How will digital media survive the ad crash?

Published May 6, 2020

When I first met Bustle Digital Group’s Jason Wagenheim, it was right as New York City was beginning to go into lockdown. The BDG offices were empty thanks to the company’s newly instituted work-from-home policy, but it still seemed reasonable to meet in-person to learn more about BDG’s broader vision.

At the time, Wagenheim — a former Fusion and Condé Nast executive who joined BDG as chief revenue officer before becoming president in February — acknowledged that we were entering a period of uncertainty, but he sounded a note of cautious optimism for the year ahead.

Since then, of course, things have been pretty rough for the digital media industry (along with the rest of the world), with a rapid reduction in ad spending leading to layoffs, furloughs and pay cuts. BDG (which owns properties like Elite Daily, Input, Inverse, Nylon and Bustle itself) had to make its share of cuts, laying off two dozen employees, including the entire staff of The Outline.

And indeed, when I checked back in with Wagenheim, he told me that he’s anticipating a 35% decline in ad revenue for this quarter. And where he’d once hoped BDG would reach $120 or $125 million in ad revenue this year, he’s now trying to figure out “what does our company look like at $75 or $90 million?”

At the same time, he insisted that executives were determined not to completely dismantle the businesses they’d built, and to be prepared whenever advertising does come back.

We also discussed how Wagenheim handled the layoffs, how the company is reinventing its events sponsorship business and the trends he’s seeing in the ad spending that remains. You can read an edited and condensed version of our conversation below.

TechCrunch: We should probably just start with the elephant in the room, which is that you guys had to make some cuts recently. You were hardly the only ones, but do you want to talk about the thought process behind them?

Jason Wagenheim: Yeah, we ended up having to say goodbye to about 7% of our team, and we had salary reductions to the tune of 18% company-wide for those that made over $70,000. And then we had 30% pay cuts for executives.

You’ve read about all this, I’m sure. It was a really, really hard decision. We spent two weeks in planning, dozens of spreadsheets, negotiating with our investors on a plan that would keep the company moving forward, but [had to] be very sober to the reality of what was happening around us. But also most importantly for us, for our executive team, we weren’t about to disassemble the company that we spent the last 12 to 18 months building.

Alpha Foods raises $28 million for its vegetarian prepared foods

Published February 11, 2020

Alpha Foods, the vegetarian prepared food manufacturer, has raised $28 million in financing for its portfolio of vegetarian burritos, tamales, nuggets, pizzas, burgers, patties and sausages.

The Glendale, Calif.-based company was launched by Loren Wallis, the founder of the dairy substitute, Good Karma Foods, and Cole Orobetz, a former director with the agricultural debt lending firm Avrio Capital.

First launched in 2015, Alpha Foods previously raised $12 million in financing from investment firms like New Crop Capital and AccelFoods, whose other brands include Kite Hill, Good Catch, BRAMi and Evoke Healthy Foods.

As more Americans move to supplement their diets with plant-based products, companies like Alpha Foods have found willing investors for new food brands. The company’s new round was led by AccelFoods, with existing investors, including New Crop Capital, Green Monday Ventures and Blue Horizon, also participating.

Companies like Alpha compete with huge consumer packaged goods companies like Kellogg’s (through its Morningstar Farms line of vegetarian products) and Nestlé (through Sweet Earth Foods).

While the Morningstar Farms brand might seem a bit stale, the market has been reinvigorated through the marketing muscle and venture dollars supplied by companies like Beyond Meat and Impossible Foods, whose products have captured contracts from some of the world’s biggest fast food chains — including McDonald’s, KFC and Burger King.

Alpha Foods said it will use the latest money to launch new products, make new hires and expand its distribution channels nationally and internationally.

The company is already sold in well over 9,000 stores at chains including Wegmans, Walmart, Kroger and Publix.

“As more and more people actively seek out plant-based options, whether for their health or the environment, we are looking to expand our innovations within the category and bring easy to prepare products to a wider audience,” said Cole Orobetz, co-founder and president of Alpha Foods, in a statement.

The sale of pre-prepared plant-based meals reached $387 million in 2019, up 6% over the past year, according to data from the Good Food Institute.

“We are in the early days of plant-based consumption. As a portable, functional food business geared towards the newly emergent flexitarian consumer, the Alpha platform meets all of its customers’ snack and mealtime needs,” said AccelFoods Managing Partner Jordan Gaspar. “We couldn’t be prouder to lead this strong nexus of collaborative investors, who had the opportunity to organically build trust this past year allowing for an incredibly successful outcome in this financing.”

In-car commerce startup Cargo raises $22 million led by Founders Fund

Published September 27, 2018

Cargo, the startup that helps ridesharing drivers earn money by bringing the convenience store into their vehicles, has raised $22 million in a Series A round led by Founders Fund.

Additional investment came from Coatue Management, Aquiline Technology Growth and a number of high-profile entertainment, gaming and technology executives that include Zynga founder Mark Pincus, Twitch’s former CSO Colin Carrier, media investor Vivi Nevo, former NBA commissioner David Stern, Def Jam Records CEO Paul Rosenberg, Steve Aoki, Maria Shriver and Patrick and Christina Schwarzenegger.

To date, Cargo has raised $30 million in venture funding. As part of this latest round, Founders Fund partner Cyan Banister is joining the board.

Cargo provides qualified ridesharing drivers with free boxes filled with the kinds of goods you might find in a convenience store, including snacks and phone chargers. Riders can use Cargo’s mobile web menu on their smartphones (without downloading an app) to buy what they need. Cargo has previously partnered with Kellogg’s, Starbucks and Mars Wrigley Confectionery — companies looking for ways to market their goods to consumers.

“In just a few years, ridesharing has evolved from a niche service to an indispensable element of our global transportation system,” Banister said in a statement. “Founders Fund is excited to support Cargo in driving the next evolution: a better on-trip experience for riders and new revenue generating opportunities for drivers.”

The round follows Cargo’s partnership with Uber and an international licensing deal with Grab. The company, which was founded in 2017, has activated more than 12,000 drivers across 10 cities.

Cargo says it will use the capital to scale its business in the U.S. and internationally. It’s also working on new digital services — a development Banister eludes to — that will improve users on-trip experience. The strategic investments from gaming and entertainment executives is designed to help Cargo develop those digital services for riders.

“Our default behavior in an Uber is to shop, play games and listen to music on our phone. Riders have ordered more than two million products and today transact with us every five seconds,” Cargo founder and CEO Jeff Cripe said in a statement. “We brought riders instant commerce, now we’ll help them discover and enjoy games, music, and entertainment on one in-car platform.”

Existing Cargo investors participating in the round include CRCM Ventures, Rosecliff Ventures, Kellogg’s eighteen94 capital, RiverPark Ventures, and former Uber executives including Chief Business Officer Emil Michael, New York City General Manager Josh Mohrer and former West Coast General Manager William Barnes.