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The ID Crowd wins 2018 American Express Shop Small Grant

By Administrator | 10 December 2018

"I think I'm still a little bit in shock," says Nicole White, after finding out her business has won the 2018 American Express Shop Small Grant.

The 39-year-old Sydney-based entrepreneur has won $50,000 and a mentoring session with entrepreneur and Shark Tank judge Andrew Banks.

E-learning business The ID Crowd took out the grant from a field of more than 1100 entries from small businesses around Australia.



Starting out




White was working as a learning designer when she decided to start The ID Crowd in 2013.

"I didn't like where digital workplace learning was heading – it was all about technology and not considerate of the human-computer interaction," she says. "I started the business by myself, it was lonely."

White says the industry was focused on putting content out but not about making people's lives easier or increasing job confidence.

"We want e-learning that is not crap," she says.

From a one-woman operation funded using $20,000 in savings, White has grown The ID Crowd to a business with 15 employees and $1.2 million in turnover.

The ID Crowd also creates one not-for-profit project each year and last year the business made an animation for Good Return. Read more

Cara Waters - Brisbane Times - 9 Dec 2018

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