Ezgi Arslantay of Fucimo: 5 Things I Wish Someone Told Me Before I Became A Founder

An Interview With Doug Noll

Your company, your solution, and your vision are only as good as your ability to concisely articulate them: In the early days, I struggled to pitch my vision compellingly, which sometimes led to missed opportunities. I learned the hard way that clarity and conciseness in communication could make or break important deals. Refining my pitch and being able to succinctly convey the value of our company became a game-changer in attracting both investors and customers.

As part of our interview series called “5 Things I Wish Someone Told Me Before I Became A Founder”, I had the pleasure of interviewing Ezgi Arslantay.

Ezgi Arslantay, a marketing and entrepreneurship maven, epitomizes ambition and innovation. With a diverse background in industrial engineering and over a decade of experience in marketing and business development, managing marketing budgets for renowned brands like Vodafone and Disney, Ezgi co-founded Fucimo in March 2023. Fucimo, born from her vision to democratize advertising, makes advertising available for businesses of all sizes. The platform allows users to buy ads with the ease and transparency of shopping on Amazon, leveling the playing field for businesses seeking visibility in a crowded market.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?

My journey began in Turkey, raised by parents who worked in government. Contrary to their structured environment, I was nurtured in a setting where self-starting and risk-taking were celebrated. They instilled in me the values of independence and ambition.

I studied engineering in the Netherlands and South Korea, where I experienced diverse cultures and educational systems. It was during these formative years that I became intrigued with marketing, a field that perfectly blends creativity and analytics, allowing one to flex both skill sets. I have worked with both large household brands and startups. I often say I’ve come full circle as a builder; over a decade ago, I started my career in Europe’s largest startup studio, then progressed to building products and developing customer channels. As I advanced to mid-management roles, I took on the challenge of establishing a business division from scratch, essentially building a startup within a corporation. Then, last March, I left my job to embark on a new path and co-founded my startup

Can you tell us a story about the hard times that you faced when you first started your journey?

I have always considered myself a structured person, precise in my thinking, adept at grasping knowledge, and a meticulous planner — a true Type A personality accustomed to understanding how systems work. However, early in my journey, I realized the necessity to unlearn the ways I operated based on my knowledge and experience. In hindsight, what was effective in a big corporation or a growth-stage startup did not apply when starting from scratch. Therefore, I had to devise new ways to execute projects, communicate with customers, and juggle the myriad roles a co-founder must assume daily.

Another significant challenge was trying to conform to the tech entrepreneur persona often glorified in the media and admired on social media. This persona, with its specific pedigree, background, and style of articulation, seems standardized. As someone with strong adaptation skills, I initially tried to mold myself to fit this image. This struggle was profound, not only because it stifled my authenticity but also because it made me feel as though there was an invisible ceiling capping my potential.

Where did you get the drive to continue even though things were so hard?

Breaking through the barrier to show my authentic self and receiving appreciation as a skilled and impactful entrepreneur significantly fueled my journey. This realization truly helped unlock my potential.

There are, of course, many ups and downs, even within a single day — the highs are very high, and the lows are quite low. Despite this, I consider myself a realistic optimist. I have immense trust and belief in myself, my team, and the solutions we are creating. Experiencing rejections or receiving negative feedback can actually fuel my motivation more than ever. It’s not like something out of a dramatic movie scene, but I do keep a record of what people have said to me, word for word. Sometimes it’s humorous, sometimes harsh, but often it’s constructive. I regularly reflect on these comments to remind myself of the journey I’ve undertaken and the progress I’ve made.

So, how are things going today? How did grit and resilience lead to your eventual success?

Over time, you find your way to adapt to the new normal of being a founder, solving problems, and seeing yourself accomplish things you never imagined you could. My education and career had always driven me to find pleasure solely in results; that’s how I was wired. However, becoming a founder changed my perspective. Since last year, I’ve started to appreciate the journey I’ve undertaken and the milestones I’ve achieved. Giving attention to these achievements helps to fuel my motivation for the days, weeks, and months ahead. I consistently record the highlights — from tasks completed on my to-do list to KPIs I’ve met each month. This helps me understand the times and triggers that propel me forward and allows me to identify moments of significance in my short- to mid-term journey.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

There are so many stories, but the most important one for us was thinking that our product would solve any problem out there. We believed that once we put it out there, people would come and use it, and love it! and, were we wrong! It was totally my mistake to think that way. You see, we’re introducing a new user category in our field and a self-service ad channel that has never been introduced before. So, when we emailed professionals from the industry, thinking they would be interested for sure, it was super naive and optimistic of us!

That’s when we realized that it’s not just about the solution itself, but also about how it’s distributed. That’s what makes all the difference. We’ve learned the importance of customer development and getting creative to reach our customers.Realizing that the network you’ve built is even more valuable than the money you’ve raised. It’s like the Golden Rule of business: if you want to succeed, you need to get feedback from your users and engage with your community. By doing this, you’ll unlock viral loops — those unstoppable chains of people sharing your solution with others. It’s all about getting real about who’s loving your solution right now.

You can also find design partners who can help take your solution to the next level. They’ll help you add more awesome features and create a super strong product that gives even more value.

What do you think makes your company stand out? Can you share a story?

At fucimo, we’re all about making sure campaign messages really connect with local communities. We recently worked on a political race in Los Angeles in 2024 where timing and resources were super important. We had a limited timeframe and budget, so we had to make a big impact in a smart way. Our main goal was to get lots of visibility and engagement by using targeted advertisements in specific zip codes in LA. We wanted to reach over a million people with our message.

We thought carefully about how to do this in the most cost-effective way. We wanted to connect with the audience at a community level, so we chose places like grocery checkouts, beauty salons, and pharmacies — spots where local voters spend time leading up to election day. We wanted to be seen by the voters at least three times over five days.

To help us with this hyper-local ad campaign, we used our own platform which allows advertisers to buy ads in physical and digital spaces easily. We placed ads on screens in busy community areas and also made use of physical advertising spots to get maximum exposure. By reaching voters multiple times in their everyday environments, we made sure our message was seen and engaged with. In fact, we ended up generating over a million impressions with our campaign, and it was even more effective and cost-efficient than traditional digital advertising methods.

Our targeted approach really worked well, especially because the political campaign was so intense and fast-paced. By focusing on specific local areas, we were able to use our resources efficiently and have a big impact. We made sure our campaign message was seen right in the heart of the local communities, which really got voters engaged and aware. And you won’t believe it, but in the final days of voting, the candidate actually jumped from 7th place to 3rd place! It just goes to show how effective our campaign was during that crucial last push.

Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?

I am certainly guilty of this, and I am still learning. But I think admitting out loud that I am tired and overwhelmed, yet unable to move, is already a step in the right direction. Being mindful of your situation is crucial, and the most tactical advice I can offer is to treat yourself as you would a close friend. Creating an action list, determining dos and don’ts, navigating new lifestyle choices, and testing what works best are invaluable. For me, aimlessly walking the streets for hours is incredibly energizing.

Another important aspect is the support from fellow founders. I’m not referring to the acquaintances you meet at pitch events, but those with whom you can share a deep emotional connection — whether it’s bursting into tears on a Friday evening in Tribeca over burnout, or discussing cofounder conflicts over drinks on a sunny Friday in Brooklyn. As my friends and family embark on new paths or are deeply entrenched in their corporate roles, it’s these relationships with people who understand the unique highs and lows of founding a startup that provide a sense of empowerment and sanity. This is why the SLP (Startup Leadership Program) has been so invaluable. It’s introduced me to many successful and genuinely wonderful people, enriching my adult life.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

I’d point to two groups of people. First, my parents. Looking back, I truly appreciate how they prioritized my wellness and education above everything else, ensuring that I grew into an assertive, go-getter woman who makes her own decisions. Despite their government jobs, they fostered an environment where self-starting and risk-taking were celebrated.

The second group includes everyone who has joined our team, advised us, introduced us to their community, and invested in us — our investors and all the early adopters and innovators who have given us a chance.

How have you used your success to bring goodness to the world?

Giving back to my alumni community has always been something I’m passionate about. It’s a way to share what I’ve learned and support the next wave of professionals. Each year, I have the opportunity to assist fresh graduates with mock interviews. It’s more than just practice for them; it’s real feedback that can make a significant difference when they face the real deal. Watching their confidence grow is incredibly rewarding.

I also participate in alumni events as a panelist, engaging with many senior university students about life in our industry. It’s fulfilling to share my experiences and perhaps even ignite a spark in someone about their future career path.

Being part of the jury in student-run hackathons and challenges is another role I take on several times a year. It’s amazing to witness the innovative ideas these students generate and to provide some guidance is exceptionally gratifying.

Then there’s the mentorship aspect. I’ve been mentoring a fourth-year student for the last six months. It has been a fantastic journey — helping them through their final year and seeing things from their perspective.

For me, it’s all about giving back in the ways that were once given to me. It’s about making a difference, big or small, in someone’s path — and that’s something truly special.

What are your “5 things I wish someone told me before I started leading my company” and why. Please share a story or example for each.

1 . Distribution > Product: Early in my venture, I focused intensely on perfecting the product. However, I quickly learned that even the best product struggles without effective distribution channels. A seasoned entrepreneur advised me to prioritize reaching customers over refining features. This shift in strategy significantly accelerated our market penetration.

2 . Be a one-person department yourself as a founder before hiring the first person in that field: Before I hired my first marketing specialist, I took on all marketing responsibilities myself. This hands-on experience was invaluable; it taught me the intricacies of the role and enabled me to set clearer expectations and benchmarks for future hires.

3 . Human capital/network > Money raised: When we were launching our second product line, the connections I had nurtured proved more valuable than the capital we had raised. Through my network, we partnered with key influencers that catapulted our product’s success far beyond what our initial funding alone could have achieved.

4 . You need to surround yourself with fellow founders to lean on for your mental health, not only for best practice sharing: Joining a founders’ group helped me navigate the startup journey’s highs and lows. Sharing struggles and victories with peers who understood the unique challenges was crucial for maintaining my mental health and perspective.

5 . Your company, your solution, and your vision are only as good as your ability to concisely articulate them: In the early days, I struggled to pitch my vision compellingly, which sometimes led to missed opportunities. I learned the hard way that clarity and conciseness in communication could make or break important deals. Refining my pitch and being able to succinctly convey the value of our company became a game-changer in attracting both investors and customers.

Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?

There are numerous memes and funny tweets that accurately depict the highs and lows of being a founder. However, the most important thing is to change our perspective and view things as a marathon rather than a sprint. Statistics show that most success stories come a decade after launching a company, so overnight success is rarely the case. In order to sustain our business in the long run, founders must prioritize their mental and physical health. Personally, I find it difficult to perform at my best when I can’t fully focus on finding solutions and interacting, as there are always countless other tasks demanding my attention. Therefore, I need to replenish my energy to adopt a mindset of being fully present and well-prepared. I have discovered that taking long walks in nature, watching sports, practicing breathing exercises, and implementing other tactical actions help me reset my energy levels.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

Give first, before expecting support from someone or attaining abundance in life. Always ask, “How can I help?” You have no idea how beneficial it can be to develop the habit of asking these four magical words.

How can our readers further follow your work online?

Find me on LinkedIn by searching my name. I’m an active and responsive user. I believe in the power of sending cold messages, so whether it’s a yes, no, or maybe, you can expect a response from me. Alternatively, you can email or message me at ezgi@fucimo.com

This was very inspiring. Thank you so much for joining us!

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.