2DUB Story: My Adventure in Innovation, Challenges, and Growing a Startup
In 2015, armed with a Master’s degree and a modest foundation in programming, marketing, design, and an understanding of Korean cultural nuances, I embarked on a path that would profoundly shape the next eight years of my life: my entrepreneurial journey with the 2DUB app.
As I reflect on this journey, a pivotal question lingers in my mind: knowing what I know now, would I embark on this path again? My answer to this complex and introspective question is still a work in progress.
There’s an inherent fascination with the origins of a project that captures people’s interest, especially when they see potential for success. When individuals encounter something you’ve developed and show curiosity, their first questions often revolve around its beginnings. ‘What sparked this idea?’ or ‘How did it all start?’ are common inquiries. Let me take you back to the very roots of 2DUB’s journey, to where it all began and the vision that set everything in motion.
2DUB APP: The Beginning
Embarking on a journey without expertise in mobile application development, UX/UI design, or people management, I initiated 2DUB. This application is designed to aid language learners in achieving fluency akin to native speakers through dubbing over short video clips. These clips, sourced from YouTube, are typically short promotional videos uploaded by companies to showcase their upcoming movies, TV shows, or products.
My inspiration for creating 2DUB was driven by the idea that language learning should mimic the natural way in which natives acquire their language, much like a baby learning to speak. Babies absorb language by echoing words such as ‘mama’ or ‘papa’ without initially understanding their meanings. Gradually, they come to associate these words with their contexts and meanings — ‘mama’ brings their mother’s presence, for instance. This natural process of forming connections between words and their meanings, and the emotions and situations they represent, is fundamental to truly understanding a language.
Click below to watch the users’ dubbed videos.
#1 Matilda trailer
#2 Chanel №5
My goal was to replicate this organic learning process in 2DUB, allowing learners not just to memorize words and grammar, but to deeply understand and use the language in a way that fosters genuine connections and emotional engagement with others. But, 2DUB’s utility extends beyond conventional language learning. It’s also a valuable tool for anyone looking to improve their speaking abilities, whether for professional aspirations like acting, overcoming speech challenges like stuttering or simply for enjoyment and personal development.
Adhering to my philosophy that educational tools, particularly those related to language learning, should be accessible without cost, I faced a pivotal question: How could I monetize the service I was developing? What would be the viable business model?
As mentioned earlier, the content on 2DUB primarily consists of commercials aimed at promoting products or content. The process of dubbing — repeating lines numerous times, sometimes over a thousand for a single line — naturally embeds these messages in the user’s memory. This repetitive engagement not only aids in language learning but also serves the commercial’s purpose: engraining product awareness in potential customers.
2DUB, therefore, addresses a critical challenge in the advertising industry, where companies continually invest in advertisements, hoping to capture their target audience’s attention. By offering free language learning opportunities and enabling companies to reach potential customers more effectively, 2DUB presents an ideal business model. It aligns with my vision of providing free educational services to learners while allowing businesses to invest for better outreach and results.
2DUB APP: Embracing Hard Work over Efficiency
At 2DUB, my workdays often started at the crack of dawn, around 7:30 AM, a good hour and a half before the official start time, and stretched well into the night, ending around 10 PM. This early arrival, a practice I adopted from my previous roles, was rooted in my belief that readiness for work transcends mere physical presence; it encompasses being mentally and physically prepared for the day ahead. These early mornings provided a tranquil window for a relaxing coffee and the opportunity to meticulously plan my daily tasks.
My approach to office hours, spanning Monday through Sunday, was not about stringent tracking. Instead, it was about embracing the moments there. My competitive drive often saw me quietly competing with other CEOs, challenging myself to be the last one to leave the office, a testament to my dedication. Despite the relentless and hefty workload, which ensured there was always something to attend to, I’ve come to realize upon reflection that those long nights weren’t always the epitome of productivity. Nonetheless, they were pivotal in steering me through an exciting and dynamic journey, constantly evolving and full of surprises.
This journey was underpinned by a philosophy I’ve always held dear: ‘If you do what you love, you’ll never work a day in your life.’ This belief was a daily reality at 2DUB. The sheer joy of receiving positive feedback and knowing that people were actively using and benefiting from our app fueled my passion and dedication, driving me to continually invest greater effort into our work. Each day was a blend of hard work and heartfelt commitment, a journey that, while demanding, was equally rewarding and fulfilling.
2DUB APP: The Joyful Pursuits
My journey with 2DUB expanded far beyond the confines of our office, taking us to various countries around the globe including Finland, Germany, Luxembourg, the United Kingdom, the United States, Vietnam, Japan, and Saudi Arabia. These trips, though primarily for business — promoting our work and discussing funding opportunities — also held a deeper significance for me and my team.
The decision to travel extensively was twofold. Firstly, despite our small size, we were a team capable of adapting to and thriving in diverse environments. Secondly, having experienced the broadening effects of travel myself, I wanted my team to gain similar insights and experiences. Witnessing different work cultures and exploring new perspectives was not just an exercise in professional development, but also a chance to grow personally.
One of our most memorable experiences was meeting a college friend who had extensive experience in leading IT companies like Facebook and LinkedIn. His insights into their corporate cultures were not only enlightening but also left us inspired. It was meetings like these that fueled our ambition to elevate our company to greater heights and reinforced my aspiration to be a respected and supportive leader like the CEOs we admired.
While these trips were outwardly business-oriented, there was an underlying personal reason for them. After years of continuous, intense work without any real breaks, both my co-founder and I were in dire need of a respite. These travels, under the guise of work, were our way of taking a much-needed break, offering us the chance to step away from our daily grind, rejuvenate, and return with renewed vigor and fresh perspectives.
2DUB APP: The Ascension
The onset of the COVID-19 pandemic in early 2020 brought challenges for many, yet it was a period of unexpected prosperity for 2DUB. Our platform, an online learning application, found itself in a unique position to thrive amidst the global crisis.
We made strategic shifts in our business model, transitioning to a membership-based approach (though not a subscription model) and establishing a separate channel for schools to purchase our services. These changes significantly boosted our sales.
I take immense pride in my team’s role during this rising phase. Their dedication, manifested in working late hours, managing customer relations, and resolving bugs even on weekends, was remarkable. My co-founder and I were deeply involved in customer service and simultaneously engaged in discussions with venture capitalists for our Pre-A funding round. Juggling the preparation of pitch decks, anticipating Q&As, and negotiating deals, all while developing a new application for teachers and introducing new features, was a whirlwind of activity. Yet, it was a period that filled me with pride for what we achieved.
Our online marketing strategy, with a focus on YouTube, proved to be a significant success. This unexpected hit marked a pivotal turning point, leading us to officially shift our target audience to younger learners, ranging from elementary to middle school students, rather than those in their 20s and 30s.
The success of 2DUB during this period was holistic: we had the financial resources, a dedicated team, and a service that resonated with our users. It seemed as if all possibilities were within our reach, prompting us to implement drastic changes.
2DUB APP: Navigating the Challenges
The path of 2DUB has been strewn with a variety of challenges, each offering its unique set of lessons. Prominent among these were team building, personnel management, and, notably, marketing — an area where we found ourselves particularly struggling.
In the early stages of our journey, we enthusiastically brought on board many individuals, though their lack of experience often became apparent. In Korea, the complexities of employee dismissal added another layer of challenge to these personnel decisions. Despite these hurdles, we steadfastly believed in the adage that a company’s greatest asset is its people. This belief wasn’t just theoretical; it was the bedrock of our operational philosophy. It meant acknowledging our limitations and committing to an unrelenting work ethic to bridge our skill gaps.
Our hiring process was reflective of this philosophy — meticulous and thoughtful, with interviews designed not just to assess fit but to gauge the potential for growth. However, as 2DUB grew, we realized the importance of balancing passion with technical expertise. By our third year, the necessity of having highly skilled professionals in every department became evident.
Yet, the most persistent challenge has been in marketing. Our efforts in this critical area have consistently fallen short of our expectations, underlining an ongoing struggle. We learned the hard way that effective marketing is not just a supplementary aspect of business, but a cornerstone of growth and expansion.
Additionally, my personal approach initially led us down a somewhat narrow path. Focused primarily on adults in their 20s and 30s, it took time to realize the broader appeal of our product. This late realization taught us the value of adaptability and responsiveness to market trends and demographics.
Looking back, it’s clear that more timely decisions in areas of team management, marketing strategies, and market targeting could have significantly altered our trajectory. These reflections guide us now as we endeavor to adopt a more agile and responsive approach to our business strategy and team dynamics, continually learning and adapting as we navigate the ongoing journey of 2DUB.
2DUB APP: Looking back…
Reflecting on the journey of 2DUB, it’s clear that it was not just about facing challenges and witnessing growth, but also about embracing the remarkable opportunities and connections it offered. This journey, embarked upon in my youth, has been an immense educational experience, profoundly shaped by the hurdles and milestones encountered along the way.
Throughout this adventure, I’ve had the honor of meeting influential figures such as the CEOs of Supercell, Yousician, Pinkfong, and the current CEO of Kakao Ventures, to name just a few. These encounters, once beyond my imagination, have provided invaluable insights and inspiration. Moreover, collaborations with prestigious organizations like KBS, Lotte Entertainment, Save the Children, and KT, South Korea’s second-largest telecommunications company, have enriched our work at 2DUB, bringing in diverse perspectives and opportunities.
However, this journey has also been marked by numerous regrets and invaluable lessons. From not accelerating our service’s growth fast enough to making poor decisions, each regret has been a learning experience in its own right. These moments, while initially seen as setbacks, have actually contributed to my personal and professional development. The depth of these experiences is so vast that detailing each one could fill volumes, underscoring their importance in my journey.
As I look back, I realize that these experiences have enriched me with a unique skill set in UX/UI design, project development, and both project and people management — skills I might not have honed had I taken a more conventional career path. Every interaction, challenge, and achievement has been instrumental in my growth, transforming this venture into an extraordinary journey of discovery and learning. It’s a path that’s been about much more than building an app; it’s been a comprehensive life experience, rich with both successes and missteps, each equally valuable in its own right.
2DUB APP: The 8th Year — Now
As 2DUB enters its current phase, it has transitioned into a subscription-based application, offering a 7-day free trial to new users. This typical business model, while effective, is a shift from my original vision of making 2DUB a dynamic and innovative advertising platform that benefits both companies and users. I envisioned a system where companies would extend their global reach through our platform, engaging users by having them dub promotional video clips. This would not only ensure content memorization but also generate interest in their products.
I even hoped that companies would reward users with tangible incentives like movie tickets or food and drink vouchers in exchange for dubbing their videos. In fact, we’ve seen real success stories in this area. For instance, movie distributors and theaters have collaborated with us to give away movie tickets to users who dubbed promotional clips. Similarly, other companies have provided their products as rewards for users selected based on their dubbing submissions. These use-cases highlight the potential of 2DUB to create a symbiotic relationship between businesses and users.
Despite these successes, the stark difference between my ideal scenario and our current reality is evident. I’ve always envisioned 2DUB as primarily an advertising platform, but we currently operate with a more conventional membership-based model. This pivot, though necessary, doesn’t diminish my hope that 2DUB will someday fully realize the vision I have for it.
Believing firmly in equal educational opportunities, my goal is to keep 2DUB as a free learning platform. The future may be uncertain, and the challenges of thriving in a competitive environment are real, but my dedication to this vision remains strong. As we move forward, I continue to hold onto the hope that 2DUB will eventually bridge the gap between its current state and the ideal vision I have always envisaged.
