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Kate Matsudaira
Kate Matsudaira. (GeekWire Photo: Annie Laurie Malarkey)

Popforms, a Seattle-based company founded by former Decide.com and Moz exec Kate Matsudaira, is now owned and operated by a California-based e-learning company called Safari Books Online.

Matsudaira started Popforms to create content and tools that help employees and managers be more productive at their jobs. Popforms had already provided content to Safari’s platform for the past two years and Safari had shown interest in acquiring Popforms’ assets.

Matsudaira, a former Amazon and Microsoft veteran who bootstrapped the startup, said today that she was simply ready for something new.

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“When you bootstrap a company and don’t take funding, you are constantly making decisions about how to keep the company afloat, how to make more profit — sometimes that means you are doing things you’re not really good at,” she said. “I think I wasn’t in a role that played to my strengths and it wasn’t as much fun anymore.”

Matsudaira said she “couldn’t imagine a better home for Popforms.”

“I knew it would be a great place for our content and users,” she added.

Matsudaira noted that the two other employees at Popforms “have all found work and are doing different things at different places.” She said she’s undecided about her next career step.

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