Introduction
Australia has rapidly emerged as one of the most vibrant and innovative startup ecosystems in the world. With a combination of entrepreneurial spirit, government support, and a digitally connected population, Australian startups are no longer just playing catch-up—they’re setting the pace on the global stage.
From SaaS solutions that streamline the way we work, to purpose-driven brands challenging social norms, Australian entrepreneurs are making bold moves and building billion-dollar businesses from ideas once scribbled on napkins. These journeys are not just impressive; they’re inspiring examples of what’s possible when vision meets grit.
In this blog, we explore three standout Australian startup success stories that grew from humble beginnings into global trailblazers: Canva, Atlassian, and Who Gives A Crap.
Canva – Simplifying Design for the Masses
The Idea
Canva’s story began with a simple frustration. Melanie Perkins, then a university student in Perth, found traditional design software to be complicated and inaccessible for non-designers. She envisioned a platform that would allow anyone—regardless of skill level—to create professional-looking designs easily.
The Journey
Perkins launched a small-scale version of her idea called “Fusion Books,” an online tool for students to create yearbooks. The early success proved there was demand for user-friendly design platforms.
In 2012, Perkins teamed up with Cliff Obrecht and tech co-founder Cameron Adams (an ex-Google engineer), and Canva was born. After raising early-stage funding and gaining traction among educators and small businesses, the platform exploded in popularity.
The Impact
Today, Canva is valued at over $25 billion, used by more than 100 million people in 190+ countries. Its drag-and-drop interface, templates, and cloud-based access have democratised design. Teachers, marketers, small businesses, and even large enterprises now rely on Canva for everything from social media posts to presentations.
Canva’s success isn’t just financial—it’s cultural. The startup has helped redefine what modern design tools should look and feel like. Their story is a lesson in identifying a real-world problem and solving it with simplicity and empathy.
Atlassian – From Uni Mates to Global Tech Giants
The Idea
Mike Cannon-Brookes and Scott Farquhar were two university friends in Sydney who didn’t want to take traditional graduate jobs. Their goal was simple: earn the same salary as a corporate grad—around $48,000 per year—but work for themselves. That small idea led to the founding of Atlassian in 2002.
The Journey
Atlassian’s breakthrough came with the launch of Jira, a project management and issue-tracking tool now used by thousands of software teams around the world. They followed it up with products like Confluence, Trello, and Bitbucket, catering to software development, collaboration, and DevOps.
Unlike traditional startups, Atlassian grew without a formal sales team. Instead, they focused on building high-quality products with self-service purchasing and strong word-of-mouth. It was a bold and unconventional approach that paid off.
In 2015, Atlassian went public on the NASDAQ, and today it’s valued at over $50 billion, employing thousands of people globally with offices in Sydney, San Francisco, Amsterdam, and Bengaluru.
The Impact
Atlassian has not only helped redefine workplace collaboration but also put Australian tech on the global map. Cannon-Brookes and Farquhar have since become advocates for renewable energy and innovation funding in Australia, further expanding their impact beyond business.
Their journey is a testament to how technical excellence, long-term thinking, and values-driven leadership can build a tech empire from the ground up.
Who Gives A Crap – Toilet Paper With a Purpose
The Idea
In 2012, Melbourne-based entrepreneur Simon Griffiths and co-founders Danny Alexander and Jehan Ratnatunga learned that 2.4 billion people globally lacked access to proper sanitation. They decided to take on the problem—using toilet paper.
To launch their social enterprise Who Gives A Crap, Simon famously sat on a toilet on a live stream and declared he wouldn’t get up until they raised $50,000 in crowdfunding. The stunt went viral, and they hit the target in less than 50 hours.
The Journey
The concept was clever: sell premium, eco-friendly toilet paper and donate 50% of profits to building toilets in developing countries. What started as an idea powered by purpose became a disruptor in the home essentials market.
The team built a brand that’s cheeky, fun, and rooted in strong ethics. Every product is wrapped in playful, colorful packaging, accompanied by witty messages and transparency about their impact.
The Impact
As of 2025, Who Gives A Crap has donated more than $11 million to sanitation projects. Their products are sold in Australia, the UK, the US, and several other regions. During the COVID-19 toilet paper shortages, they saw a surge in demand and handled it with honesty and humor—earning even more brand loyalty.
The startup proves that you can do good and do well. They’re not just selling toilet paper—they’re promoting dignity, health, and sustainability.
Common Threads: What These Startups Teach Us
While Canva, Atlassian, and Who Gives A Crap may operate in vastly different industries, their stories share several key ingredients:
- Clear Purpose: Each began with a well-defined problem worth solving.
- Authentic Leadership: Founders with strong values and long-term vision.
- Global Thinking: Though born in Australia, their ambition and scale knew no borders.
- Customer-Centric Products: Each company created intuitive, needed, and beloved products.
- Community & Culture: They’ve all fostered communities—whether users, fans, or changemakers.
Conclusion
Australia’s startup ecosystem is vibrant, resilient, and increasingly influential on a global scale. The success stories of Canva, Atlassian, and Who Gives A Crap show what’s possible when creativity, courage, and compassion collide.
These ventures started as small ideas, but through innovation and persistence, they’ve reshaped their industries—and even parts of society. Their journeys serve as blueprints for aspiring entrepreneurs, not just in Australia, but around the world.
Whether you’re building the next big SaaS solution, launching a purpose-driven brand, or just chasing a dream—Australia has proven it’s fertile ground for ideas that matter.