Meet Tim Issenmann, Founder of Newgrain and a Sterling Road Grant winner. Tim’s passion for analog photography led him to create a platform that provides an escape from the noise of traditional social media. Here’s Tim’s story and the impact of the Sterling Road Grant on Newgrain:
Why did you choose this idea?
“In today’s world where you can take thousands of photos with your phone and share them on social media, analog photography offers a slower, more intentional form of artistic expression. Social media has largely shifted to short-form video and is polluted with ads and content designed to keep you addicted. This has left the photography community frustrated. Newgrain creates a space where photography can be shared and enjoyed without all the toxicity.”
What motivated you to apply for the Sterling Road Grant?
“We had already launched the platform and gained some traction, but we needed direction. We had many ideas but could only focus on a few. Ash’s mentorship would help us prioritize. We were also unsure if the VC path was right for us and thought Ash could guide us. The community of founders at Sterling Road was another draw, offering the opportunity to connect with other startup founders from LSE. Finally, the grant helped cover our costs like server and storage, giving us more runway to build the app and deliver the right features to our users.”
What part of the grant process did you find most challenging or helpful?
“The application process forced us to define what we were doing concisely and focus on what was essential. It was challenging because we had to decide what to highlight about our company and what to leave out. Ultimately, it was rewarding as it gave us clarity and confidence to pitch the product to others.”
Did the grant program impact your work?
“I remember vividly a mentorship session with Ash where he asked if we were tracking the right metrics to justify building a new feature. We realized we hadn’t focused enough on understanding user behavior. Since then, we’ve implemented in-app analytics trackers, gaining valuable insights into what our users want, thanks to Ash’s mentorship.”
What new opportunities or milestones has the grant provided?
“The grant allowed us to invest more in the tools we use to build, moving beyond the free tier on development tools, which made us more productive. It also gave us access to the Sterling Road community of founders, providing invaluable support and networking opportunities.”
Do you have a memorable story or moment since receiving the grant?
“We received advice from Ash to record people using our app for the first time. We attended a photography conference, recorded users, and realized some struggled with basic parts of the onboarding process. We quickly made improvements based on this feedback and released app updates within a week.”
Is there a lesson from Ash that has stuck with you?
“Ash’s style is blunt and straightforward, which is very helpful. He emphasizes focusing on the essentials like engagement and metrics. He also spots when you’re lying to yourself, helping avoid costly mistakes.”
What are your startup’s plans for the next 6 to 12 months, and how does Sterling Road fit in?
“We plan to make the platform accessible through the web, not just iOS, and improve content sharing with other apps. The grant gives us peace of mind to build these features without worrying about small technical costs.”
What advice would you give to future grant applicants?
“Describe your startup concisely without fluff. Sterling Road needs to understand how your product helps someone and if they’ll pay for it. Also, find a co-founder before applying. A complementary team increases your chances of success and makes your application stronger.”
How have the coaching sessions supported your growth?
“Ash’s mentorship focuses on the basics and essentials for your startup. He helps track the right metrics and pushes you to engage with power users. He also detects and corrects flawed logic, preventing you from lying to yourself, which can be crucial for your startup’s success.”
Would you recommend Sterling Road to other founders?
“Absolutely. The benefits are huge compared to the cost of applying. It’s just an hour of your time for significant advantages. For early-stage founders, even a small grant can make a big difference, providing the financial peace of mind to build your idea without hesitation.”
Thanks, Tim!
Are you an entrepreneur just getting started? Sterling Road offers both grants and idea stage investments. We’d love to help you build!
Sterling Road invests in idea stage and pre-seed B2B startups based in the US, Canada and UK.
