Building a product for yourself, with one eye on the market – with Lachlan Palmer of Kashy

If you’re going to build a startup, and you want it to be successful, you need to solve a problem. And if you’re solving a problem, you’re solving it for a person, and what better person to solve a problem for than yourself. So many great Startups start by solving problems for the founder and this is exactly what Lachlan Palmer is doing with Kashy

Lachlan saw a problem in the mechanic market, servicing cars and he went about fixing that problem for himself, and now he’s rolling it out to his mechanic friends.

Kashy was founded in March 2018 by Lachlan Palmer, as a fresh take on an old concept where apprentice mechanics would often do work for family and friends as a way to make ends meet.

After dropping out of school, Lachlan followed his love and passion for cars into a job as an apprentice mechanic earning a mere $300 a week. With few family and friends having a car or needing work done he didn’t have the same access to extra jobs as his fellow mechanics. This was when the first idea of Kashy came to fruition.

After working in the industry for 4.5 years and becoming a fully qualified mechanic Lachlan became disillusioned by the way the current system works. In his experience, he found the current operation of the industry to be a rip off for both the customers and mechanics alike  – with vehicle owners paying exorbitant prices for services, while the mechanics were paid as little as a tenth of what the dealers charge per hour.

Since then he has put his effort into building Kashy, a business that shines a light on the current industry issues and fixes them by creating an ethical and fair trade for all.

Kashy coupon code: FRACTAL

How to Position your Startup

So we’ve all seen positioning map in a standard Startup pitch, you know the ones where every company is to the top right-hand corner of the map. So a positioning map is a diagram drawn to illustrate the customers perception of the business offering based on price or quality of some other benefits, and how the perception compares against the competitors. In today’s episode, I’m going to dive into my ideas around positioning maps, and how you can use them with your Startup.

Two-sided marketplaces & the AirBnB for Pets with Deb Morrison from PetCloud

Two-sided marketplaces, one of the hardest types of startup businesses to get going. But this week, we’re speaking to Deb Morrison, the founder of PetCloud, who’s actually made a success, and we’ll cover the different ways she’s been able to build a two-sided marketplace to the scale she has today.

If you listen right to the end of the episode you’ll even hear the point I decide to become a pet sitting on her platform 😉

PetCloud is an Australian owned and run company guided by experts and industry leaders from the Animal Welfare, Pet & Vet, and IT industries.

Founded in August of 2014 and headquartered in Brisbane, PetCloud is a trusted community for Pet Owners to Search, Connect, and easily Book verified & insured Pet Care Services across Australia — from any internet-connected device.

It’s a safe, convenient and affordable way to make sure your best friend is in a loving home while you’re away.

When you book with PetCloud, you are helping to change the lives of pets and people everywhere.

PetCloud is part-owned by RSPCA Queensland, and the RSPCA’s National Call Centre provides us with Customer Support which we pay them for which helps fund their rescue work.

Our management team has over 50 years of experience running Business Operations. Our IT team has over a decade of experience creating online solutions for some of the most recognised brands in the travel, defence, and education industries.

PetCloud is based on a sharing economy model, & is the easiest way for animal lovers who want to monetise their backyard, car, and services and showcase it online to busy Pet Owners searching for in-home pet care services.

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

How can you innovate on a recent innovation? With Jose Chudoba of Teltoo

We all know the frustration of watching streaming videos when they start to buffer.

It might just be a TV show, but it could be a live sporting event or it could be the new release of Game of Thrones. 

Whatever it is, that buffering experience is crazy. 

You absolutely hate it. But you as a user who hates it, but the person who’s streaming the video, the person responsible for pushing that content out, that’s their job. And that’s the problem that the team at Teltoo are trying to solve. 

They’re layering a peer-to-peer network over the top of the CDN’s to deliver an even better experience by utilizing all the viewers’ browsers to help deliver that content to you. 

Follow their journey on LinkedIn & Twitter.

Teltoo is a decentralized video delivery technology that works alongside with Content Delivery Networks like Akamai or Level3, increasing the overall bandwidth capacity for live streams.

Teltoo is an HTML5 technology that integrates into the video player of our potential customers (streaming platforms, broadcasters, telcos, cable operators) and from there connects with our main server that is the brains behind the technology. This server, monitors and tracks the network identifying the best available sources to deliver the pieces of video content that viewers are requesting at every moment. The beauty of the technology is that not only finds those pieces of video content from offloaded CDN nodes but involves viewers devices’ themselves to increase the number of potential sources in order to kill the most hated enemy of video streamers: buffering

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:

And their promotional video here:

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:

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.

Rama Sreenivasan from Blitzz gives a masterclass in problem led Startup creation

We’ve all experienced the frustration of being on the phone to a support company because our internet, TV or PC is not working and the audio communication channel is just not working. 

Support is telling you to check the warning lights and clear the drum, yet you can’t even find the drum.

It was this frustration that drove Rama to found Blitzz. Blitzz fundamentally transform how customer service and field service teams operate by enriching them with incredibly powerful and intuitive visual and collaborative tools, it’s like what screen sharing has done for software support, but now for physical equipment. 

Blitzz fundamentally transform how customer service and field service teams operate by enriching them with incredibly powerful and intuitive visual and collaborative tools. Blitzz provide them with a smart (AI poBlitzzred), interactive AR poBlitzzred workflow automation platform to solve customer support issues 10X faster while slashing support overhead. Blitzz improve KPIs such as first time fix it rate, tech productivity & utilization & customer satisfaction apart from remote training and remote L3 to L1 support. Blitzz even empoBlitzzr the customer to reach out to the field tech and access his/her queries if needed facilitating a high touch customer-centric, personalized support. Blitzz enable call centre agents and field agents to cross-sell and upsell as Blitzzll. Blitzzlcome to the future of interactive, video & AR-based, predictive customer & field service workflows.

Check out the Blitzz Explainer Video.

Jordan Pearce is taking on the Supermarket Oligopoly for the good of the farmers.

Australia is the land of the Oligopoly, we have 4 major banks, two major telcos, Two major News holding companies and two major supermarkets.

The problem with Oligopolies is that they tend to unconsciously collude and ultimately squeeze their suppliers through their dominate market control.

This is a huge problem for Australian Farmers, and consumers have very little power to effect change.

This is the problem Jordan Pearce is hoping to solve with his business Farm2Market, empowering consumers to buy directly from the Farm and cut out the supermarkets.

Emma Patterson on disrupting the way Brands and Retailers interact and discover each other

Retail is increasingly moving online, yet the engagement between brands and retailers is stuck in the physical world of trade shows and face to face meetings.
Emma Patterson aims to change this with her App that is the tinder for retail. 

Emma has created a clear positioning for her business and is using a platform that combines the current flawed approach of Instagram with the dating app tinder. 
While InDirectory is an early-stage business Emma’s deep understanding of her target Persona’s problems creates a clear vision of what success is going to look like. 

Mackenzie Jackson of Conpago discusses their journey from a WiFi-enabled kettle to an enterprise software suite empowering communities, by staying focused on the problem he was solving

When we grow older we want to be surrounded by the people we love, that’s why Conpago has a mission to build thriving communities in aged care, home care and retirement living. 

In this episode, I talk through the 7 P’s of Startup marketing with Mackenzie Jackson co-founder of Conpago

We hear Mackenzie’s Pitch for Conpago, with the problem they are solving. We cover the promise Conpago makes and the Persona of that Promise. 

We dig deep on how to Conpago positions themselves uniquely in their market and how the hustle of getting up and talking at events has been their best promotion. 

We look at how Propagation is baked into a community first product like Conpago and importantly cover how the journey of Conpago has evolved from a wifi-enabled kettle to the enterprise software suite it is today by staying focused on the problem they set out to solve. 

Transcription Highlights:


We actually started off as a B2C play, you know, we’ll try and sell direct to the consumer which is you know, the end-user and it was near impossible, it’s very hard to try and reach that target market so, you know, we sell to the Enterprises because that’s the biggest access that we have to our end-users, It’s the biggest sales channel that we have.

It’s also the way that we can provide the most amount of value to them.

But you know, like going back to how we provide value to everyone to make them all feel included, it really is, we don’t want to introduce, we stay kind of hidden in the background.

We make our, we kind of make the sale to the Enterprise client, and then we white-label and rebrand everything to them, so that we’re not introducing a new, confusing party to the end-user, It’s all familiar to them and they feel kind of, this greater connection to their existing kind of world that they live in, but also provide them immediate access to a whole wider range of services and a whole, basically the, you know access to the internet without it being so scary.


One of the large problems with these large care organizations is that they’re very old-school and it’s a hard industry to disrupt and innovate. It doesn’t have a lot of adoption of technology once they have clients.

So it’s very hard to be able to engage with them regularly, so I’ll give you one example of a client that we have, they service an area of 150 kilometres.

So they’re at their Central base and they provide home care services within a radius of 150 kilometres from that base.

So you can imagine that you know, you can call someone, you can post them out a letter, It’s very hard to have any one-on-one communication and it’s quite a costly long process for them to be able to, kind of have any social interaction to send transport out there to, you know, to be able to book a service and get a service out there.

So one of the problems that they really were facing is that, how do we streamline, you know, our clients? How do we get more contact points with them? and without having to drive 150 kilometres everyday to visit our clients.

And also how do we get them engaged with the internet because the internet is an obvious solution to this, but how do we get our clients to kind of use technology?

And one thing that we found through the research and also after it, is that there’s this misconception that seniors don’t want anything to do with technology and I’ll admit there are a few, you know, that we’ve dealt with that don’t but really it’s just they don’t understand it and no one’s really given them the time and built something for them.

You know, once you build something for them, then, they become quite involved in it, particularly if it has meaning and purpose for them.

So one of the big problems that we’re able to solve is now these care organizations were out to effectively communicate regularly with their clientele, they were able to you know, book services, get increased the number of services that were being used by their clientele.

You know, and also have when carers come, you know, for them to be able to check in on the device so that the carer has actually been inside and arrived there and that makes their whole billing process easier.

So a lot of it was problems that we all could solve with technology even in a different industry, but we needed to come about it, in an innovative and creative way to tackle the problems that we’re having for this particular industry.


At the start, when we go back to the Messaging Kettle.

We really felt like, the pioneers in this space and we were leading the way and now we’ve come into this kind of new space and there’s all this, there’s a couple of other startups popping up everywhere, and we’re all tackling, tackling the same problem with different solutions, we really position ourselves in the market is that we target at, there’s a couple of solutions out there that there are some great products that will help a senior use technology.

So, you know, it might be a simplified tablet, that they exist on the market where you can buy it and you know, Grandma can message people, the message you, easy, and then she can, you know, get on Facebook easy, but where we really differentiate ourselves is we’re all about building a community and we’re all about kind of providing services.

So, we actually have found that learning to use technology isn’t the real barrier, although we kind of thought that would be at the start. 

What’s the real barrier and where the real kind of ‘open up’ in the market is that, there are not many places available in this cat-litter, this giant black hole that is the internet, that is dedicated to the aging population, that really tackles the problems that they have, and looks at the care providers and helps them deliver the solution.

So, you know where we sit, you know, in the market is kind of looking at both the care providers and the client and figuring out how we can make a really nice gel between them and the carers in the family that helps build out this community, and if we, you know of all, most Community Care where everyone has the ability to look out for each other and create events and build up this community, that’s kind of, on the basis of the care services that are available.