What is Kidly?
Q: Can you start by giving us a little background of your company?
A: Kidly is a platform for discovering and booking activities for children. It’s a two-sided marketplace connecting families with small businesses in their communities. Our main aim is to promote fun while ensuring the learning and development of kids. Think of it as a class pass but for youngsters.
Choosing Antler
Q: Why did you decide to apply to Antler?
A: After spending 15 years in New York building and scaling businesses, I moved to Sydney. The work environment was different here, With a greater emphasis on balance and culture. I was recruited to help take a business public on the Australian Stock Exchange. But, I found myself continually turning other people’s dreams into reality, and it felt right to do that for myself finally.
Antler’s Application Process
Q: Do you have any tips for the interview process that you went through?
A: The biggest tip I can share is to be authentic. If you aren’t true to yourself, it’ll be noticeable and that’s a huge red flag. Remember, interviewing is a two-way street. When you’re asked a question, they’re seeking an answer, so provide it, but also understand the context of why they’re asking it. Be yourself and be as honest as possible. After all, you’re aiming for a working relationship with the person asking.
Q: Did you do any preparation?
A: The program attracts a diverse range of individuals. Discussing my experiences and the value I bring isn’t new to me, so I was comfortable. My preparation mostly centered around understanding the logistics of the program and how my skills might align with its objectives. I didn’t find the interview process challenging.
What You Can Expect Post-Acceptance
Q: Can you give us an insight into the program’s structure?
A: The program is highly structured, starting with an onboarding phase where you meet other potential co-founders. Then, for the first four weeks, it’s divided into ideation and validation then due diligence and track-out. Initially, it’s much like speed dating, allowing you to meet the widest and deepest potential pool of founders. While the program provides a framework and expected learnings, it’s mainly founder-driven. No one micromanages you, but it’s about how much you want to get out of it and where you see value in the teachings.
Q: Did you find your founder through this speed dating?
A: I did meet my co-founder during the speed dating. Before the program, they introduced everyone to a Slack group. I noticed she had experience in the kid’s domain. What I truly wanted was to work on something I’m passionate about, and that’s my daughter. So I reached out to her, knowing she had the technical skills while I was from the commercial side. The program emphasizes having complementary skills, but not overlapping.
They don’t fund projects with two purely commercial or two purely technical minds; it has to be a mix. Knowing this, I knew I needed someone like her, someone who could build what I’d be selling. We initially connected on Slack, and on the first day, I shared my idea with her since she had experience in the space. While it took some discussion, eventually, we teamed up, and that’s how Kidly started.
Q: Did they provide you with any fundraising?
A: They did. The investment terms were 190,000 AUD for 12% of our business. You present your idea to them, and based on its potential, they decide. Good ideas get the funding, and the ones that don’t make the cut just don’t move forward.
Q: Beyond the fund, what were the biggest benefits that you got from the program?
A: For me, the key benefits were the credibility and the vast network. Coming from abroad, I had zero contacts in the Australian startup scene. Most of my prior experience was in law and based in the US. Joining Antler was an instant validation stamp for us. They have an extensive network of professionals and advisors both locally and globally. When you’re part of Antler, you’re also connected to this network, and its value is way beyond just the financial investment they provide.
From Conception to Scaling
Q: What’s the status of the company today?
A: We’re in full swing. We’ve rolled out a market-ready product and an MVP. Over 250 businesses spanning 400+ locations in Sydney have teamed up with us. Now, our gaze shifts to the user-end, the demand side, after setting up our supply. We’re in active fundraising mode, with Antler backing us. Our ambition? Expand Kidly across major Australian cities, and then, to global metropolises.
Q: Where are you investing your growth efforts?
A: Our niche is parent tech. In Australia, mothers’ groups are vast and influential. Our primary channel is acquiring users through these groups, especially via expansive Facebook groups. Additionally, we’ve ventured into direct school partnerships. But, given that this is our first direct-to-consumer endeavor, we’re navigating the learning curve.
Q: Have you encountered any obstacles, especially since the child-centric industry can be challenging?
A: One of our major challenges is around public awareness – not just of our brand, but of the unique value we bring to the table. Our journey has been more nuanced. Our intense focus, as advised by Antler, was on the supply side. Yet, as we “turned on the lights”, the demand side has slowly recognized our offerings. This largely stems from our novelty in the market; being unknown breeds distrust. But with time, we believe this will change, and Kidly’s recognition and trust will grow.
For Those Considering Antler
Q: Any advice to newcomers?
A: The key thing is understanding your motivations for joining a program. If you’re looking for structure, like what Antler offers, then it’s a great choice. For someone with an MBA background, the program might offer less since you’ve got some of that foundation already. Founders must realize they’re giving up a significant part of their company for a certain amount of capital. And that capital might not stretch as far as you’d think.
Antler is a game, a way to reach a goal. You’ve got to play by their rules to succeed. But after that, the next steps are up to you. For those eyeing an accelerator, especially Antler, it’s about knowing what you want. If it’s about networking, credentials, or getting a start, it’s great.