What is Liively?
Q: Can you describe the essence of your company?
A: We’re aiming to introduce what I playfully describe as “Uber Eats for stadium seats”. Essentially, we want to ease the hassle of food delivery in stadiums and events. Think of any place with large crowds, whether it’s an event, stadium, festival, or any other gathering. Our goal is to offer individuals the chance to order, pay, and even receive their food directly at their seats. Imagine, you invest money to attend a concert or to watch your favorite team in action. You wouldn’t want to waste 45 minutes of that experience standing in a line, right?
Why Antler?
Q: Why did you decide to apply to Antler?
A: After working for about half a decade in an IoT startup, which eventually got acquired and taken in a different direction by the new owners, I felt it was time for me to explore new horizons. In 2021, during the intense lockdowns, I stumbled upon Antler. I wanted to try building something from scratch, which was different from my past experiences of joining startups in their growth phase. I saw it as a win-win; either I’d succeed and build a business or walk away with valuable lessons. Fortunately, with Liively, we secured pre-seed funding, marking a special achievement.
Antler’s Application Process
Q: How did you come across Antler and what was the application like?
A: Funny story, I learned about Antler from a former colleague from LIFX who had joined an Antler cohort. Initially, I thought he had joined a luggage company! Once I realized it was a startup incubator, I applied online. Within 24 hours, I had an interview. They invite you to share an idea if you have one. I submitted a concept that’s unrelated to Liively, which I might revisit in the future. The idea, although it sounds unexciting when I describe it, revolved around the concept of self-installation of a wall-panel/tiling alternative.
Q: What was the idea you initially presented in your Antler application?
A: My initial idea was about revamping the way we replace bathroom tiles. Tiling can be quite an overwhelming task for many, especially for those of us more accustomed to digital screens than manual labor. I felt there must be a more efficient method. I envisioned a custom tiling manufacturing process, similar to how stone benchtops are made but using different molds for wall applications. While this concept looked promising on paper, I was open to pursuing other ideas if they resonated more with me.
Inside Antler Accelerator
Q: How was the transition after your Antler application was accepted?
A: After I got accepted, there was a significant gap between leaving LIFX and starting with Antler. One of the challenges was financial. While Antler provides a stipend, it mainly covers basic expenses. Being remote, I received $6,000 for three months. Compared to my previous salary, it was a modest sum, but I viewed it as an investment in a potentially impactful future. The decision wasn’t solely about me; it affected my family, as I’d be away from them for about three months. So there’s a distinction between getting accepted to Antler and committing to it. I know many who got accepted but opted out due to financial constraints or lack of a personal safety net.
Q: How did you meet your co-founders?
A: I met my co-founders during the Antler program. The experience was like a whirlwind. We were among 90-100 participants from Melbourne and Sydney, many meeting face-to-face for the first time post-lockdown. We were assigned tasks, went through challenges, and as ideas formed, we teamed up to refine them aiming to meet Antler’s target: a business generating $100 million in revenue in five years. It’s a frenzy of brainstorming, teaming up, and researching to meet that goal. It’s intense but rewarding.
Q: What is the background of your co-founder and how does it complement yours?
A: My background is primarily in product experience, operational scaling, and business. My initial co-founder, who later left the business, had a legal background. Recognizing my strengths, I wanted to focus on the product and sought a co-founder with a sales and networking background. David, my current co-founder, perfectly fits this role. I often joke that he’s a “walking black book,” with the ability to connect instantly with decision-makers, which accelerates our business development.
Q: Did you receive any funding from the program?
A: While the program offers $190,000 as pre-seed funding, Antler charges a $70k platform fee, which covers their staff, resources, and other operational costs. Therefore, you’re essentially left with $120,000. Although it sounds significant, taking a business to the MVP stage with this amount can be challenging (and at the moment, there’s not as much investment out there for businesses to help them bridge from pre-seed to seed compared to the years prior). For my business, Liively, significant infrastructure investment was necessary, requiring additional personal risk. However, for some, it might be as simple as developing an app.
Thanks to my network, I managed to get engineering work done at a cost, providing significant savings. Additionally, I received considerable flexibility regarding payment milestones from our engineering partner, Everest Engineering. Your network can be a crucial asset when starting a business.
Current Status and Future Endeavors
Q: What is the current state of your company and plans?
A: We’ve successfully closed our seed round and are thrilled to announce a significant partnership with a leading global events company. Our co-founder and CEO, David, has been instrumental in this achievement, leveraging his extensive network to propel our growth. Our recent milestone event in Jeddah, Saudi Arabia, was a game-changer, solidifying our funding and partnerships. Looking ahead, we’re excited for our next major event at the start of November in Riyadh, which promises to be another pivotal moment in our journey.
Q: What are your primary growth channels and goals for the upcoming months?
A: At the moment, our primary focus is international expansion. We’re setting up entities in the UAE, which will provide access to markets across Saudi Arabia, UAE, Qatar, and nearby regions. Additionally, we’re planning to establish a base in Europe, which is already in the pipeline with trips scheduled for the coming months. This European expansion will allow us to tap into Grand Prix football matches, tennis tournaments, food festivals, and other major events. Collaborating with decision-makers across these events is also on our agenda.
Q: Can you shed some light on the product and its unique selling proposition?
A: Our product, at its core, is an enterprise solution. While our focus is to enhance the patron experience, we’re equally committed to making the vendor’s journey profitable. Unlike many food delivery platforms that might take a cut of 20-30% from vendors, our business model is different, especially since margins are typically thin within stadium settings. Our sales pitches are directed at an enterprise level, targeting event managers, stadium managers, football clubs, and other event providers. The overarching goal is to improve the overall experience while boosting profitability without adding any complexities or pain points.