teaching 2/10 Alessandro's Transition to CEO and Zooppa's History Nathan inquires about Zooppa's history and directly asks whether Alessandro came in following a hostile founder replacement. Alessandro clarifies the company's incubator origins with H-Farm and explains the planned evolution into an open agency.5:40–7:53 · Guest teaching 2/10 Equity Structure, Incentives, and Valuation Potential Nathan challenges Alessandro on accepting less than 10% equity in an existing company instead of starting a new venture after selling his previous startup. Alessandro defends his choice by pointing to Zooppa's potential valuation upside of $50M to $100M+.7:53–10:35 · Guest teaching 2/10 Financial Metrics, Revenue Split, and Business Expansion Nathan drills into Zooppa's transaction volume ($4M to $5M) and clarifies the take-rate percentage, quickly deducing that Zooppa netted roughly $2M in company revenue on a 50/50 split.10:36–13:41 · Guest teaching 2/10 Creator Network, Team Size, and Fundraising Plans Nathan investigates creator economics, team headcount, and path to profitability before probing the outcome of Alessandro's HarperCollins acquisition. Alessandro confirms it was a soft landing rather than a windfall exit.13:42–16:45 · Guest teaching 1/10 Sponsor Break: Acuity Scheduling Efficiency Tool Nathan delivers a sponsor ad for Acuity Scheduling and moves into the Famous Five rapid-fire questions, where Alessandro shares his background and wish to have studied engineering.0:46–3:16 · Guest disagreement 1/10 Zooppa Business Model and Marketplace Overview Nathan categorizes Zooppa's business model as a marketplace and estimates an average deal size. Alessandro expands on this by explaining Zooppa's three distinct production tiers: open contests, VIP contests, and direct matching.3:17–5:39 · Guest disagreement 2/10 Alessandro's Transition to CEO and Zooppa's History Nathan inquires about Zooppa's history and directly asks whether Alessandro came in following a hostile founder replacement. Alessandro clarifies the company's incubator origins with H-Farm and explains the planned evolution into an open agency.5:40–7:53 · Guest disagreement 2/10 Equity Structure, Incentives, and Valuation Potential Nathan challenges Alessandro on accepting less than 10% equity in an existing company instead of starting a new venture after selling his previous startup. Alessandro defends his choice by pointing to Zooppa's potential valuation upside of $50M to $100M+.7:53–10:35 · Guest disagreement 1/10 Financial Metrics, Revenue Split, and Business Expansion Nathan drills into Zooppa's transaction volume ($4M to $5M) and clarifies the take-rate percentage, quickly deducing that Zooppa netted roughly $2M in company revenue on a 50/50 split.10:36–13:41 · Guest disagreement 2/10 Creator Network, Team Size, and Fundraising Plans Nathan investigates creator economics, team headcount, and path to profitability before probing the outcome of Alessandro's HarperCollins acquisition. Alessandro confirms it was a soft landing rather than a windfall exit.13:42–16:45 · Guest disagreement 0/10 Sponsor Break: Acuity Scheduling Efficiency Tool Nathan delivers a sponsor ad for Acuity Scheduling and moves into the Famous Five rapid-fire questions, where Alessandro shares his background and wish to have studied engineering.0:46–3:16 · Nathan pushing back 2/10 Zooppa Business Model and Marketplace Overview Nathan categorizes Zooppa's business model as a marketplace and estimates an average deal size. Alessandro expands on this by explaining Zooppa's three distinct production tiers: open contests, VIP contests, and direct matching.3:17–5:39 · Nathan pushing back 4/10 Alessandro's Transition to CEO and Zooppa's History Nathan inquires about Zooppa's history and directly asks whether Alessandro came in following a hostile founder replacement. Alessandro clarifies the company's incubator origins with H-Farm and explains the planned evolution into an open agency.5:40–7:53 · Nathan pushing back 6/10 Equity Structure, Incentives, and Valuation Potential Nathan challenges Alessandro on accepting less than 10% equity in an existing company instead of starting a new venture after selling his previous startup. Alessandro defends his choice by pointing to Zooppa's potential valuation upside of $50M to $100M+.7:53–10:35 · Nathan pushing back 3/10 Financial Metrics, Revenue Split, and Business Expansion Nathan drills into Zooppa's transaction volume ($4M to $5M) and clarifies the take-rate percentage, quickly deducing that Zooppa netted roughly $2M in company revenue on a 50/50 split.10:36–13:41 · Nathan pushing back 5/10 Creator Network, Team Size, and Fundraising Plans Nathan investigates creator economics, team headcount, and path to profitability before probing the outcome of Alessandro's HarperCollins acquisition. Alessandro confirms it was a soft landing rather than a windfall exit.13:42–16:45 · Nathan pushing back 1/10 Sponsor Break: Acuity Scheduling Efficiency Tool Nathan delivers a sponsor ad for Acuity Scheduling and moves into the Famous Five rapid-fire questions, where Alessandro shares his background and wish to have studied engineering.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 44.9% · guest 55.1%0:00 · Nathan 44.9% · guest 55.1%3:00 · Nathan 29.9% · guest 70.1%3:00 · Nathan 29.9% · guest 70.1%6:00 · Nathan 26.3% · guest 73.7%6:00 · Nathan 26.3% · guest 73.7%9:00 · Nathan 27.1% · guest 72.9%9:00 · Nathan 27.1% · guest 72.9%12:00 · Nathan 59.1% · guest 40.9%12:00 · Nathan 59.1% · guest 40.9%15:00 · Nathan 57.2% · guest 42.8%15:00 · Nathan 57.2% · guest 42.8%18:00 · Nathan 100% · guest 0%18:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 4:00 Alessandro rejects hostile takeover framing

Alessandro firmly dismisses Nathan's suggestion that the previous founder was pushed out in a hostile investor shakeup, explaining the company's cooperative incubator roots.

 Hardest push from Nathan ▶ 6:52 Nathan presses on low equity upside

Nathan refuses to accept Alessandro's reasoning, bluntly arguing that joining a 10-year-old firm for under 10% equity makes little sense after completing a successful company sale.

 Biggest teaching moment ▶ 1:59 Alessandro breaks down the three Zooppa models

Alessandro clarifies the structure of the business beyond a simple marketplace by explaining their open contests, private VIP contests, and direct matching systems.

 Nathan holds their own ▶ 9:34 Nathan calculates net revenue from GMV split

Nathan immediately catches the difference between 15% and 50% take-rates and calculates that Zooppa generated $2M in net revenue on $4M in gross marketplace volume.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Zooppa Business Model and Marketplace Overview 4312 Nathan categorizes Zooppa's business model as a marketplace and estimates an average deal size. Alessandro expands on this by explaining Zooppa's three distinct production tiers: open contests, VIP contests, and direct matching.
Alessandro's Transition to CEO and Zooppa's History 5224 Nathan inquires about Zooppa's history and directly asks whether Alessandro came in following a hostile founder replacement. Alessandro clarifies the company's incubator origins with H-Farm and explains the planned evolution into an open agency.
Equity Structure, Incentives, and Valuation Potential 6226 Nathan challenges Alessandro on accepting less than 10% equity in an existing company instead of starting a new venture after selling his previous startup. Alessandro defends his choice by pointing to Zooppa's potential valuation upside of $50M to $100M+.
Financial Metrics, Revenue Split, and Business Expansion 5213 Nathan drills into Zooppa's transaction volume ($4M to $5M) and clarifies the take-rate percentage, quickly deducing that Zooppa netted roughly $2M in company revenue on a 50/50 split.
Creator Network, Team Size, and Fundraising Plans 5225 Nathan investigates creator economics, team headcount, and path to profitability before probing the outcome of Alessandro's HarperCollins acquisition. Alessandro confirms it was a soft landing rather than a windfall exit.
Sponsor Break: Acuity Scheduling Efficiency Tool 2101 Nathan delivers a sponsor ad for Acuity Scheduling and moves into the Famous Five rapid-fire questions, where Alessandro shares his background and wish to have studied engineering.

Statements from this episode (12)

Assertion Not checkable as stated
Biggi: Zooppa relies on a global network of 400,000 creators
“Basically instead of having our own internal creative department, we rely on technology to engage with a network of about 400,000 creators all around the world.”
Alessandro Biggi Jun 2, 2017 ▶ 1:22
Assertion Not checkable as stated
Biggi: Zooppa project sizes range from $10k to over $150k
“When it's about open model, you know, we usually can go anywhere From, let's say, 40 K to a 150 or more. When it's more direct production, you know, you can start as low as 10 K and then of course grows grow up as a project becomes more complex.”
Alessandro Biggi Jun 2, 2017 ▶ 2:47
Disclosure
Zooppa is pivoting from a creative contest platform to an agency
“Zupa developed for many years as the contest platform for creatives. And right now, we're really, like, Pivoting, sort of developing, actually, I would say evolving as the market is also requiring us to evolve into an open creative agency.”
Alessandro Biggi Jun 2, 2017 ▶ 4:57
Disclosure
CEO Alessandro Biggi holds less than 10% equity in Zooppa
“Pretty much, yeah.”
Alessandro Biggi Jun 2, 2017 ▶ 6:14
Prediction Not checkable as stated
Biggi believes Zooppa can reach a $50M to $100M+ valuation
“I think right now there's a huge opportunity for Zupa to grow and to really make it become a big business, let's say in the 50, a hundred million or more value.”
Alessandro Biggi Jun 2, 2017 ▶ 7:17
Assertion Not checkable as stated
Biggi: Zooppa processed $4M to $5M in transaction volume in 2016
“So I would say it was around four to five million.”
Alessandro Biggi Jun 2, 2017 ▶ 8:03
Assertion Not checkable as stated
Zooppa executes 60 to 70 client creative campaigns per year
“Usually we run about 60 to 70 projects per year.”
Alessandro Biggi Jun 2, 2017 ▶ 8:13
Assertion Not checkable as stated
Zooppa retains a 50% take rate on campaign transaction volume
“No, no, we usually, as I said, we usually keep 50% for ourselves and 50% goes to the grid.”
Alessandro Biggi Jun 2, 2017 ▶ 9:35
Assertion Not checkable as stated
Zooppa operates with a team of about 25 people
“We're about 25 people.”
Alessandro Biggi Jun 2, 2017 ▶ 11:40
Disclosure
Zooppa aims to achieve self-sustainability before raising additional capital
“We focus more on on the, on being able to sustain ourselves with our on our own. I think that's definitely my goal for the year. And I think it's totally achievable, totally doable.”
Alessandro Biggi Jun 2, 2017 ▶ 11:57
Disclosure
Biggi's previous startup 20Lines raised $1M before expanding to SF
“We started in Italy, and then we raised about a million. We went to San Francisco.”
Alessandro Biggi Jun 2, 2017 ▶ 12:53
Disclosure
HarperCollins' acquisition of Biggi's startup 20Lines was a soft landing
“Yeah, no, no, definitely. It was more of a soft landing.”
Alessandro Biggi Jun 2, 2017 ▶ 13:33
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