Runa is hiring developers

We, Runa (, are looking for great developers to join our small team. We’re an early stage, pre-series-A startup (presently funded with strategic investments from two large corporations) playing in the e-commerce space. We’re creating a new product in the small-to-medium online-retailing segment, and if we’re successful, it will be a very large disruption.

Techie keywords: clojure, hadoop, hbase, rabbitmq, erlang, ruby, rails, javascript, amazon EC2, unit-testing, functional-testing, selenium, agile, lean, XP

If you’re interested, email me at

If you want to know more, read on!

What we do

Runa aims to provide small-to-not-so-large online retailers with tools/services that companies like use/provide. These smaller guys can’t afford to do anything on that scale, but by using our SaaS services, they can make more money while providing customers with greater value.

The first service we’re building is what we call Dynamic Sale Price.

It’s a simple concept – it allows the online-retailer to offer a sale price for each product on his site, personalized to the individual consumer who is browsing it. By using this service, merchants are able to –

  • increase conversion (get them to buy!) and
  • offer consumers a special price which maximizes the merchant’s profit

This is different from “dumb-discounting” where something is marked-down, and everyone sees the same price. This service is more like airline or hotel pricing which varies from day to day, but much more dynamic and real-time. Further, it is based on broad statistical factors AND individual consumer behavior. After all, if you lower prices enough, consumers will buy. Instead, we dynamically lower prices to a point where statistically, that consumer is most likely to buy.

How we do it

Runa does this by performing statistical analysis and pattern recognition of what consumers are doing on the merchant sites. This includes browsing products on various pages, adding and removing items from carts, and purchasing or abandoning the carts. We track consumers as they browse, and collect vast quantities of this click-stream data. By mining this data and applying algorithms to determine a price point per consumer based on their behavior, we’re able to maximize both conversion (getting the consumer to buy) AND merchant profit.

We also offer the merchant comprehensive reports based on analysis of the mountains of data we collect. Since the data tracks consumer activity down to the individual product SKU level (for each individual consumer), we can provide very rich analytics. This is a tool that merchants need today, but don’t have the resources to build for themselves.

The business model

For reference, it is useful to understand the affiliate marketing space. Small-to-medium merchants (our target audience) pay affiliates up to 40% of a sale price. Yes, 40%. The average is in the 20% range.

We charge our merchants around 10% of sales the Runa delivers. Our merchants are happy to pay it, because it is a performance-based pay, lower than what they pay affiliates, and there is zero up-front cost to the service. In fact, the above mentioned analytics reports are free.

We’re targeting e-commerce PLATFORMS (as opposed to individual merchants); in this way, we’re able to scale up merchant-acquisition. We have 10 early-customer merchants right now, with about 100 more planned to go live in the next 2-3 months. By the end of next year, we’re targeting about 1,000 merchants and 10,000 merchants the following year. Our channel deployment model makes these goals achievable.

At something like a 5% to 10% service charge, and a typical merchant having between 500K to 1M in sales per year, this is a VERY profitable business model. That is, of course, if we’re successful… but we’re seeing very positive signs so far.

And we haven’t even talked about all the other things on our product-roadmap!


Most of our front-end stuff (like the merchant-dashboard, reports, campaign management) is built with Ruby on Rails. Our merchant integration requires browser-side Javascript magic. All our analytics (batch-processing) and real-time pricing services are written in Clojure. We use RabbitMQ for all our messaging needs. We store data in HBase. We’re deployed on Amazon’s EC2.

We need to be extremely scalable and fast. This is for two reasons –

  • The prices are offered to consumers in real-time, as they browse. There can be no delay.
  • The load on our service grows quickly – each time we sign on a merchant, we’re hit with the traffic from all their customers

It is a very challenging problem, and a lot of fun to solve.

Here are a few blog postings about what we’ve been up to –

We’ve also open-sourced a few of our projects –

  • swarmiji – A distributed computing system to write and run Clojure code in parallel, across CPUs
  • capjure – Clojure persistence for HBase

Culture at Runa

We’re a small team, very passionate about what we do. We’re focused on delivering a ground-breaking, disruptive service that will allow merchants to really change the way they sell online. We work start-up hours, but we’re flexible and laid-back about it. We know that a healthy personal life is important for a good professional life. We work with each other to support it.

We use an agile process with a lot of influences from the Lean and Kanban world. We use Mingle to run our development process. Everything, OK mostly everything 🙂 is covered by automated tests, so we can change things as needed.

We’re all Apple in the office – developers get a MacPro with a nice 30” screen, and a nice 17” MacBook Pro. We deploy on Ubuntu servers. Aeron chairs are cliché, yes; but, very comfy.

The environment is chilled out… you can wear shorts and sandals to work… Very flat organization, very non-bureaucratic… nice open spaces (no cubes!). Lunch is brought in on most days! Beer and snacks are always in the fridge.

We’re walking distance to the San Antonio Caltrain station (biking distance from the Mountain View Caltrain/VTA lightrail station).

What’s in it for you

  • Competitive salaries, and lots of stock-options
  • Cutting edge technology stack
  • Fantastic business opportunity, and early-stage (= great time to join!)
  • Developer #5 – means plenty of influence on foundational architecture and design
  • Smart, fun people to work with
  • Very comfortable, nice office environment


So, if you’re interested, email me at

Gotham Ruby Conference 2007

I attended GoRuCo 2007 yesterday, and it was a fine conference – where I met a bunch of old friends I hadn’t seen in a while. Here’s what the agenda looked like – I enjoyed the talks on Adhearsion, JRuby, and BNLs. And the conference took place in Google’s offices in NYC, and that was neat.

It was cool how many people knew of ThoughtWorks, and were interested in talking about what it was like to work there. (Probably less than the number that were interested in Google in the same way, but hey…) We ended the conference by finishing up with the afterparty in the wee hours of the morning. It was fun! Amazingly, both Deepthi and I won swag at the event – I got this neat laptop bag, and Deepthi got Rails Recipes. Oh, and here are some pictures.

You might want to read some live-blogging from the event.

CruiseControl.rb – Continuous integration for ruby projects


I downloaded and installed CruiseControl.rb today – from the ThoughtWorks website. Well, I suppose ‘install’ is not quite the right word as it comprised entirely of running a couple of commands, and took all of 30 seconds.

It works beautifully, right out of the box! The example on the website didn’t have any reference to the situation where you connect to your subversion server over ssh, so when I went ahead and tried it, it succeeded and then gave me the following message –

IMPORTANT!!! – It looks like you are connecting to your repository with an svn+ssh connection. For cruise to build this project, you need to have set up authentication caching for ssh, see this article

What a pleasant surprise! I like software that was designed with users in mind. The information above for setting up ssh authentication works like a charm, btw.

The mysql gem and Intel macs

I tried getting rails up and running on my (fairly) new iMac a few days back, and although I installed mysql gem currectly, the code was unable to connect to the mysql server. In fact, it threw an error –

mysql.c:2015: error: ulong undeclared

It befuddled me for a bit, because when the mysql gem is installed (gem list shows it), it compiles the native extensions – and that had succeeded. Or so I thought. Long story short – there appears to be a problem when trying to compile this gem on Intel Macs – and here’s the fix.

1. Go to gems directory – it will be somewhere under your ruby directory. Edit mysql.c, and add “#define ulong unsigned long” to it.
2. Then do ruby extconf.rb install mysql — –with-mysql-dir=yourmysqldirectory/
3. make
4. make install

This fixed things, and now, mysql can be used satisfactorily.

SQLite with RubyOnRails

That was nightmarish!

All I wanted was SQLite working with Rails. That’s all. And it was quick and easy – on my Ubuntu workstation at home, that is. And then, began 2 hours of gruesome agony – as I tried desperately to get the damn thing to work on my RHEL staging box.

I only have shell access to this machine – so no fancy graphical package manager. If I had a package manager, I would have selected libsqlite0-dev (the missing item) as well as libsqlite3-dev just to be safe, and would have saved myself the afore-mentioned two hour hair-pulling.

Here are the steps to get SQLite working with Rails –

* Download sqlite from Compile and install the usual way. Or just get the compiled versions.
* Install libsqlite-dev (both libsqlite-dev3 AND libsqlite-dev0-> AAARGH!)
* Download, compile and install swig ->
* Install the sqlite3-ruby gem
* Downlad ruby-dbi and follow instructions on

Everything should work now! I tested this with Typo 4.0.3 and it works. Phew!