How to define a new market category – with Liam Norris of Anti Ordinary

One of the surest ways to launch a successful startup is to define an entirely new market category, one that is easily understood and valued.

By doing this, you instantly become the market leader and the first mover.
This is precisely what Liam Norris and the lads at Ant-Ordinary are doing by re-framing skiing safety helmets as fashion items.

Anti Ordinary is founded on the principle that helmets shouldn’t be a chore to wear anymore.  We looked out on the slopes and realised people didn’t like wearing helmets, from pros to punters alike.

Who could really blame them? Hard, unconforming chunks of foam that can bounce around, fit poorly and ultimately ruin the experience on the slopes.

We saw that most people who weren’t wearing a helmet (and even many who did) wore beanies. Instead of making a helmet slightly more comfortable, we decided to make a safe beanie.

And that’s exactly what we’ve done. After over 2 years of R&D, we’ve created the design that allows us to make a device that is not only safe but truly conforming and comfortable.

After our successful Kickstarter (raising over $200K AUD), we’re excited to be launching into the market in the 2019/2020 Northern Hemisphere snow season.

Follow their journey on Facebook, Twitter, & Instagram.

Also, check out their unconventional pitch here: https://www.youtube.com/watch?v=65vGDvlsgaM

And their promotional video here: https://www.youtube.com/watch?time_continue=5&v=QFEIyETHYJE

Anne-Marie Walton on Crowdfunding her side hustle – KidsWantu

Crowdfunding is no longer a new idea, but the number of successful crowdfunding campaigns is still relatively small, and that’d because regardless of the method fundraising for a Startup is still a hugely difficult exercise.

On today’s podcast, we speak with Anne-Marie Walton, who at the time of our chat is a little over halfway through her crowdfunding campaign for your side-hustle and passion business – KidsWantu.

Anne-Marie’s has over 25 years’ experience in corporate, small business and community work.

A Mum on a mission, Anne-Marie Walton has harnessed today’s technology to transform the lives of parents and carers to get quality, memorable face-to-face fun with their kids, away from a screen.

As a sole founder, self-funded, 55-year-old, non-technical women living outside of a capital city, Anne-Marie is a working example of how to take an idea and scale it to the world.

Please checkout the Crowdfunding campaign here: https://www.pozible.com/profile/anne-marie-walton

If you’re not able to pledge, please do share something on Social Media to help support, if you’re listening to my podcast then you know how important marketing is, and that even a ‘like’ on this post adds a little momentum towards the goal.

Follow her journey on Linkedin, Twitter, Facebook & Instagram.