A New Market for CompaniesA PAST CAREER WORKING FOR NONPROFITS AND THEN FOR GOOGLE AND YOUTUBE, PAOLA MARINONE IS BEHIND BUZZMYVIDEOS, THE SUCCESSFUL COMPANY SELLING TECHNOLOGY AND SERVICES TO GROW WEB TRAFFIC AND MONETIZE ONLINE CONTENT
For those who upload video content on YouTube, BuzzMyVideos has become the network of reference. The business idea of Paola Marinone, sprouted while she worked for Google and YouTube, developed into a start-up and then quickly evolved into a scale-up. From its HQ in London, the company has the mission of providing technology and services to promote audience growth and monetization of online content. "There is still much room for growth", says the young entrepreneur, who graduated in Public Management from Bocconi with a thesis on non-profits in 2003, "because online video is an increasingly viral form of communication. In fact, at this stage we have opened a new line of business, which brings our technology directly to companies, publishers, creative agencies, marketing directors." Approaching this new market has broadened the horizons of BuzzMyVideos and projected the company into a more complex stage of evolution.
"At the moment, the priority is to rapidly grow in a highly competitive market, and work on the internal organization of the company, because it is a question of combining the new B2B model with the B2C one we have been working with," says Paola. For this reason, after a phase when the contribution of venture capital was very significant, the management of BuzzMyVideos has preferred not to take on external investors. "The new business line has been developed by creating partnerships because we no longer have to scale up to create corporate value, now it time to optimize operations and maximize profits," the alumna explain. «It's like being in a second start-up phase. I remember that when I joined a tech company after working for four years in the non-profit sector, I noticed that the two environments had a mindset in common, namely the desire to change the world."
by Francesco Elli
Translated by Alex Foti