Turning one's expertise into a business can happen even during one's studies. Matias Kangasniemi lives and breathes music. Under his company's name, he teaches guitar, performs live gigs, and creates his own music. The Idea to Business coaching encouraged him to continue on the path of entrepreneurship.
Guitar playing captivated Matias Kangasniemi when he was just 10 years old. The young boy realized his enjoyment in playing the guitar and improving his skills. By the time he was in upper secondary school, he pondered whether he could make a career out of playing the guitar.
After completing high school and music institute, Kangasniemi graduated from a conservatory as a professional musician. His studies continued to draw him in, leading him to pursue music pedagogy at Jyväskylä University of Applied Sciences and further studies in music education at the University of Jyväskylä.
"Over the years, I've performed gigs and played as a musician in various projects. Additionally, I've almost always been teaching guitar and creating my own music by playing and singing," Kangasniemi explains.
He serves as a prime example of how a beloved hobby can evolve into a fulfilling career. Playing the guitar is a way of life for Kangasniemi. His extensive experience in the music industry has boosted his confidence and laid the groundwork for his entrepreneurial ventures.
"The idea of entrepreneurship stemmed from the notion that I could invoice gigs smartly and operate professionally. The passion for music and working with people through it motivates me. Entrepreneurship allows me to live life on my terms, being my own boss."
Kangasniemi established his own company in 2017 while still studying at Jamk University of Applied Sciences. He recalls a teacher once saying that the university years are the best time to start a business because one's livelihood doesn't entirely depend on it. However, predicting success in the music business isn't always straightforward.
Successfully combining university studies with entrepreneurship has been achievable, as school and work seamlessly intertwine. Currently, Kangasniemi is finalizing his university studies, teaching guitar as an employee, and managing his own company.
In the spring of 2023, Kangasniemi realized he needed one more course for his master's studies. Jyväskylä University offered the Idea to Business coaching, allowing students to develop their business ideas further. Sparring the idea would also grant five credits.
"I had already independently gathered knowledge about entrepreneurship, but I wanted to receive all the tips from the coaching. The coaching aligned with the direction I was already heading in," Kangasniemi concludes.
The Idea to Business coaching kicked off in May 2023 as an intensive five-week stretch. Kangasniemi already had a clear idea of what he intended to do. The musician wanted to create an online guitar training program called the 30-Day Guitar Challenge.
"The most important lesson from the coaching was that I received affirmation, encouragement and mentoring for my business. I had been doing the right things in the right order. It felt valuable even just to be able to tell the experts what I had accomplished."
Matias Kangasniemi
"Since one person's resources aren't sufficient for everything, I wanted to scale my teaching online. Before the coaching, I had already built a website, conducted social media marketing, and acquired customers. There had been sales too."
Kangasniemi admits to being an artist at heart, less interested in numbers and details. From the coaching, he gained more clarity, for instance, in creating a cash flow statement. He never had to tackle things alone; everything was discussed collectively.
"The most important lesson from the coaching was that I received affirmation, encouragement, and mentoring for my business. I had been doing the right things in the right order. It felt valuable even just to be able to tell the experts what I had accomplished."
According to Kangasniemi, the Idea to Business coaching had a communal, open, and encouraging atmosphere. Hearing other participants' stories and business ideas was intriguing and provided lessons for his own endeavors. Conversations with the coaches also felt relaxed.
"External investors were an entirely new concept to me. I hadn't considered it as a realistic option at all. During the coaching, I felt that my own business genuinely had potential, that an investor might become interested in."
Currently, Kangasniemi's business is at a turning point. He still works part-time as a guitar instructor, but in the future, he aims to sustain himself entirely as an entrepreneur. He anticipates that his company will soon take off properly.
"As an entrepreneur, I want to merge the lives of an artist and an educator. Through performances and creating music, I aim to encourage and delight audiences. While teaching, I can give of myself and assist others."
"I want to utilize this kind of a resource, where I can have a personal coach supporting me throughout the year."
Matias Kangasniemi
The Guitar Challenge has received a positive response from customers, as similar online coaching programs are scarce. Kangasniemi has already made nearly a hundred online sales. His email list also boasts thousands of interested individuals.
"Instead of striving to succeed by all means possible, I'm now focusing on maintaining a balance between work and leisure. I'm learning to do things within my limits of endurance. Entrepreneurship is a challenging pursuit when it involves your own passion," ponders Kangasniemi.
Following the Idea to Business coaching, Kangasniemi applied for the Business Coaching program. His initial impression of the coaching has been really positive. In the future, his goal is to delve deeper into areas such as product development, customer acquisition, budgeting, and team building.
"Even the pitching session for entering the Business Coaching was educational, inspiring, and a fun experience.I want to utilize this kind of a resource, where I can have a personal coach supporting me throughout the year."
Photos of Matias are taken by Maiju Kaustinen.