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Typito: Empowering storytellers with a platform that lets anybody become a video marketing pro

About Typito

Typito is a video design platform on a mission to enable anybody to create stunning marketing videos with professional motion graphic overlays and an award-winning online editor. Its drag-and-drop tool has over 160,000 users around the world, from small businesses to video journalists and leading NGOs. It was the only bootstrapped Indian startup with five members or less to be named a top 10 Indian Software Company on G2’s 2019 ranking.

Industries: Media & Entertainment
Location: India

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Typito migrated fully to Google Cloud in just one week, significantly cutting product release cycles and cloud storage costs.

Google Cloud results

  • Enables innovation by cutting product release cycles in half
  • Enables a startup with no venture capital funding to cut cloud storage costs by more than 50%
  • Facilitates creative solutions that contribute to a profitable business growth
  • Enables full-stack migration in one week with robust, easy-to-understand documentation

Cuts development time by 50%+ for flagship product

Five years ago, Matthew John returned home from a Cambodian trekking adventure with a treasure trove of video memories he couldn’t wait to turn into a personal action movie. But the task proved a lot more challenging than he had imagined. In particular, Matthew struggled to add captions to explain noisy scenes such as mud biking from Phnom Penh to Sihanoukville.

This inspired Matthew to launch Typito, a web-based video design platform on a mission to enable anybody with a story to create stunning videos with stylish text overlays. He felt everybody should have access to the power of video storytelling, as research shows video content projected to account for 82% of internet traffic by 2021.

“We had the coding smarts to develop this unique solution. Compute Engine, Cloud Storage, Speech-to-Text, and other solutions allowed us to make our talent take flight. In the early days, it was the startup backing from Google Cloud that empowered us the most."

Matthew John, founder and CEO, Typito

Matthew started with a team of three and no venture capital (VC) funding. To succeed, he needed affordable cloud solutions to power an intuitive drag-and-drop tool. He turned to Google Cloud and discovered both a robust toolkit and the support he needed to leverage its power.

Since then, Typito's team has grown from three to twelve. But its client base? From zero to more than 160,000 around the globe. Happy clients range from the World Wildlife Fund to best-selling author (and former US presidential candidate) Marianne Williamson. More than 200,000 videos have been created on the platform.

"We couldn't have come this far without Google Cloud support and engagement," says Matthew. "We had the coding smarts to develop this unique solution. Compute Engine, Cloud Storage, Speech-to-Text, and other solutions allowed us to make our talent take flight. In the early days, it was the startup backing from Google Cloud that empowered us the most."

Screenshot of Typito app interface

Speedy full-stack migration with zero interruptions using robust documentation

Two years ago, Typito joined a Google Cloud for Startups program due to frustrations winning startup support from their original provider. Matthew was so impressed with the depth of the guidance and engagement that he decided upon a full-stack migration to Google Cloud. That included computing, storage, and machine learning capabilities.

While excited about the switch, Matthew and his team still worried that the migration might be lengthy and complicated. And whether system interruptions would lose them customers.

Typito set aside two weeks to carry out the migration. They were amazed when the move to Google Cloud was completed in a week. Matthew attributes the speed to robust and easy-to-understand documentation that made moving complex systems a breeze.

"Everything's so much simpler and intuitive on Google Cloud compared to our previous provider," says Matthew. "And we discovered that from day one, with migration. What really helped is Google Cloud's documentation. It's bang on, just so easy for us to relate to. Especially finding out which Google Cloud features correspond to the ones on our original service, then simply switching over."

"Without the simple versatility of Speech-to-Text, it would have taken us six weeks to develop Captions by Typito. With Google Cloud, we were able to roll out in two-and-a-half weeks. And that's just one example. Being on Google Cloud allows us to consistently slash our product cycles."

Matthew John, founder and CEO, Typito

Enabling faster product launches and dramatic cost reductions with storage solutions

The migration has resulted in significant performance gains and faster development product experiment cycles for Typito, enabling the startup to grow in a thriving, profitable manner.

Last year, for example, Matthew's team introduced Captions by Typito, a flagship feature that enables customers to obtain auto-generated video captions within minutes, that can then be transformed by Typito's library of text animation templates and tools.

Speech-to-Text enabled more than accurate captioning. Its dynamic solution made it easy to integrate with Typito's own graphic animation technology, enabling a feature that allows anybody to create sophisticated captioning effects in real time.

"Without the simple versatility of Speech-to-Text, it would have taken us six weeks to develop Captions by Typito," says Matthew. "With Google Cloud, we were able to roll out in two-and-a-half weeks. And that's just one example. Being on Google Cloud allows us to consistently slash our product development cycles."

For a bootstrapped team such as Typito, a critical advantage of Google Cloud has been cost savings on Cloud Storage.

Typito needs to store huge amounts of subscriber video content, whether they're using it or not, which is a big cost burden. Even though customers would only access some video files on a daily basis, leaving others dormant for months, Typito needs to keep them all handy for retrieval at any time.

Matthew says the Google Cloud team provided Typito with a recommendation that saved it 50% in storage costs. The solution was to put seldom-used content into the more affordable Cloud Storage Nearline tier, but with a twist. Whenever a customer wanted access to a dormant file, they'd get instant access in exchange for a small fee shouldered by Typito.

The solution saved money while keeping customers happy. It contrasted with Matthew's experience with his old provider, whose lower-tier storage as he understood required a two-day wait for data retrieval which made it very inconvenient for its customers.

Typito software translating

Discovering a supportive cloud partner to foster video marketing innovation

Along with concrete performance gains, Typito has won confidence and creative inspiration from the proactive support offered by the Google Cloud team.

Typito's original cloud provider initially provided cloud credits, but it turned off the taps when Matthew explained he wasn't ready to pitch for VC dollars. At that stage, he preferred to grow the business independently, as he learned more about the video marketing industry.

"We just weren't at the point where we could radiate confidence meeting investors, since we were still figuring out ourselves how to make things work," he recalls. "But with many cloud providers, a prerequisite for extending startup credits is being VC funded. For them that's the bottom line."

The picture changed when Matthew discovered Google Cloud for Startups. He said he found a team that understood the arc of Typito's journey and was eager to support its promise.

"When I met the Google Cloud team, the conversation surrounding startup credits was very different," says Matthew. "They assured us that as long as we're putting the credits to productive use, using them in a finite time, and building stuff on top of them, they're happy to support us. That gave us a lot of confidence that we could create amazing things even as a frugal bootstrapped startup."

“With Google Kubernetes Engine, we’ve gained an opportunity to scale up and down at process level. It will be a much better reflection of the traffic we’re experiencing at any point in time. And that makes the unit economics more favorable to build a sustainable business model."

Matthew John, founder and CEO, Typito

Leveraging the power of Google Cloud solutions to create pandemic awareness across India

Typito’s role in enabling storytellers across the world is best described with the impact it has had on nonprofits and volunteer initiatives. When the first wave of global COVID-19 pandemic struck India in March 2020, the startup ecosystem in the country banded together to flatten the curve. The initiative called Startups vs COVID-19 rallied volunteers to contribute and help in any way they could through launching multiple campaigns including #ApnaDeskApnaMask, which was later embraced by the Government of India and local celebrities.

Matthew explains that Typito's ability to publish and disseminate videos at an incredible pace by people without any technical know-how made it the perfect platform to spread the word. As the team started working on ways to communicate messages related to the pandemic, they found that they needed a medium that would be easy to consume, and one that would be able to communicate the message in different languages. Typito met that brief and became the ideal tool for the social media team.

Accelerating growth trajectory with Google Kubernetes Engine and Cloud AI solutions

Typito's bootstrapping journey has produced remarkable results, empowering hundreds of thousands of video storytellers around the world, with a very small team. The next chapter in Typito's growth path? Launching Typito 2.0 which would be a more powerful and capable editing platform for prosumers, building a bigger team to accelerate product and growth experiments, and adopting Google Kubernetes Engine (GKE) to meet burgeoning scaling needs.

Google Cloud is supporting Typito's migration to GKE by teaming it up with a cloud partner. For Matthew's lean operation, GKE promises to enhance cost control as well as scaling power.

"The move to Google Kubernetes Engine will allow us to be much more on demand as a service," says Matthew. "On Compute Engine, all of our scaling was at VM level. With Google Kubernetes Engine, we’ve gained an opportunity to scale up and down at process level. It will be a much better reflection of the load we’re experiencing at any point in time. And that makes the unit economics more favorable to build a sustainable business model."

Matthew also plans to integrate more Google Cloud machine learning solutions such as BigQuery and AutoML. That will enable Typito to deploy pattern analysis to advise clients on how well videos are performing and what changes to consider for greater impact.

"Google Cloud plays a pivotal role in the second horizon of where we're heading as a platform," says Matthew. "Our mission is to enable anybody with a great story to tell it beautifully using video. With Google Cloud, we feel like there's no limit to the possibilities."

Tell us your challenge. We're here to help.

Contact us

About Typito

Typito is a video design platform on a mission to enable anybody to create stunning marketing videos with professional motion graphic overlays and an award-winning online editor. Its drag-and-drop tool has over 160,000 users around the world, from small businesses to video journalists and leading NGOs. It was the only bootstrapped Indian startup with five members or less to be named a top 10 Indian Software Company on G2’s 2019 ranking.

Industries: Media & Entertainment
Location: India