Tech Pitch: familytraveller.com

The founder of the "go-to guide" for family holidays shares his start-up journey - from working for Rupert Murdoch to launching a "cool" online platform...

Company name: familytraveller.com
Founder: Andrew Dent (43)
Background: Former Harrods marketing manager and head of promotions at News International
Based in: Covent Garden, London

Very simply, what does your tech start-up do?

familytraveller.com is the default destination for all things to do with family and travel – simply put 30% of the entire travel industry.

We are an aggregator of the best content, deals, offers and tips. This is a particularly useful offering to our audience of time-poor mums. Our original content is searchable by type of activity, destination, age of children, preferred length of flight time etc.

In May 2014, we launched the familytraveller.com directory. This is a micro payment listings business that allows family friendly small and medium enterprises in the UK leisure sector to promote to the lucrative family audience. This audience has a potential market size of 100,000 and can be targeted with accommodation, attractions and food and drink venue ideas. Through advanced search it also allows our time poor audience a chance to plan and book their family break. The directory is a bespoke tech build specifically designed to generate unique “family-specific” content.

In June 2014, we launched shop.familytraveller.com, our e-commerce retail business. The shop stocks a range of specially curated products picked to enhance and improve family life and those all important holidays.

Tell us why there’s a need – what do you disrupt?

Despite accounting for 30% of the entire UK travel market, family travel is an area under represented in the media. The familytraveller platforms enable advertisers to reach the lucrative family demographic.

Our primary target audience is the 28-45 upper, middle, and lower middle class (ABC1) mother. Just because she now has kids it doesn’t mean she can’t expect well delivered and designed content. Too much of the content in this sector is patronising and frumpy. We endeavour to ‘keep doing cool’.

Are you funded?

Yes, familytraveller.com completed a successful seed round in May 2013 and is currently working on a Series A round with venture capital and industry investors. The business has commercial traction with revenues exceeding £500,000 and growth forecasts of 30% per annum.

What were you doing before starting?

I gained 20 years of marketing and advertising experience working for the likes of Harrods and News International. Having worked for Mohamed Al Fayed and Rupert Murdoch, I figured I had learnt a lot and should give it a go on my own!

What’s the best thing about where you’re based?

We are based in Covent Garden, right next to Pineapple Dance Studios – so the area is always vibrant. The cool warehouse space is a creative and productive environment for our team. We also share space with advertising technology (AdTech) start-up Captify which generates a fun, like-minded and collaborative environment.

Clients love visiting the office and importantly we are within walking distance of most of the main media agencies. Central London space is expensive but the return is worth it.

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