The Startup Diaries (EP.2) - Validating Our Business Idea

In this episode, I speak with Alex Kornelsen — a former startup and innovation strategist who left the corporate world to co-found Mission to Marsh, a storytelling-led non-profit restoring wetlands and rebranding peatlands as climate heroes.We talk about how it all started with a Tinder date and a one-sentence peatland pitch, and go deep into what it takes to launch a mission-driven organisation from scratch — from faking a film to raise €50K, to securing Patagonia support, to building a community using marketing, humour, and open storytelling.Whether you’re looking to launch something planet-positive or just curious about how skills from marketing and innovation can be redirected for nature — this episode is packed with insights, honesty, and energy.00:00 Intro01:00 From Tinder to Peatlands — how it all began04:00 The one-sentence pitch that changed everything06:45 Why a documentary came before the non-profit09:30 How they raised €1M and got Patagonia’s support13:00 Behind the scenes of making the film16:40 The power of storytelling in conservation20:10 “Fake it till you make it” — lessons from launching25:30 From GoFundMe to corporate partnerships30:00 AI + grant writing: how they raised €20K in 30 minutes32:00 Why LinkedIn beat Instagram for traction36:45 Personal branding in nature restoration40:15 Disrupting the non-profit model44:00 Co-founding with your life partner — the real talk50:00 Starting a for-profit arm with peatland tech57:00 Final thoughts on optimism, failure, and what nature teaches us01:00:45 The billboard quote, book recommendation & business idea👉 Connect with Alex Kornelsen on LinkedInhttps://www.linkedin.com/in/k0rnelsen/👉 Explore Mission to Marsh and watch the filmhttps://missiontomarsh.org/📷 Follow the Mission on Instagram and LinkedIn to see where the film is touring next.🛠️ Interested in building your own planet-positive venture?Check out The Startup Diaries episodes — where I document the behind-the-scenes journey of building No Longer Known, a new nature-led brand from scratch.Subscribe on your favourite platform and come along for the ride.

In this episode of the Startup Diaries, we’re joined by video creative and marketing agency pro Jack Edwards to help us answer a huge question: how do we turn our early-stage startup into a story people actually understand and care about?We dig into:Why storytelling (not stock footage) makes a brand stand outHow to explain your mission in 30 seconds (without sounding cheesy)The 4 types of video we’re planning for the No Longer Known launchWhether your startup really needs an animated dodoWhy the unboxing experience is the productPlus: a deep dive into dog actors, content ideas that made us stop scrolling, and a quiz on the extinction of the dodo (naturally).👕 Want to be first in line for our launch? Sign up at NoLongerKnown.com

In this episode of the Startup Diaries podcast, hosts Rob Wreglesworth and Matt explore the challenges of sustainable clothing production, the impact of fast fashion, and the importance of ethical sourcing. The conversation delves into their research on sustainable suppliers, the logistics of production, and the significance of transparency in their business model. They emphasise the need for a balance between sustainability and practicality, aiming to create a brand that resonates with consumers while making a positive environmental impact.Thanks to everyone who has signed up to the waiting list so far, if you haven't already, you can do so at www.nolongerknown.com

In this episode of Innovate Eco - The Startup Diaries, hosts Rob and Matt discuss their progress with No Longer Known, their planet-positive fashion brand. Matt shares insights from his "research trip" to the Caribbean where he scouted local artists, sparking a deeper conversation about authentic art versus AI-generated images. The hosts explore how partnering with regional artists adds cultural value to their endangered species apparel and debate the ethics of AI in creative work. Plus, enjoy a fun quiz about hummingbirds! If you haven't already please do sign up for the mailing list at www.nolongerknown.com to guarantee your chance to get one of our first drops!

If you haven't already please sign up to be first to hear about the launch at www.nolongerknown.comIn this episode of the Startup Diaries podcast, Rob and Matt discuss their journey in building a planet-positive fashion brand, No Longer Known. They provide updates on their progress, including smashing their initial sales target and refining their elevator pitch. The conversation shifts to the challenges of building an audience from scratch, navigating marketing strategies, and the role of hype in fashion. They explore the importance of engaging with Gen Z and creating compelling content, while also analysing a case study of a similar brand, 'Sult'. The episode concludes with a quiz on hype culture and fashion brands, emphasizing the need for authenticity and meaningful engagement in their marketing efforts.

In this episode, Rob and Matt are joined by brand consultant Ash to discuss the critical role of branding in startups, particularly in the context of their planet-positive business. They explore the importance of collaborating with designers, the significance of brand archetypes, and the balance between humor and seriousness in branding. The conversation also delves into the symbolism of the dodo in their branding strategy, emphasising the need for a unique approach that challenges traditional norms in the industry. The hosts delve into the collaborative journey of designing a brand identity, focusing on the evolution of the logo and the creative process behind it. They discuss the importance of visual elements, the playful yet serious tone of the brand, and the significance of collaboration in achieving a cohesive design. The conversation also touches on the fun aspects of branding, including a quiz segment that adds a light-hearted touch to the discussion.For more of Ash's work head to www.studioaaaaaaalvk.comPlease also head to www.nolongerknown.com and sign up to our mailing list and VIP list if you haven't already!

In this episode of the Startup Diaries, Rob and Matt discuss their journey in building a sustainable fashion brand called No Longer Known. They reflect on their previous episode's focus on validating their business idea through a 48-hour challenge to secure paying customers. The conversation covers the importance of feedback, the challenges of pricing and sales, and the need for a strong narrative to connect with their audience. They also explore the next steps in their journey, including connecting with artists, improving their online presence, and planning a launch event.👉 Hi I'm Rob! I believe the best way we can tackle environmental problems is through positive action and by building impactful businesses. Startup Diaries is a podcast where I am trying to build my own planet-positive company and documenting the journey as we go

In Episode 2 of The Startup Diaries, we continue documenting our journey to build No Longer Known - a sustainable fashion brand with a mission to raise awareness about endangered species.This week, we tackle the crucial challenge of idea validation, setting ourselves an ambitious 48-hour challenge to secure three paying customers before creating any designs.We discuss pricing strategy, sustainable manufacturing challenges, and debate how to create a premium product that balances environmental impact with quality.Join them as they navigate the early stages of building a planet-positive business, sharing honest insights and lessons learned along the way.To be one of the amazing 3 to help validate our idea head towww.nolongerknown.com and follow the instructions to make a deposit

In this episode, I sit down with Benedict Macdonald, award winning author turned ecopreneur, to explore his fascinating journey from wildlife television producer to founder of nature restoration company Restore. Benedict shares how his childhood fascination with butterflies led him to a career in conservation, eventually leaving a successful career in wildlife television to tackle the challenge of transforming land use in the UK through innovative business models. We dive deep into Britain's complex history with nature, discussing how centuries of wildlife removal have shaped our landscapes, and explore the emerging opportunities for restoration through new financing approaches. Benedict offers fascinating insights into his current projects, including an ambitious plan to restore Atlantic rainforest in the Hebrides, while also sharing practical advice for urban rewilding and garden biodiversity. Our conversation covers everything from the role of wild boar in ecosystem restoration to the potential for nature recovery in cities like Berlin. Whether you're interested in conservation, sustainable business, or simply want to understand how nature and economics can work together, this episode hopefully offers valuable insights into how we can build businesses that help nature thrive. We wrap up with book recommendations and Benedict's optimistic vision for the future of British wildlife.

Welcome to the very first full episode of the Startup Diaries series, where I am finally going to attempt to build my own planet-positive business. Hopefully putting into action what I have learned from nearly 100 hours of interviews with other founders here on Innovate Eco. In this episode, I first introduce our new co-host (who will also be my co-founder). We then go on to explain the business we have chosen to try and create, where the idea came from and then start to get into some of the challenges we foresee, which will be topics for future episodes. I hope you enjoy this mini-series and do get in touch with any thoughts or comments [email protected]