DNA 11 pioneered the application of genetic science in the creation of truly personalized unique custom art. We’re really proud of that fact. In addition to our DNA art, we continue to lead the way with innovative new products like our Fingerprint Portraits, KISS Portraits and our latest creation, the NEW! DNA Mini Portrait. We are focused on impeccable quality, and the kind of devoted customer service that might better be called ‘pampering’.
(DNA11.com, Sept 2009)
Adrian Salamunovic and Nazim Ahmed joined forces in July 2005 to launch DNA 11, located in Ottawa’s trendy market area. Today, DNA 11 employs nine staff and estimates that revenues will climb to two million in 2010. With clients all over the globe, DNA 11 is very focused on their direct online business that accounts for close to 90% of their revenue.
DNA 11 has been highlighted in a wide variety of media including websites such as Relvet, Designspotter and Josh Spear, magazines such as GQ, Metropolis, Playboy, Cargo, USA Today and Wired, and television shows including Cityline, Today Show, A-Channel, Fashion Television, and HGTV. A DNA 11 original piece was also the central focus of a CSI-NY episode last year.
Salamunovic graduated from Algonquin’s Business Marketing program over a decade ago. A serial entrepreneur, Salamunovic sold his first business when he graduated from Algonquin. He then dove into the world of online marketing working with clients to market their products and services using the latest Internet tools. At the same time Ahmed, was working in Ottawa at Bio-Rad. As a Western University science graduate, Ahmed was developing his skills as a geneticist and working with DNA imagining equipment. Both men were creative, curious, and looking for opportunity.
The idea for DNA 11 came to life over a glass of wine. Salamunovic noted some brochures of DNA imaging technology that Ahmed had on hand and remarked on the beauty of DNA as an art form. Salamunovic asked Ahmed to take an image of his DNA. He then framed it, displayed it, and soon started to receive rave reviews from friends and family.
Salamunovic, who at the time was a devoted reader of Trendwatching.com, realized that the idea of DNA as artwork fell into two recognized trends by Trendwatching, gravanity and massclusivity, which fueled the potential for this venture. With more research and the incentive of having interested clients, they jumped into the project in July 2005, first on a part-time basis then over a period of 6 months, they both quit their full-time jobs and committed themselves to DNA 11.
How did they grow the business? Salamunovic states that the key to their growth was “hard work.” “You need to be able to open a business with a telephone and a computer”, he continued. His recommendation is to consider opening businesses that are simple in design and require little capital to start-up.
Salmunovic and Ahmed started DNA 11 with $1000 each. They then leveraged client orders and financing to grow their business. There have been no angel investors or venture capital funding. Hard work, a reasonable cost model, a market that was willing to buy right away, an innovative product, a powerful brand image and the use of innovative marketing vehicles were the engine for their financial stability and growth.
DNA 11 sells personalized artwork to fairly affluent young urban professional and well established professionals. Their buyers are quite diverse and located around the world. The products range in price from $200 to over $1000. Many purchases are made as gifts.
DNA 11 introduced the DNA mini portrait at just over $200 late in 2008. They adapted to the changing economic environment with a strategy and product offering that had a wider appeal to a more financially conscience market. Because of their change in strategy, sales have risen during a time of economic slowdown for most other businesses.
Another change in their environment has been the introduction of close to 24 competitors all over the globe. When you are first in the market with a new product category, you are bound to feel competition nipping at your heals. DNA 11 has dealt with this threat by continuing to develop innovative products, entrenching their brand image as a pioneer and market leader as well as offering their “devoted customer service that might be better called ‘pampering.” (DNA11.com, Sept ’09)
My phone interview with Adrian Salamunovic was inspiring. He was open, forthright and authentic.
“There are several things that I attribute our success to and would like to share with students:
(1) Hard work. You have to work hard. There’s no getting around it.
(2) Think big. It doesn’t take a lot more to think bigger and if you want to go big you can find a way to make it happen.
(3) Passion. Find what you love to do.
(4) Image and brand is everything. For DNA 11 investing in brand image at the beginning was the best investment we made.”
DNA 11 is launching CanvasPop.com very shortly. You will soon be able to have personalized artwork delivered to your home or office. Take virtual content and turn it into tangible art. With CanvasPop you can have any image on canvas.
Thanks to Adrian Salamunovic for sharing his time and experience with us.
You can follow Adrian on Twitter @dna11 and @CanvasPop for the latest ideas, and tips and info.
You can also watch Adrian and Nazim on The Big Idea for part of their story.
Comments from a recent Algonquin Graduate:
Jennifer Willmetts graduated from Algonquin’s Business Administration- Marketing program in April 2009 and is the most recent hire at DNA 11 and CanvasPop. She is currently managing all post sales support inquires and upgrades while managing the social media presence on various social networking platforms.
“I would defiantly agree with all Adrian has said in regards to success, and would add that you should look for ways to challenge yourself and step out of your comfort zone.”
You can follow Jennifer on Twitter @canvaspop
