New + Improved Ventures

Background

New + Improved Ventures (N+I) is a venture studio dedicated to transforming the impact and influence of marketing by building technologies and companies at the heart of the future martech stack. Their mission is to bring creativity, confidence, and joy back to marketers' everyday experiences.

Key Strategic Focus

N+I focuses on creating B2B SaaS marketing technology companies that address the evolving needs of marketers. They specialize in developing products that integrate seamlessly into the marketing technology ecosystem, leveraging advanced technologies to enhance marketing effectiveness. Their primary markets include businesses seeking innovative solutions to improve their marketing strategies and operations.

Financials and Funding

In November 2024, N+I raised $6 million to support the creation of three to four new startups. This funding was provided by the founders and investors, including Icehouse Ventures. The capital is intended to launch one or two startups each year, leveraging their experience in developing products that meet market demand.

Pipeline Development

N+I has successfully launched several ventures, including:

Tracksuit: A brand tracking platform that provides affordable and always-on brand tracking. Launched in 2021, Tracksuit has become one of the fastest-growing New Zealand SaaS success stories, closing a $22 million Series A funding round in February 2024.

Ideally: An insights platform designed to help ideas grow. Launched in 2023, Ideally executed a $6 million seed extension in late 2024 to expand into the US market.

Technological Platform and Innovation

N+I distinguishes itself through its proprietary technologies and innovative approaches, including:

Proprietary Technologies: Development of unique platforms like Tracksuit and Ideally that address specific marketing challenges.

Scientific Methodologies: Utilization of data science and machine learning to inform product development and enhance marketing strategies.

Leadership Team

The leadership team at N+I comprises experienced professionals with diverse backgrounds:

Antony Ede: Leads Product and Technical development. With over a decade of experience in startups and early-stage companies, Antony has co-founded several companies, including Tracksuit, Zavy, and Ideally.

Connon Bray: Heads the growth function, exploring problem spaces with marketers and helping founding teams commercialize opportunities. He also chairs the Ideally Board and was part of the founding teams at Tracksuit and TRA.

Chris Paykel: Manages commercial operations, leading the Innovation Team at Previously Unavailable, focusing on new product design, venture building, and innovation strategy.

Simon Pound: Leads Brand for N+I and Venture Studio and Brand Fund 1 for Previously Unavailable. He has extensive experience in defining, growing, building, and funding startup brands.

James Hurman: Founding partner of Previously Unavailable and co-founder of several high-profile New Zealand startups, including Tracksuit and AF Drinks. He is an expert on marketing and advertising effectiveness.

Phoebe Devine: Leads design for N+I, building distinctive identities for N+I’s ventures. She is a Partner at Previously Unavailable and has led design teams on various startup and scale-up projects.

Hannah Andrews: Serves as COO, streamlining the studio’s strategies and processes for maximum efficiency and innovation. She has experience as a technology lawyer and was CEO and founder of her own technology startup.

Ashish Ansurkar: A Full-Stack Developer with a strong track record in building impactful applications, contributing significantly to the development of MVPs and first versions for Tracksuit and Ideally.

Competitor Profile

Market Insights and Dynamics

The marketing technology (martech) industry is experiencing rapid growth, driven by the increasing need for businesses to enhance their marketing strategies through technology. The market is characterized by a high demand for innovative solutions that can provide measurable results and integrate seamlessly into existing marketing ecosystems.

Competitor Analysis

N+I operates in a competitive landscape with several notable players:

Unusual Ventures: A seed-stage venture capital firm based in Menlo Park, California, focusing on early-stage investments in enterprise software startups, particularly those leveraging artificial intelligence.

Alumni Ventures: An American venture capital firm headquartered in Manchester, New Hampshire, creating investment funds for university alumni to invest in.

Better Ventures: A venture capital firm providing funding and support to companies creating scalable solutions to global challenges, focusing on technology's power to address significant issues.

Strategic Collaborations and Partnerships

N+I collaborates with various stakeholders to strengthen its market position and innovation capacity. Notably, they are backed by Icehouse Ventures, which provides financial support and strategic guidance.

Operational Insights

N+I's strategic considerations include:

Market Position: Establishing a strong presence in the martech industry by developing innovative solutions that address specific marketing challenges.

Competitive Advantages: Leveraging their experienced leadership team, proprietary technologies, and strategic partnerships to differentiate themselves from competitors.