By 2018, Twiggle, e-commerce search enhancement API, utilized advanced structuring and linguistic tools that understood shoppers’ intent and matched it with the right products. Four years after being founded by Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into the online merchants’ existing framework. The company utilized advanced structuring and linguistic tools to build search technology that understood shopper intent and matched it with the right products. Twiggle was founded in 2014 by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), who believed e-tailers were losing enormous revenue due to poor search results. The team built a set of proprietary tools that created a human-like understanding of customer queries in the e-commerce search experience, using natural language processing that translated text into meaning. The team also constructed a semantic model of the e-commerce world for three product domains: fashion, home and electronics. The resulting “ontology” was a set of concepts and categories in a subject area that showed their properties and the relations between them. Twiggle’s tools could also unlock significant online sales revenue by increasing click-through and add-to-cart rates, ultimately improving sales conversions. So far, the company had secured deals with more than half a dozen large e-commerce retailers, and could improve search results in three product categories: fashion, home, and electronics. The company initially targeted large direct-to-consumer e-commerce players. Yet the cofounders encountered challenges pursuing this type of buyer/customer. The customer acquisition process included lengthy, intensive face-to-face sales cycles, expensive and technologically complex proof-of-concept testing, and requests for customization. Konigsberg and Avidor wondered if they should expand their customer focus to target a wider set of smaller e-tailers that still had significant volumes of online search queries, but their search quality tended to be less robust and might be easier to improve. They also contemplated a variety of growth opportunities.
This case focuses on a large Saudi Arabian industrial conglomerate and family business Zamil Group’s corporate and family governance journey. The 12 sons of the founder led and grew the group successfully after taking over from their father in 1961. The secret to their success was to arrive at all decisions with a consensus, although each had their own approach to dealing with issues. In the mid-1990s, they hired world-class consultants and created manuals and guidelines for governing the business and continuing the growth of the Group’s assets. They were the model for running a family business in Saudi Arabia. However, the increasing number of family members in the group—84 third-generation and 162 fourth-generation members and the upcoming fifth generation—created challenges going forward. They wanted to ensure that the governance principles they had created would evolve and develop in line with the changing dynamics. The upcoming generations did not have jobs waiting for them in the family business simply because they were members of the Zamil family, and not all of them were motivated to remain invested in the businesses. The second-generation and senior members of the third-generation wanted to make sure that they balanced the needs of the business and those of individual family members. They sought to put mechanisms in place that would keep the shares of the business in the family so as to avoid diluting the family’s ownership as they diversified the asset portfolio, addressed diverse risks, and catered to the consumption goals of the next generation. This might mean that the Group would eventually move from being operators to becoming financial investors.
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