BUY MY FACE?
I talked to
Ed Moyse, graduate entrepreneur and co-founder of BuyMyFace.com, about looking
for jobs and jumping out of planes. [Originally appeared in issue 5 of Ellipsis magazine.]
Have you got The Fear yet? The crippling realisation that
University doesn’t last forever, and that at some point in the near future you
will have to find a career in the most competitive graduate job market for
decades? Ed Moyse and Ross Harper, who studied Economics and Neuroscience at
Cambridge, certainly did. Now, however, they have their own international
business in the shape of BuyMyFace.com, a viral marketing concept which happens
to involve a lot of face paint.
“We weren’t completely sure what we wanted to do when we
graduated,” says Ed. “About halfway through our final year we were still on the
lookout for jobs; we didn’t really have a clue.” Instead they decided it was
time to get creative. “Rather than going down the conventional careers path and
being faced with massive amounts of competition, we quite fancied trying our hand
at our own thing.
“We’d been keeping this little black notebook of any ideas
we came up with. We wanted to make some money and have a good gap year, but the
problem was that we didn’t have any money to invest.” Ironically, the flash of
inspiration they needed came to Ed while he was travelling to an interview for
a job.
“As soon as it was done I went straight back to Ross’s at
university, and I didn’t care at all about the outcome of the job interview. I
just said, ‘Come on, we’ve got to sell advertising space on our faces,’ and he
said, ‘Yeah, alright.’ After that we had a few bar sessions, just mulling it
over and trying to come up with something that was workable really.”
At the time of writing, BuyMyFace.com has been up and
running for only 182 days, but its founders are already £33,182 closer to
paying off their student debts [the total at day 338 is currently £47,080]. It’s a fiendishly simple idea: companies or
individuals can buy Ross and Ed’s faces by the day, with the price going up
over time as the website gets more hits. They will then paint an advert on
their faces and upload pictures of themselves which become links to the
company’s website. This new approach to marketing has proved incredibly
successful, but I imagine their families must have been shocked when they
announced their new business plan.
“We were very wary of telling anyone that we were going to
be doing this before it actually got going. The first thing we did was to get
the help of our friend Tom from university to set up a website for us, and we gave
him a share in the business too. After the website was looking really good and
we were ready to start selling, we actually told our families at graduation. So
I met Ross’s parents, then he met my parents, and we said, ‘Instead of getting
a job, this is what we’re doing…’
“They were a bit shocked I reckon, but they’ve been very
supportive and they’ve been surprised at how well it’s gone. We couldn’t have
done it without them because I have to kind of live with Ross the whole time,
so we’re always at Ross’s house in London or my house in Poole. I’ve seen Ross
more than I’ve seen my girlfriend in the past few months.”
As well as creating a lot of publicity in the UK (as a
recent front page feature in the Sunday Times confirms) the website has become
surprisingly international. The two graduates have even featured on Australian
TV.
“Weirdly, we really
took off in Germany. We’ve been on all three national TV channels, as well
as in all their national newspapers. We’re bigger in Germany than in the UK so
we’ve had quite a few German companies buy space. An American company called
Revolver Studios sent us to the Royal Opera House to see a ballet dressed up in
our suits with our faces painted up as well. It was pretty ridiculous; we had
champagne reception and stuff because they wanted us to get some funny photos.”
Of course most adverts exist purely online, but Ed and Ross do
occasionally get asked to venture a bit further in order to spread the word; accounting
firm Ernst & Young bought their faces for a week and used the time to send
them skiing with students, which Ed describes as my “best week of work.” They
have even been asked to jump out of a plane.
“My girlfriend was talking to someone from Altitude
Solutions about this weird idea I had, and the guy she was talking to said he’d
heard about us on the news. Instead of just getting advertising space on our
website, he wanted to send us sky-diving, in the hope that newspapers and our
blog readers would be interested. It worked out pretty well for him.”
Sound like your sort of thing? Well you’re in luck, because BuyMyFace.com are looking for new student recruits
around the country…
“Basically Tom’s come up with this really clever code for
the website, which means anyone visiting it from say, London, would see a
London version of the website, and anyone visiting from America would see the
American version. So we can get geographical targeting and get people in
different areas doing it. It’s a good way of getting more people involved, because
what we didn’t want was it spilling out into the real world.
“The role would basically consist of face painting, but there’s
also quite a lot of work to do with the media because people are talking about
it and they want to know more. They may have to get in touch with their local
news for example. But we are trying to make it as little work as possible, so
that a student could do this alongside their studies as a way of raising a bit
of money, because we know what being a student is like.”
In a graduate job climate with an average of 83 applicants
per job, students coming up with their own creative ways around unemployment
may become something of a trend, a way to stand out from the job-seeking crowd.
“That’s the irony, really: we’re doing this crazy project
because it’s a really tough time to get a job, and then because we’ve done this
crazy project, we’ve had loads of job offers. In our first month alone we had
five job offers, which is awesome.
“We’ve got some more ideas in our little black notebook and
we’d quite like to give one of them a go. It’s just a question of do we accept
a job offer or do we try something else out, and we’re not really sure at this
stage.”
So while graduating may seem like a daunting prospect,
especially when even Cambridge alumni are struggling, the boys from
BuyMyFace.com have proved that hard work and a fresh perspective can still get
you noticed.
“My advice would be that if you’ve got a good idea and you
think it’s worth giving it a go, then as soon as you graduate is an excellent
time to do it. I’d say go for it.”