1. Which world-problem is your startup trying to solve and how did you come up with the idea?

Dipsta is a web and app platform that enhances the search, discovery and engagement experience between consumers and independent and local businesses, by using gaming features to offer consumers an enticing, fun and hassle-free experience while using a relevant and targeted search algorithm to improve online visibility of SMEs.

My ambition for Dipsta is to empower SMEs with a platform that provides an equal playing field with relevance based visibility rather than budget based search (unlike SEO and paid search which use budget driven ranking and visibility). I also think that to truly convince consumers to support local and independent businesses, we need to improve the consumer experience and value proposition and earn their voluntary attention without spam, which is why Dipsta emphasise on gamification and a simple, spam free and hassle-free user experience. I believe Dipsta could bring about a real positive change to the independent business scene across the UK and beyond.

My family has a bed and breakfast business in Shakespeare’s birthplace of Stratford-upon-Avon (Moonrakerhouse.com), and I have seen first-hand the challenges of being visible online for small independent businesses. I also know that most visitors enjoy the bed & breakfast experience as opposed to a hotel chain when they visit such a place but often go with “what they know” due to the more sophisticated marketing and incentive programmes that the bigger brands and chains are able to run. I want to create a platform that will raise the game (pun intended!) for the independent and small businesses, in the area of online visibility, location and relevance based search and gamification marketing capabilities.

2. Did you find the funding exercise manageable or a nightmare? Tell us when you felt there was a real breakthrough.

We are early stage so have yet to go through serious rounds of fundraising. Maybe ask me again next year! I think it’s fairly easy in the UK to raise the initial starter pot of money, as the UK has extremely advantageous tax incentives for angel investors through the SEIS/EIS arrangements. We were able to start on a private pot and have also toyed with reward-based crowdfunding on Indiegogo. We were able to reach our target during the highly competitive Christmas period (tip: try to avoid crowdfunding around Christmas as people are too distracted and they need to spend money on presents and they are skint after Christmas! – We managed to create rewards as Christmas gift ideas).

It’s too early for us to talk about breakthroughs in fundraising at this point in time.

3. With the startup growth, are you noticing a corporate culture evolution? And if yes, what are the tangible signs of it?

I have in recent months taken on some graduates interns and have been approached by universities to consider apprenticeship programmes. So yes, it is starting to change the dynamics of the team as I now also need to be aware of my role as mentor and creating learning objectives for the people I take on. Although, again, it’s too early to speak of a “corporate culture” at Dipsta. If anything I don’t want to have a corporate culture for as long as possible, as I am keen to have a flat structure and encourage a lot of independent thinking and initiative taking.

4. If you could go back a few years, what would you do differently? Do you think that what you would have done differently applies only to your startup, or could be a one-fit-all advice for other digital startups?

I would spend less time tinkering with my MVP and get out there sooner to test the product-market fit. I think this is probably true to some other start-ups.

5. Of all the marketing activities you have done (events, competitions, articles, advertising, crowdfunding, etc), what do you think gave the best return of exposure and why?

Events by a long mile. We had some successful local launches in collaboration with local festivals. Whereby Dipsta enlists local independent shops to run promotions on the Dipsta platform, and visitors to the festival can use Dipsta to discover local gems and special offers during and after the festival. The event organizers also benefit from our involvement as we bring extra interests, activities, interactions and social media contributions. I will continue to evolve this strategy for the remainder of the year and further refine our value propositions to businesses, consumers and organizers.

Writing and contributing to articles, interviews, blogs and speaker events are also great. For example, I spoke at General Assembly as a guest of Indiegogo about crowdfunding and met an extremely supportive mentor and supporter. I spoke at Warwick Business School and met some of my best interns.

6. 50% of all startup do not make it past 5 years and close. 53% aim to sell, ideally to larger corporations. 46% of the founders start a new one, sometimes on the ashes of the previous one. And 16% aim to launch an IPO. If you could fast-forward in the future, what do you think will realistically happen to your company?

I see potential opportunities in partnering with local councils or business districts, travel service providers and mobile phone makers to promote geo-location based search to enhance the discovery of, and engagement with local businesses. Further down the road, perhaps a trade sale would be a good exit in order for Dipsta to benefit from the expertise, synergies and networks of a larger player in the space of e-commerce, digital marketing, gaming or search.

Read the article now “Nature vs. Nurture: Are Startups All the Same?“

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