Early Stage 2021
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Design expert Scott Tong outlines 4 concepts founders should consider when designing products
In the last decade, high-quality design has become a necessity in the software space. Great design is a commodity, not a luxury, and yet, designing beautiful products and finding great designers continues to be a struggle for many entrepreneurs.
At Early Stage 2021, design expert Scott Tong walked us through some of the ways founders should think about design. Tong was involved in product and brand design at some of the biggest brands in tech, including IDEO, IFTTT, Pinterest and more. He’s now a partner at Design Fund.
Tong explained how to think about brand as more than a logo or a social media presence, what design means and the steps that come before focusing on the pixels, and gave guidance on when entrepreneurs should hire third-party design agencies or bring on full-time talent.
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Reputation
“The purest treasure mortal times afford is spotless reputation,” wrote Shakespeare. Though we often think of a brand as a logo or a social media persona, a brand is the equivalent of a person’s reputation. It signifies what the company and products stand for, and it has an element of being memorable for something, whether it’s prestige, like for Chanel, or terrible customer service, like for Comcast.
The closest word in the English language to brand is actually reputation. The analogy is that brand is to company as reputation is to person. If you can link your brand with your company’s reputation, I think it’s a really great place to start when you’re having conversations about brands. What is the first impression? What are the consistent behaviors that your brand hopes to repeat over and over? What are the memorable moments that stand out and make your brand, your reputation memorable? (Timestamp: 2:40)
Existing versus preferred
Tong outlined what design is truly about. There are many different schools of thought on design methodology and there are many different types of design. You may be thinking about product design and logo design and brand design all at the same time, and the only way to successfully hire for those tasks and complete them is to understand what design is, at its core.
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SOSV partners explain how deep tech startups can fundraise successfully
Startups developing so-called deep tech often find it challenging to raise capital for various reasons. At TechCrunch Early Stage: Marketing and Fundraising, two experienced investors spoke on the subject and advised startups facing a challenging fundraising path.
Pae Wu and Garrett Winther are both partners at SOSV and run the fund’s programs around biotech and hardware. SOSV doesn’t shy away from startups building complex technology, and because of this, Wu and Winther are well placed to advise on fundraising. They presented three key points targeting startups fundraising for deep tech applications, but the points are applicable to startups of any variety.
Before giving advice, the two acknowledged the nuances across the deep tech ecosystem and each industry. Their presentation is focused on general guidance applicable to nearly every startup.
Finding the right investor
The first point on Wu and Winther’s presentation sounds a bit self-serving but is based on solid advice. When building a deep tech startup, find the right investor, they said. This is general advice for startups, but according to these two, it’s even more important when building a company that might take longer for the investor to see a return.
In deep tech, it’s essential to think about founder-investor fit. And what we mean by this is understanding why an investor is even in VC in the first place. And what it is that’s driving you, the founder, to do what you do.
And so we look at this fit as a Venn diagram between founders who have a near maniacal devotion to wanting to solve a core systemic problem and investors that thrive on the unique risk profile that comes in deep tech. Because with deep tech, we’re talking about both technical risk, where maybe that insight that is core to the company merely proves that we’re no longer having to break any laws of physics to do whatever it is you’re trying to do. So there’s a big technical risk. (Timestamp: 6:09)
We, as investors, love to see methodical founders who can see the first step that will converge at the right moment of technical and business milestones.
Set obtainable goals
Breakthrough technology hardly came from sudden breakthroughs. As explained in this presentation, it’s critical to set obtainable goals that lead to the desired outcome.
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Cowboy Ventures’ Ted Wang: CEO coaching is ‘about having a second set of eyes’
Earlier this month, Cowboy Ventures’ Ted Wang joined us at TechCrunch Early Stage: Marketing and Fundraising, where he spoke about executive coaching and why he encourages founders in his portfolio to have a CEO coach. Wang, who has an executive coach himself, sees coaching as a key way to drive sustained personal growth, a factor that he believes separates the middling CEOs from the best ones.
Why CEOs need coaching
Just like professional athletes at the top of their game still need coaching, executives can need external validation and comment on where they are and aren’t delivering, Wang says. These insights can be tough for executives to catch on their own and might require a level of honesty that can be challenging for a CEO to expect from anyone involved with their company.
Roger Federer — the famous tennis player who has won 20 Grand Slam events — he has a coach, but he doesn’t just have a coach, he has a coach for tennis. I’m pretty sure Roger knows the rules of the game and all the different strokes he needs to hit, so why would he have a coach? The answer is really that it’s about having a second set of eyes; when you’re in the moment … it’s hard to be able to see yourself and assess yourself. (Timestamp: 4:52)
Coaches can help entrepreneurs reflect and reframe the things being communicated with them.
A good example — you might be at a board meeting and one of your board members is being critical of your VP of marketing, and one way to think of that is “Oh, OK, here are some things we need to solve for this person,” but another point of view that a coach might open your eyes to, is actually maybe this person thinks you’re not hiring the right people. (Timestamp: 8:59)
While advisers can help startups navigate tactical situations, therapists may be more focused on helping clients navigate emotional states and improve themselves. Coaching exists in a very nebulous gray area between startup advisers and licensed therapists, Wang says, but coaching is more focused on improving yourself as a business leader rather than solving a particularly vexing startup issue.
When you’re in the moment … it’s hard to be able to see yourself and assess yourself.
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Norwest’s Lisa Wu explains how to think like a VC when fundraising
At the TechCrunch Early Stage: Marketing and Fundraising event last week, Norwest Venture Partners‘ Lisa Wu took the stage to discuss how founders can think like venture capitalists in all facets of their business. The overlapping in job roles is uncanny: The best investors and founders have to find focus through the noise, understand the weight of due diligence and pitch others with conviction. Wu, who has investments in Plaid, Calm and Ritual, used anecdotes and exercises — such as the eyebrow test — in the tactical, engaging chat.
Pitch deck or pitch blurb?
Startup founders often turn to pitch decks when fundraising as a visual representation of their story — from the origins to total addressable market to those juicy metrics. While the format definitely works, the influx of pitch decks in a hot deal environment makes it harder to stand out.
Wu gave some pointers on how she reacts to cold pitch decks, and why founders may want to take some unconventional advice.
I love it because I can quickly flip through the deck and generally form an opinion on it. And I think I’ve read some stat recently, which is that investors really spend 2 minutes and 47 seconds per deck. It’s an easy way for me to, in that short amount of time, just get a calibration of the business to decide whether to move forward.
But, as the founder, I’ll probably tell you don’t do [the cold pitch deck]. Because if you’re sending me the pitch deck, I’m quickly screening and then I’m making a decision of whether it makes sense to meet, but your goal is really just to try to get the meeting with me to tell the story and let that unfold. And so, give us enough of it — like a blurb to tease us to want to continue to engage is great. But if it is possible, I would suggest a late pullback of the pitch deck, even though I love to receive it in advance. (Timestamp: 21:50)
In other words, she loves founders sliding into the DMs with pitch decks, but doesn’t think that strategy always gives the founder storytelling power.
This answer triggered a series of questions from attendees on whether pitch decks are even necessary in the first place. Here, Wu explains how the competitive venture market has impacted her preferences — and her interest in what I’d describe it as a private beta, except for fundraising rounds.
So, everything is shifting these days. Because there’s so much capital [and competition] out there, sometimes if I’m chasing a really hot company, I actually prefer that they don’t have a deck, or they haven’t created one yet. Because once you have a deck, that means you can go and take it out to a bunch of other investors, too. And so it’s helpful to structure the conversation and to storytell around it. I think I like a deck more so than not, unless it’s in a competitive situation. If I’m trying to close the deal, I actually prefer just an open dialogue. (Timestamp: 23:30)
We just have them come in and we just prepare our team internally to let them know that there’s no deck here. And so, it’s just up to the founders to really just tell the story to us. And, it’s worked. (Timestamp: 24:20)
- Don’t send VC a cold deck ever again: Start sending video pitches
- 11 words and phrases to cut from your VC pitch deck
- How Retail Zipline’s Series A pitch deck ticked every box for Emergence Capital
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How to implement conflicting feedback?
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Khosla’s Adina Tecklu breaks down how to nail your pitch
Pitching is perhaps the single most important skill that any founder needs to hone, so not surprisingly, we kicked off our TechCrunch Early Stage 2021 — Marketing & Fundraising event with a deep dive on all the tips and tricks required to get the most out of pitching and slide decks. On hand was Adina Tecklu, a principal at Khosla Ventures, and who formerly built out Canaan Beta, the consumer seed practice at Canaan Partners.
We talked about the importance of knowing your customer (aka your potential investor), focusing on story, typical slides in a deck, the appendix slides, formatting, and then alternative formats and which to avoid in a pitch deck.
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Know your customer, in this case, your investor
We kicked off our discussion with advice that remains as valuable as it is obvious. Even today, despite the wealth of resources available on the internet to background research potential investors, founders regularly walk into their pitch meetings like deer in headlights with no sense of that particular investor’s interests, tastes, stage of investment and more. Don’t be that founder.
Key number one is know your audience. The best founders understand their users, whether that is an end consumer, or an enterprise customer. They’ve done the research to understand what motivates their customers, how they make buying decisions, and also what their customers like and don’t like as much about their own product. When fundraising, your VC essentially becomes your customer. And so before you begin pitching, or even building your deck, it’s really important to do your research beforehand to understand the firms and the partners that you intend to pitch. (Timestamp: 2:25)
If you do that right,
That knowledge allows you to proactively address any concerns that they might have. And really make sure that you position your business in a way that is both authentic, but in a way that will be well received by the VC. (Timestamp: 3:20)
- Six things venture capitalists are looking for in your pitch
- What to expect when pitching European VCs
- Should you pay $50K for your pitch deck? Yes, why the hell not?
Story-driven, not data-driven
Data is the most important source of wisdom in Silicon Valley, or so the belief holds. But the reality, particularly in early-stage investing, is that the data can only paint a partial picture of a startup and a founder’s ambition. Don’t let a dense copse of trees occlude the wider forest, which is what investors are really investing in.
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Product design expert Scott Tong will join us at TC Early Stage in July
Thoughtful and high-quality product design is no longer optional. Gone are the days that a startup could launch with a bare-bones app or website. The demand side of the design equation has only grown — consumers are used to beautiful, intuitive products — while the supply side is struggling to keep up.
How are startups supposed to educate themselves in product design, hire the right people for those positions and think about product design as a core piece of their business?
A good starting point is an upcoming TC Early Stage: Marketing & Fundraising session with Scott Tong on July 8 & 9.
Tong was a principal designer at IDEO, a co-founder at IFTTT, head of product design at Pinterest, an EIR at IMO Ventures and is now a startup advisor at Design Fund.
When it comes to thoughtfully crafting products, and ensuring that those designs fit in line with the company’s broader short and long-term goals, there is perhaps no one better suited to show us how it’s done.
Tong joins a long list of experts in a variety of startup core competencies who will be speaking at TC Early Stage in July. That list includes Sequoia’s Mike Vernal (Product Market Fit Is All About Tempo), Coatue’s Caryn Marooney (formerly Facebook’s head of comms) and Superhuman’s Rahul Vohra (Growth Hacking). You can check out the agenda here.
The coolest part of TC Early Stage is that all sessions are designed with plenty of time for audience Q&A, so founders can get specific, tailored advice about their own business challenges.
These mini-bootcamps kick off in just two weeks so we hope you’ll be joining us at TC Early Stage— Grab your ticket here!
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Applications for the TC Early Stage Pitch-Off in July are open
Early-stage startups — now is your time to shine at the TechCrunch Early Stage event on July 8 and 9. This is part two of the highly successful event from April where top experts train and teach founders how to build, launch and scale their companies. In April we hosted the inaugural TC Early Stage Pitch-Off with 10 top companies from around the globe. TC is on the hunt to feature a new batch of 10 companies this summer to pitch in front of TC editors, global investors, press and hundreds of attendees. Step into the spotlight now. Apply here by June 7th.
The Pitch. Ten founders will pitch onstage for five minutes, followed by a five-minute Q&A with an esteemed panel of VC judges. The winner will receive a feature article on TechCrunch.com, one-year free subscription to Extra Crunch and a free Founder Pass to TechCrunch Disrupt this fall.
The Training. Nervous to pitch onstage in front of thousands? Fear not. After completing the application, selected founders will receive training sessions during a remote mini-bootcamp, communication training and personalized pitch-coaching by the Startup Battlefield team. Selected startups will also be announced on TechCrunch.com in advance of the show.
Qualifications. TechCrunch is looking for early-stage, pre-Series A companies with limited press. Our last pitch-off had one of the most geographically diverse batches from a TC event. The Early Stage Pitch-Off is open to companies from around the world, consumer or enterprise and in any industry — biotech, space, mobility, impact, SaaS, hardware, sustainability and more.
Founders, don’t miss your chance to pitch your company on the world’s best tech stage. Apply today!
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Learn how to create an effective earned media strategy with Rebecca Reeve Henderson at TC Early Stage 2021
TechCrunch’s Early Stage 2021 is back for part two of our bootcamp-for-entrepreneurs event, with a focus on marketing and fundraising. Building on the first half of the event in April, this two-day virtual sprint will take place July 8 & 9, and we’re thrilled to welcome Rebecca Reeve Henderson as one of our all-star slate of experts. Rebecca will be joining us to share insight on how to build an effective earned media strategy for your startup, building on her deep expertise developing effective communications programs for some of the top business software companies in the world.
Earned media, aka the kind of exposure you get from a TechCrunch article, is a key element of any startup’s marketing strategy. It’s something that is best used as a complementary component to paid marketing and owned channel promotional efforts, but it’s also one of the trickiest things to get right, especially for first-time founders. Rebecca has worked with companies ranging from Slack, to Shopify, to Zapier, to Canva and many more, helping craft effective earned media strategies in one of the most difficult areas of all: B2B SaaS.
Image Credits: Rsquared Communications
Rebecca is also a founder herself, having built her communications company Rsquared from the ground up into an international business spanning the U.S. and Canada. Rsquared’s clients included startups at all stages of growth, from their very beginnings through to successful exits, including public market debuts, so she’s run effective communications campaigns at every point on the growth spectrum. Then in 2019, Rsquared had its own exit, with an acquisition by global communications firm Archetype.
We’ll hear tips from Rebecca on how earned media contributes to an effective overall communications strategy, and how you go about earning that media — including how to pitch media, and how to build successful long-term relationships with key reporters and publications in your industry.
Tickets for TC Early Stage: Marketing & Fundraising are available until this Friday at the early bird rate which gives you an instant $100 savings! Secure your seat before this weekend!
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How to pivot your startup, save cash and maintain trust with investors and customers
A few years ago, founder Sean Lane thought he’d achieved product-market fit.
Speaking to attendees at TechCrunch’s Early Stage virtual event, Lane said Queue, a secure digital check-in tablet for hospital waiting rooms that reduced wait times by uniting and correcting electronic medical records, was “selling like hotcakes.” But once Lane realized it would only ever address one piece of a much bigger market opportunity, he sold off the product, laid off two-thirds of the people affiliated with it and redirected the employees who were left.
Lane explained that what he really wanted to build is what his company — since renamed Olive — has now become, a robotic process automation (RPA) company that takes on hospital workers’ most tedious tasks so nurses and physicians can spend more time with patients.
Customers seem to like it. According to Lane, more than 600 hospitals use the service to assist employees with tasks like prior authorizations and patient verifications.
Investors clearly approve of what Olive is selling, too: Last year, the company raised three rounds of funding totaling roughly $380 million and valuing the company at $1.5 billion. According to Crunchbase, it’s raised a total of $456 million altogether.
In fact, VCs think so much of Lane that in February, they invested $50 million in another company that Lane runs simultaneously called Circulo, a startup that describes itself as building the “Medicaid insurance company of the future.”
Still, the path from point A to B was painful, and it might not have happened if Lane didn’t have a few things going for him, including a deeply personal reason to build something that could have greater impact on the U.S. healthcare system.
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Alexa von Tobel outlines how founders should manage personal finances
Few people are more knowledgable on the topic of how founders should manage their finances than Alexa von Tobel. She is a certified financial planner, started her own company in the midst of the recession (which happened to be a wildly successful personal finance startup that sold for hundreds of millions of dollars) and is now a VC who invests and advises founders.
At Early Stage 2021, she gave a presentation on how founders should think about managing their own wealth. Startup founders can often put all their money into their venture and end up paying more attention to the finances of their company than their own bank account.
Von Tobel outlined the various steps you can take to stay out of debt, build credit and accumulate wealth through investments to ensure you have financial peace of mind as you take on the most stressful venture of your life: Starting a company.
Know your numbers
The first step in getting organized and being proactive is often taking inventory. Von Tobel believes that knowing your numbers and getting organized digitally is the first step to having financial peace of mind.
Know all your numbers. Know your net worth. What are your assets? What’s your debt? What does your total financial picture look like? Get everything online. You should have all the mobile apps downloaded so that, in minutes, you can actually see your full financial life. And keep it simple. Fewer accounts are better. I always tell people, if you have seven credit cards, plus three savings accounts, that’s a lot. You’re never going to be as good at managing your finances. Simplify your accounts. (Time stamp — 2:50)
Manage your credit and debt
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