Shoes of Prey launched in 2009. It allowed people to design their dream shoes online, get them expertly manufactured, and have them shipped to anywhere in the world within two weeks. The startup broke even at two months, hit multi-million dollar revenues in under two years, raised tens of millions in funding from top-tier investors and shipped to more than 100 countries. All the metrics pointed to huge scalability. To a huge business. To a huge success.

But it didnt succeed. In 2018 the business failed. And this is that story.

Reboot tells the truth of what it is like to be at the helm of a global business. From the high highs of besting Karl Lagerfeld on global awards to the low lows of closing the doors on your dream, join author Jodie Fox on a raw journey as she reveals for the first time the story behind the story of fashion darling Shoes of Prey.

This incredible ride will share lessons on raising capital, building a brand, finding suppliers, doing business in China and, most importantly, how to learn and grow from your successes and your mistakes and be ready every day to reboot for the next challenge.

Jodie Fox is a successful global entrepreneur having cofounded online shoe company, Shoes of Prey.
Jodie is a judge at the World Retail Awards (2016, 2017, 2018) lectures the Stanford Graduate School of Business MBA Class (2016, 2017, 2018) and regularly keynotes events including the National Retail Federation conference (2017), Virgin Australia Melbourne Fashion Festival (alongside Renzo Rosso, Nicola Formichetti and Fern Mallis) and the American Apparel and Footwear Association Executive Summit (2016).

Foreword vii

About the Author ix

Introduction xi

Phase 1: On Learning and Choosing 1

1 Learning by doing 3

2 Choosing to try 13

3 Naming our idea 21

Phase 2: On Building and Determination 29

4 Finding suppliers in Hong Kong 31

5 My first China trip 37

6 Testing, testing 45

Phase 3: On Launching and Commitment 57

7 Ready? 59

8 New normals 67

9 Telling the world 77

Phase 4: On Raising Funds and Evolving 85

10 Can we please move the status quo? Thanks. 87

11 Things you can control and things you cannot 97

12 The money question 105

Phase 5: On Establishment and Tenacity 115

13 Growing in China 117

14 Working with your ex 129

15 New horizons 139

Phase 6: On Moving and Grounding 151

16 A new factory in China, a new office in America 153

17 Emotional intelligence goes a long way 165

Phase 7: On Failing and Resilience 175

18 Testing and pivoting 177

Phase 8: On Closing and Acceptance 191

19 The start of the real hustle 193

20 Knowing its the end 209

Phase 9: On Rebooting 215

21 What I know now 217

22 The reboot button 231

A whole lot of thank you 233

Appendix A: Values document 235

Appendix B: Moving checklist 241

Appendix C: Fundraising 249

Index 261