MY START-UP
MIGGO
In 2014 - with the sale of Manfrotto Bags where I worked as Director of Marketing Communications department - I was presented with an opportunity to establish Miggo together with a number of partners (the company will later change its name to Pictar).
We founded Miggo out of a desire to develop and market products that will bring innovation and freshness to the field of photography.
As Co-Founder and VP Marketing at Miggo, I was involved in building the brand, developing the entire marketing system, creating a variety of elements required to market the company's products (such as packaging, films, product and atmosphere photography, POS aids), setting up and managing marketing campaigns and more. In addition, I led the training system of distributors around the world and supported them daily. I led the crowdfunding campaigns of the company's products on Kickstarter and Indigogo platforms, where I achieved an early sale (pre-production) of products for a total of about $1.5 million.
Towards the end of 2014, after a rapid development process, we crowdfunded on Kickstarter and launched a line of unique camera holders, called Strap&Wrap and Grip&Wrap. Simultaneously we established an extensive network of distributors in North America, Europe, South Africa and East Asia.
In 2015, we launched the AGUA camera bag line - a series of waterproof bags for cameras and drones, that has expanded over the years to a line that includes about 20 different models.
In 2016 the world of photography began to evolve at breakneck speed. The new iPhone 6s dramatically improved photography capabilities, and Apple's competitors from Asia quickly followed suit. The accelerated progression of consumers' photography habits and the global shift to smartphone photography, caused the digital camera market (DSLR) to plummet, and with it the entire camera accessories market - bags, tripods, straps and more. This was the same market segment that Miggo aimed for.
We made a quick decision and decided to change strategy and focus on the development of high-tech accessories that enhance the mobile photography experience. To this end, we teamed up with British entrepreneur and our old friend - Sean Henry - and together with him we developed PICTAR - a unique device that connects to the mobile phone and significantly improves both the photography experience and the user's ability to control the various functions of the phone-camera. The product is patented.
To launch PICTAR we again chose the crowdfunding route on Kickstarter, and a follow-up campaign on Indiegogo. Both campaigns were very successful and led to an early sale of products in the amount of over $420,000.
At the same time we changed our distribution channels in order to appeal to new audiences. Besides marketing our products in traditional photo shops, we marketed PICTAR models in chains such as Saks 5th Avenue, Barnes and Noble, Staples and Best Buy in the US, and Selfridges and Media Markt in Europe, as well as in leading electronics chains in Japan and Hong Kong.
In 2018 we launched PICTAR PRO - an advanced and more expensive Pictar model. Once again, the global launch took place on Kickstarter and Indiegogo, with a pre-sales' record of over $500,000.
In 2019, we launched a complete line of accessories for mobile photography, including 3 types of quality lenses for installation on a mobile phone, a smartphone lighting system, flexible tripods and a smart selfie stick. At the same time we changed the brand name from MIGGO to PICTAR and carried out a strategic rebranding process that included a new line of packaging, new videos and dedicated points of sale.
2020 began a process of selling the company, which ended in 2021 with its sale to the US company ADORAMA.