Kristin Wilson and her co-founder, Princess, launched Sync! in 2022 as a tool to help small teams of 10 or fewer manage communication and projects more efficiently. Developed by Spurt!, a boutique consulting firm, Sync! offers end-to-end solutions for team collaboration, project management, payments, and even talent recruitment. It’s designed to help team leaders and business owners streamline their operations and easily connect with freelancers when needed.

As Chief Operating Officer, Princess brings over six years of experience across accounting, human resources, and business development to Sync! Before this role, she worked as Business Development Manager at IBF Markets and also led Accounts and HR at Rally Trade. Princess holds an MBA from the University of Lagos and is known for her expertise in organizational design and stakeholder development strategy.

What inspired you to pursue a career in tech? Was there a specific moment or experience that sparked your interest?

I’ve always had a fascination with gadgets and technology — just curious about how computers work and how they can be used to achieve things. In secondary school, I was really into ICT, and we had gaming competitions, which is where my early interest in tech came from. Initially, it wasn’t so much about tech itself, but more about gaming. However, as I moved into university and started hearing more about startups, I began seeing the broader potential of tech, especially in building products that solve real-world problems.

That being said, my journey into tech wasn’t straightforward. I actually started with an accounting background, earning my CIPM certification as an affiliate. For a while, I couldn’t see how my skills fit into the tech space, but that’s when I discovered the role of “non-tech in tech” — basically, being an operator without needing to code. This realization led me to explore the business side of tech, and eventually, I found myself working closely with product and growth teams. I even started taking product design courses to deepen my understanding.

All of this really sparked my passion for tech, and I began attending industry events to learn more and connect with others in the space. That was the point where I knew I wanted to be part of this ecosystem.

How did you meet your co-founder, Kristin, and what led you to join her on the journey to build Spurt! ?

I met Kristin in 2021, during a time when I felt somewhat lost. I had already built up knowledge and certifications — I was a certified HR professional and an accountant fresh out of school. I knew I wanted to transition into tech and contribute to something meaningful, but I hadn’t quite found my path. I had worked at two financial institutions, and it felt like I was stuck in a repetitive cycle — wash, rinse, repeat. I was frustrated, bored, and searching for something more fulfilling.

When I met Kristin and shared my thoughts with her, it was a moment of mutual connection. I found someone just as passionate and full of “crazy” ideas as I was. At that point, she wasn’t just looking for a co-founder; she needed someone to help manage the team. We discussed my growth into the role, and from day one, I dove right in and started building.

Before joining Spurt!, I had run my own retail business, importing and selling clothes. It came with its own set of challenges — financial constraints, difficulties finding reliable staff, and other operational issues. I discussed these challenges with Kristin when I was ready to pivot from my retail venture to building products that could help entrepreneurs like myself. She shared that this was precisely the problem Spurt! was looking to solve — creating scalable and efficient solutions for small businesses. That instantly clicked with me.

So, I joined Kristin and we immediately started working on products like Sync! and Toolkit, and it felt like a natural fit. The transition was seamless, and we got to work right away.

Every day since, both Kristin and I have been reminded why we started this journey. We have no regrets — if anything, it becomes clearer with each passing day why our product is essential for startups.

How have you been navigating your relationship with Kristin as co-founders?

Anyone who meets Kristin will tell you that she doesn’t carry any air of superiority. In fact, one of the key things someone on the team mentioned was the strong sense of low hierarchy that she fosters. Over time, we’ve built a solid relationship, not just as colleagues but as partners who trust and respect each other, with a shared vision that drives everything we do.

A lot of founders struggle when they don’t truly believe in what they’re building or if their motivations are purely about making money. That’s when you see startups fail. But for us, open communication has been key. Beyond work, we’ve also developed a relationship that extends into our personal lives — whether it’s discussing personal growth or other non-work-related matters.

One thing that has made navigating our relationship easy is our ability to maintain balance. We know when to draw the line between our personal relationship and our professional roles, which helps us stay focused while also being supportive of each other.

What’s the story behind building Sync!, and how did the name come about?

It wasn’t always called Sync!. In fact, many people don’t know that the original name was Workspace. But as we got further into development, we realized there was a big problem — Google already had its Workspace product, and it created confusion. People would hear “Workspace” and think of Google Workspace, which wasn’t ideal for us.

That’s when we decided we needed a name that better reflected our mission — helping small businesses achieve synchrony across all aspects of their operations. We brainstormed and initially thought of names like Synchrony or Synchronization, but they felt too long or clunky. So, we decided to make it simpler and a bit more modern, which led us to “Sync!.” The name perfectly captures our goal of aligning and streamlining business processes in a way that’s easy to remember and reflects the core of what we’re building.

What is Sync!’s value proposition in one line?

Sync! is the one-stop shop for team collaboration and process optimization, tailored to help small businesses and ambitious teams streamline their operations.

Given the rapid advancements in technology over the past 5–10 years, particularly in AI and cloud computing, how has Sync! adapted to these developments?

Absolutely! While AI is a hot topic today, it’s important to recognize that advancements in other areas, like cloud computing, have also played a significant role. We’ve adapted to these changes by integrating AI-driven features into Sync!. For instance, we now offer predictive analytics and automated workflows, along with a WhatsApp bot that provides seamless project updates.

Our predictive analytics help users identify trends, such as the most productive months for their team and potential future blockers in projects. For example, if a team member missed a deadline, Sync! can predict project delays based on that information and notify you about the expected impact, allowing for proactive management.

Additionally, recognizing that WhatsApp is a vital communication tool for many, we developed a WhatsApp bot that enables users to check project statuses effortlessly. This feature allows users to quickly check project updates through simple prompts, making it easier to stay informed even when on the go.

Our goal in integrating these technologies isn’t merely to follow trends; it’s about enhancing our product offerings, staying ahead of the competition, and delivering real value to our clients.

When you first started building Sync!, you probably didn’t imagine tackling everything on your own. Reflecting on your journey, what were some of the early hurdles you faced, and how did you overcome them?

Oh, absolutely — when we first started, the idea of building a whole company and products from scratch felt overwhelming. One of our biggest challenges early on was gaining user trust and adoption. People kept comparing us to big names like Basecamp, Monday, ClickUp, and Trello, which was tough. I used to joke that we were like those tools, but on steroids! Even now, I stand by that.

Another major hurdle was finding and retaining competent team members. Initially, we outsourced our product development, which turned out to be a real headache. If I had to write a book on the pros and cons of outsourcing, it would be a hefty read! We faced numerous issues and spent a lot of money without seeing the results we wanted.

To tackle the user trust and adoption issues, we made it a point to actively engage with our early users. We reached out personally, kept in touch through WhatsApp, and even sent out gifts at the end of the year. We made sure they felt involved by seeking their feedback constantly and holding focus group sessions. Our approach to customer support was hands-on, ensuring our users always had someone to turn to.

For talent acquisition, we shifted from just posting job ads to actively headhunting and relying on referrals. This approach helped us find the right people for our team more effectively.

Have you ever faced rejection from investors? If so, how did you handle it and bounce back?

I’ve faced my fair share of rejections from investors. To be honest, we haven’t done a lot of public fundraising. Instead, we’ve participated in pitch competitions and similar events. And yes, not every pitch results in a win. Some investors just don’t get our product, and that’s perfectly fine.

One thing I always remind myself is that rejection isn’t necessarily a reflection of our product’s value. Sometimes, it’s just a matter of perspective or fit. Every rejection is an opportunity for growth. I see it as a chance to refine my pitch and improve our business model. After each pitch, I take feedback seriously, and I’ve learned to view every competition as a valuable experience, even if we don’t come out on top.

Interestingly, getting into a pitch competition is itself a win. It expands my network — whether I win or not, I gain valuable contacts and exposure. I often think of it as adding 50 potential leads to my database. Even if we don’t secure funding immediately, I connect with fellow entrepreneurs, attendees, and organizers, all of whom are potential users or advocates for our tool.

I also approach rejections with a growth mindset. I use constructive feedback to adjust my approach and keep refining my pitch. I’ve been pitching long before last year, and I’ve faced many rejections along the way. The key is to persist and focus on events and investors who align with our vision. I also make it a point to connect with judges and potential investors on LinkedIn to understand their interests better. This helps tailor my pitch and assess if there’s a genuine fit.

So, rejection is part of the journey, but each one is a stepping stone to getting better and eventually finding the right fit

When thinking about what makes a business sustainable, what do you believe are the most important factors?

First and foremost is having a clear vision — this is essential. It’s like having a roadmap; without it, you may know your destination, but reaching it becomes much harder.

A strong and adaptable team. A business is only as strong as the team that drives its operations.

It’s important to have a deep understanding of your market. Knowing your target audience, what their needs are, and how to serve them effectively can make or break your business. Many founders struggle during pitches because their customer profile isn’t clear. It’s essential to focus on customer needs and continually innovate.

Sustainability will not be complete without talking about the financial part. Ensure that you maintain financial prudence to prepare for long term success.

Have you ever experienced a situation where a new hire wasn’t a good fit for the team culture? How did you handle it?

Yes, we’ve definitely faced that challenge. There were times when we hired someone to fill a critical gap quickly, only to find that they didn’t align with our team culture. When we encountered such situations, the first step was to address the immediate issue by terminating the engagement. This meant parting ways with the individual as swiftly as possible to stop further damage.

Next, we focused on reorienting the team. We held sessions where team members could voice their concerns and re-align with our core values and culture. We used this opportunity to clarify our vision and expectations, ensuring everyone was on the same page.

To prevent similar issues in the future and to support our team’s well-being, we started implementing regular workshops and created a wellness program. This included access to life coaches, therapists, and other resources to help maintain a positive and supportive work environment.

If you had to give advice to aspiring founders who are just starting their entrepreneurial journey, what would your top recommendations be?

One thing I would just say about this is — be prepared. In social media lingua, Startup ecosystem go whine you, but no panic.

The path to building a successful startup isn’t always smooth. It’s about solving a genuine problem, so keep your vision clear and stay committed to the goal.

Surround yourself with a strong support system both within your team and outside of work. Having a network of advisors, mentors, and supportive colleagues can make a huge difference.

Listen to Your Customers. It’s easy to fall in love with your own product, but remember that it’s ultimately about your customers. Pay attention to their feedback and build products that make your customers happy. If you’re only building for yourself, you might end up with a hobby rather than a viable business.

Be ready to adapt to any situation, whether it’s financial constraints, market shifts, or new technology. Be a chameleon if possible.

The entrepreneurial landscape is always evolving. To stay ahead, you need to keep learning and improving yourself. This will help you lead and ensure your team is abreast of new developments.

So far in your entrepreneurial journey, is there any defining moment or achievement that stands out as particularly significant to you? If so, what factors do you attribute to that achievement?

Yes, I’d say I have two defining moments that stand out in my entrepreneurial journey.

Securing a Major Client: We landed a major client outside of Nigeria; it was a major milestone for us because we went through a rigorous selection process, including multiple interviews and submitting detailed proposals — both technical and financial. Competing against about 15 other consultants and ultimately being chosen was a huge validation of our value and capabilities. It really made me realize that our offering had potential. The dedication and hard work of our team played a crucial role. We worked tirelessly to ensure that we met the standards required and maintained a strong focus on delivering value.

Closing a Key Deal for Sync!: This was particularly meaningful because it validated our product in a big way and opened doors for further growth. It gave us the confidence that what we were doing was not only viable but also valuable to our clients. This achievement was due to our emphasis on building and nurturing strong relationships with our clients. We prioritized establishing trust and open communication, which helped us not only secure deals but also foster long-term partnerships. Clients often came to us not just for our core services but also for advice and connections in other areas, showing their trust in our expertise.

If you weren’t building your Sync!, what do you think you would be doing instead?

If I weren’t building Sync!, I’d likely be involved in a role that combines technology and social impact. I’ve always had a strong interest in using tech to drive community development and education. I’d probably focus on projects that leverage technology to improve these areas.

On a lighter note, if you had foreign business partners or investors visiting Lagos for the first time, what local spot would you recommend they visit, and why?

I’d definitely take them to Amala Sky on the Island. Their abula slaps!

Connect with Princess and the team at Spurt! via:

LinkedIn: Spurt! | Princess Edokpayi

X: https://x.com/spurtxtools

Website: https://teamsync.tools/

Princess’ Newsletter: Synergy Spectrum

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