Starting-up

60 second start-up: Rivmixx

Ex-Ministry of Sound and Kiss FM DJ Danny McMillan takes his turn in the Smarta hotseat.

0-5 seconds: Sum your business up in a sentence

Rivmixx.com is an innovative new online music network and magazine which offers music enthusiasts premium quality content, video, news and information on every aspect of the music industry.

5-10 seconds: What's the business model?

World domination in a year would be nice, but it might be a little ambitious.

The business model is based on a combination of display advertising, e-commerce and sponsorships.

10-15 seconds: Who are your competitors?

Myspace and Imeem among others. But we're unique in that we offer not only a networking facility but also high quality features and reviews written by ex music journalists from the likes of DJ Mag and Mixmag; exclusive video and audio content, as well as music downloads and merchandise. A one-stop-shop, if you like.

15-20 seconds: What's your USP?

Premium quality content and the ability to deliver users a personally customised magazine tailored to their musical interests.

20-25 seconds: How have you funded it so far?

Angel investment and a little bit of self funding here and there.

25-30 seconds: What were you doing before?

I've been working in the music industry for over 16 years, from DJing at the Ministry of Sound, running record labels to having my own breakbeat show on Kiss FM.

30-35 seconds: Where did the idea come from?

My co-founder and I had discussed the idea of having an online music network magazine - one place where you can find everything you need. One day we just decided to actually make it happen!

35-40 seconds: What's the smartest thing you've done so far?

Studying the business of online streaming and the legal minefield that comes with it. Oh, and having my little girl of course.

40-45 seconds: What's the stupidest?

Thinking that there are enough hours in the day to have a family life and run a start-up - it's a fine line indeed.

45-50 seconds: If your business was a biscuit, what would it be?

Crackers, I think they're still considered a biscuit. You need to be a bit crackers to run a start up.

50-55 seconds: Which idea are you a bit jealous of?

I'm not jealous of anything. We should celebrate success and it's down to you to work hard and come up with the killer formula. There's enough room for everyone.

55-60 seconds: Where are you going to be in 12 months' time?

Probably still working 80 hours a week developing Rivmixx.com, but loving every minute of it. World domination would be nice, but that might be a little ambitious.

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