The European Startup Show Anita Moorthy

Did you know that only 14% of what we put in recycling bins actually gets recycled?
Well, my guest today is Mikela Druckman Founder & CEO of Greyparrot whose mission is to improve recycling efficiency using AI.
Founded in 2019, Greyparrot has been recognized as being one of the “Hottest Climate Tech Startup” and has also been awarded by CB Insights as Top AI 100 most promising companies globally. I really enjoyed my conversation with Mikela - I learnt everything from how AI can be used to digitize waste to her process of finding focus early on to her plans for taking maternity leave this summer. If you ever doubted if you can start your business and have a family, you should definitely listen to this podcast!

Do we really need yet another marketing tool given the overcrowded Martech (marketing tech) space? That was the big question on my mind when I sat down to talk to Andrus Purde about his latest startup, Outfunnel. Andrus was head of marketing at Pipedrive and had worked at Skype and so was no stranger to building great startups, but how do you do this in a mature market? In this episode, Andrus talks to me about his process: from his detailed interview process and how to analyze hundreds of unstructured conversations to his go-to-market strategy for building a niche product in a crowded market. Outfunnel is trying to solve the big problem of marketing and sales alignment for SMBs and Andrus shares his perspective on how organizations can do this better.

My guest today is Dan Garrett, the CEO, and co-founder of Farewill. Farewill is UK’s largest Will writer, accounting for 1 in every 10 Wills written. How did Dan, someone with a design background end up re-inventing the death industry? And more importantly why? In our conversation I found out more about the death industry and how Dan uses technology to make death-related services more approachable and human and in the process has created one of the fastest-growing startups in the UK.

When you are thinking about your go-to-market strategy, when should you go direct and when should you build a partner strategy? My guest today is Malhar Kamdar, the Chief Ecosystem Officer at Celonis who sat down with me to talk about how Celonis thought about their ecosystem strategy - when they decided to double down on it; what makes for a successful ecosystem strategy; how to structure it and how to measure it.

My guest today is Andy Young. Andy is a man of many talents or as he says “startups Swiss army knife”. Andy launched the UK and Ireland operations for Stripe and grew it from a handful of customers to major brands across the region. After that Andy served as advisor to several VCs, including at Entrepreneurs First where he was VP of Growth and Marketing.

In this episode, I ask Andy to explain what growth marketing really means, how he did this at Facebook, and how entrepreneurs need to think about it and how they should hire for it.

Joyce provides early-stage companies with strategic and operational CFO services to prepare the companies for predictable growth, fundraising, and global go-to-market success. Prior to Pegafund, Joyce was an advisor, investor, and board member of European and US B2B software companies including being an early growth investor at Columbia Lake Partners, a Bessemer-backed European debt fund. In this episode, I ask Joyce about what metrics are important to track at different stages of the company and how to use data and metrics to guide big decisions like global expansion. Joyce also shares the 3 ingredients for a successful fundraiser and the most common mistakes she sees founders make in that process.