Crowdsourced professional post-production for user generated video.
These days, everyone is a videographer. We all have handheld video cameras in our pockets – they’re called smartphones. And while anyone can shoot footage of reasonable quality, turning it into a compelling clip is a specialist skill.
EditMate provides professional video post-production in the cloud, with high quality at a low cost. Why would you stuff about trying to teach yourself to be a video editor to produce a barely passable product, when for a few hundred dollars you could get a professionally produced product? Think of it as UberBLACK for video editing – they have experienced video editors scattered all over the world, just waiting to turn your pile of mpeg into a beautifully crafted clip.
Rachel King and Scott Stratford
EditMate was born when Scott Stratford was working in Sales at a full service video production company. He was regularly approached by potential clients who had their own self-shot footage they wanted turned into beautiful videos at a lower price point than his company could offer. Boston-based cofounder Rachel King was working as a producer and doing small editing jobs on the side, for friends with young startups that were shooting their own content since they couldn’t afford a traditional production company. One day it clicked – there was a significant unmet market need, and an opportunity for a scalable business.
So the two did the only sensible thing in the circumstances. They booked a trip to Bali, and spent the next three months living on the cheap, surfing, scheming, and setting up what was to become EditMate using contract software developers. They launched in January of this year, and have tripled their throughput in five months. Much of the growth comes from repeat business from happy customers.
That might sound a bit glib, but these guys are both lean and smart. The first version of their system is built on WordPress (just like the blog you’re currently reading) – there’s no point in prematurely optimising your infrastructure before your business model is settled. And although the company is registered in New Zealand and was gestated in Bali, the centre of gravity is now firmly in the US. Scott moved to Boston, and is learning as much as he can as quickly as he can about the US market. He’s avoiding the mistake that many Kiwi startups make wasting time in New Zealand learning how to distribute to a market of 4m people, when you could be out in the wide wide world learning how to distribute in markets that are orders of magnitude larger. They’re making sure they have their business model right in the US before expanding to the rest of the world. Big tick.
New Zealand and Australia are still very important to the team though. “Australia is a great market for us – they seem to just ‘get’ the importance of curated user generated content,” says Scott. And a significant chunk of their sales still comes out of Aotearoa.
They haven’t needed to take on any investment – they’re successfully bootstrapping, and if they can keep on tripling every five months, they’ll be delighted with organic growth.
EditMate are focusing on the B2B market. Business models in video production haven’t kept pace with technological progress. For businesses, there’s no real need in many cases to have a professional camera crew come in, and charge an arm and a leg for end-to-end theatre-quality video when you just want an explainer clip to whack onto your home page. While there is some competition in the crowdsourced video market, nearly all of it is aimed at consumers.
Their latest feature is a mobile app which lets you crowdsource the camera work. As an example, if you’re running an event, you can get your participants to install the app, shoot their own video, and it automatically gets uploaded into the cloud where it’s ready for processing by the EditMate crew. Nek minnit, voila, you have a professionally edited record of the event which can be used as a teaser, a promo clip, blog post, and many other uses.
EditMate is a great example of a business that takes away the pain of doing small, infrequent specialist jobs, instantaneously, using the cloud. They’re also a great example of a Kiwi business going global from day one, optimising the right things at the right times.
The feminine hygiene revolution in a box – better for your health, and better for your world.
Most feminine hygiene products have environmental issues. They account for 0.5% of personal landfill usage, and contain plastics, chemicals and lots of artificial stuff. I’d like to think that the things we put in intimate places in our bodies are pure and natural, but that’s not the case for most tampons.
The Organic Initiative (OI) is changing that. They’ve come out with a line of Fair Trade, Organic, GMO-free, hypoallergenic tampons, pads, and panty liners. No chemicals, toxins, plastics, perfumes, dyes or synthetics, just pure organic biodegradable cotton.
Cofounder Bridget Healy is a health expert, herbalist and nutritionist, passionate about bringing healthy, sustainable products to the world. Alongside Bridget, Helen Robinson is a business powerhouse – she’s been the VP Australasia of Pivotal, the Managing Director of Microsoft NZ, started up, ran, and exited a carbon credit registry, and a director of NIWA. Currently, Helen is chair of Network for Learning, and on the boards of ATEED and a number of other companies. Helen describes her first meeting with Bridget in 2014 as “yin meeting yang”, the ideal union of complementary attributes, and in early 2015 The Organic Initiative was born. They had no trouble raising a small amount of friends and family investment, organised contract manufacturing in Europe, and they were away.
OI is essentially a brand play, and speed is critical. They’ve wasted no time at all and have executed with laser focus. Early 2015 was about securing distribution agreements, and in October they began their roll-out to every Pak ‘n’ Save and 4Square in the country with a finely branded product at a similar price to the old-school competition. Eight months later, from a standing start with no brand presence, they own 2% of the tampon and pad market in New Zealand, and are growing 30% month on month.
Helen says, “I’m excited, pumped, humbled, and scared stiff by the fantastic market reaction we’ve received. We’re on a roll, and speed is of the essence – you have a limited window of opportunity to create a brand, drive market, build scale and market share. You don’t want to be the person who says, ‘hey I thought of that, but didn’t act’.”
A key part of their success story is a great board. In addition to the two cofounders, the board comprises Dr Emma Parry (Next Magazine Woman of the Year in 2010, Gynecologist, now Chief Medical Officer of OI), Susan Peterson (ex General Counsel for ANZ bank, now on Wynyard, Trustpower, Vista Group boards), Tracey Grant (head of Risk for PWC NZ) and Sussan Turner (ex CEO of Mediaworks, pro-Chancellor of AUT, deep experience in tertiary education). How many startups do you know that have a six person, all-women all-star board? It goes further than that though – the 40-strong staff are all women too.
This team is running fast, and New Zealand is only the first stop. Although the bulk of their sales are through retail distribution, they’re selling a significant amount of their product through online direct sales in New Zealand and overseas. They’ve just organised their first distribution arrangements in China, and started shipping last month.
“Why on earth would you enter the Australian market, when for the same price, you can go anywhere in the world?”
When I asked Helen when they were going to launch in Australia, her answer was music to my ears, and reflected the advice I give many startups. She said, “Why on earth would you enter the Australian market, when for the same price, you can go anywhere in the world?” NZTE have been very helpful in getting OI into China, and the brand values are well aligned with New Zealand’s 100% Pure brand.
They’re also running lean. “Our biggest challenge is predicting and enabling growth, but not investing too much too quickly. We’re learning as much as we can as fast as we can, and trying to make our mistakes on a small scale so that we can enjoy success on a large scale. It’s a hard balance to strike but we’re achieving great results.”
Being a guy, I’m obviously not in OI’s direct target market. But the women in my life are keen on products that are ethically produced, healthy, and damage the environment less than the alternatives. Me too!
And being a guy won’t stop me from celebrating this great team’s success in taking a simple idea to the world with strong, quick, and purposeful execution. These gals are doing something difficult, and they’re doing it well.
You can buy the product online at www.oi4me.com – there’s even a subscription service, à la Dollar Shave Club – never get caught short again.
You’re invited to Demo Day for nine female-led startups
This week we’re featuring not one startup, but nine!
There’s no question that women are underrepresented in startups, and in the tech scene in general. This is despite the fact that in a recent study, First Round Capital found that companies with a female founder outperformed all-male founding teams by 63%.
New Zealand’s own Lightning Lab accelerator is doing their bit to support women entrepreneurs, and launched Lightning Lab XX earlier this year. On Demo Day, the teams will pitch to investors and you’re invited to come along and enjoy the presentations.
When: Thursday 16 June, 4pm Where: Embassy Theatre, Kent Terrace, Wellington Entry: Free, but RSVP is mandatory
NoticeMatch helps any business ensure their customer’s final experience is achieved a timely and empathetic manner. We empower them by identifying deceased customers quickly, thus giving them the tool to undertake their legal, moral or ethical obligations and build great relationships with the surviving families.
Geo AR Games get kids off the couch and active outside using Outdoor Mixed Reality technology. Mixed Reality combines digital content with a real-time video feed to create immersive experiences. By pairing this with Motion Gaming, kids explore digital content by walking and running. This solution encourages healthy relationships with technology by creating games that kids love.
Liangma allows quality-sensitive buyers to order fresh, free-range chicken for home delivery. The company connects free-range farms with inner-city buyers through a digital platform and logistics network. This creates an easy and reliable way for their Chengdu-based customers to buy the best poultry products. Liangma’s promise of 24h delivery fits perfectly with the Chinese culture of eating the freshest, highest quality produce.
John Huang, Jess Knipping, Steve Jasionowicz, Vanessa Wilson, Charlie Coppinger
Hive brings communities together by connecting people who need a hand with those who have the time and skills to help. At the heart of Hive is the idea that trust is valuable, and that communities can build trust. Using a mobile app, Hive facilitates finding and matching jobs, and processing payments. The app helps to build a trusted community by connecting locals to get work done.
Little Yellow Bird is a company that supplies businesses with more than just a uniform. LYB produces high quality workwear, through a completely transparent and ethical supply chain. They have a wide range of workwear such as custom business shirts to t-shirts, hoodies to aprons. This provides companies with an opportunity to turn their uniforms into marketing.
Sipreme is joyful future food – healthy, nutritionally complete, and super convenient. For busy people with cooler stuff to do than burn toast in the morning, this is it. It’s a fast, liquid meal that gives the adult body every nutrient it needs! The product iterates for each new batch, following their feedback. It’s the perfect, healthy solution for unromantic, functional meals.
Ama Balm is a natural balm used by adventurers to hydrate their weathered skin after being exposed to the elements. Launching only 8 months ago, Ama Balm is already featured in major surf, ski and adventure towns in NZ. The company aims to build a natural skin care range that serves the needs of adventurers across the globe.
Music Ecademy is a web application that teaches music theory and aural skills in a fun and engaging way through interactive lessons, quizzes, and games. The application helps to engage students while also saving teachers valuable time and resources. The curriculum is relevant for music schools and teachers in Australia, NZ and the UK.
Patternsnap is a digital library of Interior Design samples for Designers and Showrooms. It provides a beautiful, simple tool to search for products and create schemes. Patternsnap saves designers precious time, enabling access to a comprehensive database of unique samples. Currently available as an iOS app, Patternsnap is a virtual showroom in your pocket.
Disclosure: I’m a trustee of a trust that invested a small amount in the Lightning Lab XX Limited Partnership, which in turn invested in each of these startups at the beginning of the programme providing them with “ramen funding” for the duration of the programme. I have also provided weekly mentoring to NoticeMatch during the programme. And I’m on the Lightning Lab Advisory Board.
Making the world a safer place, one dangerous location at a time.
WATCH OUT, YOU’RE ABOUT TO STEP INTO A SINKHOLE!!
There’s an app for that. It’s built in Wellington, it’s being used all over the world, and it’s called ThunderMaps.
ThunderMaps enables businesses and governments to crowdsource hazard locations, and then let employees and citizens know when they’re in danger in real time.
Employees and citizens can enter hazard data from a mobile app, which is then used to warn people, analyse trends, take corrective action where possible, and generally reduce risk and improve safety. Think “Waze for danger.”
They integrate with over 500 services including Google sheets, Zendesk, Salesforce, Slack. They also have facility to integrate open data sources such as weather, fire, police callouts, earthquakes, etc. Integration is also two way, so you can pull data from ThunderMaps into other systems.
ThunderMaps charges clients with a small monthly per-user charge, plus a one-time setup fee for large organisations that want to “show leadership” with their own branded app.
In New Zealand, health and safety is a big issue, especially with the introduction last month of regulations under the new Health and Safety Act. In the new post-Pike River regime, company officers and directors can end up in prison for not taking all practical measures to provide a safe workplace. It has been, and will continue to be on the board agendas of all of the NZ boards I’m on.
It’s not only a local issue – health and safety is a global concern. Globally, 6,300 people die per day, and 1m people per day are injured in work-related accidents. That’s shocking. The International Labour Organisation (ILO) estimates that 4% of global GDP is lost due to injury or death at work. That’s expensive. We investors often talk about “pain points” in a figurative sense, but this pain is very real.
Although the company has only been trading for 23 months, they already have 10m dangerous locations recorded in their database, and they’re gunning to make that 100m in the next year. They’ve gone from zero to 17 staff worldwide in that period, and currently have 200+ customers with over 8,000 users. Revenues are growing at about 20% month-on-month. They recently won a European Union tender for city wide implementations, and have made sales to three European cities so far. Other customers range from big organisations like Downer EDI Works, TBfree NZ, Gannet Offshore, World Wildlife Fund and the NZ Fire Service, right down to medium and small businesses that just need a simple way to make health and safety easy.
As an example, TBfree NZ is charged with eliminating bovine tuberculosis in New Zealand. Wandering around cattle farms can be a dangerous business – there are all sorts of hazards like terrain, chemicals, and dogs. The main source of TB is possums, and trapping possums is also dangerous. ThunderMaps helps reduce risk by documenting these hazards and automatically making the people at risk aware of them with location-based alerts. Being concerned for and looking after employees helps TBfree NZ attract and retain staff. Governments prefer to let out contracts to companies who take health and safety seriously, and so ThunderMaps makes it easier for its customers to win RFPs. Everybody wins.
Clint van Marrewijk
ThunderMaps is led by CEO Clint van Marrewijk, who was looking for the next big thing after completing his earnout period when Kiwibank bought Gareth Morgan Kiwisaver. I first met Clint at Startup Weekend Wellington in 2015, so I guess can say that I knew him before he was famous. He’s put together a stellar team, and has attracted top talent to his board including local heroes JD Trask and Victoria MacLennan. CTO Chris Noldus has an extensive track record in just about in more open source technologies than you can name in one breath, and was the guy who developed the iPredict prediction marketplace. They have offices in The Terrace in Wellington, London, and Gothenburg Sweden.
Ideas are great, but sometimes they get in the way. Given the choice between doing something cool and shipping product, shipping product will always win…
Why The Terrace and not Cuba Street? The team culture is very focused on getting stuff done. Clint says, “Ideas are great, but sometimes they get in the way. Given the choice between doing something cool and shipping product, shipping product will always win at ThunderMaps. We’re running a business that saves lives, not an agency.”
They’ve been mainly self-funded by their founders, and they’ve taken on a small chunk of angel investment. They’re working toward raising Series A late this year to fuel international growth.
We currently live in an era where for the first time, everything is becoming knowable. The facts that can save your life risk being drowned in an ocean of big data. ThunderMaps organises this critical knowledge into accessible, actionable, and auditable alerts. While we can’t completely eliminate risks – we’ll never be able to fence off every sinkhole – we can identify and mitigate those risks. ThunderMaps is one of those rare apps that might save your life, or the lives of one of your coworkers or family members some day.
Measure and manage customer happiness in real time.
Do you really know how much your customers like your product or service? Really? If so, you’re probably measuring your Net Promoter Score (NPS), the global standard for measuring customer loyalty.
If you’re not familiar with it, NPS is the result of asking your customers a one-question survey: “On a scale of 0-10, how likely are you to recommend us to a friend?” Promoters are people who rate you 9 or 10. Passives are people who give you 7 or 8. Detractors are people who give you 6 or less. Simple equation: NPS = % Promoters – % Detractors. As a business, you want your NPS to be as high as possible. Apple recently scored 47, and Citibank -41. Smart companies employ NPS as a board-level metric.
Ask Nicely is the Auckland-based startup that is leading the world in measuring and managing NPS. They launched in December 2014, and are already taking the market by storm, with thousands of users in over 80 countries. They’re growing at 25% month-on-month, with over 90% of this growth coming from the US.
They are the classic well-focused startup – they do only one thing, but they do it extremely well. They can get you up and running and measuring and managing this critical metric in minutes. Their customer list is very diverse, including household names like Seagate, Rackspace, Xero, as well as an NBA franchise and the world’s largest network of phone-based psychics. It would appear that even psychics value independent assessments of customer satisfaction.
John Ballinger and Aaron Ward
The idea for Ask Nicely was conceived in a late-night session in a Ponsonby cafe in April 2014 when co-founders Aaron Ward and John Ballinger decided to “do for surveys what Twitter did for blogging”. In true Lean Startup fashion, John built a rough prototype over the next couple of days, and they knew they had a viable business when 11 out of 12 companies they showed it to said they’d pay for the service. From idea to validated MVP in a fortnight – stunning.
For much of the next two years, the company operated out of John’s garage in Ponsonby. They are mindfully building an Exponential Organisation (XO), using external resources for as much as possible and focusing on the hard bits where they add the most value. And like an XO, they integrate with a wide range of products that exchange data with systems their customers are already using. Currently, these include Salesforce, Intercom, Slack, Klipfolio, Mailchimp, Mixpanel, Desk.com, Zendesk, Groove, Helpscout, Freshdesk, Shopify, Zapier, and Geckoboard, with a number of others in the pipeline. They see integrations as one of their key growth channels. The other main growth channels are pay-per-click advertising and content marketing. Aaron claims that their cost per acquisition is very low compared to the average customer lifetime value. Organic referrals also play a significant role.
The team has expanded to five people this year, with two sales people based in the US, and another dev in Auckland.
The users clearly love it. Ask Nicely has the highest satisfaction rating for its category on G2Crowd. Their main competitors, Satmetrix and Medallia, are enterprise solutions with price tags that can run into hundreds of thousands of dollars, while Ask Nicely starts at USD 49 per month. Given that they’re the only serious tool in their bracket, they’re on the way to owning this category.
Over the last two years, they’ve raised two small seed rounds from ICE Angels, AngelHQ, K1W1, NZVIF, and a few others. Last month, two years to the day after coming up with the idea, Aaron and John returned to the Ponsonby cafe for another late night session, this time plotting their Series A raise. They’re preparing to build out their team and accelerate US momentum. If you’re a member of an angel club, keep your eyes open for this opportunity when it comes round.
Ahead of the Series A, Ask Nicely are looking for a PHP dev to accelerate delivery of an ambitious product roadmap and architect the platform to perform at massive scale.
Aaron says the big goal is to tackle a meaningful global problem, helping businesses achieve better results by delivering great customer experiences, owning that category, and doing it from New Zealand.
You could say that with Ask Nicely, New Zealand is yet again helping to make the world a happier place.