How Mia Klitsas Used a Deodorant Can to Get Moxie into Woolworths

This might just be one of the coolest start-up tales I’ve stumbled upon lately.

Mia Klitsas, co-founder of Moxie, kicked off her entrepreneurial journey by solving a personal annoyance: flimsy tampon packaging. At just 21, she invested her savings to create a brand that not only delivers reliable period care products but also sparks discussions on menstrual health.

Imagine this: with nothing more than a tampon tin prototype crafted from a deodorant can and an eyeshadow lid, Mia confidently walked into Woolworths. Without even a finished product in hand, she secured shelf space! Today, 19 years later, she carries this same bold, do-it-yourself spirit at Moxie.

Her Ideation Approach

Mia’s brainwaves come from real, everyday annoyances that she and her friends experience. She’s always the first to spot a need and thinks, “Hey, I can fix this!” Her drive to solve these issues not only fuels her curiosity but deeply resonates with her customers.

For instance, after seeing a friend struggle post-childbirth, Mia came up with the Moxie Postpartum Reusable Cooling Gel Pads—super absorbent pads with a pocket for a soothing gel pack, a first in the market!

Then there’s Moxie FLO TEA. Spotting a lack of period-focused teas, unlike the myriad pregnancy options, Mia brewed up her own blend for PMS and cramps. Initially just an extra in subscription boxes, it was a hit that even Coles couldn’t wait to stock.

Keeping Experimentation at the Core

Moxie’s journey is peppered with trial and error. Mia emphasises learning from what customers do, not just what they say. A classic example? Moxie’s tampon refill packs. Requested by customers and competitively priced, they nonetheless flopped in stores, muddling sales and confusing shoppers.

Now, Mia uses her website for risk-free testing, employing social media polls and customer feedback to tweak her offerings. This responsive approach helps Moxie stay relevant and proactive, dodging market stagnation.

Embracing Failure as a Stepping Stone

Mia’s no stranger to setbacks. She’s a firm believer in testing the waters before diving in, always contemplating the "worst-case scenario" to better manage risks. Reflecting on a rushed UK launch that nearly cost her company dearly, Mia learned the hard value of cautious, calculated expansion.

And when it comes to social media, while Instagram didn’t pan out for Moxie, TikTok became their golden ticket, proving that sometimes, letting go of what doesn’t work can lead to unexpected success.

What We Can Learn from Mia’s Story

Mia's approach with Moxie teaches us a few vital lessons about navigating the world of start-ups:

• Get up close and personal with your customer to create unique and attractive products.

• Don't wait for perfect conditions; prototype with what you've got.

• Steer clear of new markets until you’re solid in your current one.

Mia Klitsas’ path with Moxie is more than just a business success story; it’s a testament to her power of creativity, customer focus, and learning from every challenge she encountered - what a weapon!