In 2011, Jimmy Jakobsson and Henrik Almskoug decided to leave their jobs to set up their own company after realising the potential of Facebook as a tool for businesses. They believed that the social network would become the obvious platform for businesses to reach out to its customers. They founded Ingager from nothing and the company has since grown to over 100 clients in 50 different markets, 75 employees and an annual turnover of SEK100m. The company has offices in Stockholm, Oslo, Berlin and is currently expanding to the UK and London.
Jakobsson, CEO and co-founder, spoke to the LINK about the journey the company has made so far and what he has in store for the future.
How do you explain what Ingager does in one or two sentences?
With the target to generate a real effect, sales, from the Facebook platform we create content and reach based on data. We do this with help from our technology. We operate in a global market.
What is your background before founding Ingager?
Since high school, media has been a huge interest for me, especially magazines and newspapers. I tried to learn as much as possible about the subject at university and then I tried to get a job at the largest papers. Unsuccessfully. So, I heard about Google Adwords, sought to master that and after a while, Facebook got my attention.
How was the idea of Ingager born? What was your inspiration?
Experts love to talk, and they love BIG strategies. I like to try things on my own, see if it works and how to do it. My business partner, Henrik and I did not believe in the experts. We had other ideas about how to get the most out of the Facebook platform. So, we said goodbye to our jobs and just started on our own.
Tell me about the journey of Ingager from being founded to where it is today?
We built this business from scratch without money and it has grown organically, step by step. It is still a small company but we are profitable. The turnover is over SEK100m and the number of employees keeps growing. I think we are something like 75 people now. We have been so focused all the way. Just Facebook, just real results. But I want to go faster, much faster. I love the idea that 75 people can pay for their home, food, fun and life based on money that we create together from this massive platform. That is also a real result.
Why are Facebook important to companies? And is it important for all companies?
It is a fantastic platform. It is massive and it offers tools that help companies to be relevant and build relationships with its customers. There is nothing else like it right now. Look at Snapchat, they try, but they struggle. So, yes, it is important to understand Facebook.
Along the way, what have the challenges been?
I don’t know; maybe I don’t remember. It doesn’t matter. We try to focus on positive things and growth.
Have you made any mistakes along the way?
I try new things every week. Most of it costs money and time. That is a way to stay ahead I guess.
Any advice for someone who wants to start up their own company?
Think bigger, go faster and do not focus on Sweden. It is both harder and more rewarding than I thought it would be.
Why did you decide to expand into the UK?
It is the toughest market in Europe. We love London, we need to be there to attract the largest European and American clients.
What is the best part of your job?
I have amazing clients, a great team, and a supportive board. I am very privileged, I never work and I always work.