Meet Brett Johnson from SwitchedOn
Q: Can you introduce yourself and tell us about your startup, SwitchedOn?
A: I’m Brett Johnson, co-founder and CEO of SwitchedOn. Our startup has developed a mobile app that optimizes human performance by blending physical and cognitive training, all through just a mobile device.
Q: Who typically uses your app, SwitchedOn?
A: Our user base is incredibly diverse. We cater to over 20 different sports, with users ranging from youth to professional levels. The primary sports that utilize our app include soccer, basketball, and hockey. However, our application extends beyond just sports. We have medical professionals like doctors and physiotherapists using our app to enhance rehabilitation routines. It helps patients get used to the reactive and dynamic environments similar to playing sports. Additionally, it’s popular with the active aging population, as significant research indicates the app provides more brain health benefits than physical training alone.
Moreover, military personnel and first responders also use our app to train their quick decision-making skills under pressure. This feature is particularly beneficial as it supports their training even when they are alone. Thus, our app appeals to a wide range of users, not limited to athletes but extending to various sectors where cognitive and physical agility are essential.
Q: What inspired you to create the SwitchedOn app?
A: My personal experience in sports, particularly soccer, was the main catalyst for developing SwitchedOn. Throughout my sports career, I did a lot of training by myself. One major issue I encountered was the repetitive and predictable nature of these exercises. They didn’t quite prepare me for the unpredictability and decision-making required in actual game situations. Despite rigorous training, I often found it difficult to execute the same skills during matches, which was frustrating.
While playing soccer in Germany, I encountered advanced training technologies, like multimillion-dollar rooms equipped with flashing lights, known as ‘football knot’. These facilities used lights that flashed different colors, prompting players to react and perform skills like passing, simulating a game environment. This experience led me to think about how I could recreate this type of training individually.
I started by recording changing colors on a light with my phone, then trained by reacting to these cues. Surprisingly, people at the park would approach me, interested in buying the app they thought I was using. It was just a video on my phone, but this interest from others made me realize that many people faced similar training challenges. That’s when I decided to turn this concept into an actual app, leading to the birth of SwitchedOn.
Why MassChallenge?
Q: How did you become involved with the MassChallenge accelerator?
A: My co-founder and I were initially drawn to MassChallenge because of an email we received about their accelerator program. What really stood out for us was that it was an equity-free accelerator. Initially, I was skeptical because many programs claim this but later demand a stake in the company. However, MassChallenge proved to be genuinely equity-free. They offered access to various resources and even provided prizes for startups through pitch competitions and awards.
Another appealing aspect was that they had a sports-focused accelerator, which aligned perfectly with our startup’s direction. Importantly, the program was virtual, allowing us to participate without geographical constraints. Considering all these factors – its specific focus on sports, the virtual format, and the equity-free nature – it seemed like an opportunity with nothing to lose. This combination of features made us decide to apply and see where it would take us.
The Application Process for MassChallenge
Q: Could you describe the application process for MassChallenge?
A: The application process for MassChallenge was quite thorough and similar to other accelerators I’ve applied to. It involved answering a lot of questions initially about our startup, our team, some key data and financials, and the motivations behind what we’re doing. I actually started maintaining a Google Doc to keep track of the repetitive questions that are common across different accelerator applications. After the initial questionnaire, the process involved two or three rounds of online pitches to a panel of judges. Post-pitch, there would be a Q&A session where the panelists asked questions to understand our business better. Their assessments in these sessions were crucial in determining which startups were accepted into the accelerator.
Q: Was the application process competitive?
A: Yes, it was highly competitive. While I don’t recall the exact numbers, there was a significant difference between the number of applicants and those who were accepted. Reaching the final round of judging was an exhilarating experience for us. We invested a lot of time in perfecting our pitch and making sure everything was well-prepared. The competitive nature of the process made our acceptance even more rewarding.
Funding and Equity in the MassChallenge Program
Q: Regarding funding and equity, could you clarify how that worked in the MassChallenge program?
A: Yes, in MassChallenge, there was no upfront funding provided to us, nor did they take any equity from our company. However, the program did offer substantial monetary prizes. They distributed a couple of million dollars in prizes among the participants, although I don’t recall the exact number of startups in the accelerator. At the end of the program, there was a pitch competition with various prizes ranging from $25,000 to $100,000. This competition was attended by investors who judged the pitches and awarded the prizes. Participating in this pitch competition was like a no-strings-attached opportunity, on top of the resources and educational courses provided throughout the accelerator. This setup was incredibly beneficial, as it combined the advantage of potential funding without the commitment of giving up equity. It’s a bit of a hidden gem in the accelerator world, and I think more people should be aware of the unique opportunity MassChallenge offers.
Standout Aspects of the MassChallenge Program
Q: What were the standout aspects of the MassChallenge program for you?
A: The most striking aspect of MassChallenge was its structure, which I found to be uniquely founder-friendly. This approach made a significant impression on me. Another major highlight was the networking opportunities the program facilitated. Being in the sports tech space, it’s often challenging to connect with the right people. MassChallenge provided an excellent platform to meet and interact with many individuals in this niche field. The ease of connecting with different mentors and the efficiency of the dashboard they provided were impressive. These networking opportunities turned out to be one of the most valuable assets we gained from the program. The accessibility and quality of these connections were truly remarkable.
Areas for Improvement in the MassChallenge Program
Q: Were there any aspects of the MassChallenge program that you found underwhelming or in need of improvement?
A: One area of the MassChallenge program that could use some enhancement involves their educational sessions or classes on various topics. While there were some excellent sessions, I believe they could benefit from including more practical, immediately applicable content.
For instance, one particular session provided a sales script which I could immediately use and test, proving to be incredibly useful. It was valuable because it didn’t just offer theoretical knowledge, but something tangible that could be directly applied to our business without requiring additional time for learning and adaptation. Incorporating more of these practical, action-oriented sessions would greatly enhance the value of these educational components. Such sessions that provide immediate tools or strategies that can be implemented right away can be extremely beneficial for startups looking to apply new knowledge quickly and efficiently.
Impact of MassChallenge on SwitchedOn’s Growth
Q: Do you attribute your current growth and development to participating in the MassChallenge program?
A: Yes, our current phase of growth and expansion can be significantly attributed to our experience in the MassChallenge program. Initially, our main challenge was transitioning from a direct-to-consumer (B2C) mobile app to also engaging with businesses and organizations (B2B). We recognized the demand but weren’t quite sure how to effectively approach this expansion. The guidance we received from the mentors in the program was crucial. They helped us navigate this new territory, and their advice played a significant role in our business growth. Additionally, the relationships we built with investors during the program have been invaluable. These connections and insights gained from MassChallenge have been instrumental in reaching the stage we are at now.
Expansion of Professional Network Through MassChallenge
Q: Has MassChallenge helped expand your professional network, particularly in terms of connecting with venture capital firms or angel investors?
A: Definitely, MassChallenge significantly expanded our professional network, especially in the realm of sports tech. Many of the events organized by MassChallenge were attended by investors and venture capitalists specializing in sports technology. These events provided us with the opportunity to connect with them, which has been invaluable. Moreover, the extensive list of mentors available through MassChallenge played a crucial role in broadening our network. Several of my mentors introduced me to various venture capitalists and investors. This expansion of our network has been a major advantage of participating in MassChallenge, enabling us to establish connections that are vital for the growth and development of our startup.
Ongoing Support from MassChallenge Post-Acceleration
Q: How has your relationship with MassChallenge evolved post-acceleration, particularly in supporting your upcoming milestones?
A: Post-acceleration, our relationship with MassChallenge continues to be supportive, particularly through the connections with mentors. I regularly keep in touch with several mentors I met during the program. They have been incredibly helpful, always available for advice or assistance when needed. Interestingly, MassChallenge recently reached out with an opportunity for an alumni pitch competition, offering financial awards to alumni who did not receive any during the actual accelerator program. This initiative is a testament to their ongoing commitment to support startups even after graduation from the program. It’s quite remarkable and exciting that they continue to provide these opportunities, fostering a lasting and beneficial relationship with their alumni.
Advice for Applying to MassChallenge and Other Accelerators
Q: What advice would you give to someone considering applying to MassChallenge or other accelerators?
A: My key piece of advice is to ensure that the accelerator you choose aligns well with your startup’s stage and sector. It’s crucial to pick an accelerator that matches your specific needs and has expertise in your industry. For us, seeking advice on a particular business aspect and requiring experience in the sports tech space were important criteria. Regarding MassChallenge specifically, its structure is very founder-friendly. It creates a scenario where there’s nothing to lose for participants. If MassChallenge offers a track or sector that fits your business, I would highly recommend applying. It’s an opportunity that can significantly benefit founders, providing the right resources, mentorship, and network to propel your business forward.