Cinedeck COO Jane Sung says there were huge barriers when it came to entering the software technology market with cineXtools.

“Especially when you’re bootstrapping that new product,” Sung said in this second of three-part discussion on CineCast, a Cinedeck podcast. “Basically it felt like we were starting as a brand new startup.”

Like a startup, Cinedeck was reaching for a new audience that was unfamiliar with the company and its prior product offerings. Though they were a well-established company, they had to break through like a brand new player in an increasingly “noise-filled” marketplace. They teamed with marketing and other experts for outsourced operations and kept a large in-house development team in-house.

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