Launching Understanding Zoe, our tech startup, began as a personal project to support our family’s needs, but it quickly grew into something far bigger. 

Within months, what started as a simple idea evolved into a powerful tool, catching the attention of one of the world’s most prestigious accelerators, Techstars. 

I want to share how Understanding Zoe transformed from a family solution into a thriving venture that empowers parents of neurodivergent children. And also share how I used my business teachings to build this business from scratch. 

The beginning: our why, vision, mission 

In May 2024, the seeds of Understanding Zoe were planted, driven by our desire to support our daughter (part of our why). 

We began creating a tool to better understand her needs, but it wasn’t long before we realised the potential for this tool to help other families facing similar challenges.

The core mission of Understanding Zoe is simple: empower parents of neurodivergent children with personalised insights, actionable tips, and tools to better coordinate care. It bridges the gap between understanding a child’s needs and meeting them in practical, meaningful ways.

What began as a family project rapidly gained momentum. By August 2024, the platform was officially incorporated, and with early development, beta testing, and continuous feedback from close family members, we were creating not just a product but a solution that could truly change lives.

Action: reflect on your why, your vision, and your mission (this is the best place to start when you are looking at starting business. This is when things start to accelerate. 

The power of beta testing and customer research 

As Understanding Zoe entered the beta testing phase, its potential became crystal clear. 

Early users provided invaluable feedback, highlighting how transformative the platform could be. This stage wasn’t just about testing features. It was about listening, learning, and optimising.

Each piece of feedback was an opportunity for growth, helping us refine the tool to ensure it was user-friendly and effective. This phase laid the foundation for scaling the platform, demonstrating how essential it is to listen to the real-world experiences of the families who will rely on it.

Action: Get feedback first. Talk to your ideal customer and then start delivering something you can test and get feedback on right away. This is about developing the customer avatar and getting your product up and running without perfection. 

Applying for Techstars 

Understanding Zoe gained momentum, and with it came an unexpected opportunity: Techstars. 

For those unfamiliar, Techstars is a global accelerator renowned for its highly competitive selection process, with only about 1% of applicants accepted. 

The accelerator offers mentorship, funding, and networking opportunities that can propel startups to the next level. For us, it meant invaluable resources and the ability to scale at an accelerated pace.

The decision to apply came after a casual coffee chat with a friend, Odette Barry, who suggested we take the leap. Though unsure of the timing, we followed our intuition and submitted the application. The process was rigorous, with multiple rounds of interviews involving panels from both Australia and the US. 

At times, self-doubt crept in, but deep down, we knew that Understanding Zoe was solving a critical problem.

In June 2024, while in France, we received the news: Understanding Zoe had been accepted into Techstars. Keeping it a secret until the official announcement in September was tough, but we knew the real journey was just beginning.

Action: Trust yourself. If you have done the research, and got the feedback on what you have to offer, put it out there. Share it with the world (for us, that meant applying to an accelerator to get the momentum and traction we need, for you it might mean sharing it on social media). 

The next phase: our journey with Techstars

Being part of Techstars has accelerated our growth in unimaginable ways. 

Beyond the funding, the mentorship, connections, and support from some of the brightest minds in AI, health tech, and education have been game-changers. These resources are helping us refine the platform and scale rapidly, while staying true to our mission.

For us, the experience has been a powerful reminder of the importance of finding the right support at the right time. Techstars has not only guided our business growth but also provided the mentorship needed to ensure Understanding Zoe continues to serve families in the best way possible.

Action: Find your "team" the people around you that can help support you. It might be hiring a contractor or getting a mentor to support your journey. 

What can you do right now? 

The journey of Understanding Zoe offers key lessons for those looking to turn passion into purpose. 

One of the biggest takeaways is the importance of starting with a mission close to your heart. What began as a personal need grew because we trusted the process and remained open to feedback.

Another lesson is to be open to unexpected opportunities. Applying to Techstars wasn’t part of our original plan, but taking that leap has opened doors we never could have imagined. Sometimes, you just need to be bold and take chances, you never know what could transform everything.

If you are looking for support and want to see how you can build the foundations to create a thriving business, check out my The Flow Business Accelerator course and start now. 

Not ready yet? Learn more about business foundations in my free guide.