The startup world is a relentless engine of innovation, but launching a groundbreaking idea is only half the battle. The real challenge, often, lies in connecting with the right audience – especially when that audience is as unique as a group of teenage girls or individuals re-entering society.
TechCrunch’s "Build Mode" podcast, in its latest season, is pulling back the curtain on these critical go-to-market (GTM) strategies. In a recent episode, Startup Battlefield editor Isabelle Johannessen sat down with Jas Schembri-Stothart, co-founder of Luna, and Andre Peart, founder of Untapped Solutions. Both founders, having recently participated in the 2024 Startup Battlefield competition, shared their hard-won lessons on navigating the often-treacherous waters of reaching niche customer segments.
This isn’t just about abstract business theory; it’s about real-world experiments, sometimes unconventional, that yielded tangible results. While a prior episode with Forethought AI’s Deon Nicholas delved into building a truly customer-first company, this installment zeroes in on the ‘how’ – the guerrilla tactics and bold experiments that proved successful in connecting with two vastly different, yet equally crucial, target demographics.
Luna: Winning Over the Next Generation with Authenticity
For Luna, a well-being app designed specifically for girls, the GTM challenge was immediate and profound: the founding team was no longer in the target demographic themselves. As Jas Schembri-Stothart candidly put it, the co-founders were "neither teenage girls anymore." This presented a significant hurdle in understanding the nuanced needs, desires, and communication styles of their intended users.
Rather than relying on assumptions or broad market research, Luna adopted a refreshingly direct and immersive approach. The team embarked on a mission to connect with their target audience in their own environment. They toured UK schools, engaging directly with students. This wasn’t a sterile focus group; it was an open forum where Schembri-Stothart and her team were prepared to be challenged, to be questioned, and to receive unfiltered feedback.
"Basically getting grilled by students" might sound daunting, but it was precisely this direct engagement that proved invaluable. The students offered “harsh but clear feedback,” not just about the app’s potential but also about their genuine interest in contributing to its development. This feedback wasn’t just passively received; it was actively incorporated, leading to a powerful form of organic user-generated growth.
These engaged students quickly transformed into a potent force of brand ambassadors. They weren’t just users; they became an integral part of Luna’s GTM engine. These ambassadors fell into two key roles: the "behind the scenes queens" who lent their insights and ideas to the app’s development, and the creators who produced engaging social content to promote Luna. In essence, they formed a decentralized, highly effective marketing and development team, deeply connected to the core user base.
This empowered student-led initiative extended to real-world activations. Recognizing where their target audience congregated, Luna and its young ambassadors strategically set up presence at major events like Taylor Swift concerts. These were not random choices; these were calculated moves to reach a significant concentration of teenage girls in a context where they were already receptive to cultural trends and engaging experiences.
This approach highlights a crucial lesson: authenticity and co-creation can be powerful drivers of success, particularly when targeting younger demographics. By involving them in the process and empowering them to become advocates, Luna bypassed traditional marketing hurdles and built a genuine connection that resonated deeply.
Untapped Solutions: Bridging the Digital Divide for a Second Chance
Andre Peart’s Untapped Solutions faces a fundamentally different, yet equally critical, GTM puzzle. Billed as "the LinkedIn for the formerly incarcerated," the platform aims to equip individuals transitioning back into society with the tools and opportunities needed to secure meaningful employment. The challenge here wasn’t a lack of desire for employment, but rather the systemic barriers that often prevent access to technology and relevant resources.
The core problem Peart had to solve was ensuring the platform could reach individuals where they are – often within correctional facilities or in community settings where technology access might be limited. This meant Untapped Solutions couldn’t simply build a great app and expect users to find it. It needed to proactively embed itself into the existing infrastructure and networks that serve this population.
In a sector largely underserved by tech solutions, Untapped Solutions took a multifaceted approach. A significant part of their strategy involved hitting the "speaking circuit hard." This meant engaging with stakeholders, policymakers, correctional facility administrators, and advocacy groups. By consistently articulating the value proposition of Untapped Solutions and its potential to reduce recidivism and improve lives, Peart and his team built crucial relationships.
Furthermore, Untapped Solutions recognized the need for a centralized hub to foster collaboration and advocacy. They initiated their own National Reentry Coalition and launched their own dedicated event. This event, which kicked off in April, serves as a vital platform for bringing together key players in the reentry ecosystem, fostering dialogue, and driving progress. This proactive initiative not only raised awareness but also created tangible opportunities for networking and partnership.
The impact of these efforts has been significant. Through strategic partnerships with agencies that support the approximately 600,000 individuals released from prison annually in the US, Untapped Solutions has achieved remarkable ubiquity.
As Peart proudly stated, "We’re in almost every prison system." This isn’t an exaggeration. The platform is now accessible to individuals even within correctional facilities, particularly through tablets that are increasingly being deployed. "So if you’re on a tablet, you already have Untapped." This level of integration is a testament to their persistent GTM strategy, focusing on accessibility and strategic partnerships rather than relying on traditional consumer marketing channels.
Lessons for All Founders
The journeys of Luna and Untapped Solutions, while distinct, offer profound insights for any startup founder aiming to reach a specific audience. The common threads are clear:
- Deep Audience Understanding is Non-Negotiable: Don’t assume you know your audience. Immerse yourself, listen actively, and be prepared to be challenged. For Luna, this meant direct engagement with teenage girls. For Untapped Solutions, it meant understanding the complex ecosystem of correctional facilities and reentry services.
- Authenticity Builds Trust: Both companies prioritized genuine connection. Luna empowered its young users to become creators, while Untapped Solutions built trust through consistent advocacy and partnership.
- Go Where Your Audience Is: This might mean physically visiting schools, attending industry conferences, or integrating your solution directly into existing systems. Untapped Solutions’ presence in correctional facilities is a prime example.
- Empower Your Users and Advocates: Turning users into active participants in your GTM strategy can create a powerful, organic growth engine. The "behind the scenes queens" and social content creators for Luna exemplify this.
- Strategic Partnerships are Key: For B2B or community-focused ventures, forging strong relationships with relevant organizations can unlock access and scale. Untapped Solutions’ work with reentry agencies is a prime illustration.
- Innovation in GTM is Crucial: Don’t be afraid to experiment with unconventional tactics. "Guerrilla tactics" aren’t just for marketing departments; they are essential for founders facing unique challenges.
The "Build Mode" episode featuring Jas Schembri-Stothart and Andre Peart offers a wealth of practical advice, moving beyond theoretical frameworks to showcase actionable strategies that have made a real difference. Whether you’re targeting the next generation of consumers or serving a population often overlooked by mainstream solutions, their stories are a masterclass in creative and effective go-to-market execution.
For anyone interested in the intricate dance of bringing a startup to life and connecting it with its intended audience, diving into the full episode is highly recommended. It’s a reminder that with the right blend of insight, empathy, and strategic persistence, even the most challenging GTM landscapes can be navigated successfully.