Microsoft Case Study on Docstoc
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Description
The following is a case study that was put out by Microsoft about Docstoc.com and how the company has leveraged Microsoft Technology to grow its business.
Document Sample
Executive Case Study
Popular Website Entices
15 Million People to Swap
Documents Online
―Startups often have no way of knowing which direction their
companies will go, and a Microsoft foundation provides the
freedom to build a code base that can do anything.‖
Jason Nazar, Chief Executive Officer, Docstoc
Customer: Docstoc In summer 2006, Jason Nazar was a busy grad student in business and law school and
Customer Size: 15 employees found himself constantly searching for sample contracts, business plans, and other
Country or Region: United States documents to complete assignments. ―I thought that there should be a place online
Industry: Professional services where you could find any type of document you wanted for free,‖ Nazar says.
Customer Overview Even though Nazar had no technology or web experience, he had launched startups
Docstoc is a document-sharing and publishing before, so he decided to fill the void by creating his own document-sharing web
Web site that enables users to upload and share all company. With business partner Alon Shwartz, they chose Microsoft software as their
types of documents, from business plans to land website foundation. In September 2007, Docstoc was selected to debut its site at the
deeds. Publishing companies and others also use prestigious TechCrunch40 Conference, which profiles noteworthy startups, products,
Docstoc technology to embed documents in their and websites. The Docstoc site then launched publicly in November 2007. Today, Nazar
websites while still storing the documents on the is Chief Executive Officer and Shwartz is Chief Technology Officer of the Santa Monica,
Docstoc site. Founded in 2006 by Jason Nazar and California–based company, which employs 15 people.
Alon Shwartz, Docstoc is based in Santa Monica,
California. Worldwide Document Sharing and Publishing
Docstoc is a user community for sharing all kinds of documents, from business plans to
Business Results prenuptial agreements and everything in between, including marketing presentations,
Sophisticated platform for accommodating legal contracts, white papers, lesson plans, balance sheets, and more. Using Docstoc,
complex web processes users can upload their documents to promote and share them for free—or charge for
Scalability to handle millions of documents them if they want. Visitors can search, preview, and download millions of legal, busi-
Low startup costs ness, technology, educational, and creative documents. ―Having your professional
Fast time-to-market documents in a public forum can help you build new business relationships and
Easy to take site in new directions advertise your product to millions,‖ Nazar says. Docstoc has even begun sharing
advertising revenues with document owners, to incentivize them to share more.
Profiles
Chief Executive Officer But Docstoc is more than just a document-sharing site. Docstoc is also a publishing
Chief Technology Officer and syndication platform that provides companies with the underlying technology
needed to display documents on websites and blogs. For example, instead of sending
documents as bulky email attachments, many organizations now use Docstoc as a
place to store documents that they want to share. Individuals simply send colleagues
a Docstoc link or embed the document in the body of an email message so that
recipients do not have to download it.
Publishers such as the Huffington Post, New York Times, and Wall Street Journal use
Docstoc to embed documents in their websites in this way. In fact, about 15 million
people a month view Docstoc documents without even knowing that they’re visiting
Docstoc. As of early 2010, another 20 million people a month visit the Docstoc site to
browse through the 15 million documents currently stored there.
Executive Case Study
Powerful, Scalable Foundation
Nazar and Shwartz had good reasons for building Docstoc on Microsoft software. ―It
was clear that there were only two options for building a platform like Docstoc: the
Microsoft .NET Framework and Java,‖ Shwartz says. ―Docstoc has very complex proc-
―On top of the flexibility esses running beneath the surface, including search, categorization, document con-
version, e-commerce, and more. We needed a sophisticated platform with which we
and scalability, we’ve could perform all these functions, plus accommodate whatever the future might bring.
If we had used a web-focused language such as PHP, we would have been limited to
found that the .NET just web technology, whereas Docstoc is much more. It was pretty clear that if we
Framework is one of the wanted something that was powerful and scalable, building on the .NET Framework
was the right solution.‖
fastest platforms
Their decision was confirmed when Nazar and Shwartz subcontracted the initial site
available from a code development to an independent development shop in India, which concurred that the
execution standpoint. Microsoft .NET Framework was its recommendation.
This is important in ―Plus, our Microsoft infrastructure can scale to accommodate the terrific growth that
we’ve seen,‖ Nazar adds. ―On top of the flexibility and scalability, we’ve found that the
giving visitors a great .NET Framework is one of the fastest platforms available from a code execution stand-
experience.‖ point. This is important in giving visitors a great experience.‖
Jason Nazar, Cofounder and Chief In addition to Microsoft .NET Framework 3.5, Shwartz’s development team used the
Executive Officer, Docstoc
Microsoft Visual C# 2008 programming language in the Microsoft Visual Studio 2008
development system to create and continuously enhance Docstoc. The web, applica-
tion, and database servers run the Windows Server 2008 R2 Enterprise and Windows
Server 2003 operating systems.
Low Startup Costs
Nazar and Shwartz significantly reduced the cost of launching Docstoc by participating
in the Microsoft BizSpark program, which provides enterprise-caliber development
tools and server products to startups for a period of three years. ―Using BizSpark, we’ve
been able to save many thousands of dollars on software licensing at a stage of our
growth when every dollar counts,‖ Nazar says. ―We used these savings to hire more
developers and buy more servers.‖
In addition to access to full-featured development software, Microsoft BizSpark offers
opportunities for qualifying startups to get support from business incubators, inves-
tors, advisors, government agencies, and hosters that can provide a range of resources.
It also provides visibility to potential investors, clients, and partners. Nazar has become
a BizSpark evangelist in the Southern California startup community, encouraging other
young Internet companies to take advantage of professional-caliber web software with
a three-year reprieve on licensing fees.
―We Feel Like We Can Do Anything‖
In addition to the power and scalability of the Microsoft development suite and the
head start provided by the BizSpark program, Shwartz and Nazar like the freedom
provided by a Microsoft-based foundation. ―We feel like we can do anything with
Microsoft,‖ Shwartz says. ―In just a little over two years, we’ve built a lot of stuff using
a very small development team. We can leverage reusable code, and we can plug in
any other programs that we want.‖
Executive Case Study
For example, Docstoc chose to use the open source MySQL database software for the
site, and stores documents in the online Amazon Simple Storage Service (S3). ―There
are great products in both the Microsoft and open source worlds, and we want to use
the best solution for the need,‖ Shwartz says. ―Microsoft does not limit us; it provides a
great collection of tools that lets us build and use what we need.‖
Nazar observes that many web developers choose their development platform based
on their initial need: a website, a desktop application, a plug-in. However, more and
more, customers end up needing all these things. ―A company may start out with a
traditional website and then find that they need a mobile version of the site or a way to
make the desktop experience more compelling,‖ Nazar says. ―They may find that they
need to add back-end capabilities such as integration with business systems. Startups
often have no way of knowing which direction their companies will go, and a Microsoft
foundation provides the freedom to build a code base that can do anything. We know
that we can take our company in any direction with Microsoft.‖
Please continue reading for profile perspectives.
Chief Executive Officer Profile
C
CEO Answers ―Why Microsoft?‖ with Investment, Scalability,
and Accountability
Jason Nazar, Cofounder and Chief Executive also tools that will take us where we need to
Officer (CEO) of Docstoc, is active in the go in five years.‖
Southern California Internet startup com-
munity, and he is often questioned about As CEO, Nazar also feels reassured that he is
his decision to build his website using associated with a company that is account-
Microsoft software. ―Technology people able and available. ―As we grow, it’s impor-
tend to be religious about their allegiance tant to know that we can pick up the phone
to different software camps,‖ Nazar says. and call our Microsoft evangelist, and he will
―Frankly, programming languages seem to connect us to anyone at Microsoft we need
go through fads. As a CEO, though, I’m to talk to, versus a faceless open source
focused on growing a healthy business.‖ community,‖ he says. ―Microsoft is a great
partner for us to have in the long term.‖
Why Microsoft for the Web?
―If you want to be an agile, fast-moving web Business Results
startup, you have to know that anything you Flexible software foundation for any
can do with open source, you can do with business need
Microsoft,‖ Nazar says. ―Plus, there’s peace Continuous Microsoft investment in its
of mind that comes from knowing that your software for constant improvement
Jason Nazar
technology partner is making substantive Cost-effective software that makes
Cofounder and Chief Executive Officer
investment in tools and products. Microsoft optimum use of underlying hardware
Docstoc
isn’t going anywhere, and it really listens to resources
the web community.‖ Great accountability and availability from
Before becoming Cofounder and Chief
Executive Officer of Docstoc, Jason Nazar Microsoft
was a partner at Venature, a consulting Microsoft development software is tech-
group focused on accelerating the growth nically up to whatever the web demands,
of new ventures. There, he worked with according to Nazar. ―When you’re uploading
dozens of tech companies to improve their tens of thousands of documents a day to
sales and prepare them for financing. He your site, you need to have a scalable solu-
holds a bachelor of arts (BA) degree from tion,‖ he says. ―You don’t want to just throw
the University of California at Santa more servers at the growth. Every server
Barbara, and dual master of business adds a lot of extra expense to the bottom
administration (MBA) and juris doctor (JD) line—not only the cost of hardware but also
degrees from Pepperdine University.
the cost of power, cooling, and real estate.
We don’t want to add 50 servers if we can
―If you want to be an agile, fast-moving
add 10. I want smart technology that can
web startup, you have to know that
take full advantage of every ounce of
anything you can do with open source,
you can do with Microsoft.‖ processing power, and the Microsoft .NET
Framework is one of the best platforms
out there for engineering smart web
applications.‖
Extensible Technology,
Available Support
With continuing Microsoft investment in
web development software, Nazar knows
that Docstoc will have what it needs as the
company continues to expand and add new
services. ―Microsoft has a great arsenal of
tools—not only what we need today but
The biggest cost to an Internet company Shwartz’s team used the Microsoft .NET
is its software developers, not software Framework to build a whole suite of tools
licenses or cases of Red Bull energy drink, for uploading, previewing, storing, securing,
says Alon Shwartz, Cofounder and Chief and embedding documents.
Technology Officer of Docstoc. He says
that’s why it’s critical to get the greatest Docstoc makes its application programming
possible payback from that investment. interfaces (APIs) available to partners so
they can easily upload documents to
―New ideas are coming up all the time,‖ Docstoc or their own websites and create
Shwartz says. ―You don’t want to realize that new Docstoc-based applications. ―There is a
you need to hire new talent because your website above and APIs below that enable
current platform, technology, or develop- many partners to use our technology to use
ment language cannot be used to build the and embed documents on our site, as well
latest new thing. That will slow down the as on their sites,‖ Shwartz says. ―Basically,
business while you find the expertise and imagine that every site that deals with
Alon Shwartz have them learn your business.‖ documents can show the actual document
Cofounder and Chief Technology
preview instead of a link.‖
Officer
Docstoc
Flexible, Agile Development Team
Docstoc, a website that offers millions of Business Results
Alon Shwartz is Cofounder and Chief free documents and serves as a clearing- Versatile development team
Technology Officer of Docstoc. Prior to house for the consumer, corporate, and Extensible development platform
founding Docstoc, he was a Product publishing worlds, has avoided this problem
Manager at MySpace Karaoke, and both by building on Microsoft software. ―With the
Vice President of Product Management Microsoft platform, our development team
and Vice President of Engineering at is incredibly versatile. Developers can jump
software developer Synthean, where he between web, desktop, server, and service
built and managed the engineering team projects using the same set of tools,‖
and created new products. Shwartz has a Shwartz says.
bachelor of science (BS) degree in math
and computer science from Ben-Gurion ―In a small company, we can’t afford to have
University of the Negev.
islands of specialists—a couple of people
who know PHP or the Ruby programming
―With the Microsoft platform, our
language for the website, and some that
development team is incredibly versatile.
know C++ for the back end. If you end up
Developers can jump between web,
desktop, server, and service projects with a development team that speaks
using the same set of tools.‖ different languages, you’re in big trouble
when a key person leaves,‖ Shwartz adds.
―With a Microsoft-fluent team, we can move
people between projects and between the
front and back end of the website, without
putting developers through a learning
curve. Our staff is more flexible, which helps
the business be more agile.‖
Extensible Development Platform
If Docstoc was a static website, Shwartz
might have felt comfortable going with
open source tools. But Docstoc is more a
business platform than a website, and it’s a
place to publish, buy, and sell documents.
For More Information Microsoft Web Platform
For more information about Microsoft Design, develop, and deliver innovative web
products and services, call the Microsoft solutions for your business. The Microsoft
Sales Information Center at (800) 426-9400. Web Platform offers all the tools, technol-
In Canada, call the Microsoft Canada ogies, and server software necessary to
Information Centre at (877) 568-2495. create satisfying web experiences.
Customers in the United States and Canada
who are deaf or hard-of-hearing can reach To learn more, go to:
Microsoft text telephone (TTY/TDD) www.microsoft.com/web
services at (800) 892-5234. Outside the 50
United States and Canada, please contact
your local Microsoft subsidiary. To access
information using the World Wide Web,
go to:
www.microsoft.com
For more information about Docstoc
products and services, visit the website at:
www.docstoc.com
Software and Services Links
Microsoft Server Product Portfolio www.microsoft.com/net
− Windows Server 2008 R2 Enterprise www.microsoft.com/visualstudio
− Windows Server 2003 R2 www.microsoft.com/bizspark
Microsoft Visual Studio
− Microsoft Visual C# 2008
Services
− Microsoft BizSpark program
Technologies
− Microsoft .NET Framework 3.5
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Document published June 2010
Shared by: Jason Nazar
Jason Nazar
Ceo
About
Jason is the Co-Founder and CEO of Docstoc.com, the premier online destination to start and grow small businesses. Before starting Docstoc, he was a partner in a venture consulting firm in Los Angeles where he worked with dozens o
(More...)f startups. He holds have a BA from UCSB and his JD/MBA from Pepperdine University, where he was the Student Body President of both Universities.
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