DIRECTOR Adam Rakowski
Every edition Ragtrader talks to a previously featured business to chart its development in the intervening years. This week Tracey Porter talks to Mojo Downunder.
What were the key issues or challenges you faced then. What are they now?
Then it was partnerships. Cash flow may be a cliché but it has always been an issue building a business in an industry different to what you have been trained. Now it is involving and trusting the correct people in the everyday.
What was the range like back then? What is it like now?
The range is predominantly similar to when I started. We are extending the men’s range and are in the middle of designing a women’s collection.
How many stores or accounts did you have back then?
And now?
We are an on-line store selling all over the world. We did try a retail store in Sydney but I’m still chasing the money. I am interested in retail, possibly in the near future.
What was the wholesale/retail climate like for your business then? And now?
Being an Australian-made product with a lot of competition, retail has been a hard sell, mainly on dollars and cents.
What was your approach to marketing and promotions five years ago?
And now?
I have had a great learning curve in this arena. I spent a lot of money on stunts, giveaways, competitions and launch parties. As fun as they were the return on investment just didn’t match the costs. I have found the best way is through public relations in local press or editorial anywhere. Three years ago, while the Australian Open was on, Rafael Nadal was playing with his underwear. It became a topic of conversation on [the Seven Network show] Sunrise. [Co-host] David Koch asked viewers that operated underwear businesses to send some new ones to Nadal in Melbourne. I sent 20 packs – including some for the [Sunrise crew]. This got one minute and 40 seconds airtime and the website went crazy.
What was your approach to staff and training then? How has it changed?
I started the business with a partner seven years ago and we worked the whole business together. We organised pattern makers, designers, manufacturers, screen printers, cutters, packaging material, distribution, website building and photo shoots, all while I ran a plumbing business. The training I had over the years has made me respect the industry but also made me realise it’s the team I am surrounded by that makes the business.
How many staff did you employ then? How many do you employ now?
For six years it was me and my business partner and he left last year. Since then I have had my sister involved in office management and distribution, my cousin looking after manufacturing and dealing with pattern makers, designers and I have a good public relations person helping us get our business out there.
What was the greatest moment in the past five years?
My greatest moment was having a few mates who said I was crazy when I started, now letting me know that they want to invest in the business, claiming our product is “the best underwear they’ve ever worn”. [Comments like these] help me balance out the late nights.
What was the worse experience of the past five years?
I’ve enjoyed it all and believe mistakes aren’t mistakes if only done once. The one that pops into my head is continuously being let down by a business partner and finding that trust over again in new people.
Name: Mojo Downunder
Range: Men’s only
Stores: One
Promotions: Stunts, giveaways
Challenge: Partnerships
Staff: Partner
Name: Mojo Downunder
Range: Men’s and women’s
Stores: Online only
Promotions: More strategic
Challenge: Cashflow
Staff: Family and external PR