What is TRIBE?
TRIBE is a marketplace connecting brands with social media influencers. Brands build a brief through the TRIBE platform and receive lovingly crafted pieces of content from micro influencers celebrating their brand. It’s free to use – the only time you pay is when you decide to buy the content.
How did you get the idea?
TRIBE was designed as a workflow solution to assist in the connection between brands and social media influencers. I built it because I knew how frustrating it was trying to create content for brands, often involving numerous people in a chain of communication and taking weeks or months to agree on a single sponsored post.
What’s the biggest win you’ve had so far?
Our recent launch in the UK was a really big achievement for us. The way we were able to quickly set up a team and launch in that market was a huge win for the business and commendation for the team involved. Aside from that, getting the business up and running, growing it, raising capital and scaling it have all been wins for me. I’ve never had an experience like it, so every business achievement, no matter how small feels special.
How do you deal with competition?
We haven’t yet identified a competitor with the same mission as us, but plenty that compete for the same slice of marketing pie. I think it’s important to have a good scope of the industry, but don’t let it dictate your decisions.
Have a good scope of the industry, but don’t let it dictate your decisions.
What needs to change/improve for Australia to become a global leader in tech?
Time, and greater support from the government. These things won’t change overnight, but with a sharper focus on startup initiatives, we can begin to scale the ecosystem that’s starting to emerge. Recent changes to the 457 Visa probably suggest we’ve got a fair way to go.
How’s your experience been funding your startup?
That part of the business is run by Anthony Svirskis, our CEO. We’ve been fortunate enough to attract over $8M in investment in only a couple of years. Although it’s never easy to predict how much time and effort it takes, the funding process places scrutiny on your business, which is extremely valuable.
The funding process places scrutiny on your business, which is extremely valuable.
Have you had any challenges sourcing and growing your team?
In the early days, it was harder as there’s more risk in joining a young company and we didn’t have the track record we have now. It can still be difficult when it comes to specialist or senior roles; the talent pool here in Australia is simply smaller than places like the US or Europe, so we often look abroad during recruitment.
Do you have any tips for acquiring new users and/or scaling your business?
Having a great product would be my first tip. The best growth strategies in the world won’t help a substandard product. Thereafter it’s important to blend marketing strategy understanding that not everything will be trackable. A traditional PR strategy can work wonders but won’t necessarily deliver a clear ROI.
The best growth strategies in the world won’t help a substandard product.
What would you be doing if you weren’t doing this?
Still hosting TV and radio, most likely. I never lost my love for being on air, it was simply overtaken by my passion for TRIBE.
What’s the best advice you could give to someone starting out?
Over-deliver at every stage. Whether it’s your initial pitch deck, your prototype or your ad copy, attention to detail and exceeding expectation can never be disregarded.
Attention to detail and exceeding expectation can never be disregarded.
If you could go back, tell us two things you would do differently.
Very little to be honest. Not that our business is all smooth sailing or without its problems, but every decision is always thoroughly researched, questioned and justified, so we always feel we make the best decision according to our circumstance. In regards to my TV career, I certainly wouldn’t have peroxided my hair for all those years.
If you were given $1M on the proviso that you spent it all in one day, how would you spend it?
On smashed avo.