After two months of sprints, the client was satis;ed
and the project was complete. Ms. Goldberg says
learning to appease precision-minded corporate
clients has helped Kaltura mature. ;e organization
was founded in 2006 and now has 400 employees—
more than half of whom were hired since 2012.
“It’s exciting and exhilarating how everyone is
always pushing for the next thing. But sometimes
we need to go back and perfect the product,” she
says. “We need to make sure we’re executing at
STACKING THE BENCH
While startup hubs outside the United States are
raising their pro;le, only two of the top 20 cities—
São Paulo, Brazil and Bengaluru—are located
in emerging economies, according to Compass.
In these locations, startup founders and project
managers can ;nd themselves building their teams
It starts with the hiring process, says Brazilian
entrepreneur Antonio Carlos Soares, who has
worked in the U.S. and now lives in São Paulo.
now director of professional services, media and
entertainment in the Tel Aviv R&D center of Kaltura Inc. ;e startup provides video management
technology for clients such as Turner Broadcasting
and HBO. Ms. Goldberg says the city’s project culture is hard-charging and dynamic, with “everyone
trying to push forward as quickly as possible”—
sometimes at the expense of customer expectations.
When Ms. Goldberg managed a project for client
Ellentube—the online home of the U.S. television
talk show ;e Ellen DeGeneres Show—she arranged
a series of two-week sprints. ;e ;rst week focused
on product development, and the second week
was geared toward quality assurance, bug-;xing
and testing. ;e testing process proved the most
challenging because it exposed a cultural gap
between her technical-minded team in Tel Aviv
and the user interface-focused client. “;is was a
customer that cares about shades of color, that cares
about moving something a few pixels. ;eir brand
is everything, and it was a challenge for developers
used to implementing complex technical work;ows
to get into that mindset,” Ms. Goldberg says.
TEL AVIV, ISRAEL IS NO TECH BACKWATER;ITS
STARTUP CULTURE RANKS FIFTH GLOBALLY AND
FIRST AMONG CITIES OUTSIDE THE U.S.