Recently, Hsoub acquired Picalica, the digital product marketplace I founded in 2014, where content creators could sell their work. Honestly, I delayed writing this post because I wasn’t sure what to say, perhaps due to mixed emotions or because the events that transpired over the years have become so familiar to me. However, I decided to revisit my to-do lists, notes, and everything I wrote about Picalica, and from there, I’m writing this post.
After having a child, you realize how similar the feelings are as time passes and your project grows. Although the importance between the life of a child and a project is vastly different, some emotions and moments feel remarkably similar.
A Five-Year Project
I founded Picalica in 2014 as an extension of an idea I started during my time in Syria. Back then, I launched a simple project called iStockds, where I would repost foreign design elements on a WordPress template I translated. Although I shut it down after a short period, that was the true beginning of Picalica.
After leaving Syria, despite the significant changes in my life, I couldn’t shake the idea of Picalica. I decided to move forward with the project and contacted Othman Aba Hussein, a talented programmer from Saudi Arabia. After two days, he responded with great enthusiasm, and we decided to start working on the website.
We launched the first version after six months of work, and I announced it with a tweet. Two days later, I began questioning the importance and viability of the project. In a conversation with a friend, he advised me to shut it down immediately, but I decided to continue and declared that Picalica was a five-year project.
Challenges and Difficulties
I remember the name of the first person who bought a template for $5, then the second for $10, and so on. In the first year, purchases were very rare, but I was more focused on increasing the content on the platform.
My first step to solving the biggest challenge was to think of ways to increase content. I reached out to one of my designer friends and agreed to buy some design-related content from him to be sold on Picalica. But the real solution came from developing WordPress and HTML templates, although we faced several challenges, including technical difficulties and hacking attempts.
The Golden Period
Around this time, I had a conversation with my friend Mohamed, who later became my partner for a period. I mentioned the programming issue, and we agreed that he would handle the technical aspects of the site in exchange for a partnership. That was the golden period for Picalica, as we began developing the site and expanding the team.
However, with the increase in users, new problems arose, such as stolen PayPal accounts being used to make purchases, and the theft and redistribution of templates by other websites.
Nightmares
One of the most distressing issues was websites that would steal and redistribute Picalica’s templates. The real solution was complete disregard for these sites because they would eventually disappear. Later, I decided to leave the company I founded with Mohamed and focus on Picalica on my own. Sales increased significantly, but the effort required to keep up with new developments also grew, pushing me to seek solutions.
The Acquisition Offer from Hsoub
When Hsoub offered to buy Picalica, it was a long night of decision-making. I knew that the continuation and growth of Picalica needed a company like Hsoub. Trusting in God, I made the right decision to accept the offer.
What I Learned from Picalica:
• Building a startup and sustaining it requires patience and certain skills that you only develop through hands-on experience.
• Platforms that act as intermediaries between buyers and sellers are among the most challenging types of projects.
• There’s a difference between the founder’s taste and what suits the users.
• Managing a tech project alone is difficult; you will eventually need to focus entirely on the project.
• Self-funding gives you great freedom but may slow you down compared to competitors with substantial funding.
• Direct and effective marketing for the project is irreplaceable