KRISTY CHONG - MODIBODI
ON INVENTING AN ENTIRE NEW CATEGORY OF APPAREL - LEAKPROOF UNDERWEAR
After having her second child, Kristy Chong experienced a problem that has the potential to impact almost 50% of the world’s population. She was a little incontinent – not big deal. But she wasn’t convinced that disposable hygiene options at the time were suitable. She needed a better solution and she set out to build it.
Build it she did. She is the founder of multimillion-dollar leakproof underwear and apparel brand, ModiBodi. Her products were designed to solve this issue for women, and 7 years later she’s now also helping men.
Not only was Modibodi first to market but Kristy’s state-of-the-art fibre technology is featured in the Powerhouse museum of Australia – which the contemporary museum for excellence and innovation in applied arts and sciences. The brand is sustainable and underpinned by social impact initiatives.
Quick shout out – if you haven’t listened to our chat with Eloments Tea, go and do that as it’s a great lead into ethical business and this discussion.
Kristy Chong is an example of a self-motivated powerhouse and the success of Modibodi to date has been pretty impressive, however it’s not over, with a global expansion in the works, and as you’ll hear we got the inside scoop that she’s about to sign with a major retailer here in Australia too.
You’ll learn:
Which customer segments she targeted in the beginning and how this has evolved over time
The challenges associated with inventing a whole new category of product
How to build impact into your business model from the get-go
Why you should adopt a test and learn marketing approach
How to go about building a financial model for your business
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THE BITS YOU DON’T WANT TO MISS
“I put in $25k upfront - that’s it.”
“You have to be involved in building the business model, do not give that responsibility to someone else. You need to be looking at it daily and playing with it so you get to understand your numbers.”
“We adopt a test-and-learn approach to all marketing campaigns. That’s what you have to do!”
Learn more:
Listen via Apple Podcasts
Listen via Spotify
Discover Modibodi
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