249 – The Marketing Change That Transformed This Small Business
November 10, 2026
What does it really take to turn a frustrating everyday problem into a product people want to buy?
In this episode of The Business Behind Your Business, Paul Sweeney speaks with Chundee founder Karmyn Roberts about the journey from a difficult three-hour drive home with a sick toddler to creating a practical product now sold to customers around the world.
Karmyn didn’t come from a manufacturing, marketing or e-commerce background. Despite the lack of experience, Karmyn and her husband took an idea, started researching manufacturers and gradually worked out how to turn that idea into a real product.
But creating the product was only the beginning.
After an underwhelming launch, Karmyn discovered one of the biggest lessons of her business journey: having a useful product doesn’t automatically mean people will find it. Her breakthrough came when she started creating videos that immediately showed the product, the problem it solved and how it worked.
In this episode, you’ll learn:
- How a real-life problem became the inspiration for Chundee
- Why validating an idea before investing further can be so valuable
- What Karmyn learned from launching without a clear marketing strategy
- Why demonstrating a product on video transformed Chundee’s reach
- Why a slow start can sometimes give a business owner valuable time to learn
- How customer feedback revealed uses for Chundee that Karmyn had never originally anticipated
Karmyn’s story is a reminder that a good idea is only the starting point. Building a business takes experimentation, persistence, learning and finding the right way to show customers exactly what problem you’re solving.
Karmyn Roberts is a wife to Daniel, mum to Jonas, Lillian and Ezra and co-founder of Chundee, an Australian family-run business behind the Chundee Vomit Bucket Bib. The idea was born after her 23-month-old became sick on a family camping trip, leaving Karmyn and her husband facing a three-hour drive home with a potential vomiting toddler. What started as a simple idea to solve a very messy parenting problem became an 18-month journey of designing, prototyping and manufacturing a completely new product. Since launching Chundee in September 2024, Karmyn has grown the business from her home in Toowoomba, Queensland, into an international brand, with Chundee now selling in Australia and the US and reaching hundreds of millions of views across social media.
This episode is supported by the Business Planning Operating System. My 9-module course is built from 30 years of experience as an accountant, giving business owners a simple, one-page 90-day plan they’ll actually use. Learn more at thebusinessbehindyourbusiness.com/focus
