Pop Quiz, Monday with Craig Jones, Founder of MooGoo Skin Care

Craig Jones

The Pop Quiz, Monday is a fun little exam that we love to give to savvy business owners. The examination is not a surprise after all since the interviewee already knew about the questions in advance. However, we can always pretend and have fun with the scenario of a young entrepreneur sitting in class nervously biting on their pencil. They are ready to take a pop quiz on a chapter that they were supposed to read the night before. Instead, they played Metroid all night on their SNES (Oops, this was me in high school). The real purpose of the pop quiz is that this is a fun way to introduce business tips from real-world experiences that you can not learn in a classroom. We want to thank our entrepreneur for being a good sport and volunteering their time to answer a few questions to help our community grow from their knowledge.

I want to introduce you to our guest today who will be taking our Pop Quiz Monday.

Can you please tell everyone your name?
Craig Jones

Craig Jones
Photo credit: Craig Jones

What is your job role?
Product development and decision-maker of last resort.

Tell us about your company?
MooGoo came about after I found out that my mother was using a product made for cows to help treat her skin condition – psoriasis. The “Udder Cream” being used in dairy farms was designed to help keep the skin on cow’s udders in prime condition for milking. However, the original Udder Cream my mother used was very thick to apply. So 13 years ago, in my little kitchen in Perth, Western Australia, I set about adapting this cream for humans by making it lighter and non-greasy. We make products for people with skin or scalp problems, and people who easily react to a lot of the chemicals commonly found in skin care.

What do you love most about your job?
We actually get to make something that helps people.

What motivates you to get up every day and go to work?
I see a lot of products being sold that I know aren’t really the best for people’s skin, so I enjoy the challenge of taking on these bigger companies and seeing people change over to MooGoo.

How do your co-workers inspire you?
We very rarely hire anyone with experience in running a business. I admire the way so many people at MooGoo have stepped up when given a chance. We have quite a few people managing the company who started off packing boxes.

How do you have fun at work (team building, pranks, etc..)?
We have a ‘crazy fun’ girl on our staff named Stephanie, and she organizes activities like skydiving, jet skiing, bubble soccer, etc. I HATE the term ‘team building’, so participation is optional. I think of them more like rewards.

What are some of the challenges of your job?
Decision fatigue. MooGoo is a complicated business now – far more complex than I dreamed a business like this could be. Being someone who always likes to weigh up all the options. If you have to make ten decisions a day, that can be exhausting.

What are some lessons learned from a past project that you can share with us?
We set up a warehouse and office in the UK, thinking it would be easy to make it a huge success. People love MooGoo in Australia…The UK has a similar cultural background…so what could go wrong? It didn’t work at all with the manager we had there. We had a girl who was box packing here in Australia, and she wanted to spend some time in the UK. She had an incredibly enthusiastic attitude but no experience. It was only months before she took over the running of the UK operation and got it moving and now we are reasonably well-known brand in the UK. I am not the only manager to find that attitude is far more important than experience. Ultimately she made some expensive mistakes as well, which also taught me that enthusiasm needs to be monitored.

Also … I have learned that women don’t buy as much lipstick as you would think, so starting a makeup range is very hard work, even if it’s good makeup and good for you.

What advice would you give to someone who is starting in your industry?
Find a point of difference. A lot of people seem to enter an industry and seem to want to be just like some other company they see doing well. But it has already been done. There is no point competing to be more ‘organic’ than all of the other brands that are already in the marketplace. Find a passion, start small and see if people like it enough to buy it. Also, it’s about relationships, so never try and screw over anybody.

Thank you for taking our pop quiz today. You get an A+ for effort. You can learn more about our interviewee and their business by visiting them on the web:


Author: Ricky Singh, MBA

Editor of The Startup Growth.

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