Episode Transcript
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My name is Elisha Tadavrera and this is the For The Creatives podcast.
Last year in June 2023, I attended the Tropical Innovation Festival in Far North
Queensland and got to meet some inspiring people.
Now, if you haven't heard of it before, this festival is all about celebrating
innovation, entrepreneurship, investment in Queensland and in Australia.
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And it's designed as an unapologetically informal event, which I just love.
While I was at this event, I had the opportunity to record some interviews with
about 14, 15 different people.
So, some entrepreneurs, founders, some investors, and have some amazing conversations
and ask them a bit about their story and their journey. This is one of those episodes.
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I hope you enjoy it. Hey, Kristen, thanks for joining me on the podcast today.
No worries. Thanks for having me.
So what is your startup and what do you do? So Sol & Sonder is breaking the
tradition of traditional solar power,
which I guess we can say that it's mostly seen on rooftops or at a campsite
and it's never really been created for everyday use.
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So we're really trying to bridge the gap between fashion and function and create
solar products that are fashionable and help to keep us charged while we're
traveling. That's it in a bit of a nutshell.
Awesome. I'll touch on that in a moment and ask you some questions.
But we're here at the Tropical Innovation Festival.
So I have a bit of a wacky innovation question.
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So what would you do if all electronic devices suddenly stopped working,
but you needed to send a message across the globe and post wasn't an option?
Like the traditional mail wasn't an option.
And traditional mail wasn't an option. All the devices in the planet disappear.
Other than sending smoke signals to another site.
Well, I guess that's what we're trying to do is to recharge your phones.
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But if they drop dead, a pigeon's a thing. Yeah. Yeah.
To the other side of the world, no phones, no internet. No internet.
No, like, well, it might be internet, but no electronic devices to use the internet.
To use the internet. Okay.
There's no right answer here. Oh, good. Okay. I'm just really having a good
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think about it. Look, I'm going
to stick with some pigeons. Go back to old school style. Yeah, pigeons.
So with Soul and Sunder, is that how you pronounce it? Soul and Sunder. Soul and Sunder.
When did you start that and why did you start it? So 2019 was where it first kicked off.
I was in Sydney with a bunch of friends exploring beach bars,
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cocktails, sunshine, you name it.
And a few too many cocktails when I got back to the apartment led to me forgetting
to charge my power banks.
So the next day we had to get up early. We were on ferries.
My phone was already starting to die. I didn't have any charge of my power banks.
And I used solar all the time for travel. We had it on the rooftop of the car.
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So we relied on it and had a bit of knowledge in the technology.
So I just remember thinking how great it would be to have solar.
And that night we we couldn't get back to our hotel. So it was actually,
you just kind of realize how much you rely on your devices when you're traveling.
And it doesn't necessarily have to be out in the sticks or rural areas. It can be in a city too.
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So I came back and I really just wanted to buy myself a product to take with me.
And everything I found was ultra masculine, fluoro colors, heavy,
bulky, just nothing I would ever in a million years take out at a cafe or where I had had been.
And I definitely saw an opportunity that women were so overlooked and that we
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have every reason to need access to it.
And so that's when I started the journey. I first tried drop.
Sprinkle some glitter on this horrible stuff. And I just couldn't because there
was nothing out there that was even capable of trying to shine it up.
So I started developing my own.
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I took in a mood board, a big project ideas to a company to help me design and
manufacture a prototype.
And yeah, I can pretty comfortably say that the mood boards that I had in that
first meeting still stand true to where it's sitting all these years later.
That's so good. And what was the initial reaction when he took it into that
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company? Well, that's the thing.
Men know about solar. So it is just this, it is this challenge for me to kind
of get this idea across that I'm taking something that's not new.
We're just doing it better and providing it to a wider lifestyle travelers as well as women.
And so he was very excited. it, but one of the girls that was a junior working on the project,
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she was the one that was most excited and she was the one that kind of ended
up taking the lead on the project because, you know, the reaction that you get
from women when you show them this sort of stuff, they really do just go,
I never even thought about that.
And oh my God, I couldn't use that in this place, in this place.
And so, yeah, so that was kind of that story.
Yeah, that's so good. Good. So, you mentioned earlier when we were talking that
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your slogan is making solar sexy. Yes.
When did you come up with that? It was just trying to encapsulate what we were
trying to do in a sentence.
The other one that I use a fair bit is charge your lifestyle.
But I guess by making solar sexy, it does confuse quite a lot of people because
they go, how can you make solar sexy?
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And then they see it and then they go, oh, I get it. I totally get it. That's sexy.
So, I think I started using that maybe the start of last year,
just to give it a little bit of a ring.
Yeah, nice. And it makes people, you know, perk up a bit. That's it. That's it.
So what are some of the products you have and like, how would you describe them?
Yeah. So really fashionable, renewable energy. They're solar power banks.
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We've wrapped them up in Napa leather to start off with.
Because the panels can last 20 years, we wanted to make sure that we were using
a textile that had the potential to be durable as well.
So if you think Think about the way that we're trying to go with our products.
I guess you could say the Bellroy of fashionable renewable energy,
which is, you know, contemporary sleek designs, nothing too over the top.
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We want it to be like minimalist, modern and fit for every day.
We went down the route of doing the travel wallet to start off with because
obviously losing charge when you're traveling is a real nightmare.
And keeping all your travel bits and pieces together and then always traveling
with your your access to power.
So that's going to be our first, this is our first range of products and we.
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Going to be sorry we've just started working a designer
in Melbourne who used to work for a
huge accessories brand that went out
on her own because she wanted to see the slower side to
fashion so she's going to be coming on board to help us with designing our next
range as well as in a limited edition Australian made range too so using local
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manufacturers a lot of which asylum seekers and those that are she's come on
board to kind of give them a craft and give them experience in making it So,
yeah, we're really excited to be working with Simone and her team at Symmetry,
just to plug the business.
That is amazing. I really like how you mentioned that you took some time to
decide what material you were going to use to case the power banks.
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Is that right? Yep. And that long term, that longevity.
So, it's not just the cheapest like plastic or something on the outside.
Yep, that's it. Yeah, that's so good. So, as a founder, you know,
you wear different stages, you wear different hats, you have a lot of competing
demands and a lot of different things going on. How do you balance everything? Do you, how do you?
So it is just me at the moment. So my background is actually in design.
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So I managed a branding studio for a number of years before going out on my own.
So in terms of, you know, website design, branding, social media,
all of that sort of stuff, it was, it is at least my bread and butter.
So that has been the foundation piece that every business really does need.
Need and I just wanted to make sure that I had a really strong emphasis on brand
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and appearance to start off with.
And then it obviously grows from that to going and raising the capital,
continuing to develop new products, talking to manufacturers and as well as
developing new business and ideas and all that sort of thing. How do I manage it?
So for me, it's definitely about having blocks of dedicated time to each thing.
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I think sometimes, especially for myself.
It can get to a place where it's so daunting to jump into the next step.
So it's just for me putting measures in place until I can grow the team.
So I'm going to be doing the equity crowdfund to help to bring on some more
people to help take away some of those hats so that I can, I guess,
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focus on more of the business development side.
So outside of being a designer, I was business development manager for 10 years.
So that's my other bread and butter.
So you've got a lot of experience that's sort of all working together.
Yeah, that's what I kind of say.
I think that people say, you know, you were doing something that was so different
to what are you doing now?
How do you transition into something like solar?
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And I was like, no, I think all of the experience being that the design and
branding to create my own brand and the business development and sales to sell the brand,
it's kind of like the experience that I've had as complemented starting my own
lifestyle brand immensely. immensely. Yeah, that's amazing.
So, experience in business development, experience in like marketing design.
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Did you have any experience in engineering or tech side of things or? Not particularly.
For me, my ex-partner at the time was an electrician that worked on huge solar, like solar projects.
I guess that's where I kind of developed my solar experience because it wasn't
just resource for use. He was installing them.
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So, I was learning how all the bits and pieces worked along the way.
But yes, not in actual physical technology, but learned experience.
No, that's amazing. Not everyone sees a problem like that and decides to build
and develop their own product. Yeah, it's amazing.
So you mentioned the equity crowdfunding and shortly after that, wanting to build team.
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Would you say that's the current challenge that you're facing?
In terms of funding, yes. It's imperative now that we get to that next level of growth.
And I was really fortunate enough to get some early investments that helped
me in developing the initial product and design and all that sort of stuff. So that's fantastic.
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So for us, getting that funding is definitely going to help with growing that team.
And I guess taking it to that next level where we're looking at getting distribution
contracts and being able to find wholesalers and to just continue to grow the business.
So that would probably, you know, it is a struggle when you need the funds to
get to where you need to be. As well as people. I think it's, I...
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Love working with teams and just to share that A, excitement of working on a
project together and B, just utilising the skills of other people is definitely
going to be a real plus for us when we finally get to that stage.
Sounds like exciting times ahead. And now, for those who don't know,
what is equity crowdfunding?
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So equity crowdfunding is, I think back in 2018, it was regulated by the government
to give everyday people the ability to invest in products and ideas that they believe in.
So, you know, to be a retail investor, you can only invest up to $10,000.
Beyond that, you've got to go into all kinds of like background checks and everything
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to make sure that you're able to place the investment.
It doesn't mean that wholesale investors can't invest into equity crowdfunds.
It's just when you're going out to market, you're giving everyday Australians
an opportunity to become a part of something that they believe in,
which I think is really exciting.
There's a lot of misconceptions, I think, about the equity crowdfunding.
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So, obviously, they're giving an amount up to $10,000.
You've split all your shares up and based on the amount that they're giving
you is the percentage of equity that they get.
So, rather than going on a website like
Indiegogo where you buy a product for a discounted price
and you get it when it's actually buying you're actually getting
a piece of the piece of a company and i think that's really special too especially
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for those that are just starting to dip their toes in investing or not knowing
where to start all of the companies that go through an intermediary like i'm
going through my crowd they the companies do have to be vetted yeah and the,
thing that is also a bit of assuring for those who are investing is that the
companies have to be vetted and also minimum set of things in place like getting
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all your ASIC details in line, having the right constitutions,
company setup structure, financials.
There's so much that has to go in and this is what I'm currently doing at the
moment is getting all that back end and your terms and everything looking really
nice. All the paperwork.
All the paperwork back stuff. And as a lot of investors out there know that
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when they're going in and investing in a company, when there's different investors
on different term sheets and everything like that. It can get really messy.
So the good thing about this is it keeps everyone on a nice,
clean terms and everyone's got that same.
Yeah. That's awesome. So, we
touched on how as a founder, wearing multiple hats, doing multiple things,
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but what would you say is your key strength, your superpower,
the thing that you're really good at that you just thrive when you're in that zone or in that space?
For me, one thing is I do say design, but I love people.
I really enjoy going into a boardroom, a meeting, something where you really
have that opportunity to close or to walk walk out with a new deal or things like that.
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So that's always been, I think, my superpower in terms of all my previous experience.
And I think for me, I'm really excited to get it to the stage where that's what
I'm spending my time doing is really fighting for my own business rather than
working for someone else's. Yeah, that's awesome.
So on the startup journey, it's not always rainbows and it's not always pretty. Yes.
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Have there been any points where things haven't worked out or there's been a
real low or you just weren't sure exactly what was going to happen or where
you were going? Absolutely.
I first tried Indiegogo and everyone thought it was going to be the best thing since last bread.
They'd done so many solar projects and just crappy little camping solar products
that were raising half a million dollars.
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Was this your brand? Not mine. It was just outdoor solar things.
And so, I had the big guys up at Indiegogo that
were like head of hardware wear reach out to me they were giving
me free marketing free this like it was unbelievable like
the excitement around it and it was a total flop and it
was you know I quit my job I moved in with my dad
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because I was like I can't have one foot in one foot out
I need to spend all my time doing this it's not easy doing it so I
moved in with my dad I lived on two minute noodles I heaved my my surroundings
to try and give it the best shot that it could and it didn't go well and I said
this in one of the other talks I did that I wouldn't change a thing because if I think –.
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About it. And I was to raise half a million dollars through Indiegogo.
I wouldn't have the experience I have now, the connections that I have now and
the, you know, the really exciting thing about that first investment that I
got in one of our investors,
he's very hands-on and, you know, just if I need an accountant,
he gives me a contact and sets it up.
If I need shipping, it's just like, he's very much there to really help guide
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and just the people that I'm now surrounded with to help the business succeed
in a way that it never would have if I had had been successful in that first stage.
And I think that it was just a really big lesson for me in terms of not getting
too excited over things.
I said yesterday, celebrate when the money's in the bank.
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It's such a key thing. So, with that, it's always a big decision deciding when
to quit your job or when to go all in for it.
What was happening around that time? Was that just before you went on Indiegogo?
Ago or yeah it was just before and for me
being a designer I always knew that
I would have a backup in doing working
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for myself or doing contract work for someone so I didn't have any of that lined
up yet but I was just kind of like that's if I'm really desperate I can go do
that sort of stuff so for me it's what was the question leaving it what was
happening around that time yeah it was was just before I launched.
And there is so much involved in even that process, getting everything online,
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getting all your offerings and how you look to people, your marketing,
your advertising, your websites. There was so much stuff.
I was working 12 hours a day, just sitting there, staring at a computer,
trying to get it done. So I just don't think I could have done it.
And because I was on a little bit of a deadline, I had been asked to go in GQ
magazine. and I wanted to make sure that I had everything live and ready to
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go by the time that was kind of launched.
So it was more down to the wire when it came to having equipment.
Yeah. Okay. Thank you for sharing that. I have a few rapid fire questions for you.
So I'll ask you and just give me the shortest answer possible.
If you had to start a business in a completely different industry, what would it be?
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Completely different to what I'm doing now? Yeah. It would have to be in some
sort of quirky, creative space.
Super quirky, super creative. I, yep, done. Okay. Yep. Cool.
If you had an extra hour every day, how would you use it?
I would spend more time doing personal development. Yeah. Maybe learning a language.
Yeah, nice. And what was the first job you ever had?
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I was working at a bar when I was 15. Nice.
RSAs, they give them out. As a glassy or? No, it was behind the bar.
Okay. Yeah, you can if you get an RSA. Yeah, yeah. That was my first job. Awesome.
Well, thank you for sharing a bit of the journey and for sharing a bit of your
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time, just to touch on what you're doing.
I have a few questions now around the festival. So we're here at the Tropical Innovation Festival.
If you were to finish the sentence, Tropical Innovation Festival is,
what would you say? A great networking opportunity.
And what do you think makes it different? The diversity of people that are here.
And why should people come to the festival next year?
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To see a lot of different sides to things. Yeah, awesome. And are there any
particular sessions or talks that you've really enjoyed?
I really enjoyed watching the pitches. Yeah, the startup pitches.
Yeah. I feel like I have walked a little bit past that early stage of pitching
and going in and doing angel pitches and getting declined and all that sort of stuff.
So it is just kind of, it's nice seeing someone be bold enough to get up and
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pitch their ideas because it's such a scary thing.
There's so many nerves going on, isn't there, behind the scenes?
Thank you for coming on the podcast today. And if people want to find out more
about Soul & Sonder, where can they go? So head to solansonda.com. That's my website.
There's a little button in there that says invest if anyone did want to jump
on board as a shareholder.
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Our minimum amount is $200.
And then that link will take you over to MyCrowd, which is mycrowd.com,
mycrowdequity.com.au as well.
And how long is that equity crowdfunding open for?
The expressions of interest were closing next Wednesday, and then it will go to the live offer rooms.
So, that's when the funds come in. We've already got 500,000 expressed.
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Oh, wow. Okay. We're hoping for it to really kick off.
So... Well, all the best. It sounds very exciting and look forward to seeing
more. Thank you so much. Thank you for having me.
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