THERMOBRUSH - Startup of the Year
Company: ThermoBrush, Cowell, SA, Australia
Company Description: ThermoBrush is the worlds only company manufacturing a brush designed specifically to clean the Thermomix® machine blades. Founded in December 2016 by the inventor/managing director, Jade Kuhn. ThermoBrush is operated solely by Jade, in a small rural town in South Australia. ThermoBrush has been the recipient of numerous awards for product innovation and design.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Startup of the Year - Consumer Products Industries
Tell the story about what this nominated organization has achieved since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Begin this section with the date since 1 January 2016 on which this organization began operations.
ThermoBrush is a new innovative brush, designed to clean the Thermomix® blades.
Thermomix® is an all-in-one kitchen appliance, that is changing the way we cook, all over the world. This cult like community is a $600 million dollar industry in Australia alone.
With an impressive growth of 49.4% in worldwide sales in 2015 at 1.4 billion Euros. Worldwide a Thermomix was sold every 25 seconds in 2015, with a growth of 11% in sales in 2016.
ThermoBrush compliments the Thermomix® as the perfect cleaning tool. Solving the biggest complaint from customers.
After purchasing a Thermomix® in 2014, I soon discovered that the blade system was not that easy to clean. After much research, I saw a gap in the market, and an opportunity for a brush designedspecificallyto clean the blades.
I discovered that most people were using disposable mascara brushes! 90% of those brushes being used only once and then ending up in landfill. This was not good on the environment, and was still time consuming to clean the blade.
There was a need for a more hygienic, and reusable brush.
My vision for the ThermoBrush was very clear from the start. I wanted a brush that was easy to use, and that gave the gap in the blade a superior clean. The brush was designed to moldaround the base of the blade, making it an easy, one-motion cleaning step.
The brush needed to be food grade, and of high quality. I recognized the importance of supporting the local manufacturing industry, an industry which has been in decline over recent years.
I work closely with our South Australian manufacturer, to produce a superior product. Cresta Plastics is now able to grow their business alongside ours, and their commitment to scale production capacity as we grow is outstanding.
On 1stDecember 2016, Ilaunched ThermoBrush to the Australian market. Our 4week pre-sale, saw 1 brush being sold every 10 minutes! Within weeks, we had sold to 5 continents.
To maintain an insight into our customers journey, we send out email campaigns/surveys targeting our new, and repeat customers.
Our collaboration with Thermomix® Bloggers has seen our sales in international countries increase by 42%.
Thermomix® bloggers have enormous and highly engaged audiences. This marketing option for ThermoBrush, builds our brand awareness and influences the Thermomix® community to purchase our product, which in turn helps increase sales for our retailers, as well as our own website.
Thermomix® machines are sold by consultants, at ‘in-home cooking demonstrations’. We offer consultants a bulk discount to purchase our brush. They use/sell our brush at their cooking demonstrations and on sell these to their clients.
Since our launch, we have had local, national and international companies contact us to wholesale our product. Thermomix® Australia, Thermomix® South Africa and Thermomix® Denmark allstock and supply our ThermoBrush to their customers. We are currently in talks with 3 new Thermomix® companies, and writing up contracts to wholesale our brush.
In April we were contacted by the largest Thermomix® Accessories company in Europe to stock our brush. They are currently testing thebrush.
Since our launch in 2016, we have had a retail growth rate of 80% in 2017. Our wholesale product growth has increased by 8000%
Our recent launch to Amazon.uk and Amazon Europe, has seen an increase in international sales, with Europe outselling Australia12/1.
Our current focus in on international growth. We will focus on market development and collaboration with Thermomix® bloggers in Asia and America to target new customers and wholesalers.
ThermoBrush was nominated for an AusMumpreneur award just 3 months afterlaunch. I won bronzefor the Product Innovation category. ThermoBrush was a top 10 finalist for the Australian Small Business Champions Awards. I wonthe 2018 Australian Good Design Award and Silver at the Asia Pacific Stevie Awards 2018.
In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this organization since the beginning of 2017 (up to 150 words).
- Self funded company, and debt free within the first 12 months of operation.
- I am the sole operator of this company.I work very hard. Contracts, packing the brushes,the financesand allday to day runningof mysmall business. I do courses to gain knowledge to help with the structure of my company. Structure determines function.
- Numerous awards to date: Silver, Asia Pacific Stevie Award - April 2018 - presented in June. Gold,Australian Good Design Award - May 2018 andbronze, AusMumpreneur Award - August 2017.
- International contracts with Thermomix® companies worldwide. In talks with 3 new Thermomix® companies and the largest Thermomix® accessories company in Europe testing our brush to wholesale and sell.
- Manufacturing locally. Recognising the importance of local industries.
- Our previous business growth and future scaling opportunity is massive.
-Local newpaper exposure and ABC radio interviews.
Of the following measures of success, which ONE do you want the judges to most appreciate about your organization's story of achievement since the beginning of 2017? Product Innovation