How to make a boring service interesting with Sendle founder James Chin-Moody | #459
There are some businesses I wished I’d created. Sendle is one of them. It’s disruptive, fun to use, and solves a painful problem us small business owners have. Today we meet founder James Chin-Moody who tells us how he’s done it.
A little bit more about Sendle co-founder James Chin-Moody ...
For the past couple of decades, Sendle founder James Chin-Moody has had an impressive career in anything but small business, working for the United Nations, the CSIRO, even the Australian Bureau of Statistics.
For eight years he was a judge on ABC TV’s The New Inventors show.
Then finally, just a few short years ago, he saw the light and started a micro business that would soon become Sendle … an online-based parcel delivery service that is taking on the monopolistic Goliath that is Australia Post.
Sendle has already been voted Australia’s Best Courier service 2-years in a row, and employs over 100 staff and has experienced 40 months straight of 15% growth.
Now full disclosure … I love Sendle. I have no financial interest in it, but I love it.
I love what it stands for, what it does, its user interface, the fact that it’s hugely reduced the price of sending a parcel to anywhere in the world, and the time it takes, and the fact that it’s disrupting a staid old business in Aussie Post.
So please excuse my embarrassing fan-boyishness that I display throughout this chat.
In this wide-ranging interview James Chin-Moody shares:
- Where the idea for Sendle came from
- How he got Sendle to market
- What Australia Post’s reaction has been
- Why “Hell yeah” is his major decision criteria
- Why focusing on few marketing channels is best
- How focus speeds things up
- How he’s created a simple, reliable, affordable solution for sending parcels
- And plenty more ...
“We spend all our waking hours figuring out how to make parcel sending a joy and not a chore.” -James Chin-Moody, Sendle
Here’s what caught my attention from my chat with Sendle’s James Chin-Moody:
- I love how James uses extreme examples to get the point across of how good Sendle eg. We can deliver a packet of Tim Tams to Everest Base Camp for just $10!” or “We’ve delivered 4 light hours of parcels so far!” What’s an extreme way you could describe the effectiveness of your business?
- I love how the Sendle team’s decision-making process is either a Yes, No or Hell Yeah!
- And I love how they’re constantly asking “How can we make sending a parcel less of a chore and more of a joy?” In order to optimise their customer’s experience.
- Choose fewer marketing channels and be really good at them.
“We’ve delivered four light years of parcels or thirty times to the sun and back!” - James Chin-Moody, Sendle
James Chin-Moody Interview Transcription
Tim
James Chin-Moody. Welcome to the small business big marketing show.
James
Thanks for having me Tim.
Tim
I'm going to be a little bit of a fan boy. So you'll have to excuse that right up front. I love the Sendle brand.
Click Here To Download Full Transcription
Resources mentioned:
- Sendle’s official website
- Last week’s interview on how to build a business podcast with Nigel Morris
- This week’s Monster Prize Draw winner is Faouzi Daghistani of Newlands Pizza in Coburg
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