How a Direct-To-Consumer Leak Proof Underwear Business Became The 8th Fastest Growing New Businesses in Australia

On Episode 29 of the “Future of Australia” podcast, I speak with Kristy Chong, the Founder and CEO of Modibodi a leak proof underwear and apparel company that grew 115% last year.

This made Modibodi, on the Financial Review list of 100 fastest growing new companies in Australia, the 8th FASTEST GROWING new business in Australia.

[Click Here to Listen to the Podcast in SPOTIFY, or Listen in iTunes, or Listen in SoundCloud, or search 'Future of Australia' or 'Derek Stewart' in your iPhone or Android podcast app]

We Discuss...

• Why her experience in PR was a great training and learning experience for being an entrepreneur
• Thinking about running her own PR agency, but deciding that she wanted to run a product business rather than a service business
• How having four children helped motivate her to have a project to work on, and to get a product to market
• Running at a fast pace, and setting new goals continuously, as she improves

• “If you are not motivated by solving problems, entrepreneurship might not be for you”
• The disconnect between mainstream media rejecting her business, and the end users loving it, which pushed her to start with micro influencer brand ambassador marketing
• The sustainability and environment impact conversation, and how the rise of female empowerment has coincided with the growth of Modibodi
• Why the early adopters and risk takers are the ones who make change, and why you can get stuck between the early adopters and the mass market
• “If you are growing, keep going”
• The benefit of being an eCommerce business, and why the idea would not have worked if they needed retail distribution
• Why word-of-mouth marketing and influencer marketing is still the main driver of their sales, and why 95% of their customers are repeat buyers
• Why they track the return on investment of every dollar they spend on marketing, and have to operate very differently from gigantic brands
• How direct-to-consumer brands have seen an increase in sales during COVID, and why retailers without good online presence have suffered
• Why they have a share of profit model and consider social impact as much as they are focused on innovation

[Click Here to Listen to the Podcast in SPOTIFY, or Listen in iTunes, or Listen in SoundCloud, or search 'Future of Australia' or 'Derek Stewart' in your iPhone or Android podcast app]

?Podcast Episode History:

Episode 1: "Family Business & Real Estate: How Husband and Wife QLD Entrepreneurs Found A Gap in The Market"

Episode 2: "Law & Accounting Firm A.I and Automation + Doubling Revenue TWICE in 12 Months"

Episode 3: "Expat Entrepreneurship & Maximising Your Marketing Dollars"

Episode 4: "Turning a Hobby Selling Quirky Gifts Online Into a Multi-Million Dollar Business"

Episode 5: "Owning 20+ Properties In His 20s to Buying 40 Per MONTH for Clients"

Episode 6: "Engineering Entrepreneurship and Managing BILLION Dollar Assets"

Episode 7: "One Day Away From Shutting Down to 1000% Annual Growth"

Episode 8: "From Losing Your Co-Founder to 59% Growth the Next Year"

Episode 9: "Female Entrepreneurship And Starting a Business 11 Days After Giving Birth"

Episode 10: "From Door-To-Door Salesman To $11 Million Annual Revenue Within FIVE Years"

Episode 11: "From Podiatry Intern to 60+ Employee Health SuperCentre"

Episode 12: "From Selling Burned CDs to $350mm in Annual Revenue"

Episode 13: "Developing a Growth Mindset and Perth Entrepreneurship Going Global"

Episode 14: "From Army Officer to $23mm Annual Revenue Canberra Consultancy in 3 Years"

Episdoe 15: "How High School Best Friends Created One of The Fastest Growing Media Agencies in Australia"

Episode 16: "Creating Entrepreneurs, Corporate Innovation and Helping 10 Year Olds Make $1000+ Per Month"

Episode 17: "From $200,000+ in Credit Card Debt to Seven Figure Annual Income"

Episode 18: "How Construction Consulting Became a Multi-Million Dollar Niche Success"

Episode 19: "Why A Fast Growth Law Firm Embraces Tech and Teaches Its Entrepreneur Clients How to Negotiate"

Episode 20: "From Neuroscience PhD to 70 Employee Fast Growth Consultancy"

Episode 21: "From Inspirational Facebook Posts to the Fastest Growing New Apparel Business in Australia"

Episode 22: "From Sleeping on the Factory Floor to 3rd Fastest Growing New Business in Australia with $40mm+ Annual Revenue"

Episode 23: "From Graduate Finance Job at 18 to Growing Revenue $55 MILLION in 12 Months"

Episode 24: "Paying Drivers MORE The Secret to the Fastest Growing New Logistics Company in Australia"

Episode 25: "From Kicked Out Of High School to Published Author Running A Multi-Million Dollar Digital Growth Agency"

Episode 26: "From $1,000,000+ in DEBT to 6th Fastest Growing New Business in Australia

Episode 27: "How EMPLOYEE-OWNED Consultancy Became 10th Fastest Growing New Business in Australia"

Episode 28:"From Cold Calling in a New York City Phone Booth to Australian Public Company CEO"

Hi, my name is Derek. "FUTURE OF AUSTRALIA" is a project I am running to interview the Founders, CEOs and Entrepreneurs behind the FASTEST GROWING new businesses in Australia. 

"FUTURE OF AUSTRALIA" is about interviewing, celebrating and sharing the knowledge, aspirations, struggles, goals and achievements of these people with a broader audience.

If you are interested in contributing, learning more of keeping in the loop with our updates and email newsletter, email me at [email protected], or give me a call or text on 0404 689 897.

www.FutureOfAustralia.com