In the summer of 2011 a friend and I we founded Augmentarium, a venture that was built around the homonym software. Augmentarium aimed to become the Photoshop of Augmented Reality (AR); easy and inexpensive design and implementation of AR applications. My friend undertook the development of the software, whilst myself taking advantage of the fact I was in London I gathered plenty of feedback from my network in the AR industry and I conducted the business plan. Augmentarium not only was accepted to be incubated by the UCL Advances but also won a mentorship through the Business Bootcamp from Rapid Innovation Group.
The business idea behind it, was to take advantage of (1) the fact augmented reality and in particular mobile augmented reality is a booming industry and (2) the options for the design and development of AR where inefficient at the time; very expensive solutions for what they had to offer. The thinking was that sooner or later the AR industry would follow the way of other similar niche markets, such as photo manipulation, 3D modelling and more, where the software solutions do not exceed a couple of thousand pounds. The feedback and traction we gathered was very encouraging, however communication issues within the team where enough to give an end to this venture. Looking back I can only repeat the words of my business tutor in my masters: “It’s a learning process”. Indeed Augmentarium was the first real motive that pushed me in the deep waters of entrepreneurship or whatever running-a-rather-unsuccessful-company-and-never-giving-up is called.