More often than not entrepreneurship is something you can feel in your bones. It’s something that is modelled to you by parents or other family members or it’s often a desire, present from a young age, to be independent, to be a pioneer. In Dominic Koenig’s case, however, entrepreneurship is something he learned much later in life – a way of thinking, of questioning the status quo and recognising inefficiencies. Dominic’s entrepreneurial awakening was thanks to the Allan Gray Orbis Foundation’s Fellowship, and an irritating necessity – a morning alarm.
When embarking on his Fellowship journey with the Foundation in 2013, Dominic thought of himself as more of a humanitarian. In fact, his desire to help people and see South Africa transformed and flourishing is what initially drew him to the Foundation. He recalls: ”I had this burning desire to be a part of a community that sought to improve the socio-economic status of the country I love so much.” But the idea of becoming an entrepreneur was still far from his mind.
Then one morning in 2015 he woke up, for the umpteenth time, to his smart phone alarm. “I hated that sound; just dreaded it,” Dominic explains. That’s when he started questioning why the first sound you hear every day was something terrible and what life would be like if what woke you up “was actually something that’s awesome and amazing and something that you could look forward to.” He immediately arranged with his sister to perform some of her ridiculous accents and recorded them. For the next few days he played her funny recordings, starting his day with a smile instead of a groan. When Dominic eventually grew tired of these same recordings he started questioning again: What if his sister could send him new recordings without him knowing about them?
That was the genesis of Rooster – a mobile app, available on Android and IOS, that wakes you up with your choice of content, for example inspirational quotes, comedy, news or voice notes from friends. “It’s such a cool experience getting roosters from friends and family,” says Dominic. And the bonus is you wake up easier! “Because you’re comprehending something that’s being said, your brain has to switch on and listen.”
Rooster has the potential of being a game changer in advertising. Given the fact that almost everyone who owns a smartphone uses it as an alarm, the potential user base is colossal. Big brands could use Rooster to connect with these millions of users on a very intimate way – not with advertisements, of course, but with specially crafted content. Imagine waking to an inspiring message from a world-renowned athlete because you selected the content of a sports brand as your Rooster. The possibilities are endless, and imagining them all is what gets Dominic working long hours to make Rooster a success.
This understanding of hard work and determination is something he learned from his father, who, at the age of 40, started studying to be a radiologist. Dominic, his mom and three siblings all have “many memories of him studying for 12 hours a day, setting the best example of what sacrifice, determination and discipline entails.” Seeing how his father’s risk had paid off is perhaps why Dominic thought it worthwhile to give up an opportunity to do his articles at Deloitte in London. Another reason he was willing to dive right into an entrepreneurial venture right after university (he studied Business Science with Accounting at UCT) was the opportunity to work with his co-founder and school friend, Josh Perry. “He’s just the most positive, inspirational person.” Dominic explains that after surviving cancer Josh understood what it meant to live life to the full, which is why Josh quit his job at a very reputable medical tech company after Dominic shared the idea of Rooster with him.
Dominic’s version of entrepreneurial awakening – not experienced at a young age or as a deep-seated knowing – should offer inspiration to many. He and Rooster is proof that your entrepreneurial awakening can happen at any time. All that’s really needed is a new way of thinking, of questioning and solving inefficiencies, and some people to inspire and encourage you to take risks and work hard.