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This Aspect Hustle Highlight Q&A options Dylan Diamond, co-founder and CEO of Saturn. Diamond and his co-founder Max Baron launched Saturn, the calendar app “that helps the complexities of the highschool day — even probably the most chaotic block schedules,” after they had been college students on the College of Pennsylvania in 2017.
Picture Credit score: Courtesy of Saturn. Dylan Diamond.
When did you begin engaged on the aspect hustle that will turn out to be Saturn, and what impressed it?
In 2015, I constructed an app for my college that ultimately grew to become the inspiration for Saturn. I used to be a junior at Staples Excessive Faculty in Connecticut on the time, and everybody was obsessive about discovering out who was of their lessons at the start of the 12 months. I initially constructed a schedule-sharing internet app the place college students might add their lessons and discover out their classmates.
It went viral at Staples — to the tune of 80% of the 1,800 college students on the college utilizing the app each day — and since everybody had added their lessons, I noticed it could be a fast enchancment to make it a full-fledged calendar app that supported our insanely difficult rotation schedule. I known as it iStaples, and it helped you handle your schedule and see what lessons your folks had been taking.
Three years after I constructed the primary one for my college, my co-founder and I launched related apps at a number of close by colleges and began engaged on Saturn.
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When did you resolve to go away faculty to concentrate on Saturn full-time, and what motivated that call?
It was much less of an energetic “choice” than you’d assume. My co-founder, Max Baron, and I met in 2017 whereas we had been each sophomores at Penn. Max was additionally working full-time whereas being a full-time scholar, having constructed a consulting observe serving to corporations like Beats by Dre and T-Cellular develop their advertising methods to achieve younger shoppers. By the point we met, he had been recruited by Havas, a worldwide advertising company, to assist lead their efforts with this demographic.
On the identical time, iStaples continued to have very robust traction inside Staples Excessive Faculty. Roughly 80% of the coed physique was nonetheless utilizing the product each day. We determined to discover if the idea might scale. Three weeks after assembly, we launched one other college utilizing a white-labeled app to see if we would have product-market match at different colleges. Half of this second college joined in three hours, and we thought-about that robust validation. Issues rapidly expanded to 17 colleges, every with its personal app, earlier than we determined to consolidate to a single app, primarily so we might ship options to customers extra rapidly. We known as it Saturn, named after the Roman god of time.
After we had 50 colleges, we met traders in California for the primary time, and Basic Catalyst led our Seed spherical. Virtually instantly, we returned to Penn to pack up our residence — we had moved in collectively by that point. There wasn’t a lot of a dialog. We each submitted to begin a go away of absence and have not been again since.
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As a school scholar, you had been additionally a Tesla worker. How did that work out?
Throughout highschool, I developed an Apple Watch and iOS software that successfully served as a distant management for the important thing features of a Tesla — known as Tesla Toolbox. It took off amongst Tesla homeowners, and the corporate reached out to me. They wound up hiring me, first as an intern after which as a full-time software program engineer on the corporate’s Supercharger Analytics workforce.
I used to be primarily based out of Philadelphia whereas learning at Penn however visited my workforce in San Francisco frequently. I used to be in a really demanding dual-degree program at Penn and made sacrifices to proceed at Tesla, however I used to be studying extra there than I used to be within the classroom, so it felt like the correct trade-off.
What has Saturn’s fundraising journey seemed like?
In 2019, we raised a $9 million seed spherical from Basic Catalyst and Coatue in two phases. In 2021, we raised a $35 million Collection A from them and different traders, together with Perception Companions, Bezos Expeditions, Marc Benioff, Dara Khosrowshahi, Impressed Capital, Sound Ventures, Dylan Subject and others.
What had been among the largest challenges you confronted whereas constructing Saturn, and the way did you navigate them?
Right this moment, we help greater than 19,000 colleges, however it began with an app I constructed for myself and my college that completely supported our calendar.
As we began launching extra colleges, we realized that having bespoke help for every college’s calendar would drive retention. It is extraordinarily tough to ship that have to customers when each college has a singular schedule, runs on rotations and adjustments continually. This really led us to double down on this technique as a result of we knew if we might remedy it, we might protect our retention as we scaled the variety of colleges we supported.
Whenever you be a part of the product right this moment, you arrive in an app with each nuance of your calendar. That is a magical expertise for customers and one of many ways in which we have managed to construct such a retentive expertise for this hard-to-reach demographic.
Capturing that knowledge at scale was difficult. Initially, we relied on our customers telling us we wanted to replace the schedule. Right this moment, that knowledge is crowdsourced, which requires vital density in every college. Reaching that type of density required years of persistence, not simply with our workforce but additionally with our traders.
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As you contemplate Saturn’s future, what are you most enthusiastic about?
We have constructed a calendar expertise that we really feel assured can change day-to-day for top schoolers. Not solely does it make it simpler for college kids to attach with their friends, make plans with buddies and discover occasions of their communities, nevertheless it additionally helps them handle hectic schedules and units them up for tutorial and extracurricular success.
We have already transitioned from a utility app to a full-fledged social product and satisfaction ourselves on being a social media app that saves time quite than serves as a time sink like the opposite merchandise available on the market.
What do you take pleasure in most about engaged on Saturn?
After I constructed the primary app, it was to unravel the issues that my buddies and I confronted daily. This previous college 12 months, thousands and thousands of scholars used Saturn at greater than 19,000 colleges. Seeing how we’ve got iterated to realize that type of resonance with college students throughout the nation is de facto satisfying. It is a product Gen Z clearly wants, and we’re extraordinarily enthusiastic about giving them time again of their day as an alternative of taking it from them with yet one more feed.
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What’s your recommendation for others hoping to begin profitable aspect hustles or full-time companies of their very own?
Construct merchandise that sort out your individual issues. Constructing merchandise for person tales you deeply perceive is far simpler. Self-empathizing is a lot simpler than empathizing with others. Even after we began hiring, we centered on hiring gifted younger faculty college students and up to date grads who we thought would deeply perceive the person base. Constructing for this demographic is already tough as they’ve so many nice merchandise, and their expectations are calibrated by the efficiency of the now-mature choices from Snap, TikTok, Instagram and others. We thought this proximity to the goal person would give us a big benefit.
This text is a part of our ongoing Younger Entrepreneur® sequence highlighting the tales, challenges and triumphs of being a younger enterprise proprietor.
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