Daria Markova

🔎At Goddess Gaia Ventures, Aya Suzuki, CFA and the wider GGV team have built the first of its kind proprietary CRM which encompasses over 2,000 companies which are commercialising #innovations in #womenshealth across our 5 verticals: women's #fertility; women's cancer; women's #wellness; women's lifestyle diseases and #Femtech products and services. Our CRM captures #diversity within each of these companies to ensure that it is tracked and represented within our pipeline. Looking at the founders and/or C-Suites of the active women health companies based in UK, Europe and Israel: 👩🏾👳🏽‍♂️ 17% appeared to have at least one BIPOC individual 🚺 66% appeared to have at least one female 💸 At GGV, we make investing in best-in-class #diverse founders a priority as we see the #impact and #returns such founders represent. In such, 45% of our #investments have at least one minoritised ethnic individual on their founding / C-suite team. 🥇 TechCrunch published an article stating that 70% of unicorns have "underdog founders" - i.e. women, immigrants or minoritised individuals. Such founders have historically been “were forced to develop a growth mindset, with values, work ethic and ambitions”. We've seen this within our portfolio and continue to actively support these founders. Although “underdog founders” represent huge potential. McKinsey & Company found that “white men” tend to receive over 80% of total funding at any stage. ⛓ It's time to break the cycle and drive investments into more diverse founders.   At Goddess Gaia Ventures, we back founders leading best in class ventures delivering best outcomes in Women’s health. We support diverse founders at Seed and the in-between Pre-Series A gaps where funding is needed the most in order to propel ventures into an impactful Series A. If you liked this, please follow Goddess Gaia Ventures for more content. &SISTERS Syrona Health Holly Health SPOKE Biorithm Wild.AI Anya Planet Nourish Predicta Med Nostos Genomics luna Maven Clinic The Well HQ Thanks to Lauren Georg #Femtech #AI #ArtificialInteligence #HealthAndWellness #MentalHealth #GenderGap #PerformanceOptimization #Inclusion #FemaleFounder #Innovation #VentureCapital #Equity #WomensHealth #HealthcareInnovation #DigitalHealth  Picture Credits: Harvard Business Review

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My mum overcame breast cancer and diabetes not just because of the NHS. She aggressively changed her lifestyle and adapted every consumer item she had to heal herself. Today I launch Virgo Insights, a market intelligence company that helps D2C health brands sell to more people like her. The growing access issue in the NHS coupled with ‘our country getting sicker’ (BMA 2024) bothers me. Working in the NHS as a Growth Partner to an incredible GP who fixed their access issue was life-changing. But if the majority of GPs don’t follow suit, then the majority of people will never have the same level of care. My solution had to leverage the NHS and meet patients where they are increasingly looking for health answers, which is D2C and online. But selling D2C health solutions in the UK is tough. From my experience in medical sales, a private GP, and Holland & Barrett, more people are willing and want to spend more on their health. Yet we still rely on the healthcare system more than other countries and statistically invest less in their health. The difference in attitude and behaviour stems from brands lacking insights into the UK consumer health market, consumer sentiment and behaviour. As a consequence, they struggle to create campaigns that increase customer acquisition. We solve this issue by providing holistic consumer data insights and market intelligence. Our consumer health intelligence comes from millions of data points, including the NHS, Google, pharmacies, retail, news, and social media. This helps us find market gaps, reveal latent demand, and identify trends. We ensure our data and analysis provide the best insights into your target consumers' health profiles. Once you have the intel, we support marketing and medical teams in running compliant and creative health campaigns. The goal is to change sentiments and encourage new behaviours. We want people to buy your product to get healthier. We also have a health talent agency where you can collaborate with clinicians and health advocates. I'm pleased to co-found Virgo Insights with our Medical Director, Dr Claire Ashley. She is a GP, a TV personality, and an expert on health inequalities. If that's not enough, she is an experienced clinical content creator who has racked up millions of views selling D2C health solutions. If you are a brand that wants to gain a competitive advantage with our services, please email [email protected]. Our ethos is: “In the NHS we trust. All others must bring data.”

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I am excited to announce that I’m hosting a Fully Funded Half-Day Brand Strategy Workshop tailored for busy founders who need impactful brand insights without sacrificing valuable time! This intensive session is packed with actionable strategies to boost your brand’s clarity, consistency, and competitiveness. Whether you’re looking to refine your brand narrative, identify your target audience, or sharpen your brand messaging, this workshop has got you covered. 💡 What You’ll Gain: • Brand Clarity: Define your mission, vision, and values with precision. • Problem Identification: Discover the deeper emotional and practical benefits your brand offers. • Audience Targeting: Pinpoint your niche and understand the behaviours of your ideal customers. • Messaging & Positioning: Craft compelling messages that resonate and position your brand effectively. By the end of the workshop, you’ll leave with a clear action plan to drive your brand forward—efficiently and effectively. 1/2 Day Busy Founders Brand Workshop 28th October - 9:00 to 13:30 One Strawberry Lane, Newcastle upon Tyne, NE1 4BX Register your interest here: https://lnkd.in/df-E5qUZ 👉 Know someone who could benefit? Please share this post with them! Let’s help more founders make a big impact with their brand! #BrandStrategy #Founders #Workshop #Entrepreneurship

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How do you engage men in a conversation they don’t want to be a part of? 🤔 In the 10 years since it started, Prostate Cancer UK’s unapologetically male brand has stood out in campaigns and drastically grown awareness about the UK’s biggest cancer killer. But, the brand was designed for fundraising, not supporting - meaning it wasn’t reaching as many men as it needed to. With an ambitious new business strategy, Prostate Cancer UK came to us to lay the foundations for the next phase of impactful growth, by refreshing their brand from the inside out. So, to stand out in healthcare settings and communicate with all men (including men in harder to reach communities), we created a tone of voice based on how men really talk about prostate cancer, and uplifted the visual identity; with warmer colours, a simplified logo, a more characterful font, optimistic and honest photography and breathed a lot of life and personality into the charity’s ‘men characters’. Check out our full case study here: https: https://lnkd.in/ePBq8XGy #branding #brandidentity #brandstrategy

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Interesting to read in Campaign Middle East about the shifts in media consumption habits in the UAE, driven by Gen Z. Whilst live TV watching is down, on demand streaming is up - with YouTube continuing to take the lion's share of viewing, especially for Gen Z users. And when it comes to music, Gen Z are listening for more than 11 hours per week on music streaming platforms. Google podcast is also making gains in popularity, witnessing a small, albeit not insignificant 5% growth amongst the Gen Z users. Should the big players like Spotify and Apple Podcasts be worried? It will be interesting to see how these shifts continue now the competition is hotting up. https://lnkd.in/dpwQieuj

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Latergram alert - but definitely worth the read. April is hands down my favourite month in marketing thanks to all the April Fool’s campaigns. Thank you Campaign Middle East and Ishwari Khatu for considering my thoughts for last month’s issue and always supporting homegrown talent. Curious to know which campaign stole my heart? Check it out: https://lnkd.in/eMsfpvKz (page 8) And if you want a sneak peek, here's the link to my favorite campaign: https://lnkd.in/eExgTZGB

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We love to see our clients win! → Fastest growing skincare brand in the UK. → Made the Sunday Times Hundred 2024 list. → Only skincare brand to make the cut. I’m revealing the exact strategy we implemented for the brand ⬇️ 1️⃣ Brand Audit - Competitors - Current performance creative - Customer feedback & reviews - Brand tone, personas, positioning This formed the basis for our → Creative strategy → The production of native assets for performance channels 2️⃣ Implemented performance-focused creative strategy and production Began our schedule of content output across: - Segmented high-prod, UGC, and design ads - Segmented personas/angles into each creative type - Developed key concepts with an 80/20 split of data-driven frameworks mixed in with big swings 3️⃣ Results-oriented, USP driven statics The product gave us lots to work with. → Clear USPs → Providing customers with a solution → For transforming their skin and confidence We tested across these angles to produce static concepts. 4️⃣ High-prod founder's story The founder has a powerful origin story, we leaned into this authenticity. → Packaged it up → Into strong, polished assets → That built trust and drove significant ROI Sales is effective storytelling. 5️⃣ Test → learn → iterate → scale Using ad account best practices of: - Consolidated structure (low % in learning) - Isolated creative testing (for clear data and learnings) - High volume of inputs - Leveraging ASC The results? ✅ Consistently driving incremental improvements. ✅ MoM efficient and profitable new customer growth. p.s. Shoutout to Nic Taylor and the team for hitting these milestones!

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Had a very insightful and thought-provoking day at the Walpole British Luxury Summit 2024. The theme of today’s session was ‘Where’s next for luxury?’, and the answer… bigger and brighter, with deeper customer connections, cultural brand partnerships and innovative story-telling. Great to hear some wonderful insights and trends from some of the leading brands in the market including Burberry, Christie's, Stella McCartney, Neal's Yard Remedies, Mulberry England and Belmond. A few personal highlights from Bain & Company’s latest luxury market research… - The personal luxury goods market is now worth €362 billion, and is expected to growth between 5-7% by 2030 - Experience-based goods (i.e. automotive) are seeing the biggest growth at +15%, closing followed by experiences (i.e. travel, hospitality) at +10% - Gen Z are key influencers for the luxury market, but millennials are set to account for more than 50% of the market by 2030 - Luxury brands core customer bases are suffering. They want personalised and transhuman experiences - In order to survive, luxury brands need to stand out through creativity, increased relevance, seeking customer love and driving strategic marketing and talent investments Many thanks to Helen Brocklebank, Charlotte Keesing and the whole Walpole team for organising such a brilliant and inspiring event! #luxury #luxurymarketing #britishluxury #walpole

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🔎At Goddess Gaia Ventures, Aya Suzuki, CFA and the wider GGV team have built the first of its kind proprietary CRM which encompasses over 2,000 companies which are commercialising #innovations in #womenshealth across our 5 verticals: women's #fertility; women's cancer; women's #wellness; women's chronic diseases and #Femtech products and services. Within our CRM we track where these companies are headquartered: 🇺🇸 27.58% are in the US 🇬🇧 22.39% are in the UK 🇪🇺🇮🇱 25.35% are in Europe and Israel (excluding UK). 🌏 24.68% are in other geographies The biggest healthcare companies are found in the US with the majority of #funding for companies in the women’s health space focused within these borders and #valuations tending to be significantly higher than in other geographies. 💸  GGV invests across the UK, Europe and Israel as we believe founders within these geographies have the potential to have a huge #impact and are able to make substantial #returns. With the correct support and backing, companies within the UK, Europe and Israel are able to truly scale their innovations. Why should start-ups in healthcare in the UK, Europe and Israel get more attention? 🔬 R&D and Universities - private & healthcare institutions and governmental bodies actively fund important R&D in world-leading universities leading to more #innovative spin-outs. 💰 Governmental Grants - The UK, Europe and Israel governmental bodies are very generous with their grants towards the most innovative companies in their ecosystems effectively enabling these #startups to move swiftly forwards with non-dilutive assistance. ❤️ Passion for change - These geographies host entrepreneurs who truly have a #passion for making the world a better place and bringing forward innovative ideas to solve for inefficiencies and obstacles. 🛠 Skilled Workforce - The UK, Europe and Israel has a pool of highly skilled workers coming from world-leading universities who create these start-ups and also want to work within them. 💡 Strong Ecosystem of Innovation - These geographies are home to a strong #entrepreneurial mindset where multiple start-ups and legacy companies can be found. At Goddess Gaia Ventures, we back founders leading best in class ventures delivering best outcomes in Women’s health. We support diverse founders at Seed and the in-between Pre-Series A gaps where funding is needed the most in order to propel ventures into an impactful Series A. If you liked this, please follow Goddess Gaia Ventures for more content. &SISTERS Syrona Health Holly Health SPOKE Biorithm Wild.AI Anya Nabta Health Planet Nourish Predicta Med Nostos Genomics luna Maven Clinic The Well HQ Thanks to Lauren Georg #Femtech #AI #ArtificialInteligence #HealthAndWellness #MentalHealth #GenderGap #PerformanceOptimization #Inclusion #FemaleFounder #Innovation #VentureCapital #Equity #WomensHealth #HealthcareInnovation #DigitalHealth Sources: Qubika, DealRoom Picture Credits: Vecteezy

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Get back to basics: Brand marketing is killing performance marketing! Recent analysis from Nest Commerce has revealed a significant shift in the e-commerce landscape, signalling the decline of traditional performance-only marketing in favour of a more holistic approach to digital brand building. In the race for immediate results, many companies have overlooked the importance of cultivating strong brand awareness, but this report serves as a wake-up call. The findings highlight the necessity of adopting a 'full-funnel performance' strategy, where awareness marketing plays a crucial role alongside performance-driven tactics. Companies that integrate both approaches are reaping the rewards, experiencing a remarkable 31% YoY increase in Return on Ad Spend (ROAS), compared to those solely focused on performance. Read more: https://lnkd.in/ec8HaUm4 Now more than ever, it's essential for businesses to strike a balance between short-term gains and long-term brand building. Don't underestimate the power of brand awareness in driving sustained growth and customer loyalty. #DigitalMarketing #BrandBuilding #Ecommerce #MarketingTrends

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Read a very interesting post by Fraser Cottrell about how Steven Bartlett tests over 100 thumbnails BEFORE even publishing a new podcast episode. < A perfect & elegant blend of Paid + Organic> For those who don't know Steven runs a podcast Diary Of A CEO (DOAC), which is one of the best ones in the space of business and entrepreneurship What Steve's team does is - use FB ads for figuring out what thumbnails works best. Why injure your brain when Meta's mighty algorithm can assist. Testing small-budget campaigns they test the thumbnails as ad creatives before episode launch. Directing users to subscribe to his YouTube. Whatever image wins that test becomes the thumbnail + they might get new followers or two ;) Taking inspiration from this, you can use this for optimising ANY of your of your launches, before the final product hits the ground. The original post by Fraser is in the comments 😀 It was a great read!

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No one is looking 👀 When you’re small no one really knows you exist. Except a small group of fans. Whilst that feels frustrating, as you try and reach the masses, it’s also liberating. You don’t have 50 years of brand equity to worry about with a fear of messing up that makes what so many brands do disappear into the background. You can be bolder than you feel. Try something out. And try again. Test Learn Repeat Or not When you’re a challenger brand coming in to shake up what’s happening amongst old timers, you should be bolder than you feel. “If you don’t think what you say might at least annoy a couple of people, you’re not being bold enough” >> someone said this to me once - James Hickson was it you? Good advice. You won’t be small forever. Enjoy it. * Day 8 of 30 on #Smallbusiness and #startups #founders #communication #brandstrategy #challenger

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We've been B Corp Certified for just over a year now and the certification process was absolutely worth it!! If you're thinking about joining the movement, you might find the tips in our blog helpful!! #BCORP #PurposeDriven #SocialMediaAgency Naturally Social | B Corp Certified

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Calling all Entrepreneurial Queenagers* *fun-loving, ambitious, midlife businesswomen - boring people need not apply 😂 I'm looking for 10 beta testers for a brand new programme which combines the woo with the do over 12 weeks of high-touch support and mentorship. If this sounds like you? Then DM me or book a quick 15 min chat for more details https://lnkd.in/ehM3uRD8 ✅ You’re a midlife businesswoman with an online, service based business ✅ You want to transform your online visibility through the power of video ✅ You’re ready to do the work and take massive action ✅ You’re on a mission to change people’s lives DM me or book a quick 15 min chat for more details. https://lnkd.in/ehM3uRD8

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