MessyWeekend – The Successful Danish Startup challenging the eyewear industry
MessyWeekend is a successful, Copenhagen based startup selling high-quality sunglasses and snow goggles at a lower price point, thus aiming to challenge the established eyewear industry. The founders are serial entrepreneurs Morten Heick, a previous investment banker, and Marc Østerskov, a FMCG, telco and e-commerce marketer. They have just launched a campaign on the popular crowdfunding platform Kickstarter which at the moment has raised more than 1 million Danish Kroner (166,000 EUR) in funding. MessyWeekend has a sustainability initiative called 1=10 in which 10 kilos of plastic waste is removed from the Pacific Ocean for every pair of sunglasses or goggles sold. This means that just from the Kickstarter campaign, more than 19 tons plastic waste are to be removed.
How did you get the idea to MessyWeekend?
Back in September 2017, we went on a trip to China and Taiwan as we couldn’t figure out why sunglasses often have a price tag equivalent to a tablet. It turned out, that an Italian company was controlling around 80% of the market in the sunglass industry. We also discovered that it was the same case with snow goggles. This sparked our idea to launch MessyWeekend, as we believe the market needs a player, which delivers high quality without breaking the bank of the end user.
How difficult was the start and what challenges did you have to overcome?
It’s not easy! A big challenge for us was the difficulties of going global from day one with our launch through a Kickstarter-campaign. Furthermore, the challenge (still is) of building an entire supply chain infrastructure on a start-up budget as well as building awareness and relevance amongst our target audience.
Who is your target audience?
Our core target audience is 15-30-year-old urban people who have a passion in life. Whether that is skiing, skateboarding or a third thing is not important. We are focused on securing the best price/quality ratio in the market on all of our products. Design-wise, we put an emphasis on a mix between unique design while still incorporating some classic silhouettes.
What is the USP of your startup?
Our wide collection of quality products with a mix in design comes with a reasonable pricing on both our sunglasses and snow goggles. This equips us with a unique opportunity to hopefully disrupt the eyewear industry through a “high quality, great design, and fair prices” proposition, wrapped in cool and relevant communication. In addition, we have our 1=10 program: for every product we sell, we secure the clean-up of 10 kilos of plastic waste in the Pacific Ocean.
Can you describe a typical workday of you?
Usually, my day starts with a quick morning brief at the office with the rest of the team for us to get aligned with the tasks of the day. However, besides the morning brief and our joint lunch, nothing is “typical”. We are managing all the different aspects of the company at once and as we are constantly evolving, new challenges come up.
Where do you see yourself and your startup MessyWeekend in five years?
We want to be the “RedBull” of the eyewear industry.
What 3 tips would you give other Start-up founders on the way?
· Build on your network.
By meeting new interesting people with different angles, you may be able to see new opportunities that wouldn’t be visible otherwise.
· Stay humble at all times.
Identify and accept your weaknesses. And hire people who are smarter than you. Demand and give constructive feedback. Nobody wants to work for or with someone, who is not willing to receive advice. And any advice can be invaluable in a startup.
· Take risks, trust your team and yourself.
If you are a small startup, chances are you might not be able to afford having a large consultancy or marketing firm to research the markets and promote your products. That’s why you should trust your and your team’s work and follow through if it seems right.
Check out the MessyWeekend Snow Goggle Kickstarter campaign here
More information you will find here
Thank you Tom Rogers for the Interview
Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.