Duncan then went on to complete a bachelor of business degree at Massey University in Auckland in 2004. In 2005, Jonathan started his Master of Entrepreneurship programme at the University of Otago and started working for software company Siliconcoach. During this time the Academy Cinema in Dunedin, New Zealand was established with business partner Jeffrey Broughton.
In 2006 Duncan relocated to Edinburgh, Scotland to work as Business Development Manager for Siliconcoach and work on other business initiatives.