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Danny conceptualised 'startupDNA', the first research project commissioned in the United Kingdom to reveal the social makeup of the technology start-up ecosystem.

The findings reinforced the UK’s position as one of the world’s most diverse start-up ecosystems, as well as key insights into the significant impact diversity is having on the country’s newest businesses.

It revealed intriguing findings in relation to funding, income, attitudes towards diversity and made startling comparisons to other major start-up ecosystems around the world.

The research, which is still generating press, was released at the start of London Technology Week and received 80+ pieces of earned media across 3 continents. Media outlets who ran stories, included CBS, the Wall Street Journal, Forbes, The Guardian and many others.

Activities included:

  • Formed a coalition of 9 leading start-up accelerators and institutional bodies such as TechCity UK who supported the research.
  • Managed a small team of researchers.
  • Planned and executed an integrated communication campaign;
  • Organised amplification events, including the Diversity Tech Summit during London Technology Week.
  • Formed partnerships with the GSMA, Diversity UK and KPMG to support the initiative.
  • Added depth and equity to Wayra’s brand.
  • Helped position Wayra as a thought leader in diversity.
  • Helped journalists identify Wayra as ‘go to’ in issues around migrant entrepreneurship, women in tech etc
  • Acted as a further recruitment tool for talented start-ups wanting to join Wayra from diverse backgrounds and other countries