Uplifting Teachers with Fetchy

From zero to global adoption: how my co-founder and I successfully launched an ed-tech startup from my basement.
www.fetchy.com
COMPANY
Fetchy
fetchy.com
PLATFORMS
Web
Responsive
CLIENT
Internal
Project
TIME FRAME
6
Months
TEAM SIZE
2
People
ROLE
Founder
All Roles
  • Company
    Fetchy
  • Client
    Internal
  • Time Frame
    4 months
  • Team Size
    2 people
  • Role
    Founder
    I'm currently open to exploring new opportunities that align with my passion for transformative design and strategic innovation.
COMPANY
Fetchy
SAAS
YEAR
2023
Launched
CLIENT
Internal
Project
TIME FRAME
6
Months
TEAM SIZE
2
People
ROLE
Founder
All Roles
COMPANY
Fetchy
SAAS
YEAR
2023
Launched
CLIENT
Internal
Project
TIME FRAME
6
Months
TEAM SIZE
2
People
ROLE
Founder
All Roles
I created this promotional video to quickly and efficiently show educators what Fetchy's all about.
  • Company
    Fetchy
  • Client
    Internal
  • Time Frame
    4 months
  • Team Size
    2 people
  • Role
    Founder
    I'm currently open to exploring new opportunities that align with my passion for transformative design and strategic innovation.

Old School Problems

The education system is like a dinosaur – big, slow, and ready for extinction. Teachers are drowning in mundane tasks, losing the spark that got them into teaching in the first place.

#1 
Teaching is the most 'burnt-out' profession
53%
Teachers planning to leave the profession
85%
Teachers citing work as unsustainable

New Possibilities

Improving how teachers work required me to change how I worked. Imagine leaving a top tech company and joining a scrappy basement startup. That's the leap I took, driven by a conviction to support educators.

Unlikely Partners

I found an unexpected yet perfect collaborator in my sister, a brilliant educator. While she didn't have tech or design chops, her extensive knowledge and unwavering passion for teaching fueled our creativity.
United Vision
We were convinced that AI could revolutionize how teachers work.
Distinct Roles
I brought the entire vision to life; my co-founder served as an advisor.
Rooted in Education
I knew that partnering with an experienced educator would be critical.
We saw AI as a modern solution to outdated teaching methods.

Reality Check

So, we pitched our "AI vision" to teachers and got blank stares. They looked at us like we were speaking Martian. In that moment, I had a realization — I didn’t understand anything about their world.

Cyclical Teacher Journey

My first stab at understanding their world was developing a high-level journey map to identify teacher segments and guide research opportunities. This map reveals the emotional cycles that teachers experience, helping us to identify where we could make their lives easier.
I'm used to how I work, it's hard to change.
Cherise, 4th Grade Teacher

“I'm used to how I work, it's hard to change.”

8th Grade Teacher

“I don't have time to learn another program.”

3rd Grade Teacher
Guided by research insights, I designed this cyclical teacher journey to identify user segments and inform research opportunities.

Insights and breakthroughs

Diving into teachers' daily lives offered profound insights. I shadowed them at work. I interviewed them in the classroom. I learned a lot more than just their love for soda; I uncovered core principles that shaped our design direction.

Software is often imposed on teachers
Fetchy should be a friend, not feel forced upon anyone
Teachers don't have time in the day
Fetchy must be intuitive and efficient at solving needs
Teachers are poorly compensated
Fetchy must be affordable and cost effective
Teachers experience high emotional stress
The design must reduce stress and invoke calmness
Teachers have varied and unique needs
The tools must be flexible and adaptive
Teachers already have established methods
Fetchy must elegantly integrate with teachers' workflows
When do you
actually get a break from the kids?
How much time
at home is eaten up by work?
What's one thing
you want to automate?
Does tech help
or just add a ton of noise?
What does your
average work day look like?
What's the biggest
myth about being a teacher?

I learned a ton.

  • 1
    Teachers are so overworked it's not funny
  • 2
    Teachers are seriously underpaid
  • 3
    Teachers have no autonomy. They are told what, when, and how to teach.

“I barely manage to make it through each day.”

3rd Grade Teacher

“They give us new programs all the time.”

3rd Grade Teacher

“I spend time on the weekend working.”

3rd Grade Teacher

Applying Our Learnings

Starting a company is like navigating a maze, where every turn represents a critical decision. Guided by the insights from our research, we made strategic choices that shaped our product's path. Here's a few examples:

I'm used to how I work, it's hard to change.
Cherise, 4th Grade Teacher
Shelved

Universal Chat

In the beginning, we aimed to centralize functionality in one universal chat. But this approach made it hard for testers to see all our features at a glance. Guided by the principle of being intuitive, we switched to individual tools for specific tasks, giving a clearer inventory of Fetchy's offerings.
Shelved
Categorization by Subject
As seen in this planning document, we initially organized tools by both subject and function, but this added unnecessary complexity. So, we switched to task-related categories, which align better with teachers' workflows.
Adopted
Handoff Between Tasks
To enhance integration, we introduced a feature that enables seamless transitions between tools. Users can tap a highlighted link in the AI response to switch between tasks effortlessly. This innovation empowers teachers with choice while also preventing information overload.
It was imperative that results are delivered in real-time, enhancing utility and impressions of responsiveness.
I crafted illustrations that embody whimsy and friendliness, ensuring clarity in our communication with teachers.
The sign up button appears in the header upon scrolling, nudging users to action with seamless continuity.
Our language switcher floats over the interface, intentionally enabling educators to switch languages at any time.
Form submission buttons are disabled until required fields are filled, ensuring clarity and error prevention.

Little Details

Measuring Success

We aren't just selling software; we're selling empowerment. Fetchy is about teachers reclaiming time, rekindling their passion for teaching, and knowing they've got a loyal companion by their side.

Fetchy changed the way I teach.
Elise, 5th Grade Teacher
150+
Schools adopting Fetchy worldwide
* Latest data as of Jan, 2024
78%
Monthly subscriber renewal rate
* Latest data as of Jan, 2024
250+
Schools worldwide have adopted Fetchy
* At least that's what they tell us!
85%
Monthly subscriber renewal rate.
* At least that's what they tell us!

Lessons Learned

Building a company from scratch is a great deal of work. From product management to engineering, and everything in-between, I did it all. Amidst the chaos, however, I discovered a deeper sense of purpose.

Naming Fetchy: A Lesson in Pivoting
In the world of startups, naming your creation can be a dance between inspiration and frustration.

We originally embarked on the name "Classpack.” But as the feedback from users poured in, our initial enthusiasm dwindled. It sounded too much like existing educational software. To make matters worse, trademark hurdles threw a wrench into our plans.

Then came a pivotal moment. Amidst a whirlwind of brainstorming, I casually threw out the name "Fetchy." Did it sound too much like a dog-walking app? Perhaps. But did that actually matter?

Fetchy encapsulates the essence of a loyal companion, ready to fetch anything a teacher needs. Friendly, reliable, and memorable, Fetchy has become the embodiment of our vision. It’s not just a name; it’s a persona, promising to make teaching “a walk in the park" and becoming "every teacher's best friend."

In that brainstorming moment, everything fell into place, exemplifying the transformative power of taking risks when it mattered most.

And, by the way, that risk paid off... teachers love the name. They can spell it. It’s memorable. It tells a story.
Family Ties: A Lesson in Collaboration
Diving into a project with my sister was a bold move—combining family dynamics with professional collaboration. She's an educator with a brilliant mind and a straightforward approach, essential qualities for our educational tool, enriching our teamwork with her insights and clarity.

From the outset, it was clear this venture was different. Her directness, often seen as headstrong, became our compass—guiding us through the murky waters of decision-making. Her lack of tech jargon was never a barrier; instead, it brought us back to our core mission: creating something truly valuable for educators.

A defining moment came when we deliberated over the user interface. Eager to innovate, I proposed a sophisticated feature. She, with her educator's lens, asked, "Will this truly make teachers' lives easier?" Her insight wasn't a critique but a necessary pivot, reminding us that our goal was utility and ease for educators. This shift in perspective was crucial; it was about marrying innovation with practicality, a balance we strove to maintain throughout our project.

This experience deepened my understanding of collaboration. Through it, listening evolved into my most valuable skill, transforming each discussion into a profound learning opportunity. I rediscovered the strength in asking for help, moving beyond the lone-wolf mentality that had characterized my early career.

Working with a sibling proved that embracing diverse perspectives, especially from those closest to us, can lead to unexpected and rewarding destinations.
Balancing Act: A Lesson in Seeking Support
Starting a company is an immense undertaking, and I've always taken pride in delivering top-quality work. There were times when I hesitated to outsource responsibilities, fearing that the essence of our vision might be diluted. However, the relentless pursuit of perfection led me to burn the candle at both ends, working tirelessly from dawn to midnight.

Engineering posed a monumental challenge, one that stretched my capabilities to the limit. While I embraced it wholeheartedly, it wasn't my primary area of expertise. The product designs underwent frequent iterations as new insights flooded in, and the weight of managing the entire company became a formidable burden.

Reflecting on this journey, I now realize the value of seeking support. It became evident that I could have lightened the load by enlisting the help of skilled individuals. There were opportunities to hire experts who could share the responsibility and free up my time and energy.

Thankfully, my sister, a co-founder, was a pillar of support during these trying times. Her presence was invaluable, even though she lacked technical expertise. It taught me the importance of reaching out for assistance when it's needed, regardless of the source.

It's a valuable lesson that taught me to embrace my strengths and seek help where others can complement my abilities.