Dec 10, 2007

Posted by in Enterprise, Interviews | 40 Comments

Q&A with the Founder of Sulit.com.ph : A Philippine Buy and Sell Portal

Philippine Buy and Sell SiteFilipino’s who have recently used the search engines to look for Philippine Buy and Sell sites could have easily bumped into Sulit.com.ph owing to its high rankings in the Search Engines. Which shouldn’t come as a surprise owing to the popularity of Sulit.com.ph. Because of its huge user base and the traffic generated from it, Sulit.com.ph received 10.4 million Pageviews and 1.7M visitors for the month of November alone. To add further to its accolades, Sulit.com.ph recently ran away with the People’s Choice Award for E-Commerce site in the recently concluded 10th Philippine Web Awards. Sulit.com.ph is definitely a rising star in the Philippine online classifieds scene. Whats remarkable still, is the fact that Sulit.com.ph has been around for only a year.

I got a chance recently to throw some questions at the team behind Sulit.com.ph, RJ David (developer) and his Girlfriend Arianne(Design and Testing), to get the story on how Sulit.com.ph came to be. Prior to interviewing RJ, I informed him that I have a similar Buy and Sell Site targeted at a different market, since in a way we might be competitors, he could opt out of the interview. Even with that card laid out RJ replied to me:

“No problem. I actually learned much of what to add to Sulit.com.ph by looking at similar systems. So it is not a big deal. I will be glad to share the experience to others.”

I first encountered RJ within the catacombs of the Philippine PHP User group forums. At that time Sulit.com.ph was still nonexistent. I could characterize RJ as a very amiable and helpful fellow in the forums. Someone who was eager to give Sage advice to the Noobs of PHP. I should know as I got some good advice from him when I was still starting out with PHP. I dropped out of hanging around PHPUGPH for a while, but the last thing I remembered was RJ promoting Sulit.com.ph in the Forums. Fast forward a year later and I see my wife trolling incessantly the forums of a site that looked very familiar. Sure enough it was Sulit.com.ph. I got surprised at the growth and advancement of Sulit.com.ph after just a year of existence.

To really get to understand the attraction that users get from Sulit.com.ph I had to take a step back and ask my wife, who was looking at Sulit.com.ph from a user’s perspective and not through a techie’s eye. She said that what she liked about Sulit.com.ph was:

  1. The clean and simple interface
  2. The great Javascript enhanced image enlarge on mouseover picture gallery of the products for Sale.
  3. The large amount of posts in each category.

RJ David is young at 27 years old of age. He was a former Mechanical Engineer who left his field to become a web developer. He entered the IT industry in 2003 as a Software Test Engineer then moved on to be a PHP Architect / Senior Developer in 2005. By the end of 2005 he decided to go full time with freelancing. He said that the decision to leave the security of employment was brought about by the influence of the book “Rich Dad, Poor Dad” (by Robert Kiyosaki) on him.

Aside from IT projects, he also dabbled in other forms of entrepreneurship outside the IT field. But the lack of passion in those none IT ventures led him to drop them to concentrate on web based businesses. Prior to hitting the mark with Sulit.com.ph, he had four other businesses that didn’t quite make it.

With the advent of Web2.0 phenomenon, he was inspired by how the small websites/startups, run by a few founders, made it big in the industry. By May 2006 he decided to create his own online application. He realized that the capital needed to operate and maintain a website was way cheaper than other offline ventures.

During one brainstorming session with Arianne, they came up with an idea to create a classified ads website. They initially planned to operate it for a few months to collect data then analyze it afterwards to see which category would be the most popular so that they could target that niche afterwards. After 2 months of development (around August) Sulit.com.ph was born. Officially launched in September, RJ had to grapple with work responsibilities and Server issues during the launch.

Here are his answers to the questions I threw at him: [* Author's Notes]

1. What inspired Sulit.com.ph to be created despite the fact that it already looks like a crowded webmarket?

I initially didn’t have the perception that it was already a crowded web market since it was really meant to be an experiment to gather data. Early December 2006, my girlfriend and I came to realize that there would be a nice future with Sulit.com.ph but we have to compete with big players in the local market which have already existed for years and even international classified ads with local listings were making it big locally. And of course quite a number of small and new websites trying to grab a piece of the pie in the classifieds market. Yet, the story of Craig Newmark, founder of Craigslist, really inspired me on how he created a service using a simple website for the community and ending up with the most successful and popular classified ads website worldwide. Ever since, I believed that if I can deliver a good service to the users through Sulit.com.ph, it is also possible to make it big someday.

2. How many people does it take to run Sulit.com.ph?

From September 2006 until July 2007, I was running Sulit.com.ph alone in my bedroom with the help of Arianne for a few hours at night answering forum posts, online marketing and other web design tasks after she was out of the office (she was working as project development lead in one of the banks in Makati). By August 2007, I requested her to resign from her job and help me manage Sulit.com.ph full time. Since then, I focused on System Administration, Maintenance and Development, Analytics, SEO and the business-side of Sulit.com.ph. Arianne take on the role of Web Design, Testing, Support, Marketing, Paper works and Organization.

3. Aside from the opportunity to network, what else do you think you are offering your users that makes it a cut above the rest?

  1. More exposure of ads to people actually searching for related keywords -> with 10.4 million pageviews and 1.7 visitors last
    November 2007
  2. Administrators listen and communicate with the members – Arianne and I are always visible in the forum.
  3. Continuous improvement of the website giving more and more benefits to the members. Members see and feel the improvements.
    We also implement member suggestions when it is proven to be beneficial to the majority of the members.

4. Did you experience any start up bumps during Sulit.com.ph’s early days that almost made you want to quit and throw in the towel?

A number of times.

  1. When Google penalize our website and removed us from the search engine result pages (SERPs) in April 2007. I painstakingly analyzed changes in the site from January to April and removed those which I think had an effect with the penalty. We were lucky to be back in the SERPs but I didn’t know what really caused it and those features removed never made it to Sulit.com.ph again.
  2. I am a web developer and not a system administrator. With the growth came problems with server performance due to high traffic. I ended up learning how to optimize a server in 2 days without sleep but it was all worth it.
  3. Yahoo! Mail bouncing all e-mails coming from our server and had more than 10K e-mails not sent to members. I had to learn how to “properly” setup an e-mail server and end up changing our e-mail policy and adding e-mail settings to profiles of our members.

5. What are the factors that you think helped Sulit.com.ph reach where it is today.

  1. SEO
  2. Service-oriented goal
  3. Community-driven approach

6. What methods of promotion did you use to market Sulit.com.ph?

  1. SEO, forums and directory listings
  2. RSS
  3. Recently, joining expos as media sponsor
  4. Raffles

7. How do you envision Sulit.com.ph to be 5 years down the road?

Available in different countries

8. Any sister sites in the offing after the Success of Sulit.com.ph?

“Success” might still be a far-fetched word in my vocabulary. But I do have 2 other projects in mind which I hope to start by next year after I have completed all the major functionalities that I am planning to add to Sulit.com.ph.

Currently, I have another project to be released in Dec. 10, which is targeting local entrepreneurs called Bizyonaryo.com. This project will provide the offline marketing needs of entrepreneurs which is obviously missing with the online nature of Sulit.com.ph, and a lot more. This project is created in alliance with PowerShopper, Inc. which is a provider of a unique Free Door to Door Media Bag.

* For current entrepreneurs or aspiring entrepreneurs looking for an online and offline marketing medium, check out the Sulit.com.ph Team’s : Bizyonaryo. It is a site where entrepreneurs can look to create and save cash for their business.

9. What monetization channels do you use to finance Sulit.com.ph?

  1. Adsense
  2. Direct Ads (major change by April 2008)
  3. Ex-deals with companies and individuals

*Ranked according to amount contributed.

10. What is the most active sector of Sulit.com.ph?

Buy and Sell followed by Real Estate.

11. Describe the average Sulit.com.ph user

Interests and professions are as broad as the categories in Sulit.com.ph. Regarding age, gender and location, I do collect the data but I still haven’t done any analytics but this will be available for the major change in Direct Advertising in Sulit.com.ph by April 2008.

12. Ycombinator VC, Paul Graham, believes that in order to succeed in an online venture, you must be a two man team. Case in point, Sergey Brin and Larry Page, Steve Jobs and Steve Wozniak, Paul Allen and Bill Gates, etc. Do you believe in this theory?

Sulit.com.ph is founded and being operated by a 2-man team, Arianne and I. Although I believe it should be at least 2, and one should be a techie who knows the ins and outs of the application.

13. What Offer would it take to part with Sulit.com.ph or open it up to a partnership?

Until I complete the system with the major functionalities that I plan, I don’t think it will be open up for partnership. But if ever my plan to expand to different countries pushed-through, I will definitely be looking for someone with experience to run and build a working team around this worldwide project.

Thanks to the folks behind Sulit.com.ph, for agreeing to be interviewed. Good Luck to Sulit.com.ph, Bizyonaryo as well as your other future projects.

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  1. Nice story Marc, and good job to RJ and Arianne. We should have more stories like this. Does anyone want to be interviewed?

  2. I liked the article and hope we can get more of the same from other Web entrepreneurs here in the Philippines.

    • More 100% Filipino owned Businesses is what we need.
      I think we have a lot of great ideas as well as products and services that needs to be out there.

  3. what a nice story. very informative.

  4. Hi,
    Hopefully you folks help me to promote my site as well.

    Thanking you,
    Daisy

  5. it was a nice story, proud to be a part of this community. it helps my business a lot… thank you very much

  6. Thanks Jam, Pao and Daisy :D

  7. Great stuff on Sulit, Marc! Congrats RJ! I was fascinated to find a Pinoy-made site with GMaps… I do wish Pinoy sites could have a better map though. Mapcentral should release an API, I like their maps with landmarks. That would be helpful for a lot of Sulit sellers. Plenty of mashups I could think of.

  8. two thumbs up Proffy and Ate Arianne! in high definition..

  9. hi,
    great job Sir RJ and M’am Arianne.
    more power and GOD BLESS..

  10. Hi,

    I would like to know the most recent lot value in AFPOVAI, Phase 1 area.

    thank you..

    anne

  11. this will serve as my inspiration… naks! :D

  12. San ba office ng sulit.com.ph? Makati ba?

  13. Your story about sulit.com.ph is very inspiring and the book “Rich Dad Poor Dad”. But I’ve read in Wikipedia that the book have many allegories and readers are warned of the many advice given by the author such as investing.

    But I think most of the authors statements are true for example: “The trouble with the rat-race is that even if you win, you’re still a rat.”

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  15. wow! this is truly inspiring!
    this is reminiscent of the beginnings of larry gamboa who is now very successful in real estate. i attended his seminar early this year and have started with real estate investing as well.
    i guess you can find the details in this site:

    thinkrichpinoy.com

  16. Regarding the buy and sell part of this site… It A-ok… Just don’t make a mistake upon visiting the forum site… It’s very vsry bias, unprofessional and full of bootlicking, power tripping moderators…

    Update… RJ is not sulit admin… He’s just an errand boy for his mods…

  17. Sulit.com.ph is actually doing good right now in the market. Adsense is a good driving power for the website.

  18. Wow! I am really impressed with the achievements of Sulit. I have been a regular visitor in this site and the site is remarkably good! I wonder though how much is their adsense income right now that usually when I go to their site, they have 16,000 users online! That’s really a big WOWOWOW!!!

  19. Sulit.com brings hope to Filipino People by giving them free advertisements. That’s a good way of being “Makabayan” and “Makatao”

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  22. What program did he use to make sulit.com?

  23. how long did you take to put up sulit.com.ph?

  24. Thanks for creating this post about RJ and Arianne of Sulit.com.ph success story. I’m really inspired on their success story and really wanted to feature them in my blog. Anyway I saw Bizyonaryo on it’s earlier stages but today I can’t see it anymore. What happenned?

  25. Sulit website should inspire emerging Pinoy IT entrepreneurs.

  26. Leroy Fodor says:

    SULIT CAN NOT BE TRUSTED

    The response of Sulit support team is horrible. Here is where someone did the less to an admin than george teodoro has done to a few members and their account instantly suspended, Please keep in mind George Teodoro did these same actions against me and other members and did not get suspended.

    Hi,

    Our Support Team has responded to your Support Ticket – Respect the privacy of other people. Don’t giv…:

    Hi! Leroy,

    This issue has been discussed, kindly refer to the provided a resolution about this issue I have sent you via Private Message.

    Regarding Kevinjoegarlitos account, Jcrisostomo(<–ADMIN) filed a feedback dispute regarding the negative feedback and the Support Officer

    who handled and reviewed the account of Kevinjoegarlitos found that this account was only use to give negative feedback to different

    members and was considered as an account created only to ruin other member by abusing our feedback feature.

    Thanks!

    ABUSING THE FEEDBACK FEATURE, was an instant suspension, but its ok for george teodoro to have 3 accounts, abuse the feedback feature by giving false negative feedback on other members, as well as giving himself positive feedback to raise his feedback rating score. That is ok if you pay to be sulit checked, and have sulit gold. So as you can see they only enforce their rules when it is convenient to them. not to members who may get scammed.

    And farther more the feedbak Teodoro has on his account from yackee26 is false, as he teodoro gave yackee26 positive feedback in return, now look closely and notice yackee26 got the same feedback on the same item, how is that possible. Did he sell that mountain bike to 2 people. You better wake up admins and owners, you are being played like a piano and singing teodoros tune as loudly as you can.

    It is sad that the Sulit Checked system, and the feedback feature can not be trusted with your site,

    You have overstepped your boundaries as a sales website, you allow users to abuse the fundemental tools we as members use to decide if a member is trustworthy, by allowing actions like this to go unpunished you have ruined those tools for everyone. To even defend this immoral member who has repeatedly abused every fundemental rule in your system, you have proven the Sulit website untrustworthy. Congratulations Sulit, you showed your true colors, selfishness, and no care for your members unless they pay you money.

    • nagaraya says:

      @ LEROY, AGREE BRO!MONEY MATTERS WITH SULIT!IF YOU PAY AND ABUSE U’LL NOT BE SUSPENDED. IF YOU DON’T PAY AND STICK WITH THE RULES, DEFINITELY U’LL BE SUSPENDED. CRAP!

  27. To many free post ads website now.

    All you can do is pick among of those for the most trusted website.

    • http://www.buyandsellmanila.com as a new free ads website is happy to buy sulit gold from sulit. doing so has push our rankings high in all search engines.

      sulit, is a role model for filipino websites as they have conquered pagerankings at such a short period of time.

      http://www.ayawmobiliko.com hopefully aspires to grow alongside sulit’s success. richardfos, our sulit account is a loyal SG member and is very much happy with every peso spent on keeping our ads no.1 in sulit and search engines

      congratulations to the sulit team.

  28. May nais ka bang ibenta? May Mga paupahan ka ba? Gusto mo free ads ba? E philrent.com mo na! http://www.philrent.com post your ads now!

  29. Inspiring article! Another emerging PH Online Classifieds site is ph.claseek.com.

  30. Hello everyone, welcome to the NEW PINOY ONLY #1 SWAP website in the Philippines! We have been in concept stage since the middle of 2011, then it took 1 year to assemble the features you see today! we use a totally radical approach to SWAP/BUY/SELL. if you have a business you will be amazed at the ease of use! ITS ALWAYS FREE TO USE AND ENJOY! we project to be around for good and there are already competitors using our name to compete with us but we are the original ISWAPTAYO.COM.PH!

    Please check us out at: iswaptayo.com.ph (lower case)

    Try us out today! ALWAYS FREE! thank you!

  31. It is perfect time to make some plans for the future
    and it’s time to be happy. I’ve read this post and if I could I want to suggest you some interesting things or suggestions.
    Perhaps you could write next articles referring to this
    article. I wish to read more things about it!

  32. Anna Donita Dela Cruz says:

    Hello, I’m Anna, a student from University of Santo Tomas, having degree of BS Management Accounting

    We have a reporting in our Strategic Management subject and I chose your company to be my case study. I would just like to ask a help from you. May I have a copy of your SWOT analysis? :) I cannot find it online so I thought if I can have it directly from you.

    Thank you so much and your response is highly appreciated. God bless you!

  33. Sulit Inspired Web Developers to create a website and earns in the internet

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  1. buyandsell com ph - [...] for Philippine Buy and Sell sites could have easily bumped into Sulit.com.ph owing to its high ...http://www.pinoytechblog.com/archives/qa-with-the-founder-of-sulit-a-philippine-buy-and-sell-portalBuy and Sell …
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  3. Why Sulit.com.ph is So Successful? - [...] it involved hundreds of millions. The founders were RJ David and her wife Arianne. There was a nice Q&A …

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