Santiago Malter-Terrada is a Brussels-based web consultant and entrepreneur with a passion for web marketing and development. Santiago started his professional journey being a teenager. For him, working in the real world and collecting professional experiences has always been preferable to dry school theory. Since the age of 16 Santiago has worked in 7 web companies and gained a deep practical knowledge in all things e-commerce. He also managed the daily development of Lenseo on the European level, including their customer acquisition strategy and customer relationships. In 2013 Santiago took the reigns as the CEO of N1GHT.com, a straightforward nightlife communication platform for brands. N1GHT.com aggregates night clubs agenda from 190 top cities in the world and puts them in one place in a fancy way.
In today’s interview for Magazine MN, Santiago shares insights into his entrepreneurial journey, lessons learned along the way and passions that drove him to start his company N1GHT.com.
Magazine MN: Tell us a bit about yourself. How did you start your entrepreneurial journey and what is your favorite aspect of being an entrepreneur?
Santiago: I have always wanted to be an entrepreneur, that's why I started very early. I left school at the age of 14, because I wanted to get hands on experience rather than sitting at school learning theory. At first I did programming, followed by digital marketing and strategic consulting in online businesses. I love entrepreneurship because you can make your dreams come true and experiment, rather than follow the existing world map and realize someone else's dreams.
Magazine MN: Tell us about your passions. What part does passion play in your success as an entrepreneur?
Santiago: As you might have guessed, music is the love of my life. I always felt connection and attraction to nightlife industry - being a party lover at first, then getting on the other side of the road by helping organize and promote different kinds of events. It helps me a lot, because it gives me a lot of insight on current situation in nightlife industries and allows me to get a deep knowledge of what is needed. I feel really passionate about improving the existing situation for party goers all over the world.
Magazine MN: What is your favorite productivity hack and how do you keep yourself motivated?
Santiago: The hack is that there is no hack. People are always trying to find a magic pill that would solve all their problems. Actually, people don't realize that now everything is possible, only if you are using the best tools that the world has to offer. I am a very early user/adopter of different amazing online productivity apps that make the life of a startup so much easier (e.g. Mail Box = http://www.mailboxapp.com/). Also for me, N1GHT.com is the most important thing and the reason to fight hard, so I work on it every day getting inspiration from everywhere - starting from the team members and finishing with the current trends in business.
Magazine MN: Having experiences in 7 web companies since the age of 16, what are the 3 greatest business lessons you've learnt so far?
Santiago: First of all, you have to be able to follow your intuition and rely on other people. In business you have to know your limits and be sure to delegate necessary tasks to others and trust their opinion.
Secondly, information is power. As an entrepreneur, you don't have to know everything (it's impossible), but you have to know resources/people/ways to get the right knowledge at the correct time.
And, finally, you have to do something you really believe in, something that makes you forget hours and makes you so involved that it even scares you at first. For me, N1GHT.com is this.
Magazine MN: Who among business leaders inspires you the most and why?
Santiago: Elon Musk, the founder of PayPal and Tesla Motors (http://en.wikipedia.org/wiki/Elon_Musk ). I find him inspiring because he used to work in completely different industries - from payment systems to rocket engineering - and succeeded. He just wanted to do great things and learn more instead of staying in his comfort zone. I always try to follow this logic, while making decisions or just thinking about the future business strategies. “We should always be travelling in the direction of our fear”, so I try to take reasonable risks and I am not afraid of new things or ideas.
Magazine MN: What is the best piece of advice you ever received?
Santiago: Fail Fast. We had to learn the hard way that overthinking is bad for any kind of business, especially on the early stages. All products that are out there in the world are better than a perfect idea in your head. It's crucial to always stay in the reality considering limitations, rather than creating the fairy tale that's too perfect to become a reality.
Magazine MN: Tell us more about N1GHT.com. How does the platform work? What is the mission of N1GHT.com?
We have noticed that there are main leaders in most of the ecommerce industries (Trip Advisor for traveling, Booking.com for hotels, etc.), however when you think about nightlife there isn't a name that pops up in your head. We aim to become this name in the future.
N1GHT.com aggregates the events from all over the world, providing easy intuitive options to personalize each search. N1GHT.com is a company that believes that every person should be granted with a right for an effortless selection of the perfect party on a daily basis by having a go-to agenda website with all the best parties.
So our first priority is to simplify the life of those in love with nightlife. We aim to be a perfect service for clubbers all over the world known for its high quality and attention to details as well as personalized approach. Social component is crucial in order to achieve the goals we set for us, so the future will be shaped by the users as we will be constantly communicating and receiving feedback.
Magazine MN: What is the next milestone for N1GHT.com?
Santiago: With time more and more brands of any kind of nature started to realize that nightlife sphere is the best to communicate to. They are surfing on the nightlife wave for many reasons, including income levels and overall emotional bound with the party feelings. Our first task was to work on the party-user relationship, and the next task would be getting those players (brands) into the game. Also, we are working on bringing the artists on our page, being a one-stop-shop for all their activities, while helping to build a strong community of followers and fans.
Magazine MN: How did you come up with an idea of creating N1GHT.com ?
Santiago: I had been working a lot as an event producer back in my youth (being 16-20 years old), so I had a first-hand experience on what problems event producers had to face, especially when not having that efficient promotion channels. Of course, I also knew how much trouble people have to go through while looking for the right party to attend to over the weekend. I really felt the need to simplify the life of all stakeholders, party goers and event producers, giving them right tools to satisfy their needs in no time.
Magazine MN: How can readers get in touch with you?
Santiago: You can always shoot me a message on email@example.com, I'll be more than happy to answer any kind of question or listen to suggestions and complains.
Santiago Malter-Terrada was interviewed by Natalie Myhalnytska