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Former Snap employees raise $9M for Trust, emerging from beta to level marketing playing field
Trust wants to give smaller businesses the same advantages that large enterprises have when marketing on digital and social media platforms. It came out of beta with $9 million in seed funding from Lerer Hippeau, Lightspeed Venture Partners, Upfront Ventures and Upper90.
The Los Angeles-based company was started in 2019 by a group of five Snap alums working in various roles within Snap’s revenue product strategy business. They were building tools for businesses to fund success with digital marketing, but kept hearing from customers about the advantage big advertisers had over smaller ones — the ability to receive good payment terms, credit lines, as well as data and advice.
Aiming to flip the script on that, the group created Trust, which is a card and business community to help digital businesses navigate the ever-changing pricing models to market online, receive the same incentives larger advertisers get and make the best decision of where their marketing dollars will reach the furthest.
Trust dashboard
Trust does this in a few ways: Its card, built in partnership with Stripe, enables businesses to increase their buying power by up to 20 times and have 45 days to make payments on their marketing investments, CEO James Borow told TechCrunch. Then as part of its community, companies share knowledge of marketing buys and data insights typically reserved for larger advertisers. Users even receive news via their dashboard around their specific marketing strategy, he added.
“The ad platforms are walled gardens, and most people don’t know what is going on inside, so our customers work together to see what is going on,” Borow said.
The growth of e-commerce is pushing more digital marketing investments, providing opportunity for Trust to be a huge business, Borow said. E-commerce sales in the U.S. grew by 39% in the first quarter, while digital advertising spend is forecasted to increase 25% this year to $191 billion. Meanwhile, Google, Facebook, Snapchat and Twitter all recently reported rapid growth in their year-over-year advertising revenues, Borow said.
The new funding will go toward increasing the company’s headcount.
“We have active customers on the platform, so we wanted to ramp up hiring as soon as we went into general release,” he added. “We are leaving beta with 25 businesses and a few hundred on our waitlist.”
That list will soon grow. In addition to the funding round, Trust announced a strategic partnership with social shopping e-commerce platform Verishop. The company’s 3,500 merchants will receive priority access to the Trust card and community, Borow said.
Andrea Hippeau, partner at Lerer Hippeau, said she knew Borow from being an investor in his previous advertising company Shift, which was acquired by Brand Networks in 2015.
When Borow contacted Lerer about Trust, Hippeau said this was the kind of offering that would be applicable to the firm’s portfolio, which has many direct-to-consumer brands, and knew marketing was a huge pain point for them.
“Digital marketing is important to all brands, but it is also a black box that you put marketing dollars into, but don’t know what you get,” she said. “We hear this across our portfolio — they spend a lot of money on ad platforms, yet are treated like mom-and-pop companies in terms of credit. When in reality Casper is outspending other companies by five times. Trust understands how important marketing dollars are and gives them terms that are financially better.”
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Orbiit raises seed funding to automate the interactions within an online community
Orbiit, a startup that automates the interactions within an online community, has raised a $2.7 million round led by Bread and Butter Ventures, with participation from new investors High Alpha Capital, LAUNCHub Ventures and Company Ventures. Existing investors Founders Fund, which led Orbiit’s $1 million pre-seed round, Acceleprise and other angels also participated. The capital will be used to build out the Orbiit product and engineering team.
Orbiit says its platform handles the communications, matching, scheduling, feedback collection and analytics for people connecting with each other in an online community. The idea is that the communities therefore learn and network better, engage more and share more knowledge.
CEO and co-founder Bilyana Freye said: “Tailored 1:1 connections allow members to discuss difficult topics, be vulnerable and share learnings with one another. Those 1:1 connections are the hardest to execute, but when you start investing in them, with the help of Orbiit, you see engagement feeding into all other initiatives and a vibrant, active community that truly delivers on the promise to its members.”
Bread and Butter Ventures Managing Partner Mary Grove added: “This age-old question of how to leverage technology at scale to drive meaningful connections across communities both internal to an organization and across the globe is a problem we’ve been actively seeking a solution to for a decade. Orbiit brings the perfect blend of tech-enabled software with human curation to create strong connections and provide insights back to community managers.”
The platform is being used by startup communities at True Ventures, GGV and Lerer Hippeau; private networking groups such as Dreamers & Doers; and customer communities, like the CFO community run by fintech leader Spendesk.
Founders Fund Principal Delian Asparouhov said: “We see Orbiit as a key platform for peer learning within companies and communities, unlocking untapped knowledge through curated matchmaking.”
LAUNCHub Ventures participated in the round, following the recent first close of its new $70 million fund.
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Investors’ SPAC push could revamp the private market money game
Since last year, we’ve been tracking the growing list of capitalists who got into the SPAC game. You can read an interview we conducted with Amish Jani, the co-founder of FirstMark Capital, about his SPAC here. And if you need a refresher on all things SPAC, we have that for you as well.
This morning, I want to better understand the trend by parsing a few new venture capitalist SPACs. We’ll examine Lerer Hippeau Acquisition Corp. and Khosla Ventures Acquisition Co. I, II and III. The SPACs are, somewhat obviously, associated with New York-based Lerer Hippeau and Menlo Park’s Khosla Ventures. And all four dropped formal S-1 filings last week.
The Exchange explores startups, markets and money. Read it every morning on Extra Crunch, or get The Exchange newsletter every Saturday.
Today’s topic may sound dry, but it really does matter. As we’ve reported, Lux Capital is in on the SPAC wager, along with Ribbit and, of course, SoftBank. Adding our latest names to the mix and you have to wonder if every VC worth a damn in the future will have their own raft of SPAC offerings.
In that way, as some late-stage venture capital funds invest earlier — and now later — full-service VC outfits will offer first check to final liquidity, will such a full-stack venture outfit be able to win more deals than a group offering a limited set of financing options? If so, the recent venture capital SPAC wave could become more of a rising tide in time, to torture a metaphor.
Regardless, let’s quickly parse what Khosla and Lerer Hippeau are telling public investors about why they will be great SPACers before working our way backward to what the resulting pitch must be to startups themselves.
Full-stack capital
The Lerer Hippeau SPAC is the most interesting of the two firms’ combined four offerings, so we’ll start there. That isn’t to diss Khosla, but the Lerer Hippeau blank check has some explicit wording I want to highlight.
From the Lerer Hippeau Acquisition Corp. S-1 filing, read the following (bolding: TechCrunch):
As our seed portfolio matured over the last decade, we added a growth strategy to our platform through our select funds. This capital enables us to continue providing financial support to our top performing early-stage companies as they scale, and to selectively make new investments in later-stage companies in the Lerer Hippeau network. With our portfolio now maturing to the stage at which many are considering the public markets, we view SPACs as a natural next step in the evolution of our platform.
After writing that it has had four portfolio companies “publicly announced business combination agreements with SPACs” and noting that it expects more of the same, Lerer Hippeau added that it considers its “expansion into the SPAC market as a highly complementary element of our strategy to support founders throughout their entrepreneurial journeys.”
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Shotcall picks up $2.2 million to let fans game with their favorite streamers
The pandemic has resulted in a growth spurt for gaming, an industry that was already growing on the backs of esports and Twitch streaming. So it makes sense that startups big and small are flocking to the industry to find their own place in the ecosystem.
One such company is Shotcall, founded by Thomas Gentle, Gordon Li and Riley Auten, which aims to increase engagement for streamers by giving their fans what they really want: a chance to play alongside their favorite content creator.
The company today announced the close of a $2.2 million seed round led by Initial Capital, New Stack and Lerer Hippeau .
As it stands now, viewers who tune in to a Twitch stream only have so many ways of interacting with their favorite streamer, whether it’s gifting subscriptions to the channel or cheering with bits, Twitch’s virtual currency. Streamers with a smaller audience are often pretty engaged with their chat, but as they grow their audiences, it’s harder for viewers to stand out in the crowd.
And even if you do manage to stand out and get a shout-out, that’s all it is. The streamer says thanks and reads your message and that’s that. Some streamers host games with their subscribers, but organizing them can be tedious at best, and monetizing them is nearly impossible.
With Shotcall, streamers can engage with their fans in a way that not only gives that fan a chance to really connect with them, but that also creates more high-quality, shareable content.
The platform allows streamers to set up a tournament, coaching session, Q&A, charity event or whatever type of event they’d like, and fans can pay to get in on the action. Shotcall organizes these community events, giving the streamer control over the length of each gaming session, how much they’d like to charge to participate and the rules of engagement (whether fans can use mics, curse on stream, etc.).
“Fans are at the center of the entire global value chain in the gaming world,” said Gentle. “They dictate what games are bought and which content creators rise and fall out of favor. They pay the bills for everything. And yet their interactions are weak. And if you take a look at the data, they have a high desire and a high willingness to pay more if you were to give them what they truly want. And that is engagement.”
The revenue split between hosts and Shotcall depends on the type of event, whether that streamer is a partner, etc., but the most Shotcall will ever take is 25%.
The company is in the process of integrating directly with Twitch and Discord (with bots) to make the process even more seamless.
Thus far, Shotcall has amassed around 350 active hosts and more than 4,500 fans have been active on the platform in the past two months.
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Greycroft, Lerer Hippeau and Audible back audio measurement startup Veritonic
Veritonic is announcing that it has raised $3.2 million in Series A funding led by Greycroft, with participation from Lerer Hippeau and Amazon-owned audiobook service Audible.
CEO Scott Simonelli, who founded the New York startup with COO Andrew Eisner and CTO Kevin Marshall, told me that his goal is to create a new category of “audio intelligence” — namely, measuring and predicting the effectiveness of any piece of audio content or advertising.
The company is focused on marketing initially, with its first product, Creative Measurement, analyzing any audio ad and showing marketers how it scores compared to similar content, as well as identifying which parts of the audio are most effective. And Veritonic is launching a new product, Competitive Intelligence, which helps businesses see how and where their competitors are spending on advertising and provides alerts when those competitors launch a new ad.
Simonelli said that until now, audio measurement has been limited to things like creating audience panels with a few hundred people, which simply doesn’t scale, given the enormous growth in the audio market.
Veritonic, on the other hand, has analyzed thousands of audio files, correlating the content with data about how people responded and using that analysis to predict how people will respond to new audio. Simonelli said the company can add more “fuel” by going out and gathering more human response data, but even without additional data, it can provide an instant prediction on an ad or campaign’s effectiveness.
Image Credits: Veritonic
Simonelli also noted that Veritonic has spent the past five years developing technology that’s specifically attuned to the challenges of measuring audio effectiveness — like the fact that audio is experienced over time and, even more than other media, needs to be memorable.
“We can look at a sonic profile and predict and evaluate how somebody is going to respond,” he said.
The ultimate goal, he added, is to create the “benchmark for audio advertising,” which means working with a variety of players in the industry. For example, he said that when you look at other audio investments in Greycroft’s portfolio (such as podcast network Wondery or podcast analytics company Podsights): “Veritonic makes every one of those audio investments more valuable.”
Veritonic’s made pretty good progress on that goal already, with partners including Pandora, SiriusXM and NPR, and brand clients like Pepsi, Visa and Subway. It was previously backed by Newark Venture Partners (whose founder Don Katz previously founded Audible).
“We are excited to be a part of Veritonic’s continued growth and success,” said Greycroft’s Alan Patricof in a statement. “I’m personally very passionate about the future of voice, and the team at Veritonic deeply understands how to use audio to drive recall, stickiness and brand awareness — which is hugely important in a highly-competitive consumer brand landscape.”
Simonelli added that Veritonic will use the new funding to expand its data science and sales teams. Eventually, he hopes to start analyzing non-advertising content as well — for example, since Audible is an investor, he said, “Analyzing every audiobook on the planet is something we’re ready for and excited to do.”
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Extra Crunch Live: Join Eric Hippeau for a live Q&A on August 13 at 11am PT/2pm ET
The media landscape is changing rapidly. Even before COVID, media companies were looking at new revenue models beyond your standard banner ad, all the while trying to navigate the oft-changing world of social media and search, where a minor algorithm change can boost or tank traffic.
Anytime an industry is in the midst of a transformation is a great time for startups to capitalize. That’s why we’re amped to have Lerer Hippeau’s managing partner Eric Hippeau join us for an episode of Extra Crunch Live.
The episode will air at 2 p.m. ET/11 a.m. PT on August 13. Folks in the audience can ask their own questions, but you must be an Extra Crunch member to access the chat. If you still haven’t signed up, now’s your chance!
Eric Hippeau served as CEO for the Huffington Post before co-founding Lerer Hippeau. He also served as chairman and CEO at Ziff-Davis, a former top publisher of computer magazines. He sits on the boards of BuzzFeed and Marriott International.
Lerer Hippeau portfolio companies include Axios, BuzzFeed, Genius, Chartbeat and Giphy. And while the firm has experience in media, that doesn’t mean the portfolio is squarely focused on it. Other portfolio companies include Casper, WayUp, Warby Parker, Mirror, HungryRoot, Glossier, Everlane, Brit + Co. and AllBirds, to name just a few.
As an early-stage investor, Hippeau knows what it takes for companies to get the attention of VCs and take the deal across the finish line. We’ll chat with Hippeau about some of the dos and don’ts of fundraising, his expectation for the next-generation of startups born in this pandemic world and which sectors he’s most excited to invest in.
As previously mentioned, Extra Crunch members are encouraged to bring their own questions to this discussion. Come prepared!
Hippeau joins an all-star cast of guests on Extra Crunch Live, including Mark Cuban, Roelof Botha, Kirsten Green, Aileen Lee and Charles Hudson. You can check out the full slate of episodes here.
You can find the full details of the conversation below.
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Lerer Hippeau’s Ben Lerer shares his priorities for scouring seed deals
Enterprise software startups are changing how they infiltrate companies, and investors are taking note.
Last week, I chatted with Lerer Hippeau‘s Ben Lerer after his firm had just led a seed round in Air, a digital asset management platform. I used the opportunity to pick his brain about what he’s searching for in early-stage investments and which trends he believes are shaking up enterprise software.
Below is a chunk of our conversation, which has been edited for length and clarity.
TechCrunch: What kinds of things are you looking at recently? Anything notable?
Ben Lerer: The market is always shifting, but 40,000 feet up, nothing has changed in that we’re always just focused on investing in people. But, beyond people, there’s certainly been various areas of opportunity that over the years we have had different kinds of focus on. One that I’ve been most focused on traditionally has been a category that would’ve been called direct-to-consumer brands. Now you would probably just call it “future of consumer” or “future of retail.” Now, I think direct-to-consumer is not the entire pie but just a piece of the pie. So generally my focus is doing consumer deals and then sometimes I focus on deals that are not necessarily consumer, but they’re SaaS businesses, often SaaS businesses that my consumer companies are current or potential customers of.
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Lerer Hippeau leads $6M investment in Pinterest-like digital asset manager Air
When it comes to the so-called “consumerization of the enterprise,” a workplace tool that looks an awful lot like Pinterest seems like it would be the trend’s final form. Brooklyn-based Air is building a digital asset manager for communications teams that aren’t satisfied with more general cloud storage options and want something that can show off visual files with a bit more pizzazz.
The startup tells TechCrunch that they have closed $6 million in funding led by Lerer Hippeau . RedSea Ventures, Advancit Capital and WndrCo also participated.
General-purpose cloud storage options from Google or Dropbox don’t always handle digital assets well — especially when it comes to previewing items, and Air’s more focused digital asset management competitors often require dedicated managers inside the org, the company says. Air has a pretty straightforward interface that looks more like a desktop site from Facebook or Pinterest, with a focus on thumbnails and video previews that’s simple and sleek.
Air is trying to capitalize on the trend toward greater à la carte software spend for teams looking to phase in products with very specific toolsets. The team is generally charging $10 per user per month, with 100GB of storage included.
“Adobe is an amazing suite of products, but with the idea that companies are mandating the tools that their employees use versus letting their employees choose — it makes a lot of sense that teams are going to ultimately end up having more autonomy and creating better work when they’re using tools that they care about,” Lerer Hippeau managing partner Ben Lerer tells TechCrunch.
Air lets customers migrate files from Dropbox or Google Drive to its AWS-hosted storage platform, which displays files like photos, videos, PDFs, fonts and other visual assets as Pinterest-esque boards. The app is a way to view and store files, but Air’s platform play focuses pretty heavily on giving co-workers the ability to comment and tag assets. Collaborating around files is a pretty easy sell; a couple of users discussing which photo they like best for a particular marketing campaign doesn’t require too much imagination.
The team has been focusing largely on attracting users in roles like brand marketing managers, content coordinators and social media managers as a way of infiltrating and scaling vertically inside marketing departments.
“What Airtable did to spreadsheets and what Notion did to docs, we’re doing for visual work,” CEO Shane Hegde told TechCrunch in an interview. “As we think about how we differentiate, it’s really that we’re a workspace collaboration tool, we’re not just cloud storage or digital asset management…”
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Casper files to go public, shows you can lose money selling mattresses
E-commerce phenom and D2C bright light Casper has filed to go public.
The New York-based company that raised nearly $340 million while private, according to Crunchbase data, expects to trade on the New York Stock Exchange under the ticker symbol “CSPR.” Its S-1 filing includes a $100 million placeholder figure for its possible capital raise.
The company will need the money, as it loses money and burns cash. Let’s explore just how a mattress company does that.
Growth, loss
In the full years of 2017 and 2018, Casper recorded revenue of $250.9 million (net of $45.7 million in “refunds, returns, and discounts”) and $357.9 million (net of $80.7 million in “refunds, returns, and discounts”). That worked out to growth of 42.6% in the year.
Over the same two periods, Casper lost $73.4 million and $92.1 million on a net basis, respectively.
In the first three quarters of 2019 versus 2018, Casper put up $312.3 million in top line (net of $80.1 million in “refunds, returns, and discounts”), up just over 20% from its year-ago three-quarter tally of $259.7 million in revenue (net of $57.7 million in “refunds, returns, and discounts”).
The company’s net loss during the three-quarter period rose from $64.2 million in 2018 to $67.4 million in 2019. The company’s net losses are generally rising (though slowly so far in 2019), while its growth decelerates.
In contrast, and to the company’s favor, its operating cash burn is slowing. From $84.0 million in 2017 to $72.3 million in calendar 2018, Casper slowed its operating cash consumption further in 2019, to just $29.7 million in the first three quarters of the year, compared to $44.9 million over the same period of the preceding year.
But the company’s slowing growth and stiff losses using regular accounting methods (GAAP) could strain its valuation. Casper was valued at $1.1 billion in its most recent funding round.
While the company’s gross margins aren’t bad for a non-software company (49.6% in the first nine months of 2019), the firm spent over 73% of its gross profit last year on sales and marketing costs. That figure indicates that Casper spent heavily to generate growth, growth that came in at about 20% so far in 2019, as reported.
That fact implies that growth will remain constrained, as the firm can’t afford to spend too much more on the line item. Which begs the question: What’s the value of a firm that is showing slowing growth, non-recurring revenue and sticky GAAP losses?
The company’s adjusted losses aren’t much better. Looking at its adjusted EBITDA, a profit metric so distorted to flatter that it’s nigh a funhouse mirror, Casper only marginally improved on its 2018 tally looking at the first three quarters of that year (-$57.5 million) in 2019 (-$53.8 million).
Investors
Casper has raised from IVP, Lerer Hippeau, Target and New Enterprise Associates. The firm raised seed capital back in 2014 along with a Series A. Lerer and NEA were most active back then, looking at its funding history.
The company raised $55 million more in 2015, and a far-larger $170 million in mid-2017. A $100 million round came in 2019 that set it up for its 2020 IPO.
This company’s IPO is a pricing question. And one that will impact a host of startups that both compete directly with Casper or operate in a different vertical with a similar business. Get hype.
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Clubhouse announces new collaboration tool and free version of its project management platform
Clubhouse — the software project management platform focused on team collaboration, workflow transparency and ease of integration — is taking another big step toward its goal of democratizing efficient software development.
Traditionally, legacy project management programs in software development can often appear like an engineer feeding frenzy around a clunky stack of to-dos. Engineers have limited clarity into the work being done by other members of their team or into project tasks that fall outside of their own silo.
Clubhouse has long been focused on easing the headaches of software development workflows by providing full visibility into the status of specific tasks, the work being done by all team members across a project, as well as higher-level project plans and goals. Clubhouse also offers easy integration with other development tools as well as its own API to better support the cross-functionality a new user may want.
Today, Clubhouse released a free version of its project management platform that offers teams of up to 10 people unlimited access to the product’s full suite of features, as well as unlimited app integrations.
The company also announced it will be launching an engineer-focused collaboration and documentation tool later this year, which will be fully integrated with the Clubhouse project management product. The new product, dubbed “Clubhouse Write,” is currently in beta (you can request early access here), but will allow development teams to collaborate, organize and comment on project documentation in real time, enabling further inter-team communication and a more open workflow.
The broader mission behind the Clubhouse Write tool and the core product’s free plan is to support more key functions in the development process for more people, ultimately making it easier for anyone to start dynamic and distributed software teams and ideate on projects.
“Clubhouse Write” beta version (image via Clubhouse)
In an interview with TechCrunch, Clubhouse also discussed how the offerings will provide key competitive positioning against larger incumbents in the software project management space. Clubhouse has long competed with Atlassian’s project management tool “Jira,” but now the company is doubling down by launching Clubhouse Write, which will compete head-on with Atlassian’s team collaboration product “Confluence.”
According to recent Atlassian investor presentations, Jira and Confluence make up the lion’s share of Atlassian’s business and revenues. And with Atlassian’s market capitalization of ~$30 billion, Clubhouse has its sights set on what it views as a significant market share opportunity.
According to Clubhouse, the company believes it’s in pole position to capture a serious chunk of Atlassian’s foothold, given it designed its two products to have tighter integration than the legacy platforms, and since Clubhouse is essentially providing free versions of what many are already paying for to date.
And while Atlassian is far from the only competitor in the cluttered project management space, few if any competing platforms are offering a full project tool kit for free, according to the company. Clubhouse is also encouraged by the strong support it has received from the engineering community to date. In a previous interview with TechCrunch’s Danny Crichton, the company told TechCrunch it had reached at least 700 enterprise customers using the platform before hiring any sales reps, and users of the platform already include Nubank, Dataiku and Atrium, amongst thousands of others.
Clubhouse has ambitious plans to further expand its footprint, having raised $16 million to date through its Series A, according to Crunchbase, with investments from a long list of Silicon Valley mainstays, including Battery Ventures, Resolute Ventures, Lerer Hippeau, RRE Ventures, BoxGroup and others.
A former CTO himself, Clubhouse co-founder and CEO Kurt Schrader is intimately familiar with the opacity in product development that frustrates engineers and complicates release schedules. Schrader and Clubhouse CMO Mitch Wainer believe Clubhouse can maintain its organic growth by staying hyperfocused on designing for product managers and creating simple workflows that keep engineers happy. According to Schrader, the company ultimately wants to be the “default [destination] for modern software teams to plan and build software.”
“Clubhouse is the best software project management app in the world,” he said. “We want all teams to have access to a world-class tool from day one whether it’s a 5 or 5,000 person team.”
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