The brains behind Tracksuit, TRA Labs and Previously Unavailable are teaming up again to launch a new start-up, Ideally.

Founded by James Donald who was most recently a Founder and Director at Saas company Yonder, Ideally is an innovative customer insights platform that give on-demand insights for clients while also giving them the opportunity to test concepts, ideas and messages with target audiences.

Using built-in generative AI, people who use Ideally will be able to bring spotlight on opportunities based on customer patterns.

“Enterprises in consumer products and services are continuously innovating but the success rate in the market is low. A recent study from FMCG Innovation found up to 80 percent of these innovations fail,” he says.

“Insights, innovation, and marketing teams have incredible ideas but moving them through the development process is hard – ideas get watered down and opinion reigns. The current innovation and insights process finds winners and losers, not opportunities, so ideas typically emerge smaller, not bigger,” says Donald, who is hoping to bring Ideally into the picture to address this.

“That’s why we built Ideally – to help people bring great ideas to life. Our clients don’t have to bet the house on an idea anymore. They can test, grow, and develop ideas with the voice of the customer throughout.”

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Donald brings in his years of experience from growing a start-up to a globally recognised travel industry AI chatbot systems to Ideally.

With the backing of Previously Unavailable and TRA Labs who were able to launch Tracksuit into stardom, they hope to do the same to Ideally.

Connon Bray, Partner at TRA Labs says that since the success of Tracksuit, both companies have been working on their next venture, Ideally.

“As an innovation and ventures studio, we know how important it is to champion people who advance ideas. Bringing great ideas into the world requires insight, momentum, and the confidence to be bold – Ideally solves for this on all counts,” says Chris Paykel, Partner at Previously Unavailable.

“By making research and testing more accessible, affordable, and efficient, our platform empowers users to grow their ideas and aims to give them a greater chance of success.” 

With 15 clients from both Australia and New Zealand already on Ideally, Bray says that the demand that the platform has seen shows the importance and need for something like this.

Some of the clients include Tegel, Danone, SBS, Southern Cross, Kiwibank and much more. Simon Hofman, General Manager of Brand and Marketing at Kiwibank says they use Ideally to drive forward innovative banking ideas.

Simon Hofmann, GM, Brand and Marketing, Kiwibank is already using Ideally to drive forward innovative banking ideas:

“Ideally has enabled me and our teams to test ideas around current and future concepts and build evidence to help rally people and move them forward. The agility of the platform and the speed of insights are a game-changer.”

“Ideally will empower brands to unlock the full potential of customer insights and generative AI to help bring their great ideas to life. Ideally’s rapid growth shows that innovation teams have been waiting for this,” says Bray.