The Challenge
Paul English (Kayak co-founder) built Moonbeam to fix podcast discovery—which had been broken for years. The vision was ambitious: TikTok-style scrolling meets AI-powered recommendations meets human curation.
The problem when I joined:
Zero brand awareness in crowded podcast market
Unclear product positioning (TikTok clone? Spotify competitor?)
Empty platform (no creators, no listeners, no proof it worked)
3-month runway to prove traction
I was hired to figure out: What story do we tell? Who do we tell it to? And how do we get people to actually use this?
My Approach
Define What We Actually Were
Positioned Moonbeam as: "The best way to discover podcasts you'll actually love—powered by AI + human taste"
Conducted user research with beta testers
Clarified positioning with founders and product team
Created tone guides that made AI feel magical, not creepy
Developed user journeys for listeners (discovery) and creators (growth)
Build the Creator Supply
Got 400+ podcasters on the platform:
Built onboarding that explained value: "Get discovered without paying for ads"
Launched outreach to independent podcasters
Created creator tools: zero-commission tipping, Moonbeam Console (clip management)
Positioned as anti-Spotify alternative
Drive Listener Demand
Got people actually using the app:
Designed curation feed strategy (AI + human picks)
Launched content marketing and demo videos
Partnered with podcast influencers
Built feedback loops (analytics, user testing, surveys) to iterate fast
Make It Visible
Positioned for press and acquisition:
Pitched tech press: "Kayak co-founder fixing podcast discovery with AI"
Secured TechCrunch, The Hustle, tech media coverage
Grew social reach 35% through creator advocacy
Built narrative that attracted Audacy
Results
Product & Engagement
38,000+ downloads within 3 months of June 2021 launch
400+ podcast creators claimed shows and actively used platform
23-minute average session times—among highest in podcasting
30% platform engagement growth month-over-month
35% social reach growth through content marketing and creator advocacy
Business Outcome
Acquired by Audacy (major U.S. audio platform with 200M+ monthly listeners) within 12 months
Platform integrated into Audacy's discovery infrastructure
Validated product-market fit through user retention and creator adoption
Coverage & Visibility
Featured in TechCrunch, The Hustle, and tech press
Positioned as innovative solution for independent podcast discovery
Created case studies and user stories that became part of acquisition pitch
What Made This Work
Content Strategy = Product Strategy
The way we talked about the app wasn't separate from how it worked—it was the same thing.
Supply + Demand Simultaneously
Built creator investment alongside listener growth. Creator advocacy became our growth engine.
Data-Driven Iteration
Watched what people did vs. what they said. Killed what didn't work, doubled down on what resonated.
Positioned for Acquisition
Built narrative around innovation, founder credibility, and platform differentiation that made us attractive to strategic buyers.
Key Takeaway
Early-stage products don't fail because of bad tech—they fail because of unclear positioning and weak go-to-market.
Moonbeam had a great product idea, but without content strategy, creator frameworks, and a clear story, it would've been another podcast app that disappeared.
By treating content and positioning as core product functions, we went from zero to acquisition in 12 months.
