{"id":48996,"date":"2023-10-20T16:01:05","date_gmt":"2023-10-20T16:01:05","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/why-sydney-entrepreneur-nick-lavidge-turned-down-a-chance-to-work-with-the-kardashians-to-launch-his-own-online-business-startupsmart\/"},"modified":"2023-10-20T16:01:05","modified_gmt":"2023-10-20T16:01:05","slug":"why-sydney-entrepreneur-nick-lavidge-turned-down-a-chance-to-work-with-the-kardashians-to-launch-his-own-online-business-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/why-sydney-entrepreneur-nick-lavidge-turned-down-a-chance-to-work-with-the-kardashians-to-launch-his-own-online-business-startupsmart\/","title":{"rendered":"Why Sydney entrepreneur Nick Lavidge turned down a chance to work with the Kardashians to launch his own online business – StartupSmart"},"content":{"rendered":"
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After a decade of working in digital retail, Sydney entrepreneur Nick Lavidge\u2019s frustration with online marketing agencies grew so big he turned down an opportunity to work for US reality television celebrities the Kardashians and launched his own business.<\/p>\n

\u201cIt wasn\u2019t like Kim called me [and said], \u2018I got Kanye here\u2019,\u201d Lavidge told SmartCompany<\/em>.<\/p>\n

But Lavidge was asked to run the e-commerce platform for the popular family\u2019s fashion label, the Kardashian Kollection, which contributes to the Kardashian-Jenner family\u2019s estimated US$300 million ($398 million) fortune.<\/p>\n

But so convinced of the problems of traditional marketing agencies, Lavidge instead forked out $8000 and started building his business, Alley, in a bid to break the internet in his own way.<\/p>\n

The small web agency\u2019s sole aim is to give online retailers better and more effective strategies to find and retain customers.<\/p>\n

\u201cI looked at the agency model being broken,\u201d Lavidge says.<\/p>\n

\u201cAny type of marketing should tie back to revenue and return-on-investment.\u201d<\/p>\n

Alley uses a combination of predictive intelligence and big data to provide clients with insights and optimised marketing campaigns tailored to reach the right customers for conversion.<\/p>\n

Since launching in 2014, the company has run more than 400 campaigns around the world.<\/p>\n

Alley turned over $3.5 million last year, a figure the company says it\u2019s on track to nearly triple this year.<\/p>\n

Lavidge says Alley\u2019s success has come from three key areas: finding the right market fit, investing in people and using technology to accelerate the company\u2019s growth.<\/p>\n

\u201cNow, we\u2019re just continuing our expansion internationally and domestically,\u201d he says.<\/p>\n

Finding market fit<\/h3>\n

When Alley started, Lavidge says he was a one-man shop working with contractors to operate a warehouse, web development, customer acquisition, customer service and photo shoots.<\/p>\n

But nine months in, Lavidge believes he\u2019s found the company\u2019s sweet spot.<\/p>\n

\u201cWe were the best at increasing our clients\u2019 revenue,\u201d he says.<\/p>\n

Honing in on this strength, he\u2019s now focused on building out the product and team to grow this further.<\/p>\n

\u201cIt takes time to find market fit,\u201d he says.<\/p>\n

With the ultimate aim of figuring out where you can provide the most value to customers, Lavidge says businesses should continue testing out new angles to find their fit in the market.<\/p>\n

\u201cThere\u2019s a lot of value in the pivot as long as you\u2019re making pivots not jumps,\u201d he says.<\/p>\n

Lavidge has also worked to ensure Alley grows at a manageable pace.<\/p>\n

\u201cI didn\u2019t take a salary for the first while,\u201d he says.<\/p>\n

\u201cWe grew things scalably and ran lean even with a few wins.\u201d<\/p>\n

Investing in people<\/h3>\n

\u201cFor us everything is people and technology,\u201d says Lavidge.<\/p>\n

At Alley, Lavidge says they find the right people through a rigorous interview and testing process.<\/p>\n

\u201cThe method was developed by executive teams and a topgrading series of questions for each position that narrows down the core values of each role,\u201d he says.<\/p>\n

In addition to a 30-minute phone screening and two detailed in-person interviews to discuss work history and culture fit, Alley applicants have to sit an at-home exam that uncovers whether they can really walk the talk on strategy, marketing and optimisation methods.<\/p>\n

\u201cTalent can be taught, culture is much more difficult to teach,\u201d he says.<\/p>\n

Using technology<\/h3>\n

For a company expecting $10 million in turnover in the next year, the Alley team is quite small with barely 10 full-time hands on deck.<\/p>\n

Technology plays an important role in helping them achieve this, says Lavidge.<\/p>\n

\u201cWe invest in tech to make sure we\u2019re as efficient as possible and maximising our output,\u201d he says.<\/p>\n

\u201cIf there\u2019s something inefficient with either the department or the role, that can be automated.\u201d<\/p>\n

With the likes of Receipt Bank and Shoebox starting from $30 a month, Lavidge says there are many ways for small businesses to improve efficiency.<\/p>\n

\u201cThere\u2019s a lot at your finger tips now for running your business,\u201d he says.<\/p>\n

\u201cI\u2019m constantly looking at how can we make things more efficient so I can spend more time building value for my customer.\u201d<\/p>\n

When spending on tech, Lavidge says choosing what and how much you invest in should come down to answering the following question.<\/p>\n

\u201cHow you can do more in a day?\u201d he says.<\/p>\n

This article was first published on SmartCompany.<\/em><\/p>\n

Follow StartupSmart on<\/em> Facebook,<\/em> Twitter,<\/em>LinkedIn <\/em>and <\/em>SoundCloud.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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