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Stonehenge Technology Labs bags $2M, gives CPG companies one-touch access to metrics
Stonehenge Technology Labs wants consumer packaged goods companies to gain meaningful use from all of the data they collect. It announced $2 million in seed funding for its STOPWATCH commerce enhancement software.
The round was led by Irish Angels, with participation from Bread and Butter Ventures, Gaingels, Angeles Investors, Bonfire Ventures and Red Tail Venture Capital.
CEO Meagan Kinmonth Bowman founded the Arkansas-based company in 2019 after working at Hallmark, where she was tasked with the digital transformation of the company.
“This was not a consequence of them not being good marketers or connected to mom, but they didn’t have the technology to connect their back end with retailers like Amazon, Walmart or Hobby Lobby,” she told TechCrunch. “There are so many smart people building products to connect with consumers. The challenge is the big guys are doing things the same way and not thinking like the 13-year-olds on social media that are actually winning the space.”
Kinmonth Bowman and her team recognized that there was a missing middle layer connecting the world of dotcom with brick and mortar. If the middle layer could be applied to the enterprise resource plans and integrate public and private data feeds, a company could be just as profitable online as it could be in traditional retail, she said.
Stonehenge’s answer to that is STOPWATCH, which takes in over 100 million rows of data per workspace per day, analyzes the data points, adds real-time alerts and provides the right data to the right people at the right time.
Dan Rossignol, a B2B SaaS investor, said the CPG world is also about consumerizing our life, and the global pandemic showed that even at home, people could have a productive day and business. Rossignol likes to invest in underestimated founders and saw in Stonehenge a company that is getting CPGs out from underneath antiquated technologies.
“What Meagan and her team are doing is really interesting,” he added. “At this stage, it is all about the people, and the ability to bet on doing something larger.”
Kinmonth Bowman said she had the opportunity to base the company in Silicon Valley, but chose Bentonville, Arkansas instead to be closer to the more than 1,000 CPG companies based there that she felt were the prime customer base for STOPWATCH.
The platform was originally created as a subsidiary of a consulting company, but in 2018, one of their clients told them they just wanted the software rather than also paying for the consulting piece. The business was split, and Stonehenge went underground for eight months to make a software product specifically for the client.
Kinmonth Bowman admits the technology itself is not that sexy — it is using exact transfer loads to extract data from hundreds of systems into a “lake house,” and then siloing it by retailer and other factors and then presenting the data in different ways. For example, the CEO will want different metrics than product teams.
Over the past year, the company has doubled its revenue and also doubled the amount of contracts. It already counts multiple Fortune 100 companies and emerging brands as some of its early users and plans to use the new funding to hire a sales team and go after some strategic relationships.
Stonehenge is also working on putting together a diverse workforce that mimics the users of the software, Kinmonth Bowman said. One of the challenges has been to get unique talent to move to Arkansas, but she said it is one she is eager to take on.
Meanwhile, Brett Brohl, managing partner at Bread and Butter Ventures, said the Stonehenge team “is just crazy enough, smart and driven” to build something great.
“All of the biggest companies have been around for a long time, but not a lot of large organizations have done a good job digitizing their businesses,” he said. “Even pre-COVID, they were building fill-in-the-blank digital transformations, but COVID accelerated technology and hit a lot of companies in the face. That was made more obvious to end consumers, which puts more pressure on companies to understand the need, which is good for STOPWATCH. It went from paper to Excel spreadsheets to the next cloud modification. The time is right for the next leap and how to use data.”
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Consumer goods software company Aforza bags $22M to open US headquarters
Aforza, developing cloud and mobile apps for consumer goods companies, announced a $22 million Series A round led by DN Capital.
The London-based company’s technology is built on the Salesforce and Google Cloud platforms so that consumer goods companies can digitally transform product distribution and customer engagement to combat issues like unprofitable promotions and declining market share, Aforza co-founder and CEO Dominic Dinardo told TechCrunch. Using artificial intelligence, the company recommends products and can predict the order a retailer can make with promotions and pricing based on factors like locations.
The global market for consumer packaged goods apps is forecasted to reach $15 billion by 2024. However, the industry is still using outdated platforms that, in some cases, lead to a loss of 5% of sales when goods are out of stock, Dinardo said.
Aforza’s trade promotion designer mobile image. Image Credits: Aforza
Dinardo and his co-founders, Ed Butterworth and Nick Eales, started the company in 2019. All veterans of Salesforce, they saw how underserved the consumer goods industry was in terms of moving to digital.
Aforza is Dinardo’s first time leading a company. However, from his time at Salesforce he feels he got an education like going to “Marc Benioff’s School of SaaS.” The company raised an undisclosed seed round in 2019 from Bonfire Ventures, Daher Capital, DN Capital, Next47 and Salesforce Ventures.
Then the pandemic happened, which had many of the investors leaning in, which was validation of what Aforza was doing, Dinardo said.
“Even before the pandemic, the consumer goods industry was challenged with new market entrants and horrible legacy systems, but then the pandemic turned off pathways to customers,” he added. “Our mission is to improve the lives of consumers by bringing forth more sustainable products and packaging, but also helping companies be more agile and handle changes as the biggest change is happening.”
Joining DN Capital in the round were Bonfire Ventures, Daher Capital and Next47.
Brett Queener, partner at Bonfire Ventures, said he helped incubate Aforza with Dinardo and Eales, something his firm doesn’t typically do, but saw a unique opportunity to get in on the ground floor.
Also working at Salesforce, he saw the consumer goods industry as a major industry with a compelling reason to make a technology shift as customers began expecting instant availability and there were tons of emerging startups coming into the direct-to-consumer space.
Those startups don’t have a year or two to pull together the kind of technology it took to scale. With Aforza, they can build a product that works both online and off on any device, Queener said. And rather than planning promotions on a quarterly basis, companies can make changes to their promotional spend in real time.
“It is time for Aforza to tell the world about its technology, time to build out its footprint in the U.S. and in Europe, invest more in R&D and execute the Salesforce playbook,” he said. “That is what this round is about.”
Dinardo intends on using the new funding to continue R&D and to double its employee headcount over the next six months as it establishes its new U.S. headquarters in the Northeast. It is already working with customers in 20 countries.
As to growth, Dinardo said he is using his past experiences at startups like Veeva and Vlocity, which was acquired by Salesforce in 2020, as benchmarks for Aforza’s success.
“We have the money and the expertise — now we need to take a moment to breathe, hire people with the passion to do this and invest in new product tiers, digital assets and even payments,” he said.
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Nobl9 raises $21M Series B for its SLO management platform
SLAs, SLOs, SLIs. If there’s one thing everybody in the business of managing software development loves, it’s acronyms. And while everyone probably knows what a Service Level Agreement (SLA) is, Service Level Objectives (SLOs) and Service Level Indicators (SLIs) may not be quite as well known. The idea, though, is straightforward, with SLOs being the overall goals a team must hit to meet the promises of its SLA agreements, and SLIs being the actual measurements that back up those other two numbers. With the advent of DevOps, these ideas, which are typically part of a company’s overall Site Reliability Engineering (SRE) efforts, are becoming more mainstream, but putting them into practice isn’t always straightforward.
Nobl9 aims to provide enterprises with the tools they need to build SLO-centric operations and the right feedback loops inside an organization to help it hit its SLOs without making too many trade-offs between the cost of engineering, feature development and reliability.
The company today announced that it has raised a $21 million Series B round led by its Series A investors Battery Ventures and CRV. In addition, Series A investors Bonfire Ventures and Resolute Ventures also participated, together with new investors Harmony Partners and Sorenson Ventures.
Before starting Nobl9, co-founders Marcin Kurc (CEO) and Brian Singer (CPO) spent time together at Orbitera, where Singer was the co-founder and COO and Kurc the CEO, and then at Google Cloud, after it acquired Orbitera in 2016. In the process, the team got to work with and appreciate Google’s site reliability engineering frameworks.
As they started looking into what to do next, that experience led them to look into productizing these ideas. “We came to this conclusion that if you’re going into Kubernetes, into service-based applications and modern architectures, there’s really no better way to run that than SRE,” Kurc told me. “And when we started looking at this, naturally SRE is a complete framework, there are processes. We started looking at elements of SRE and we agreed that SLO — service level objectives — is really the foundational part. You can’t do SRE without SLOs.”
As Singer noted, in order to adopt SLOs, businesses have to know how to turn the data they have about the reliability of their services, which could be measured in uptime or latency, for example, into the right objectives. That’s complicated by the fact that this data could live in a variety of databases and logs, but the real question is how to define the right SLOs for any given organization based on this data.
“When you go into the conversation with an organization about what their goals are with respect to reliability and how they start to think about understanding if there’s risks to that, they very quickly get bogged down in how are we going to get this data or that data and instrument this or instrument that,” Singer said. “What we’ve done is we’ve built a platform that essentially takes that as the problem that we’re solving. So no matter where the data lives and in what format it lives, we want to be able to reduce it to very simply an error budget and an objective that can be tracked and measured and reported on.”
The company’s platform launched into general availability last week, after a beta that started last year. Early customers include Brex and Adobe.
As Kurc told me, the team actually thinks of this new funding round as a Series A round, but because its $7.5 million Series A was pretty sizable, they decided to call it a Series A instead of a seed round. “It’s hard to define it. If you define it based on a revenue milestone, we’re pre-revenue, we just launched the GA product,” Singer told me. “But I think just in terms of the maturity of the product and the company, I would put us at the [Series] B.”
The team told me that it closed the round at the end of last November, and while it considered pitching new VCs, its existing investors were already interested in putting more money into the company and since its previous round had been oversubscribed, they decided to add to this new round some of the investors that didn’t make the cut for the Series A.
The company plans to use the new funding to advance its roadmap and expand its team, especially across sales, marketing and customer success.
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Writer pens a $5M seed round for its AI style guide that flags bias and tone
Anyone who writes online or in a word processor has likely gotten used to the inevitable squiggly line denoting a misspelled word or clumsy phrase. But what if you use a word that’s loaded, a phrase that’s too formal or not formal enough, or refer to a group of people in an outdated way? Writer is a service that watches as you type, flagging language that doesn’t match up with your style guide and values, and it just raised $5 million to scale up.
Both people and the companies they work for want to improve the way they write, but not just in terms of grammar and spelling. If a company says it’s inclusive, but the language in its press releases or internal blogs are peppered with anachronisms and bias, it suggests their concern only goes so far.
“Companies are hungry to put actions behind their words,” said Writer founder and CEO May Habib. “They want to be able to tell a consistent story to their users everywhere that they’re interacting with them. What Writer does is let people know when they’re using insensitive language, or things that could be considered negative, and let companies set brand guidelines.”
Right off the bat let us admit that there is a whiff of the sinister about the idea of a company dictating how its employees speak, though that’s nothing new when it comes to content and official communications. But this isn’t about controlling speech for power — it’s about recognizing that we are all flawed communicators and could use a hand keeping ourselves honest. Less thought police and more a well-informed angel sitting on your shoulder whispering things like, “Hey. Are you sure you want to describe that lawyer as ‘exotic’?”
Examples of things Writer checks for. Image Credits: Writer
There are tons of slip-ups we all make along those lines; less obvious, but no less potentially offensive. It’s important in public communications, among other things, to refer to a group by the term they prefer, not the first one that pops into your head; Writer has up-to-date libraries of this information sourced from the communities themselves. Some phrases may have become politically loaded in the last couple of years, but you’re not aware; no problem, it has alternatives. You want to avoid unnecessarily gendered language, great, but everyone slips up now and then; Writer can spot it — or make the connection with previous pronouns to make sure you don’t, for example, gender an anonymous source.
Accusations of “political correctness” will dog the service, but as Habib put it: “This is beyond politics; this is about respect for people who live a certain way, or are a certain way, and prefer to use certain terms. We’re trying to help companies create communities of belonging.” And as we’ve seen over and over again in tech, there is often a serious disconnect between the stated aspiration of a company and how people are treated within them. Just using the right words is a pretty low bar to start with, honestly.
Image Credits: Writer
Writer isn’t just a growing blacklist of words you should think twice about using, though. The natural language processing engine at the heart of it is also very concerned with things like sentence complexity, paragraph length and tone. It has to have this deeper understanding, Habib explained, because “it’s not enough to underline — you need to know what to replace it with, and when you replace it, you need to fit it into the sentence. These are actually hard NLP problems.”
That lets it fit into a variety of roles in addition to promoting inclusive language. It can watch for the usual spelling and grammar mistakes, as well as things like formality, active voice, “liveliness” (whatever that is, I don’t have it) and other metrics that help define a brand.
And of course you can bring in your own style guide so your editors don’t have to roll their eyes at serial commas in headlines, double dashes instead of em dashes, e-mail instead of email and all the rest of the little nips and tucks that keep a brand’s writing in a generally recognizable shape.
Image Credits: Writer
The service can also switch between style guides or adjust or disable itself in different apps and sites — so internal emails aren’t given the same guidelines as press releases, or a blog post’s style can be differentiated from a newsletter’s.
Obviously Grammarly is a big competitor here, but Habib feels that it and the growing number of in-browser or in-app checking services are very focused on the technical piece. Writer is less about preventing an individual writer’s errors, and more about creating consistency among groups of writers and making sure they are working from the same high-level linguistic standards.
Of course security is also a concern — no one wants a keylogger running on their machine, however helpful it may be. Habib was careful to emphasize that Writer runs locally in the browser as a plug-in, integrating with Word or Chrome for now but with other apps and services on the way. “None of that data ever hits a writer server, and no metadata — all the processing is done in the text area,” she said. The only data that’s sent back is the fact that a given suggestion was used, such as changing “should of” to “should have” or “illegal aliens” to “undocumented immigrants.” No user data is used to train the models and no content apart from the correction itself is sent or stored on Writer’s servers.
Writer is available now, for $11/person/month (with the obligatory free trial period, of course) for a basic version and some unspecified amount for enterprise deals with multiple style guides, plagiarism detection, and so on. It’s only available in English, and although there is of course demand for the service in other languages, the depth of the NLP model and the specificity of what it recognizes to the language mean it does not generalize well. To take on Spanish or Korean would be to develop an entirely new product. So English it is for now.
The company is new, and has been developing its NLP engine (on the back of a previous effort, which monitored user-facing language in GitHub repos) for 18 months in something like stealth. The $5 million seed round, led by Upfront Ventures, Aspect Ventures, Bonfire Ventures, and Broadway Angels should help the company scale, though it already has some top-tier, household-name customers, so with that and the money, its immediate future seems to be secure.
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