Diana Babaeva, a native of Central Asia and the founder of the startup Apps Do Wonders, along with her team of developers from Uzbekistan, has designed groundbreaking add-ons for Microsoft products such as Excel, Word, and PowerPoint. These solutions harness the power of artificial intelligence to enhance productivity and automate processes.
Since its establishment, the startup has garnered significant recognition within the technological ecosystem and successfully entered the U.S. market, amassing a user base of over 10,000 individuals worldwide. In an exclusive interview, Diana elaborates on the founding journey of the startup, the obstacles encountered, the strategies employed for growth, and how her team overcame challenges to secure a distinct position within the global SaaS market.
Could you share the story behind the creation of your startup? Why did you choose AI, and what distinguishes your product as innovative?
The concept for Apps Do Wonders originated from our professional experiences with digital transformation and a steadfast belief in pursuing dreams. Initially, we considered Amazon dropshipping (a retail business model in which sellers act as intermediaries between buyers and suppliers) and car rentals (laughs). However, our enthusiasm for artificial intelligence ultimately directed us toward developing applications that integrate Microsoft tools with ChatGPT.
Our primary objective was to make artificial intelligence accessible and beneficial, enabling individuals to work more efficiently and save valuable time. Given AI's rapid transformation of the world, it became a natural choice for us — we identified a unique opportunity to incorporate this technology into tools used daily, such as Excel, Word, and PowerPoint.
The solutions we have developed, including ChatGPT-integrated add-ons for Excel, Word, and PowerPoint, are designed to automate tasks, analyze data, and generate content and presentations, thereby simplifying workflows and increasing productivity. The product acts like a magical genie, enabling enhanced work performance while reducing costs. The name "Apps Do Wonders" was conceived during one of our road trips.
What measures did you take to launch your startup in the U.S. market and attract investors?
The journey of launching our startup has been both inspiring and challenging. While the process of establishing the company was easier than anticipated, navigating the global SaaS market and building credibility on Microsoft AppSource platform presented significant challenges. The SaaS market is highly saturated, making it exceptionally challenging to stand out among innovative companies.
Furthermore, since our clients operate globally, understanding international business environments — ranging from legal and tax frameworks to compliance with regulations like the General Data Protection Regulation (GDPR) — demanded substantial time and resources. Through persistence, creativity, strategic partnerships, and a commitment to our long-term objectives, we successfully overcame these challenges and achieved rapid growth.
In terms of investment, we began by relying on personal contributions, investing our own earnings into the vision we deeply believed in. Choosing to forgo external funding allowed us to maintain complete control and stay true to our mission. This experience, though challenging, has rendered our achievements particularly meaningful, fostering organic and genuine business growth.
How did you attract clients in the United States?
At present, we are proud to serve over 10,000 clients globally, encompassing both individual users and organizations across diverse sectors, including education and finance. Our growth has been predominantly organic, largely attributable to our presence on Microsoft AppSource.
Initially, we did not adopt a defined marketing strategy. Instead, our primary focus was on implementing a Proof of Concept approach and introducing our add-ons to the market. By offering these solutions free of charge, we were able to gather invaluable user feedback, enabling us to refine our products prior to their official launch under a subscription model.
Our initial marketing campaigns were straightforward yet effective, comprising the creation of basic instructional materials and a series of videos on YouTube about a self-designed website.
As our products have evolved and improved in quality, we have since shifted our attention to optimizing our marketing efforts through Search Engine Optimization (SEO). We are enthusiastic about how these measures will facilitate further scalability and attract an even broader client base.
What sales strategies have proven most effective in the American market?
From our perspective, a swift time-to-market is one of the most critical factors for success. In the SaaS industry, delays in product launches risk compromising market positioning. It is imperative to act quickly and adopt a “fail fast” methodology — continuously testing, analyzing, and refining products and sales strategies in real-time. This approach enables rapid adaptation to evolving market conditions and client requirements, providing a distinct advantage over slower competitors.
Another key factor is prioritization. Managing three AI-powered add-ons requires careful balancing between product development, innovation, and client acquisition strategies.
How did you establish a partnership with Microsoft?
We formalized our partnership with Microsoft through their Independent Software Vendor (ISV) program. This was a strategic decision for us, as participating in the Microsoft ecosystem provides immense value.
This process entailed aligning our AI-powered add-ons with Microsoft’s vision and demonstrating how our solutions could enhance the functionality of Microsoft Excel, Word, and PowerPoint.
Our journey commenced with registration in the Microsoft Partner Network and ensuring that our add-ons conformed to Microsoft’s stringent quality standards. Establishing robust relationships with Microsoft’s product managers was also instrumental. These professionals offered mentorship in engaging with clients, guiding us in the right direction and constructively challenging our approaches when necessary — support for which we remain profoundly grateful.
What recommendations would you provide to Uzbek startup founders aiming to enter international markets?
First and foremost, it is imperative to have a well-defined vision for your startup. The journey toward international markets is undoubtedly challenging, yet immensely rewarding. One of the key lessons we have learned is that developing a Proof of Concept does not necessitate substantial funding.
Below are several additional insights derived from our own experience:
1) Start by creating solution that addresses a genuine problem. Conduct testing, gather user feedback, and implement as quickly as possible.
2) Focus on validating your concept before scaling. This is far more critical than investing early-stage resources into marketing or sales efforts.
3) Maintain flexibility. Flexibility is paramount in international markets; it is essential to adjust product offerings and approaches based on real-time feedback. Do not hesitate to make changes when something proves ineffective. Failures are an integral part of growth, often yielding the most insightful lessons.
4) Lastly, foster strong relationships — both with clients and industry partners. Networking, collaboration, and sharing experiences with professionals within your sector can unlock significant opportunities. Although the path to success may not always be linear, perseverance, thoughtful iterations, and effective networking will help you achieve your goals.
How do you foresee the development of the AI industry over the next 3-5 years, and what growth opportunities will emerge?
The artificial intelligence sector is poised to experience remarkable advancements in the next 3-5 years, particularly in the domains of automation and data-driven decision-making. A primary opportunity lies in the further advancement of AI in automation, encompassing areas such as process optimization, customer engagement, and data analytics.
Another promising avenue for growth is personalized experiences, especially within industries such as healthcare, finance, and retail. Furthermore, AI will play a pivotal role in decision-making processes, empowering organizations to make informed choices based on data analysis.
However, the progression of AI must be accompanied by adherence to ethical standards. Ensuring fairness, transparency, and accountability in AI systems — while safeguarding data privacy and mitigating biases — will be of paramount importance. Over the coming years, the focus on ethical AI practices will be integral to fostering trust and driving sustainable innovation.
Why did you decide to establish your business in the United States while assembling your team in Uzbekistan?
When we began our journey, we faced numerous operational challenges, ranging from recruiting the right talent to establishing efficient business processes. It was imperative to cultivate a startup culture and implement systems that would support our growth while maintaining the flexibility and innovation that served as the foundation of all our initiatives.
Operating within a limited budget required us to make each decision with exceptional care. As entrepreneurs from Central Asia, we take immense pride in introducing Uzbekistan to the global SaaS market with a strong focus on artificial intelligence, creating meaningful opportunities for the region's incredibly talented professionals.
What strategies did you utilize to attract AI specialists in Uzbekistan, and what skills proved most essential in building your team?
Attracting top-tier AI specialists in Uzbekistan presented both opportunities and challenges. For this purpose, we concluded a partnership with Truss Global. This company played a pivotal role in shaping our team by managing recruitment, payroll, and consulting services. Their expertise in talent acquisition and outstaffing was instrumental in supporting our growth trajectory.
Equally important was the country’s evolving technological ecosystem and the increasing interest in artificial intelligence and digital transformation.
At Apps Do Wonders, we provide opportunities to work on state-of-the-art AI extensions for Microsoft. Being part of a startup allows each team member to have a direct impact on product development. Every individual plays a vital role in determining the success or failure of our products, fostering a sense of accountability for both their contributions and the company’s overall success.
This unique level of responsibility makes working in a startup particularly fulfilling. As we continue to grow at a rapid pace, we are actively seeking marketing professionals and product managers, recognizing the vast potential of local talent in Uzbekistan.
What are the key advantages of hiring developers in Uzbekistan compared to more developed markets such as the United States or Europe?
Uzbekistan’s technological ecosystem is evolving at an extraordinary rate, driven by the increasing governmental support for innovation and digital transformation. We are closely monitoring various initiatives aimed at advancing the IT sector, particularly those centered on artificial intelligence, and are highly encouraged by the rapid progress.
Developers in Uzbekistan are recognized for their exceptional work ethic, adaptability, and entrepreneurial spirit. Many are eager to address complex challenges and demonstrate remarkable flexibility when mastering new technologies. As the technological ecosystem continues to mature, such resourcefulness represents a significant advantage for companies aiming to innovate.
The government of Uzbekistan has cultivated a supportive environment for tech startups through various incentives, with a particular focus on education and the development of IT skills. These favorable conditions have been crucial to our success at Apps Do Wonders. Critical to our growth has been the assistance provided by IT Park Uzbekistan, particularly its Jizzakh branch, which supplied computers for our developers. Currently, we are collaborating with IT Park in Tashkent to secure office space for our expanding team.
This development will be a landmark achievement for us, as it will not only provide a physical office space but also create invaluable opportunities for networking and collaboration with other innovative technology entrepreneurs in Tashkent.
What are your long-term plans? Do you intend to expand into new markets soon?
Looking ahead, we have ambitious plans to further expand and refine our product offerings. We aim to broaden our marketing efforts, improve our product functionalities, and forge strategic partnerships to deliver superior products to users worldwide.
We are also committed to contributing to job creation in Uzbekistan. As our company continues to grow, we plan to scale our local team, providing talented developers and technical specialists the opportunity to work on cutting-edge AI extensions and contribute to the global market.
Through our Wonders Giving initiative, we also aim to assist communities. This program supports professors at public universities around the world, enhancing their teaching methods and increasing student engagement through our AI extensions. This initiative is a vital part of our broader mission to create a meaningful and lasting impact in both the technology and education sectors.
Could you share how you spend your free time?
It might be easier to say what we do not engage in! (laughs) We are always open to new experiences. Whether it involves exploring new destinations or pushing beyond perceived limits, we are committed to making the most of life’s vibrant moments. Traveling, discovering hidden gems, and immersing ourselves in different cultures are among our greatest passions. Additionally, mountain biking is a favorite activity of ours — there's nothing quite like the thrill of conquering a challenging route. When not biking, we can often be found around a campfire, exchanging stories and appreciating the serenity of nature. It is during these quiet moments under the stars that new ideas, inspiration, and motivation for our future endeavors often emerge.
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