Home Articles Mathew Beeche, 2011 Anthill 30under30 Up-and-Comer

Mathew Beeche, 2011 Anthill 30under30 Up-and-Comer


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What is 30under30?

30under30 is an Anthill initiative launched in 2008 to encourage and promote entrepreneurship among young Australians. This year’s batch of nominees was extensive and impressive. So much so that we believe several young talents who didn’t snag 30under30 top honours still deserve your attention and recognition. We call them our Up-and-Comers. More.

Mathew Beeche, NSW (b. 1985)

Name: Mathew Beeche
Age: 26 (Born: August 1985)
Gender: Male
State: NSW

So, here was Mathew Beeche’s plan: Launch a website that profiles startup businesses, publish a free, 36-page magazine that revolves around the same subject, distribute the mag to cafes and unis in five states — and get it all done in nine weeks.

“We were able to do this to the day,” Beeche says. And how was this achieved? “I am able to execute on my vision and make shit happen.”

Indeed. This was only a few months ago. Shoe String Launch the website continues to add features and content, while Shoe String Launch the magazine has put its third issue to bed. Beeche, the sole business owner, says he’s filling a niche in Australia’s SME realm.

“When I looked around at publications I read regularly such as StartupSmart, Dynamic Business, (cue heavenly choir) Australian Anthill and BRW, the one thing I noticed is that profiling entrepreneurs and startups wasn’t a core focus,” Beeche says. “I saw the opportunity to create a niche online and print publication dedicated to profiling startup businesses.

“The other part of our business is that we also act as a salesforce for startups, selling their products and services over the phone, helping them achieve revenue growth before they hire.”

Beeche knows any good business needs partners and mentors. He has a background in telesales, so he was surefooted in setting up the salesforce part of Shoe String Launch. But he made sure to mine the gray matter of mentors in the publication industry. He struck a deal with Vistaprint, offering ad space in the magazine for promotion via Vistaprint’s social networks. Most recently, he partnered with starter promoter StartCast, which will provide quality video of Shoe String’s profile interviews.

Beeche said his creative drive is revved up by the people behind the startups he profiles. “Seeing the goals my fellow entrepreneurs are kicking and hearing how they are doing it keeps that fire burning in my belly.”

Anthill asks: Mathew Beeche, what’s your superpower?

“I have supersonic hearing. That’s why interviewing startups is such a good way to feed the other side of our business. Even if they don’t say it implicitly, I can hear the pain points in their business by listening carefully.”


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To check out the full list of Anthill’s 30under30 winners, click here.