Expanding Globally: How This African Startup Is Building a Roadmap for the US Market

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Welcome to StartUp Health NOW, the podcast where we celebrate the entrepreneurs and innovators who are transforming health.

One of our favorite things about the StartUp Health community of nearly 500 companies and upwards of a 1000 entrepreneurs is how global it is. It is so easy to get caught up in your local challenges and your standard ways of doing business and forget that there is this global village of entrepreneurs, many of whom are thinking in wonderfully different and creative ways about the same challenges you’re facing. We need each other, and we need to build strong lines of communication.

One way that we see cross-border innovation is when a startup attempts to break into a new global market. On this podcast episode, we’re bringing you one such story, a snapshot of a startup working to expand from South Africa to the United States. The conversation is with Herman Lintvelt
and Michael (Fox) van der Linde, the founders of Augmental Technologies, a StartUp Health portfolio company providing digital coaching and content that supports families with children who have ADHD, autism, Tourette syndrome, and other neurodivergent conditions.

We wanted to learn some of the practical ways they’re adapting to a new market environment. Like, are they setting up a physical office in the United States or going all virtual? How are they handling marketing and branding? How did they locate collaboration partners?

And we also wanted to hear what they’re bringing with them that’s unique to South African entrepreneurs. We need a diversity of perspectives – different styles of ingenuity – in order to break out of the intractable problems we experience in health. Entrepreneurs from resource-constrained environments have to solve business challenges with their own blend of creativity and pragmatism. As Augmental Tech brings their platform from South Africa to the United States, they’re bringing that ingenuity with them, and using it to build a market advantage.

In our chat they offered us a slice of life of a startup in the midst of international expansion and share a number of helpful nuggets of wisdom that’ll be useful to entrepreneurs at any stage of growth. Enjoy!