ill of e-mail? Asana’s in search of just a few just right shoppers in Austin


Sorting throughout the day-to-day flood of e-mails can really feel like a Sisyphean journey.

A San Francisco firm called Asana, which was created by means of one in every of facebook’s co-founders, is attempting to finish the dominance that e-mail holds over our lives, particularly in the workplace. the company is one of a few that Xconomy featured final yr as we explored the belief that email is an antiquated means of verbal exchange, highlighting the improvements being delivered to market by a couple of modern companies.

Asana considers duties that can be assigned and completed—relatively than issues similar to e-mails, meetings, shared documents, and to-do lists—because the organizing theory to workplace communication. And the corporate is actively spending now to advertise its work management instrument, specifically in Austin, TX, where it launched a marketing marketing campaign in may just to draw extra users.

the company is spending an quantity “within the six-determine” vary to submit billboards in downtown Austin and with a view to Austin Bergstrom international Airport, and is webhosting situations for its already existing buyers, equivalent to Capital manufacturing unit, the town’s incubator, accelerator, and co-working house, according to Kenny Van Zant, the head of Asana’s industry and operations teams. Asana is attempting to reach a bevy of recent shoppers with the aid of highlighting success stories of its present native clients, which vary from restaurant and food truck Chi’lantro to transportation startup RideScout, Van Zant says.

Van Zant is an Austin native who was once an executive at startups SolarWinds, BroadJump, and cause prior to changing into the seventh worker at Asana. He gave a demo of the tool during a sunny day in April while journeying Austin from San Francisco, just prior to the company kicked off the marketing pressure.

Austin has been the 2nd fastest growing metropolis for Asana, most effective at the back of the company’s homebase, with clients starting from govt to tech to cookie-delivery service Tiff’s Treats, Van Zant says. Asana regarded as different cities for the push, and has most effective up to now interested by Austin, partly because of the number of industries, he says.

The machine lets in customers to create tasks and specific duties inside those tasks, with due dates and goals. other users can comment on the duties, attach information, and do the an identical of “liking” others’ comments, very very similar to a social community.

That makes sense, given that Dustin Moskovitz, a co-founder of facebook with Mark Zuckerberg, built Asana from scratch with Justin Rosenstein, some other former facebook and Google engineer. Rosenstein helped create the Like button and the Beacon advertising software at fb.

The instrument is free for groups of smaller than 15, after which Asana fees a fee beginning at $ 10 per person per thirty days, Van Zant says. Asana raised a series B spherical in 2012, pulling in $ 28 million led by Peter Thiel’s Founders Fund. Van Zant expects the corporate to lift any other round in the next year.

“Collaboration is what it’s built for,” Van Zant says. “prior to you comprehend it, your assembly, your work, your e-mails, all of your cadence on how you’re employed shifts to this product.”