Describe the business
We cover all areas of print design, digital design and augmented reality [technology that superimposes digital elements onto a user’s real surroundings] – it’s the bridge between print and digital.
If you are a real estate company, you can make images [on a leaflet, for example] become a slideshow or take you on a 360-tour of a property or a location.
Many industries can benefit from augmented reality, it is creating a new era in communication. I see a big potential there and we are one of the early adopters.
Why did you start your own business?
I like working independently. I knew it was going to be a challenge but I like pushing myself. In the end the biggest challenge was working on my own and creating an initial portfolio.
Magnetic has eight employees, including myself. In the beginning, when it was just me, it was hard and there were a lot of sleepless nights. You are finance director, sales department, HR, project designer…
What was your lightbulb moment?
I have previously worked for multinational companies as a project manager and a marketing and sales manager. I got frustrated with the hierarchical structure and the formalities that existed. I wanted to do something that allowed me to be creative and innovative, so I decided to return to higher education to study graphic design.
After completing my degree, I realised that working for someone else really wasn’t for me. This is when setting up my own business seemed like a good idea. At that point, I said to myself: “I’m 28, I have nothing to lose. So why the hell not?”
Which project are you proudest of?
A campaign called Istanbul@Mipim, which we completed for Istanbul Chamber of Commerce. This appeared at the world’s biggest real estate expo, Mipim, in Cannes, France.
It was the first time we’d had the opportunity to show off all our services within a single project. We designed the interior and the exterior walls of a 300 sqm pavilion, all the printed collateral – including posters and outdoor billboards – and built the website and information touchscreens.
All the printed material we made was enriched with augmented reality technology, which allowed them to take their audience on a 360-degree interactive tour of Istanbul.
What skills do you look for in your staff?
Good design – but that’s not enough on its own. I look for team players who can multitask and juggle projects. Having a positive attitude in life is also crucial, as it lifts the whole atmosphere of our office.
What are your plans to expand the business?
I am a strong believer that uncontrolled growth is dangerous. It needs to move step by step. However, I see lots of potential in Berlin and Barcelona, and we can speak Spanish in our team.
How important is it for small businesses to have language skills?
It’s super important, I can’t emphasise enough how important it is to talk to people in their native language. You need to understand their needs in their native language.
What advice would you like to offer to wannabe entrepreneurs?
Stick to what you do best, and don’t give up. Investing time in the hiring process will be worthwhile. Not only should new employees have the skills to do the job, they should be someone you can see yourself getting on well with. The jump from a one man show to a company of two plus can be frightening, but it gets a lot easier.
Kaan Aydogmus is the founder of Magnetic London
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