Having always been interested in the environment and reducing Sarah Fliessbach grew up in Germany before moving to Ireland first for college and then returning as a professional. It was while working as a professional that Sarah became aware of the impact of reducing plastic waste and its potential benefits for companies in addressing and showcasing sustainability efforts through reporting.

Having started on a ‘Start your own business’ course offered by the Local Enterprise Office, Sarah then gained more knowledge the Social Entrepreneurs Ireland’s Ideas Academy and then Rethink Ireland’s ‘Start your own social enterprise’  which provided foundational knowledge and guidance on essential aspects of entrepreneurship which has propelled Shareclub to participate in New Frontiers Phase 1 programme supported by Enterprise Ireland

Shareclub offer reusable products such as sharecups and sharebowls, complemented by a user-friendly app. This app facilitates seamless borrowing, returning, and tracking of environmental impact. Sarah has been and listed for the Entrepreneur Award at the Diversity in Tech Awards and nomination in the Sustainable Startup category at the National Startup Awards. Additionally, shortlisted as the Green Micro Enterprise of the Year 2024 by the prestigious Green Awards.

Shareclub won the award for Shareclub won the award for Top 100 Most Ambitious Companies in Ireland by Spark Crowdfunding in the Sustainability/Cleantech category, and they now list TU Dublin, Dogpatch Labs, Republic of Work, and Common Purpose among their clients.

1. What was your background before you had the idea of Shareclub?

I grew up in the city of Hamburg, Germany. At the age of 16, I went to school in Ireland to learn the English language. Following University studies in Edinburgh, my passion for storytelling and visual arts brought me to film school in Babelsberg near Berlin. I worked in production management across feature films, documentaries, and animation in Berlin before moving back to Ireland in 2018. I was always very passionate about the environment on a personal level. When I was eight, I put up posters in the neighbourhood to raise awareness about the importance of not littering. And in my twenties, I started making my own cleaning and cosmetic products to reduce packaging waste.

2. Can you tell me what Shareclub is? What’s the idea behind it?

Shareclub is a response to Ireland’s significant challenge as the leading producer of plastic waste packaging per person in the EU. With the country discarding approximately 22,000 takeaway cups every hour, Shareclub is committed to tackling the environmental impact of single-use items through its innovative digital circular packaging solution.

Our shareware range includes reusable products such as sharecups and sharebowls, complemented by a user-friendly app. This app facilitates seamless borrowing, returning, and tracking of environmental impact.

In addition to addressing environmental concerns, Shareclub also plays a crucial role in helping businesses navigate the evolving landscape of Corporate Sustainability Reporting Directive (CSRD) compliance. By empowering companies to meet these regulatory requirements, we ensure they stay ahead in sustainability reporting.

3. What were some of the biggest obstacles you had to overcome when starting out in the business? How have you overcome them?

When I embarked on the journey of starting my own business, I encountered several significant obstacles. Founding a new company from scratch, one of the initial challenges I faced was navigating the complexities of entrepreneurship. To address this, I actively sought out opportunities for education and mentorship. Participation in programmes such as New Frontiers Phase 1 and Social Entrepreneurs Ireland Ideas Academy provided invaluable guidance on crucial aspects like market research and business development. These experiences laid a solid foundation for Shareclub, equipping me with the knowledge and skills necessary to navigate the challenges ahead.

Another major hurdle I encountered was securing the necessary financial resources to kickstart the business. Recognising the importance of funding in the initial stages, I pursued opportunities for grants and support. A pivotal moment came when I applied for the Green Enterprise Grant from the Environmental Protection Agency. This grant, specifically tailored to support circular economy projects like mine, provided the financial stability needed to dedicate my full-time efforts to the business. Receiving the grant was a game-changer as it enabled us to accelerate the development of key components, such as the MVP (minimum viable product) of the Shareclub app.

4. Did you tap into any support systems or accelerator programmes for social enterprises before your launch? How did these benefit you?

Absolutely, tapping into support systems and accelerator programmes for social enterprises and start-ups played a pivotal role in preparing for the launch of Shareclub.

Early on, I enrolled in the “Start your own business” course offered by the Local Enterprise Office, which provided foundational knowledge and guidance on essential aspects of entrepreneurship. Additionally, participation in New Frontiers Phase 1 through Enterprise Ireland was instrumental in refining my understanding of market research and validating the viability of my idea.

Programmes like the Social Entrepreneurs Ireland Ideas Academy and Rethink Ireland’s “Start your own social enterprise” course not only deepened my understanding of the fundamentals of founding a start-up social enterprise but also facilitated invaluable connections with fellow entrepreneurs. I also participated in Back for Business, a remarkable initiative where entrepreneurs gather for roundtable sessions led by experienced mentors. These sessions provided a unique platform for collaborative learning and peer support, with lead entrepreneurs sharing insights and advice on various topics.

In addition, Women Entrepreneur Networks facilitated by the Local Enterprise Office, NDRC and TechfoundHer proved invaluable in gaining insights, building relationships, and accessing additional resources tailored to the unique challenges and opportunities faced by women in entrepreneurship.

Overall, these support systems and accelerator programmes played a crucial role in equipping me with the knowledge, skills, and connections necessary to navigate the challenges of launching a social enterprise successfully.

5. Who have been some of your biggest customers so far? How successful has the product been with them?

We’ve been fortunate to receive support from a diverse array of customers, each playing a significant role in our journey towards promoting sustainability and reducing waste. Among our most prominent clients is Dublin City Council, which early on commissioned us to provide our reusable sharecups for the Circular Economy Hotspot in May 2023, where we officially launched. This partnership not only provided valuable exposure but also underscored the importance of our mission within the community.

Additionally, the Guinness Enterprise Centre has been a great supporter, utilising our reusable packaging for numerous events. Their commitment to sustainability aligns closely with our values, and their ongoing partnership has been instrumental in showcasing the effectiveness and reliability of our product.

Furthermore, we’re proud to count renowned institutions such as TU Dublin, Dogpatch Labs, Republic of Work, and Common Purpose among our growing list of clients. The feedback we have received from our early adopters has been invaluable. Our value proposition is centred on assisting businesses in establishing, monitoring, and highlighting their impact. By transitioning from disposable to our reusable packaging, companies—like one of our early adopters currently using 2000 disposable cups monthly—can significantly reduce their carbon footprint, saving over 10,000kg of CO2 emissions annually. This equates to approximately 10 tonnes, representing an impressive ~1.4% CO2 savings per year and delivering tangible benefits to our partners.

Looking ahead, we’re excited to further expand our reach and impact. In early March, we’ll serve as the official reusable cup partner for the Dublin Coffee Festival, organised by Cup North. This partnership represents a significant milestone for us and underscores the growing recognition and acceptance of our product within the industry.

Overall, our customers’ support and feedback have been invaluable in refining our product and amplifying our mission to contributing to Ireland’s move towards a more circular economy.

6. How do you go about getting more customers? What marketing or events do you go to increase awareness of the company?

Expanding our customer base involves a multi-faceted approach that prioritises building strong relationships and increasing brand visibility within our target audience. While personal connections have been instrumental in securing many of our customers so far, we actively participate in industry events to broaden our reach.

One key strategy involves attending industry events and conferences, providing opportunities for networking with potential customers and gaining valuable insights into market trends and preferences.

Additionally, I leverage speaking engagements, panel discussions, and podcast appearances to share our story, showcase our expertise, and highlight the value proposition of Shareclub. These opportunities position us as thought leaders in sustainability and enable us to connect with a broader audience and attract potential customers who resonate with our mission and values.

Furthermore, we invest in social media engagement and content creation to raise awareness about reducing single-use packaging waste and promoting the circular economy.

7. Can you tell us more about the circular economy? Do you consider other enterprises in the circular economy to be competitors or collaborators? Do you have any examples of these collaborations?

The circular economy represents a paradigm shift from the linear model, focusing on resource efficiency, aiming to minimise waste and maximise resource reuse through strategies like reducing, reusing, and recycling. In this context, we see other enterprises not as competitors but as collaborators sharing a common goal.

Collaboration is essential for driving meaningful change and accelerating the transition to a circular economy. At Shareclub, we actively seek opportunities to collaborate with other enterprises and start-ups that share our vision and values.

 We are proud to collaborate with The Guinness Enterprise Centre as part of their Sustainability Cluster, contributing to their aim of becoming a Circular Economy Hub. This partnership enables us to share insights, resources, and best practices, collectively working towards a more sustainable future.

Additionally, Cup North is committed to hosting the Dublin Coffee Festival without the use of single-use cups. We are proud to partner with them as their reusable cup provider for the event. By collaborating with us and utilising the Shareclub app, we can keep all cups in circulation and achieve a high return rate, while also providing them with actual data on the environmental impact. We can quantify the number of single-use cups saved from entering landfills and estimate the reduction in CO2 emissions.

These collaborations exemplify our belief in the power of partnerships to drive positive change and advance the principles of the circular economy.

8. What awards or media recognition has Shareclub received recently?

Shareclub has received significant recognition through various awards and media recognitions recently, underscoring our commitment to entrepreneurship, sustainability, and innovation. We are honoured to have received nominations for the Entrepreneur Award at the Diversity in Tech Awards and nomination in the Sustainable Startup category at the National Startup Awards. Additionally, we are proud to be shortlisted as the Green Micro Enterprise of the Year 2024 by the prestigious Green Awards.

Furthermore, Shareclub was named one of the Top 100 Most Ambitious Companies in Ireland by Spark Crowdfunding, highlighting our innovative approach and growth potential.

In addition to these acknowledgements, Shareclub has been featured prominently in the media, further amplifying our impact and reach. We were recently invited to discuss our journey on RTE Radio 1 Nine O’Clock Show, providing a platform to share our story with a wider audience. Moreover, our story have been showcased on thinkbusiness.ie, a leading platform for entrepreneurial insights and success stories.

These awards and media recognitions serve as testament to the dedication and hard work of the Shareclub team in advancing our mission of promoting circular innovations.

9. What are your plans for 2024? Do you have any targets in mind for expanding the business?

In 2024, we have ambitious plans for the growth of Shareclub, building upon the foundation to further advance our mission of reducing single-use packaging waste and promoting the circular economy.

Our primary objective for the year is to expand our operations in key markets, particularly corporate workplaces and events. We’re excited to announce the upcoming expansion of our product line to include new offerings such as sharebowls and cold drink sharecups, catering to the evolving needs of our customers.

Additionally, we’re actively working on bringing manufacturing operations to Ireland, as we have not yet been able to find a manufacturer here yet. While we currently source our reusable products from Germany, establishing manufacturing in Ireland aligns with our commitment to sustainability and supporting local economies.

Furthermore, strengthening partnerships with like-minded organisations and stakeholders in the circular economy space remains a top priority. Collaborations with enterprises, government agencies, and non-profit organisations will play a pivotal role in advancing our shared goals and maximising our collective impact.

In terms of targets, we’re proud of the impact we’ve already made, saving over 2000 disposable cups at our events with our reusable sharecups. Moving forward, we’re committed to measuring and reducing environmental impact, with targets focused on waste reduction and CO2 emissions reduction.

With a focus on innovation, collaboration, and impact, we are confident that Shareclub will continue to make significant contributions to the circular economy, driving positive change and sustainability in our communities.

10. Outside of the circular economy. Are there any companies in Diversity and Inclusion in Ireland that you are big fans of?

Absolutely, diversity and inclusion are values that are deeply ingrained in our company culture at Shareclub. We actively support and admire organisations in Ireland that are dedicated to advancing diversity and inclusion in various sectors.

One such initiative is TechFoundHer, a collective of women in tech and female founders. Their mission to increase the number of women founding and leading tech companies resonates with our own commitment to advancing gender diversity and empowerment within the tech industry.

Additionally, we are big fans of Diverse In, an award-winning diversity and inclusion platform that works with companies to create equal and happier workplaces. Their focus on developing sustainable strategies for building inclusive workplace cultures aligns closely with our values, and we applaud their efforts in championing diversity and inclusion.

Furthermore, we admire the work of Black and Irish, an organisation dedicated to highlighting and celebrating the identity of black and mixed-race Irish people. Their mission to spread awareness and celebrate the experiences, struggles, and successes of the black and mixed-race Irish community is both inspiring and important in promoting inclusivity and representation.

At Shareclub, we actively strive to live diversity and inclusivity in our everyday practices. As an all-women team, we recognise the importance of diversity in all its forms and regularly attend events and training sessions to expand our horizons and deepen our understanding of diversity and inclusion issues. Initiatives such as the Common Purpose Programme for High Potential Leaders and The Wheel’s Developing Your Equality, Diversity, and Inclusion Policy webinar have been invaluable in shaping our approach to diversity and inclusion within our enterprise.