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Ivan Kyambadde - AJEA Media


Ivan Kyambadde - AJEA Media #1


Describe the idea:

AJEA is a digital media distributor that sells media products to areas with unreliable or no internet connections.  AJEAS unique selling point is that it uses a vending style machine to deliver media products like film, television, music, software, games, ebooks etc directly to the consumer.


Who are you? Previous education/jobs/ experiences etc.

I have just completed a Masters in Media and Communications at Malmo University. My final thesis in the Masters programme was an exploration of the media consumption in the developing world. My research interest coupled with prior experience in setting up and running a tech start up in the developing world prompted me to explore how to use technology to effectively deliver  digital media in areas without or poor internet.


What will you do during these three months? How will you spend the time?

During these three months I aim to establish three key goals. First I aim to complete the official registration with the related legal processes for setting up the company. Secondly I aim to reach out to traditional media distributors to secure content for distribution. Lastly, I aim to begin developing the distribution platform.


What do you expect to achieve during Leapfrogs? 


The main goals I aim to achieve during leapfrogs is to have a fully registered and branded media distributing company. Secondly, I aim to secure at least one commitment from a media content distributor to use the platform I aim to develop. Thirdly I aim to have my distribution platform in development or at least have a plan in place for the development of the platform. 



Tell us what you have done on your projects so far during the Leapfrogs time:

I reached out to four media distribution companies with the intention of interesting them to use the proposed AJEA platform as a distribution channel. I got positive feedback from two of the companies. Both companies requested a detailed pitch of my ideas and the development process of the ideas. I have spent the majority of my leapfrogs time refining my idea, business model, and drawing financial projections. I have also invested a great deal of time creating a brand and visibility for the company.


Has everything gone according to the plan? Has anything unexpected occurred? Has something been easier/harder than expected? 

No, things have gone quite differently from what I had planned. I was expecting that the majority of my leapfrogs time would be dedicated to developing a Minimum Viable Product (MVP). However, most of the work I have been doing has focused on reaching out to viable partners and developing the business case for the idea. Reaching out to viable partners /customers has proved harder than I anticipated. However, it has also helped me hone my idea in response to the customers’ needs and expectations.


What will you focus on during the remaining time? Will you follow your original plan or has anything changed along the way?

I have two scheduled pitches to potential customers/partners scheduled for early August. My focus is to dedicate my time in developing the content for the pitches i.e. branded identity, business case, development budget, legal registration etc. I expect that if successful, the pitches will lead to the development of an MVP that could be tested. I will also remain open to input from the pitching session. It is quite reasonable to expect that the input from the sessions will have a say in the direction of the project.


How did you experience the three months?

The three months were very busy and they went by quickly.


What has been hardest/most enjoyable?

The hardest part has been cold calling potential customers and users to engage them about my idea and its benefits. The most enjoyable part has been the experience of focusing on bring an idea to fruition.


Did it go as expected? Will you continue working on your project in the future?

No. It did not go as expected. It was much harder than anticipated. I will continue working on my project.


What would you say is the most important lesson learnt while working on your project?

The most important lesson I learnt is that it is critical to have a 360֯ view of your idea. At the inception, I had focussed almost entirely on the user perspective. As a result when I reached out to potential partners I was unable to answer critical questions about the implementation of the idea.


Do you have any tips to other ”new” entrepreneurs?

Run your ideas through several filters. Get feedback from as many people as possible so that you can see your idea from the perspective of different viewpoints.