Key Learnings from pivoting at Martee Ai: Insights from Co-Founder Lucy Adams

Welcome back to The Pivot Sessions! This week, we're diving into the incredible journey of Martee Ai, a company that made a significant pivot in its business model. 

Lucy Adams , co-founder of martee ai , shares her experience and key learnings from this transformative process. 

Here are the highlights and crucial insights from our conversation with Lucy.

1. Embrace the journey to understand the problem

Lucy began her career in human sciences and public policy before transitioning into the startup world - being one of the first employees at Weezy (sold to Getir ) and Entrepreneur in Residence at Zinc .

Her journey with Martee Ai started with an initial idea inspired by a government initiative to halve obesity by 2030.

The original concept involved micro-stores, similar to advanced vending machines, selling healthy snacks and meals. 

They quickly scaled to ten sites across London but faced significant challenges with waste management and stock availability.

Key Insight: Sometimes, you need to experience the problem firsthand to understand the core issues deeply. The operational challenges with the micro-stores highlighted the need for a more sustainable solution, leading to the development of demand forecasting tools.

2. Recognise when to pivot

The decision to pivot wasn't immediate. 

Despite some initial success with their micro-stores, Lucy and her co-founder Harry faced substantial challenges when it came to raising investment. 

It was this - the realisation that their current model wasn't scalable or attractive enough to investors - that pushed them to reconsider their approach. 

They began developing demand forecasting models, which proved to be effective in reducing waste and improving availability.

Key Insight: Pivoting is not a sign of failure but an opportunity to find a more viable and impactful path. Recognise the signs—in this case: difficulty fundraising and chunky operational inefficiencies—and be open to change.

3. Validate the new direction

Before fully committing to the pivot, the team at Martee Ai did their due diligence through some pretty extensive market research, speaking to over 70 other food businesses. This research validated the widespread need for better demand forecasting in the food sector, giving them the confidence they needed to shift focus.

Their decision to shift direction was even further validated by securing a term sheet from a VC within eight weeks of pivoting… Pretty astonishing given the current climate! 

Key Insight: Don’t scrimp on the validation phase, do your research! Spend time with potential customers and industry experts to really get to the nut of the problem and make sure there is real and genuine demand for what you’re building. 

4. Strong communication and team alignment

Throughout the transition, clear communication within the team was crucial. 

Lucy emphasised the importance of structured meetings, like their Monday morning team breakfasts, to ensure everyone was aligned and understood the reasons behind the changes.

Key Insight: Regular, transparent communication helps keep the team aligned and motivated. Establishing consistent forums for discussion and feedback ensures everyone is on the same page and shows there is an open door for input. 

5. Overcome psychological barriers

One of the toughest challenges for Lucy and the team was overcoming the psychological barrier of stepping away from the initial retail concept, especially given their personal and professional investment in it. 

Lucy noted the importance of not seeing a pivot as a failure but as a proactive, strategic move to better achieve their mission.

Key Insight: Changing direction can be emotionally challenging, but it's essential to focus on the bigger picture and long-term goals. Embrace the pivot as a strategic decision rather than a setback.

6. Leverage investor support

There can sometimes be a lot of pressure to focus on the successes with investors, but Lucy spoke of how she leveraged the support and experience of their investors and advisors through the process. Being transparent about challenges and seeking advice can be incredibly beneficial.

Key Insight: Maintain open communication with investors. They can offer valuable insights and support, especially during pivotal transitions.

Wrap-up

The journey of Martee Ai, from micro-stores to demand-forecasting software, underscores the importance of adaptability and continuous learning in the startup world. 

Lucy Adams' experience offers valuable lessons on recognising when to pivot, validating new directions, maintaining strong communication with your team, overcoming psychological barriers, leveraging investor support, and fostering a culture of continuous improvement.

For more insights and to follow Martee Ai's journey, visit their website at martee.ai or reach out to Lucy directly at lucy@martee.ai.

Stay tuned for more inspiring stories and practical advice in our upcoming Pivot Sessions.

Speak soon!

Lucy