Hypop

Hypop is an Australian-owned, Sydney-based company operating since 2010, specialising in continuous and flash studio lighting, backdrops, product photography tents and tables, and a variety of photographic accessories.

The owners, Romero and Ranoa, funded the website from their personal savings, using $20,000 to get the business off the ground.

They were inspired to start the site when they discovered a niche in the photography lighting equipment market.

“We thought we could build an online shop that can provide great value for customers,” Romero says.

Part of the aim of Hypop, Romero says, is to provide a community feel and provide product feedback and photography tips.

“Hypop are also committed to providing customers with real-life reviews and feedback on our wide range of products. We have brought in contributors from all aspects of photography and cinematography to test and trial products with honest and informative feedback.

“We want to provide a real community feel at Hypop, that’s why we also use social media, such as Facebook, as a means to ask you questions and direct you to various photography sites, tips and tutorials to help you improve your photography,” he says.

Romero says one of the most challenging aspects of starting the business was managing the cash flow.

“We have grown a significant amount over the past 12 months so we had to be really smart in spending our money.

“In order to succeed, managing your cash flow is one of the most important things to learn. Also to find a great accountant to help you in anything to do with financials,” he says.