Industry disruption from Dunedin

Yvette Shum found conventional menstrual cups missed the mark.

Typically moulded as a single piece, users are often advised to cut the stem to the desired length with scissors. Such a process introduces health risks, environmental waste, and the potential for DIY errors, Shum says. Additionally, usability issues associated with standard designs can deter potential or first-time users. 

In late 2021, with the expertise of product design engineer Heather Cunningham and a team of women’s health professionals, Shum founded Coralcone, a menstrual cup with a two-part design and reattachable stem.

Coralcone has since been recognised for its innovative approach, winning gold in the 2023 Clean and Conscious Awards Australia for Feminine Hygiene and becoming a finalist in the 2023 Grand Business South Awards for Emerging Business and Business Sustainability.

In April 2024, Coralcone successfully ran a Pledgeme campaign, raising over $12,000 to complete the final phase of engineering.

Shum sits down with Caffeine to discuss launching an internationally recognised business from Dunedin. 

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Why did you start Coralcone from Dunedin?

The birth of my child brought me back to Dunedin after six years in Singapore where I was working as head of a visual effects department within a large post-production company. I flew back at 35 weeks pregnant to the comfort of extended family support. 

I started working on Coralcone any spare moment I had while nursing a newborn. Then the pandemic hit, restricting travel, which turned out to be a blessing in disguise. It gave me the opportunity to fully immerse myself in Coralcone’s design and development.

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How have you funded your startup? 

I received a small Callaghan R&D grant in the early stages, which helped get the first temporary tooling up and running. But so far, Coralcone has been entirely self-funded. 

It’s not that I’m against external investment, but as a solo founder, I get pulled in many directions every day. I believe in seeing things through from start to finish, which is why I haven’t dedicated focus to fundraising yet. 

Earlier this year, I ran a Project Campaign through PledgeMe, which successfully raised the funds needed to complete the final stages of manufacturing our new production machinery.

How did you get your product into stores?

We’ve taken different approaches to get Coralcone into various platforms. 

Winning the Best Naturals Award for Most Mindful of Materials helped us secure a spot on Healthpost. 

Ohne.co.uk, a period and sexual wellness platform, discovered us, which we supplied to for over a year, though they closed shop at the end of 2023. 

Locally, Dunedin’s Antidote Pharmacy and Chapman Store support Coralcone. 

Aside from these avenues, most of our sales come through our website, coralcone.com.

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In terms of local support agencies and networks, what have you tapped into?

I began my journey with the Startup Dunedin Distiller Incubator, which helped build my confidence in Coralcone’s commercial viability and assured me I wasn’t just a mad solitary inventor. This programme connected me with amazing talent who joined the journey at various stages. I also gained an incredible mentor who has been a vital source of mental support and a sounding board from the beginning.

Who have you worked with in the startup ecosystem who’s helped you grow and succeed?

I’m currently finishing up the Seedlab Australia Cultivate accelerator programme and completed their Bootcamp Incubator earlier this year. These programmes have been invaluable for gaining FMCG knowledge and understanding big retail operations. 

As a solopreneur, it’s been incredibly helpful to lean on entrepreneurial networks. Having spent my entire adult life working for large companies with big budgets, these programmes have provided me insight into the broader business landscape and have been a tremendous support in my startup journey.

What do you think a founder starting out of the main centres of New Zealand should know?

I don’t feel like I’m in a position to give definitive advice to other Kiwi product founders, as each journey is unique. However, from my own experience, I’ve learned the importance of staying open-minded to opportunities, such as networking, mentorship, upskilling, education, and PR.

When I first launched, I underestimated how much I’d need to promote the product myself as the founder – especially in the ‘burbs of Dunedin, where I’ve become more introverted than ever. It’s been challenging to step into the spotlight and face the competitive international landscape when your actual competitors are giant brands with bottomless marketing budgets!

Despite these challenges, my commitment to the product and its impact on people and the environment keeps me motivated. This belief in the value and difference of our product fuels my efforts to promote it, even when it pushes me out of my comfort zone. Authenticity resonates with today’s astute audience. When you genuinely believe in what you’re offering, it makes everything a lot easier, helping you stand out in a crowded market.

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