Solid Oral Care provides eco-friendly oral care products that reduce plastic waste. Their innovative range includes toothpaste tablets, powders, and products in jars, and is now available at every New World across the country.
A year on from participating in the Ministry of Awesome Electrify programme, we spoke with founders, Laura Nixon and Adam McConnochie to see how their startup journey had progressed.
How did you first learn about the Ministry of Awesome, and what motivated you to join?
Adam: My background is in entrepreneurship support, and Ministry of Awesome is obviously a really well-known organisation in the startup world. I was really pleased to see the focus on female founders and thought that was a really exciting direction to take, Ministry of Awesome was prepared to stake out that ground and say, "We're going to be the ones that look after female entrepreneurs." That was the motivation.
I think for Laura, she's the product person, the genius. She's invented everything, created everything, built the website, done all that amazing stuff. She's not a natural networker and doesn't naturally like putting herself out there and going to these sorts of things. So, having a programme for female founders, which creates a safe space where it's more comfortable to be part of, was a real motivation. You know it's not going to be quite the same as the techie, male-focused environments. It was going to be run a little differently and a bit more empathetically.
Having a programme for female founders, which creates a safe space where it's more comfortable to be part of, was a real motivation. 
What stage were you in when you first entered the Ministry of Awesome?
Adam: When we entered the Ministry of Awesome, it was a major turning point for us because it was when I decided to quit my job to support Laura full-time. Our business was about two years into trading, though the first year was quite low key.
Laura: We were at the 'prove the concept' stage. We had established that people would buy our product, and our focus was on figuring out how to get more customers. We were learning how to sell, market, and improve our overall operations. We were past the concept stage and had a ready product.
What was the most valuable lesson or insight you gained from your time with Ministry of Awesome?
Laura: I've always been so product-focused that I neglected other crucial aspects like staff, morale, values, and culture. Ministry of Awesome really helped me see the importance of these elements in building a successful business.
Adam: For me, it was the importance of that community. What I loved about the Electrify programme was the division into tech and product groups, which allowed us to connect with businesses similar to ours. This created a common thread, especially around well-being and beauty, and we were able to engage with peers facing similar challenges.
Laura: Yes, and those connections have lasted. I still speak with someone from the programme every week. It's fantastic to have someone to bounce ideas off.
Adam: Staying in touch with people like Gina from Norish and Debbie from Vince has been invaluable. We are at similar stages in our businesses and share similar challenges. It's incredibly helpful to have a community where we can share successes, vent frustrations, and get advice.
For me, it's less about a single insight and more about the immense value of being part of a supportive community focused on the same goals.
How did this experience help you grow personally?
Laura: I think I grew a lot through that programme. It was significant for my personal growth, though it's hard to put into words.
Adam: My reflection on watching Laura go through it, she became more confident in calling herself a leader and entrepreneur. The community support helped her feel less daunted and more impactful. We know we're still a very small business and we don't feel like we're like a success or anything, but like understanding where we can lead and where we can make impact and where we can drive some change.
Laura: Exactly, it's about shedding that imposter syndrome and realising I've earned my place through hard work, not luck.
Laura presenting at Electrify Accelerator Demo Night 2023
What milestones has Solid achieved, since finishing the Electrify Programme?
Adam: Last year was particularly notable—we won the Best in Oral Care at the Good Awards, a rare recognition in New Zealand. We also received silver medals at the New Zealand Artisan Awards and commendation from the Sustainable Business Network for our Circular Economy practices. Winning the Foodstuffs Emerge competition allowed us to enter 140 new supermarkets nationwide, boosting production and revenue. We've also started exporting to Australia with a focused strategy, marking another key step forward in our growth journey.
Laura: It's fulfilling to see how our goals have translated into achievements since then. It validates our efforts and shows that we're making tangible progress towards our aspirations.
Solid Oral Care range
How do you use customer feedback to stay motivated and keep pushing forward?
Laura: When you're having a bad day and you open your computer to find a new review, it's always a bit nerve-wracking. But when it's something like, "This toothpaste has changed my life, I can now brush my teeth without gagging," it's so rewarding. Or someone saying, "No more plastic tubes for me, I'll always use this."
It's cool to see that I've made a positive change in someone's life. You have to do it one by one, and that personal approach shows the strength of the community. It's about converting people one by one and making real change.
Adam: Seeing how our work affects people's lives is really cool. It's inspiring to see people take control of their consumption and make a difference, like reducing toothpaste tubes going to landfill. It's inspiring to see the snowball effect, where people convince and inspire their friends. It's not easy. The ups and downs of being a small business owner can be tough, right? And so having those moments when people are telling you how your product has been good for them, this is, yeah, you've got to hold on to those moments too, right?
Any final thoughts?
Adam: We are really grateful for the role that Ministry of Awesome has played. And as I said before, staking out that ground as being the organisation that's going to support female entrepreneurs, I think is really powerful because there's not that much support. Raising money is hard, and you guys know all the challenges. We're grateful Ministry of Awesome is a focal point for bringing female entrepreneurs together. It has shaped our business and helped us find allies. We hope you keep growing.
Laura: Solid fresh mint and strawberry toothpaste are now available at every single New World across the country.