This Week in Startups

Even great startups sometimes need to pivot (feat. Francisco Cornejo of Theo) | E2214

36 snips
Nov 24, 2025
Francisco Cornejo, founder of Familify and the innovative Theo app, discusses a pivotal moment when Storybook's growth stalled despite great reviews. By experimenting with Bible stories, they discovered strong user demand that propelled Theo to surpass Storybook in just weeks. Colin Sebastian introduces En Vérité, highlighting how AI simplifies due diligence for investors, while Jake Triton of Pitch Perfect shares insights on SMS compliance and how his platform enhances communication for SMBs. The conversation emphasizes adaptability and data-driven decisions for startup success.
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INSIGHT

Experiments Reveal New Product Market Fit

  • Running frequent experiments revealed a distinct, higher-value user segment for Familify.
  • Launching a dedicated product (Theo) unlocked much faster growth and revenue.
ADVICE

Review Metrics To Find Hidden Opportunities

  • Regularly review metric segments to spot surprising pockets of demand.
  • When you find one, run focused experiments and be ready to pivot product strategy quickly.
ANECDOTE

Cofounder Conversation Sparked The Pivot

  • The idea to test prayer and Bible stories came from conversations between Francisco and his wife and cofounder, Daniela.
  • They launched Bible stories in 2024 and the data later revealed the stronger user response.
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