The Pivot: How RedEApp Has And Knowing When To Do So

Learn about the pivot from a startup entrepreneur who has done so

by Jason Falls |

We first profiled RedEApp, a mobile application company based in my hometown of Louisville, Ky., back in September. At the time, it was positioned as a consumer inbox application that would allow people to receive (and send) communications from a company or brand without having to surrender email addresses or mobile numbers. It all ran through the app.

But then they pivoted.

As many startups are wont to do, RedEApp discovered along the way that there might be a better way to provide a valuable mobile service to customers and users. It is now an enterprise mobile communications platform more focused on efficient internal communications. Think colleges and universities wishing to effectively communicate with students, faculty and administration all at once. Or perhaps corporate casual dining companies wishing to communicate effectively with front-line wait staff (which isn’t sitting at a computer most of the time).

It’s a smart move.

RedEApp just happens to now be a sponsor of Explore events and will be at Explore Minneapolis next month. So I caught up with CEO Jonathan Erwin to chat about the company’s pivot, but then get some practical advice from him on knowing when to pivot and how to handle that type of change in a company’s culture.

You won’t want to miss meeting Jonathan and the RedEApp team at Explore Minneapolis. They’ll be there, along with an all-star lineup that includes SME Digital’s Nichole Kelly, The Now Revolution co-author Jay Baer, Edison Research’s Tom Webster, Ad Contrarian Bob Hoffman and more. Yes, I’ll also be speaking, as well as hosting. The event will also feature a number of other excellent software providers and companies to help you navigate the waters of digital marketing. They’ll bring their knowledge to share as well as their products. This is a must-attend event, so register now!

The two-day event, incredible content, breakfast, lunch and a cocktail reception is $450, but if you’re a member of a professional organization (IABC, PRSA, AMA or similar), ask if they have a discount code for you and save big! Learn more about the speakers, their topics and more at the Explore Minneapolis registration page!

Or register here:

Explore is a five-city conference event series from Social Media Explorer and presented by Expion and Raven Internet Marketing Tools. Learn more and sign up for email updates for the city nearest you at

About the Author

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).