FT Start-Up Stories Plugging into the global maker movement
Jul 17, 2017
Jane Ni Dhulchaointigh, founder of Sugru, shares her journey from an art student to a product designer dedicated to combating the throwaway culture. She reveals how she transformed a quirky idea into a critical repair material through hands-on chemistry and community-driven support. Jane discusses overcoming economic hurdles, utilizing guerrilla marketing strategies like a donkey stunt, and how viral media propelled Sugru's success. Her passion for building a community of 'fixers' shines through as she emphasizes creativity in leadership and the role of crowdfunding in scaling her brand.
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From RCA Sketches To A Prototype
- Jane imagined a
Marry Creativity With Deep Technical Expertise
- Jane teamed up with retired Dow Corning scientists and learned hands-on chemistry to create a new silicone material.
Scale By Starting Small
- Start small and validate demand before scaling; lower capital needs by focusing on a tight launch.