Alexander Amosu: 'I made £6 first day and grew from there'

While playing around with a mobile phone, Alexander Amosu started composing ring tones. Soon there was a queue of customers at his front door. The business he started in a Wood Green bedroom was sold for £9m four years later.

Growing up on a north London council estate, Alexander Amosu learned earlier than most that there were two ways to get what you want in life. "You either stole it, or you found a way of paying for it." Amosu, now 33, opted for the latter. He got a £10-a-week paper round and earned enough money to buy a new pair of Nike trainers in weeks. "I realised then that I didn't want to be poor anymore." He tried several businesses, from cleaning services for pregnant women to organising parties, until in 2000 he hit upon an idea that saw him quit his degree in computer engineering.

Playing around with a new Nokia 3210, Amosu sent his brother a ringtone, which he had just made using the phone's composing facility. Based on the tune Big Pimpin' by the rapper Jay-Z, it was an instant hit with his brother's classmates, 21 of whom came knocking at his front door the next evening looking for it. "So I put my entrepreneur hat on and said, if you want it, you'll have to pay £1 each." That evening, "I sat there with £21 on my lap and thought, what would happen if I made 100 or 200 ringtones"?

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Jody Clarke

Jody studied at the University of Limerick and was a senior writer for MoneyWeek. Jody is experienced in interviewing, for example digging into the lives of an ex-M15 agent and quirky business owners who have made millions. Jody’s other areas of expertise include advice on funds, stocks and house prices.