Indie Bars got new energy through crowdfunding

Indie Bars got new energy through crowdfunding

We met up with the founders of Indie Bars for a talk about energy, cranberries and the importance of hanging out at the right pool. 

We are curious about how the idea of Indie Bars was born. What’s the history behind?

Olle: I have a background in triathlon and have tested a lot of energy bars through the years. There are many alternatives out there but I experienced problems with the ones I used. I didn’t get enough energy from it, even though I tried them all – from gels to bars. In the spring of 2013 I got the idea to produce something on my own, since I like to baking and being around the kitchen. I started using it on my own and found it worked really well for me, so I started giving it to my friends at the pool after training to see their response. That’s how I met Mikaela.

Mika: I found out about Olles idea and thought “My god, is he gonna run this by himself?” Got really interested in the concept since I’m a nutritionist. I asked straight out if he wanted a co-founder. And he did!

Olle: Absolutely! We started developing the bars together. It was important that they were going to be organic and totally free from gluten and lactose, as well as vegan. They were supposed to taste good and be made for people that workout. Those were the main principles that we based our product development on.

 

What’s the biggest problem with the products out there today? Why are they not good enough?

Olle: Many of these energy bars contain synthetic products. They are not built on organic ingredients like dried fruit or nuts and contain many additives. I am careful of what I eat normally, but when you work out you are expected to consume all these synthetic products, and it feels strange.

Mika: When you do conditioned sports it is important that you get a lot of energy, it’s not like running 30 minutes and you can eat like you normally would. You have to eat energy in some way. One of our main goals was to make a really tasty product, which we think most of the bars today are not.

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Often it can be hard to know what’s in the energy products you’re eating. How transparent are you with the ingredients?

Mika: We are very transparent and write all the ingredients. We only use natural ingredients, so there’s nothing we can write with other names. All natural products, such as fruit sugar, together with the packaging, will make them durable for a whole year.

Olle: Many other brands want to highlight something special, that you get extra energy because it contains a special ingredient, like caffeine or amino acids. We see it as when you do training you need energy, not a magical ingredient that make you super strong. If you eat good raw materials you get good energy to be able to perform good effective training. That’s why we call our products Wipeout and Breakaway to connect to sports. We dont want to call it “Blueberry Bliss”, something that focuses only in the ingredient. We want to focus on the activity and the practise.

 

I like the name, Indie Bars, how did you come up with that?

Mika: In the beginning, when Olle started, he called it Aloha Bars. An inspiration from triathlon, Hawaii and Ironman. We got problem with the trademark rights so in the end we chose Indie Bars, to communicate the feeling of independent, small scale and locally produced.

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How do you work together? Good sides and bad sides?

Mika: We are both very energetic and develop a lot of ideas so we have to stop ourselves sometimes.

Olle: We have made most of the work together, from baking and experimenting with new tastes, to labeling hundred of bars, being at exhibitions and competitions, you name it. We complete each other very well.

 

How has your experience been with entrepreneurship?

Mika: When I asked Olle if he needed a co-founder I already had my mind set to work hard, and I have done it since. I had no previous experience with entrepreneurship but I’m very targeted, so when we decided to go it was all in.

Olle: The journey to develop a product and started to sell it is very long, and showed to be longer and more complicated than I had imagined when starting out. It’s one thing to bake 20 bars at the time in your moms kitchen, but to do it in bigger scale as a whole another, regarding keeping the taste, consistency and deliveries. You learn a lot.

 

What milestones have you had?

Mika: I’d say when we met our supplier in England, that made me feel this is for real.

Olle: We can’t say too much about that though, it’s a bit like the batman cave, we can’t reveal everything. I have to say the campaign with you, FundedByMe, was a lot of fun. We got a receipt that people believe in the product and actually do contribute. It’s one thing when people say it’s a fun product but now people actually funded the idea. That’s a lot of fun!

 

How did you come up with ingredients for a product like this?

Olle: You hang out a lot in Coop, Östgötagatan and Skanstulls Hälsokost. We have experimented with ingredients to find our own unique taste with the ingredients we like the most. It was a whole lot of experimenting and counting back and forth, you know “add some more cranberries there”. Some got really good, some didn’t work at all.

Mika: Product development takes time. Our goal is to have the best bars on the market so we spent a lot of time to get the right taste with all the components we wanted. Further tastes are planned.

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What’s the next step?

Mika: Product development is there all the time, which is crucial in a market like this. Our main goal now is sales. It’s a challenge to get enough money on sales that you can actually invest more in the company. First thing we are looking into is the packaging of the product, to get a real package instead of a sticker.

Olle: It’s like Mika says, now we got capital from FundedByMe and athletes are getting in touch with us spontaneously to corporate. The same with sports clubs and stores. A lot of people want to corporate which is super exciting. In the meantime we have to get the product out to the market.

 

How did you find FundedByMe?

Mika: Both me and Olle are very social and hang out with the target group. That helps to market and spread the word.

Olle: I had read about projects that were made possible through crowdfunding. I heard about Flippin’ Burgers and how it was a part of their story that they were funded by friends, family and early supporters. I started looking and found FundedByMe and realised it works with our product, to have the reward based option. It’s not only for funding but also good for marketing and to tell the story about the bars and ourselves. Mika hasn’t revealed it yet but she is a really successful triathlete. She won the swedish championship this summer and is joining the national team now. Thats a huge part of the story.

 

Do you have any tips to other people that want to crowdfund?

Olle: Have a clear product that people can grasp and fits the type of campaign. Work with several types of communication channels, hang out with the people you are reaching out to and always bring your product with you.

 

Have you had any rough periods and how do you find the energy to come back?

Mika: There’s always new problems occurring. For every problem we solve there’s new coming up. I think thats what it’s like for every startup in all industries. You have to build all relations from scratch, you have to work with everything. We dont have any consultants. We do everything on our own. It’s a challenge but very satisfactory when you manage to solve the problems.

Olle: You learn that you cant be clear enough when you communicate with different operators. In the beginning of the summer we had a situation where we had prepared everything, from stickers to ingredients and is ready to push the button, when a supplier made a last minute call and said their product is not organic. It’s a test of your patience but with creativity you find your way around it. You have to like challenges. Finally, thank you FundedByMe for helping us make this happen.

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Stor-Jobal från Krokjala: A Comic book waiting to be released through crowdfunding.

Stor-Jobal från Krokjala: A Comic book waiting to be released through crowdfunding.

Meet Emil Maxén, a freelance illustrator, who previously worked with the music artist Avicii, the swedish Julkalendern (Christmas calendar) “Barnen Hedenhös”, and now he is launching a campaign to crowdfund his upcoming comic book.

Tell us a bit about yourself, for start, where did you grow up and what was your dream back then?
I grew up outside of Sundsvall in Timrå.And my dream was pretty much what I am doing today. But I thought  it was a bigger thing to be an illustrator, being a like a rockstar, but you would draw stuff. Everyone would recognize me as a genius.

When did you start to draw then?
I remember trying to get better in college, really trying to make an effort to improve. I also remember when we were kids, we tried to draw the coolest monster or pretended to draw a portrait of each other and the drawing never turned out as we thought. I was never the best guy at drawing, but I think I had the most fun. That has been what has kept me going.

Why did you want to improve your drawing skills?
I imagined that I was the prodigy of everything, just as when I was little, I had so much fun with it so I thought everyone else would think the same. I could imagine a lot of sketches in my mind, and then I had to make them come alive into real sketches. I could had a picture of the guy with the perfect sword, then I practiced on drawing different kind of swords and armor, so I had all the details. I knew exactly which one I had imagined.

What tools do you use?
I use a lot of sketch books. I keep them everywhere, in the car, by the bed, incase you get flash of genius and then you start drawing in the middle of the night. Then you usually wake up and realize it wasn’t the best idea. But I had to make it anyway. So I sketch a lot. I shared a room when i was l younger, my table was a pillow in my lap and I only drew with graphite then, I rarely used colors, I have learned that afterwards. Today I use Photoshop and  water colors now and then.

Emil Maxen Stor-Jobal Campaign

Do you do this for living?
Yes, I sketch storyboards, posters and I make concept art.

When did you have your breakthrough?
I decided to freelance when I was working for a company in Stockholm. I did not find  the working conditions good enough for me. So I moved back to Sundsvall, because I really like it here. And I decided to go back to Stockholm when I heard that the company I was working for made a deal to make special effects for julkalendern (Christmas calendar), 2013. I was not supposed to know that but I was tight we the director and he wanted me to make storyboards for special effect scenes. I got to work with SFI (Svensk Filmindustri) and got big responsibility for crucial design parts and I got great feedback. Then I thought, maybe I know what I am doing? I felt really confident and decided to move back and started to do this, freelancing.

What would you say is the biggest impact, the drawing has made in your life?
It helped me in my imagination of how it would be, the life of illustrator. I blow up a perfect picture in my mind and its not like that. And its good, because its easy to create something in your head of how things are suppose to be, like moving to Stockholm also. The same is with this campaign at FundedByMe that I am running now. You open and close doors, and now, this has opened a door to my world.

This is a perfect transition, tell us more about Stor-Jobal? Who is he?
He a is half-troll, unaware of it, an outcast, and lives on plundering abandoned houses. Stor-Jobal tries to find his place in society, but its hard for him. The environment is based on Norrland, where I come from. There is a lot of empty houses on the countryside, people have moved into the city. Its the same scenario in this comic book, but it takes place in the 1800’s. One day when plundering, he comes across a special bag, that can fit anything you put in it. Thats when the story really begins.

Do you see yourself in him?
Yes! Not the stealing but I love to make practical jokes, just like Stor-Jobal does. He is like an overgrown child.

How would you describe your style?
Its a mix between legendary Swedish illustrators like Per Åhlin, who has made Dunderklumpen. And I wanted to make a more realistic and dark version of it and have influences from Sven Nordqvist. With a gritty but very fresh color scheme, he puts so much detail – it’s fantastic. Then I blended that with franco belgian comics. I love that culture.

How do you handle a tough period? When you have no inspiration?
This project has taken quite some time, and when it comes to writing, I have had periods when I feel blocked. To constantly come up with new ideas to the plot. And I think its because of the pressure also, that I have to deliver. A good inspiring video from the illustrator, Stephen Silver, about “how to become more creative” gave me a lot more energy again.

How come you chose crowdfunding, did you know about it before?
I knew about crowdfunding, mostly Kickstarter, but it was for the american audience. Then I found FundedByMe and saw my opportunity to create a campaign. Now I realize how much work it is to put in a campaign and a comic. Because I have the idea, I am the director, and the designer. So I have to draw and write everything. You have three jobs at the same time. It s super exciting and I got a lot of more support, a lot more likes on the Facebook page. People has really responded and its a great learning experience. Now I have to attract bigger audience, I have been active and posted in forums but its hard.

Do you have any other goals, except for a successful campaign?
Its around 32 days left now on my 45 days campaign and if everyone who supports me, if they donate the smallest amount it would be cool to get 1000 euros. I just reached 300 fans on facebook, its big for me since i never released anything.

What is next project?
I would really would like to go to book conventions when the book is released, try to get a translation, reach Europe, have it in german, spanish and english.