"There’s no such thing as an 'overnight success' until there is" with Sall Grover

Sall Grover is the founder and CEO of “Giggle”, a female-only social networking app. Currently used in 83 countries around the world, Giggle connects users of all ages for roommates, freelance work, emotional support, activism, and much more. “Giggle” is the collective noun for a group of girls. www.joinagiggle.com 

Can you tell our readers about your background?  

I was in Hollywood for almost 10 years. All I ever wanted to do is write, both films and novels, and so I moved to LA immediately after graduating from my master’s degree. I turned up with nothing but enthusiasm and knew two people - one girlfriend and one ex-boyfriend. I got into the industry relatively easily in hindsight, selling my first screenplay within 18 months of arriving, but then life became hard. I experienced everything the “Me Too Movement” stands against. Harassment, abuse, assault. I refused to give up - I had a dream and nothing was taking it away from me - but it got to the point where I was a shell of the person I was. I had lost my voice, all of my confidence and ownership of myself. I had no choice but to leave. 

What inspired you to start your business? 

When I still wasn’t completely ready to leave Hollywood, I went to New York. There is still industry there, but I hoped that maybe I would have a distance from the toxicity of Hollywood. I lived in Brooklyn with three amazing girls. We were all pursuing our dream and navigating our way through life. Every morning and evening, we would return from our days and talk, laugh, cry, laugh until we cried, give advice, support each other and generally had an amazing time. It reminded me how important - how necessary - it is to have a strong female support network in your life. I returned to Australia for a holiday, was having some therapy, and talked about it all with my mum. It was my mum’s idea to turn this experience into something accessible for all women.  

Where is your business based?  

We are currently based in Australia. While I have spent my adult years in the US, I came back to Australia and then started a business almost accidentally. My plan is to return to NYC, however, due to COVID I have no idea when that will be. My dog still lives in the US, in Connecticut.

How did you start your business? What were the first steps you took? 

My mum and I spent days talking about what a “female-only app” could be. We knew we wanted to create something that was female only, where users could connect for a variety of different reasons and not have to deal with the misogyny and sexism found both online and off. My dad, who was retired from his business life, took our ramblings very seriously. He started to research everything to do with the start-up world and developing apps. He taught me what he was learning and we would combine vision and business. The first thing we understood was that we needed to have a prototype of the app. We wouldn’t be taken seriously without it and it would be too expensive to not have one. So I would draw pictures and my Dad would design the app in a program, which he taught himself how to use. We did this for 4-5months. Then, we went to developers and out to investors.  

What has been the most effective way of raising awareness for your business?  

This has been an interesting journey for us. Before we officially launched, Giggle was on the App Store and Google Play while we were ironing out bugs, etc. It was discovered by men who do not celebrate women having their own space and very quickly spread through Reddit and Twitter. We had to cancel our plans to have control over our launch and quickly run with it. We “lean in” to the controversy because, for the most part, I was anticipating it.  

What have been your biggest challenges and how did you overcome them?  

I have dealt with a lot of misogyny as the female founder/CEO of a female-only company. This comes from the public but also people I am working with or potentially going to work with. It’s horrible having to deal with that and then deal with everything else that comes with running a business. I recenter myself, always remember what I’m doing and go ahead and do it. 

How do you stay focused? 

Giggle is my baby. I don’t find it hard to stay focused at all. It doesn’t even really feel like work. It’s fun! 

How do you differentiate your business from the competition? 

Being “female only” is our first USP. However, it’s really just the tip of the iceberg. On Giggle, users are able to connect to find roommates and freelance work, and they’re able to do this for free. We charge no fees. It’s a platform to be able to form relationships, make decisions that work for you, and have control over negotiations. We also have places for users to connect for more “soul” based reasons, such as support, activism, health, hobbies, exercise, socialising. It’s all free to use. 

What has been your most effective marketing strategy to grow your business? 

Leaning into controversy! 

What’s your best piece of advice for aspiring and new entrepreneurs? 

There is nothing glamorous about it, however, there is a lot of fun. You have to be prepared to sacrifice and struggle for as long as it takes. There’s no such thing as an “overnight success” until there is, but you will have hundreds or thousands of nights behind you to get to that point. Working on your own vision is a very liberating and privileged position to be in so it is important to give it the dedication it deserves. 

Whats our favourite app. Blog, and book? Why? 

My favourite app is, obviously, Giggle. My favourite book of all time is Social Studies by Fran Lebowitz. I don’t have a favourite blog. 

Who is your business role model? Why? 

Every single woman who is out there and doing it. 

How do you balance work and life?  

To be honest, I don’t right now. Giggle is 24/7. However, I often have The Real Housewives playing in the background while I work, so I feel like that gives me enough entertainment while I’m working. 

Whats your favourite way to decompress? 

Every day, my mum and I go on a 10km walk. We talk about everything that has happened, everything that is happening, and everything we want to happen.  

What d you have planned for the next six months? 

We have so much planned. We’re currently building the next feature of the app, which I am really excited about. I think it’s our “game changer” element. We are then going into our next funding round, which will be Equity Crowd Funding. This way “unsophisticated investors”, i.e, real women like us, can invest in Giggle for as little as a few hundred dollars. This is much more attractive to me than the VC route. I want to ensure I am always working with and for women. 

How can our readers connect with you? 

I’m on Instagram at @sallpics where I basically just post about Giggle and my dog Puck. We also have Giggle’s Instagram, @joinagiggle, where we celebrate amazing women throughout history who, I think, don’t get the attention they deserve.