Don’t be scared that someone will steal your idea

Sudio Sweden high quality earphones with minimalistic Scandinavian design

Please introduce yourself and your Sudio Sweden to our readers!
Sudio Sweden is a Swedish lifestyle earphones brand headquartered in Stockholm. We produce high quality earphones with minimalistic Scandinavian design. We focus not only on creating high-tech devices, but also making them outstanding fashion accessories, which could be easily worn with such elegant luxury brands like Ralph Lauren and others.

How did you get the idea to Sudio Sweden?
Back in 2012 when the company was started we had seen the rise of such brands like Beats by Dre and Skullcandy, but we thought that all those products, in general, gave a very “plastic” impression, and none of them were intended to be used like we do today. We wanted to make earphones that looked different, constructed from best materials and having a good sound.

All the co-founders of our company are friends from university. It is very important to be able to work together as we spend most of our time awake with each other.

How fast grow Sudio Sweden?
We have decided to start from Asian Market from the very beginning, considering it as the best starting point for our company. Our Asian customers got interested in the Swedish design, and we got lucky to have a good cooperation with them. The trademark ‘’Swedish brand” actually worked there, and we have been growing since.
Sudio Sweden grows with 300-400% every year. The first year of business we shipped 100 000 earphones, which was way over our expectations. Now we are focusing on markets such as the USA and key markets in EU.

How difficult was the start and what challenges you had to overcome?
It was very tough for us, especially since we had the misfortune to have a very bad factory from the start. We had to turn to Apple to get a list of high-quality earphone manufacturers in China. The first batches we shipped were of very low quality. We had to learn the hard way how important it is to have excellent quality in each step of the manufacturing.
We have been financed in two rounds. The first round of capital injection was from family and friends. It could not have been done without their support.

Who is the target audience?
It is people who would spend the extra buck on sound quality, build quality and the look of their earphones. It is the same type of individuals, who care about other accessories such as sunglasses, wallets, etc.

What is the USP of your startup
We want it to become an object that you are proud of and that you will wear like an accessory. We want to give a very premium experience through design. From the moment you open the product and see the packaging to the moment you are done with it. Sudio aims for minimalistic design and unique particularities like the rose gold plated housing for example.

A typical workday?
People come to work around 7 AM, replying retailers and distributors in Asia, who usually email us during the night, due to the time differences. Sometimes it’s nice to have breakfast in front of a computer. The day is usually spent with equal time between product development, sales, and marketing.
However, a typical day is categorized that it is never “normal”. One day you can spend entirely in the office, but the other you just have to rush to the airport to sign for delivery which is considered as crucial. No day is like the other.

Where do you see yourself in five years?
Top 5 earphones brand in the world. Office in USA, China and Sweden.

What 3 tips would you give other Start-up founders on the way?
1. Start producing, i.e. website, marketing material. Not thinking so much about what to do, you will learn a lot more by just moving some direction instead of standing still.
2. Don’t listen to old people. We had a lot of “know it all” people telling us we should have focused on just 1 market. If we would have listened we would have been dead by now.
3. Talk to customers early. Don’t be scared that someone will steal your idea – earlier or later it will happen anyway.

Thank you Jonas Wistrand for the Interview

Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.

Sabine Elsässer

Sabine Elsässer is founder and chief editor of the StartupValleyNews Magazine. She started her career at several international direct sale companys. Since 2007 she works main time as a journalist. While that time she learned more about the Startup Scene, what made her start her own Startup Magazine the StartupValleyNews.

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