The two co-founders of the song request app One28, CEO Adrien Crastes and CFO Alexandre Coyette, are working hard in Europe and the United States to simplify how audience members request their favorite songs from DJs. The debut of the One28 User App and One28 DJ App at the MK Club in Monte Carlo was a success, with DJ Chris S taking more than 50 requests the first night. That enthusiastic reception led to One28 quickly spreading across Southern Europe within two months of the app’s launch. Now, after One28’s introduction at the Faena Miami, Adrien and Alexandre have accomplished the second phase of their business plan: to connect with American DJs and build momentum in the country’s burgeoning club scene. They took a break from redefining the DJ-audience relationship to reflect on what it takes to run a successful startup and to offer suggestions for other business leaders.
“First, it is crucial that every entrepreneur focus on one message and never deviate from it. Doing so can help cement the company’s branding,” says Adrien. “One28 is known as the app that helps music lovers reach the heart rate of adrenaline: 128 beats per minute. It’s what happens when a person hears their favorite song. It’s a powerful idea, yet because it is so simply stated, it sticks in the minds of the public. Our message is now a vital part of our branding and has contributed to our success.”
Alexandre says that he has learned that it is important to celebrate every win, no matter how small it might appear in the overall journey. Keeping the big picture in mind at the exclusion of appreciating smaller wins can lead to burnout.
“At One28, we envision our app on every continent and at every club and party,” Alexandre states. “That day will come, but obviously there remains a lot of hard work to do. So, we have learned to celebrate the accomplishment of smaller wins, which included when DJ Chris S used our app at the MK Club.”
“It was incredible,” Adrien agrees. “It was an amazing feeling to know that our app was facilitating effortless communication between partygoers and DJs even as the music pounded and the lights were off. That win has stayed with us as we have launched the app in the United States.”
Alexandre recommends that entrepreneurs be strategic about how they introduce their products to consumers. “We chose to debut One28 in Monte Carlo because it is the center of Southern Europe’s club scene,” he explains. “Every major DJ plays there before going on to other cities in France, Italy, and elsewhere. By starting in Monte Carlo, we were ensuring that the One28 app would spread more quickly on the DJ circuit, which is exactly what happened.”
With this in mind, Adrien recommends marketing to a select group of people who have the ability to spread a company’s message quickly.
“We could have reached out to many individuals but chose to focus on DJs because they are part of a close-knit community,” he says. “When DJ Chris liked our app, he told another DJ, who told another DJ. It didn’t take long before DJs across France and even in the United States were hearing about our free app that gives them the ability to receive and deny song requests while maintaining full control over the song list.”
Alexandre recommends that entrepreneurs not rush to create their next product without first making sure that their first has been optimized.
“If you feel pressured to create the next big thing, you may miss out on crucial opportunities to deliver more value to your customers and increase revenue,” he explains. “At One28, for example, we had a great launch in Europe and here in the States. That didn’t mean, however, that we couldn’t still improve our product.”
With that in mind, One28 is now accepting GBP, USD, and EUR for payments and payouts to DJs. By increasing the number of currencies accepted, the app now has the potential to be used in the United Kingdom, a new market.
“We also just released our web app and are working on our Mac OS DJ app version,” Alexandre reveals. “Everytime we add a new feature, we are increasing the reach of our product and opening up new sources of revenue.”
Adrien has some suggestions for accepting potential investors. “At One28, we only accept investments from family and friends because of our belief in the importance of working with people that we know really well and that share our vision rather than people who are just trying to make a return on their investment,” he states. “We believe passion and a close-knit team are instrumental to success and can take a company much further in the long run.”
As Adrien and Alexandre introduce One28 to clubs and parties across the United States, they offer one last bit of advice to leaders of startups: enjoy the journey.
“It really is true that if you are an entrepreneur, you are in it for life. Every year will bring its own share of challenges and successes,” Alexandre says. “So, savor every victory and be proud of what you’ve accomplished. You are a business owner, and that means you have already won.”
