This mum of 4 launched her startup, Lactamo, to fix one of the biggest problems facing breastfeeding mothers

Femtech startup Lactamo, which helps breastfeeding mothers, recently won the St George Kick Start competition, receiving $40,000.

The competition, in partnership with TEDxSydney, saw 12 small business founders and entrepreneurs for a share of the program’s $100,000 grant pool prize across two categories – New Business Idea and New Idea for an Existing Business.

Businesses were judged on their ability to respond to a customer or societal problem in a unique or innovative way and create a positive impact.

The judging panel included St.George and Westpac Chief Digital & Marketing Officer Martine Jager, Sunrise host David Koch and TEDxSydney founder Remo Guiffre.

Lactamo won the New Business Idea category. The startup was founded by Etta Watts-Russell, a mother of four who created a lactation aid tool that combines temperature, movement, and compression in breast massage to address the issues  many mothers experience when breastfeeding.

Watts-Russell said that the highs and lows of starting your own business were even more keenly felt in 2020 due to Covid-19.

“I am extremely grateful to be announced as the winner of this year’s Kick Start competition and the funding will go a long way in helping with Lactamo’s manufacturing and expansion strategy,” she said.

“I’m excited to embark on a journey with the aim of giving mothers and babies the best possible experience together with the best possible success in breastfeeding.”

Watts-Russell recently spoke to Startup Daily about her business and how the St George Kick Start competition has helped her take it to the next level.

You can watch below:

More details about the annual competition and the 2020 finalists is available here.