Speakers Profile - Lara Solomon

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Lara Solomon is originally from the UK and started her career in marketing with FMCG brands including Mr Muscle, Windex and Vidal Sassoon. Although she loved marketing, Lara's goal was to create and develop a brand over which she had complete autonomy.

After looking around for a business opportunity, Lara discovered mobile socks being sold in Thailand. The quality and designs were poor, but she believed they had potential and set about researching her potential market. She also found a good quality supplier in China and at the end of 2004 founded LaRoo Pty ltd and launched her first collection of “Mocks”. LaRoo has now sold over a million Mocks worldwide through the website and over 2000 Mocks stockists ('Mockists'?) in Australia, 190 in New Zealand and over 2500 across the UK.

The first product of its kind in Australia, Mocks are now the leading mobile phone sock brand in Australia and have won the right to call themselves The Original Mobile Phone Sock.

Lara now employs seven staff and the story of creating and developing her business is truly inspirational. Her successful and targeted marketing campaign to the teen market has made the Mocks brand what it is today.

Lara published her first book 'Brand New Day: The Highs And Lows Of Starting A Small Business in October 2008. A humorous, diary style account of the trials and tribulations of building a business, the book provides the reader with a light-hearted, but real insight into creating a business. Lara's diary starts at the beginning of 2004 when she was still working as a marketing manager for a US company based in Sydney. Lara left at the end of February 2004 to pursue her dream. Lara's diary tells it how it was starting a business from scratch with a teeny, tiny budget and a lot of hard work. Her aim was to write a completely honest story, with both the good and not so good, so anyone going into business, thinking about it or already in it can read it, get ideas and feel inspired to reach their dream.

Lara is a passionate and confident speaker and enjoys talking about her businesses and her book and sharing her inspirational story. Her favourite subjects are marketing to teens and using networking to grow your business.
Lara regularly works with universities delivering lectures to marketing students as well as speaking at corporate, networking and marketing events.

* 2008 Finalist Telstra Young Businesswoman of the Year
* 2008 Winner of NSW Telstra Micro Business Award
* 2008 BRW Top 100 Fast Start-Up Companies
* 2006 MBA Scholarship, part of the Sydney Business Woman of the Year Awards
* 2005 NSW Panasonic Young Businesswoman of the Year Finalist
* 2005 The Australian Business Women's Network New Business Award