Cole Herrmann and Tessa Barton have successfully turned
their passion and practicality into profit by creating a photo editing app.
This app, designed with both creativity and utility in mind,
has become their most lucrative asset.
Newly married in 2017 and facing economic challenges, the
couple ventured into various side businesses.
From denim lines and collage equipment to writing and
selling books, they tried it all, but with little to no results.
During this time, they also struggled to meet the monthly
rent of $2,800 for their New York apartment.
Herrmann was a full-time software developer, while Barton was
a freelance photographer and emerging influencer.
Leveraging their expertise, they began creating and selling
photo filters in Adobe Lightroom. They saw an opportunity when their filters
started garnering audience interest.
That prompted them to step up their game by creating a photo
editing app, Tezza, named after Barton's nickname from college in 2018.
What started as a passion project for Herrmann and Barton,
intended merely to earn additional income for survival, eventually bore massive
fruit.
The launch of their app, Tezza, marked the beginning of
their success. Now a rapidly growing brand with a corporate base in Los
Angeles, Tezza generates a remarkable monthly revenue of around $2.2 million.
The couple has weathered bitter times in the past. They made
a lot of mistakes, but these served as valuable lessons for improvement.
For 18 months, they have worked all night long trying to
push forward many “dumb” ideas. Nothing seemed to work for them. It was a journey
fraught with tears.
Their difficult times were finally over when they developed
Tezza, a photo editor that proved to be a game-changer.
The app’s unique value lies in its ability to effortlessly
transform everyday moments into photograph-worthy experiences, perfect for
sharing on social media platforms like Instagram.
While numerous apps offer a professional aesthetic, Tezza
sets itself apart with its straightforward and user-friendly photo editing
features.
The app’s vibrant red interface, bold fonts, and millennial
slang foster an easy connection with its audience.
This approach paid off handsomely, earning Tezza a spot on Apple’s
‘Essential Photo & Video Apps’ list. It also consistently ranks alongside
competitors like Lightroom and VSCO in the app store.
Currently, Herrmann and Barton have a lean team of just 12
employees at their company. This not only helps the couple in cost-saving but
also allows them to maintain control over Tezza’s ‘creative vision’.
The app offers a basic version free of charge, while a
premium version with advanced features is available for paid users.
Their most expensive subscription, priced at $59.99 per
year, grants users full access to the latest video editing tools.
As co-CEOs of their company, Herrmann and Barton dedicate a
significant portion of their time to the development of new photo and video
editing features within the app.
They envision expanding the brand beyond the digital realm
by hosting in-person events in the future.
Committed to innovation, they experiment daily in search of
fresh creative avenues.
Barton believes that the initial fear of embarking on a new
venture is the most challenging hurdle.
However, she maintains that persistence in the face of
initial failures will eventually lead to a breakthrough.
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