Where and when? Those are the two key questions organisers ask themselves when they want to run an event. Soon, if Lucinda Kelly has her say, the answers to both will be at the touch of a button.
Coming through NDRC’s LaunchPad programme in 2016, Kelly’s Popertee exploded out of a simple idea, a couple of slides and a thirst to run a business.
Now, already employing seven full-time staff, Popertee is flying the nest and heading to London where Kelly plans to make her startup even more of a success.
“I always wanted my own business,” said Kelly. “I had an idea and I came to NDRC’s LaunchPad programme. It was all borne out of there.”
Under the guidance of NDRC Venture Investment Leader, David Scanlon, Kelly said she learned about product and marketing, customer validation, fundraising, networking and things as simple and crucial as ‘how to set up a business’ throughout LaunchPad.
“NDRC was amazing,” she said, with Popertee closing a seed round of €500,000 since graduating through the programme in 2016.
Popertee originally aimed to provide an online outlet where marketing agencies could seek out pop-up opportunities for their various event requirements.
However in recent months the company has shifted, now developing location intelligence and building out AI tools that will help match both parties in seeking the perfect space.
‘I always wanted my own business. I had an idea and I came to NDRC. It was borne out of there’- Lucinda Kelly, CEO, Popertee
Soon it will be capable of measuring the impact of campaigns for experiential marketing, pop-ups, events and brands looking to test markets on a short-term basis and have deeper insights on performance. event planning, agencies and venues, but in a more accurate way.
This, essentially, means Kelly is working on a tool to help companies find locations that suit accurate, targeted demographics: venues ideal for younger males, locations perfect for an older, more mixed audience etc. The tool will also allow brands to measure the impact of their pop-up campaign.
Recently, Popertee was recognised as the ‘Best Creative Retail Start-up’ at the Bank of Ireland Start-up awards in addition to winning first prize in the Wayra UK pitch contest at the TechConnect Live showcase at the RDS.
It was the latter award that set Kelly and her company on a path towards London.
“Most marketing agencies are in the UK, so it’s a bigger market for us,” said Kelly, whose background in Paddy Power helped build a business acumen that has seen her company emerge, expand and emigrate all in a short space of time.
Kelly hopes to establish a presence in London by the end of 2017, with New York, and additional funding, the next targets.