Written by Jodie Fox, former founder of Shoes of Prey which was shut down in 2018.
I’d been following Shoes of Prey since very early on. They launched in 2009, and I launched my first business in 2011, so they were probably the start-up of the time when reading startup news.
I had never understood the model, custom designed footwear to me doesn’t make sense - but I definitely was not in the realm of their target market.
Reboot outlines many of the learnings from Shoes of Prey and some interesting tidbit stories from the journey. I would have enjoyed some more in-depth on war stories of running the business.
But what Jodie does write about is the stuff that all business owners (or entrepreneurs) probably face - imposter syndrome, procrastination and mindset.
Can’t wait to see what Jodie’s next moves are.
Shoes of Prey launched in 2009. It allowed people to design their dream shoes online, get them expertly manufactured, and have them shipped to anywhere in the world within two weeks. The startup broke even at two months, hit multi-million dollar revenues in under two years, raised tens of millions in funding from top-tier investors and shipped to more than 100 countries. All the metrics pointed to huge scalability. To a huge business. To a huge success.
But it didn’t succeed. In 2018 the business failed. And this is that story.
Reboot tells the truth of what it is like to be at the helm of a global business. From the high highs of besting Karl Lagerfeld on global awards to the low lows of closing the doors on your dream, join author Jodie Fox on a raw journey as she reveals for the first time the story behind the story of fashion darling Shoes of Prey.
This incredible ride will share lessons on raising capital, building a brand, finding suppliers, doing business in China and, most importantly, how to learn and grow from your successes and your mistakes and be ready every day to reboot for the next challenge.
via Amazon (December 2019).