A Startup Blog

A SUP46 love story!


SUP46 is not only a place where magic happens for startups, it’s now officially also a place for romance. In September last year during one of our Happy Hours, the one co-hosted by our Global Friend Balderton Capital, two of our guests found love. 


They spent the entire event just where this table is placed. They talked and talked and talked and then decided to meet again. Fast-forward five months and Valentines Day was coming up. One of them approached our Event Manager and asked if he could host a surprise dinner in the spot where they spent their first hours together. She thought she was going to SUP46 for a business meeting but instead arrived to a private dinner with champagne, roses and wine.

SUP46 wishes the anonymous but happy couple all the best in the future and we hope more people will fall in love at Regeringsgatan 65 in Stockholm.





A check-up with Peppy Pals – one of SUP46 first member companies

Peppy Pals released their first game Peppy Pals Farm in April 2014 which became an immediate success. Since then, they have released 4 paid apps and 1 free on all mobile platforms. By not using language in their apps they have an enormous opportunity of scale and our apps have been downloaded in over 150 countries and even been featured by Amazon and Google worldwide twice.

Peppy Pals joined SUP46 in 2013 amongst the first members. We wanted to check what has happened with them the last few years.


Bild: Beatrice Lundborg

Give us your elevator pitch

Rosie Linder, Founder and CEO Peppy Pals

“Peppy Pals develops fun and educational, award-winning apps and books that nurture children’s ages 2-8 Social & Emotional Intelligence (EQ) through story-telling. We don’t use text or language, score-stress or in-app purchases”.


What has happened with Peppy Pals since you left SUP46? 

Rosie Linder, Founder and CEO Peppy Pals

“Except releasing more products, we have attracted investment made by 2 of Sweden’s most renowned business angels, Hampus Jakobsson and Ludvig Linge. We are also very proud to have been selected as a Change Leader for Reach for Change, where our mission is to create a better life for children. We’ve also finished as first runner-up in TechCrunch pitch-off competition last year in Stockholm.

In March 2016 we signed our first B2B-deal with MAX Hamburger, one of the biggest fast-food chains in Sweden. The partnership demonstrates what can be achieved when larger companies, with their strengths and experiences, join forces with innovative and creative minds at startups.

In October 2016, Peppy Pals was ranked as one of the world’s most promising social enterprises by Ashoka and UBS Social Innovator.”


What were the best things being an SUP46 member?

Rosie Linder, Founder and CEO Peppy Pals

“The fact that you are sitting at SUP46 puts you in the spotlight. SUP46 is like a super-meeting place where you get to meet investors, journalists and other great companies every day. As an example, I met Amazon at SUP46 and thanks to that, they featured Peppy Pals two times worldwide.”


What do you think is the upside of being a woman in the male-dominated tech industry? 

Rosie Linder, Founder and CEO Peppy Pals

“I never think of my gender as an obstacle or an advantage. My experience is that many other male founders that I got to know at SUP46 were and still are extremely supportive and sharing, just like women are.

To me, the upside of being a woman without any previous experience of the tech industry is that I can inspire more women, more people, to pursue their dreams regardless of their background. Because entrepreneurship and tech is not about gender, it’s about passion and belief – and maybe a little bit of naivety.”


What´s your goals for Peppy Pals 2017?

Rosie Linder, Founder and CEO Peppy Pals

“Peppy Pals vision is to live in a world where every young person grows up practicing empathy and learn how to respect one another. Our goal 2017 is to reach even more children globally, focusing on our key markets Sweden, U.K and USA.

The World Economic Forum recently released a report stating that skills like empathy, collaboration and problem-solving (EQ) will be among the most required skills in 2020. At the same time, they announced that combining EdTech with EQ is the new vision for education.

Social skills are more requested now than ever before. Because there is no gene for empathy. Just like math, language or reading we need to start practice social skills early on. Peppy Pals wants to be the number 1 choice for practicing EQ in every home and school.”


Whats cooking in Linköpings start-up scene?

SUP46 have three, very successful, member companies from Linköping; Spotscale, AMRA and XMReality. Microsoft has recently acquired a tech start-up from Linköping called Simplygon, AMRA won DI Digital Start-up Tour 2016 and XMReality just raised 20MSEK pre-IPO. What´s cooking in Linköping? We have asked Spotscale and XMReality from the city to answer some questions about Linköpings start-up scene.


Why do you think Linköping has so many successful tech start-ups?

Ludvig Emgård, CEO Spotscale

“Linköping is a city packed with good reliable engineers, that deliver on their commitments. There is enough deep tech talent to recruit to produce high-tech, sustainable companies that are in it for the long run. SAAB, Ericsson, NFC, FOI, Sectra and Autoliv, together employs thousands of engineers, where a few is willing to take a new direction. The University is also outstanding when it comes to foster the very best computer scientists and hackers. In addition, people are likely to stay in their workplace for several years, and are not likely to move, once they have found a good work-life balance”.

Niklas Rengfors, Head of Sales & Marketing XMReality

“There´s a good situation and support for start-ups in Linköping, we have Lead, Mjärdevi Science Park and other clusters helping new companies getting to the market in a structured way. Linköping has a tradition of being frontrunner within visualization. Also, there are many times business angels with a large experience of building companies involved in some of the companies that give an extra power is my feeling. Having a University close makes it a good situation to take ideas to something concrete and to recruit new employees”.


Why are tech start-ups successful right now?

Ludvig Emgård, CEO Spotscale

“People have started to realize that one big value in companies is unique and state-of-the-art deep tech that differentiates from competitors”.

Niklas Rengfors, Head of Sales & Marketing XMReality

I think the trend around AR, 3D and other visualization is here right now. Things like Pokemon Go has made AR something everyone knows, also the digitalization and Industry 4.0 projects in the industry have a great impact as of now.


Why do you think an SUP46 membership is good for startups outside Stockholm?

Ludvig Emgård, CEO Spotscale

“Stockholm hosts most of the best investors and advisors. Many are former entrepreneurs themselves. At SUP46, and the Stockholm ecosystem, there is a critical mass of activities to attract international interest. This is harder for a smaller city like Linköping”.

Blog post from SUP46 Alumni member Nosto

Looking into the virtual crystal ball: E-commerce trends for 2017

This is a blog post written by Juha Valvanne, CPO at SUP46 alumni member Nosto


When I started my first online store in 2003, the Internet was a very different place. Facebook was still just a glint in Zuckerberg’s eye, there was no such thing as YouTube (meaning the world was a much poorer place in terms of cat videos) and e-commerce, although in existence, was predominantly a frustrating experience. In fact, 83% of consumers were reported to be confused by online shopping.

Fast forward to 2016 and it is quite a different picture. We are seeing the 1-hour delivery slots, the first deliveries made by drones, and augmented e-commerce realities.

It begs the question, what could the future hold for e-commerce? Exactly how far could we go? As Chief Product Office for Nosto, it is part of my role to be aware of the newest e-commerce trends. If we are to be a company at the bleeding edge of e-commerce technology, then we need to know what that bleeding edge is.

In this blog post I will share some of my insight, gleaned over the last year, and my resulting predictions for 2017. Specifically, the five trends that I see holding the most promise.


1. Fulfillment

With e-commerce it can often be tempting to focus on what needs to happen to get your customers over the virtual shopping line – however, it is actually the processes put into action after that point that are seeing some of the biggest changes, and having the biggest effect on how people feel about online shopping. I’m referring, of course, to order fulfillment – with impatient consumers becoming less and less willing to wait for online delivery, retailers are being forced to find quicker and more innovative ways to get the goods to their final destination; the hands of the buyer.

What does this mean for the next year? Well, we have already seen companies such as Amazon piloting drone delivery – but I don’t see this becoming a viable every day reality in the next 12 months (sorry, drone fans). Instead I think we will see retailers focus their efforts on same-day delivery, concentrated delivery slots and the use of local pick up points. The focus will be on both speed and flexibility – giving shoppers either the chance to get their products sooner, or giving them more control in how and when they do get them, shifting the Achilles heel – the last mile of delivery – and creating a more enjoyable experience. When this is done by the playbook, those unboxing videos and Instagram photos will also start driving essentially free traffic to your site or work as valuable user-generated content on the site itself. I predict the one-hour delivery slot to gain momentum (meaning customers are no longer kept captive all day when waiting for deliveries) and the introduction of more drop off points to enable customers to avoid the delivery waiting game altogether.

Another thing to keep in mind, is the leveraging of third-parties outside of the traditional courier. There is a possibility that services such as Uber could enter this space. In the country where I was born and raised, Finland, some local taxi companies and food delivery companies are also piloting a shared service model.


2. Personalization and especially real-time personalization

Ah personalization. As the founder of a personalization technology company, it would be concerning if I didn’t see this as playing a major role in the development of the e-commerce market over the next 12 months. The question is then less whether I think it will play a part and more how. The biggest change I think is that it will no longer be seen as a “nice to have”. Traditionally personalization was seen as the differentiator for companies such as Amazon and Asos, who have lead in this space. But it is no longer viable for serious e-commerce players, to see it is as a big boys’ game. As the trend picks up momentum and becomes more ingrained in what it means to offer an enjoyable online shopping experience, we see those neglecting it falling behind. In many ways this is because consumers are calling for it – and as we know, the customer is always right. After growing accustomed to service that businesses such as Spotify, Netflix and Facebook provide in curating personalized lists of content – they now expect this level of service to be replicated by retailers.

How I think personalization in this space will change is much to do with its pervasiveness and the need for unity as a result. Shoppers want a connected experience – with their preferences being tracked across multiple devices and channels. In short, they want to be able to look and click on a Facebook or Instagram post about a product, check it out on the store, served to them later on, be it via social media, onsite recs, or email, to be relevant based on their unique profile – saving it later on desktop and have a relevant path to checkout carved out for them based on this previous behavior. They do not expect to start from scratch, plowing through your inventory for that which might be of interest. They then expect any product recommendations to prevent them from having to click through a navigation and category jungle. And they expect it to happen in real time, with the course you send them on reflecting the current journey they are taking through your site, as well as their previous preferences. Personalization is one of the building blocks of good UX, as well as a way to show you value each individual customer – an absolute value for any e-com business.


3. Chatbots

A trend that, in many ways, still brings about visions of a robot run the world and for that reason may still feel light years away from coming to fruition. But the truth is huge strides have been made in this area within the last year and we are now seeing regular integrated use of chatbots in e-commerce. And this is something I think will only continue – particularly as digital assistants such as Siri, Alexa and Google’s Home [LL3] mean people are becoming more and more accustomed to talking to machines.

In fact, the truth is that messaging systems are becoming more and more ingrained into our lives – we Slack colleagues rather than picking up the phone, we pop off a quick message to our significant other to ask what is for dinner. In many ways, while we are embracing smartphones more than ever before, we are turning away from their more traditional call facility. This means that many people don’t want to call a company and talk to a representative, especially at the risk of being tangled in a never-ending automated system that sees it take 10 minutes just to get through to the right person.

With this in mind, WhatsApp, Twitter, and Google (Allo) have all introduced chatbots. But it is perhaps Facebook where we are seeing the most extensive e-commerce application. Bots are able to answer simple questions, provide product recommendations and push customers towards desired actions – in fact towards the end of 2015 Facebook made it possible for a purchase to be completed entirely within the Facebook messenger app and without the aid of a human shopping representative.

While customers moving further along the funnel may appreciate the human touch and a more informed expert opinion, those at the first point of contact seem to be embracing the quick and easy nature of these interactions and so I think we will soon see this not only become the norm but even change consumer behavior and journeys – something to which retailers will need to adapt.


4. Mobile

Unless you have been living under a rock for the last few years, you will know that mobile has been, and will continue to be, an important trend. In fact, I almost didn’t want to put it on this list – so sure was I that it would elicit a host of “we already know this” groans.

But there is no escaping that mobile is here to stay. In fact, as we become more and more connected, it is more important than ever. My prediction, however, is not that mobile is important (we know that already), but that we will have to change the way we perceive it. Study after study (including our own report) show that mobile, as a channel, is attracting more e-commerce traffic than ever before, turning it from a buzzword into a dominant e-commerce channel. Yet, smartphone conversion still lags behind that of a desktop.

Normally the response to this is to improve and concentrate on mobile design. And I am not disagreeing with this approach. Even if people don’t convert on mobile, the fact that they are spending time there at all means the experience needs to be highly tuned and relevant. A smartphone by its nature is a device we pick up dozens, if not hundreds, of times a day – meaning the experience needs to be crafted for short periods of browsing. But we also need to go one step further – focusing less on where people convert and more on making their journey between devices, a seamless one.

Most of the e-commerce activity on mobiles can be seen to be “pre-shopping” – that is discovery and browsing. According to Google, 60 percent of online conversions in the US start on one device and end on another. Which means mobile, while perhaps not the leader in terms of conversion, often plays a critical role in the first step of your customer’s journey. Your focus should then be on how they are able to transition to the next step (and device), without starting again.

It also worth noting that our phones are often a tool that we use for distraction, procrastination and entertainment. As opposed to our desktops, which are used more in our working lives. This means you may even want the experience you craft on mobile to be more of a joyful or playful nature, applying gamification techniques. In other words, stop seeing mobile as just another digital store façade.


5. Augmented & Virtual reality

While I don’t think augmented reality and virtual reality are likely to change the face of e-commerce in the next year, I do think it is one area where we will see leading brands and pioneers differentiate. We have already seen some interesting applications of this technology in the e-commerce world with eBay and Meyer combining forces to bring the first virtual reality store to fruition, Tommy Hilfiger adding a virtual reality fashion show experience to their bricks and mortar stores and even the use of augmented reality to show virtual interior design accessories imposed onto a user’s home.

Essentially these technologies could allow people to add a layer of interactivity to the e-commerce experience, immersing shoppers so that they are more engaged in the shopping process and stories around the items they might buy. What is most interesting with these technologies is their ability to go beyond the physical world, creating experiences that do not even exist today. The possibilities are endless and if companies are willing, they could create a whole new way to connect with their customers. While it’s not quite clear where this technology might take us I, for one, am excited to see how the bold may use it.



So, there we have it. Are any of these trends currently shaping your e-commerce business? And what do you see being the next big thing in commerce in 2017? I’d love to hear your thoughts.

Do you want to contact Juha Valvanne? You can email him here.

Merry Christmas from SUP46

Tips on Christmas Gifts from SUP46 

Christmas is coming which means a stressful time for many people! Deadlines at work, Christmas parties, finding the perfect Christmas gift, children running around cooking and what to wear?!? SUP46 has listed a few gifts from our member companies that can help you the coming days!

Merry Christmas from SUP46!

With a wide variety of options to suit all levels and types of meditators, The Mindfulness App is the perfect tool for anyone looking to improve mental health and overall wellbeing. Download the app today and start your free month trial.

The SUP46 member Mobilimeet puts an end to all your meeting frustration and lets you have collaborative and engaging meetings every time. With Mobilimeet you and your team can collaborate on any device before as well as during meetings, and follow-up of actions and to-dos are as easy as pie. Free trial and 25% off your purchase with promo code XMASDEAL25.

Still a bit stressed about work? Attach tells you what happens to your documents after you hit send. Sales and marketing teams use Attach to track, manage and control sales collateral like pitch decks, proposals, and other high-value documents. SUP46 member Attach gives you 3 months of Attach for Business free by signing up here.

Don’t forget that shopping groceries online saves time but shopping groceries online by recipes saves time AND mental energy (much needed right now!). SUP46 member Gastrofy will help you out! The code SUP46 gives a user 200SEK discount on their first purchase!



Give someone you love a few hours of rest with a babysitter, doggy walker or a snow shoveler (is that even a word?) Yepstr will help you out!

Finally – safety first! Stilla Motion is a pocket-sized security system that gives you an instant alert if something moves when it shouldn’t. Using this perk you will get a 41% discount on a Stilla Motion. Take a look here.