CartoFront Case Study

John Lawrence and Rob Topping, angel investors in a startup, encountered a significant challenge when the company they had funded ran out of funds within a year. Working closely with them, we formulated a pivot communication strategy to turn the situation around.

Step 1: Leadership Team Assessment The first step involved assembling the leadership team to conduct a comprehensive review. This included analyzing the initial pathway taken, key decisions made, and assessing the market opportunities available.

Step 2: Development and Testing of Pivot Strategy A pivot strategy was developed and rigorously tested through a customer development process. Over a two-month period, 25 in-depth conversations were held to gather insights and validate the viability of the new direction.

Step 3: Building the Pivot Communication Strategy The final step focused on collaboratively crafting a pivot communication strategy with the leadership team and investors. This involved iterating on both the business strategy and communication approach to ensure alignment and commitment from all stakeholders.

CartoFront successfully pivoted from the PropTech sector to the InsurTech sector, securing $2 million in funding to develop a new product focused on flood insurance distribution and lead generation. Leveraging placements on Multiple Listing Systems and real estate platforms nationwide, CartoFront generated nearly 75,000 leads.

Building on this success, CartoFront is now pursuing the expansion of its core platform into AI-enabled sales enablement. This strategic move aims to further enhance its market position and capitalize on emerging technologies in the insurance and real estate sectors.

The revitalization of CartoFront through strategic pivot and effective communication underscores the importance of agility and adaptability in the startup ecosystem. By leveraging insights from stakeholders and committing to a new strategic direction, CartoFront not only secured additional funding but also positioned itself for continued growth and innovation in the competitive InsurTech market.