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 journey
• Overcoming obstacles with manufacturing and supply chains
• Why you need to go deeper into market research
• Maintaining relationships during the tough times
• Launching into new markets
• And much more!

Show notes:

• Clayton Utz
• Super Retail Group
• Shoes of Prey
• Fable Food Co
• University of Queensland
• Super Cheap Auto
• Rebel Sport
• Jodie Fox
• Crossing the chasm – Geoffrey Moore
• 2019 – the best year of my life (Blog – Michael Fox)
• The Shoes of Prey journey ends (Blog – Michael Fox)
• David Jones
• Nordstrom
• Beyond Meat
• Impossible Foods
• Brian Chesky – Airbnb Founder
• A 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 2020
Time: 8-9am (AEDT)
Registration link: https://tinyurl.com/Ep112Qwilr

Feedback/connect/say hello:
Rohit@startupplaybook.co
@RohitBhargava7 (Twitter)
/rohbhargava (LinkedIn)
@rohit_bhargava (Instagram)
My Youtube Channel

Credits:
Music: Joakim Karud – Dreams

Other channels:
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