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SOMNOX' ONLY WAY IS UP AND THIS IS WHY

In its new feature THE ONLY WAY IS UP, MASTERS turns the spotlight on startups that have the balls to hurl an innovative idea into the world. This time, MASTERS turns the spotlight on Somnox, an innovative sleep robot that makes ceiling duty pass you by.Text: Patrick Stoffer
Image: Somnox

Somnox Sleep Robot

Staring at the ceiling forever, looking away at the hands of your clock or moving from one side to the other. You can't deny that you've never had to deal with this. Somnox's sleep robot attempts to do away with insomnia once and for all. MASTERS quizzed Somnox's CEO & Founder Julian Jagtenberg on the success of the startup founded in 2017.

Started from the bottom and now we're...

''We have currently already helped 8,000 people sleep better in the Netherlands, United States, United Kingdom, Japan and Russia. That's what's central to us - helping people with sleep problems. Every story of someone sleeping better is insane, because it resonates with all aspects of life.''

Best tip you've had?

''Be obsessive with your end customer. The success of your business is directly tied to the value you deliver to the customer''.

Why is Somnox so successful?

''We change people's lives by helping them sleep better. If you can help someone solve an obvious (painful) problem, from that comes growth and making money. It really starts and ends with your value proposition. Sleep is such a fundamental part of a healthy and vital existence that people care deeply about it. Our patented innovation is also only available from us which gives us a monopoly in this area''.

Why didn't I think of that?

''I think it's insane what Nikola Tesla put down - with AC (Alternating Current). How an inventor managed to set up modern life as we know it is insane. Often the greatest thinkers/inventors are a tipping point in society. But an idea is not worth anything. It is the execution and actual realization of the idea that only 0.0001% of people do. So a deep bow to anyone who manages to make it happen.''

What would you do with 1 million?

''Invest in Somnox and commit to raising our profile - so think 360 marketing campaigns internationally. I also want to provide more scientific evidence and invest in studies in collaboration with leading agencies. I also want to expand our product portfolio to serve new target groups - children and the elderly.

Offer you can refuse

We have plenty of run-up investors and also possible exit parties. However, we are very selective with whom we do / do not want to proceed. On the television program Dragon's Den we received an offer from Dragons' Investors Pieter Schoen and Michel Perridon of € 2,000,000 for 20% of the shares, this we have accepted''.

Where will Somnox be in five years?

''At the head of the largest international sleep player. By then I want to have helped at least 500,000 people get a better night's sleep, preventing illness, car accidents and burnout''.

THE ONLY WAY IS UP

THE ONLY WAY IS UP is a brand new column from MASTERS, asking successful startups* about their success, inspiration and future. Each week a new startup will be spotlighted, so be inspired! Also curious how startup Felyx is taking the route to success? Read it here.

Your startup also in the spotlight? Mail for the possibilities to Patrick Stoffer (patrick@mastershq.nl).

*Startup: a company no more than five years old focused on rapid growth with an innovative idea: young, ambitious and innovative.