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Case Study

Digital Pop-Ups develops life-saving technology with GC Business Finance support

Digital Pop-Ups develops life-saving technology with GC Business Finance support


Digital Pop-Ups is building a range of life-changing augmented reality (AR) experiences from its base in Manchester using a £15k Start Up Loan from GC Business Finance.


Founder Milenne Tanganelli launched her business last year, having previously developed a range of award-winning non-AR campaigns for clients including the Department of Transport and the London Cycling Campaign. 


Milenne’s mission is to help businesses to adopt AR and VR technologies to create more exposure, generate more awareness and engage more fully with their audiences. She and her strong team of associates and partners are now working with a number of clients to develop AR solutions and products that enhance user’s experiences at events, exhibitions and tradeshows helping them to generate more leads and maximise ROI.


Milenne says: “Having worked in digital media for over a decade, I’ve developed a real passion for AR and the opportunity to create dynamic and precise content for clients. Many people will associate VR and AR with gaming and leisure, but Digital Pop-Ups is taking its benefits much further, enabling businesses and service providers to explore AR as a more relevant and immediate level of communication that has enormous potential to engage audiences in new and exciting ways.


“The Start Up Loan from GC Business Finance has really enabled me to fast track my plans for the business, to develop more partnerships with digital and design agencies and freelancers and to continue to build our client base.”


A recent project developed by Digital Pop-Ups was the Heart Valve AR experience, created for Heart Valve Voice, an organization responsible for creating awareness of deadly heart valve disease. Launched at the European Heart Valve Awareness Day in September 2018, the AR 360 gyro experience is now going out to hospitals to be given to patients, allowing them to visit a Cath Lab from their phone or tablet. 


Chris Hutchison, Head of Lending at GC Business Finance, said: “Milenne came to us with an impeccable track record in digital development and a real passion to put her experience to use for a purpose. In an age of information overload, it has never been more important to create messaging that can really cut through that noise and educate people, something that Digital Pop-Ups puts at the heart of their business development.”


GC Business Finance, the North West delivery partner of the government’s national £310m Start Up Loans programme, will see £15 million allocated to new start-ups across the North West over a two-year period, creating around 3,000 new businesses and over 5,000 new jobs in the region.


GC Business Finance is the finance arm of The Growth Company and supported by the GM Combined Authority and Greater Manchester Local Enterprise Partnership. GC Business Finance is a key alternative source of funding for businesses in Greater Manchester and has grown a comprehensive range of finance products from £500 through to £500k, with support on raising early stage equity through the GM Co Investment Fund of up to £2m. GC Business Finance currently manages over £100m of publically-backed small business investments across the UK.