Alexander Bennouna | DecideAndAct
ALEXANDER BENNOUNA
Co-Founder & CEO of DecideAndAct, a Swiss watch brand based on a new responsible business model that combines sustainability and a donation system to support NGOs.
What Is DecideAndAct? Tell Us About Your Product, Brand, And Overall Mission Of Sustainability.
DecideAndAct is a responsible Swiss watch that champions peace, diversity and ecology. We implement sustainable craftsmanship from sourcing to operations that prioritizes the regeneration of the ecosystem and its biodiversity. From the design to the engineering, sourcing to the manufacturing, each pivotal step has been designed to operate within ecological boundaries. Our model goes beyond making an eco-friendly watch, though. It’s about inspiring people to be the change they want to see. Our plan is to launch a collection in partnership with artists to display socially engaged designs on our watches and to support our NGO partners by donating a minimum of 10% of our revenue. We are already opening the important conversation with our first Ambassador Of Change collection available exclusively on Kickstarter. Backing us on Kickstarter will help us achieve our plan to become actors of change, together with you.
What Is Your Background? What Led You To Starting Your Own Company, And How Did You End Up In This Space.
I worked 25 years in the Swiss watch industry -- long enough to realize that if a watch should tell something about you, it should be what you really care about. Our motto is “be the change you want to see”! I truly believe that business should support people and not the other way around. Therefore, we imagined a brand that enables everyone to show what they stand for. The vast majority is concerned about ecology, diversity and peace, even if they are not vocal about it. DecideAndAct turns their intention into action by leveraging their purchase and their fashion statement in favor of causes that are important for our future. We even plan to co-design special editions to draw attention to urgent situations where our pledge can scale up to 30% of the watch price in correlation with the number of conversions reached.
What Have Been Both Your Favorite And Least-liked Parts Of Your Entrepreneurial Journey? What Have Been Your Most Challenging And Most Exciting Moments For You And The Company?
The favorite part by far is recognizing in the eyes and faces of people who believe in d&a’s value proposition to a point where no further explanation is needed. This “bang on” moment. The most challenging is dealing with professionals that look into the past rather than the future and with whom the conversation is condemned to stagnate.
What Was The Fundraising Process Like For You? Tell Us About Your Investors And How You Use The Money You’ve Raised.
We established the company in January 2020 and had to face the turmoil of the financial markets in spring 2020. But we managed to overcome and keep things on track thanks to the trust of a key strategic partner. This allowed us to fulfill the ecosystem of our sustainable value chain, the design, the different prototyping phases needed, the set up of our website with all the related content and to start production. At the end of the day, what doesn’t kill you, makes you stronger! 2020 helped us to strengthen our business model and make it immune.
Who Are Your Co-Founders Or People Who You Work Very Closely With? How Do Their Skills Supplement Yours?
Martin does the boring part -- finance, admin and legal, while I take care of the fun part -- product, distribution and marketing. Jokes aside, we complement each other very well thanks to our differences in background, culture and age. The truth often lies at the cross section of our perspectives.
Do You See DecideAndAct Focusing Solely On E-Commerce, Or Is The Goal To Bring Your Products To Retail Stores As A Sales Channel As Well?
We are talking about a new and disruptive value proposition. Therefore, mastering the user experience and getting the right message across to our audience is critical. This is the reason why we shall first operate via our own website. But we plan to go multi-channel at some stage with distribution partners who adhere and support our approach.
Can You Tell Us About Some Of Your Marketing Strategies? What Channels Have Proven To Be Most Effective In Your Launch So Far?
Our marketing strategy is articulated around our values of peace, diversity, and ecology. We make sure that our product and our channels tell the important stories of this world. We also share our values with our partners: designers, suppliers, photography, video artists and have a code of conduct in place that helps us guarantee transparency, fair trade and sustainability.
Do You See The Company Expanding Into Other Product Lines Or Categories As Well?
Certainly, we plan to expand our product portfolio, but we cannot disclose plans at this stage.
What Was The Inspiration Behind The Company Name?
The motto of d&a is “be the change you want to see”. For that, we invite people to decide and act. Decide to move away from an undesired situation and act towards a desirable one. It is clear to us that our watches alone will not bring the change, but together with our partners, we want them to be on the side of the solution by inspiring and supporting positive changes towards peace, diversity and ecology.
Has COVID-19 Impacted Your Planning Or Operation?
Yes it significantly delayed our retro-planning and made things more challenging. But at the same time, it helped us to strengthen our business model and make it immune.
How Do You Think Your Industry Will Change Post-COVID?
The watch industry was already undergoing structural changes before COVID-19. The reason is an over-dependence on emerging markets. Their fluctuation and COVID-19 have served as accelerators of this process, driven by a re-alignment with market dynamics.
Any Other Thoughts You Want To Share Relating To Current Events?
Each crisis brings new opportunities, but the most valuable ones are those that bring lasting and sustainable solutions.
Tell Us About Your Daily Routine.
Our team and partners are dispatched in different locations between Switzerland, UK, Ireland and USA. Therefore, my early morning routine starts with a first look on the agenda, followed by a second one on the issues raised by the team members and a third one on the priority tasks lined up for the day. However, I am afraid that the rest of the day doesn’t come any close to what one may qualify as a routine.
What Are The Top Qualities or Skills You Believe Entrepreneurs Need In Order To Be Successful? Also, What Advice Do You Have For Entrepreneurs Who Are Just Starting Out?
The course of action I try to follow is based on a few principles, and I let the reader appreciate them if that qualifies as advice for entrepreneurs. First, respect others in all circumstances and truly listen to what they have to say. Second, understand rather than judge -- judging is super easy, understanding takes more brain effort. Last but not least, stick to your fundamental values and do not hesitate to stand up for them if necessary.
Tell Us About Something That Inspired You.
My most inspiring lesson came from my parents. They taught me the exceptional power of human dignity as they, despite the difficulties they faced, never surrendered, never behaved as victims and always pursued this little light of hope that hides behind adversity.
If You Can Have A One-Hour Meeting With Someone Famous Who Is Alive, Who Would It Be?
Amanda Gorman, because she is young, intelligent and masters the power of words! She represents the generation that will make our world change for the better.
What Do You Do In Your Free Time?
Everything that keeps my senses awake: moments with people that I love, in nature or with a book.
What Is Your Favorite Quote And Why Does It Resonate With You?
Be the change you want to see! Because the decision is ours and the power to make it happen depends on us.
Who is Your Role Model?
Malala Yousafzai, challenging ignorance and terror is the most noble action I ever came across.
What Does Success Mean To You?
Having plenty to share with friends and beloved ones: moments, love, happiness, fun, etc.
Alexander Bennouna’s Favorites Stack:
Books:
1. Sapiens: A Brief History of Humankind, by Yuval Harari
2. Long Walk to Freedom, by Nelson Mandela
3. Cellule 10, by Ahmed Marzouki
Health & Fitness:
1. Fresh fruit
2. Water
3. Sun
Fashion:
1. A d&a watch
2. Any business or casual wear that fits my d&a watch
3. Sailing gear
Products:
1. Music
2. Coffee
3. News
Newsletters & Podcasts:
2. BBC
3. Le Monde
Upcoming Vacation Spots:
Any place where the moon shine reflects on the water
