This week we will take you on a journey on how we launched Jamaica’s first AI and data analytics start-up. StarApple AI is the culmination of my life and experiences. I grew up with love for art, science, and technology, around entrepreneurs who could laser- focus on problems and figure out how to solve them, for a profit, of course. I learned from a young age that the tool should fit the situation, and simple is better than complex.

In 2005, I was inspired by a show called Numbers, where a group of scientists and FBI agents solved crimes with science. I wanted to create a foundation that solved the world’s problems; hunger, pollution, financial illiteracy, climate change and energy. The good thing with youth is blissful ignorance to take on anything.

I went through university doing all sorts of courses — computer science, physics, finance, history, and a few more than I can’t remember. To figure out what was a good fit for me, I finally graduated with a degree in maths and physics, but I was just as clueless about what I wanted to do as when I started. I’ll bet many of you struggled with these questions as well, especially since the pandemic. What is my passion? And can I make a living doing it? The pandemic offered a reset and pause to focus on what’s truly important. Many people worldwide took the opportunity to quit their jobs and follow their passions. Do what you love, and it won’t feel like work, sounds simple enough.

I worked for years in the corporate world, and then 2.5 years ago, I decided to take the entrepreneurial leap. The idea I had years ago for a foundation to solve all the world’s problems I would make a reality. And how do you solve problems? You start with data. I saw a clear trillion-dollar gap locally and globally; data not being used to fuel decision-making and AI could strengthen Caribbean economics. It was clear as the sun and moon to me but still fuzzy for others to see, let alone take advantage of. We charge businesses to solve problems using data analytics and AI and then use the money to solve the world’s problems, win-win. I had a market gap and the ability to fill it, but what to name the company?

I settled on the name StarApple. Spoiler, no one liked the name at first. “StarApple selfish…” was the general feedback I got. I understood why they didn’t like it, but I had a different perspective. Star apples know their value, and anything worth the effort is worth the work, so they don’t just fall to the ground. If you want to achieve something in life, you have to climb for the prize and don’t expect an opportunity to wait for you.

The inspiration for the name came from my grandma Joyce; “Love you, gram”. One of my most distinct memories as a child is her coming from the market and giving me this dark purple tough-looking thing and telling me to cut it open. Grandma said it was a special apple; it was the ugliest apple I ever saw, me being used to otaheite. When I cut it open, “BAM”, clear as day, this ugly thing had a hidden star on the inside. I was amazed, and star apples became my favourite fruit; the symbolism stuck with me; there is more to the world than what you see, dig deeper to get more value. It’s the same with data and people. When it came time for me to choose a name, there was no other choice. StarApple AI would reveal the hidden and turn it into real-world value.

StarApple launched right as the pandemic started; saying it was rough is an understatement. Businesses focused on cutting costs and getting to some semblance of control. It wasn’t easy convincing them to spend on data science and AI during such a chaotic time; it was viewed as a revenue drain. I considered it differently; this was the best time to utilise data science and AI to forecast the future, reduce risks, delight customers and secure revenue. Data science and AI are profit drivers; we just had to prove it. We did it repeatedly for every client, and two years later, we have grown significantly and expanded outside of the Caribbean. It all started with an idea.

My advice to you, take some time to identify your passion, then some more time to figure out how to turn it into a business you own and do it asap. Stay innovative, Jamaica!

Adrian Dunkley is the president of Jamaica Technology and Digital Alliance and the founder of StarApple AI. Send your feedback to marketing@jtda.org.