The Fetch Blog

Curated reads and events for professionals

Interview: Sydney local, Andrew Rogers, web entrepreneur and founder of Anchor — November 25, 2013

Interview: Sydney local, Andrew Rogers, web entrepreneur and founder of Anchor


Andrew Rogers is a Sydney-based entrepreneur that has lived to tell the tale of the dot-com era. His startup, Anchor, is one of Australia’s top web host service providers and now they’re going global. Here’s a snap of Andrew literally knocking down office walls to increase team collaboration.

You started your host company Anchor Systems in 2000, what was the web industry like then? Any shareable memories from the dot-com days?

We planned to get into hosting whilst the dot-com was going crazy and then it all fell over about the time we started. There weren’t really any hosting companies to speak of so we looked at the ISPs who were being valued at thousands per customer and decided we’d have a million dollar business in no time.

I hear stories from other people that worked in big companies in the dot-com era about the parties – we missed all that because we were chained to our desks 18 hours a day getting a bootstrapped startup off the ground. I remember eating pizza six nights a week at my desk for way too long.

You announced green web hosting services in 2011 – what’s the response been like? What do you envision data centers of the future to be like?

We actually launched it as a paid option a couple of years prior and the response was pretty much non existent. We probably didn’t market it heavily enough but yeah – a few passionate customers bought but that was it. Our industry uses a huge amount of power – we constantly use the equivalent of well over 100 households and we represent less than 1% of the space in one of the data centers we operate from.

In 2011 we decided we’d just pay for the green power ourselves and give all of our clients green hosting automatically. It was important to us so it was just something we decided to do ourselves in the end.

We’ve done a fair bit of work to reduce power consumption and over a period in which we’ve more than doubled the size of the business we’ve reduced our total power consumption. Unlike the green power we did this at a net cost benefit to the business, it has saved us a lot of money. Data centers are full of computers – these are the bits that change rapidly and have short lives so in the near future this is where I think all the change will occur. Surprisingly the industry feels like it’s been slow to move in this direction so there’s a lot of opportunity.

The buildings take a long time to build and recover costs and are very hard to change so I think the evolution will be much slower in this area.

We used to spend a lot of time in the data center upgrading and tweaking machines. These days we spec them up, turn them on and then everything happens remotely – mostly due to virtualization.

You’ve been working on a new tool called BuiltWith – what is it?

BuiltWith is very exciting. We track the technologies (think content management systems, advertising platforms, shopping cards, analytic tools) on 100 million of the busiest sites on the internet. When then turn this into a big data set and make it useful. For any website we can instantly tell you what it uses – at Anchor we’re often asking our clients if they use WordPress or do they have Google Analytics and a lot of the time the businesses just don’t know – with BuiltWith we don’t need to ask the question. The other thing we do is sell lists. We can compile lists of all the sites using say Magento – or any technology a company is interested in – such a list of their competitors customers. This has been the exciting bit because it’s helped some great startups like Optimizely grow and has brought on big clients like Google, Microsoft, eBay and Twitter.

What’s your ethos around building a cool company culture at Anchor?

There’s one really simple premise – recognize that there are things that make work fun for me and then try and ensure everyone has similar such things in their job. It’s just about looking after people. The environment is one part of it – flexible hours, an open account at the coffee shop, everyone chooses their workstation setup, comfy chairs. But the work and skills development probably more important – providing interesting projects to work on, employing and developing great managers, giving people the chance to move around and develop new skills.

You’re a mentor at Startmate and have supported community conferences like SydStart – do you feel you had the same level of assistance when starting your company?

I had a few relatives with businesses that I’d call for advice – they worked with wardrobes, airports and export grants. So it was a bit different but we still had help, advice and mentors – people who had started business and most importantly would listen to our challenges. I’m really excited about things like Sydstart, Startmate and Pushstart as they’re all great opportunities to repay that debt that I owe other people who helped us get started.

What Australia startups are you keeping your eye on?

It’s hard because it’s easy to be biased towards the ones you know more about. I’ve seen BugCrowd executing amazingly from the start of this year and I think Kinderloop have a chance of owning their space. I really love the Airtasker service so I’m super keen to see them succeed so I can keep using it.

What community meetups and industry events do you recommend our readers check out?

It’s not one regular thing anymore for me, just keep hunting out the quality events and people, be prepared to take timeout from work to discover something new – set aside time for an event each week – it’s the only way to stumble on the good experiences.

What are you favorite suburbs in Sydney?

Not quite suburbs but the amazing parks that always feel so empty considering we have millions of people in our city. The headlands around Balmoral/Mosman, Botanic Gardens, the Spit to Manly walk and Centennial Park.

About our contributor // Kate Kendall is the founder and CEO of The Fetch. She regularly blogs about startup life and advises businesses on the role of marketing and community. Follow her on Twitter via @katekendall

Image credit: Anchor HQ

Disclosure: Anchor has been a financial supporter of The Fetch throughout 2014, which increases

The Fetch seeks contributing writers — October 27, 2013

The Fetch seeks contributing writers


We’re massive lovers of content at The Fetch – be it creating, curating, consuming or sharing – and now we’re looking for external contributing writers.

We’re seeking a handful of contributors at the local level to produce interesting and relevant posts across the US, Europe and Asia Pacific (Australia/NZ). This is a cool opportunity for freelance writers and professional content creators to become our ongoing go-to contributor in a region. And yes, writers rejoice – these are paid contributor spots. 🙂

You’ll be recognised on The Fetch as the local contributing writer and your work will be read by a ever-growing community of professionals. Pieces will be published with a byline and any links you desire.

Writers should be:

  • Currently working as an independent writer, editor or content producer
  • Able to contribute at least two long-form (~800-word-plus posts) essay-style pieces and one short-form (curated lists or multimedia-driven) posts per month
  • Dependable, consistent and turn around copy on time
  • Completely across trends in digital, creative, startups, marketing, web/mobile, city happenings, career hacking, productivity, work-life happiness, urban geekiness and so forth in their region
  • Not too into themselves and a lover of high accuracy – this isn’t the place for loosely-researched opinion pieces
  • Fun, intelligent and insightful – we like to educate and entertain
  • Set-up to take payment from a US Inc. (payment will range from $50 to $150 per post depending on length and time)

Please email the following through to

  • Your website, Twitter, LinkedIn and portfolio
  • Links to examples of your three best published articles
  • Three example headlines of stories you would submit
  • Thee examples of brands, startups or individuals doing great things in your area
  • Your location and what regional contributor spot you’d like (this needs to be within our current city regions viewable at
  • Why you want to be a contributing writer at The Fetch

We look forward to reviewing them there! We’ll do our best to respond to all applications and appreciate your time. 🙂

Image credit: Marie Campbell

Hello Yi – our new Berlin curator — October 14, 2013

Hello Yi – our new Berlin curator

“Berlin is a very diverse and vibrant city and has something to offer everyone… Berlin is a great city to embark on new adventures, start a creative project, or collaborate on fresh ideas.”


We heard you! We’re coming back to Berlin this coming week. We have a brilliant new curator in Aussie expat Yi Chen. Yi has been in the city over 18 months and was looking for something like The Fetch to help her discover what’s happening. She’a a perfect curator in that she’s worked across our core verticals of business/startups, creative/design and tech. Stay tuned as we bring you the best events, jobs and more in our new weekly format.

If you’re new to The Fetch, don’t forget to subscribe here. A big welcome to Yi!

How did you end up where you are today?

In 2009, I left a cushy office job in Melbourne as I was tired of being in a cubicle all day. I decided to head to Asia and fund my travels through freelancing. I eventually ended up at Saatchi & Saatchi in Taipei as the lead digital strategist. Nevertheless, I was itching to explore Europe so I packed up my bags again in 2012 and headed to Berlin. Currently, I’m a marketing freelancer and work with various creative agencies and startups.

Why did you want to get involved with The Fetch?

I enjoy discovering new things and my calendar is often filled with various events, from seminars and conferences, to workshops and meetups. When I stumbled across The Fetch, I thought it was the perfect opportunity to curate events on a regular basis and share them with others.

What things excite you about our community right now?

I like how The Fetch is tailored to the growing number of professionals in different fields and industries. It’s great to see additional cities being added with new subscribers everyday. I’m excited to kickstart Berlin’s newsletter again and catchup with some of the fetchers at the events.

What events do you recommend in Berlin?

Besides music events and art festivals, I really enjoy attending hands-on workshops and classes. For example, learning how to screen print at Betahaus or creating vinyl stickers at the Fab Lab. If you’re also a foodie, you will enjoy the cooking classes at Goldhahn and Sampson and Street Food Thursday at Markthalle Neun.

What’s your favourite thing about your city?

Berlin is a very diverse and vibrant city and has something to offer everyone. I love summer in Berlin as the city really comes to life and everything is happening outside.

What’s unique about Berlin?

It’s a popular European city where the cost of living is still very affordable. Berlin is a great city to embark on new adventures, start a creative project, or collaborate on fresh ideas. There’s a chilled vibe everywhere you go, meaning you can dine at a Michelin-starred restaurant in your jeans and t-shirt.

Where can we find you in Berlin?

During the week you can usually find me on my bike rushing between offices. On the weekends, I’m either brunching or picking up knick knacks from flea markets.

How can we connect with you?

Drop me a message on Twitter via @yiiee or

If you didn’t live in Berlin, where would you be?

I would love to one day live in New York or Tokyo!

You can also follow Yi and The Fetch Berlin via @thefetchBER and on Facebook. Sign-up to receive our events-packed digest via and get your work life covered!

Hello Fleur – our new Sydney curator — October 5, 2013

Hello Fleur – our new Sydney curator


“When you hear how other people think about things you discover new ways of solving problems. You never know how you might be able to apply that thinking to your own world/industry.”

I’m very excited to announce Fleur Fletcher as the new curator in our major city of Sydney. With that name, she was born for The Fetch! Fleur has been a long-time subscriber and has previously been involved in our City Ambassador Program for over a year so it’s great to have her step-up to our curatorial team. Fleur has a background in publishing, startups and marketing – and knows Sydney very well. Welcome Fleur!

Thanks also to our beloved outgoing curator Hannah DeMilta for an amazing two years in Sydney – you completely rocked it and have been a pleasure to collaborate with!

How did you end up where you are today? 

After starting in print publishing, I moved online to edit an online magazine. The marketing side also intrigued me, so interned at an agency to get some experience. By chance I heard about an entrepreneurial boot camp, and thankfully I had flexibility at the time to give it a go. There I met the guys from Pollenizer. I loved what they were doing, and I ended up working there for three years as a customer development manager. I’m now the Acquisition and Retention Manager at

Why did you want to get involved with The Fetch? 

I’m am forever sending friends and family articles that I think they will be interested in. The Fetch is one of my favourite resources, and being a Curator means I’ll get the same thrill of finding an awesome article/event/job for someone, but on a community scale (it will also give my family and friends a break for a while!). I also love hearing about and sharing other people’s cool stories – there’s so much to learn from the way others go about their business. I can’t wait to meet lots of people and hear what they’re up to!

What things excite you about our community right now? 

There are so many people with big dreams. It’s so exciting that people feel they are in charge and have the power to create the life they want.

What events do you recommend in Sydney?

There are so many types of events going on in Sydney. I recommend getting to as many types as possible. When you hear how other people think about things you discover new ways of solving problems. You never know how you might be able to apply that thinking to your own world/industry.

I always keep an eye out on The Opera House to see what talks they have going on. Creative MorningsWeb Directions, and Ignite. I look for anything around service design, and Brainmates also do good events. Because I’m interested in food and sustainability, I keep in touch with those areas through Feather and Bone and Real Food Projects.

What’s your favourite thing about your city? 

The food, the ocean and the space.

What’s unique about Sydney?

Sydney is a great combination of fast and slow. It can be as wild and fun, or as chilled and relaxed as you want it to be.

Where can we find you in Sydney? 

You’ll find me working in Surry Hills, cooking in my kitchen, swimming up at the northern beaches or breathing in the fresh air in the Blue Mountains.

How can we connect with you?

Connect through pictures on Instagram via @fleur29, or in text on Twitter via @fleurfletcher!

If you didn’t live in Sydney, where would you be? 

Copenhagen or California. Or anywhere close to the ocean, the snow and good local food.

You can also follow Fleur and The Fetch Sydney via @thefetchSYD and on Facebook. Sign-up to receive our events-packed digest via and get your work life covered!

Thanks to September’s advertisers — October 4, 2013

Thanks to September’s advertisers


Another month has gone and we’d like to pause to say thanks to our partners who used The Fetch’s promoted options this month.

We love you guys! Please check them out. 🙂

Interested in advertising on The Fetch? Book our options in just a few clicks here. If you’d like more details or would simply like to chat about how we can assist you, please email

Image credit: Andrew Bannecker

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