This Side Hustle Spotlight Q&A features Alaa El Ghatit, founder of Side Hustle Spotlight LifeOnRecord. LifeOnRecord is a service that allows people to call in stories, memories and wishes for someone celebrating a birthday, retirement, wedding or other special occasion. Recordings are placed on a memory stick or vinyl record.
Image Credit: Courtesy of Alaa El Ghat
When did you start LifeOnRecord as a side hustle and what inspired it?
In 2006, I was working in a IT the employee benefits department of a large consulting firm, managing 60 people, and I wasn't feeling Complementing in my work. I didn't like being in meetings all day, and I wanted to get back to being more hands-on and working on something more meaningful, but I couldn't see a sustainable way to do that where I was.
I had been playing with a phone system in my spare time and wondered if I could create a business by getting people to call and record their favorite stories and memories about a person as a way to celebrate their birthday, retirementwedding etc.
What were some of the first steps you took to get rid of the side hustle?
My mother-in-law's 65th birthday is coming up and I thought she would enjoy hearing from all the kids, grandkids, friends, husband, etc.
So, as a test, I set up a phone number that everyone could call and gave the resulting recordings on a CD (remember – this was 2006). We listened to it all together on her birthday in her living room. She loved it, had tears and sparked many stories (18 years later, she still loves it).
I thought the idea had some traction, so I worked on it in my spare time to make it a service.
A few months later, I got it fired from work, and decided to take some time off to try and grow the business. People started ordering, but not in the volume that would allow me to support my wife and four children, so after nine months, I was hired as an IT director for a medium-sized company where I could be hands-on and manage a team small.
Were there any challenges that came with running a side hustle? If so, how did you navigate them?
Navigating to side hustle i LifeOnRecord presented three important challenges. First, I got used to the security of a corporate salary with the entrepreneurial aspect of LifeOnRecord. I enjoyed both, which kept me from fully committing to LifeOnRecord. Despite the automation and minimal time required by LifeOnRecord, the camaraderie of my corporate role left me hesitant to leave until 2022.
Additionally, keeping LifeOnRecord a secret from colleagues created an emotional barrier, making me more reserved and unable to share valuable insights in both of my worlds. This secrecy continued until the pivotal moment when I decided to leave my corporate job. Surprisingly, upon unveiling LifeOnRecord to the CEO, I found unexpected support rather than resistance. The company facilitated a smooth transition, allowing me to gradually shift my focus to LifeOnRecord, with the CEO even providing guidance along the way.
Finally, an early challenge involved protecting LifeOnRecord's intellectual property against infringement by a multinational corporation. Through persistence and directness NEGOTIATIONSthat lasted over a year, I secured a deal from them without legal interference and licensed my intellectual property to them for a fair but substantial licensing fee.
How long did it take you to start seeing consistent monthly income? On average, how much income did it bring?
Growth was gradual, but people who used the service talked about it with others and became repeat buyers. Before I focused on it full-time, it brought in just over $100,000 a year as a side hustle. With my corporate salary, it allowed us to live comfortably, fund college for my kids, and go on trips.
How much annual revenue is LifeOnRecord projected to have this year?
For me, it's not about money and growth, but more about me being able to provide a personal, customer focused Experience that I can be directly involved in. Having said that, last year was the first year it was a full-time venture and it brought in about $350,000 and this year we're going to double that amount. We are always super responsive to customer questions and requests, and I don't want it to get so big that stellar customer service is no longer a priority.
How have you handled scaling the company? What has really been key to helping him grow?
From the beginning, my strategy was above all else using technology to scale and improve the customer experience. Realizing that clients wanted more control over their contributions, I developed a “My Entries” portal for them to edit, organize or delete their messages. I've simplified the audio enhancement process by partnering with Dolby Labs for high-end audio clarity and noise reduction, and expanded input options beyond traditional calls to include six alternative methods.
(While) balancing this growth with my corporate responsibilities, I was mindful not to expand too quickly, aiming to maintain a healthy balance between my day job and LifeOnRecord. This balance allowed me to enjoy the benefits of my professional career and my entrepreneurial venture without overwhelming myself or the business.
A key NEW was introducing vintage rental rotary phones for wedding receptions for guests to leave messages for the wedding couple. Unlike competitors who simply rent phones, we integrated these parts into our broader service ecosystem. Guests love the charm of leaving messages on these classic devices, which are then enhanced and preserved through our platform.
As you look back on your journey with LifeOnRecord, is there anything you wish you had done differently?
There is a lingering thought that maybe I should have left the corporate world sooner to fully embrace the entrepreneurial path with LifeOnRecord. The lure of stability and predictable income often got in the way, anchoring me in a role that, while comfortable, probably limited the potential growth of my passion project. However, with every decision comes a silver lining.
Staying at my corporate job perhaps longer than I should have taught me invaluable lessons and experiences. It was in this professional environment that I honed the skills that later became crucial in navigating the entrepreneurial landscape: the discipline of project management, the art of negotiation, and the ability to lead a team.
This period also served as a vital incubation phase for LifeOnRecord. It allowed me to slowly but surely build the foundations of the business, testing ideas and perfecting the model without the immediate pressure of being my sole source of income. In a way, it gave me the freedom to experiment and innovate with less risk, laying the groundwork for what would eventually become LifeOnRecord.
What are you most excited about when it comes to the future of LifeOnRecord?
Customers have used LifeOnRecord in innovative ways. People have used LifeOnRecord to send audio thank-you notes, and brides have recorded their “yes to the dress” sentiments using LifeOnRecord, then played that recording as they walked down the aisle. I think there are many other ways to market LifeOnRecord that we can explore in the future.
What is your favorite part of running your business today?
I love the impact the business has on the customers. When I had a corporate job, I felt like a cog in a wheel, but with LifeOnRecord, I created a way for people to make a connection with others. I am especially grateful when people buy it and record messages for someone with a terminal illness. They say it's one of the few things they can do to show how much a person is loved.
Other than that, I like it lifestyle flexibility and we don't need to be accountable to anyone other than our customers. I love identifying with it and the excitement other people get when I share what I do.
Do you have any advice for others who are interested in starting a side hustle or business of their own?
I would suggest being kind to yourself. Although there is a flood of stories about individuals making astronomical sums from side hustles, such cases are extremely rare. Usually, progress is slower than expected, resembling a “two steps forward, one step back” dance.
Building a first principle business that will last requires PATIENCE and time.
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