Conversations with inspiring female founders who are changing the world and the narrative of underrepresented founders in the Startup business ecosystem.
EPISODE 5: A CHAT WITH CELIA POOL OF DAME ABOUT ESTABLISHING A PRE PRODUCT MARKET FIT, CROWDFUNDING YOUR STARTUP AND RUNNING A SUCCESSFUL BUSINESS. LISTEN ON THE STARTUP GOLD PODCAST
Celia is the co-founder behind the sustainable brand DAME, a business on a mission to ensure every woman around the world has access to period products that are free from toxins, discomfort and negative language.
At DAME, the belief is that period products should not damage or exploit our natural world and this impacts everything the company does.
During my 45 minute chat with Celia, I had to get her view on how businesses can establish a pre-product market fit and thrive. I mean who better to hear it from that someone who has successfully sold the concept of a reusable tampon applicator. Celia had this to say on how to establish a pre product market fit.
“When we took the step, we essentially pivoted our old company, which is possibly the scariest thing to do because the pivot never happens quickly. It happens very gradually. When we pivoted, we gave ourselves a very sort of clear manifesto for the upcoming months. And that was “Right. Let’s get this idea and let’s get it into a prototype form. And then once we have it in a prototype form, before we’ve put any money into a tool to bring it to life, let’s put it on Kickstarter, which is a crowd funding website. And that’s how we’ll see if we get market validation, because it really is the cheapest and easiest way to get product market fit”
Celia and her co-founder not only managed to get their idea for DAME on Kickstarter and gain market validation but they exceeded their startup finance target by 300% as a result of the campaign. I mean how cool is that?
I asked Celia what DAME’s selling points were and what attracted so many backers and investors to the brand and the campaign. Here is what she had to say
“We launched the campaign a couple of months after David Attenborough had put out Blue Planet. Finally, the whole plastic issue clicked. Suddenly at that point, you have the world’s media running out looking for stories of companies that were trying to make changes in this are. When our Kickstarter dropped a couple of months after this, we had the most incredible amount of press articles on us. On the third day of our campaign, we were trending on Twitter. We had all these amazing journalistic outlets talking about us and really pushed us out all around the world.
I think it was a right time. And it really highlighted the fact that people want to make change. They just don’t know how, and they need companies to come in and show them easy little changes with a huge environmental impact. And for us that was really key”
Celia and I went on to discuss other things about running a successful Startup. She juggles motherhood with running the business at DAME and so I had to ask how she does it. If you want to know what she means when she says “tampons have gone to school and toys have come to work” listen to complete chat below or on Season 1’s Episode 5 of The Startup Gold Podcast.
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Dee is a mum, business transformation coach and brand strategist. She has worked with Fortune 500 businesses on executing multi million dollar projects. She teaches Startups how to effectively launch and grow their business.