In this episode of Add to Cart, we chat to Lou Rice and Ben Stainlay, the creative force behind Strapsicle. This dynamic duo turned a simple but brilliant idea into a $1.5 million business in under two years. With backgrounds in creative direction and project management for top brands like Commbank and Woolies, they’ve transformed Strapsicle from a prototype into a must-have Kindle accessory that’s catching fire on BookTok.
After recently wowing the Sharks on Shark Tank and four investors behind them, Lou and Ben are expanding their brand globally, harnessing Amazon’s reach and a dedicated community of readers. We chat to them about how they prepared for Shark Tank questions and the challenges and wins they have faced growing business from scratch and making the leap from local success to international scale.
Pitch Prep Pays Off
Lou and Ben’s Shark Tank success was far from a lucky break. These two went above and beyond to ensure they were prepared for every scenario the Sharks might throw at them. This meant practicing extensively and reviewing past episodes for potential questions. They even used AI to generate a Shark-like Q&A session! For Lou, it was all about being prepared for anything.
My number one thing was, I’m not going to look like a fool on TV at any cost… So we went back through every last episode of last season… Ben put a whole bunch of stuff into ChatGPT and said, ‘Okay, give us 30 questions that could throw us off.
Lou and Ben also enlisted the help of a business coach who helped them fine-tune their answers and keep them on track during the high-pressure pitch.
“We workshopped every answer with [our coach], so even though they were throwing questions at us that might seem quite gnarly, we were comfortable, we were confident.”
The result? They stood out as confident, knowledgeable, and thoroughly prepared founders. For entrepreneurs gearing up for their own high-stakes moments—whether in front of investors or key customers—Lou and Ben’s experience highlights the value of proper preparation.
Build Community Before Pushing Sale
Rather than relying on traditional advertising, Lou and Ben took a different approach. They tapped into the super engaged BookTok community on TikTok. BookTok is a dedicated space where Kindle lovers and voracious readers connect, and it became the perfect niche market for Strapsicle. Lou directly reached out to micro-influencers, gifting products and sharing Strapsicle’s authentic story.
“I fell into this world of BookTok… I spent a hell of a lot of time in people’s inboxes saying, ‘Hey, can I give you a product?..It was reaching our audience almost 100% of the time.”
This resonated with their audience, building a community that doesn’t just buy from them but advocates for them.Rather than pushing sales from the get-go, Lou’s approach built trust and a loyal following of Kindle enthusiasts who were excited to share the product with others. While initially Ben didn’t quite understand why Lou was spending so much time in people’s inboxes, he quickly recognised the power of community that Lou was tapping into.
“At first I was like, what are you doing with that? Try to get stuff done. But to her credit… she knew where that ability to connect with customers behind the scenes was really important.”
By finding their community and letting their story resonate, Lou and Ben created long-term advocates rather than short term customers. The lesson here is simple yet powerful: focus on building genuine relationships with your audience.
The Amazon Advantage: A Reach Beyond Borders
For Strapsicle, choosing Amazon as an initial sales channel wasn’t just a matter of convenience; it was a launchpad for international reach. By debuting on Amazon in both Australia and the USA, Lou and Ben gained access to a vast customer base without the heavy marketing costs associated with direct acquisition.
“If we hadn’t gone to Amazon US, we wouldn’t be talking to you now. We wouldn’t be on Shark Tank..For us, the benefit Amazon brings far outweighs the fees… It’s given us credibility and reach we couldn’t have achieved as quickly on our own site.”
Beyond that, they used Amazon’s affiliate program to incentivise influencers to drive traffic, which quickly translated to credibility and growth. When it comes to using Amazon Australia people think. For brands hesitant about Amazon’s fees, Lou suggests focusing on the reach rather than the percentage, which has been invaluable for their business.
“ It’s a way to reach millions and millions of customers at a fraction of the cost…Amazon has helped us scale quickly and keep things lean.”
It just goes to show that marketplaces like Amazon can be more than just a sales platform; it can be a gateway to global expansion and an easy way to build brand recognition, so don’t overlook their potential to help you grow beyond your borders and connect with massive audiences.
What Strapsicle Teaches Us About Building a Brand
Lou and Ben’s journey with Strapsicle is an inspiring example of how preparation, community-building, and strategic channel selection can transform an idea into a thriving business. Whether it’s showing up fully prepared for pivotal moments, fostering genuine relationships with a targeted community, or leveraging a platform like Amazon for international reach, Strapsicle’s success is packed with insights for entrepreneurs everywhere.
If you want to hear more about Strapsicle’s journey, listen to the full episode for deeper insights into the creative, high-energy approach they took to bring their business to life.
