Kristof Mettepenningen - Founder of Apollo Movie and Music Magazine
Tuesday, 12 January 2010 | Spin-Offs and Start-Ups
The Journal Europe Future Leadership Institute invited Belgian Kristof Mettepenningen to portray his Apollo start-up. Mettepenningen and a crew of young writers decided to launch "Apollo", a quality music and movie magazine in Flanders.
The launch of Apollo - PART 1
The question was hanging over these Flatlands, in big fluorescent letters surrounded by neon lights and strobe flashes: Why has nobody tried to launch a serious music and movie monthly in Flanders?
A lot of people were screaming for a quality magazine to come over here. A lot of people confirmed me there was an empty spot on the market for it. And above all: everybody, and I mean EVERYBODY, has an opinion about a new monthly magazine touching on music and movies and all things related.
All nice and well, but nobody was crazy enough to give it a go. Until now. I'm crazy, I'll do it.
Kristof Mettepenningen Apollo Founder (Picture © Kwinten Verspeurt)
I started to write a business plan to see if my general idea could hold its ground on the market. And I must admit that since I wrote that initial business plan, I've changed the numbers quite some times. I searched for weeks for information on the printing scene in Flanders. The different players on the market. Other attempts to launch new magazines. I talked, talked and talked to different people with different profiles. People working in the music industry, advertising brands, film industry, journalists and most importantly, to my girlfriend.
A business plan consists of words, words and words. The financial plan however is the real map. It does not have to be perfect, but it is your safest guideline throughout the process. But the biggest secret, the most important element in my or any other business plan is to find the right balance between the most interesting people in the field. How do you assemble such a team? Again: by talking, talking and talking.
Using my network has brought me here today.
Why has nobody tried to launch a similar magazine overhere? It's a pretty good question that makes most answers seem clueless. I only know that when you look at the media in Flanders, more in detail the printing media, you'll find a heavy concentration around a handful of editors and their companies. All doing great things, but all of them very focussed on their main products and in times of economic crisis not seeing or seeking opportunities.
Now more than ever is the perfect moment to defy their gravity and put a new magazine in orbit.
So I started the pursuit of my dream. Fully awake. It didn't take long to find the best graphic designer. I knew him from past experiences. He's the best anyone can find. Very important during the negotiations was the commitment he showed. He truly believed in my project and he also understood that it was not going to be easy. He accepted the fact I was starting a business and couldn't give the best competitive salary. But that was not important. He believed in the project, I believed in him and there was a mutual trust and understanding.
After a more intensive search I found a great senior writer. Surprisingly, you feel these things in the first 10 seconds. Yep, the guy has it. He has it to take my business plan to a higher level. It's all about shared understanding, confidence and passion. Nevertheless it is my job to keep this team together, to keep this team motivated and to make sure this team delivers!
Apollo, that's my baby. It was a cold morning when my senior writer proposed Apollo as its name. A hot bowl of soup, a sandwich and a smile. Yes! Apollo it was: the new music and movie magazine for Flanders. A twinkle in the eye ready to be transformed into a radiant rocket on a platform. Launch: February, 2010. We had 4 months to make it happen.
I may be crazy, but I'm not alone.
Apollo's future
Our main target: to become a rock solid magazine in the Flemish market (and not only about rock). Furthermore we are looking at the different possibilities to develop Apollo on a cross-media platform: mobile applications, internet community building, radio and television formats, live events. All directed from a central space station (more virtual than geographical) with people tuning their specialty and cementing the interaction between each other.
We have our music and movie story, but there are other related paths and subplots on the market, which will be monitored and evaluated constantly through research. If profitable, we will set steps in these directions. Always respecting our first and foremost mission: to inspire and to inform.
To achieve all this we first have to establish a high quality magazine and website. After six months we will organize the first Apollo event to draw our audience closer to the project. These events will focus on music and film, but taken out of their normal context in true Apollo fashion.
Claiming our spot in the market and maintaining it, is all about the right balance between the number of readers and the advertising income, and about gaining everybody's confidence. We are truly convinced that our project has the potential to earn its place in space.
They all said this wasn't going to be easy. But that's what they always say about the good things in life.
Curriculum Vitae Kristof Mettepenningen
Personal
- - Marital status: not married
- - Kids: Lore Mettepenningen (02/12/2003)
- - Nationality: Belgian
- - Age: 31
- - Birth place: Sint Niklaas
- - Current address: Zaventem
Education
- - 1996 - 1999: Katholieke Hogeschool Mechelen: Communication with specialization Media and Education
- - 1995 - 1996 : Katholieke Universiteit Leuven: Germanic Languages
- - 1990 - 1996 : Sint Michiels Instituut Keerbergen: Modern Languages / Economy
Diploma
- - Katholieke Hogeschool Mechelen Communication specialization Media and Education
- - Sint Michiels Instituut Keerbergen ASO Modern Languages - Economy
Work experience
- - 2006 - 2009 : Masterlease
Function: Lease Consultant
Tasks: start up multi make leasing Belgium / hunter region Antwerp, Limburg and Flemish Brabant / extend the brand awareness for Masterlease in the market / Key account manager
- - 2006 - 2006 : Office Solutions
Function: Consultant Xerox House Mechelen
Tasks: Selling Xerox copiers and fax machines (multi functionals etc.)
- - 2005 - 2006 : PPMG
Function: Advertising Consultant
Tasks: Responsible Magazines PPMG.
‘Tempo Europe' for the European Commission; ‘Freestyle' for NATO and ‘Escapade' for members Europe Assistance.
The full coordination of advertising, distribution and content for these magazines.
- - 2001 - 2005 : Hertz Lease / ALD Automotive
Function: Lease Consultant Small Accounts -> Lease Consultant
Tasks: Started as responsible for the companies with a fleet of 5 up to 10 vehicles, Small Account. Promoted to Lease Consultant region Antwerp.
- - 1999 - 2001 : DHL
Function: Track and Trace Agent / ACG
Tasks: Relocate lost packages via intranet systems and many phone calls internationally. As well as advising the clients on the status.
Language skills
- - Dutch : very good (Mother tongue)
- - English : very good
- - French : very good
- - German : Passive knowledge
- - Spanish : Passive knowledge
Training
- - Multiple commercial trainings
(Xerox sales program; Atlas Business training; 2Drive U; Voka basic financial skills training ;...)
Computer
Microsoft Office knowledge very good
Windows 98 / 2000 / XP / Vista very good
Internet very goed
Hobby's
- - Volleyball at Kevoc Keerbergen 1ste Provinciale Flemish Brabant ; for 18years playing activly
- - 3 years president at JH Tonzent in Kampenhout (1998 - 2001)
- - Intstructor ‘Speelpleinwerking VDS'
- - Member of the Youth Council Kampenhout (1998 - 2001)
- - Music
Skills
Strong commercial experience
Communication expert
Long term relationship builder
Healthy ambitions
Enthusiasm
Customer kindness
Teamplayer
