"The extensive business mentoring I have received has been invaluable."
Kristy Chong is the CEO and creator of Modibodi™ which she founded in 2011. She’s a mum on a mission, a fash-tech entrepreneur and a social advocate for women’s health issues and rights. With over 13 years in senior PR roles for organisations including McDonald’s Australia, sanofi-aventis and Edelman PR, Kristy’s worked with some of the biggest brands in the business.​
What's your company's point of difference?
Modibodi is worry free, fashionable, sustainable protection giving sassy, intelligent women more comfort and confidence every day. Modibodi began in late 2013, but it took almost two years of picking, prodding, prototyping, washing, wearing, testing and fine-tuning to develop. We use high quality, tech savvy fabrics and our exclusive patented Modifier Technology™ to keep women dry and fresh from periods, leaks and sweat. Modibodi undies can be worn on their own or in addition to other hygiene products for added protection. At Modibodi we believe that making positive change in the world should be as easy as changing your undies.
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How did Heads Over Heels provide practical support?
Heads Over Heels has arranged the most amazing introductions to both investors and to potential employees and suppliers, and the extensive business mentoring I have received has been invaluable. Heads Over Heels changed my way of thinking about my business, and I saw for the first time that I was capable of building a large sustainable business not just a small business.
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What is the single biggest thing that helped you grow?
Perseverance and impatience. Those two traits have helped me overcome the rejections and pushed me to work really hard to grow the business as quickly as possible (though not as quickly as one always imagines at the start).
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Who or what were your 'connections for growth'?
I was connected to both Walmart USA and to the Ex-CEO of Bras N Things. But one of the most valuable connections was to Amazon USA which led to an agreement from them to stock our garments. The partnership with Amazon will launch this July and we are confident this will have a significant impact on our revenue.
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What one thing would you do differently?
Outsourced specialist roles sooner eg. bookkeeping, packing & sending out orders. But overall I am not someone who has regrets. While some decisions have not been as successful as others, and leave you questioning yourself, it’s really all part of the journey and I wouldn’t change that.
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What advice would you offer the women following you?
Two pieces of advice – think big and act big from the start, and this should be reflected in your branding! And secondly, push the boundaries, you are likely to get rejected or fail at something maybe once or twice or possibly a lot more – take a day to recoup and then keep on trying!
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Anything else?
I’m proud that I have developed a brand and products that truly empower women by giving them greater comfort and confidence everyday – our customers tell us that. I am also building my dream of creating a sustainable profitable business which also has a positive social impact on our environment and for the women in need who do not have access to affordable, reusable, discreet feminine hygiene.
