Sugru had an amazing product, a big dream, and just 6 months left before they’d be forced to give it all up.
Sugru is a completely new type of wonder material, invented by Jane Ní Dhulchaointigh, an Irish inventor based in London. It’s a mouldable glue that turns into rubber overnight, and has all sorts of amazing properties. Actually, you should probably just watch the video.
After years of blood, sweat and technical development, we all knew that this was something special. Jane had invented a truly unique material with 1000s of applications, enabling its users to modify, fix or adapt almost anything.
All or nothing.
So Sugru was great, but it needed some serious investment to follow its business plan. Nobody except a very small handful of visionary investors were willing to take the risk.
After visiting over 100 potential investors, Jane had only 6 months worth of funding left. But, finally, after years of development, she had a product ready to sell. And we knew that creative people wanted the product. Jane had met them. We’d met them. We even had some stolen from our studio. So, together, we formed Project Sugru, and hatched a plan.
Together, Sugru and Atto would scrap the business plan. We’d do everything ourselves (with more than a little help from a few talented friends). We would show the world what it looked like when a passionate group of people jumped off a cliff together.
“Atto Partners are so much more than designers and developers. From day one, they were driven by understanding the core purpose of our business and helping us to achieve our goals in the smartest, most delightful way we could imagine together. They are genuinely part of our team, and we are lucky enough to be able to think of them as insiders rather than consultants. ”
Jane Ní Dhulchaointigh, Inventor & CEO, Sugru
We worked with Jane to develop Sugru’s launch plan, customer experience, brand, message hierarchy, packaging design, advertising and the Sugru online shop.
Then we helped Jane put her story, and her mission, out into the world.
She started an online conversation with people who cared about the same things as she did, through videos, blogging, social media, support and Sugru workshops. We helped Jane build the company she wanted to work for – one that treats its customers and employees like royalty.
Guess what? It kind of worked.
Sugru sold out of 2 months’ production capacity in the first 16 hours of sales. It attracted an untold amount of international press and an order backlog that would take months to fulfill.
All of a sudden, Sugru didn’t have any problems finding new investors to scale up. Over 200 potential investors approached Jane in the coming months, and she hand picked the few who really understood her vision, and wanted to help.
After a 6-month scaling process, we helped Sugru officially relaunch in June 2010.
Since then, we’ve helped them earn the trust of over a Million customers, in 146 countries
In June 2015, Sugru used its incredible community to crowdsource its exciting next chapter. It raised £3.5 Million from over 1200 funders — the biggest round ever raised on Crowdcube, placing the company’s valuation at £30 Million.
It’s now available in some of the world’s biggest stores, from Target and Home Depot in the USA to B&Q, Homebase and Maplin in the UK.
We’re in it for the long run
We’ve worked in close partnership with Sugru for almost 10 years now. We’ve designed and built everything from multi-language, multi-currency e-commerce systems to campaigns to brand and packaging systems. But the fact remains that the thing we’re most proud of is helping Jane ignore the naysayers and do what she thought was right.