DJ Tobander
About the Company
DJ Tobander operates a blog under his name, where he writes about DJing and sells infoproducts. These include guides on starting a DJ career and securing bookings, as well as curated collections of DJ sets tailored for special occasions like weddings or New Year’s Eve parties. The key product is not the music itself but the song lists and their sequencing, offering inspiration for DJs rather than direct replication. His approach has created a loyal customer base within the niche of German wedding DJs.
Idea Behind Company
The business idea stemmed from a decade of blogging and failed attempts to sell how-to guides for DJs. Tobander realized his audience preferred actionable, relatable tools over abstract advice. He noticed repeated inquiries about his event playlists and decided to package his curated lists into an affordable, straightforward product. This pivot transformed his business, addressing the gap between DJs’ desires for inspiration and practical tools to enhance their performances.
Creating the Company
Tobander’s business started with minimal investment and a DIY approach. Using simple tools like WordPress, AWeber, and LeadPages, he created his blog and mailing list infrastructure. His early success was driven by honesty and simplicity in his marketing—no elaborate sales tactics or expensive advertising. Instead, he relied on a straightforward approach, sharing product benefits and offering a money-back guarantee. Partnering with affiliates was a game-changer, doubling sales by incentivizing fellow DJs to promote his products.
Launching the Business
The launch process was simple yet effective. Tobander used his mailing list to promote his products, sending broadcasts to subscribers and collaborating with affiliates who received 50% of each sale. While paid advertising on platforms like Facebook and Google yielded limited results, the affiliate network and repeat purchases from existing customers ensured consistent revenue. Over time, he expanded his offerings with additional features like statistics and spreadsheets but maintained the core concept of practical, niche-focused tools.
Earnings
Today, DJ Tobander generates around $1,000 monthly in revenue, with minimal operational costs like hosting and email subscriptions. His blog attracts 15,000–20,000 visitors per month, and his mailing list includes 4,000 subscribers. Despite serving a small niche, the business has been profitable from the start. Tobander credits his success to focusing on customer needs, building a strong network of affiliates, and maintaining a commitment to quality and simplicity in his offerings.
