Growing Globally, Greenhouse acts as a Springboard for International Success
Adrian Norman, a local entrepreneur with a passion for the music industry, has embarked on a remarkable journey to expand his business on a global scale. As a participant in our Global Growth Programme, Adrian has gained invaluable insights, mentorship, and resources to accelerate his growth.
His app connects people to their local venues, with over 10,000 venues around the world being located in the app's directory. Leveraging AI, UniteVerse encourages inclusivity and safety for those visiting restaurants and music venues. Community input helps to create a better experience for other patrons, and the app is available on iOS and Android. His participation in our growth programme has turned his attention to a global audience, with hands-on mentoring from our programme partners, Blenheim Chalcot.
In this case study, we will explore Adrian's journey, delving into the challenges he faced, the strategies he employed, and the transformative impact of the Global Growth Programme on his business. Discover how this programme has equipped Adrian with the tools and knowledge to navigate the complexities of international expansion and achieve sustainable success.
Pictured: Adrian Norman
How did your experience in the music industry influence the development of UniteVerse?
I started going to live gigs and clubs in my mid-teens, in the late 80s/early 90s, before phones, when there was a real sense of community. You would get to know those around you in the crowd on the dancefloor, or in the mosh pit. I made many friends and memories, things have obviously changed, but now more than ever before community is important, and so powerful. The industry is struggling for many reasons, the irony is tech is to blame for some of that, but everyone loves some form of music, it is the universal language, everybody deserves to both have equal access to, and enjoyment from it, there should be no barriers or tokensim in 2024. The idea came to me at the International Music Summit in Ibiza in 2022, when Beatport the online electronic music store hosted a panel and talked about making spaces safer. My lived experiences, and undiagnosed neurodiversity, mean that if you give me a problem I find a solution pretty quickly. After being in London for a number of years, my passion is greater than ever, and my network has grown substantially, so everything just felt right and my gut told me this was needed
What was the initial vision for UniteVerse, and how has it evolved?
It came about as a greater good idea, to help people and collect rich data, which there is a lack of in regards to DE&I, safety, neurodiversity and accessibility. There is also a need given the current environment to optimise feedback, to accurately capture and analyse guest satisfaction in real-time and provide actionable insights to improve experiences. Connecting venues/events/festivals/promoters and brands to consumers. This ultimately all supports discovery and adaptability, loneliness and mental health. We got a great team together who have turned it into a business, and once we started work we introduced AI. The partnerships currently being discussed are great, we see the platform as saving people time, as well as the before, during and after, a real ecosystem.
How did you decide to launch UniteVerse in Guernsey? What were the advantages and challenges of doing so?
I came back to the island last year for family reasons, and realised how much Guernsey has changed, there's a lot going on here, it's fantastic to see and hear. I am a proud of the island and always fly the flag. Travel to and from the island can be problematic, but actually, most people here want to help you and see you succeed. London is great, but getting to and from meetings can waste a lot of time.
What are your initial impressions of the Global Growth Programme so far?
It's an amazing opportunity for which I'm truly grateful. I had a corporate job for 30 years, but obviously the startup world, particularly the fundraising and marketing side are new to me. The resources provided are very useful, especially when you are not sure where to start.
What aspects of the programme have you found most engaging or beneficial so far?
So far the marketing knowledge, funnels, bowties and journeys. It all makes sense of course, but when you are working on all areas you tend to not focus on those you may not be strong it, yet are obviously ultimately responsible for
What are your expectations for the remainder of the programme?
To learn more, both as a group and individually, and see how it can be applied.
How do you envision applying what you've learned to your business in the future?
As the CEO it is so important to make informed decisions in a timely manner, therefore all knowledge and understanding attained, especially from those who have already done it, is invaluable. I believe the confidence gained will really help, and also be evident in the support for the team.
