How a tired Aussie mum turned an everyday accident into a $2 million idea

An accident at home helped an Aussie mum launch her own business - and it’s now on-track to make $2 million just over two years later.

Mother and co-founder, Lou Rice with her son Archie who helped her create her million dollar business idea. Picture: Supplied.

As a first-time mum and passionate reader, Lou Rice often breastfed her son while reading her Kindle.

But in June 2022 the unexpected happened.

In what she describes as the “eat, sleep, repeat” haze, Ms Rice stumbled a “first of its kind” million dollar idea.

“Archie was feeding and I just sort of found myself dozing off but woke to him crying,” she said.

Ms Rice soon realised the Kindle she had been holding had slipped from her hand and hit her son on the head.

While Archie had no injuries from the mishap, it was from this accident that Strapsicle, a silicone strap which attaches your e-reader to your hand, was created. 

Lou Rice with son three-month-old Archie, who says the invention of Strapsicle helped change her life for the better. Picture: Supplied.

Fast forward two-and-a-half years from Archie’s accident and Strapsicle is quickly becoming the world’s leading Kindle accessory, with co-founders Ms Rice and her partner Ben Stainlay having made more than $1million in revenue.

“Ben likes to solve problems, he’s a problem solver and a true inventor,” Ms Rice said.

Mr Stainlay first designed the straps from an old silicone mat at their Bondi home, which allowed his partner to carry-on reading while nursing. 

“After a couple of weeks using it, I could even fall asleep with it and it wouldn’t fall out of my hand, I tried to go back to reading without it and I hated it,” Ms Rice said.

Partners and co-founders of Strapsicle, Ben Stainlay and Lou Rice. Picture: Supplied.

The couple decided they were onto a business idea after friends and family experienced similar issues.

“We had the luxury of time, we were lucky, Archie was sleeping well, it was lockdown and we weren’t socialising, so we thought, let’s give it a go,” Ms Rice said.

Ms Rice fondly described her partner and Strapsicles co-founder as a “purest inventor”.

“Having experienced a cancer scare two years prior, Ben was motivated to pursue his passion for inventions and Strapsicles was the perfect project,” she said.

After the couple secured a suitable manufacturer and workshopped two prototypes, they had their winning design.

Ben Stainlay spending the day with his son, Archie, who loves playing with the silicone straps. Picture: Supplied.

Now three years old, Archie, enjoys helping his mum pack orders. Picture: Supplied.

“It was such a good feeling to get that first shipment of the product, like we’ve actually made something, this is so cool,” she said. 

As Strapsicle grew in demand with kindle readers, Ms Rice said she was able to quit her corporate job in February this year.

“We had no idea of the level of its success, if I could tell myself that within two year we would surpass $1 million after the first year and be on track for $2 million, it’s wild,‘’ she said.

Initially finding success with the help of online influencers, Strapsicles has continued to grow its customer base after it launched an online store through Amazon.

“A lot of our success has come from Amazon as Kindles are huge in the US, as soon as I got us on there things really took off,” Ms Rice said.

“There is just so much opportunity, we haven’t even scratched the surface.”

People who suffer from conditions such as arthritis in their hands, have said Strasicles helped them rediscover their love for reading. Picture: Supplied.

Ms Rice said it’s not just Kindle readers who love the product, since launching she has received countless thank you messages from those living with conditions like Parkinson’s disease, carpal-tunnel syndrome or rheumatoid arthritis.

“People living with conditions where they can’t pick up a book have told me they can now finally read again, it’s really helped deepen our purpose,” she said. 

Strapsicle has also made headlines after winning the ‘Best New Product’ at the New Zealand Gift Fair earlier this year and ‘Product Innovation of the Year’ at the national SHE.com Awards in August last year.

Social media is flooded with users of Strapsicles who say they can't live without the product. Picture: Supplied.

Many users of Strapsicles have taken to social media to share how the “simple but effective” design has changed their joy for reading. 

“I have a Strapsicle and find it useful…honestly, even if I have a single finger under the strap, it makes a world of difference,” one user wrote. 

“Just got mine a week ago and loving it so much more than any of the other grips I’ve tried,” another wrote. 

Now with fans across the globe, Strapsicle could be branching into other designs with iPads and phones next on the agenda.

“It’s something we’re thinking about, but we want to do it right,” Ms Rice said.

The couple will be heading to their first trade show in New York in August this year. 

“On one hand I feel like we are this new business, a bit of a hot mess, but on the other hand we’re constantly growing and we figure it out as we go,” Ms Rice said.

When it came to sharing where she got the confidence to start her business Ms Rice said there is nothing like the rush you feel when you receive your first orders.

“You’ve just got to do it, just keep going and get out of your own way” she said.