“Especially when you’re bootstrapping that new product,” Sung said in this second of three-part discussion on CineCast, a Cinedeck podcast. “Basically it felt like we were starting as a brand new startup.”
Like a startup, Cinedeck was reaching for a new audience that was unfamiliar with the company and its prior product offerings. Though they were a well-established company, they had to break through like a brand new player in an increasingly “noise-filled” marketplace. They teamed with marketing and other experts for outsourced operations and kept a large in-house development team in-house.