Muval Unpacked : The Story so far

From idea to growth - Chris Titley sits down with James Morrell, co-founder of Brisbane based Muval

Our living room has been the main area we have focuses our attention on making comfortable for us. My husband got me this couch for my birthday because I have been head over heels with it. (it is the Timber sofa from Article!)


Navigating Innovation: The Muval Story

Hello, I'm Chris Titley, your guide through the inaugural episode of the Sub 11 Uncovered series. Today, we embark on a journey through the evolution of Muval, as co-founder James Morrell recounts.

Muval was born from a simple observation: moving trucks often returned empty after a job, a wasted opportunity for both moving companies and those needing affordable relocation services. This insight led to the creation of a platform akin to, but for moving houses.

While the concept of backloading isn't new, executing it on a national scale was unprecedented. Muval aimed to change that, transforming an industry inefficiency into a win-win-win scenario for moving companies, consumers, and the platform itself.

Building a marketplace from scratch meant tackling the classic chicken-and-egg problem, balancing the needs and expectations of both supply and demand. Moving companies, wary of tech-driven disruptions, initially viewed Muval with skepticism. Overcoming this skepticism required Muval to establish trust and demonstrate value, a mission it gradually achieved with transparency and a focus on mutual benefits.

For a significant part of this journey, I have stood alongside Muval, having known James for over five years. Our paths crossed meaningfully when I facilitated an introduction to an early investor, a moment that underscored the tightly knit fabric of the startup ecosystem.

James Morrell - Muval

James Morrell , Co founder of Muval

James's approach to building a consumer base is particularly noteworthy. By focusing on organic search and high-quality content, Muval set out to educate and engage potential users, laying a solid foundation for growth. This strategy, married to a steadfast focus on unit economics, was crucial in navigating the marketplace's complexities.

Yet, it is the human element of Muval’s story that truly resonates. James speaks candidly about the importance of customer feedback, underscoring the role of trust in the moving process. The conversation about reviews — from glowing endorsements to critical feedback — gives us a glimpse into the ongoing dialogue between Muval and its users, a relationship built on transparency and the pursuit of excellence.

Reflecting on investor relationships, James discloses the multifaceted support system behind Muval. Investors have provided more than financial backing; they’ve opened doors, shared networks, and offered moral support through the highs and lows of startup life.

This network has been instrumental in Muval's development, emphasizing the value of a strong cap table for more than just capital, but for strategic growth and resilience.

Looking forward, Muval is set to expand its service offerings and distribution channels. The foray into corporate relocations signifies a strategic pivot, tapping into a niche market ripe for growth.

As our conversation drew to a close, James imparted a piece of wisdom that has remained with him: the raw, emotional reality of entrepreneurship. The notion that tears are a part of the journey speaks to the personal investment and challenges inherent in building something from nothing.

The Muval story is far from complete, but capturing a moment in time , like in March 2024 is always something fun, with distinct learnings and resonations for other entrepreneurs.

To listen the first episode please click below: