Tell us a bit about your business, and how you got your idea or concept.
Iyarn is a SaaS platform that assists businesses and organisations by providing a tool that helps people to reflect, build, and share self-awareness about the way they are feeling about themselves in the context of their current personal, work and social lives. The platform can also provide access to evidence-backed mental health and wellbeing resources to users when and if they need it.
The idea evolved out of monthly conversations between me and a close friend that gave us the opportunity to check with one another about our personal, social and work lives. I felt that if that kind of conversation – or ýarn’- could help us, couldn’t it benefit others?
I began developing a concept to turn our ‘’yarning,’’ into a method that would boost the support, mentoring and business development programs ICEA when I was leading the ICEA Foundation. I initially modelled this on the Tony Robbins Life Categories Template. However, I was frustrated that was solely a paper-based solution and wanted a broader approach that could penetrate better – especially as I started to understand the effectiveness of connecting between people in ways that included, but went beyond, people’s work lives.
In my mid-twenties, I knew eight people who lost their lives to suicide. I believed there needed to be a better and simple way to check in on family, friends and work associates in a non-invasive way – and found myself going back to the wellbeing teaching I’d received from my culturally adopted family in the Kimberley when I first developed ICEA. The communication, or yarning, they taught me, form the basis of what has become iyarn.
How did you get started and what has your journey looked like to date?
I had a slow start trying to secure technical co-founders given my lack of software development skills. After a couple of misfires, I was fortunate to secure angel funding from a UWA alumni who gave me the seed capital to build out the MVP, test the product with users and develop a deeper understanding of the issues we had to tackle and solve.
The MVP had enough traction to double down and shift my after-hours vision into a full-time role after additional seed capital from my angel investor. I was able to recruit an offshore development team after visiting a mate who worked at Facebook in San Francisco. That visit helped clarify the post-MVP product and the wire frame and user stories – which, in turn, allowed me to identify the best way to develop a product that I could start selling to clients.
Since then, our client base has expanded to include clients like Uber, Country Road, large employment agencies, schools and both state and federal governments. We have recently experienced a large uptake since completing a comprehensive, evidence-based research project that enabled us to develop a mental health and wellbeing platform that will accelerate our penetration into education institutions, and with young people particularly.
What is your background (education/work/experience) and how has it helped you on your journey?
I developed ICEA after a school trip took me to the Kimberly when I was 16. I felt a connection with the people there and wanted to find a way to give back and founded ICEA, a youth reconciliation organisation started while I was student. I’m grateful that Christ Church Grammar supported my development of the concept, and ICEA still continues today.
My undergraduate experience at UWA was also instrumental in the development of iyarn. My studies at UWA helped me develop critical financial literacy and confidence with budgeting and management - which entrepreneurs may struggle with.
Importantly, UWA also taught me to appreciate flexibility. While studying at UWA, I was a WAIS scholarship holder as a Sprint kayaker. UWA offered me crucial flexibility with assignments while I represented Australia overseas and interstate for competitions. At the same time, I still running ICEA to enhance education facilities in the North West and organise nationwide reconciliation activations. The flexibility UWA afforded me while I was a student helped develop my long-term skills in both people and time management, which has ultimately benefited my client relationships.
Where do you see your business in the next five years?
Our aim is for iyarn to attain and maintain a dominant presence in Australia’s wellness market and to then penetrate the US & European markets. It’s tempting to enter these markets earlier, but we are cautious about investigating international expansion too early. I prefer to build on the experience we gain in Australia and then launch with on a global scale.
To what do you attribute your success?
I have a great sense of belonging, with a strong foundation from a supportive family and a strong group of friends from UWA and school. Through my remote and local work with indigenous people and community groups like Surf Life Saving, I have developed a strong presence within community organisations and draw significant strength and satisfaction from my involvement with these. I think that comes across when I meet people, having a flow-on effect with whatever I choose to get involved with.
Words of wisdom
Be busy. Your time studying is the time to say YES, look for new experiences - even the ones that might frighten or not immediately interest you. The accumulation of experiences is what will get you closer to the thing that lights your fire and sets you up for a fulfilling life.
More about iyarn
iyarn is a tool that helps communities to be more connected through its app and web-based solutions it is used throughout the world. iyarn is available for all students for personal use https://app.iyarn.com/
Businesses engage with iyarn through an annual licence or monthly subscription to assist with staff engagement, well-being and de-stigmatising mental health.
More info on iyarn can be found on their website, Facebook, Instagram, and Youtube or you can contact the team by emailing hello@iyarn.com.au
About Lockie
Lockie currently heads up iyarn, which is a health and wellbeing software platform. iyarn facilitates safe spaces for people communicate and have meaningful conversations, and works with businesses, schools & NFP’s promoting mentally friendly workplaces. Lockie Cooke was awarded the EY Entrepreneur of the Year for the Western Region of Australia in 2015 and has
represented Australia at the UN, G20 and CHOGM. Lockie is the founder of the Indigenous Communities Education and Awareness Foundation (ICEA) and is a past board member at the School for Social Entrepreneurs Australia & Broome Futures. He is currently on the School Council of Christ Church Grammar School.