“It takes a lot of repetition to learn to play an instrument, whereas games make us do simple things over and over again,” Kaipainen explains.
The duo’s interactive Yousician app is a response to this observation, recognising a person’s playing of a musical instrument in real time and providing feedback to the player. The app focuses on learning to play the guitar in particular, but you can also use it to practise playing the bass, piano and ukulele, as well as singing.
The app was only an idea on paper when Kaipainen and Thür received AVEK’s DigiDemo grant for their concept in 2010–2011. The DigiDemo grant facilitates the development of new audiovisual or other cultural content and its narrative forms.
“DigiDemo was a timely product development grant that was specifically intended for creating an early-stage demo. At the time, we were in the final phase of our studies and just starting our first business,” Kaipainen recalls.
Over the past 15 years, Yousician has made its way to international markets. The app has 20 million active monthly users. The company has grown into an organisation of around 100 people, with a turnover of over EUR 50 million.
Along the way, Kaipainen has stepped down from the board, but Thür continues to be involved in operations.
An effective product demo helps convince stakeholders
“In many cases, there are very few resources available for developing the business idea in the start-up phase of a business, compared to what you need,” Kaipainen says. In addition to the DigiDemo grant, the app received a product development loan from Tekes, which later became Business Finland.
“With the help of DigiDemo, we built the concept into a playable demo for people to try out. The grant played an important role in helping us find external testers and refine the user experience of the app before its actual release.”
With different forms of early-stage support and self-financing, Kaipainen and Thür were able to demonstrate that they had a viable consumer product that was appealing to customers. At the turn of 2011 and 2012 – less than a year after receiving the demo grant – they raised just over EUR 1 million in funding from a US venture capitalist.
As a founder of a company and an entrepreneur, Kaipainen considers product demos to be important tools of communication for impressing different stakeholders. Without a tangible demo, it is difficult to explain the concept well enough.
“Be it an investor, a partner or an employee, the functionality and visuals of a demo have a big impact. Today, with the evolution of tools, we can talk about the first product rather than only a demo with regard to software.”
“The importance of grants is highlighted in the early stages in particular if the creators have no other background to convince potential investors or other parties.”
Kaipainen would like to see different support functions considered from the perspective of opportunities – and not just as targets for cuts.
“In these times in particular, with AI bringing about great change, it would be important to focus on ways to encourage people to create new business and work for themselves.”
The app has potential for growth around the world
It was clear to Kaipainen and Thür from the start that Finland’s small domestic market meant that they would have to view business from a global perspective. Competition between consumer products is fierce. In order for a company to succeed, the business model, product and customer acquisition must work together seamlessly.
“Playing and practising music is a global phenomenon that goes back thousands of years. This need is a good foundation to build on,” Kaipainen remarks.
Yousician’s growth story has been accelerated by the digitalisation of society. While the company has been conquering the world, app stores, smartphones and mobile tools have evolved.
Kaipainen is excited about Yousician’s future. The original vision has not become outdated.
“Yousician has a great team, and technology is evolving at a rapid pace. On this basis, our goal to ‘make musicality as common as literacy’, which we established in the early stages of the company’s life, seems to be more a matter of time.”
Text: Nelli Leppänen