In conversation with American venture capitalist Mary Meeker at SXSW Sydney, Melanie Perkins, co-founder of Canva, reflected on the extraordinary evolution of the company, which started as a project to streamline the yearbook design process for already time-pressed teachers and has transformed into a global platform that empowers millions of users to unleash their creativity.
Canva is one of the most widely known and used design software in the world but back in 2007, it was nothing but a distant dream. Fusion Books, as it was then known, was a start-up from the minds of Perkins and partner Cliff Obrecht to help teachers and schools effortlessly build and publish yearbooks. Founded with the help of a family loan and in her mother’s living room, the pair quickly realised that they were sitting on something much bigger.
Today, Canva boasts over 100 million users, a testament to the success of its user-centric approach. Perkins emphasised that this growth was not merely about numbers but about empowering individuals and teams. “We start with a generous, free product, and then get people into becoming subscribers to Canva Pro and then onto teams, and then focus on enterprise. And that strategy has been what we’ve been pursuing for a number of years,” Perkins explained.
As Canva expanded, Perkins and her team remained focused on fostering a collaborative culture. “As a company, we need to be competing against the world, not each other. We believe in pushing out and expanding the pipe, versus trying to create some sort of structure,” she explained. This commitment to collaboration has been integral to the company’s innovative spirit, allowing teams to thrive and contribute creatively.
In discussing the evolution of Canva’s features, Perkins highlighted the company’s continuous adaptation to user needs, especially with the integration of AI. She remarked, “AI was such a natural extension” of Canva’s mission to simplify design. By incorporating tools like background removal and advanced AI features, Perkins noted that Canva is making design more accessible than ever, reflecting its roots in providing straightforward solutions for yearbook creation.
“We have been investing heavily in our own AI models in areas that we believe we need to have deep expertise. We’ve also been utilising the best technology on the market through our platform, which means that we don’t have to compete in areas where people are already investing billions of dollars,” Perkins explained.
“We can really cater to everything: deep expertise, best and best, and then enabling companies to reach a bigger market. I think that between all these things, we really have all the bases covered”.
At the core of Perkins’ journey to success is an emphasis on safe-care and mental wellness. Perkins shared how she writes letters to herself, meditates with the Calm app, practices philosophical meditation, writes 5 minute journal entries and gets out in nature to help her regular. This is something she shares with her team, encouraging them to find balance, which she believes is essential for fostering creativity and innovation.
“These may not work for everyone. Everyone has their own ways. But I think having really important to have tools you can just reach to and catch and use when you need,” she said.
Outside of this, the collaborative relationship she has with her now husband, Obrecht, has been a guiding force in the brands success. “I think that communication is one of the most important aspects. I think that they were always constantly pushing each other to be better, to constantly dreaming the next dream. I think when you’re aligned on the big things, it makes all the small things a lot easier. And so continuously dreaming the next dream together, I think is extraordinarily important,” she explained.
From its humble beginnings in yearbook design to becoming a leader in the design industry, Canva’s evolution exemplifies the power of creativity, collaboration, and a relentless commitment to user satisfaction. Perkins’ vision has turned Canva into a platform that not only simplifies design but also inspires millions to express themselves and connect with others.
