How Canva transformed a simple idea to become global leader

In an engaging interview hosted by Mary Meeker, General Partner at Bond, Canva co-founder Melanie Perkins shared the story of Canva’s evolution from a startup idea born in Perth to a global leader in design software. 

Reflecting on her entrepreneurial journey, Perkins discussed her early ventures, the challenges of scaling, and the breakthroughs that shaped Canva’s growth. From bootstrapping with Fusion Books to developing an AI-powered design platform, Perkins emphasised her passion for empowering people to create.

Early Ventures and Fusion Books: Laying the Foundation

Perkins’ entrepreneurial spark ignited as a teenager, selling handmade scarves to boutiques in Perth. “I made them myself, nervously called up stores, and sold them on consignment,” she recalled, crediting this early experience with shaping her future business mindset.

At university, Perkins studied communications, psychology, marketing and management, though she never completed her degree. “I thought if I studied everything, something would click,” she joked. During her time as a design tutor, she noticed how complicated traditional tools like Photoshop were for beginners—a realisation that led her to create Fusion Books. The platform allowed schools to collaboratively design yearbooks online, marking the first step toward what would eventually become Canva.

“It was chaotic. We printed and shipped everything from my mom’s living room,” Perkins laughed. But Fusion Books’ success confirmed her belief that design could—and should—be simpler.

The Silicon Valley Hustle: Building Canva from the Ground Up

In 2012, Perkins travelled to Silicon Valley to raise capital and turn her vision for Canva into reality. Despite rejection from more than 100 investors, she persisted. “Every ‘no’ was a chance to refine our pitch,” Perkins said. It was through this perseverance that she met Bill Tai, a Silicon Valley venture capitalist, who connected her with engineers and future co-founder Cameron Adams.

Though she initially struggled to find traction, Perkins described those months as transformational. “It was like finding my tribe—people who understood startups and innovation.” With introductions from Tai and Google Maps co-creator Lars Rasmussen, Perkins assembled a team and launched Canva in 2013. The same year Melanie came to speak at Pause Fest, pitched by VC’s as the next big thing, whilst Canva was still in beta.

Product Launch and Early Challenges

Canva’s early user testing revealed an unexpected challenge: many people were afraid to use the platform. “People didn’t think they were creative,” Perkins explained. This insight led to the introduction of gamified tutorials, designed to build user confidence. “We wanted to make design fun, so we created challenges like dragging a hat onto a monkey.”

The launch of Canva also brought the company’s first taste of rapid growth, fueled by its freemium model. Perkins emphasised that user feedback was a critical part of Canva’s evolution. “We built what users asked for and closed the loop by letting them know their ideas shaped the product. That’s a competitive advantage most companies overlook.”

Scaling Globally and Embracing Education

From day one, Canva had global ambitions. “Our mission is to empower the world to design, so we knew we had to reach every corner of the globe,” Perkins said. Over the years, Canva expanded into multiple languages, making the platform accessible to non-English speakers.

A key driver of Canva’s success has been its presence in education. Today, more than 80 million students and teachers use the platform. “I recently met a little girl who showed me a video she made for her dad using Canva,” Perkins shared. “Seeing children unlock their creativity is one of the most rewarding aspects of what we do.”

Navigating Challenges and the Pandemic Shift

Canva faced significant internal challenges, including a two-year redevelopment of its core platform. “We had to rebuild from the ground up, which felt like walking through a dark tunnel,” Perkins admitted. But the effort paid off, enabling the company to add features like simultaneous collaboration and cross-platform functionality.

When the COVID-19 pandemic hit, Canva’s usage soared as schools and businesses shifted online. “It was our best month ever in March 2020—150 million designs were created,” Perkins said. Canva quickly adapted by launching templates for virtual events and remote learning, helping users navigate the sudden shift to digital communication.

AI Innovation and Enterprise Expansion

Perkins highlighted Canva’s investment in AI as a key driver of future growth. “AI was a natural extension of our mission to reduce friction between ideas and design,” she explained. Tools like the Background Remover simplified complex tasks, while features like Magic Media enabled users to generate images from scratch.

Canva’s enterprise efforts have also taken off, with companies like Salesforce and Expedia integrating the platform into their workflows. “Salesforce reported a 63% increase in design production, and approval times dropped by 93%,” Perkins shared. These results underscore Canva’s ability to drive efficiency across large organisations.

The Future: Dreaming Big and Staying Grounded

Perkins attributed Canva’s continued success to setting ambitious goals. “One of our core values is to dream big and figure out how to make it happen,” she said. Canva’s two-step plan—“build one of the world’s most valuable companies and do the most good we can”—guides its long-term vision.

As for managing the pressures of entrepreneurship, Perkins offered practical advice. “I write letters to myself, meditate, and get out into nature. It’s important to have tools to manage the emotional rollercoaster of building something big.”

In her conversation with Mary Meeker, Melanie Perkins painted a picture of resilience, innovation, and relentless pursuit of a vision. From selling scarves to building a global design platform, her story underscores the importance of persistence and adaptability in entrepreneurship. Canva’s journey from startup to world leader is far from over, with AI innovation and global expansion paving the way for the company’s next chapter. As Perkins put it: “The most exciting part is that we’re just getting started.”