"How Jenny Griffiths inspired winning innovation in her futurefacing clothesbuying company Snap Fashion."
Griffiths's "BIG" Moment
In April 2012, Cisco announced the inaugural British Innovation Gateway, or “BIG” Awards, an annual contest offering $135,000 in prize money, an additional $75,000 in marketing, public relations, and legal support, plus a 12-month mentorship with Cisco’s own in-house business coaches for a company working in an undiscovered, tech-savvy niche.
In September, Griffiths won it all with a pretty basic message. As her 60-second spot put it: See something you love, want, need? Get your phone out…
That’s led to some of the more widespread attention she’s been seeking. The U.K. Apple app store made Snap Fashion a featured download, which helped boost user traffic: The app has since had more than 10,000 downloads and the site attracts tens of thousands of users.
Mega-retailers that seemed unreachable before (think: Net-A-Porter) now cold call her to get more involved with the service.
Griffiths plans to use the CISCO contest windfall and mentorship to expand. This year, she is releasing an Android app, building better platform compatibility with likes of iPads and iPad Minis, recruiting local designers to the site, and unveiling a men’s section.
...Cisco hasn’t offered to buy the company--at least, not yet. They seem to be betting that the example of a homegrown startup making it on its own in London will be more powerful encouragement to the legions of startups now sprouting in East London.