In 2012, Ilkka bought the 30-year-old City Magazine Finland. It was facing a bleak future. Print revenue was declining and digital revenue was not a priority. He changed the course of the company by focusing on digital, using Agile and Lean Startup Methods to innovate and transform. Today, City Magazine has more than €3 million in digital revenue, up from 400,000 in 2012. He is further growing the business through acquisitions and innovating with new services.