Golden Ventures
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Gwyneth Paltrow invests in The Expert, a video marketplace for high-end interior designers
The pandemic-induced lockdowns halted many a home decoration project, but the irony was that our homes became even more important. But where to get ideas to decorate? Home décor experts could no longer visit. Now an LA-based startup is addressing this digitization of the interior design market, but kicking off with a typically LA-oriented, high-end clientele.
The LA-based The Expert — a platform for video consultations with interior designers — has raised a $3 million seed funding round led by Forerunner Ventures, with participation from Sweet Capital, Promus Ventures, Golden Ventures, Jeffrey Katzenberg’s WndrCo, AD 100 designer Brigette Romanek and CEO/founder of goop, Gwyneth Paltrow.
The Expert offers 1:1 video consultations with leading interior designers, it says.
The founders consist of Jake Arnold, a celebrity interior designer (who has worked with John Legend and Rashida Jones and Chrissy Teigen, among others) and YC-alumni, Leo Seigal, who previously founded and sold Represent.com to CustomInk for $100 million in 2015.
After being “inundated” with DMs during lockdown asking for his advice, Arnold says he realized he didn’t have the business model to help non-retainer clients. So he joined Seigal to create The Expert.
The Expert features 85 designers, so far. Clients click on designers’ profiles to see rates and availability, then click to book. Clients can upload any relevant floor plans, images of the home, inspiration ideas, etc. for the designer to review ahead of time. They then join a Zoom link (the platform uses the Zoom API) to meet with an interior designer, and can leave a review afterward.
The company claims it has 700 designers on its waitlist and will hit $1 million of bookings after its first quarter, after launching in early February this year.
The startup has some competition in the form of Modsy and Havenly, but The Expert says it is going for a more high-end experience, where clients are willing to pay $300-$2,500 for an hour of a designers’ time. The startup takes a 20% cut of the transaction.
Co-founder Leo Seigal said: “We were able to attract a crazy roster of designers partly thanks to co-founder Jake who is so highly regarded in the industry, and partly due to a timeliness of offering which is far above anything that has been tried in the home space.”
In a statement, Gwyneth Paltrow said: “I’ve always felt that access to great design – and those who create it – is too rare of a commodity. It’s a game-changer for someone without the budget for a full-time designer to have this roster of talent on speed dial.”
Nicole Johnson, partner at Forerunner, said: “We’ve been thinking through new models for the interior design sector for years at Forerunner, observing room for improvement for the trade and consumers alike. Interior design is arguably the ultimate, best-suited source of home inspiration and commerce enablement for consumers, but the trade is a famously walled garden. The Expert solves for this, connecting anyone, anywhere with the world’s leading interior designers via video consultation—allowing Experts to broaden their reach and monetization in a predictable, rewarding, and low-friction way.”
Pippa Lamb, partner at Sweet Capital, which led their pre-seed investment round last summer said: “The Expert is democratizing access to top creators in the $150B global interior design industry. By partnering with leading talents like Amber Lewis and Leanne Ford, it’s solving both upstream discovery and downstream services: bringing Instagram feeds to life. Leo and his team are visionaries and Sweet Capital has been proud to back them since Day 1.”
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KitchenMate makes it easy to cook fresh meals at work
KitchenMate is a Toronto-based startup promising businesses a fresh approach to feeding their employees.
The startup has raised $3.5 million in seed funding led by Eniac Ventures and Golden Ventures, with participation from FJ Labs and Techstars. It’s also expanding into the United States.
Founder and CEO Yang Yu said KitchenMate was founded with the goal of providing “healthy meals at an affordable cost.” The solution he and his team developed combines refrigerated, tamper-proof “smart meal-pods” containing fresh, prepared meals that are then heated in a “smart cooker.”
You might think a pandemic is the wrong time for this idea, since so many companies are still working from home. And Yu acknowledged that some of KitchenMate’s most likely customers (such as tech companies) don’t need the product right now.
At the same time, he said there are many “old-school companies” in industries like manufacturing, distribution and essential services that can’t operate that way — and in those sectors, business is “booming.”
“[Before the pandemic,] it was a nice-to-have for a lot of companies that care about employees and want to offer them a healthy meal,” he said. “It’s become a must-have for a lot of companies now that everything is closed.”
In other words, Yu said that with many restaurants and other businesses shuttered by the pandemic, KitchenMate has emerged for some employers as “the only option.” He also said it’s being used by hospitals as an efficient way to prepare healthy meals for patients.
Without a KitchenMate Smart Cooker at home, I can’t vouch for the quality of the food, but Yu showed me how he prepared a meal in the KitchenMate office: He opened the refrigerator, removed a Smart Meal-Pod and scanned it with his phone, then loaded the Meal-Pod into the cooker. A few minutes later, a tasty-looking lunch of rice, curry, vegetables and tofu was ready for him.
KitchenMate offers the equipment for sale or rent to employers. The meals are then purchased by employees via smartphone app at an average cost of $9, usually with employees paying $7 and employers subsidizing the rest.
KitchenMate delivers new Meal-Pods once or twice a week, and teams can influence what gets delivered by voting on the dishes that they want. The startup also offers an option where staff members can prepare the meals for employees, rather than having everyone raid the refrigerator and making meals for themselves.
Yu suggested that as offices reopen, people will want to avoid crowded cafeterias, and they’ll choose KitchenMate’s bulk deliveries over having lots of individual deliveries going in and out of buildings and elevators.
Yu acknowledged that there is a risk of a “backlog” in the kitchen if everyone wants their lunch at the same time, but he said KitchenMate tries to alleviate this issue by allowing people to pre-order their meals in the app.
“We create more flexibility around people eating for a lot of companies who either can’t afford catering or, post-COVID, it’s just not possible anymore to have shared meals,” he said.
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Six Toronto VCs discuss COVID-19 and the post-pandemic era
As North America’s fourth-largest city, Toronto is one of the world’s top startup ecosystems.
After spawning companies like Eventbrite and Crowdmark, Ontario’s capital has attracted international talent that complements its homegrown population of entrepreneurs and technical talent.
Six investors we surveyed who work and live in the area said they believe Toronto will continue to thrive after the COVID-19 storm passes. Some of them focus exclusively on the region, while others invest elsewhere as well. As they explained, the city has a lot going for it: It’s diverse, has access to locally trained engineering and business workers, and the area has already fostered many companies that are doing very well.
Investors expect Toronto to remain a fintech hub
Fintech is one of the city’s top industries, and the investors in this survey expect this to continue. Stephanie Choo, head of investments at Portag3 Ventures, said “fintech continues to see massive tailwinds from the fallout from COVID-19 as incumbents struggle to fully digitize their offerings.”
Ameet Shah of Golden Ventures listed fintech as one of Toronto’s key industries. Eva Lau of Two Small Fish Ventures agreed, adding that “blockchain has also been doing well because many blockchain-related technologies or companies were started in Toronto.”
Other investors point to fintech business leaders in Toronto like CEOs Mike Katchen of Wealthsimple, Daniel Eberhard of Koho, Andrew D’Souza and Michele Romanow of Clearbanc and Kirk Simpson of Wave Financial.
Diversity is one of Toronto’s strengths
Nearly all of the surveyed investors cited diversity as a key reason to live and work in Toronto. Probal Lala, chairman of Maple Leaf Angels, says, “Beyond having a vibrant technology ecosystem, Toronto has one of the most diverse communities in North America and is not only a great place to find the intellectual horsepower and funding to build a great global startup, but also the mosaic of social communities that makes it a great place to live and raise a family.”
Choo said the United States’ current battles over immigration could benefit Canada. “Small, nimble teams that need to move fast may still choose to co-locate in person — and many will still want access to amenities that only a large, vibrant and diverse city like Toronto can offer.”
She also pointed to Toronto’s claim of being one of the most diverse cities in the world. “[This] not only makes the city interesting but also very welcoming for those who relocate from elsewhere; a strong startup and tech scene, and, lastly, a vibrant cultural and food scene, especially through the lens of cost-of-living compared to comparable major cities.”
Shopify’s executives are key players in Toronto’s ecosystem
Several VCs listed Shopify executives as local leaders, while others acknowledged the growing unicorn’s impact. Ameet Shah of Golden Ventures says, “Toronto has traditionally been strong in fintech, B2B SaaS, crypto and AI. The explosion of Shopify should also benefit companies focused on e-commerce and supply chain solutions.”
Adam McNamara and Ameet Shah, when asked about local business leaders, both listed Satish Kanwar. Kanwar is GM and VP of Product at Shopify after the company purchased Jet Cooper, a startup co-founded by Kanwar. McNamara also points to Farhan Thawar, Shopify’s VP of Engineering, as a local leader.
Who we spoke to:
- Probal Lala, chairman, Maple Leaf Angels Capital Corporation
- Stephanie Choo, head of investments, Portag3 Ventures
- Adam McNamara, founding partner, Ramen VC
- Ameet Shah, partner, Golden Ventures
- Matt Golden, founder and managing partner, mGolden Ventures
- Eva Lau, founding partner, Two Small Fish Ventures
Probal Lala, Maple Leaf Angels Capital Corporation
How much is local investing even a focus for you now? If you are investing remotely in general now, are you filtering for local founders?
Prior to COVID-19 hitting, a requirement for the majority of my investments was a face-to-face visit with the founding team. For the most part, this meant founders spending time in Toronto. As we primarily invest in seed and pre-seed, this usually meant local founders.
When the pandemic hit, we shifted our process to primarily Zoom meetings (including due diligence) and as a result the mix of founding teams has expanded beyond our typical catchment area (two-hour drive from the city) to a broader base. Investment cycles appear to have slowed a bit due to the remote approach but our reach to founding teams has expanded to a broader base of geographically distributed founding teams (Mostly Canadian although we have recently seen a number of international opportunities).
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