United Kingdom
Was a personal safety app designed to give people peace of mind on the go - think Aerodome or Deep Sentinel, but mobile-first and on the go. Led product development, user research, and early growth efforts, exploring partnerships with local councils and private security firms. Our goal was to create a real-time “panic button” experience backed by live tracking and rapid response. We built and tested a functional MVP, but paused development after confronting the deeper challenges of trust, regulations and scale.
Was an online used car marketplace built for trust, transparency and vertical integration. Think Carvana - handled everything from sourcing and inspection to delivery. What started as peer-to-peer, led to us building full stack infrastructure to inspect, recondition and deliver vehicles - a model that was a couple of years ahead of local competitors. Though we ultimately shut down, the playbook we developed ended up influencing others who used similar copy and processes. Learnt how hard it is to digitise messy, offline categories - and how powerful it is when you get it right for the customer. We were a bit too early - but not wrong.
Was a hyperlocal delivery startup focused on groceries and essentials - built before pandemic made it mainstream. Founded and led product, ops and hiring. We didn’t go the distance, but margin stack and unit economics were lessons learnt that are still carried today. Didn’t raise, didn’t exit, but earned the bruises of building something hard - and saw our ideas reappear in later winners.