Discover Unique Go-To-Market Strategies on the Latest Episode of Build Mode
Build Mode returns with an insightful new episode focusing on lessons derived from innovative go-to-market strategies. In this season, Startup Battlefield editor Isabelle Johannessen interviews co-founders Jas Schembri-Stothart of Luna and Andre Peart of Untapped Solutions, offering expert insights on how to effectively reach niche customer segments. Their experiences during the 2024 Startup Battlefield competition provide a rich backdrop for the conversation.
Exploring Customer-Centric Approaches
In the inaugural episode featuring Deon Nicholas, co-founder of Forethought AI, the discussion centered around establishing a company with a customer-first mindset. In the second episode, the focus shifts to guerrilla marketing tactics that have successfully engaged two distinct target demographics: teenage girls and formerly incarcerated individuals.
Reaching Teenage Girls: The Luna Experience
Luna, a well-being app aimed at teenage girls, faced the challenge of connecting with an audience that their co-founders no longer belonged to. To bridge this gap, Schembri-Stothart and her team embarked on a tour of UK schools, gathering invaluable feedback directly from students. This initiative not only provided critical insights but also cultivated a group of brand ambassadors willing to contribute to the app’s development.
These young ambassadors became essential to Luna’s marketing strategy, creating engaging social media content and organizing activations at major events, such as Taylor Swift concerts. This grassroots approach proved to be an effective way to engage with their target market, creating a buzz around the app and establishing a solid go-to-market framework.
Untapped Solutions: Addressing Employment for the Formerly Incarcerated
On the flip side, Untapped Solutions spearheaded by Andre Peart, looks to support the formerly incarcerated through a unique platform often described as the "LinkedIn for the formerly incarcerated." Peart faced the challenge of ensuring accessibility to their services in environments where incarcerated individuals could benefit the most. To tackle this, the company heavily engaged in public speaking and established the National Reentry Coalition, culminating in a pivotal event launched in April of this year.
Their partnerships with agencies that work with approximately 600,000 individuals released from prison annually have significantly expanded Untapped Solutions’ presence. As Peart highlights, “We’re in almost every prison system. So if you’re on a tablet, you already have Untapped.” This strategic approach has contributed to an increasing visibility and adoption of their platform.
Gain Further Insights
For more detailed insights and innovative strategies from this episode, watch the video above or subscribe to Build Mode on your favorite podcast platform. If you find this content valuable, consider leaving a review, or provide feedback at [email protected].
Conclusion
Both Luna and Untapped Solutions illustrate the importance of understanding your target audience to develop effective go-to-market strategies. By engaging with their respective communities and leveraging unique marketing tactics, they serve as compelling examples in effective startup execution. Stay tuned for future episodes of Build Mode for more enlightening discussions on entrepreneurship and innovation.
