Before I set up, students had a number of options when it came to doing grinds. They could invite an unwashed, perfect stranger with no garda vetting and questionable qualifications into their home and pay them anything up to 80 lids an hour. Alternatively they could get mommy to drive them to a high cost grind school in her Range Rover Sport (or those who had the means could drive themselves in their VW Polo). The very least a class in a grind school would set them back would be €25. This, of course, would be merely chicken feed to Chloe or Greg whose daddy is a senior partner in Deloitte, but to Stacey or Jason from Coolock, it would be a fair whack.


My idea was to set up an online grind school which would make doing grinds more convenient to Chloe and Greg, and more accessible to Stacey or Jason. Grinds would be broadcast online, in a live and interactive capacity, and would cost no more than €10 per live class. Teachers would come into a studio, deliver their grind which we would stream live to students in their homes across the country. Students would be able to ask the teacher questions via a chat facility which the teacher could answer in real time.


So, now that I had a concept, and notwithstanding the fact that I didn’t yet have a team, I sought to come up with a name for the website. The list was full of very colourful and quirky names, but after much deliberation and painful internal conflict, I decided that the best name for the website would be Simple, to the point, and doing exactly what it said on the tin.


Concept and name under the belt, it was now time for a logo. I have always had a tendency to put the cart before the horse and, until the day I am 6 feet under, I intend to keep it that way.

I got in contact with a graphic designer friend of mine called Dermot Collins. I gave Dermot the brief that I would like a logo that had the name of the website written in chalk on a blackboard that was encased in a laptop screen. In a couple of goes he came up with this gem of a logo:


I still work with Dermot today and would highly recommend him for any of your graphic design needs. Email me for his email and I’ll send it on.

Incidentally, I might mention that I am the registered owner of this logo. Therefore I am the only person who can use it. But I have nothing to worry about. Of course my ex-colleagues will have stopped using it once they got rid of me and it won’t be currently visible in any shape or form whatsoever on the website I haven’t checked of course as I don’t really like visiting the site I founded and lost. But I don’t need to check. I trust them. They are good guys after all. They surely realise that if they were to use it, this would be a blatant infringement of trademark (not to mention pretty shitty!). Yeah. I guess I’m just being paranoid. How could the thought of them using my logo even enter my head? I can be such a naive gob shite at times!


Jingle Bells

We then needed a jingle to go at the start of our live grinds. It had to be something school-like but at the same time rebellious. was going to disrupt the high cost, cosy grinds industry and this had to be reflected in our jingle.

Under the influence of copious amounts of intoxicating liquor one evening in a friend’s apartment, I had a flashback to a scrap I ‘attended’ in my school days in St Mary’s College, Rathmines. Whenever 2 lads were burying their fists in each other’s faces, we would serenade them with a little song. It went A-G-A-G-R-A-G-R-O……AGRO.

To hear this song and its metamorphosis into our jingle, click below:


Another fundamental ingredient we needed was a voice mail message. Again, because we were an up and coming online company, this couldn’t be a simple boring message. To hear the message, click below:


Below is an info video on (listen out for our finished jingle at the end!)

Concept – check.

Name – check.

Logo – check.

Jingle – check

Voice mail – check

Next Chapter: Chapter 3: Our beautiful website

About the Author PaulVStenson

I am the manager of The White Moose Cafe and Charleville Lodge in Dublin, Ireland. I believe that you only live once. I believe that life should be enjoyed. I don't see the point in whinging and moaning. I see myself as someone who speaks the truth. The truth doesn't seem to suit everybody's agenda, so I am labelled with the term 'controversial'.

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