Thank you. Good question. So my name is Phil Spielberg. I run game changer. SF. We are in advertising agency for mobile games for Mobile APS. The way I got here, it's a It is a kind of a long, winding path. I started out as an engineer. I went to Polytechnic University, which is now part of N y u in Brooklyn on Guy Started My career is a mechanical engineer. I went thio. I worked at Exxon. What's now? ExxonMobil, Andi. After a few years, I ended up going. I had a detour, and during the dot com days I was in a dot com for a little bit. But after that, I decided to get my MBA. Andi, Actually, before that part time, I got my Masters and operations research in Colombia. Um, so after my MBA, I went to work for Campbell's Soup. I was really interested in learning more about the business side and marketing on Di did that for a little bit, um, in Camden, New Jersey. Um, but I always wanted to move out to the West Coast. So after two years of Campbell's, I went out and actually got into the video game industry almost accidentally. Really, I was going to go work for Clorox, which was very similar to Campbell's kind of traditional packaged goods. But at the same time, there were, You know, Ubi Soft, which is a company ended up working for, was looking for people with packaged goods experience kind of traditional marketers because the video game industry was becoming very mainstream at that time. And that was a really big turning point for me because I had always kind of played video games and enjoyed video games, but never thought of it as a career path. Andi, that really suited me much better than the traditional kind of Cos I was in before that on Ben, moving to the West Coast was really much more entrepreneurial type of culture here, where I got to meet people who were, you know, starting their own companies. And that was very much the vibe in the Bay Area. So I had spent about six more years in the video game industry but then decided to you could go out and try some things on my own. My first startup was actually tried to make an app, a social media app location based social media app called city chatter, which didn't work. But the idea was really actually Thio do something similar to what Facebook was doing, but for mobile because there was no mobile advertising targeted mobile advertising at the time. So my idea was really to create something like that in orderto build this advertising network well, I realized it was really difficult to build a social network very expensive, you know, It was a whole different thing, Andi. That didn't work out for a number of reasons, but it's just a very difficult business. So interestingly, after that, almost accidentally, I didn't want to go back to working for a large company again. I really felt I really enjoy the way you work at a startup and, you know, doing your own thing. So I actually wanted Thio try it again. And in the meantime, what I was doing to support myself was consulting and mobile marketing for mobile games, which was really, like, just starting up. This was back about 10 years ago. Eso a lot of companies tried to hire me to run their mobile marketing departments, but I just said, you know, I'll consult for you a little bit. I'll help you put together your department. I'll hire people and then, you know, I'll just be a contractor. And so I started doing that, and I partnered up with a friend of mine who was kind of in a similar place. And we would do this and we would meet every week and talk about, like, what kind of business we could get into. Well, it turned out that while we were doing all that, this consulting business evolved into what we're doing today or what I'm doing today. I bought my partner out a few years ago on DSO. What was supposed to be like a side hustle, essentially to support myself ended up becoming my business. Um, and that was very interesting because we were a now outsourced marketing department at first. But my skill set lends itself very well to this emerging field of user acquisition. It was very data based, and I was an engineer, you know, with the operations research background. So somebody who operations research is essentially a math major. It's kind of industrial engineering, but it's really math based that's looking at the data of a business and optimizing it. And advertising, interestingly, became really that thes days advertising performance. Marketing, as it were, is a very data focused business. So what turned out to be, you know, a consulting business on building marketing departments turned into, ah, very specific business of acquiring users for free to play mobile apse, which is, if you think about it, you're acquiring users for free, and then you have to find the right users that might pay on. That's really the idea that we build game changer SF around and so my path, although I couldn't see it, you know, it was constantly evolving, and this is where it kind of landed. And it's, you know, today we have, you know, 15 employees. We are, you know, we're a pretty lean organization, but we've been the fastest growing private company in the valley, you know, in Silicon Valley before, and I've had quite a bit of success on Do you know what got me here, I think, is just following my interests, but also continuously developing new skills and kind of evolving is the industry evolves. So we're in a very fast moving industry and my education provided a good basis but in no way that it provides me everything I would need to know to do what I'm doing. Like I took advertising classes when I was, you know, doing my MBA, Wharton. But nothing I learned would have looked anything like this, because social media advertising, which is a lot of what we do, it didn't even exist at the time. Or, you know, Facebook was just getting started at the time I was doing this.

so that's Yeah, that's a really interesting story. So when I first started working as a consultant, there was a company in Israel that I was working with, called it was called Win, um dot com. I think it was that the time it was subsidiary area of a company called the Win Party, which is like, I think it's a like real money gambling, a company, public company out of Europe. And they were getting into social games and social casino, which are not really world real money. On day they had, you know, they tried to hire me as a as a full time head of marketing, but I would have had to move to Tel Aviv, which isn't really something I was interested in at the time. So we ended up with this kind of consulting agreement where I start, you know, I was really working full time. But then quickly it turned out that, you know, they wanted a full time head of marketing in Israel, which made sense for them. So I got into this idea of, like, working for as a contractor and setting up a department. Um and so that really led me down this path of starting an agency, which is not I hadn't even worked at an agency before on that. Those were the first few steps. So I was really like a working as the interim head of marketing that those were the first steps. And I find, you know, if you're interested in starting your own business, a service business based on skills you have is a much easier business to start than, like a product business where you're, you know, building software or something like that because you are essentially operational from day one, you're selling your skill set on. Do you know what the challenge was from there is if you sell your skill set as a kind of hourly employees, which is like, if you think about a lawyer and accountant, I find that very limiting because you only have so many hours in a day that you could charge for right. You could increase your fees, but it's gonna be limited. What you really need to look for you start with the service business, you're selling your time, but then you need to figure out how to scale. That changed the, you know, pricing model so you're not charging per hour because that's very limiting or be able to hire people toe work for you. So you could do this at some kind of scale. So that was You know, at first it was like I was essentially a rented employees, but I spent the rest of my time trying to figure out how to turn that into a business.

great question. Um, I mean, flexibility is the key in our business. You know, I can tell you about the tools we use today, but they may be different. Ah, year from now, we're in such a fast evolving business that flexibility is really the key. Eso I can talk about tech technologies we use, but I think that he is really flexibility to be able to swap parts out has better things come along on deer are a lot of categories of things that we use. So I think the most interesting, you know, I've helped other people start their business is first of all, you know, just from an infrastructure perspective, this is a great time to start businesses. So the tools that I recommend are, you know, cloud based tools that allow you toe take out whole functions and not have to worry about them. So, you know, cloud based accounting systems and bookkeeping systems, we use zero. But there is, you know, a bunch of stuff, including quickbooks online really important to have this stuff online instead of like traditional software. Because then you can out sorts pieces of it and, you know, make a talk to other systems and all kinds of things like that. Um, you know, HR when you hire people becomes really important. Um, and at first few years, I tried to do it myself by piecing a bunch of things together. Payroll software benefits was really confusing and difficult. So using like a TriNet, which I don't know if they still accept really small companies they used to accept you would like to employees. I think they made that go up, but something like a try net very important kind of infrastructure, stuff and stuff that if you, you know, when you're starting a business, you don't want to think about this kind of stuff because it will take a lot of time and you will be focused on the business. Um, some kind of customer relationship software. If you're in a service business, we use hub spot. It's very kind of friendly. These air, the kind of cloud tools we use, and there are a bunch more if I think about it. But those are some kind of big ones for for the businesses and then, as far as like, really technical stuff. So we are very data driven. So we use a post dress sequel database, but again, like I like open source stuff where a lot, you know, with a lot of users, um, that, you know, like there's a lot of knowledge out there. So if you need to hire consultants to help out with things, you know those there, you know, I want a lot of users. I know some people like, very like modern stuff like, you know, no sequel databases, and I've played around with some of those. But what I found is there kind of cool, and they may or may not fit your use case, but then it's hard to find people who are experts in it because they're kind of newer technologies. So something like that I found, you know, I tried not to go to sequel, but sequel has been around forever, and it's really stable. And so, you know, that kind of database underlying everything is great aan den the layers On top of that, you know, we do a lot of business intelligence, bi I. So we use a combination of tableau, um Thio, Thio, analyze data and also toe published dashboards for our clients to see their advertising data on Google Data Studio. We're using a little bit because it's a little more visual. So tableau doesn't allow you to view, um, you know, ads like we need ads and tables and things like that. So Google Data Studio has some advantages, but these things are modular. So by building on top of post dress were ableto build, you know, pull in B I on top of it that can, you know, post dresses so standard, almost any tool is gonna connect to it. So I look for this kind of interoperable inter operability, right? So for these things to work together, um, that's really important to me. And then, you know, so lesser extent, like, we need to import data from a P I. So we use, um you know, Python. I think our developer uses Django as a framework, but, you know, that kind of stuff doesn't matter. What that is is long as you know it, you know, or your developers know it. And again, I go for things when people say, I wanna, you know, use this framework. I just look for it to be really widely known and available because I no that I might have to swap. You know, my developer could walk away tomorrow. And if it's built like a friend of mine, build something in Erling like try to find an Erling development. So, you know, things that are widely used anytime anybody wants to use something. If I don't know a lot about it, I make sure there's a lot of people that use it. So I thon based stuff, you know, Java scripts, another one. You know, you know, know things like that. You know, really, why the use things? Because we're not necessarily building the most cutting edge applications are stuff has toe work. You know, we have to get data from AP eyes, put it in a database and then display it for the user and aggregated so those air kind of the tools, the main tools used in our business