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Shaun Cunningham

Co-Founder at Future Kind

Professional Background

Shaun Cunningham is a dynamic entrepreneur and strategic leader known for his significant contributions to the vegan supplement industry. As the Co-Founder of Future Kind, he is diligently working towards building what he envisions as the world's leading plant-based nutrient brand. Future Kind focuses on developing evidence-based nutrients that cater to the needs of health-conscious consumers while maintaining a commitment to sustainability. The brand is recognized for its innovative approach to packaging, utilizing carbon-offset strategies and 100% recycled and recyclable materials, which resonates with environmentally-conscious customers and advocates.

Prior to establishing Future Kind, Shaun was instrumental in launching and developing the ecommerce brand Aussie Health, a venture that gained recognition for its high-quality health products. Aussie Health was successfully acquired in 2019, showcasing Shaun's entrepreneurial spirit and ability to scale businesses in competitive markets.

In addition to his entrepreneurial endeavors, Shaun's professional background is further enhanced by over a decade of experience in venture capital, private equity, and strategic consultation across the UK and Hong Kong markets. This profound experience has allowed him to gain a robust understanding of the business landscape, equipping him with the skills to drive growth and innovation.

Education and Achievements

Shaun's academic credentials reflect his commitment to both health and communications. He studied for a Certificate in Plant-Based Nutrition at the prestigious Cornell University, a program that emphasizes the importance of nutrition in promoting overall health, especially within the plant-based realm. This education has been instrumental in guiding his approach to developing evidence-based nutrients that align with the latest health research.

He also holds a Bachelor of Arts in Communications, with a focus on Politics and International Marketing, from Charles Sturt University. This unique combination of knowledge equips Shaun to effectively communicate his brand's vision and connect with a diverse audience while navigating the complexities of the global market.

Shaun's commitment to excellence and innovation is evident through his previous roles, including serving as the Commercial Director at Creata Ventures, a position that enabled him to develop strategic initiatives to enhance the company’s offerings. His experience as a Senior Associate at Nest Ventures and a Senior Strategist at AZ Consultancy further illustrates his capability in identifying opportunities and devising actionable strategies in rapidly changing environments.

Notable Achievements

  • Co-Founder of Future Kind: Under Shaun's leadership, Future Kind has established itself as a front-runner in the vegan supplement niche, known for its dedication to quality and sustainability.
  • Acquisition of Aussie Health: Shaun successfully grew Aussie Health into a significant player in the ecommerce health sector, culminating in a successful acquisition in 2019.
  • Plant-Based Nutrition Certification: His certification from Cornell University reinforces Shaun's commitment to leveraging scientific research in the development of his products, ensuring they meet the nutritional needs of his clientele.
  • Diverse International Experience: With a career spanning over ten years in both the UK and Hong Kong, Shaun has developed a nuanced understanding of international business dynamics, which he applies to his ventures.

Shaun Cunningham is more than just an entrepreneur; he is a passionate advocate for plant-based nutrition and sustainability. He believes in the power of connection and often encourages networking and collaboration within the industry. As he continues to shape the future of vegan supplements, he is always open to engaging with like-minded individuals, organizations, and initiatives that share a commitment to health and sustainability.

Highlights

Jul 8 · linkedin

AS PROMISED, here's how we did in our very first month of business:

  1. We started working with 3 clients and are currently doing 4 placements for them, worth roughly $23,000 in revenue. All intros so far from personal network and organic posting on LinkedIn & FB groups.

  2. We've saved our first client $50,000 a year! They were quoted $3500 a month for two roles through a traditional outsourcing agency. We found them similar candidates for $1300 that they can hire directly in Nepal. Client happy and talent is paid better than going through an agency.

  3. We hired a Senior Recruiter in the Philippines who is an absolute gun.

  4. To keep our overheads low, we've been working from my wife's parents home while they're traveling. Who said startup life isn't glamorous? I have a 2 year old at home so not a lot of space. Thanks Greg & Maggie! Hopefully we sort out our own office soon, think it's important psychologically.

  5. We switched CRMs from HubSpot to a new one called Folk which I'm loving. Folk is much simpler and seamlessly allows me to save people from LinkedIn and enrich their profiles with contact info. Also much less $.

  6. We're hiring ourselves for a lead generator. I love taking calls / meetings but it's labor intensive with all the outreach and CRM management.

  7. Still trying to work out what resonates on LinkedIn. My founder / company breakdowns seem to get the best traction (40,000 impressions per post) but they require a lot of research, so trying to work out how to scale this. Really enjoying posting on LinkedIn though and writing content. Some posts are a total flop and I often can't figure out why.

  8. We found a great bookkeeper and will move to her once we have a little more traction, but for now Eliot Cunningham has jumped in thanks to a few YouTube tutorials and published our first P&L and Balance Sheet on Xero!

  9. We did a partnership with an offshore payroll and compliance company so our clients can seamlessly hire offshore and get access to a discount, and we receive an introduction payment.

  10. Had calls with 4 different B2B marketing agencies to work out the best strategy to scale. Seems to be the usual Meta, Google & LinkedIn ads recommendations. SEO is great but a long term play. Will hopefully formulate a strategy here in the next week or two. Also considering flyering, ads in the Wentworth Courier, podcast advertising and holding a cocktail party of some kind (inspired by the 2-Hour Cocktail Party book I just read).

Let me know if these are interesting / helpful?

Anything else you'd like me to cover?

Building in pubic is awkward but I hope should be a net positive!

AS PROMISED, here's how we did in our very first month of business:

We started working with 3 clien

Related Questions

How did Shaun Cunningham's experience at Nest Ventures shape his approach to business strategy at Future Kind?
What inspired Shaun Cunningham to transition from traditional health products to vegan supplements?
In what ways has Shaun Cunningham leveraged his education in communications to promote Future Kind?
How does Shaun Cunningham foresee the future of plant-based nutrition evolving in the marketplace?
What lessons did Shaun Cunningham learn from founding and successfully selling Aussie Health that he applies to Future Kind?
Shaun Cunningham
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Location

Byron Bay, New South Wales, Australia