User-centric design for a business education and funding platform
Founder Tribes
Empowering Entrepreneurs with Investment-Ready Pitches
The Background and Context
FounderTribes is an educational app that helps business owners refine their pitches and connect with investors. Unlike other platforms, it provides personalised feedback, access to expert mentors, and an extensive library of business education content to help entrepreneurs secure funding.
The Problem
Millions of entrepreneurs struggle to secure investment due to a lack of access to high-quality feedback, mentorship, and networks. The current system presents several challenges:
Lack of structured guidance
Entrepreneurs rely on scattered resources like YouTube and blog posts, which don’t provide personalised feedback.
High rejection rates
Many founders are turned away without understanding why, making it difficult to iterate and improve their pitches.
Limited access to mentors
Finding experienced business leaders to provide real-world insights is costly and time-consuming.
Objective
The project aimed to:
Create an intuitive platform where founders can submit their pitches and receive structured, actionable feedback.
Provide a learning environment with curated educational content and mentorship opportunities.
Streamline the fundraising process by helping users refine their business model and investor pitch through iteration and expert guidance.
Phase 1
Understanding the Users
After conducting comprehensive research to identify user needs and expectations, key insights were derived from user feedback and analysis:
- Founders need structured, actionable feedback to refine their pitches and business models effectively.
- Personalised learning journeys drive engagement – Users benefit from curated content and mentorship tailored to their stage of business development.
- Gamification and peer reviews enhance participation – Entrepreneurs are more likely to engage when they can review others’ pitches and receive tiered feedback.
User pain points
Entrepreneurs struggle with the fundraising process due to limited access to mentorship, unclear feedback, and high barriers to investment.
What users needed
A structured, engaging, and accessible platform that allows them to refine their pitches, learn from experienced investors, and increase their chances of securing funding.
Research methods included:
User interviews
Conducted with early-stage entrepreneurs to identify pain points in their fundraising journey.
Competitive analysis
Benchmarked against educational and funding platforms to define gaps in the market.
Usability testing
Tested the onboarding flow and pitch submission process to optimise engagement.
Phase 2
Combining the Insights
Based on the research, we prioritised actionable strategies for design and optimisation:
- Pitch Review System: Implemented a structured process where users review and rate other founders’ pitches before submitting their own.
- Personalised Learning Paths: Integrated AI-driven recommendations to suggest relevant video content based on the user’s business stage.
- One-on-One Mentorship: Enabled direct booking of mentoring sessions with business leaders and investors.
- Investment Readiness Tracking: Designed an iterative pitch submission process where users can track their progress and refine their pitches before connecting with investors.
Phase 3
Design – Building the Solution
Strategic focus areas: Simplify the fundraising process with clear steps and iterative learning. Provide high-quality feedback from experienced entrepreneurs and investors. Enhance engagement through gamified learning and peer collaboration.
Mobile App UX/UI Design
- Designed an intuitive interface where users can submit pitches, receive feedback, and track their progress.
- Created a structured onboarding process to guide founders through the pitch improvement journey.
- Integrated a mentor booking system to allow entrepreneurs to schedule one-on-one sessions with industry experts.
Marketing Website
- Designed and developed using WordPress a responsive, conversion-focused landing page to introduce FounderTribes and encourage sign-ups.
- Highlighted key platform features, mentor profiles, and success stories to build credibility.
- Optimised the user flow to improve lead generation and onboarding rates.
The Results
Quantitative Outcomes
65%
Increased engagement
Users who submitted a pitch continued iterating based on feedback.
40%
Improved investor connections
Users reported securing investor meetings after refining their pitches.
Qualitative Feedback
Users:
“The structured feedback helped me understand exactly what investors are looking for.”
“I found mentors who gave me practical advice on improving my pitch.”
Stakeholders:
Praised the platform’s gamified learning approach and mentor accessibility.
Business Outcomes:
The platform successfully positioned itself as a go-to resource for early-stage entrepreneurs looking to refine their pitches and secure funding.
Investor engagement increased, as founders arrived at meetings better prepared and more investment-ready.
Key Takeaways
This project demonstrated the power of structured, user-driven learning in the fundraising process. By creating an intuitive platform that combines peer reviews, expert mentorship, and personalised content, FounderTribes bridges the gap between entrepreneurs and investors, making funding more accessible for overlooked founders.