The Creative Coast recently had a chance to follow up with the founders of Fable after their second-place win at FastPitch 2022. The team of entrepreneurs is made up of Savannah College of Art and Design (SCAD) students Maddie Buchmann, Adrienne Krozack, and Erin Marshall.
Buchmann is pursuing a BFA in Writing with a minor in Business Collaboration, Marshall is pursuing a BFA in Industrial Design, and Krozack is a soon-to-be SCAD alumnus with a BFA in Illustration and a minor in Writing. At FastPitch, Fable was awarded $2,000 for their pitch of an all-in-one fridge, freezer, and hydroponic farm appliance designed to help solve the issue of food insecurity and lack of farmable soil.
Before they made it to FastPitch, Fable got their start at SCAD Startup, a yearly pitch competition held by the college. “We spent nearly four days of our week only doing research in order to choose something we were passionate about, which turned out to be Fable,” said Buchmann. Marshall and Buchmann were already good friends before attending SCAD, and adding Krozack as the third member of the group was an easy choice. “[Krozack] asked if she could join me and Erin, and I of course said yes,” said Buchmann. “I’d seen how hard she worked and how dedicated she was to every project she was a part of.”
In planning for the concept behind Fable, the team conducted extensive research to ensure there was a market for their product and that they would be able to design and pitch it successfully. “We’ve conducted customer discovery interviews, launched our website (fableappliances.com), drafted our business plan, gained professional mentors, participated in a business incubator, developed a low fidelity prototype, and placed second at the FastPitch business pitch competition,” said Krozack. Steps like these helped Krozack, Marshall, and Buchmann familiarize themselves with the home appliance industry, the technology behind hydroponics, and the ins and outs of writing a business plan.
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