Construct Mode is again with one other episode! This season is highlighting classes discovered from the world of go-to-market methods. Startup Battlefield editor Isabelle Johannessen sat down with Luna co-founder Jas Schembri-Stothart and Untapped Solutions founder Andre Peart for his or her distinctive views on reaching area of interest buyer segments following their very own candidacy through the 2024 Startup Battlefield competition.

If our first episode, with Deon Nicholas, co-founder of Forethought AI, we explored what it takes to create a company with a customer-first approach. And in our second episode, we’re diving into guerrilla techniques and experiments that labored in reaching two very totally different goal audiences: teenage ladies and previously incarcerated staff. 

For Luna, which is a well-being app for ladies, the issue in reaching that viewers was clear: Neither co-founders have been teenage ladies anymore. To get the suggestions and insights they wanted, Schembri-Stothart and her staff toured U.Okay. faculties, “principally getting grilled” by college students and getting harsh however clear suggestions and even curiosity in serving to construct their app. They in flip grew to become the start of a swarm of name ambassadors, who have been each “behind the scenes queens” engaged on the app itself and creators making social content material to advertise the app, turning into a go-to-market staff of their very own and organising activations at main occasions like Taylor Swift live shows, the place they knew their target market could be gathered en masse.

Untapped Options had a special problem. Because the “LinkedIn for the previously incarcerated,” Peart needed to discover a solution to ensure that the platform might truly be deployed into the various locations the place at the moment or previously incarcerated people might entry it as a way to assist them attain employment. And to try this, in an area largely untouched by tech options, they hit the talking circuit onerous, and even started their very own Nationwide Reentry Coalition and their very own occasion, which kicked off this April. That, alongside partnerships with businesses working with the 600,000 individuals launched from jail yearly, has led to an growing ubiquity. 

“We’re in nearly each jail system,” Peart mentioned. “So should you’re on a pill, you have already got Untapped.” 

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