Discovery

Luke Kellett and his two co-founders—Morgan and a third teammate—came together after exploring various startup ideas including blockchain databases and data protection workflows. The real insight came from their hands-on experience running a marketing agency, where they witnessed firsthand the juggling act smaller businesses face: managing content creation, maintaining consistent posting schedules, and coordinating across team members. They realized the market had point solutions (Buffer for scheduling, Jasper for AI content) but nothing that seamlessly combined workflow, collaboration, and intelligent content creation specifically designed for small teams managing multiple brands or clients.

With all three founders being non-technical, they chose Bubble.io as their no-code platform to build the MVP. The development journey took six months—time they could afford because they'd secured Microsoft for Startups membership (which provided Bubble credits, free Sales Navigator, and discounted business tools) plus grant funding from UK government sources. This allowed them to bootstrap without having to freelance or take outside jobs during the build phase. The product they created sits at the intersection of Buffer's scheduling capabilities, Jasper's AI content generation, and a team collaboration layer that lets users assign tasks, review iterations, and customize content based on brand voice and customer personas.

They launched less than three weeks before this interview and moved with remarkable speed. Their first customers came through their immediate network—other startups in the incubator ecosystem around them. But they didn't rely solely on warm intros. Luke and Morgan began aggressive LinkedIn outreach, using the free Sales Navigator access from Microsoft for Startups to identify their ideal customer profile (small business owners and marketing teams). They sent personalized LinkedIn messages describing Discovery and asked for a brief conversation, treating each interaction as a funnel toward a demo. Over those first three weeks, Luke and Morgan combined had conducted 15 demos, converting roughly half into paying customers.

The playbook was straightforward: low-hanging fruit first (their existing network and incubator community), then systematic outreach via LinkedIn. They set up email workflows and broke down their ICP to send targeted messages. Cold email and LinkedIn proved effective, though Luke emphasized they view this as just the beginning. They're deliberately staying at a low price point—£15 and £45 per month (averaging ~$20/month per customer)—to build traction and gather feedback from their early user base rather than chase revenue. Luke stressed the team's obsession with customer feedback and rapid iteration; if they identify a problem or customer request, they act immediately.

At the moment of this interview, Discovery had 15 paying customers and $300 in monthly recurring revenue. The three co-founders (Luke, Morgan, and a third team member) are all working full-time on the product, with two part-time advisors (a technical strategist in Bristol and a CFO). They're bootstrapped, funded by grants and Microsoft credits, with no outside investors. Luke is 21 years old, recently graduated from Exeter University with a law degree—an unconventional background for a SaaS founder. When asked what differentiates them from Buffer or Jasper rushing in to crush them, Luke leaned on the team's first-mover intuition in the combined space, their agency background giving them insight into real pain points, and their ability to move and iterate quickly. The long-term vision involves building specialized tools for marketing agencies managing multiple client campaigns with distinct personas and brand voices—a direction he hints at exploring further but hasn't fully committed to publicly yet.