Morgan Edmondson and his two co-founders Luke Kellett and William Fletcher are celebrating the launch of Discovry, their new AI social media marketing platform that helps businesses to automate their content marketing processes. 

While they are busy onboarding new customers the team is also gearing up for their early seed round, looking at raising £250,000 to help grow their development team and take their technology to the next level.

The idea for Discovry has been developed with the help of the Launch Space incubator, based alongside Future Space in the University Enterprise Zone. Future Space supports our annual celebration of talent in the tech sector, The SPARKies, by sponsoring our FutureSPARK award. 

The award recognises people under 25 who are disrupting the sector with new and exciting ideas. Future Space is passionate about supporting young and emerging talent and has championed Morgan and his team’s development from the beginning.

Changing how we do content

Morgan and Will met while studying the Team Entrepreneurship course at UWE Bristol’s Business School. Even before attending university, Morgan was running his own digital marketing agency with Luke, who he met at school. Luke went on to study law at the University of Exeter, but the two continued their professional relationship and friendship.

Through the University’s innovation and incubation support, Morgan and his co-founders were introduced to the tech ecosystem in Bristol and decided that this is where they were meant to be.

“Since working with Launch Space we’ve filtered through four business ideas to get to the point we’re at now”

“At university, we came up with In Chain, a blockchain database startup. This is when we first applied for Launch Space,” says Morgan. 

“At this point, we had no experience in bringing anything to market – especially in the tech space – or developing an MVP. Since working with Launch Space we’ve filtered through four business ideas to get to the point we’re at now.”

By ‘failing fast’ Morgan says they have learned key lessons that they are now applying to their current product. 

“The biggest learning for us has been the idea of what an MVP is,” he explains. “When we were working on the blockchain idea we got caught up in a cycle of trying to build the best product. We didn’t speak to customers – we were just building what we thought was right.”

He admits that this approach delayed the rate they get to market, but it was a process that needed to happen. “We ended up building a product that nobody wanted! It was one of the hardest lessons to swallow, but one of the most valuable.”

Morgan puts much of this learning down to the support he has received at UWE Bristol, especially from the teams at Launch Space and Future Space. 

“As we develop the technology and grow the business we hope to work with larger businesses and look at automating other business processes using generative AI”

“The workshops and framework sessions that they run at Launch Space really helped us to understand the realities of building a startup from the ground up. These covered the fundamentals of value propositions, fundraising, and taking a product to market. 

“We were able to build close relationships with other startups and with Mark and Aimee who run the course. Mark continues to support us with the technical and the commercial side of the business and Aimee is helping us on the people side helping us to build a team.”

A year on from joining Launch Space they are taking their marketing SaaS platform, Discovry, to market. The platform helps small businesses to automate their content marketing process by generating AI-based content. They already have people signed up for the platform that they are onboarding, and Morgan has high hopes for the technology in the future.

“We’re currently working with SMEs and we are showing solid traction, but as we develop the technology and grow the business we hope to work with larger businesses and look at automating other business processes using generative AI.”

Mark Corderoy, Incubation Manager and Entrepreneur-in-Residence, says “Working with the team at Discovry has been an absolute pleasure. They are receptive to ideas, willing to learn new skills, and committed to the success of their startup. They exhibit the critical attributes of all good founders, flexibility, determination, and application. I am excited to see how they develop and grow their business in the next twelve months.”

Find out more about Discovry

Interested in investing? Contact Morgan at morgan@discovry.co.uk

Shona Wright

Shona covers all things editorial at TechSPARK. She publishes news articles, interviews and features about our fantastic tech and digital ecosystem, working with startups and scaleups to spread the word about the cool things they're up to. She also oversees TechSPARK's social media, sharing the latest updates on everything from investment news to green tech meetups and inspirational stories.