A cold camping trip in 2010 to Cape Lookout had two very powerful effects on Lestarya Molloy.
One, despite the-colder-than-expected conditions, it sparked a love of camping for the camping newbie. And two, it sent her on a path to help others, particularly people of color, access the information needed to camp.
Fast-forward to 2023 and Molloy is co-founder of Fridie Outdoors, an app that helps beginning campers access information offline to help them gain camping knowhow when they need it.
The startup was founded in 2022 and had an early release in November to slowly build use. Today it is releasing publicly in time for peak Pacific Northwest camping season, Molloy said.
“I know what it is like to get into camping as an adult and a woman of color. In my experience, most of the learning happens while you’re out camping, far from a reliable internet connection. That’s why we developed our mobile app to be accessible offline, as well,” she said.
The app is available for both Android and iOS devices. The company is operating on a freemium model. Everything is available on the app, but if people want information offline, there is a subscription. So far, the company has a few hundred users, including paid subscribers.
There are more than 30 topics on the app, such as how to set up a tent, ways to cook outdoors and how to build a campfire. In the future, Molloy plans to explore sponsored how-to guides with outdoor brands and organizations.
Molloy is building the company with co-founder and chief technology officer Scott Molloy.
So far, the duo has bootstrapped the business. They have participated in several local pitch competitions — Westside Pitch, PitchBlack, and Emerge Initiative at AOTech — as well as the Embark accelerator run by outdoor retailer REI. Through those different programs the startup has secured about $25,000 in grant funding that it has used to hire different contractors to work on projects, Molloy said.
“Lestarya is bringing a new approach to outdoor education that empowers anyone who wants to get outdoors with confidence, knowing they have knowledge at their fingertips from anywhere,” said Dan Kihanya, director of REI’s Path Ahead Ventures. “We are proud to have support Lestarya as she’s gone from idea to market launch. Path Ahead Ventures is excited to keep working with her every step of the way.”
Fridie Outdoors is also being featured within several REI stores, including its flagship store. The startup has signage at the retailer for people to download the app, and REI associates have information to recommend the app, Molloy said.
Molloy comes from a career in product management and user experience. She is tapping into this as she builds Fridie by talking to customers and finding what they use the app for, what they like and what they would like more of.
Based on the user responses from the summer, the team will evaluate what is needed to build the next iteration and whether outside funding is needed.
Molloy is also building connections within the outdoor industry in Oregon as well as with investors. Participating in the different pitch events has helped on both of those fronts.
Thirteen years after that fateful first trip and Molloy is regular camper. Her favorite spots include L.L. Stub Stewart State Park — a place she notes is good for beginners — and Waldo Lake.
