Introducing Dream Agility and Elizabeth
Q: Can you briefly introduce yourself and provide an overview of Dream Agility?
A: Hi, I’m Elizabeth Clark, the CEO and founder of Dream Agility. We’re a martech company located in Ramsbottom, England, in the northern region. Despite being an unconventional spot for a tech company, we proudly call it Silicon Rammy, aiming to be a tech hub driving growth across Europe, all from our little village headquarters.
Q: How did the idea for Dream Agility come about?
A: It was a bit of serendipity. I initially set out to build a multi-sided platform for retail but pivoted when Google introduced Google Shopping in 2012, a relatively unknown concept at the time. Managing significant paid search accounts, my husband was equally intrigued. Still, he received feedback from industry giants like Marin, Kenshi, and EF (now at Adobe) that adapting to Google Shopping required a complete overhaul of existing architecture and significant financial investments. Instead of viewing it as a deterrent, I saw an opportunity in this challenge, and that’s how the idea for Dream Agility was born.
Why Plug and Play?
Q: Why did you opt for Plug and Play as your accelerator?
A: Well, when you invent something, you’re unsure if it’s a game-changer or not. Seeking external validation, we entered a competition, won it, and got a spot at TechCrunch. However, being a complete unknown in the startup scene posed challenges in applying for accelerators—nobody wants that. While at TechCrunch, representatives from Galleries Lafayette, impressed with our retail application, introduced us to Plug and Play in Paris. They had an intriguing retail accelerator that aligned with our focus and presented a compelling opportunity.
Q: Can you walk us through the application process for Plug and Play? Was there an online application?
A: Yes, there was an online application. After connecting with Plug and Play representatives at TechCrunch, they advised us to apply. So, we went ahead and applied. Importantly, crafting a compelling backstory was a key aspect of the application. We believed in setting ourselves apart, igniting imagination, and giving potential collaborators a reason to engage with us.
Q: What elements did you emphasize in your application to stand out?
A: Our application wasn’t just about the idea; tangible results backed it. We focused on showcasing our immediate sales, emphasizing that our received investment was tied to actual sales. Our approach was rooted in proving the concept with real customers from the outset. Furthermore, we highlighted our ongoing success with case studies, providing concrete evidence that our solution wasn’t just a promising idea but a reality-making stride in the market. This combination of a compelling backstory and real-world results set us apart in the application process.
A Day in Plug and Play, Paris
Q: Could you describe a typical day during the Plug and Play program in Paris?
A: Our routine at Plug and Play in Paris was three days a week on-site. The location was right in the center, surrounded by massive brands, though their doors were deceptively plain. We would be informed about brands visiting, giving us the chance to pitch our product. This included preparing, looking at our product’s relevance to their needs, and compiling a compelling pitch. The program also offered mentoring and connections to legal advisors.
Q: What unique experiences did you gain during your time in Paris?
A: Being in Paris provided valuable insights into cultural and business practices. Conversations with legal advisors highlighted challenges in French employment law, a lesson echoed by other French companies. The accelerator exposed us to the intricacies of living and working in France and offered a reality check on the cultural differences, including work hours, accommodation preferences, and the local business environment.
Q: Did you receive funding as part of the Plug and Play – Paris program?
A: No, funding wasn’t a direct component of the program. However, the program itself didn’t incur any costs for us. Unlike some accelerators in the UK that often demand a percentage of your business or employ unconventional financial arrangements, Plug and Play in Paris didn’t follow that model. Given the current investment landscape, where there’s limited funding but a lot of noise about investment opportunities, having a strong sales focus becomes crucial. Plug and Play, with its extensive network of quality investors, can facilitate introductions for those seeking investment. While funding wasn’t our primary focus, the program’s technical aspects, along with the emphasis on retail and business development, made it a valuable experience for us.
The Experience Plug and Play – Paris
Q: What were the most appealing aspects of the Plug and Play Paris program?
A: The program’s appeal extended beyond the location, although being in Paris was certainly a plus. One of the most invigorating aspects was the vibrant startup community. Coming from Ramsbottom, where tech options are limited, being surrounded by startups focused on retail tech was a breath of fresh air. It created a community of like-minded individuals, all striving for success. The environment was particularly dynamic due to Galleries Lafayette undergoing significant restructuring, shedding management, and actively seeking new technologies.
Q: What is the current status of Dream Agility post-accelerator, and do you see a correlation between your journey through the accelerator and where you are now?
A: Our post-accelerator journey has been marked by avoiding costly mistakes that some companies encountered. For instance, a company we know took substantial investment and faced challenges. In 2018, we experienced a setback when Google introduced a new product without warning, impacting our company. However, since then, we’ve been self-funded, opting not to seek external investment. We’ve chosen a path of profitability, making a good profit each year and planning to enter a sale in the next two years.
Advice for Accelerator Applicants
Q: What advice would you give to individuals considering applying to Plug and Play or any other accelerator?
A: Participate in competitions, craft a compelling backstory, showcase an intriguing product, and emphasize why your offering stands out. Wholeheartedly believe in what you’re doing, as genuine passion resonates more than anything else. Be proactive, ensure a strong narrative, and, most importantly, focus on making sales. Passion and a compelling story can often be more persuasive than any polished presentation. So, be yourself, be enthusiastic, and let your belief in your product shine through.