Kick Start: class of 2008
- 21 January 2009
Each month, Nett’s Kick Start takes a fledgling online business and finds a panel of experts to give them a boost and some valuable advice. We got back in touch with 2008’s Kick Start participants to see if they had taken our advice and if so what the results were.
Photography: Anthony Geernaert
Liam O’Brien
nightlightstudio.com.au
Graduated: February 2008
The most beneficial advice you received?
I was encouraged to be savvier about marketing my furniture. Because my products are luxury items and not something people buy every day, it required a greater emphasis on marketing. I decided to start making small batch runs of my furniture in different timbers, fabrics and metals to differentiate the product from mass-produced furniture. Having limited batch runs in different materials also keeps the product contemporary.
How has your business changed?
I began by refining my webpage, making it seem less like a catalogue and more of an experience – something that emanates a feeling of ‘I have to have one of these’.I kept a list of everyone interested in the chair and sent them an email newsletter advising them that the next batch run of chairs will be available in December. I have also given people the option of specifying their own choice of timber, metal finishes and upholstery. I have received constant requests about the furniture for the past four months. While I was completing my final year at university, the newsletter has helped me put production on hold without appearing as though the business has closed down.
Kath Purkis
leblackbook.com.au
Graduated: June 2008
The most beneficial advice you received?
To be more assertive when dealing with contractors by understanding their professional ethos. That has also been the hardest solution to implement. I have learnt to separate Kath on a personal level from Kath the businesswoman. I am quite kind and giving but I had to become more forthright to get results from contractors.
Any suggestions you ignored?
Taking offers from investors. Since launching Le Black Book many fruitful opportunities have arisen and as a result I am in a position to grow the business organically. I feel proud to have launched it at 22 years old.
How has your business changed?
Le Black Book is now a complete functioning website based around every woman’s dream wardrobe. It features an online magazine, designer interview videos, monthly giveaways and events. It now features more than 25 Aussie designers with more on the way. I have aligned Le Black Book with various charity events, which is rewarding and sets Le Black Book apart from other businesses in the online marketplace.
Plans for the future?
Le Black Book concept stores locally and internationally. I want to continue my passion for fashion buying and business, and aim to delegate and build a strong team as time progresses.
Chris Cassar and Rick Glenn
himage.com.au
Graduated: August 2008
The most beneficial advice you received?
Structuring the site to meet customer’s expectations of predictability and making it easy to navigate. Also, approaching PR opportunities by telling them about our research in to how men buy cosmetics, rather than telling them about the site and hoping they write a review.
The hardest suggestion to implement?
We’re currently trying to find a balance between site aesthetics and improving search engine performance. It’s a tough one.
Any suggestions you ignored?
We haven’t ignored it but, purely based on cost, we put the in-depth market research interviews on hold. We focussed our budget and efforts on blogging, advertising and sponsoring events.
How has your business changed?
We probably wouldn’t have thought of some of the points raised in the session, such as starting our advertising campaign online – where our customers already are – and the importance of copy – which we are constantly brainstorming.
Plans for the future?
Over the next year we’ll continue to focus on increasing brand awareness and our product range. We hope our focus on providing a quality and efficient service will increase sales.
Stephane Pois
lartduvin.com.au
Graduated: April 2008
The most beneficial advice you received?
To have a good understanding of online advertising, branding your product, knowing your market – and how this can be developed to bring in new customers. Also, to make my website more visual with less words, because it was too confusing. Now the website is working well. It is a good representation of my business; visually appealing and succinct.
The hardest suggestion to implement?
The panel recommended I change the name because people couldn’t pronounce it. I compromised and added the English translation of the name l’art du vin – the art of wine – to my website. I understand this is an English-speaking country and you have to make your brand accessible to everyone, but I also think this represents my point of difference. The name kept coming up as one of the reasons customers chose my wine tours; it intrigued them. I may lose some customers who can’t spell l’art du vin, but perhaps I will attract an equal number.
How has your business changed?
I have a brand new website that implemented the ideas the panel suggested. It has a good position on Google, and I believe this has led to an upturn in business enquiries. I also have links with Alliance Francais, Crown Plaza and de Groots Media.
Plans for the future?
I am aiming for my tours to expand into other wine regions within Australia and beyond!
Dimity Mitsis
kinderclobber.com.au
Graduated: December 2007
The most beneficial advice you received?
To be honest with ourselves and if something isn’t working, to stop doing it and try a different way. Also, to use one company for domain registration, email, website design and web hosting, which made things significantly easier and avoided conflicts of interest.
The hardest suggestion to implement?
We loved the idea of running a competition to promote awareness of our label.
Any suggestions you ignored?
No, but there are a lot of suggestions we can now address that we weren’t ready to at the time.
How has your business changed?
When we had the panel discussion, our business was in its infancy, so the information was particularly valuable. We now have agents to represent our label throughout Australia and our website is up and running.
Plans for the future?
We want to sell to countries such as Germany. We also have plans for a new range called Kühl Clobber based on the clothes my great grandfather Sir Douglas Mawson wore on his expeditions to the Antarctic. We want to donate a portion of the sales to funds that preserve the Antarctic. For our Kinder Clobber range, we are donating a portion of the profits to the intensive care unit at the Sydney Children’s Hospital.
