Tulu, has built the world's largest in-apartment building "product access and usage" platform. With over 500 buildings WW and a new one every day, Tulu installs micro-retail touchpoints — sophisticated, app-controlled "vending" units — inside residential housing buildings, letting residents rent physical products on demand: vacuum cleaners, drills, PlayStations etc, alongside buyable items like snacks and printing. The physical units are paired with the "Tulu brain," an AI layer that turns real-world usage data into consumer insights, curating the right product mix per building.

Built on two mega-trends - USAGE replacing OWNERSHIP, and AI allowing massive data usage and targeting - Tulu's "ecosystem" directly addresses the needs of, and engages, three actors: tenants, property managers, and brands. This allows Tulu to monetize these relationships.

One major takeaway - if you can simultaneously address the needs of multiple actors, you can create a flywheel of profitable growth. This is precisely what Sunbit does. Now add Tulu to the list. According to Yishai and Yael:

• 14 countries
• 65+ cities
• 500+ buildings (and "adding a new Tulu every day")
• 250,000+ potential consumers reached (right where they live)
• ~400 residential units in the average Tulu building
• Stated path to $100M in the next few years

HBS's Bill Kerr and I have collectively and jointly written dozens of HBS cases on scaling companies, and taught hundreds of classes. For this discussion, we AI- analyzed the transcripts of 38 ScaleApp episodes for scale up insights and dilemmas.

Here are some of the questions we explore in Episode 39:

• What really is scaling?
• Which is key, debt or equity? Why, when, how?
• Are unicorns real or imaginary?
• What is the difference between selling, and sales?
• Which comes first, process or profit?

Listen to this unique ScaleApp episode!! You'll like it!

I have been writing cases about entrepreneurs since 2005 - close to 50 HBS cases published. None is so interesting as the three cases I (some with my HBS colleague, Bill Kerr) I have written on Robert Wessman, 57, Icelandic, founder of SEVERAL multi-billion dollar companies - Actavis (formerly ACT) is now one of the top three generics companies IN THE WORLD. Alvotech (ALVO) is one of the leading biosimilars makers.

Robert has scale-up down-pat as a well-honed, time-tested system:

1. Start with a CLEAR and CONFIRMED CONVICTION, one that is often CONTRARIAN.
2. Surround yourself with a CORE of COMMITTED COLLEAGUES.
3. Build a CULTURE and CAPACITY based on COMPETENCE, COLLABORATION
4. COMPETE to win.
5. COORDINATE behavior through a rigorous management system.

WORTH LISTENING!!!

Https://scaleapp.buzzsprout.com Buzzsprout
http://bit.ly/3UtTL9o Apple
https://tinyurl.com/YouScale YouTube
http://bit.ly/45hz7j0 Spotify
https://tinyurl.com/ScaleAppAmazon Amazon Music