Michael Simonetti – Sole Owner & Director of Andmine.com

Michael’s computing skills started with a second hand Apple II desktop computer; a present from his mother & father. This small beginning was one of the major influences in his young life.

He was offered academic scholarships at Ivanhoe Grammar and Melbourne High School focusing on natural talents in math’s, physics, computers and graphic design.

He balanced education with a love of basketball playing almost every day.

Michael enrolled at the University of Melbourne to undertake a double degree from the Faculties of Science and Engineering. He soon started his first business which employed fellow students delivering website and software solutions. Michael also completed a Masters in Engineering and gave consideration to enrol in a PhD program.

In 2009 Michael focused his energies and set up AndMine. With an influential professional network and a wealth of commercial and academic experience, Michael grew AndMine rapidly, employing 20 new employees in less than 18 months.

As full service digital agency, AndMine is capable of delivering services into any digital environment and strongly focused on O2O (Online to Offline, real-world conversions). With Michael’s  accumulated experience and achievements, AndMine will continue to grow, producing elegant and innovative technology solutions for Australian and International clients.

AndMine’s distinguished list of clients and projects includes; Ego Pharmaceuticals, Rydges, AC/DC, Matchbox, Etihad Stadium, iPrimus, OJAY, MadMan, Toni & Guy, Fed Square, Warehouse Sales and the Education Summit feat. Sir Richard Branson.

Describe yourself in 3 words: Analytical, Perfectionist, Inventor.

What is your life motto? Improve the world; don’t accept things the way they are. It is something I challenge my team and clients with everyday. There are so many incredible things happening online. We are part of this evolution so we should contribute to it.

When did you start pursuing your career and how long did it take to become successful? I remember being sent home for running a marbles business in primary school, though not before I realised the power of supply and demand! By design, my idea of success is always kept just out of reach.

How much time and effort did you dedicate to pursuing your dream? Aside from time with my family, every moment of every day. Many people in business talk about even dreaming about projects. On a hot week, this definitely happens to me. I’m also thinking about solutions while training or in social situations… I get in trouble with my wife frequently for not paying attention!

What are the challenges in your line of work? We have one major challenge we overcoming; larger company’s with a decade more history than ours selling solutions and strategy years behind. The digital landscape is changing so rapidly we are amazed at solutions companies settle for to continue a relationship or spend a budget. There is a big gap in the industry for flexible, measurable and conversion driven strategy and this is what we push to delivery for all of our clients.

What is the mistake that taught you an extremely valuable lesson? Before I started AndMine.com a common mistake was ideas and confidence superseding commercial viability. I now run a growing wiki document of 100+ SaaS and business projects I’d love to roll out, though the right client, network or partnership is everything for successful return.

What is the best piece of advice you have been given to date? Herb Cohen’s Book “You can Negotiate Anything”.

In your mind, is formal training essential? For success in business and life no, formal training is not needed. However anything of a technical nature, formal training or education is most definitely needed.

Do you think having a mentor is important? Unsure, I have never had one; I would welcome a mentor if the right opportunity arose.

How would you go about getting one for this industry? LinkedIn or networking, or networking on Linkedin!

What are some steps those starting out can take to start/further their career?
1. Absorb. Stay up to date; develop a sophisticated set of leading RSS feeds that you can browse anywhere.

2. Adapt. Be ready to push your comfort zone, then push it again and again and again.

3. Refine. It is hundreds of little things done right that make something amazing, work out what these things are.

What kept you going when you weren’t at your best? I see all challenges as opportunity. The best is always yet to come.

Do you believe that ‘making it’ is about luck and being in the right place at the right time? I believe “chance favours the prepared mind”; Opportunity is everywhere, so when luck rolls around be ready.

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