In this episode of "Marketing in the Now," Nowspeed CEO Dave Reske interviews Kushagra Mallick and Alisha Mehta, co-founders of the startup SelfServe. The app allows guests at boutique hotels to control in-room devices and make service requests via their smartphones, eliminating the need to call the front desk. The idea was born from Kushagra's personal experiences with inefficient hotel service and the observation that the hospitality industry is lagging in digital transformation compared to large chains like Marriott. The co-founders explain their go-to-market strategy, which starts with a free beta program through university networks to build credibility and secure case studies. They plan to scale by targeting small hotel groups rather than individual properties, leveraging live showcases and a marketing strategy focused on LinkedIn, thought leadership, and industry publications to build trust in a relationship-driven market.