The Startup Lowdown: with Steph Pickerill of Incredibly!



Company: Incredibly!

Age: 2 years old.

Website/Twitter:, @incrediblyco

Founders: @stephpickerill @liyafateh @dariataylor


So what's the Elevator Pitch?

The biggest challenge in marketing today is effective use of time and money. At Incredibly, we help companies identify which channels lead to the best returns.

What was your lightbulb moment?

We fell into social media management as a sort of accident, it was more recently that the lightbulb happened.

About a year ago we were running social media accounts, designing campaigns, being reactive, experimental on different channels, across sectors and for startups and corporates. We’d been doing what all startups do - testing, measuring, learning. Some things worked, other things really didn’t. Problem was we were rubbish at explaining what we did, how we did it, and why we thought it was so magical.

We knew we were doing something interesting but we weren’t presenting it right, to the right people. Who’d have thought that communicating the right message, to the right audience, was so hard? So we set out to really find our USP and reason for being, all the cheesy startup stuff that so often gets swept aside, under the mountainous to-do list.

What makes you special?

The sad thing is that 78% of CEOs say agencies are not ROI driven and so rather than exploiting opportunities, marketers are wasting time and money. At Incredibly, we seek to answer those questions with data. We use rigorous controlled testing of creative, messages, audience and channels to find what works. Comms meets science meets art.

And in a previous life…

I was studying for a Masters when I started freelancing in social media and copywriting. I worked as a social media trainer for a bit as well as in-house roles. After a very short stint in a media agency, I met my cofounder.

The headaches and growing pains...

I think the biggest challenge for us has been managing fast growth. We went from three to eight people in a matter of weeks and very quickly had to work out how to keep everything moving. Both Liya and I have limited corporate experience and while we threw ourselves into it, we were missing some important business knowledge. We were insanely lucky to meet our Partner and MD, Daria , who tasked herself with the job of building a proper business. Processes, automation and efficiency soon followed!

Finish this sentence: I couldn’t live without…

Various social media tools (Hootsuite especially), our amazing mentors and advisors, awesome tools like Xero and the likes of, LinkedIN, etc for reading. Oh and James Watt’s Business for Punks! Read it!



by Katherine Green on July 1, 2016

Topics: startups, interview, hiring, lowdown, social media, Marketing

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