Minimalist Phone
About the Company
Impression is a digital marketing agency based in Nottingham, UK, co-founded by Aaron Dicks and Tom in November 2012. Initially, the business was a side project for the two founders, who were working full-time jobs at the time. They aimed to create an agency that could integrate seamlessly with clients' marketing teams and meet ambitious growth targets.
The company started small, operating from their bedrooms and working evenings and weekends. Their services focused on helping SMEs with paid media, SEO, and digital PR campaigns. Six months after founding Impression, Aaron transitioned to consultancy, allowing more time to focus on the business without significant financial pressures.
Today, Impression employs 103 people and operates from two offices in Nottingham and London. The company has evolved its service offering to become a strategic partner for clients, not only executing but also researching and devising marketing strategies. They are on track to hit their next revenue target of £10 million.
Idea Behind Company
Aaron and Tom's backgrounds in computer programming and web development played a crucial role in forming the idea for Impression. Aaron, self-taught in programming, stumbled into search marketing during a part-time job in university, where he learned about SEO and PPC marketing. This experience opened his eyes to the potential of applying technical skills in digital marketing.
After university, Aaron and Tom found themselves working together in a renewable energy business in Nottingham. They were exposed to various digital agency business models and quickly identified what worked and what didn't. Their dissatisfaction with existing agencies' inability to integrate fully with marketing teams led them to consider starting their own agency.
The lack of a local agency in Nottingham that met their standards, coupled with their entrepreneurial spirit, spurred them to create Impression. They started with a small client base, including connections, charities, and family friends, and invested in SEO to capture local demand. This foundational approach set the stage for their growth.
Creating the Company
The creation of Minimalist Phone began with thorough user research, including questionnaires and interviews, to understand the needs of potential users. Martin also drew on existing academic research in psychology to build a scientifically grounded product. This initial research phase was crucial for designing an app that effectively reduced screen time.
The first version of the app was developed in just eight weeks, focusing on delivering a minimal viable product (MVP). This approach allowed Martin to launch quickly and gather user feedback, which was overwhelmingly positive. Early users reported significant reductions in their smartphone usage, validating the app's concept and encouraging further development.
Martin continued to refine the app based on user feedback, which he received through surveys and email. This iterative process led to numerous improvements, such as better visualization and font adjustments. The app's ad-free nature also ensured that users could focus on reducing their screen time without distractions.
Launching the Business
Minimalist Phone's launch strategy began with a soft launch on the Google Play Store, followed by small-scale paid advertising. It took two months to acquire the first paying customer, a milestone that reinvigorated Martin's commitment to the project. The app's professional website, designed by external experts, played a significant role in attracting users.
Financed entirely by Martin's savings and earnings, the initial investment was modest. The primary costs included the Google Play developer license, website development, and some minor fees. Despite these limited resources, the app quickly gained traction and began generating revenue.
Effective marketing strategies, such as targeted PPC ads and professional customer service, helped attract and retain users. A/B testing of the onboarding process revealed that educating users about the impact of mobile use on the brain significantly improved retention rates. Building a community on social media platforms and engaging with influencers also boosted the app's visibility.
Earnings
Today, Minimalist Phone generates about $20,000 in monthly revenue, with 65% reinvested in paid advertising. The app sees 50,000 monthly downloads and has nearly reached 500,000 total downloads. Its success relies heavily on Google Play for distribution and discovery.
The team consists of Martin as the sole founder and developer, supported by five part-time externals handling various marketing activities. Despite its small size, the team has managed to grow the app's user base significantly, with month-over-month download growth ranging from 20-40%.
Future plans include expanding marketing campaigns to new countries, primarily targeting North America and Europe. No additional products are planned, as the focus remains on maximizing the potential of Minimalist Phone. An upcoming milestone is the app's launch on Product Hunt, scheduled for December 2022.
