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 Mostafa Elhefnawy 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 So 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: 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. 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. www.enterpluto.com Instagram: @enterpluto RSVP below. Space is limited.