In this episode of Founders' Marketing Compass, host Etgar Shpivak interviews Alex Frenkel, CEO and co-founder of Kai.ai, a platform revolutionizing mental health support. Frenkel shares his journey from clinical psychologist to tech entrepreneur, explaining how Kai.ai evolved from a B2C to B2B2C model. The platform combines AI with human therapists to provide scalable emotional support, enabling clinics to serve more patients effectively. Alex discusses crucial insights about pivoting based on unit economics, the importance of local marketing teams, and building strong advisory boards for international expansion.

Key Takeaways:

* Early-stage startup success often requires co-founder-led marketing initiatives

* B2C growth metrics (low CAC) don't guarantee business success without sustainable LTV

* Having local marketing teams is crucial for understanding market nuances

* CEOs should be the first salespeople before building a sales team

* Building a strong advisory board is essential for international expansion

* Entrepreneurial background is crucial when hiring early-stage marketing talent

* Timing is critical when hiring senior marketing executives

* Focus on co-founders first, then problem-solution fit

* Perseverance through multiple pivots is essential for startup success

* The willingness to iterate quickly and adapt marketing materials is crucial

Chapters:

0:00 - Introduction & Background

3:20 - Kai.ai's Evolution

7:34 - Unit Economics & Pivot

10:43 - Marketing KPIs

13:08 - CEO as First Salesperson

15:03 - Marketing Team Qualities

19:05 - Building Advisory Board

23:01 - Marketing Compensation

24:14 - Common Marketing Mistakes

25:29 - Startup Misconceptions

28:10 - Entrepreneurial Advice

29:19 - Marketing Iterations

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Alex's LinkedIn: https://www.linkedin.com/in/thefrenkel/

Etgar's LinkedIn: https://www.linkedin.com/in/etgar/

Keywords: mental health tech, startup pivot, unit economics, advisory board, marketing KPIs, Israeli startups, B2B2C, entrepreneur hiring, startup perseverance, product-market fit

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit etgar.substack.com