Incendium Podcast: Mike Tyrrell, CEO of SURVIVAL (0:00)
James introduces Mike Tyrrell, CEO of SURVIVAL, highlighting the company’s long-standing role as a trusted first aid provider in Australia.
The Origin Story of SURVIVAL (0:24)
Mike shares the company’s origin story, driven by his father's helplessness during a childhood injury and the loss of a niece due to a lack of CPR knowledge. These events inspired the founders to empower people with first aid knowledge.
Transitioning into Leadership (1:39)
Mike recounts his personal experience surviving the 2004 tsunami in Thailand, which deepened his commitment to SURVIVAL’s mission. He describes his journey from completing his law degree to taking a leadership role in the family business.
E-commerce Growth and Challenges (4:24)
Mike explains the challenges of transitioning SURVIVAL from a paper-based business to e-commerce, highlighting the shift to eBay and the eventual move to Shopify Plus. He also discusses the company’s legacy of providing first aid solutions to schools, councils, and businesses.
Navigating Growth Challenges in a Family Business (9:29)
Mike details his day-to-day responsibilities, including marketing, product innovation, and managing the delicate balance of growth and resource allocation in a family business.
The Importance of Marketing and Innovation (11:05)
Mike discusses the challenges of paid advertising, emphasizing the importance of focusing on net profit over ad spend metrics. He also highlights the company’s commitment to continuous innovation.
Building Trust Through Value-Added Services (13:18)
Mike explains SURVIVAL’s strategy to combat rising ad costs by building trust and providing value-added services, such as their free first aid app, I First Aid.
Community Engagement and Authenticity in Marketing (16:38)
Mike emphasizes the importance of community engagement and authenticity in marketing, highlighting the need for businesses to build genuine connections with their audiences.
International Expansion and Market Adaptation (17:28)
Mike outlines SURVIVAL’s goals for international expansion, focusing on the EU and UK markets. He describes the company’s strategy for adapting to different markets and leveraging their established reputation.
Embracing Risk and Learning from Failure (20:08)Mike advises aspiring entrepreneurs to embrace risk and learn from failure, emphasizing the importance of resilience and adaptability.
