Ep111 – Michael Fox (Co-founder & CEO – Fable Food Co) on crossing the chasm

My guest for Episode 111 of The Startup Playbook Podcast was Michael Fox, the Co-founder & CEO of Fable Food Co. Michael started his career as a lawyer before jumping into tech, launching Shoes of Prey as the Co-founder & CEO in 2009. Fast forward 9 years and the company had grown to over 200 staff, had raised $35M from some of the leading global VCs and had partnerships with David Jones and Nordstrom. However, despite growing from $2.5M to $12M in revenue and being loved by a niche community of creators, they were not able to break into the mass consumer market and as a result had to shut down the business in mid-2018. Michael is now back with his 2nd startup, Fable Food Co, which turns mushrooms into delicious meat alternatives and is backed by some of the same investors that joined him on the Shoes of Prey Journey. We covered a range of topics including: The ups and downs of the Shoes of Prey journeyOvercoming obstacles with manufacturing and supply chainsWhy you need to go deeper into market researchMaintaining relationships during the tough timesLaunching into new marketsAnd much more! Show notes: Clayton UtzSuper Retail GroupShoes of PreyFable Food CoUniversity of QueenslandSuper Cheap AutoRebel SportJodie FoxCrossing the chasm – Geoffrey Moore2019 – the best year of my life (Blog – Michael Fox)The Shoes of Prey journey ends (Blog – Michael Fox)David JonesNordstromBeyond MeatImpossible FoodsBrian Chesky – Airbnb FounderA message from the Co-founder & CEO Brian Chesky (blog)Find Fable in Harris Farm (NSW)Find Fable in Woolworths (from 2nd week of June!) Join our next live podcast interview with the Co-Founder & COO of Qwilr, Mark Tanner!Date: 19th May 2020Time: 8-9am (AEDT)Registration link: https://tinyurl.com/Ep112Qwilr Feedback/connect/say hello:[email protected]@RohitBhargava7 (Twitter)/rohbhargava (LinkedIn)@rohit_bhargava (Instagram)My Youtube Channel Credits:Music: Joakim Karud – Dreams Other channels:Don’t have iTunes? The podcast is also available on Soundcloud & Stitcher Audio Player and now also available on Spotify. The post Ep111 – Michael Fox (Co-founder & CEO – Fable Food Co) on crossing the chasm appeared first on Startup Playbook.