Iris Lens | EP09: Building Is Easy. Distribution Is Everything. | Pluto Toronto
About the Event
Iris Lens is back with its ninth episode, live at Pluto in Toronto. Each episode extracts one real, replicable workflow from someone actively building with AI, not a highlight reel of tools. This time, the workflow is growth.
Mostafa Elhefnawy joins Iris Lens to break down why distribution, not product, decides which startups survive. He’ll walk through how Yanmoo diagnoses a product’s market position, picks acquisition channels, and runs growth playbooks with AI agents, drawing on the decade he spent doing this by hand at Super.com and Neo Financial.
Stay after for a 45-minute somatic movement and dance journey led by Duncan So, open to the Iris Lens community.
About the Panelists
is the founder of Yanmoo.ai, an AI-powered growth platform that gives any product its own autonomous growth team. Yanmoo diagnoses a product’s market position, recommends the right acquisition channels, and deploys AI agents that execute real growth playbooks using best-in-class tools — from prospecting to outreach to measurement.
Before Yanmoo, Mostafa spent over a decade in product leadership at two Canadian unicorns: he scaled Super.com’s product org from just himself to 30 people, growing revenue from $1M to $150M, and led product growth at Neo Financial. His thesis is simple: building products is now commoditized — what kills most startups is distribution. Yanmoo automates the growth playbook he ran by hand for a decade.
Duncan is a Transformational Experience Architect and burnout interventionist, and an industry leader of the “Burnout as Travel” category.
He is a board-certified Master Practitioner & Trainer of NLP and MER®, and designs experiences that blend:
nervous system science
somatic practices
immersive transformation
His work spans luxury wellness retreats, corporate burnout recovery systems, and urban integration experiences, supporting individuals and organizations in moving from overdrive into regulation, clarity, and reconnection.
Daniel Campbell
Daniel Campbell is a founder-operator and seasoned technical executive, with experience spanning two startups of his own (including one acquired), engineering leadership at Canada's top financial AI research lab, Borealis AI (RBC), and contributions to both Canada's federal AI legislation frameworks and NVIDIA's enterprise AI architecture programs at their Deep Learning Institute.
As the Founding Partner behind Scale Exploration Co., his new vehicle for consulting new ventures at the edge of applied AI, Daniel works with founders and investors to find technical leverage in maturing products, strengthen agent and retrieval systems, and move ambitious AI from promising prototype to production reality.
His thesis is simple: stay close to the code, particularly when the architecture is hard and the path forward is not obvious.
About Pluto
Pluto is a Fourth Space for creative, conscious humans building the future - together. It’s part coworking studio, part event venue, part community- where wellness, entrepreneurship, art, and connection collide. You’ll feel it when you walk in.
Instagram: @enterpluto
RSVP below. Space is limited.