Jessica Gardner Reporter

Jessica covers Australia's technology start-up scene, writing on breaking news and trends in entrepreneurialism, media and marketing. She was previously named Australia's best New IT Journalist for 2011.

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Stay: Tips for staying at home

Published 23 August 2012 04:35, Updated 23 August 2012 10:56

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Take advantage of developer talent #1: Atlassian is typical of the dominance of the BRWBest Places to Work list by technology companies. “There’s less competition from places that really good engineers want to work [at],” Atlassian co-founder Mike Cannon-Brookes says.

Take advantage of developer talent #2: Shoes of Prey chief technology officer Mike Knapp guest lectures at the University of NSW. “We’ve ended up hiring about three full-time UNSW grads and another three part-timers who are still studying,” co-founder Michael Fox says.

Use the networks you already have. To perfect 99dresses, Nikki Durkin needs to be in constant contact with potential female customers. “There are hardly any girls in the Valley,” she says. “Here, if I want to test something [on the website], I’ve got girlfriends.”

Australia may not be a tech hub, but that can help B2B software outfits. “We have a diaspora of companies and what’s interesting about that is they have very different needs . . . We [are solving] very real problems [for] very real customers,” Cannon-Brookes says. “I always feel like that’s one of our strongest advantages that’s undersold.”

Embrace the power of the internet! BugHerd founder Alan Downie notes that many businesses want to go after the large US market first but for global ambitions “we have just as much reason to be in Brazil!”

For mature B2B outfits, don’t assume your first expansion has to be to the US. Melbourne construction software outfit Aconex opened offices in the Middle East, Asia and Europe before opening in the North America later.“We ignored the US [initially],” Aconex’s Leigh Jasper says.

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