Meet Janne Kyllönen, the founder of QuietOn, a groundbreaking company that creates active noise-canceling earbuds designed to help people sleep better. With a mission to become synonymous with sleep earbuds, QuietOn has delighted over 80,000 customers worldwide, generating more than $500,000 in monthly revenue. In this article, we delve into Janne’s journey, the challenges of launching QuietOn, and the innovative approach that has propelled their success in the sleep product market.
The Backstory
Before launching QuietOn, Janne worked at Nokia as a project and product manager, specializing in user experience and innovative technologies. The idea for QuietOn struck him during a moment of respite at Beijing airport. After trying out a pair of active noise-canceling headphones, he felt an immediate sense of calm, realizing the potential of this technology in helping others find peace in noisy environments. After Nokia’s mobile phone development concluded, Janne was determined to start a company that would improve people’s lives, with the vision of miniaturizing noise-canceling technology specifically for sleep at the forefront.
Designing and Prototyping
The initial prototypes of the earbuds were built on a shoestring budget, utilizing a couple of hundred euros and a significant investment of their time. Janne and his colleague, Matti Nisula, focused on creating simulation models and sourcing the smallest components available. The first prototypes were rudimentary, constructed with hot glue and nail polish, yet they demonstrated impressive noise-canceling performance. After receiving positive feedback from friends and even presenting the prototypes to Finnair, Janne and Matti established QuietOn and secured initial seed funding to refine their product further.
Launching the Business
To gauge market interest, Janne turned to crowdfunding, choosing Indiegogo as their platform. They crafted engaging video content and strategically built an email list to maximize outreach. Their hard work paid off on launch day, achieving $10,000 in sales, which quickly escalated to $50,000 the following day as the campaign gained traction. With a total of $1.3 million in sales from the campaign, Janne realized the immense potential for QuietOn to thrive in the sleep product market.
Attracting and Retaining Customers
Maintaining strong communication with customers has been crucial for QuietOn’s growth. Janne and his team actively gather feedback through reviews and surveys, continually adjusting their marketing messages and product features to meet customer needs. With a strong emphasis on product development, they recently released their third-generation earbuds, which received stellar reviews from outlets like TechRadar. Additionally, strategic collaborations with influencers and affiliates have expanded their reach, fostering partnerships that resonate with health and wellness audiences.
Current Success and Future Plans
Today, QuietOn’s mass production is fully operational, yet demand continues to outstrip supply. The company’s webshop, integrated with their factory, serves as a primary sales channel, allowing for seamless customer interactions and effective marketing strategies. As they scale production capabilities, Janne is optimistic about QuietOn’s future, aiming to solidify their position as the leading name in sleep earbuds.
Key Takeaways for Entrepreneurs
Through his journey, Janne has learned valuable lessons about launching a business. He emphasizes the importance of early customer testing and acknowledges the challenges of setting up mass production. For aspiring entrepreneurs, his advice is clear: “Test your product with customers early enough. If you’re not a little bit ashamed of how the product looks in the first usability tests, you are too late.”
Tools and Resources
QuietOn utilizes WordPress and WooCommerce for their webshop, alongside Google Ads and Google Analytics for marketing. Janne highly recommends “Why We Sleep” by Matthew Walker and “The Hard Thing About Hard Things” by Ben Horowitz as influential resources that have guided him on his entrepreneurial journey.
Conclusion
With innovative products that address a common problem and a customer-centric approach, Janne Kyllönen and QuietOn are paving the way for better sleep in a noisy world. Their story serves as an inspiration for entrepreneurs looking to make a meaningful impact in their industries. If you’re interested in starting your own sleep earbuds business or exploring how to create noise-canceling products, Janne’s journey offers valuable insights into successfully navigating the market.
