5. Land & expand is an important strategy for SwipeGuide. What are your lessons & learns from practising this go-to-market approach? We owe the success of our Land and Expand strategy to the clear and immediate impact our product makes on manufacturing operations. As we’re implemented in an organisation, we can count on the fact that employees will see these benefits and help drive adoption through WoM. Our platform then accelerates this process with features like Knowledge Sharing that facilitate the digital transfer of critical operational knowledge across a company’s lines, teams, and sites.

6. As a female founder, you work in male-dominated environments of tech startups and manufacturers. Do you experience challenges caused by gender differences? How do you overcome the challenges? Absolutely. I encounter gender bias every day, and so do all the women in our company. Authority is naturally accredited to men in the tech & engineers’ world. Staying true to myself, leaving my ego at the door, and focusing on the company results that matter is how I overcome these challenges. As a team, we embrace the concept of ‘Go Positive’. This means we use framing and focus on the change we want to see, stimulate the conversation, and contribute to awareness. Everyone on the SwipeGuide team, of all genders, embraces this concept and contributes. Moving forward, I would like to be able to coach the Swipees on my team more on how to deflect unwanted remarks and behaviours in a way that keeps their perception of self strong.

7. There is no easy path to success. What was the biggest challenge you went through, and what was your most significant achievement? It is tough to guide our organisation and people through the growing pains of scaling a young technology company. But our technology has scaled to 150 factories in 74 countries in just two years, purely based on Word of Mouth inside our customers’ factories. That’s a fantastic accomplishment. But really what I’m most proud of is the community that we’ve built around SwipeGuide. Our users take the initiative to share their experiences with our product and explain all the use-cases where we’ve added value to their operations. In a nutshell, our platform is successful, because we’ve organically grown a community of evangelists across our customer base. To me, that’s the ultimate win.