Ruari Fairbairns is the CEO and Co-founder at One Year No Beer (OYNB), a platform focused on changing people’s relationship with alcohol.
What does your company do?
OYNB is a global alcohol prevention program, aimed at anyone drinking more than three glasses of wine a week. Our mission is to help people change their relationship with alcohol which leads on to most of them, fundamentally transforming their lives.
We are developing technology that will enable members to connect over the common goal of changing behaviour, such as caffeine, sugar, gambling, social media, ultimately empowering people to live life better.
Why did you set up this company?
For years I worked in the city as a successful oil broker in London. That’s where two worlds collided, partying and being successful, and the more I partied the more successful I was.
After a few years of this lifestyle, I started to experience a number of health problems, IBS, anxiety, dry skin. I got introduced to something called Headspace and I started meditating on the train to and from work, and this is when I realised that alcohol was causing me more trouble than good. I approached my boss and said that I was thinking about taking a break from booze and he said that this would be committing commercial suicide!
Six months later I finally plucked up the courage to do it and when I finally did, I was blown away with the benefits – I got fitter, faster, healthier, a better husband, a better dad. I grew my oil broking business and reduced costs by 30%. My IBS and dry skin disappeared and there was no area of my life that didn’t improve.
I wanted to make people understand how big these benefits are, so I decided to create a challenge, and in 2016, we launched One Year No Beer, a 90-day challenge, and gave it away. It rapidly went viral and in the first year we got over 20,000 signups. This is how One Year No Beer was born.
How did you get your first customer?
In our first year, when we set up the free challenge and promoted it via social media, we got over 20,000 members. It was only then that we realised what a huge impact we were having. One Year No Beer was having a positive effect on people’s lives but also on their wallets.
Our research with Stirling University verified that if we were to convert our business into a paid-for model – that people would actually be more likely to not only commit, but also to stick to the challenge. This was because generally, if you have skin in the game, you actually apply yourself – so we reinvested and relaunched as a paid for model in 2017.
We knew we were onto something when?
In that same year (2017), I sent a tweet to a journalist and off the back of it we got a 10 minute feature on BBC World news in over 200 countries. That single BBC broadcast generated £70,000 of revenue for the business in 10 days so we quickly learnt that the success of One Year No Beer was going to be down to exposure.
In 2018 we launched our book. It went to number one in its category on Amazon and in that same year, we sent out an email to all of our members telling them that we were thinking about crowdfunding in six months’ time. After sending that email, I expected to come into a couple of replies but instead, I opened up my email the following morning to find 74 emails with people offering to invest and we raised £1.1M in just five weeks from our members alone.
Our business model:
In a little over four years, we’ve created and grown an online business that has attracted customers from across the globe. Turning over £2.7M per year and supporting over 70,000 members in 90 countries across the world, and the business continues to witness 300% growth YoY.
We want to flip the drinking model on its head. From one of admitting you have a problem and having to go to a church or community hall and sit in a circle and talk about being stigmatised for the rest of your life, to one of positive change. We want all of our members to be able to say that they are out there, living a better life, proud of their life choices.
We are now the leader in preventative behaviour change, and our plan is now to diversify into lots of other behaviour change models, not just alcohol. We’ve realised that when people change their relationship with a negative behaviour like alcohol, they build self-worth. It’s that self-worth that creates the platform for them to further change other areas of their lives, so we are now diversifying into other vertical markets such as caffeine, sugar, porn, gambling and drugs.
Our most effective marketing channel has been:
We use Social Ads widely but our most effective channels have been the extensive publicity we have received as well as word of mouth from our customers.
What we look for when recruiting:
We have an incredible team who not only love what they do, but they also care deeply about the impact they are having on the lives of people who follow our challenges and remain part of our online community. It takes a very unique person to work as part of the One Year No Beer team because they have to be able to deal with emotions and difficult situations each and every day.
Not only do they have to be able to do this, but they also need to be able to think like marketeers and successful business people, in addition to all of the other elements of their specific job roles and I will always be truly grateful for each and every one of they as they are responsible for making our company the community that it is today.
The biggest mistake that I’ve made is:
I can’t wait to write my book – I’m going to call it the 1001 Things Not to Do in Business. These things have cost me an absolute fortune, after all this is my 6th start-up! The biggest lesson that I have learnt since being in business is: Surround yourself with good people who compliment your weaknesses – for me there are so many, so I need a big team!!! Jokes aside, we can’t all be good at everything so build a team that compliments you and you’ll go far!
We think that there’s growth in this sector because:
The research that we conducted with Stirling University in 2017, showed that 93% of people had a drink when they didn’t want to, and 84% had experienced bullying from friends to drink alcohol, so we know that peer pressure surrounds our cultural relationship with alcohol. We want to challenge these cultural norms and help people to make better life choices. That is the fundamental principle of One Year No Beer. There are 2 billion people in the world who drink alcohol, and around 1 billion drink hazardously – all of whom are our target market.
We worked with AIN because:
We’ve previously raised very successfully from our own network and members. With our current raise we wanted to bring on investment from new sources but from people who share our vision. Angel Investment Network allows us to search investors and grow our presence further.
Keen to hear more?
If you would like to see what other companies are up to on Angel Investment Network, or are interested in raising funding yourself, you can find your local network here.