B2B SaaS cracking the higher education market with Christophe Mallet @Bodyswaps

saas.unbound is a podcast for and about founders who are working on scaling inspiring products that people love, brought to you by https://saas.group/, a serial acquirer of B2B SaaS companies.

In episode #46, Anna Nadeina talks with Chris, founder of Bodyswaps, a soft skills immersive VR training platform.

Bodyswaps began as a vision to revolutionize how soft skills are taught in educational institutions. The name itself sparked curiosity, often leading to amusing misconceptions. However, the story of Bodyswaps is not just about the product; it’s about the journey of its founder, Chris. His path to creating Bodyswaps began during his time at business school in Paris, where a pivotal moment shaped his future.

Chris’s first internship at a major consultancy firm was anything but fulfilling. It culminated in a discouraging feedback session that left him questioning his self-worth due to his stutter. This experience was a catalyst for change, prompting him to seek out opportunities that would rebuild his confidence. A chance encounter during a weekend seminar led him to an improv theater class, where he discovered the power of storytelling and self-expression. This newfound passion for storytelling would later inform the very foundation of BodySwaps.

Transition from Agency to Product Development

After several years in social media consultancy, Chris co-founded a storytelling agency, working with brands like Adidas and Samsung. However, he felt the urge to create something more sustainable. The turning point came in 2018 when an education company sought to explore VR for training nurses in psychiatry. Drawing from his experience in both storytelling and VR, Chris recognized the potential to flip the narrative—shifting the focus from patients to practitioners.

The concept was simple yet profound: allow healthcare professionals to “swap bodies” with patients, enabling them to experience the emotional weight of their conversations. This innovative approach laid the groundwork for BodySwaps. But the journey was fraught with challenges, including the struggle to secure funding and navigate the complexities of product development.

Navigating Challenges and Building a Team

The transition from agency to product was anything but smooth. Chris faced significant hurdles, including a tumultuous partnership with a co-founder that ultimately led to the dissolution of their agency. This experience taught Chris important lessons about team dynamics and the importance of aligning visions within a startup.

In the face of adversity, Chris and his remaining co-founder, Julian, sought to pivot their focus toward building a product. They secured a grant from Innovate UK and began assembling a team. The recruitment of a capable CTO was crucial; they reached out to a contractor they had previously worked with, realizing that the right technical expertise would be vital for their success.

Growth Strategies and Market Dynamics

With a product in development, Chris faced the challenge of entering a market that was experiencing a seismic shift due to the pandemic. The initial lockdowns presented both obstacles and opportunities. While physical interactions were limited, the demand for digital learning skyrocketed, creating a ripe environment for BodySwaps to establish itself.

Chris’s strategic approach included offering a low-cost discovery package to attract early adopters. This tactic lowered barriers to entry and encouraged institutions to trial the platform. Furthermore, partnerships with organizations like Jisc, which facilitated the deployment of BodySwaps in several educational institutions, proved instrumental in building credibility and expanding their client base.

Navigating Cultural Nuances in Communication

One of the critical insights from Chris’s journey is understanding the cultural nuances in communication within educational institutions. Selling to educators requires a different approach than traditional B2B sales. Chris emphasized the importance of aligning the product with the needs of the institution rather than solely focusing on the technology itself.

As Bodyswaps gained traction, the team learned that fostering relationships with champions within institutions was essential for long-term success. These champions would advocate for the product, helping to convert initial trials into long-term contracts. Chris’s experience reinforced the idea that while technology is important, the human element remains paramount in education.

The AI Dilemma: Friend or Foe?

As Bodyswaps developed, the integration of AI became a topic of significant discussion. While AI presents opportunities for enhancing learning experiences, Chris expressed concerns about the potential pitfalls. He noted that while AI can streamline processes and provide insights, there is a risk of diminishing the quality of education if not implemented thoughtfully.

Chris highlighted the importance of balancing innovation with maintaining high standards in educational content. The challenge lies in leveraging AI effectively without compromising the integrity of the learning experience. This nuanced perspective is critical as the education sector continues to evolve in response to technological advancements.

Shifting Focus: From Product to Customer

As Bodyswaps matured, Chris recognized the need to shift focus from product development to customer success. Understanding the unique challenges faced by educators became a priority. The team aimed to ensure that BodySwaps not only met the needs of students but also aligned with the goals of educators and institutions.

Chris shared that while creating a sophisticated product is essential, it’s equally important to simplify the user experience for educators. The goal is to enable educators to achieve their objectives with minimal friction, allowing them to focus on teaching rather than navigating complex technology.

Exploring New Markets and Opportunities

Looking ahead, Bodyswaps aims to expand its reach beyond the English-speaking markets. Chris discussed the potential for growth in non-English speaking regions, emphasizing the importance of localization. However, he also cautioned against losing sight of quality in the rush to expand.

The opportunity for Bodyswaps lies not only in enhancing soft skills training but also in addressing the growing demand for effective communication in healthcare and other industries. As Chris noted, the human side of healthcare is becoming increasingly recognized as vital, and BodySwaps is well-positioned to contribute to this evolution.

AI in Education: A Force for Good?

Chris’s reflections on AI in education reveal a cautious optimism. He believes that when leveraged correctly, AI can become a powerful tool for enhancing learning outcomes. The focus should be on utilizing AI to assist educators rather than replacing them.

In the context of Bodyswaps, AI can facilitate personalized learning experiences, enabling students to practice skills in a safe environment. By harnessing the power of AI, the platform can provide valuable insights into student performance, allowing educators to tailor their approaches accordingly.

Lessons Learned: Wins and Failures

Throughout his journey, Chris has encountered numerous wins and failures. One of the most significant wins has been building a strong team that shares a common vision. He emphasizes the importance of hiring the right people and fostering a culture of collaboration and support.

Conversely, Chris identified the failure to detach from day-to-day operations as a critical learning point. As a founder, it’s essential to step back and assess the broader business landscape, rather than being overly focused on immediate challenges. This perspective allows for more strategic decision-making and better alignment with long-term goals.

The Importance of Team Bonding

Finally, Chris underscored the significance of team bonding in a remote work environment. Bodyswaps has implemented twice-yearly offsite retreats to foster connection among team members. These moments of camaraderie not only boost morale but also strengthen the bonds that drive collaboration and innovation.