Entrepreneur & Co-Founder Franc.World: Annika Launay
Annika Launay. Annika is a proven entrepreneur, having successfully led three businesses from start-up, including PDPR - a national marketing agency that provides a multi-disciplinary approach, utilising traditional public relations, experiential activations, digital components and influencer engagement. PDPR services clients in a range of industries, including property, hospitality and technology, throughout the APAC region. Annika is now focusing on launching her fourth business venture - a fintech + edtech platform that is female-founded, and focused on large-scale generational change.
Annika has over 15 years of experience in marketing and specialises in the areas of retail, hospitality, health/wellness, the education sector and tourism. She has a passion for helping businesses reach their communication goals. Annika holds a Bachelor of Science (Psychology and Human Movement Science) and a Bachelor of Business Management (International Business) from the University of Queensland as well as first class honours in Business Management in Marketing.
You’ve run a marketing agency, several online businesses, the Franc.World platform and even owned a fromagerie (cheese shop) – where do you get your ambition?
I’m the daughter of two very driven and passionate people – I guess you could say ambitious, however I’d frame it more as knowing that you have to work hard for what you want in life. I was taught very early on that you need to carry your own bags in this world and the more you put in, the more you will reap the rewards.
Do you think ambition is a dirty word?
As a woman in business, I have received my fair share of unsolicited feedback. From being told I was too greedy (when asking for a well-deserved pay rise) to being asked whether I could manage having children as well as take on a work project at the same time! It took a long time for me to realise that having a career ambition is not for everyone and that’s ok. The world is made up of many different people – thankfully! I just know that it is the right path for me and my drive and ambition in work make me the best version of myself and a strong role model for my family.
What sort of skills do you need to be a successful entrepreneur?
Resilience! I’d say this is the number one skill of any business owner. The world is not always an easy place and the journey is not always smooth sailing for anyone – let alone a young woman in business. The ability to stay true to your values and just keep swimming when the going gets tough is really important. Also empathy and the ability to understand, respect and work with many different personalities. Whether it be a client, stakeholders or the team you are working with, you will always encounter differences of opinion. This is especially true in a creative environment when emotions can also run high!
What’s the hardest part about being an entrepreneur?
For me, it is about never switching off. In saying that – it’s also the best part about being in business for yourself. You never quite know when the brilliant idea or solution will hit!
You work with your sister (Franc Co-founder Briana Cicchelli) – what’s it like working with family?
I’d better be careful! She’s reading this ;) We always have each other's back. We both want what’s best for the companies and together we are constantly striving and working to build on our business goals. We value each other’s skillsets and appreciate what we are best at individually. This helps us to be incredibly honest with each other and we get straight to the point. We work at a very fast pace and decisions are made very quickly!
What has been your biggest life lesson?
In business, no one cares about your company as much as you do. This also trickles over into your private life as well. Don’t rely on others to get yourself where you need to be.
You also run marketing agency pdpr.com.au – what’s the biggest change you’ve seen in marketing in the last 10 years?
From massive growth in digital and social media channels to multiple leading publications closing over the recent years, the marketing landscape is ever-changing. We now see AI applications become more prevalent, the way people consume information increasingly disparate and the need for multiple touch points as important as ever.
And how important is a good understanding of marketing to your other businesses?
Understanding the importance of building a strong brand from the outset, establishing awareness, building a trusted voice with credibility in the industry and then knowing how to effectively capitalise on that is paramount. Knowing that marketing is absolutely vital and also appreciating that it must be done well has also been an advantage!
I am always reminded of the quote: “Doing business without marketing is like winking at a girl in the dark. You know what you are doing but nobody else does.”
What would you tell your younger self?
People that put you down are facing their own self-esteem issues. It’s not about you or even a truthful reflection of reality. There will be people in your life – even those you classify as friends - that will do this to make themselves feel better. It’s not a nice trait and the sooner you can spot this, and either take it for what it is or remove those people from your life, the better!
Can you give us your best three pieces of advice for girls thinking about starting their own business?
1. Research (the idea) Research (the target market) Research (the industry)!
2. Get the right advice.
3. Build a strong team around you and always have an accountant :)
Franc’s Fast Five
Favourite holiday destination? France
Would your 12-year-old self think you were cool? I hope so!
Are you a morning or night person? Morning
Favourite subject in school? Physical Education
A business brain you admire? Sheryl Sandberg