Started as a solution to a problem, now the world’s first barista standard reusable cup, a founding B Corp member with growing consumer demand in over 65 countries. From 2 to 55 FTEs with average revenue of 80% in 13 years. (Abigail Forsyth)

Nov 3, 2021

In this episode, I interview Abigail Forsyth, the Co-founder and Managing Director at KeepCup based in Melbourne, Australia. KeepCup designed and manufactured the world’s first barista standard reusable cup with a mission to ensure the world no longer wants, needs, or uses single-use cups.

While running cafes in the late 90s, Abigail saw a huge number of disposable cups be sent to the landfill which can cause damage to the environment. With her brother, they decided to make a solution to such a problem by designing a reusable cup. They sold their first products in 2009 and people responded very well to it making them the world’s first barista standard reusable cup with growing consumer demand in over 65 countries around the world.

Abigail says one thing she'd recommend marketing a fast-growing business is making great products. She meant products that people need not a product you want to sell and also a product that won’t give extreme destruction to the environment. 

This Cast Covers:

 

• Started as a solution to a problem and is now the world’s first barista standard reusable cup.
• While running cafes in the late 90s, saw the rise of the disposable cup that wasn't recyclable and thought they would do something about it.
• Got the opportunity to design a reusable cup and a mission to encourage the use of reusable cups.
• People responded very well to the idea and design, selling their first products in 2009.
• Started with only 2 people to the current 55 FTEs in 13 years.
• Despite no money allotted for marketing in the beginning, they were still able to sell 10,000 of their products before they even made the tool.
• A B Corp for such a long time and has been a great tool for recruiting great people.
• The biggest mindset shift in the small business growth journey is learning to let things go.
• Sold in 60 countries with 27 distributors and with annual average revenue of 80%.
• With a mission to ensure the world no longer wants, needs, or uses single-use cups.
• Helping to divert billions of disposable cups from landfills each year.

 

Additional Resources:

• KeepCup
• Collapse By Jared Diamond
• Masters of Scale 

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Quotes: 

“Make great products.” —Abigail Forsyth

“When a certain stage happens such as an impediment, learn to let things go and know what you have to keep hanging on to.” —Abigail Forsyth

“Continue to harness self-discipline.” —Abigail Forsyth

“Build that culture of doing something that you believe in and what you are passionate about.” —Abigail Forsyth

“Lead by example for others to do the same.” —Abigail Forsyth

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Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod https://incompetech.com. License: CC by http://creativecommons.org/licenses/by/4.0