I’m Jodie Fox, Co-Founder of Shoes of Prey, and This Is How I Power My Business

Firmology’s How I Power My Business series profiles the technology business owners use to run and grow their business.


Firmology Founder’s Note: What woman doesn’t want the perfect pair of shoes? Jodie Fox is no different. Driven by her passion for shoes, but frustrated by her endless hunt for exactly what she was looking for, she decided to take matters into her own hands. Jodie, along with former Googlers Mike Knapp and Michael Fox, co-founded Shoes of Prey, an ecommerce site that empowers women to design their own shoes to their exact specifications.

Name: Jodie Fox
Title: Co-Founder
Business: Shoes of Prey
Location: Surry Hills, Sydney, Australia
Smartphone: iPhone 5
Tablet: iPad Mini
Computer: Macbook Pro Retina display
Other Gadgets: Apple TV, Bose noise cancelling headset, Bose wireless speakers


Tell us a bit about you and your background.

I grew up in Lismore on the far north coast of New South Wales before moving to Brisbane for uni – where I met Mike Knapp and Michael Fox, my two co-founders. Lismore provided a canvas for a great childhood. Country people are incredibly warm and my whole family is there. I come from a Sicilian background, which gives some context to my love of shoes.


What’s the story behind your business?

shoesofpreylogoIt was a combination of things. On one hand as a woman solving a problem of that I personally had encountered – I’d always enjoyed looking for shoes, but I was never able to find exactly what I was looking for. Concurrently, my two business partners Mike Knapp and Michael Fox were working at Google and becoming really interested about the opportunities in ecommerce. We just needed an idea. We combined the two and Shoes of Prey is the result 4 years on.


What apps or services are essential to the operations of your business?

We use many different apps at the business, the majority of them being Google products partly as a result of Mike and Michaels time at Google, but mostly because they are inexpensive, scalable and great solutions for a small business. Some of the key apps we use include:

Google Documents
Google Hangouts
Google Chat
Google Calendar
Google App Engine
iPhone application
Google Maps

We also try and build our own apps and our engineering team has a ‘Hack-a-thon’ every now and then to try and create cool apps for us to use in the office.


Which social media platforms does your business prefer to use and why?

We have a really strong following on Facebook with over 120,000 fans and we are always building our other platforms on Pinterest, Tumblr, and Twitter. We use the different platforms for different purposes, as they each lend themselves to certain types of content. For example, Facebook is perfect for sharing ideas to crowdsource thoughts and promotions, Instagram is great for sharing what’s happening right now, Pinterest is brilliant for sharing inspiration.


Lightning Round: What apps or services do you recommend to other business owners?

Biggest time-saver(s): Google Docs

Biggest money-saver(s): Wufoo

Favorite mobile app(s): Whatsapp, Instagram, Adobe Kuler, Uber and Camscanner

Favorite personal app(s): Hype Machine, Net-A-Porter


How can others reach you?

Website: www.shoesofprey.com
LinkedIn: Jodie Fox
Twitter: @jodiefox
Other (email, phone, etc): Instagram: @jodieannefox, hunter@shoesofprey.com

Firmology Readers: Let’s hear your thoughts!

Do you have any questions or comments for Jodie? Drop her a note in the comments below!

If you have a suggestion for someone we should feature, questions we should be asking, or would like to be featured on Firmology’s How I Power My Business series, email contact@firmology.com with the subject line: How I Power My Business

Interested in Fashion Tech? Check out these How I Power My Business Posts

Marissa Evans, Founder of Go Try It On

Liza Kindred, Founder of Third Wave Fashion

About The Author

Jodie Fox is  Co-Founder of Shoes of Prey, a website where women can design their perfect shoe.