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Please try again later.",[],{"sys":"9608"},"vBEAmCPkQZYHVfK98DEeX","2023-06-21T09:16:19.046Z",{"sys":"9609"},{"sys":"9610"},"GENERIC_MESSAGE","Something went wrong, please try again.",[],{"sys":"9611"},"5BJaPjMLhktMbyZsNhwPPS","2023-09-19T05:02:27.366Z",{"sys":"9612"},{"sys":"9613"},"ERROR_JOBLEVEL_REQUIRED","The Job level/seniority is required.",[],{"sys":"9614"},"zuwxxnWQZX0c0hcvknoNN","2023-09-19T05:03:35.221Z",{"sys":"9615"},{"sys":"9616"},"ERROR_INVALID_JOB_LEVEL","The Job level (Seniority) does not exist.",[],{"sys":"9617"},"6NlQkPrzzwy6ICvYrVaoHw","2023-09-20T12:15:50.368Z",{"sys":"9618"},{"sys":"9619"},"ERROR_AWA_PERCENTILE_OUT_OF_RANGE","The AWA percentile is out of range. Must be 0 to 100",[],{"sys":"9620"},"5GDdtfqdq2aA3osPZfZD3I","2023-09-20T12:17:49.823Z",{"sys":"9621"},{"sys":"9622"},"ERROR_AWA_SCORE_OUT_OF_RANGE","The AWA score is out of range. Must be 0 to 5000",[],{"sys":"9623"},"78l66KSyyJsJx9WImik6jP","2023-09-20T12:18:13.441Z",{"sys":"9624"},{"sys":"9625"},"ERROR_BROCHURE_TYPE_REQUIRED","The Brochure type is required. int (0 to 3)",[],{"sys":"9626"},"2ydt6JhwDcivqNi1F9u3yf","2023-09-20T12:18:38.457Z",{"sys":"9627"},{"sys":"9628"},"ERROR_ACADEMIC_INST_REQUIRED","The Academic institution field is required.",[],{"sys":"9629"},"3qm2O47nBATX73ivGgYoTF","2023-09-20T12:19:05.144Z",{"sys":"9630"},{"sys":"9631"},"ERROR_CITY_MAX_LENGTH","The city value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9632"},"34knb5Yu3QM1UpGN3EC7sn","2023-09-20T12:19:27.801Z",{"sys":"9633"},{"sys":"9634"},"ERROR_COMMENTS_REQUIRED","The Comments, Notes are required.",[],{"sys":"9635"},"4J95oJXFYo3j8KJxxNOXB","2023-09-20T12:19:52.554Z",{"sys":"9636"},{"sys":"9637"},"ERROR_COMPANY_MAX_LENGTH","The company value exceeded the maximum of 50 characters allowed.",[],{"sys":"9638"},"6JePrdEqMxj66PCKoyhRVX","2023-09-20T12:20:18.034Z",{"sys":"9639"},{"sys":"9640"},"ERROR_COMPANY_REQUIRED","The Company field is required.",[],{"sys":"9641"},"1rc0WLhV6AZQZfNKi8I6Bb","2023-09-20T12:20:42.901Z",{"sys":"9642"},{"sys":"9643"},"ERROR_CV_FILE_REQUIRED","The CV documents file is required.",[],{"sys":"9644"},"44BVAs2HnSzmJ8K5228DCY","2023-09-20T12:26:09.470Z",{"sys":"9645"},{"sys":"9646"},"ERROR_EASCORE_OUT_OF_RANGE","The EA Score value is out of range. Must be 0 to 5000",[],{"sys":"9647"},"66LiWDiTBxawKb37aduKAr","2023-09-20T12:26:34.952Z",{"sys":"9648"},{"sys":"9649"},"ERROR_EMAIL_MAX_LENGTH","The email address exceeded the maximum of 100 characters allowed.",[],{"sys":"9650"},"3uK1K3jHbWWVKpGlJ9oAIY","2023-09-20T12:27:36.776Z",{"sys":"9651"},{"sys":"9652"},"ERROR_EMAIL_REQUIRED","The email address is required.",[],{"sys":"9653"},"4WhTCrofvoufFpsvafDGLx","2023-09-20T12:28:14.539Z",{"sys":"9654"},{"sys":"9655"},"ERROR_EVENT_CODE_REQUIRED","The event code is required.",[],{"sys":"9656"},"5zVd6rM9mMaYpk71C4SQfs","2023-09-20T12:28:36.890Z",{"sys":"9657"},{"sys":"9658"},"ERROR_EXPECTED_GRADE_REQUIRED","The expected grade is required.",[],{"sys":"9659"},"3gng7PFb5tsR2oBdy7gFuL","2023-09-20T12:29:04.391Z",{"sys":"9660"},{"sys":"9661"},"ERROR_FACEBOOK_MAX_LENGTH","The Facebook value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9662"},"45HHJsY86oils42rZwwN0m","2023-09-20T12:29:35.349Z",{"sys":"9663"},{"sys":"9664"},"ERROR_FIRST_NAME_MAX_LENGTH","The Firstname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9665"},"4avZnpXnlm5ay4OrIGt6cF","2023-09-20T12:30:03.911Z",{"sys":"9666"},{"sys":"9667"},"ERROR_FIRST_NAME_REQUIRED","The Firstname is required.",[],{"sys":"9668"},"43LOgBdMJBemdz8LqvfTQi","2023-09-20T12:30:29.861Z",{"sys":"9669"},{"sys":"9670"},"ERROR_FORM_PROGRAMME_CODE_REQUIRED","The form Proramme (Type) code is required to identify which programme applies.",[],{"sys":"9671"},"1Mm4nrQOZ2cVHwDBujxd6W","2023-09-20T12:30:54.275Z",{"sys":"9672"},{"sys":"9673"},"ERROR_FUNCTION_REQUIRED","The job function is required.",[],{"sys":"9674"},"2dD1anKvjptai8jKb3y6ST","2023-09-20T12:31:22.432Z",{"sys":"9675"},{"sys":"9676"},"ERROR_GMAT_SCORE_OUT_OF_RANGE","The GMAT score is out of range. Must be 0 to 5000",[],{"sys":"9677"},"4DEBeFo4fXDWRJPd0PZXUB","2023-09-20T12:31:59.929Z",{"sys":"9678"},{"sys":"9679"},"ERROR_HOME_COUNTRY_REQUIRED","The country of residence/home country is required.",[],{"sys":"9680"},"2BJSeris8dtH89hy8NwTja","2023-09-20T12:32:31.256Z",{"sys":"9681"},{"sys":"9682"},"ERROR_INDUSTRY_REQUIRED","The industry is required.",[],{"sys":"9683"},"3S7Po0QJ1DQPZx1RXDtqVs","2023-09-20T12:33:00.253Z",{"sys":"9684"},{"sys":"9685"},"ERROR_INVALID_BROAD_INDUSTRY","The broad industry does not exist.",[],{"sys":"9686"},"3YW3IowPAdxTIcxRF3kzx1","2023-09-20T12:33:59.445Z",{"sys":"9687"},{"sys":"9688"},"ERROR_INVALID_BROCHURE_TYPE","The brochure type does not exist. Must be 0 to 4",[],{"sys":"9689"},"79oEKBHE14jMtoMyDbWx6U","2023-09-20T12:34:27.730Z",{"sys":"9690"},{"sys":"9691"},"ERROR_INVALID_CAREER_ASPIRATIONS","The Career Aspiration does not exist.",[],{"sys":"9692"},"3FB4SSDKzHyXMnK6en3L6N","2023-09-20T12:35:00.158Z",{"sys":"9693"},{"sys":"9694"},"ERROR_INVALID_EMAIL_ADDRESS","Invalid email address format.",[],{"sys":"9695"},"5nbbEiwXmIrzJMYLocQrk8","2023-09-20T12:35:24.405Z",{"sys":"9696"},{"sys":"9697"},"ERROR_INVALID_FORM_PROGRAMME_CODE","The Programme (Type) code does not exist.",[],{"sys":"9698"},"3LoKWeCeTwF6j4r41XIZ9g","2023-09-20T12:35:49.453Z",{"sys":"9699"},{"sys":"9700"},"ERROR_INVALID_GENDER","The Gender does not exist.",[],{"sys":"9701"},"lIgFIygkUSqGAocfUhVve","2023-09-20T12:36:18.728Z",{"sys":"9702"},{"sys":"9703"},"ERROR_INVALID_HOME_COUNTRY","The country does not exist.",[],{"sys":"9704"},"1PeIQaSQhRl7runM25sPdJ","2023-09-20T12:38:05.682Z",{"sys":"9705"},{"sys":"9706"},"ERROR_INVALID_INDUSTRY","The industry does not exist.",[],{"sys":"9707"},"4aPYMgq7ysjfVZwiyccWXM","2023-09-20T12:39:44.235Z",{"sys":"9708"},{"sys":"9709"},"ERROR_INVALID_JOB_FUNCTION","The Job function does not exist.",[],{"sys":"9710"},"3fyLTfEPtjznYLseg261Rk","2023-09-20T12:40:13.922Z",{"sys":"9711"},{"sys":"9712"},[],{"sys":"9713"},"5TZkRPizRPHLJdK3jRZYgf","2023-09-20T12:41:02.051Z",{"sys":"9714"},{"sys":"9715"},"ERROR_INVALID_NATIONALITY","The nationality country name does not exist.",[],{"sys":"9716"},"6Ipt8pRzv2KdjvHYgjJJIj","2023-09-20T12:41:29.436Z",{"sys":"9717"},{"sys":"9718"},"ERROR_INVALID_PHONE_NUMBER","The format of the phone number is incorrect.",[],{"sys":"9719"},"7rta1rsXkJeKhnz88V0tzn","2023-09-20T12:42:45.476Z",{"sys":"9720"},{"sys":"9721"},[],{"sys":"9722"},"4moNPmBR4Cio9fy9ZqSTEs","2023-09-20T12:43:12.029Z",{"sys":"9723"},{"sys":"9724"},"ERROR_INVALID_PREFERRED_DATE_ID","The format of the preferred date id is incorrect. Should be Guid.",[],{"sys":"9725"},"7JGEqun84aUXh0AfGRYaAT","2023-09-20T12:43:46.385Z",{"sys":"9726"},{"sys":"9727"},"ERROR_INVALID_STUDY_FORMAT","The study format does not exist.",[],{"sys":"9728"},"3pCPa4IguVodvmimBtU8Pk","2023-09-20T12:44:08.726Z",{"sys":"9729"},{"sys":"9730"},"ERROR_INVALID_STUDY_LOCATION","The study location does not exist.",[],{"sys":"9731"},"3S4u3XK89H62BiHgt6TKa","2023-09-20T12:44:29.476Z",{"sys":"9732"},{"sys":"9733"},"ERROR_INVALID_TITLE","The title does not exist.",[],{"sys":"9734"},"4hF6U5DtoyiGoXN0ZoMyXP","2023-09-20T12:44:51.617Z",{"sys":"9735"},{"sys":"9736"},"ERROR_INVALID_YEAR_OF_STUDY","Must be a value from 0 to 100.",[],{"sys":"9737"},"5Gg07PL5hs0RmU7BJcJKQ6","2023-09-20T12:45:22.200Z",{"sys":"9738"},{"sys":"9739"},"ERROR_INVALID_WHAT_LED_YOU","The what led you does not exist.",[],{"sys":"9740"},"1v9GOno3DtZUAdi3bW9mB7","2023-09-20T12:45:44.301Z",{"sys":"9741"},{"sys":"9742"},"ERROR_IS_HR_PROFESSIONAL_REQUIRED","This is required. Set to true or false depending on the value selected on the form.",[],{"sys":"9743"},"7cfIyyFCLr6V4zlmsnxEJ9","2023-09-20T12:46:05.032Z",{"sys":"9744"},{"sys":"9745"},"ERROR_JOB_TITLE_REQUIRED","The Job title is required.",[],{"sys":"9746"},"34wRHrFyqaGhfexF1tavke","2023-09-20T12:46:26.668Z",{"sys":"9747"},{"sys":"9748"},[],{"sys":"9749"},"2CNc180G7lNO2SQ45ZCdB3","2023-09-20T12:46:47.132Z",{"sys":"9750"},{"sys":"9751"},"ERROR_LAST_NAME_MAX_LENGTH","The Lastname/Surname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9752"},"79RaqyIadyGmlj3mVpPX1v","2023-09-20T12:47:11.944Z",{"sys":"9753"},{"sys":"9754"},"ERROR_LAST_NAME_REQUIRED","The Lastname/Surname is required.",[],{"sys":"9755"},"4KL74xdTqWEaNRPLW6ETxv","2023-09-20T12:47:40.153Z",{"sys":"9756"},{"sys":"9757"},"ERROR_LINKEDIN_URL_MAX_LENGTH","The LinkedIn Url value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9758"},"66nBIVg39yIigth8nMNudB","2023-09-20T12:48:02.043Z",{"sys":"9759"},{"sys":"9760"},"ERROR_MAX_LENGTH_1024","The Enquiry text maximum length of 1024 characters has been exceeded.",[],{"sys":"9761"},"QbctBNVhrqZLcy4c3knBr","2023-09-20T12:48:25.353Z",{"sys":"9762"},{"sys":"9763"},"ERROR_MAX_LENGTH_2000","The Comments text maximum length of 2000 characters has been exceeded.",[],{"sys":"9764"},"6DrDriG34YSVIKTN4Vm5NQ","2023-09-20T12:48:48.194Z",{"sys":"9765"},{"sys":"9766"},"ERROR_NATIONALITY_REQUIRED","The Nationality country name is required.",[],{"sys":"9767"},"6CMFWjneETZQAMgZwHUsyu","2023-09-20T12:49:15.703Z",{"sys":"9768"},{"sys":"9769"},"ERROR_OBJECTIVES_REQUIRED","The objectives is required.",[],{"sys":"9770"},"1uS8BaQxnTjrbfoJCmM0Pf","2023-09-20T12:50:07.828Z",{"sys":"9771"},{"sys":"9772"},"ERROR_PASSWORD_REQUIRED","The user profile password is required.",[],{"sys":"9773"},"1fXC7WfpL8TGPHX1sfvQeT","2023-09-20T12:50:32.450Z",{"sys":"9774"},{"sys":"9775"},"ERROR_PASSWORD_TOO_WEAK","The password the user entered is too weak.",[],{"sys":"9776"},"2GD5stEo4S1zKbjIoGz3FC","2023-09-20T12:58:00.857Z",{"sys":"9777"},{"sys":"9778"},"ERROR_PREFERRED_DATE_REQUIRED","The preferred date value is required.",[],{"sys":"9779"},"4r0NItjAuDbYTLrK7MUjdq","2023-09-20T12:58:28.320Z",{"sys":"9780"},{"sys":"9781"},"ERROR_PROGRAMMES_OF_INT_REQUIRED","At least one Programmes of Interest is required.",[],{"sys":"9782"},"4fGkP5U7D3yz0CPU5ftEhl","2023-09-20T12:58:58.766Z",{"sys":"9783"},{"sys":"9784"},"ERROR_QUANTITIVE_PERCENTILE_OUT_OF_RANGE","The Quantitive percentile is out of range. Must be 0 to 100",[],{"sys":"9785"},"5FnmXJwgT9aoCntG78fVJm","2023-09-20T12:59:20.861Z",{"sys":"9786"},{"sys":"9787"},"ERROR_QUANTITIVE_SCORE_OUT_OF_RANGE","The Quantitive score is out of range. Must be 0 to 5000",[],{"sys":"9788"},"6VngENU3zirpK539TaE7hm","2023-09-20T12:59:42.136Z",{"sys":"9789"},{"sys":"9790"},"ERROR_SKYPE_MAX_LENGTH","The Skype value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9791"},"3oT9EhhwbUcCX0ORya5LBy","2023-09-20T13:02:16.781Z",{"sys":"9792"},{"sys":"9793"},"ERROR_STATE_REQUIRED","The State is required for the country selected.",[],{"sys":"9794"},"5flDZuLXL8bVEl5EQepnCB","2023-09-20T13:02:36.714Z",{"sys":"9795"},{"sys":"9796"},"ERROR_STUDY_DISCIPLINE_REQUIRED","The Study discipline is required.",[],{"sys":"9797"},"1TklVQWeu24dsrKE02wb6v","2023-09-20T13:03:01.314Z",{"sys":"9798"},{"sys":"9799"},"ERROR_TITLE_REQUIRED","The User profile title is required.",[],{"sys":"9800"},"1nigSTOcKpVo3LPaQNIC56","2023-09-20T13:03:25.691Z",{"sys":"9801"},{"sys":"9802"},"ERROR_TWITTER_MAX_LENGTH","The Twitter value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9803"},"2nKDdEEHSQPctevBcDMozT","2023-09-20T13:03:45.124Z",{"sys":"9804"},{"sys":"9805"},"ERROR_VERBAL_PERCENTILE_OUT_OF_RANGE","The Verbal percentile is out of range. Must be 0 to 100",[],{"sys":"9806"},"3UFHKE2wqHZhIsfvgU46ec","2023-09-20T13:04:05.768Z",{"sys":"9807"},{"sys":"9808"},"ERROR_VERBAL_SCORE_OUT_OF_RANGE","The Verbal score is out of range. Must be 0 to 5000",[],{"sys":"9809"},"YrzxutLwEYJvMMrb2AYSa","2023-09-20T13:04:31.901Z",{"sys":"9810"},{"sys":"9811"},"ERROR_YEAR_OF_GRADUATION_OUT_OF_RANGE","The Year of graduation must be a year from 1930 to 3000.",[],{"sys":"9812"},"4eCYdHl8ik6HKotGL6anRq","2023-09-20T13:04:50.761Z",{"sys":"9813"},{"sys":"9814"},"ERROR_YEAR_OF_GRADUATION_REQUIRED","The Year of graduation is required.",[],{"sys":"9815"},"DnH6tUHnKOVOd9GJC3rjA","2023-09-20T13:05:13.358Z",{"sys":"9816"},{"sys":"9817"},"ERROR_YEAR_OF_STUDY_REQUIRED","The Year of study is required.",[],{"sys":"9818"},"2qYwY04QJcppST6EWS471t","2023-09-20T13:05:34.330Z",{"sys":"9819"},{"sys":"9820"},"ERROR_YEARS_OF_EXPERIENCE_OUT_OF_RANGE","The years of experience must be a value from 0 to 100",[],{"sys":"9821"},"3atweCJ5L2nslOEwS1rf3s","2023-09-20T13:05:53.133Z",{"sys":"9822"},{"sys":"9823"},"ERROR_YEARS_OF_EXPERIENCE_REQUIRED","The Years of experience is required.",[],{"sys":"9824"},"Bwd1VpqRqRawliuw8TRX5","2023-09-20T13:06:13.216Z",{"sys":"9825"},{"sys":"9826"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_OUT_OF_RANGE","The Years of Management experience must be a value from 0 to 100",[],{"sys":"9827"},"6S7Jth8itIvHWbXrDEwS9i","2023-09-20T13:06:31.737Z",{"sys":"9828"},{"sys":"9829"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_REQUIRED","The Years of Management experience is required.",[],{"sys":"9830"},"3AKafeCBrrWjNlkCBCIWKp","2023-09-20T13:06:51.374Z",{"sys":"9831"},{"sys":"9832"},"ERROR_WHAT_LED_YOU_REQUIRED","The what led you is required.",[],{"sys":"9833"},"4AymRWvShS9lWL3khCjq8E","2023-09-20T13:07:13.947Z",{"sys":"9834"},{"sys":"9835"},"USER_NOT_FOUND","The user identity was not found in the identity provider. (Perhaps when the User identity was deleted or modified in another session.)",[],{"sys":"9836"},"1Tx9Kcgq5FkwYAhHOzhjPF","2024-02-26T10:33:21.424Z",{"sys":"9837"},{"sys":"9838"},"ERROR_PERSONAL_INFO_IN_PASSWORD","Personal Information used in the Password.",[],{"sys":"9839"},"5o9NtycIy9yvecqP46LIKu","2024-03-13T14:23:45.687Z","2024-03-13T14:24:59.898Z",{"sys":"9840"},{"sys":"9841"},"ERROR_ERROR_GMAT_FOCUSTOTAL_SCORE_MUST_END_IN_FIVE","GMAT Focus total score should end with 5",[],{"sys":"9842"},"5o8KPcbDMJygf0kZomoZZ2","2024-03-13T16:17:08.949Z",{"sys":"9843"},{"sys":"9844"},"ERROR_GMAT_FOCUSTOTAL_SCORE_OUT_OF_RANGE","GMAT Focus total score range should be between 205–805",[],{"sys":"9845"},"6AW1mcaqnckiTqGoV79yqf","2024-04-08T12:01:39.499Z",{"sys":"9846"},{"sys":"9847"},"BROCHURE_NOT_FOUND","There is no brochure attached to this 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Idea began as a fun social app to help users create events with friends
It then evolved into a crowdsourcing platform to give developers instant feedback on how their app performed – but user feedback was almost entirely negative
Founders then pivoted the website to a simple in-app developer tool
Software has since been installed on 2.5 billion devices globally, reporting bugs in 25,000 apps.

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Your Rights in Relation to Your Personal Data

You are at the heart of everything that we do! At London Business School (“LBS”) we want to assure you that we take the responsibility of protecting your privacy and personal data seriously, and have in place reasonable physical, technical, and administrative safeguards designed to prevent unauthorized access to or use of your information.

Are you getting too many emails from London Business School?

You can unsubscribe to communications by accessing your online profile by clicking on the preferences link below.

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If you wish to have access to, erase, object to or restrict the processing of, transfer or have a query about your personal data.

Please address such requests to the Data Protection Officer, London Business School, Regent’s Park, London NW1 4SA or email: dpo@london.edu Further information about your rights is set out in our privacy policy, please visit: https://www.london.edu/about/london-business-school/policies-and-legislation/website-privacy-policy.

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Be very wary of who you spend your time on. Time is your most precious commodity. Make sure you’re spending your time in the right place; whether that means employees, potential investors or advisors. They all claim to add value, but many don’t and suck up a lot of your time for no return.

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It’s not about getting up and having some grand idea and seeing it come to fruition. Every day think, ‘What can I do a little bit better?’ and just get up and do it again, every day.

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It’s not just about your vision; it’s about communicating and sharing it with investors, your team and your customers. Communicating not just what you do, but why you are doing it is crucial.

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In March 2020, San Francisco-based software company Instabug raised $5 million in a Series A round led by the prestigious Silicon Valley venture capital fund Accel, who had also led the company’s $1.7 million seed round in 2016.

Founded in 2014 by Egyptian software engineers Omar Gabr and Moataz Soliman during their last year at Cairo University, the latest fundraise was based on some phenomenal statistics: at the time of the Series A round, Instabug’s software had been installed on 2.5 billion devices globally, reporting bugs in 25,000 apps – with a total 700 million issues reported.

The figures are all the more startling given that Instabug came about purely by accident. As Gabr explains, in their last year at university he and Soliman built a social app “just for fun – something that helps you create events with your friends” and, before launching it, sent it to a few friends to get feedback.

But this was Egypt in 2012, the country was in the grip of the Arab Spring movement, the app was only on iOS, and “we did not have many friends who had iPhones”. They then looked around on the internet but could not find anything that did what they wanted – leading to what Gabr describes as the first of many ‘aha!’ moments as the idea for a platform to connect developers with testers was born.

“Everyone hated it”

After doing some more research, they went on developing the website – a beta-testing, crowdsourcing platform to give developers instant feedback on how their app performed. Unfortunately, the feedback from the mobile app developers in Egypt, who numbered around 60 to 70 companies at the time, was almost entirely negative – “everyone hated it!”

It was almost entirely negative, because there was one feature that developers absolutely loved: the way you reported bugs. You didn’t have to leave the app, go to your email and go through a lengthy reporting process to submit feedback: you just shook your mobile to bring up a dialogue box and give instant, heat-of-the-moment feedback.

That, Gabr says, was another aha! flash of insight: “It was really intuitive – you get angry because of a problem or a bug and you respond by shaking your phone. It’s like when your TV remote doesn’t work and you shake it as if you’re expecting something magical happen. We built that intuitive response into the product. You’re using the app and something goes wrong, so you shake your phone and instantly Instabug pops up and asks, ‘Is something wrong? Do you want to report a problem?’ If the answer is yes, it takes you through a simple fault-reporting process. The product is built on human behaviour.”

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Omar Gabr, CEO and Co-founder of Instabug talks to Professor Julian Birkinshaw about the serendipitous way his app came to realisation.

A forced pivot

In light of the response, Gabr and Soliman decided to pivot the website (a “forced pivot – we didn’t really have a choice”) to a simple in-app tool. They then recorded a short video showing how someone reported a bug by just shaking their phone, uploaded the video to Hacker News and, in yet another aha! moment, were amazed by the response: “People loved it!” Gabr remembers. “One hundred people applied to use the product on the first day and we had dozens of questions concerning how to use it, the cost and so on, including enquiries from some very big software companies – and it wasn’t even a product yet. We realised that it wasn’t just a problem that Egyptian developers were facing – it was a global problem for the whole development community. That was when we thought we should do something significantly bigger than the website and the app.”

Gabr and Soliman went to Silicon Valley and got feedback from some of the top software developers in the world, and “it was extremely obvious that we needed to double-down and build this product,” Gabr says.

With the global tech community taking up the concept at breakneck speed, the founders built a minimum viable product for testing which, besides securing support from a startup incubator in Egypt, won first place at the 2013 MIT Enterprise Arab Forum (along with prize money of $50,000) in a gruelling competition that involves pitching to more than 40 expert judges and coaches.

The company went on to grow exponentially, securing backing from legendary venture investor Y Combinator, as well as Accel Partners.

Effect of the Covid pandemic

Surprisingly, given that one might expect software development to slow down in the wake of the global Covid-19 pandemic, Instabug secured dozens of new enterprise customers and saw overall usage grow by 45%, a scenario Gabr attributes to the fact that, with more people spending more time at home, there is simply more app downloads and usage.

The company has been “touching profitability” since January 2015, a situation Gabr attributes to the fact that the founders have always run a disciplined business and “kept an eye on our burn before it was mainstream.”

Continually adding features to the product, Instabug has evolved to offer real-time contextual insights throughout the entire mobile app lifecycle through its bug and feedback reporting, secure crash reporting, and in-app surveys.

Much like penicillin’s ability to repel bacterial infections, Instabug’s ability to help eradicate a different kind of bug was discovered purely by accident – but an extremely happy one for developers everywhere.

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Today’s digital economy is dependent on data centres that store data from billions of users that consume megawatts of electricity
Energy consumption has a high infrastructure cost; regardless whether it is generated by renewables or fossil fuels, the carbon footprint of data is very high
If the present rate of growth in demand for data storage continues, experts predict it will account for 10% of the world’s energy consumption by 2025.
Swiss Vault’s designs reduce the carbon footprint for data by a factor of 10 and enable organisations to keep their data nearby and not have to build costly data centres.

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The success of language-learning app Duolingo shows how unforeseen trends and events can play critical role in the success of new ventures
Their launch coincided with the advent of mass use of mobile-phone apps, while the effect of the Covid-19 pandemic – which greatly restricted international travel – led to huge increase in foreign-language learning
Founders attribute their success to two other factors: giving the product away, and making learning fun

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How do boards manage the twin demands of their duties to shareholders and responsibilities towards the environment

In this episode of Leadership Playbook, David Jackson, former Company Secretary of BP, joins Tom Gosling, Executive Fellow at the London Business School for a lively discussion on the topic. Using the example of oil and gas companies, David and Tom explore the role of the board versus the CEO when it comes to strategy development. They also consider board responsibilities around maximizing shareholder value balanced against environmental questions. Finally, they look at the role of shareholder preferences, board duties, and ethics, when it comes to ESG.

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Delivering impact: insights from sustainability entrepreneurs

What does it take to launch and scale a sustainability-focused business? In this episode of Entrepreneurship Now, Jane Khedair, Executive Director of the Institute of Entrepreneurship and Private Capital at London Business School, is joined by a diverse panel of impact entrepreneurs, who discuss overcoming problems as a start-up business, their motivations and drivers, and how they accelerated their business development by collaborating with other stakeholders of society. Finally, they consider how to measure the social impact of their ventures, as well as looking at how to find the balance between impact and income.

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

Leadership Playbook

When uncertainty is the norm and expectations of leaders are higher than ever, how can you equip yourself with what it takes to inspire your people while tackling big business challenges? London Business School faculty and special guests discuss everything from ethical leadership to effectively leading through disruption in this Think at London Business School series.

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},[],"

Entrepreneurship Now

From starting up to scaling up, getting your team right to finding the funding you need: what’s it really like to run your own business? Successful founders of ventures reveal the highs and lows of the entrepreneurial journey in this series of interviews for Think at London Business School.

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Good Business

In today’s troubled world the best business leaders are looking beyond profit to purpose and making a positive impact. Join London Business School faculty, alumni and other experts as they explore the role of business in addressing the key challenges facing us all – from inequality to climate change. This series is brought to you by Think at London Business School.

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think ahead

How can you navigate the now and be prepared for what’s next? Listen in each month as we convene a panel of London Business School thought leaders and distinguished guests to debate and discuss a hot topic in the business world and beyond. Fresh perspectives on what matters most, brought to you by Think at London Business School.

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

The Why Podcast

Every piece of academic research starts with a question to answer or puzzle to solve. Listen in as London Business School faculty describe how they set about making new discoveries on a subject they’re curious about, what their findings suggest and what the implications are for you and your business. A Think at London Business School podcast.

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

What We Did Next

What We Did Next is a Think at London Business School podcast series that features two alumni in conversation about their lives and careers. If you would like to take part in a future episode, please get in touch.

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

think ahead is London Business School’s event and podcast series, in which London Business School’s leading faculty and other global experts explore today’s big business issues, giving you future-focused, actionable insights. Our world-class speakers come together to discuss a wide range of relevant topics, including sustainability, AI and the economy

",[],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

Subscribe to think ahead podcasts

Spotify
Apple Podcasts

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1140x346",{"url":"26182","details":"26183","fileName":"26184","contentType":"6262"},[],{"sys":"26185"},"824b06a7-c517-4b65-a083-be09efb1311b-asset","2023-12-15T11:11:15.315Z",{"sys":"26186"},"AI Healthcare - 896x504",{"url":"26187","details":"26188","fileName":"26189","contentType":"6262"},{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"9917"},{"metadata":"26190","sys":"26191","fields":"26192"},{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"17227"},{"metadata":"26193","sys":"26194","fields":"26195"},{"metadata":"26196","sys":"26197","fields":"26198"},{"metadata":"26199","sys":"26200","fields":"26201"},{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

Innovation shaping the future of Fintech

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How can AI be the answer to our environment crisis

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Navigating the ESG investment landscape and business accountability

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How can business and society take advantage of AI opportunities?

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How dominance and humility can shape leadership success

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",[],{"width":551,"height":551},{},[],"Success",{},[],{},[],"Something went wrong. Please try again.",[],{},[],{},"Your profile has been deactivated\n",[],{},[],{},{},["26202"],{},["26203"],{},["26204"],{},["26205"],{},["26206"],{},["26207"],{"type":"5677","linkType":"9029","id":"9030"},{"id":"9031","type":"5677","linkType":"9032"},{"type":"5677","linkType":"9033","id":"11817"},"

From wearable devices, smart homes, self-driving cars and precision medicine to bitcoin mines, the global digital economy is dependent on thousands of data centres that store data from billions of users. Each data centre uses megawatts of electricity to support data operations on tens of thousands of servers. Energy consumption has a high infrastructure cost and, and regardless whether it is generated by renewables or fossil fuels, the carbon footprint is very high.

Data centres already consume 3% of global energy production, and growth in demand is accelerating so rapidly that, if the present rate of growth continues, experts predict that 10% of the world’s energy will be needed to manage data storage by 2025. What chance, then, of meeting the UN Sustainable Development Goals by 2030 to combat the effects of climate change? Responding to that challenge is the driving aim of LBS alumnus Dr Bhupinder Bhullar (EMBA2017), co-founder of Swiss Vault Systems, a technology startup based in Basel, Switzerland. Here he discusses the company’s journey to date and future plans.

\nWhere did the idea for Swiss Vault come from?\n

I trained in molecular oncology at Harvard Medical School. While at Novartis Pharma, I led a project to understand how cancer samples acquire drug resistance, utilising next-generation DNA-sequencing technologies to identify the mutations that confer resistance. This led to another problem: the raw data output from a single whole DNA-sequencing output is one terabyte (TB) per sample (equivalent to ~1,000 DVD films). We hypothesised that this technology would be a ‘big-data’ headache for hospitals, who would not be able to manage that volume on their limited resources. We framed this unmet need for a dramatically more cost- and energy-efficient way to secure patients’ data privacy and help manage digital health records for the lifetime of the patient. With my co-founder Doug Fortune, who builds data storage systems, we started to design new models and methods to manage the data with lower costs, less complexity, and lower impact on the environment. Thereafter, every test we did in the market validated our hypothesis, despite industry experts and investors telling us that we had it wrong. These tests emboldened us to keep going and Swiss Vault was born.

\nWhat is the business proposition?\n

Our solution addresses hospitals’ key pain points: sheer volume and continuous growth of data, lack of physical space to store it, high demand for energy to operate and cool the systems, and managing the data over the long-term (eg 100 years – which is the lifetime of a patient). Our systems offer quiet operation, low power consumption, low heat emission, low weight, low noise and higher data storage density. These features enable us to install in existing office buildings, and eliminate the need for costly data centres. The solution is also based on a cradle-to-grave philosophy using the 4 Rs – reduce, recycle, repair and repurpose. We diminish the environmental impact of electronic waste by reducing the number of components and designing the system for longevity. Taking all of this into account, we can decrease data’s carbon footprint by more than 10X. More importantly, our systems reduce the complexity of managing data and the data ownership costs, so that hospitals can easily manage their data assets.

\nWas there a specific moment when you decided to switch from scientific researcher to entrepreneur?\n

The epiphany to dedicate myself to starting my own venture was like a light bulb moment, a spell when I was searching for meaning and purpose. And once the light bulb went on, I did not need further convincing – except clearing the nagging doubts of the unknowns. But the mind shift and transformation from researcher to entrepreneur occurred gradually over the first two years after I started the journey. I like the research, engineering and design part, but the entrepreneur has to develop all aspects of the business, including PR, HR and finance, etc. As we built the first prototypes, it became clear that the product, no matter how brilliant it is, needs momentum to get it to the customer, and I had to start learning new things to run the business.

\nWas it hard to make the switch?\n

Fortunately, the training I had at London Business School was very helpful for laying the groundwork. My classmates were great resources, and the interactions with the faculty along with the coursework built an excellent foundation. London has a very vibrant startup scene, and the connections through the meet-ups helped me learn from the journeys of other startup entrepreneurs.

What have been the main challenges so far for Swiss Vault?

Everyone in the team wants to go faster – but, at our early stage, we have to fight that urge. Heading in the right direction is more important than speed. Thus far, we have been capital-efficient in developing our disruptive technology. Keeping the right team momentum, balanced with business growth and financing, is the constant challenge.

What has surprised you most so far as an entrepreneur?

The generosity of people. We got to where we are by having conversations with strangers who opened up to working with us. Our early adopters do not know us, but are willing to go on this journey with us, and this has been energising.

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What have been your main learnings?

There have been many. First, stay focused. It’s very easy to be diluted with too many activities on the team’s plate. The consequence is that it may take longer to deliver the first product at high quality, delaying your market entry. Getting the product out has many positive benefits and the team has to say ‘no’ to activities that do not have impact on the most critical deliverable. Second, involve the customer as a partner in the process. We want to simplify the tech and decrease the complexity. We can only do that with the help of our customers over a long period of commitment, and getting this engagement is important to evolve our product for the market. Third, temper the urge to grow too fast. I have learned that it is important to build solid foundations of culture, business processes and getting our fundamentals right. Growing the business by building a solid foundation takes a lot of restraint, and I am confident it will help us immensely when we are challenged.

What did you get right?

Our product designs. Our designs are far advanced compared to the current state of the art – they are years ahead. I like to think that the market is catching up to us. Basically, we aimed to build more energy and space-efficient data-storage techniques. Today, our data storage systems are 10X more energy-efficient and space-efficient compared to the standard systems on the market. We aimed to have a lower environmental footprint, and our designs reduce the carbon footprint for data by a factor of 10. We also wanted organisations to be able to keep their data near them and not have to build massive and costly data centres. With our designs, it will be possible to install a data centre anywhere the client is located.

What would you do differently?

What we could have done better is learn to map the customer profiles better. When we started, our growth model was akin to a customer-funded business, which is inherently a slower growth rate. But we went after clients that were too big, such as government departments. We could not get past the ‘procurement wall’, and this almost killed us because it diminished our resources. It would have benefitted us to do more discovery work and map the customer profiles earlier, which I had to learn to do better later on.

What’s next for Swiss Vault?

Data is global and our aim is to be global, but product development and team growth always start locally. We focused on leveraging the strengths of Switzerland and Canada to start because of our network and connections, but expansion globally is within our horizon. The world’s data is growing exponentially, requiring more energy and space. It is not feasible in emerging economies to build expensive data centres to participate in the opportunities provided by the global data revolution. Using our technology, we can enable these countries to manage their own data with lower costs.

What would you do next if you were to sell the company?

Start another business. Deep-tech entrepreneurs are solving the world’s problems. The next generation of entrepreneurs has embedded in their DNA ideas of disruption of old business models, sustainability and social good. They involve their customers in creating better products and building communities. I think the future is looking better because of them. I have many project ideas in health, medicines and space, and I would like to continue disrupting to help improve the lives of people.

What advice would you give to an LBS student graduating today with entrepreneurial ambitions?

My advice is try to cultivate a mindset of making a positive difference in society, one aligned with higher universal truths. That way, no matter what you do, it will always be good and you will find traction. When I look back at my commitment point, it was the moment when I found my purpose. While it is not necessarily easy to find purpose, as long as you never cease to seek, you will get closer and closer to eventually discovering your true purpose. With your purpose in mind, you will have more energy and drive to fulfil your goals. As Nietzsche said, “He who has a why to live for can bear almost any how.”

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Swiss Vault Systems won the Real Innovations Award People’s Choice under the Alexander Fleming Serendipity category last year. Read more innovation case studies here.

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The story of how a Silicon Valley-inspired Estonian government reform won a Real Innovation Award from London Business School’s Institute of Innovation and Entrepreneurship
Its borderless and paperless e-Residency scheme is popular with digital entrepreneurs and now more relevant than ever
The scheme blurs the conceptual boundary between nationhood and business in a way that influences how startups operate

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During a year when foreign travel has been largely off the cards, the number of people learning a new language has grown exponentially. Duolingo – the world’s highest-grossing language-learning app, with more than 500 million downloads – is testament to this. Duolingo’s Europe director Colin Watkins explains: “In the weeks after the first lockdown, we had 67% growth worldwide and 30 million new users. All these organisations were scrabbling around, trying to find new ways of learning online, particularly schools. We had the Women’s Institute saying, ‘Learn a language.’ People who were binge-watching Game of Thrones said, ‘Let’s learn High Valyrian’ [yes, you can learn that with Duolingo]. We wanted to do something positive with our time, and the app was popping up in newsletters all over the place.

“Business-wise, it was very interesting. We do a lot of modelling and forecasting, we’re very data-driven, but this threw everything out of the window. I was looking around going, ‘What should we focus on now?’ The pandemic presented some very unique challenges.”

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Masters of innovation

New challenges are something the Pittsburgh-based company can handle. Since its launch in 2012, it has constantly adapted to market changes while staying true to its core mission: giving everyone the chance to learn a language for free.

Duolingo’s story can be traced back to 1996, when 18-year-old Guatemalan Luis von Ahn – now chief executive – needed to sit an English-language exam. “Luis had been accepted by Duke University in North Carolina to study computer science,” says Watkins. “But, as an international student, he had to pass an English-language exam. To take the exam he had to fly, at great expense, to El Salvador, where a civil war was going on. He passed the exam and began university.”

Roll on a few years and Luis had become a professor, invented Captcha and Recaptcha (the illegible squiggles to prove you’re not a robot) and sold two companies to Google. He was a multimillionaire by his early 30s. “Luis realised, compared to most Guatemalans, he had been in a privileged position where his family could afford to send him to a private language school and pay for that flight to El Salvador. He wanted anyone to be able to gain the economic advantages that come with being at least partially bilingual. He knew that knowledge of English in a non-English-speaking country can double your income potential,” Watkins points out.

In 2011 Luis and co-founder Severin Hacker came up with the idea for Duolingo.

Learners first

While Luis and Severin were trying out different business models, their operating principle was always “learners first” – a mantra that continues to guide their choices. Watkins says the two best decisions they made were:

1) Giving the product away free (“this allowed them to scale rapidly and get access to unprecedented amounts of data on how people learn, so they could keep creating the best product”)

2) Making learning fun (“their gamification methods and bite-sized lessons, which can be taken in five-minute bursts, are key to getting people to stick with it”).

Today, the product offers 99 courses in 39 languages. Monetisation comes in three ways: from adverts used on the free standard app; via an ad-free premium version; and from a $49 test that allows users to take university language entrance exams digitally.

Timing is everything

Timing always plays a crucial factor in a company’s success. In Duolingo’s case, launching coincided with the growth of mobile-phone apps. “Luis and Severin say the reason they began to get really big was because they had a brilliant mobile product,” says Watkins. “They rode the zeitgeist for that. They were App of the Year for Apple in 2013, which was the time of growth of apps in the App Store. Nobody else was doing it at the time.”

They also found that by using AI, Duolingo can adapt the course for every individual. “The product isn’t textbook-based, and we use AI in the background to change the course. So, if you’re finding it hard, we’ll make it easier to keep you motivated. If you find it too easy, we’ll make it harder. That’s very much how we achieve efficacy.”

Inevitably, there have been failures along the way. “We had the Tinycards app, where users could share flashcard decks to help with memorisation skills. People loved that, but it wasn’t doing what we needed it to do, so we binned it. It was a difficult decision, but we move on and work on new plans.”

Access all areas

Today, more people are learning a language for fun rather than for function and are often influenced by cultural trends. “We have tens of thousands of people under 24 learning Korean,” says Watkins. “That’s because of K-pop – it’s down to the bands BTS and Blackpink touring here. And those people are sticking to it.”

Then there’s TV. “I love it when someone tells me they’re learning French with [Netflix drama] Lupin and that they can understand the native subtitles.”

Access also plays a huge role. “Luis tells a great story,” says Watkins. “In the same week he found out that Bill Gates was learning French on Duolingo, he heard that thousands of refugees were learning Swedish in Sweden. He said, ‘I didn’t think you could have a product that could be used at the same time by one of the richest men on Earth and by someone who had just come out of a war zone trying to settle into a new country.’”

A cultural shift

For a country not known for its enthusiasm for tackling new languages, the UK’s figures soared by 132% after the pandemic – almost double the worldwide average. Watkins, who is learning Spanish and German, believes this is down to a cultural shift. “We used to feel other countries could speak English better than we could speak their language. We felt embarrassed, so didn’t even try. Now we’ve got over that hump, so when we go abroad, we at least try to order food in their language. We’ve also found that lots of people are learning a language when they return home, as they wish they could have spoken it while they were there.”

Mental wellbeing and cognitive ability can also be improved by language-learning. “The Alzheimer’s Society gets in touch with me from time to time, telling me about a new study that says learning a language delays the onset of dementia. Now, across the board, brain-training is the second-biggest motivation in the UK.”

Ever onwards...

The facts speak for themselves. Duolingo has over 300 million learners worldwide. It is valued at $2.4 billion. It is the most downloaded education app in the history of the App Store. It has offices in Pittsburgh, Seattle, New York and Beijing. What next? “Continue to grow, innovate and improve our courses,” says Watkins. “Make all our courses better from different languages. Prioritising English, but getting a really good Japanese-to-Chinese course, an amazing Korean-to-French course... Focus on our efficacy, make our teaching infinitely better.

“We believe if the learner has the best experience, they’ll use us more, enjoy it more, stay motivated, come back and recommend us to their friends. And it grows and on it goes.” Duolingo, last valued at $2.4 billion plans to go public.

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Insurance is not an industry historically associated with disruption. In the past it has rarely been mentioned in the same sentence as the word innovation. And the idea of insurance claims being dealt with by a chatbot would have probably sounded more like a work of science fiction. But that has all changed since 2015, when insurtech startup Lemonade began tearing up the insurance rulebook and doing things their own way.

While traditional insurance firms have followed the same rigid format for centuries, Lemonade’s founders Daniel Schreiber and Shai Wininger set out to shake up the market six years ago by harnessing the power of AI and big data to replace paperwork and bureaucracy. They also wanted to attach a social good mission to their New York City-based venture, to attract tech-savvy clientele who also wanted ethics alongside innovation.

The key to this disruption is that the founders knew nothing about the insurance industry, an unloved sector that innovation had passed by. Their outlier position enabled them to think of things that no one else had.

No mean feat, but their ambitious business model is already proving itself: Lemonade boasts more than one million global customers after only four years in operation. Their staggering progress has been noticed by business peers and beyond. Last year Lemonade received the Harnessing the Winds of Change Award, part of London Business School’s Real Innovation Awards.

Lemonade boasts an inspired team behind the scenes, intent on continuing to push the envelope in the sector. Among them is Yael Wissner-Levy, the company’s VP of Communications who, after several years in journalism and speech writing, was attracted to Lemonade by the founders’ vision to “reinvent such an unloved sector that had gone unspoiled by innovation, and do it through a mix of value, values, and technology,” she says. “Lemonade's unconflicted business model, B-Corp status, and use of AI stood out to me as something I wanted to help build and grow, and create this model of doing good by doing well.”

For all its innovation, Lemonade ticks all the areas of insurance you’d expect. Its wide-ranging services include renters, homeowners, life, and pet health insurances, which are available to customers across the US as well as France, Germany and the Netherlands. And the company has recently announced it will launch Lemonade Car. But scratch the surface and there are fundamental differences, says Wissner-Levy. “We like to say we’re a tech company doing insurance, not the other way around. Insurance is all about data, and Lemonade is built completely on a digital substrate.”

While traditional insurers’ gross profits are the difference between premiums taken in and claims paid out, giving companies an incentive to refuse to pay claims, Lemonade’s innovative business model has been designed to eliminate this potential conflict of interest between insurers and the customer. Instead they take a fixed fee, typically 25% of premiums, while using reinsurance to limit losses from high claims. And the cherry on the top of their offer: in years of low claims, giving excess underwriting profits to charities their customers choose, tapping into a growing consumer appetite for giving back.

“We flipped the insurance business model on its head,” adds Wissner-Levy. “The relationship between insurer and customer is one that historically was adversarial in nature – two parties fighting over the same money. We removed the conflict of interest and take a flat fee from each customer, leaving the rest to pay claims. So, we're never in conflict on paying legitimate claims.”

The leftover premium then goes into the Lemonade Giveback, an annual event whereas the Lemonade community donates to the charities chosen by their customers. “By donating underwriting profit to charity, we align our financial interests more closely with our customers, reducing the prevalence of fraud and building brand loyalty,” confirms Wissner-Levy.

So far so impressive, but how do Lemonade make good on all these promises in a multi-billion pound industry where consumers want their claims dealt with efficiently and effectively? Well that’s where the technological innovation really comes into its own.

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Photo credit: Ben Kelmer

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Using AI means the team at Lemonade are able to do things that are simply unavailable to incumbents. In short, by replacing brokers and paperwork with bots and algorithms, the company boasts they can pay claims in seconds, improve efficiencies across the boards and sell policies around the clock.

But with such an emphasis on innovation, isn’t there a risk that the human experience will be lost among all the faceless, slick technology? Unsurprisingly the clever folk at Lemonade have thought of that too, explains Wissner-Levy.

“A great example of this balance is how we pay claims; 96% of the time, it is AI Jim, our claims bot, which will take the first notice of loss from a customer making a claim. AI Jim handles the entire claim through resolution in approximately a third of cases.”

She continues: “For claims he is not authorised to settle, or ones where he identifies concerns, AI Jim sends them to our human claims experts but where human escalation is needed, AI Jim will have done much of the heavy lifting so our team can settle claims and support customers in their hour of need as quickly and smoothly as possible.”

Innovation might be the lifeblood at Lemonade but even this forward-facing set-up could not have predicted the impact of the global pandemic, confesses Wissner-Levy. In the early part of 2020, with the full impact of Covid-19 unknown, she details how the company set out on a “defensive footing.” That meant marketing spend was slowed, non-essential hiring was suspended and they offered to defer customers’ payments. “Then, we braced for impact. We expected to see a spike in churn, a drop in demand, and a hit to our cash flow.”

But nothing materialised. Instead, their digital first approach meant teams continued to work remotely alongside the Lemonade bots, who continued to sell policies and pay out claims, 24/7. To the relief of Wissner-Levy and her colleagues the business has “proven itself to be more resilient than we might have feared at the beginning, which is also reflected in the figures.” More than weathering the storm, the company saw growth, enabling them to expand their offer to include Lemonade Life and announce Lemonade Car, while branching out into more US states and European countries.

Their offer continues to pique the interest of investors too. After raising $300 million in funding in 2019 (bringing the total raised to $480 million), Lemonade went public on the New York Stock Exchange in July last year, making it one of the more successful IPOs of the year.

This success has led to “incredible” recognition from LBS and others, says Wissner-Levy, but there is no time for sitting back and celebrating. Rather, there is more work to do for the pioneering team, in harnessing changes in technology and consumer behaviour and redefining our very perceptions of what an insurance company is.

“As Lemonade CEO Daniel Schreiber says, it is the most 'disruptable' industry in the world: look at its size, how it has gone unchanged by innovation, and quite frankly, how it's unloved,” concludes Wissner-Levy. “The enormity of the industry together with the market opportunity = disruptable. And we’re very excited about what is yet to come.”

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He teaches on the following programmes:

MBA
Developing Strategy for Value Creation

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Professor Birkinshaw has a PhD from Western University, Canada. He is a Fellow of the British Academy, Strategic Management Society and the (American) Academy of Management. He has honorary doctorates from Copenhagen Business School and Stockholm School of Economics

Professor Birkinshaw is an internationally-renowned academic who has made important contributions to the research on innovation, digital transformation and agility of large multinational firms. He believes strongly in the practical application of academic knowledge to business issues. He is committed to helping students and alumni of LBS become agents of positive change in the business world.

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