Scaleup Mediafund: Pioneering Growth for Innovative Brands in Australia
In May 2023, Scaleup Mediafund made headlines by announcing its first three investments from a new $15 million funding round. This initiative aims to provide innovative brands with access to discounted advertising and marketing rates through partnerships with major media players, including oOh!media (ASX: OML), REA Group (ASX: REA), News Corp (ASX: NWS), NOVA Entertainment, and Foxtel. The initial investees—Vitable, Bare, and Hawkes Brewing—set the stage for what has quickly become a transformative approach to brand growth in Australia.
Expanding the Portfolio: New Investments in Naked Life and Settle Easy
Recently, Scaleup Mediafund announced two additional investments, backing Naked Life and Settle Easy, both based in Melbourne. Naked Life, a brand focused on non-alcoholic beverages, is led by founder and CEO David Andrew. He expressed enthusiasm about the partnership, stating, "Scaleup Mediafund’s unique proposition to support building brands and driving growth aligns perfectly with our mission to change the face of drinking in Australia."
Naked Life has already made waves in the market, raising $3 million through the crowdfunding platform Birchal in July 2023, which set a record for the food and beverage sector in Australia. The investment from Scaleup Mediafund will enable Naked Life to expand its reach and awareness through premium advertising channels, reinforcing the message that life’s moments can be celebrated with both alcoholic and non-alcoholic options.
Strategic Growth for Settle Easy
On the other hand, Settle Easy, an end-to-end property conveyancing platform, is co-founded by CEO Sam Almaliki. He emphasized the importance of the investment in solidifying the company’s position as a leading provider of settlement services for property buyers and sellers. "Since our launch in 2020, we’ve expanded nationally to become one of the country’s fastest and most efficient conveyancing providers," Almaliki noted. The backing from Scaleup Mediafund will allow Settle Easy to enhance its brand visibility and extend its services to a broader audience across Australia.
A Unique Investment Model
Michael Lamont, Scaleup Mediafund’s investment principal, highlighted the fund’s distinctive structure that supports founders’ growth strategies. "Scaleup Mediafund continues to offer consumer-facing brands affordable access to high-impact branding and advertising opportunities in exchange for equity," he explained. This model has proven effective, with the fund completing five deals from its third funding round, showcasing a growing trend among founders seeking media-for-equity support to drive their ambitious growth plans.
Proven Success Stories
Scaleup Mediafund has a track record of supporting brands that have successfully leveraged its resources. For instance, vitamin subscription service Vitable experienced a remarkable 200% increase in its conversion rate, attributed to the impact of "premium inventory." Similarly, Hawkes Brewing utilized its advertising campaign to maintain market position amid a challenging retail environment and is now embarking on a second campaign with Scaleup Mediafund to further expand its retail distribution.
Commitment to the Start-Up Sector
Since its inception, Scaleup Mediafund has committed over $45 million in advertising and marketing inventory to support Australia’s start-up sector. The fund has backed the growth of 19 businesses, with five achieving significant milestones such as acquisitions or initial public offerings (IPOs). This commitment underscores Scaleup Mediafund’s dedication to fostering innovation and growth within the Australian market.
Conclusion
Scaleup Mediafund is not just an investment fund; it is a catalyst for change in the Australian business landscape. By providing innovative brands with the resources they need to thrive, the fund is helping to reshape industries and drive growth. With its unique media-for-equity model, Scaleup Mediafund is paving the way for a new generation of brands to flourish, proving that strategic partnerships and smart investments can lead to remarkable success. As more founders recognize the critical role of marketing in business expansion, Scaleup Mediafund is poised to continue its impactful journey in supporting Australia’s entrepreneurial spirit.