Maggie Foggin co-founded Frostbox along with her partner (in business and life), managing director of Targeted Media Shane Robinson in 2011. Frostbox started as a backup app for Facebook images, but quickly expanded to cover most mainstream social media networks, like Twitter, Flickr, Instagram, LinkedIn and Gmail and went beyond just photos. Today Frostbox secures anything from messages to contacts and it’s a backup hub for all the hardcore social media users. With the upcoming launch of Tumblr backup, Frostbox is now expanding into blogging services. Maggie has been a FoundersCard Member since 2012.
1. What inspired you to start Frostbox?
I used to have most of my business contacts on LinkedIn. Most of my deals when working in finance were sourced from LinkedIn. I got hacked. I have got to add, my password was pretty slack. I did not manage to recover the account, and even though I started a new one, there was no way of remembering who was on my 500+ contact list. The truth is, no matter how good your password is, there is no service that cannot be compromised, whether it’s a virus, malware, hackers or even an ex-spouse, who happens to know our password and is looking for a revenge. Having an additional copy, from an independent to the original service source, gives me a piece of mind.
2. How important is it to keep a backup of your digital life?
I think about it in the same way as I think about house insurance. We have all got it, yet not that many of us ever had to use it. However, if the need occurred, the loss would be immense. We commit more data to social media services than we care to imagine, curate friends and contact lists, and post photos, all those usually not backed up anywhere else. If, like me, you tend to spend a lot of your time on social media sites curating content, you will find it necessary to start securing it. In addition to social media sites, Frostbox backs up Gmail, files and documents as part of one solution.
3. What was the hardest part about getting Frostbox off the ground?
Educating potential users regarding the realistic risks and dangers. Our company provides service everyone could benefit from, but in order to get through to people, we need to establish the need by explaining the benefits and educate potential users on the high level of malware and viruses these days and also the risks our social media data faces every day.
4. What is the one book (or blog) that you recommend to someone starting a company?
“The 10X Rule” by Grant Cardone. It emphasises the fact that whether you are coding, marketing, launching, touring in search of round A funding, be prepared for it to take 10 times longer than expected, which is mostly the case with startups.
5. What is the hardest part about your job?
Delegating. I mostly think I can be more efficient than anyone else, so leaving tasks to be completed by someone else than myself is still a struggle.
6. Give us your best plug/brag a little about as to what projects you’re working on now/next?
Outside of work, I am concentrating on my Spanish. I have been a feeble learner for years, so to make it more interesting, together with my partner, we have decided to spend three to four months in Spain this year, to learn the language first hand. I have also signed up for ballroom dancing classes and have been practicing waltz and jive for the last couple of months. It’s going great, but you are more likely to see me on TechCrunch than Strictly Come Dancing.
7. What is the best advice you’ve ever received over the years?
Do not fear to be eccentric in opinion. For every opinion now accepted was once eccentric.
8. What’s on the horizon at Frostbox?
We have more platforms in the pipeline, also we are improving the file sharing side. The competition in our sector isn’t massive, but we want to be on the top, with committed group of loyal followers, who together with us will help Frostbox become the ultimate social media backup.
9. Why do you think social media is here to stay?
It’s on demand, accessible, instant gratification. It makes us feel like we belong to a group, and that reduces the feeling of loneliness.
It is here to stay, but not in the present form as we know it. I agree with a common belief that with time it’s going to evolve into more niche, themed networks.
Tweekaboo is a great example, it’s a social diary for expecting and new mothers, or a Path for parents as I like to call it. Jetjoose is another one; a social network for flight attendants and pilots. Being niche gives networks more committed group of followers.
10. What is one startup that FoundersCard members should keep an eye on in 2013 (other than your own)?
Picking one startup is like picking a favourite song: impossible! I am convinced Formlabs will do well with their 3D printer. I also love the idea behind Excursionist and I would like to see them take the centre stage in the global travel market.
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