Beyond growth hacks: real stories of reaching untapped markets
Luna co-founder Jas Schembri-Stothart and Untapped Solutions founder Andre Peart share how they cracked go-to-market for audiences most startups avoid. In this episode of Build Mode, they reveal the guerrilla tactics, trust-building strategies, and creative experiments that helped them reach teenage girls and formerly incarcerated workers—from crashing Taylor Swift concerts to keynoting re-entry conferences.
Chapters: 00:00 Intro
03:15 Getting Grilled by Teens: Luna's School Roadshow
05:04 The Ambassador Army That Designed the App
06:11 When Teen Content Goes Viral on TikTok
07:32 Untapped's Origin: From Prison to Building Solutions
11:03 The Power of Storytelling in B2B Sales
14:02 Navigating Data Privacy with Sensitive Populations
15:29 The Challenge of Dual Audiences: Teens and Parents
17:43 Why Word of Mouth Beats Any Ad Campaign
19:41 The Taylor Swift Concert That Almost Got Shut Down
22:15 Key Takeaways for Any Founder
22:41 Field Notes: Creative Go-to-Market from the Community
New episodes of Build Mode drop every Thursday. Isabelle Johannessen is our host. Build Mode is produced and edited by Maggie Nye. Audience Development is led by Morgan Little. And a special thanks to the Foundry and Cheddar video teams.
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The 7-Failure Rule: How Forethought AI Found Product-Market Fit with Co-Founder Deon Nicholas
Forethought AI co-founder Deon Nicholas shares how he built a company that puts customers (not hype) at the center. In this episode of Build Mode, he unpacks his “7-Failure Rule,” the early experiments that shaped Forethought’s success, and why conviction should always come from your users, not your investors.
Chapters:
00:00 Intro
01:23 The Founder Journey: Adapting Every 6-9 Months
05:33 From AI Research to Solving Business Problems
11:12 Finding Your Customer: The Importance of User Conversations
18:22 Building Demos and Landing First Paying Customers
25:12 The Seven Failure Rule for Product Market Fit
30:38 Preparing for and Winning TechCrunch Disrupt
35:16 The Reality of Fundraising and Chasing Metrics
39:07 Navigating Competition in Customer Service AI
43:03 Stepping into Chairman and What's Next
44:57 Outro
New episodes of Build Mode drop every Thursday. Isabelle Johannessen is our host. Build Mode is produced and edited by Maggie Nye. Audience Development is led by Morgan Little. And a special thanks to the Foundry and Cheddar video teams.
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Product, Meet Market
Build Mode is TechCrunch's newest podcast, hosted by Startup Battlefield Editor, Isabelle Johannessen. This season we’re talking with founders and VCs sharing hard-won lessons on getting to market—the right way, the hard way, and the creative way.
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Introducing Build Mode
TechCrunch is launching a new podcast Build Mode, which brings candid startup wisdom from the people who build, break, and build again. Build Mode is hosted by our very own Startup Battlefield Editor, Isabelle Johannessen who is joined by founders, investors, and operators to dig into the uncomfortable truths about startup life. Think cap table drama, co-founder breakups, and pivot panic. Wherever you are in your startup journey, this podcast will be your field guide. Season 1 is launching November 13.
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Saying goodbye to Found where we started
This is our last episode of Found so we wanted to share where it all started. Please enjoy our very first episodewith Jordan Crook and Darrell Etherington interviewing Iman Abuzeid from Incredible Health. Please be sure to check out the other TechCrunch podcast: Equity And if you find yourself missing Found, you can always go back into the archives at techcrunch.com/found.
On Build Mode, TechCrunch's Startup Battlefield Editor Isabelle Johannessen cuts through the startup mythology to uncover how founders survive the brutal early days, navigate impossible funding landscapes, and somehow keep their companies — and sanity— intact. Each season, Isabelle is joined by founders, investors, and operators to dig into specific aspects of the startup journey, from creative go to market strategies to founder mental health. The interviews are full of candid startup wisdom—think cap table drama, co-founder breakups, and pivot panic. So, if you’re starting a company or or even just thinking about it, this is your survival guide.
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