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Incomedia was founded in 1998 as a start-up, even a tad ante-litteram at the time, entirely made in Italy and entirely dedicated to software technology, a story worth telling because the experience of the founders, brothers, Federico and Stefano Ranfagni, (in the photo) contains elements that may be useful to those who today are making digital start-ups starting from Italy and with the ambition to become international.
“We were not born in a garage like the Silicon Valley start-ups, but very close,” Federico Ranfagni tells Startupbusiness, “we were born in a tavern that was the first place where our software was created. From the beginning, we had a very clear conviction: technology had to be at the service of people and not vice versa. The idea was to create tools that would allow anyone to express themselves online, even those with no programming skills. This spirit led us to develop WebSite X5 in 2000, when a friend asked us if there was an easy way to create a website without having to write code. Since then, our goal has been to build solutions that make web creation accessible to everyone, with a simple but powerful approach. My journey in the technology sector started when I was still very young. Ever since I was a child, technology has always aroused great curiosity in me. I was fascinated by how it could improve people’s lives, and this led me to want to create something of my own. Together with my brother Stefano, we thus decided to found Incomedia with the idea of developing software solutions that could make technology accessible and useful to everyone, even non-experts’.
Made in Italy vision applied to software
“For us, being a made in Italy company means focusing on quality, creativity and attention to detail. We believe that these values are what distinguishes Italian products around the world and that they represent a competitive advantage also in the technological field. Our focus on simplicity and elegant solutions reflects Italian tradition, combined with a constant commitment to innovation. We are proud to export not only software, but also the concept of Italian creativity.”
The Italian contribution to technological innovation has deep roots, and a historical example is Olivetti, which was based in Ivrea, where Incomedia was also born. Olivetti was not just a typewriter factory, but a forerunner in combining design, technological innovation and attention to social impact. “This approach inspired us to create software such as WebSite X5, which combines creativity, functionality and simplicity, seeking to carry on the tradition of excellence that Ivrea represents”.
The origin of WebSite X5 and its evolution
“The idea for WebSite X5 was born in 2000 in rather random circumstances. During a conversation with a friend, I was asked if there was an easy way to create a website without being a programmer. That question got us thinking: the answer was not there, but we could create it. From there, the development of WebSite X5 began with the aim of making the creation of a website easy and intuitive, using a five-step process. The first steps were to put together a team with the right skills, develop a prototype and test the effectiveness of the concept with users without technical experience. From there, we realised that it could become a revolutionary tool, capable of democratising website creation’.
WebSite X5 was designed with a clear objective: to enable anyone to create a website, regardless of technical skills. Its main features include a guided five-step process, hence the name WebSite X5, an intuitive drag-and-drop interface, and an extensive library of predefined templates. There is no need to write code: everything is designed to be immediately understandable. The modular structure and the integration of e-commerce tools have enabled users to build complex sites easily, with professional results.
Localisation and internationalisation
WebSite X5 has been localised into 22 different languages and is now sold in over 120 countries. What were the biggest challenges faced and overcome in adapting the software to different cultures and markets: “The localisation of WebSite X5 was an interesting challenge, especially considering the different cultural sensitivities and market requirements specific to each country. The first step was to translate the software into 22 languages, but the real challenge was to make sure that the interface and functionalities were adaptable to the habits and preferences of each market. We had to face cultural barriers, different regulations and find the right approach to support our customers in a customised way in each geographic area. Being flexible and listening to the needs of our users was key to adapting and growing in all these markets. Our international strategy has been based on localisation, accessibility and partnerships. A key step was to reach agreements with large distribution chains to bring WebSite X5 to the shelves of computer shops in many countries. We calculated that WebSite X5 was on the shelves in over 10,000 shops worldwide. This allowed us to quickly reach users in different areas of the planet. Of course, today the landscape has changed, and more than 90 per cent of sales are through our website, but this initial base gave us a great boost to build our global brand. Today, 80% of sales, out of a total turnover of around 1.5 million euros, are to international customers: “The first element that proved to be fundamental was having created a team of people within Incomedia who had, like us, an international vision and not limited to national borders, people with excellent language skills but above all the desire to get involved in an international context and the pride of seeing a product made in Italy made and created by them sold in the most remote countries in the world. Without these people my brother and I could not have done what Incomedia did. The second element was moving physically in the true sense of the word, visiting partners, going to international fairs, and spending more time on the plane than in the office at certain times of the year. Then localisation was crucial: translating our software into 22 languages made it accessible and relevant to users in different countries. Finally, we also built strong partnerships with local distributors that helped us to better understand each market. One of the most significant moments along this internationalisation path was in 2010, when WebSite X5 was awarded ‘Best Software of the Year’ at the Retail Vision trade fair in London. This recognition confirmed to us that our approach was also working on a global scale”. Today there are about 600,000 websites built with the Ivrea-based company’s solution, which has a staff of 15.
Continuous innovation
“Over the past few years, we have made major strides to improve WebSite X5. We focused on optimising e-commerce functionality and online payment management, such as the integration of the PayPal Commerce platform. In addition, we introduced MagicText, an artificial intelligence-based feature that helps users generate text content quickly and effectively, improving quality and reducing the time needed to write. We are also proud of our improved SEO features and collaboration with Depositphotos for an integrated image library, which make the software even more powerful and user-friendly. Strategic collaborations with partners such as PayPal and Depositphotos have had a major impact on improving the user experience of WebSite X5. With PayPal, we have made it much easier for our users to handle payments, offering different options and competitive fees to satisfy both merchants and customers. With Depositphotos, we have integrated a large library of images directly within the software, making it easy for anyone to find quality images to enrich their site without leaving the application. These partnerships have helped us offer our users a more complete and professional tool, greatly simplifying the site creation process.
User Community
Another key element in Incomedia’s strategy is the user community: ‘Our community has been an essential element in the success of WebSite X5. The active participation of users allowed us to better understand their needs and to adapt our product accordingly. Thanks to their feedback, we have been able to develop new features that have improved the user experience and made the software more intuitive . In addition, the community has been instrumental in creating a support environment where users help each other, reinforcing the trust and value of the product. Managing customer support globally is a challenge, but we have put a lot of effort into providing quality support. We have improved our technical support system, increasing responsiveness via both e-mail and chat. In addition, we have created a comprehensive software guide, available in several languages, which contains over 200 articles to help users on their own. We also organise webinars to answer common questions and give additional support, which has enabled us to maintain a high level of satisfaction among our users.
Future Plans
The challenge of being an Italian company: ‘Being recognised as an innovative SME in Italy is certainly an added value. This recognition not only certifies our commitment to research and development, but also gives us access to a series of concessions and incentives that help us support continuous innovation. In addition, this status strengthens our image in the eyes of our international partners and customers, showing that we are a pioneering company, capable of offering quality solutions and adapting to the technological challenges of the future. Our goal for the future is to continue to innovate and make WebSite X5 even more accessible and powerful. We are working to further improve e-commerce functionality, integrating new solutions for managing online shops, so that our users can have everything they need to thrive on the web. In addition, we are exploring new partnerships and functionalities based on artificial intelligence to make the creation and management of sites even more automated and intuitive. Another area where we are focusing our efforts is expansion into new markets. Recently, we have started initiatives to enter emerging markets such as the Middle East and Africa. We believe that these regions have enormous potential and that WebSite X5 can be a valuable opportunity for small and medium-sized enterprises looking for simple and cost-effective solutions to digitise. In addition, we aim to strengthen our international presence in general, with a focus on supporting SMEs that want to accelerate their digital transformation.
Experience and start-ups
What does the founder of Incomedia feel like suggesting to start-ups today? “My advice to start-ups is to start with a clear vision, but to remain open to change. In these 26 years, I have learnt that flexibility is crucial, especially in a constantly evolving sector like technology. You have to listen to your users, adapt to their needs and not be afraid to continuously improve your product. Having passion for what you do is equally important: it allows you to overcome the inevitable difficult moments. Furthermore, networking and building strong partnerships are essential for growth. Don’t be afraid to ask for support or collaboration, because no success is built alone. A passion for technology has been the driving force behind everything we have done at Incomedia. From the very beginning, my brother Stefano and I have been driven by a genuine curiosity for the web and its possibilities. We firmly believe that technology can and should be at the service of people, and this principle has always guided our work. Passion has helped us to overcome challenges, to be constant innovators and to always look ahead, even when times were tough. Also, never give up in difficult times. We had a phrase hanging in our office in the early years that we still keep to this day: ‘No night is so long that the sun cannot rise’ because for every business there are difficult times, but passion also helps to overcome these times. Without it, we could not have built what Incomedia is today: a company that has grown with integrity, bringing simplicity and technological accessibility into the hands of everyone. Passion is what keeps us motivated and allows us to remain creative and proactive”.
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