Ensure that p.StartInfo.WorkingDirectory
points to a directory where pdf files are located.
If those files are in upload directory, than it should be:
p.StartInfo.WorkingDirectory = HttpContext.Current.Server.MapPath("~/upload");
This property specifies a working directory (default directory where files will be searched by pdf2swf, if no path specified) for pdf2swf. Currently it will search for PDF files in HttpContext.Current.Server.MapPath("~")
directory.