GREEN WAVE INNOVATION NETWORK 
MENTOR SPOTLIGHT  
Andrew Wetzler, President, Co-founder, MoreVisibility 

 

For early-stage startups, access to seasoned professionals with expertise, strong industry connections, and relationships can be decisive in long-term success. Yet, adding that kind of talent is often cost-prohibitive for businesses that have yet to generate revenue. The Tulane Innovation Institute is addressing this gap through the Green Wave Innovation Network (GWIN), a group of more than 100 volunteer mentors, including alumni, parents, and local community members, committed to seeing Tulane and New Orleans-based startups succeed.   


Under the leadership of Kimberly Gramm, MBA, PhD, David and Marion Mussafer Chief Innovation and Entrepreneurship Officer, the network has become what she calls the Institute’s “secret sauce.” In just three years, GWIN mentors have donated over 1,350 hours—valued at more than $335,000—supporting entrepreneurs by helping validate ideas and build strategies. One of the GWIN signature programs includes Startup Team Mentoring, modeled on MIT’s Venture Mentoring Service. In this year-long program, sixteen startup teams are assigned dedicated mentors, goals, and benchmarks to grow their ventures.    


Among GWIN's notable members is Andrew Wetzler, the President and co-founder of MoreVisibility, one of the first digital marketing agencies in the country, located in Boca Raton, Florida. Wetzler's involvement in GWIN illustrates how long-standing connections and relationships can come full circle in business and life.    

Before starting the Tulane Innovation Institute three years ago, Gramm established two university accelerators: FAU Tech Runway in Boca Raton, Florida, and another at Texas Tech University. Sixteen years ago, at FAU, she created her first cohort of mentors and secured corporate sponsorships to support university entrepreneurs and startup companies. One of those early sponsors was Wetzler, who is also a Tulane University alumnus. 
 
Wetzler has become one of the Innovation Institute's original and star mentors. He is giving back to his alma mater by supporting multiple New Orleans-based companies through ad-hoc mentorship meetings and participating in the Startup Team Mentoring program with three companies. His startup involvement also represents a meaningful return to Tulane, as he launched his first startup company at the university as a student. 

“It’s serendipitous that I began working with Andrew at FAU and now have the chance to collaborate with him again at Tulane. His willingness to share his time and expertise highlights the strength of relationships and the passion that Tulane alumni have for their university,” Gramm stated. “Andrew also recently hosted an event as part of our 'Innovations & Conversations' series, where we introduce Tulane Ventures and the Tulane Innovation Institute to constituents in various cities to explore partnerships and investment opportunities,” Gramm continued. 
 
Conversation with Andrew Wetzler and the Tulane Innovation Institute 
 
We recently interviewed Andrew Wetzler about being a student entrepreneur at Tulane and the highlights of being a GWIN mentor. Here are excerpts from the conversation. 
 
Q — What motivated you to become one of the original Green Wave Innovation Network mentors and support the Tulane Innovation Institute? 
 
A— MoreVisibility was one of the original sponsors of Florida Atlantic University's (FAU) Tech Runway, a start-up incubator in Boca Raton. We worked closely with Kimberly Gramm, who launched that initiative at FAU. When she arrived at Tulane, I immediately reached out. 
 
Q — While you were a student at Tulane, you launched "The Coupon Connection." What inspired you to start that business? 
 
A— I grew up in Baltimore and spent a summer working for a company with a similar concept that targeted businesses around Johns Hopkins and other local colleges. I did it myself when I returned to New Orleans in the Fall. It was a character-building experience, including becoming comfortable walking into a business cold and asking to speak with the owner. That approach was much more viable back then than today.  
 
Q — How did being a student at Tulane help you build your first company? 
 
A— Tulane was very helpful with my first business. They allowed me to set up a booth during student class registration to distribute my coupon books. 
 
Q — Today, you lead a successful digital marketing agency. What lessons did you carry forward from your student venture into building MoreVisibility? 
 
A— Timing and persistence. MoreVisibility took off in 1999 largely because we were in the right place at the right time. The internet was beginning to capture everyone's attention. 
 
Everything I've done in my career has been related to sales and marketing. From starting The Coupon Connection to MoreVisibility, I've tried to follow where the Marketing industry was heading. Today, the buzz is all about how Artificial Intelligence is impacting (and assisting) the day-to-day activities of Digital Marketers. There is a lot of change.  
 
Q — What have you enjoyed most about the GWIN mentoring experience?  
 
A— I've enjoyed several aspects. I've met an incredible group of mentors with tremendous backgrounds and success stories, enthused entrepreneurs, and the crazy-great (internal) team that Tulane has built. The initial (in-person) MIT-led training the mentors received was very insightful and set the table for what was to follow. 
 
Q — Are there any recent moments that stand out? 
 
A — I thought the $50K Demo Day pitch competition held at the A.B. Freeman Business School during New Orleans's Entrepreneurs Week was an awesome event. It showcased the breadth of businesses that Tulane supports and the momentum the Innovation Institute has garnered within the University.  
 
Companies that impressed included Dr. Chandler Monk's Cleaved Diagnostics, which won that competition. She also participated in a South Florida 'Innovations & Conversations' cocktail reception that we hosted at our office for the Tulane Innovation Institute. 
 
One of the companies I've been working closely with is Feels. Their niche is helping drive revenue for New Orleans charities. Besides their noble mission, I've been impressed with their willingness to refine their approach, offerings, and go-to-market strategy by experimenting and speaking with local organizations.    

Q— Thank you for hosting us for 'Innovations & Conversations'. What potential do you see for collaboration between the New Orleans and South Florida innovation communities? 
 
A— South Florida has a very robust Tulane alum network, and many gatherings between Miami and Palm Beach. The people who came to our event were interested alumni. They included professionals in the VC/private equity worlds who may be a fit to work with these companies. 
 
Q— Scientists and medical professionals starting new companies often feel uncomfortable with marketing and sales. What expert advice would you give them for effectively promoting their products and research? 
 
A— Although sales and marketing may be uncomfortable, they are essential. Thought Leadership content should be relatively easy to develop, but it is often the hardest part for new companies to create. That material resonates well with Google, etc., and is very helpful in building a brand that demonstrates credibility. Hiring a student/freelancer adept at repurposing and posting quality content across different digital channels can be very beneficial in getting the word out and ultimately driving revenue. 
 
Q— Do you have any other advice for aspiring Tulane entrepreneurs when starting a business? 
 
A— Everything takes longer and is harder than it ought to. Make sure that your idea is something people need or want and then use the available tools to explain your value proposition. Also, make sure that the market size for your offering is large enough to make the business concept worthwhile. Don't be afraid to follow your instincts and modify fundamental aspects of your business plan as your learnings increase. If you have confidence in your product/service, don't be afraid to promote it enthusiastically.  

 

Wetzler has provided over 75 hours of pro-bono mentorship to GWIN, sharing his marketing expertise with many of our companies. He is actively assisting two companies from the Startup Team Mentor Cohort 2, Feels and Last Call. 

If you are interested in becoming a Green Wave Innovation Network member and lending your expertise to Tulane students, faculty, researchers, and New Orleans community-based businesses, click here to apply.