“We aim to bridge the gap between art & science to create a futuristic experience for the musicians”- says the Flame-on Founder & 2unify Co-founder.
Michael Jobity, the Co-founder of 2unify and flame-on shares his insights on the startup movement, his success attributes, management style for more such future entrepreneurs.
Michael Jobity, with his leadership charisma and expertise in large-scale problem-solving, comes with high experience in a myriad of fields right from project management to manufacturing engineering, and digitalization, Michael has lead projects in multiple niches like Advanced Robotics, Database Management, IoT Device Integration, App Development (Android & iOS), Blockchain Facilitation, Web Design, Big Data & Artificial Intelligence.
Michael, along with his four highly talented Engineering Physicists, have successfully developed the world’s first hands-free robotic guitar tuning stand.
Michael was recognized as a Future Leader of Tomorrow by AIRBUS and McMaster for his innovative work within Bristol’s major plants.
He was also appointed as a Google Suite Champion & IET (London) STEM communicator. He is also the Founder & CEO of Flame-On, a company that connects students from across the globe with the passion to fuel collaboration on projects created by industry leaders.
Apart from him being an avid reader and accomplished pianist, Michael aims to utilize sustainable energy systems, digital technologies, and consumer electronics to generate solutions to real-world problems.
Michael joins Business Upside in this interview on business strategies, success parameters, and founder tips.
Edited excerpts from the interview:
1. Business Upside [BU]: How did you get your idea or concept for the business?
Michael Jobity [MJ]: Our product started as a final-year engineering project for the Engineering Physics & Management program at McMaster University. As a team of musicians, we saw that there was a gap between art and technology space. We started to meet with musicians in the Toronto area and ask them if there were any gaps that technology could solve. The technical limitations of musical expression started to become a common theme and eventually, the concept of tuning emerged. One of the members of our team, Ryan, suggested that we develop an innovative way to tune guitars. The idea of a hands-free tuner surfaced in our brainstorming sessions, but we were convinced that this had existed before. However, after doing extensive research and a prior art search, we found out that a hands-free tuning stand had not been created before. We pitched this to our faculty and started developing our device immediately.
2. Business Upside [BU]: What was your mission at the outset?
Michael Jobity [MJ]: Our mission at the outset was to unify art and science with robotics and artificial intelligence. Not only did we want to solve a problem for musicians, but we wanted to create a futuristic experience that could inspire others. It is rare to have products in the art space that incorporate cutting-edge technologies like robotic arms and computer vision. We always say that if Tony Stark were to solve this problem, he would probably create a product similar to what we have today.
3. Business Upside [BU]: How do you advertise your business?
Michael Jobity [MJ]: We advertise our business through social media advertisements (Facebook, Instagram, Tik Tok, YouTube), email marketing, influencer collaborations, press releases, online webinars, and targeted marketing campaigns. We are excited to launch a marketing campaign with Digital Music, based in Beverly Hills.
4. Business Upside [BU]: To what do you attribute your success?
Michael Jobity [MJ]: Two of the largest catalysts for our recent achievements include our team and our accelerator, the Forge. A lot of the technical barriers for this product were lowered by the talent within our team. Robotic design, electrical fabrication, software engineering, and assembly methods are all competencies that are abundant within our team. Furthermore, our accelerator, the Forge, has supported us in IP development, production contracts, pitch preparations, and financial strategy.
5. Business Upside [BU]: What do you look for in an employee?
Michael Jobity [MJ]: At 2unify, we value creativity as one of the most important competencies. Since our product has never existed before, many of the design modifications, marketing efforts, and production cycles require out-of-the-box thinking. We are thrilled to welcome new members who are excited about revolutionizing the music space and willing to learn quickly.
6. Business Upside [BU]: What is unique about your company?
Michael Jobity [MJ]: Our company has built a novel and innovative product that has brought robotic arms and artificial intelligence into the hands of musicians for a futuristic experience. Our unique mission is to bridge the gap between the arts and science. In addition to the innovative nature of our product, we have a very talented team with a background in engineering and a passion for creativity. Each of the founding members of our team plays a musical instrument and have a shared interest in modern physics applications. We were fortunate to pitch on Dragons’ Den and place 3rd in the top 100 Global Finals for the Entrepreneurship World Cup. Due to Covid-19, guitar manufacturers have also seen a record-breaking rise in guitar sales. There is a very special opportunity in the music space during this time and we are excited to bring our device to the hands of musicians around the world.
7. Business Upside [BU]: Does your company help the community where it is located?
Michael Jobity [MJ]: Definitely! Our team at 2unify has supported multiple Canadian universities, provided resources for early-stage startups, and created opportunities for students interested in entrepreneurship and innovation. Over the past couple of months, 2unify has participated in multiple STEM events, namely, the Ultimate MacEng Hangout (overview of starting a company for McMaster University), the NovaX Business Case Competition (featured company), participation in the Forge Accelerator Demo Day, and a feature in Startup Crawl by the Centre for Entrepreneurship at Mohawk College. 2unify has also provided co-founder testimonials for McMaster Engineering students, onboarded passionate software developers, and worked as a featured client for the DeGroote School of Business Advanced Marketing course.
8. Business Upside [BU]: If you had one piece of advice to someone just starting out, what would it be?
Michael Jobity [MJ]: My one piece of advice would be to immediately chat with individuals or businesses within your target market about your proposed idea. There will always be deep insights and valuable feedback that will allow you to create a product or service that directly addresses their pain points early on. This will save you time and R&D costs in the long term.
9. Business Upside [BU]: How do you measure success?
Michael Jobity [MJ]: There are many elements of success. At 2unify, we have a defined impact that we want to make in the music space, financial objectives, and an exciting work environment that we want to grow and maintain in the long-term. Consequently, I view success by the degree to which our impact, finances, and work environment are in alignment. Each of these categories can be measured through a series of weekly, monthly, and yearly KPIs that accurately reflect our progress in a quantitative way. For instance, one work environment KPI could include a minimum of at least 5 big ideas from the team each week, to ensure creativity and blue-sky thinking in the workplace. Altogether, a company’s ability to consistently measure these pre-built KPIs and meet its thresholds is a clear measure of success.
10. Business Upside [BU]: What is your management style?
Michael Jobity [MJ]: The management style at 2unify is collaborative, participative, and consultative. With a next-generation device like a robotic guitar tuner, production and R&D decisions are critical to the functionality of the device. Since we have a variety of design, electrical, and software engineers, it is important that each team clearly addresses their points with a highly integrated product. We also believe it is important to provide mentorship for new members and ensure that we are empowering the team to build on their competencies and learn from each other. Marketing, finance, growth, and sales follow a similar style, as it is important to recognize new opportunities and decide whether it is in alignment with the mission and vision of 2unify. Every aspect of the business is critical to 2unify’s success and we understand that each team is highly interconnected.
