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Performance marketing agency MuteSix bets on content and data to boost DTC e-commerce
Warby Parker filing to IPO last week was one more sign that direct-to-consumer (DTC) is an extremely powerful e-commerce trend. But LA-based performance marketing agency MuteSix didn’t wait that long to build its business around scaling DTC brands.
Created in 2014 and acquired by Dentsu in 2019, MuteSix was recommended to TechCrunch by Rhoda Ullmann, VP Consumer at Sense, a Boston-based startup building a home energy monitor. “They demonstrate best-in-class expertise with Facebook and Google paid ad platforms. They also have a very smart and efficient approach to creative development that was critical to helping us scale,” she wrote. (If you have growth marketing agencies or freelancers to recommend, please fill out our survey!)
Besides Sense, MuteSix’s former and current clients include companies such as Adidas, Petco, Ring and Theragun, to whom it provides a full range of marketing services, including top-notch direct response videos. But regardless of whether you can afford this, we think you’ll learn interesting lessons from our conversation with their CRO, Greg Gillman. The key takeaway? In today’s highly competitive ad environment, both content and data are kings.
Editor’s note: The interview below has been edited for length and clarity.
What can you tell us about MuteSix as an agency?
Image Credits: MuteSix
Greg Gillman: We’ve been around for about nine years. We started out as a Facebook ad agency — as opposed to a lot of agencies that start out by saying they do everything, we decided to focus on what we were really good at. At the time, it was doing Facebook media buying for e-commerce companies. Primarily here in LA, which is kind of the hub of these companies, but also all over. And then bit by bit, we grew the organization.
At this point, we’re a little over 400 people, and we manage upward of $500 million in spend on Facebook and Google, including Instagram and YouTube. What we’ve grown into is a one-stop shop for DTC e-commerce companies: We manage all the channels that a DTC brand needs. And we’re a performance agency; everything we do is based on results. People come to us to drive revenue into their e-commerce businesses.
Why do you think that performance marketing is the right fit for DTC?
DTC entrepreneurs are more focused on immediate impact, because if they’re not selling product, there’s no large brand propping them up. So I think that doing DTC marketing requires you to be more performance focused. For agencies that work with large brands, usually it’s more about impression buying versus performance buying. They can say: I did a reach campaign today to hit 10 million eyeballs, and whatever happens happens, because at the end of the day, you just told us to do 10 million impressions. It’s different than working with a group like us that’s trying to optimize every small piece of the funnel, and being accountable for the entire funnel to drive as much sales or revenue.
What type of clients do you work with?
The majority of the companies we work with are digitally native DTC companies. We’ve mostly stayed in that lane, because we’re really good at it. That being said, we work with companies of all sizes — startups, companies that are already established, and very large companies that need to rework both their creative and their media buying strategy.
I oversee sales, marketing and partnerships, and my role is really trying to figure out which brands make most sense to partner with MuteSix. We’re looking for high-growth brands that we can scale, and we’ve learned through the years that what works well are demonstrable products that have cool user value props.
We’ve worked with lots of startups at different points in the funnel, starting from the ground up and working with them through various rounds of funding, all the way through acquisitions, including two by unicorns. But these days, ground up is tougher. I like them to have some proof of concept — putting through $10,000-$15,000 per month on Facebook or $5,000-10,000 on Google usually shows me that there’s some life to it. But I don’t want to limit us if it’s a cool idea. I talk to a lot of people who come back once they’ve proven it out a little bit.
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What kind of clients are definitely not a good fit?
It won’t be a fit if there’s no real unique value prop for the product. If it’s just another run-of-the-mill company, a consultant can charge them a lower amount of money and set up Facebook ads, but what we are looking for are high-growth businesses.
The compensation for our campaign managers is actually tied to the performance of the campaigns, so if I bring a bunch of campaigns that we can’t scale, we’re gonna have a lot of unhappy media buyers who ask: “Greg, why would we take on this brand?” It’s a business model that has helped us attract top talent, but we need to make sure that we’re bringing brands that we think we can scale.
And it’s easier than ever to start a company, but it’s tougher now to scale it and take it past the $2 million-$3 million run rate. So I always revert back to asking founders: What are five reasons why people want to buy your product? What are the five reasons that they don’t? If the entrepreneur has trouble answering this, it’s not going to work. If they can’t tell somebody why their business is good, then we’re not going to be good at selling it.
How is MuteSix different from other agencies?
I’d say the main difference is that we have a 70-person in-house video creative team; and what we’re really good at doing is shooting and coming up with performance content. Not just content that looks and feels great, but video that is reverse-engineered to sell product.
Another key component is that we have a whole data science team that is also integrated with our media buying team, and that helps companies navigate things like attribution and signal loss due to the iOS 14 update. Right now, that means focusing on looking at the whole picture rather than by channel and working on mix-modeling attribution.
What are some of the things your data team focuses on?
One of the biggest things that brands struggle with is figuring out attribution, and how you continue to spend money even though you may have lost some signal into the platform. If Facebook skews too heavily, and Google is on last click, then sometimes it looks like things are never working. To help companies make informed business decisions, we are building statistical models that show information at higher-than-the-platform level.
We are also building better segments of customer profiles that help the clients understand who their core audience is, but also helps us build predictive audiences for finding new people.
Another big thing we’re trying to solve is incrementality. We work with large brands that have a strong organic following on social media; and their question is: “Hey, Greg, why should I spend more money if I would have acquired those users anyway?” So we’ve done incrementality testing with brands that spend a lot in other channels than Facebook and Google. We helped them build out different ways to look at the data so that we continue to spend in those channels and they actually know the incremental lift that they’re getting.
There’s one other piece that I think is super important and usually overlooked: first-party data. We work with brands to try and acquire as much of that first-party data as possible, segment it and use it, because that’s what they’d be left with if Facebook shut off tomorrow.
How do you prepare and adapt for changes in the marketing ecosystem?
Because we work with so many brands, we have a lot of senior leadership on each channel level. We routinely meet across departments and share insights. The data science team also builds pretty robust reporting. We try to stay ahead of our brands and to be forward-thinking about anything that is ultimately going to impact the agency. We’re constantly trying to hack our way through things like the types of content that work and things that we know will help us scale.
That’s how we have always approached it. Every major shift in our business was done to answer the needs of the brands that we were working with. For instance, there’s a data side to our business because it’s more important than ever to use that. Facebook used to be a platform where you could throw anything at the wall, and you would get a 4x or 5x return. No one’s asking about data when you’re literally printing money out of Facebook, right? It only happens when the margins get tight. But then Facebook became a more crowded platform, and the same happened with Google: more advertisers, higher CPM and a more competitive environment. We needed to be smarter about what we were doing, so we built out our data team.
Now there’s two levers that we can pull: the data side and the creative side of the business. Again, we are a performance marketing agency, focusing on all the levers. Because platforms like Facebook are only going to be more competitive, they’re only going to get more expensive, and we are only going to lose more traffic. So the more agile agencies have to think much farther outside of what we are doing on these platforms; because we’re going to make up the incremental revenue on things like SMS, influencer marketing and organic content, to continue to drive money into the top of the funnel.
Why is your content arm so important as a lever?
We have an integrated solution where our media buyers are paired directly with our video editors and producers to allow us to be agile and quick; because as everyone knows, content is king. What we try to do is optimize around things like what we call the thumbs-up rate on Facebook — three-second video views. If I held someone for that long in their newsfeed, I can potentially get them into our flow. We do the same on YouTube, and we do things like this on programmatic, because the name of the game is to get people into the funnel and work them through it. And we’re using both our data science team and our creative team to build out and optimize on the front end around these quick metrics to get things moving.
In my opinion, there’s no close second to an SMB agency that has a content arm like we do. Leveraging our content team to build performance content is one of the biggest levers that we have. Three and a half years ago, Facebook was telling us: “If you don’t build video content, and if you don’t prioritize video in the newsfeed, it’s not going to work.” At the time, we leaned in very hard — and the pain of growing a creative team of 70 people is real, especially in LA. But it’s allowed us to scale our agency.
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Link-in-bio monetization platform Snipfeed raises a $5.5M seed round
The link-in-bio business is heating up as more mobile website builders compete for a coveted slice of real estate on a creator’s TikTok, Instagram or Twitter. Linktree leads the space, securing a recent $45 million Series B raise to build out e-commerce features, but Beacons boasts competitive creator monetization tools with just a $6 million seed round in May. Now, Snipfeed enters the ring with its own $5.5 million seed round, including investments from CRV, Abstract Ventures, Crossbeam (Ali Hamed), id8, Michael Ovitz (founder of CAA), Michael Bosstick, Diaspora Ventures and others.
Linktree has been around since 2016 and has more funding than its up-and-coming competitors. But for creators seeking to monetize their following, these newer platforms may be more attractive to some creators, since they already have built-in tools to help them monetize their followings. Linktree currently supports tipping on the platform for users subscribed to its $6 Linktree Pro platform, but Snipfeed offers a wider range of monetization options; some creators are making more than $20,000 per month on the platform, according to CEO and co-founder Rédouane Ramdani.
Snipfeed started as a content discovery platform with 44,000 weekly active users — but when Snipfeed added a creator monetization tool to its platform, it became its most popular feature. So, in February 2020, with little to no funding left, the company completely pivoted to its current link-in-bio business. Since then, Snipfeed has amassed 50,000 registered users, with the user base growing 500% in the last six months (Linktree, for comparison, has more than 12 million users).
Based in Paris and Los Angeles, Snipfeed’s 15-person staff is particularly interested in the “long tail” of creators, which it says encompasses more than 46 million people.
“Content creator doesn’t necessarily mean you’re going to be the next Addison Rae or a TikTok star,” explained Ramdani. “It means that you might be a doctor or lawyer, and on top of that, you’re going to have a TikTok where you explain how to file your taxes and that kind of stuff. They have this expertise, and they’re wondering, ‘How can I turn that into a side-hustle?’ ”
Image Credits: Snipfeed
In addition to a standard tipping tool, Snipfeed allows users to sell digital goods, like on-demand video, e-books, access to livestreams and one-on-one consultations. But Snipfeed’s biggest differentiator is its Cameo-like system for selling personalized content. For example, TikToker maylikethemonthh uses Snipfeed to sell asynchronous, video-recorded tarot readings. While asking a single, personalized astrology question costs $5, a more in-depth reading can cost up to $20 or $40.
Snipfeed is free to set up, but if you make sales, the company takes 15% — this percentage is inclusive of any transaction fees. Through Snipfeed’s referral program, creators can make 5% of sales from anyone they onboard to the platform (this comes out of Snipfeed’s commission).
“We decided to go with this model because we really want to have a relationship where we help the creators really make money. We only make money if they make money,” Ramdani said.
If a creator or celebrity were to sell personalized videos on Cameo, they’d lose 25% to the platform. Meanwhile, Beacons takes 9% of sales from its free version, and 5% from its $10 per month version, which offers more customization, integrations and analytics.
Image Credits: Snipfeed
Still, depending on the type of creator, the features that each link-in-bio startup offers might matter more than the cost. Beacons allows users to share a shopping-enabled TikTok feed, which could be a huge money-maker for creators that often share product recommendations with affiliate links, which give them a commission from sales. Ramdani said that astrologers have been particularly successful on Snipfeed, since fans can book a variety of asynchronous services at a wide range of prices. But these features could benefit any creator who can profit from answering followers’ specific questions — a chef could offer recipe ideas based on what’s in a fan’s fridge, or a life coach could make a personalized video if a follower requests advice.
With its $5.5 million in seed funding, Snipfeed plans to build out its e-commerce tools so that creators can sell physical products on their link-in-bio (Beacons and Linktree are also working on this with their recent funding rounds — but Beacons’ and Snipfeed’s seed rounds are small compared to Linktree’s Series B). The company also wants to develop educational content to show its users how to best monetize their platform — if Snipfeed can help its creators make money, then it’ll make more money too.
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Abodu raises $20M to build prefabricated backyard homes
The need for more affordable housing has never been more urgent as a shortage in the U.S. housing market persists.
Startups attempting to help address the shortage in a variety of ways abound. One such startup, Abodu, has raised $20 million in a Series A funding round led by Norwest Venture Partners. Previous backer Initialized Capital also participated in the financing, along with Redfin CEO Glenn Kelman, former Stockton, California Mayor Michael Tubbs, GGV investor Hans Tung and Paradox Capital’s Kyle Tibbitts.
The California legislature changed laws in 2017 to make it easier to build Accessory Dwelling Units (ADUs). Then on January 1, 2020, the state of California made it dramatically easier to add extra housing units to single-family home sites. Cities and local agencies have to quickly approve or deny ADU projects within 60 days of receiving a permit application. The state also now prevents cities from imposing minimum lot size requirements, maximum ADU dimensions or off-street parking requirements.
Redwood City, California-based Abodu, which builds prefabricated ADUs, was founded in 2018 to serve as a “one-stop shop” for building an ADU, or as some describe it, a home in a backyard.
Image Credits: Co-founders John Geary and Eric McInerney / Abodu
What sets the company apart from others in the space, its execs claim, is that it not only builds and installs the units, it helps homeowners with the painful process of getting permits. Abodu says it pre-approves its structural engineering with California state-level agencies to ensure its units can be built statewide and works with local agencies to pre-approve its foundation systems to ensure projects can proceed on predictable timelines.
It also claims to offer a cheaper and faster process than if one were to build an ADU from start to finish. Specifically, the startup claims that one of its backyard homes can be installed in just 10% of the time it would take for a traditional ADU to be built.
Abodu has been active in the market, selling and building its ADUs since the fall of 2019. Since then, it has put “dozens and dozens” of units in the ground, and has multiple dozen units in production on top of that, according to CEO and co-founder John Geary. So far, it’s operating in the Bay Area, Los Angeles and Seattle. The company claims it can deliver an ADU in as little as 30 days in San Jose and Los Angeles thanks to the cities’ pre-approval process. In other cities in California and Washington, turnaround is “as little as 12 weeks.” But a standard bespoke project takes 4-5 months from start to finish, according to Geary.
The startup’s three products include a 340-square foot studio; a 500-square foot one bedroom, one bath, and a 610-square foot two bedroom unit. All have kitchens and living space.
Pricing starts at $190,000, but the average project cost across all sizes is around $230,000, Geary said, inclusive of permits and site work.
There are a variety of use cases for ADUs, the most popular of which is to house family and for rental income.
“During the pandemic, multigenerational living has been at an all-time high. There are acute family needs that people are trying to solve for,” Geary said. “In addition, folks are earning extra money by renting them out to members of the community such as teachers or fireman, a single person or younger couple.”
Next, Abodu is eyeing the San Diego market.
Earlier this week, we covered the recent raise of Mighty Buildings, another Bay Area-based startup building ADUs and other housing. The biggest difference between the two companies, according to Geary, is that Mighty Buildings is focused on innovation in construction with its 3D-printed method.
“We decided early on that we didn’t want to reinvent the wheel from the construction standpoint,” Geary said. “Instead, we looked at ‘how can we solve for speed and ease?’ ”
Abodu operates with an asset-light model, and doesn’t own any factories. Instead, it has built a network of factory “partners” across the Western U.S. that builds its units depending on how their capacities look at any given time.
Naturally, the company’s investors are bullish on the company’s business model.
Jeff Crowe, managing partner of Norwest Venture Partners, believes that Abodu’s “beautifully crafted units” are just one of the company’s selling points.
“John, Eric, and their team manage the end-to-end process of permitting, building, and installing on behalf of their customers,” he told TechCrunch. “And with the expedited permitting that Abodu has been granted in over two dozen cities, it has faster time-to-installation than other ADU market participants. The result has been very high levels of customer satisfaction and rapid growth.”
Former Stockton Mayor Tubbs said Abodu is tackling two of California’s most consequential issues: the statewide housing shortage and its impacts on racial and economic segregation in our neighborhoods.
“By making it fast and accessible for normal homeowners to build high-quality backyard housing units, Abodu’s success will mean integrating options for both renters and homeowners in the same neighborhoods, while supporting small landlords and property owners in building equity in their homes,” he wrote via email.
Tubbs went on to describe the speed that Abodu can deliver housing units to customers in certain parts of California “astounding.”
“Abodu’s team has done some of the most difficult legwork for property owners by building local contractor relationships with reliable, vetted, high-quality partners,” he said. “As a homeowner myself, I know the challenges of permitting and finding contractors during construction. It’s this thoughtful attention to detail and customer trust that sets Abodu apart from other similar offerings.”
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Flymachine raises $21 million to build a virtual concerts platform for a post-pandemic world
As concerts and live events return to the physical world stateside, many in the tech industry have wondered whether some of the pandemic-era opportunities around virtualizing these events are lost for the time being.
San Francisco-based Flymachine is aiming to seek out the holy grail of the digital music industry, finding a way to capture some of the magic of live concerts and performances in a livestreamed setting. The startup hopes that pandemic-era consumer habits around video chat socialization combined with an industry in need of digital diversification can push their flavor of virtual concerts into the lives of music fans.
The startup’s ambitions aren’t cheap, Flymachine tells TechCrunch it has raised $21 million in investor funding to bankroll its plans. The funding has been led by Greycroft Partners and SignalFire, with additional participation from Primary Venture Partners, Contour Venture Partners, Red Sea Ventures and Silicon Valley Bank.
The virtual concert industry didn’t have as big of a lockdown moment as some hoped for. Spotify experimented with virtual events. Meanwhile, startups like Wave raised huge bouts of VC funding to turn real performers into digital avatars in a bid to create more digital-native concerts. And while some smaller artists embraced shows over Zoom or worked with startups like Oda, which created live concert subscriptions, there were few mainstream hits among bigger acts.
To make Flymachine’s brand of virtual concerts a thing, the startup isn’t trying to convert potential in-person attendees of a show into virtual participants, instead hoping to create an attractive experience for the folks who would normally have to skip the show. Whether those virtual attendees were too far from a venue, couldn’t get a babysitter for the night or just aren’t jazzed about a mosh pit scene anymore, Flymachine is hoping there are enough potential attendees on the bubble to sustain the startup as they try to blur the lines between “a night in and a night out,” CEO Andrew Dreskin says.
The startup’s strategy centers on building up partnerships with name brand concert venues around the U.S. — Bowery Ballroom in New York City, Bimbo’s 365 Club in San Francisco, The Crocodile in Seattle, Marathon Music Works in Nashville and Teragram Ballroom in Los Angeles, among them — and livestreaming some of the shows at those venues to at-home audiences. Flymachine’s team has deep roots in the music industry; Dreskin founded Ticketfly (acquired by Pandora) while co-founder Rick Farman is also the co-founder of Superfly, which puts on the Bonnaroo and Outside Lands music festivals.
Image Credits: Flymachine
In terms of actual experience — and I had the chance to experience one of the shows (pictured above) before writing this — Flymachine has done their best to recreate the experience of shouting over the tunes to talk with your buddies nearby. In Flymachine’s world this is attending the show in a “private room” with your other friends livestreaming in video chat bubbles from their homes. It’s well done and doesn’t distract too much from the actual concert, but you can adjust the sound levels of your friends and the music when the time calls for it.
Flymachine’s platform launch earlier this year, arriving as many Americans have been vaccinated and many concert-goers are preparing to return to normal, might have been considered a bit late to the moment, but the founding team sees a long-term opportunity that COVID only further highlighted.
“We weren’t in a mad dash to get the product out the door while people were sequestered in their homes because we knew this would be part of the fabric of society going forward,” Dreskin tells TechCrunch.
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Mythical Games raises $75M to build an NFT game engine
Even as NFT sales dip below their most speculative highs, startups aiming to tap into their potential are still scoring big funding rounds from investors who believe there’s much more to crypto collectibles than the past few months of hype.
Mythical Games, an NFT games startup based out of Los Angeles, has banked a $75 million raise from new and existing investors betting on the startup’s aim to expand the ambitions of their first title and locate a substantial platform opportunity amid helping developers build blockchain-based gaming experiences.
The round was led by WestCap. Existing investors were joined by 01 Advisors and Gary Vaynerchuk’s VaynerFund in the Series B funding. The startup has raised a whopping $120 million to date.
The company has been building a title called Blankos Block Party that seems to be Fall Guys meets Roblox meets Funko Pop. The PC game capitalizes on a number of big social gaming trends around user-created content, while adding in a marketplace where users can buy avatar figures and accessories crafted by a variety of artists and designers that Mythical has partnered with. Users can buy or sell the limited run or open edition items through their marketplace. Unlike some other NFT platforms, the goods live on a private blockchain so they can’t be re-sold on public marketplace platforms like OpenSea.
Mythical Games is part of a growing movement to bring blockchain-based game mechanics mainstream while leaving behind elements of crypto platforms that are seen as less ready for primetime. Users can purchase avatars on the platform with cryptocurrency through BitPay but they can also pay with a credit card. Users don’t need to walk through the mechanics of setting up a wallet or writing down a seed phrase either.
While the company has big hopes for Blankos as it onboards more users, the bigger investor opportunity is likely in the game engine that the team is building. The startup’s “Mythical Economic Engine” is being designed to help budding game builders create NFT-based marketplaces that won’t get them in any regulatory trouble, marrying compliance across geographies and tools that help creators comply with anti-money laundering laws and know-your-customer frameworks.
“With any new market like [NFTs], it goes through all these different cycles,” Mythical Games CEO John Linden tells TechCrunch. “We think this will actually change gaming for the long haul. The more we talk to game studios, we’re finding more and more potential use cases.”
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Saltbox raises $10.6M to help booming e-commerce stores store their goods
E-commerce is booming, but among the biggest challenges for entrepreneurs of online businesses are finding a place to store the items they are selling and dealing with the logistics of operating.
Tyler Scriven, Maxwell Bonnie and Paul D’Arrigo co-founded Saltbox in an effort to solve that problem.
The trio came up with a unique “co-warehousing” model that provides space for small businesses and e-commerce merchants to operate as well as store and ship goods, all under one roof. Beyond the physical offering, Saltbox offers integrated logistics services as well as amenities such as the rental of equipment and packing stations and access to items such as forklifts. There are no leases and tenants have the flexibility to scale up or down based on their needs.
“We’re in that sweet spot between co-working and raw warehouse space,” said CEO Scriven, a former Palantir executive and Techstars managing director.
Saltbox opened its first facility — a 27,000-square-foot location — in its home base of Atlanta in late 2019, filling it within two months. It recently opened its second facility, a 66,000-square-foot location, in the Dallas-Fort Worth area that is currently about 40% occupied. The company plans to end 2021 with eight locations, in particular eyeing the Denver, Seattle and Los Angeles markets. Saltbox has locations slated to come online as large as 110,000 square feet, according to Scriven.
The startup was founded on the premise that the need for “co-warehousing and SMB-centric logistics enablement solutions” has become a major problem for many new businesses that rely on online retail platforms to sell their goods, noted Scriven. Many of those companies are limited to self-storage and mini-warehouse facilities for storing their inventory, which can be expensive and inconvenient.
Scriven personally met with challenges when starting his own e-commerce business, True Glory Brands, a retailer of multicultural hair and beauty products.
“We became aware of the lack of physical workspace for SMBs engaged in commerce,” Scriven told TechCrunch. “If you are in the market looking for 10,000 square feet of industrial warehouse space, you are effectively pushed to the fringes of the real estate ecosystem and then the entrepreneurial ecosystem at large. This is costing companies in significant but untold ways.”
Now, Saltbox has completed a $10.6 million Series A round of financing led by Palo Alto-based Playground Global that included participation from XYZ Venture Capital and proptech-focused Wilshire Lane Partners in addition to existing backers Village Global and MetaProp. The company plans to use its new capital primarily to expand into new markets.
The company’s customers are typically SMB e-commerce merchants “generating anywhere from $50,000 to $10 million a year in revenue,” according to Scriven.
He emphasizes that the company’s value prop is “quite different” from a traditional flex office/co-working space.
“Our members are reliant upon us to support critical workflows,” Scriven said.
Besides e-commerce occupants, many service-based businesses are users of Saltbox’s offering, he said, such as those providing janitorial services or that need space for physical equipment. The company offers all-inclusive pricing models that include access to loading docks and a photography studio, for example, in addition to utilities and Wi-Fi.
Image Credits: Saltbox
Image Credits: Saltbox
The company secures its properties with a mix of buying and leasing by partnering with institutional real estate investors.
“These partners are acquiring assets and in most cases, are funding the entirety of capital improvements by entering into management or revenue share agreements to operate those properties,” Scriven said. He said the model is intentionally different from that of “notable flex space operators.”
“We have obviously followed those stories very closely and done our best to learn from their experiences,” he added.
Investor Adam Demuyakor, co-founder and managing partner of Wilshire Lane Partners, said his firm was impressed with the company’s ability to “structure excellent real estate deals” to help them continue to expand nationally.
He also believes Saltbox is “extremely well-positioned to help power and enable the next generation of great direct to consumer brands.”
Playground Global General Partner Laurie Yoler said the startup provides a “purpose-built alternative” for small businesses that have been fulfilling orders out of garages and self-storage units.
Saltbox recently hired Zubin Canteenwalla to serve as its chief operating officer. He joined Saltbox from Industrious, an operator co-working spaces, where he was SVP of Real Estate. Prior to Industrious, he was EVP of Operations at Common, a flexible residential living brand, where he led the property management and community engagement teams.
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Google alum startup Cartken and REEF Technology launch Miami’s first delivery robots
Self-driving and robotics startup Cartken has partnered with REEF Technology, a startup that operates parking lots and neighborhood hubs, to bring self-driving delivery robots to the streets of downtown Miami.
With this announcement, Cartken officially comes out of stealth mode. The company, founded by ex-Google engineers and colleagues behind the unrequited Bookbot, was formed to develop market-ready tech in self-driving, AI-powered robotics and delivery operations in 2019, but the team has kept operations under wraps until now. This is Cartken’s first large deployment of self-driving robots on sidewalks.
After a few test months, the REEF-branded electric-powered robots are now delivering dinner orders from REEF’s network of delivery-only kitchens to people located within a 3/4-mile radius in downtown Miami. The robots, which are insulated and thus can preserve the heat of a plate of spaghetti or other hot food, are pre-stationed at designated logistics hubs and dispatched with orders for delivery as the food is prepared.
“We want to show how future-forward Miami can be,” Matt Lindenberger, REEF’s chief technology officer, told TechCrunch. “This is a great chance to show off the capabilities of the tech. The combination of us having a big presence in Miami, the fact that there are a lot of challenges around congestion as COVID subsides, still shows a really good environment where we can show how this tech can work.”
Lindenberg said Miami is a great place to start, but it’s just the beginning, with potential for the Cartken robots to be used for REEF’s other last-mile delivery businesses. Currently, only two restaurant delivery robots are operating in Miami, but Lindenberger said the company is planning to expand further into the city and outward into Fort Lauderdale, as well as other large metros the company operates in, such as Dallas, Atlanta, Los Angeles and eventually New York.
Lindenberger is hoping the presence of robots in the streets can act as a “force multiplier,” allowing them to scale while maintaining quality of service in a cost-effective way.
“We’re seeing an explosion in deliveries right now in a post-pandemic world and we foresee that to continue, so these types of no-contact, zero-emission automation techniques are really critical,” he said.
Cartken’s robots are powered by a combination of machine learning and rules-based programming to react to every situation that could occur, even if that just means safely stopping and asking for help, Christian Bersch, CEO of Cartken, told TechCrunch. REEF would have supervisors on site to remotely control the robot if needed, a caveat that was included in the 2017 legislation that allowed for the operation of self-driving delivery robots in Florida.
“The technology at the end of the day is very similar to that of a self-driving car,” said Bersch. “The robot is seeing the environment, planning around obstacles like pedestrians or lampposts. If there’s an unknown situation, someone can help the robot out safely because it can stop on a dime. But it’s important to also have that level of autonomy on the robot because it can react in a split second, faster than anybody remotely could, if something happens like someone jumps in front of it.”
REEF marks specific operating areas on the map for the robots and Cartken tweaks the configuration for the city, accounting for specific situations a robot might need to deal with, so that when the robots are given a delivery address, they can make moves and operate like any other delivery driver. Only this driver has an LTE connection and is constantly updating its location so REEF can integrate it into its fleet management capabilities.
Image Credits: REEF/Cartken
Eventually, Lindenberger said, they’re hoping to be able to offer the option for customers to choose robot delivery on the major food delivery platforms REEF works with like Postmates, UberEats, DoorDash or GrubHub. Customers would receive a text when the robot arrives so they could go outside and meet it. However, the tech is not quite there yet.
Currently the robots only make it street-level, and then the food is passed off to a human who delivers it directly to the door, which is a service that most customers prefer. Navigating into an apartment complex and to a customer’s unit is difficult for a robot to manage just yet, and many customers aren’t quite ready to interact directly with a robot.
“It’s an interim step, but this was a path for us to move forward quickly with the technology without having any other boundaries,” said Lindenberger. “Like with any new tech, you want to take it in steps. So a super important step which we’ve now taken and works very well is the ability to dispatch robots within a certain radius and know that they’re going to arrive there. That in and of itself is a huge step and it allows us to learn what kind of challenges you have in terms of that very last step. Then we can begin to work with Cartken to solve that last piece. It’s a big step just being able to do this automation.”
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ChargerHelp raises $2.75M to keep EV chargers working
The coming wave of electric vehicles will require more than thousands of charging stations. In addition to being installed, they also need to work — and today, that isn’t happening.
If a station doesn’t send out an error or a driver doesn’t report it, network providers might never know there’s even a problem. Kameale C. Terry, who co-founded ChargerHelp!, an on-demand repair app for electric vehicle charging stations, has seen these issues firsthand.
One customer assumed that poor usage rates at a particular station was due to a lack of EVs in the area, Terry recalled in a recent interview. That wasn’t the problem.
“There was an abandoned vehicle parked there and the station was surrounded by mud,” said Terry who is CEO and co-founded the company with Evette Ellis.
Demand for ChargerHelp’s service has attracted customers and investors. The company said it has raised $2.75 million from investors Trucks VC, Kapor Capital, JFF, Energy Impact Partners and The Fund. This round values the startup, which was founded in January 2020, at $11 million post-money.
The funds will be used to build out its platform, hire beyond its 27-person workforce and expand its service area. ChargerHelp works directly with the charging manufacturers and network providers.
“Today when a station goes down there’s really no troubleshooting guidance,” said Terry, noting that it takes getting someone out into the field to run diagnostics on the station to understand the specific problem. After an onsite visit, a technician then typically shares data with the customer, and then steps are taken to order the correct and specific part — a practice that often doesn’t happen today.
While ChargerHelp is couched as an on-demand repair app, it is also acts as a preventative maintenance service for its customers.
Powering up
The idea for ChargerHelp came from Terry’s experience working at EV Connect, where she held a number of roles, including head of customer experience and director of programs. During her time there, she worked with 12 manufacturers, which gave her knowledge into inner workings and common problems with the chargers.
It was here that she spotted a gap in the EV charging market.
“When the stations went down we really couldn’t get anyone on site because most of the issues were communication issues, vandalism, firmware updates or swapping out a part — all things that were not electrical,” Terry said.
And yet, the general practice was to use electrical contractors to fix issues at the charging stations. Terry said it could take as long as 30 days to get an electrical contractor on site to repair these non-electrical problems.
Terry often took matters in her own hands if issues arose with stations located in Los Angeles, where she is based.
“If there was a part that needed to be swapped out, I would just go do it myself,” Terry said, adding she didn’t have a background in software or repairs. “I thought, if I can figure this stuff out, then anyone can.”
In January 2020, Terry quit her job and started ChargerHelp. The newly minted founder joined the Los Angeles Cleantech Incubator, where she developed a curriculum to teach people how to repair EV chargers. It was here that she met Ellis, a career coach at LACI who also worked at the Long Beach Job Corp Center. Ellis is now the chief workforce officer at ChargerHelp.
Since then, Terry and Ellis were accepted into Elemental Excelerator’s startup incubator, raised about $400,000 in grant money, launched a pilot program with Tellus Power focused on preventative maintenance and landed contracts with EV charging networks and manufacturers such as EV Connect, ABB and SparkCharge. Terry said they have also hired their core team of seven employees and trained their first tranche of technicians.
Hiring approach
Image Credits: ChargerHelp
ChargerHelp takes a workforce-development approach to finding employees. The company only hires in cohorts, or groups, of employees.
The company received more than 1,600 applications in its first recruitment round for electric vehicle service technicians, according to Terry. Of those, 20 were picked to go through training and 18 were ultimately hired to service contracts across six states, including California, Oregon, Washington, New York and Texas. Everyone picked to go through training is paid a stipend and earn two safety licenses.
The startup will begin its second recruitment round in April. All workers are full-time with a guaranteed wage of $30 an hour and are being given shares in the startup, Terry said. The company is working directly with workforce development centers in the areas where ChargerHelp needs technicians.
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Now approved in LA, Abodu’s backyard homes can now go from contract to completion in as little as 30 days
Abodu, one of a slew of startup companies pitching backyard homes and office spaces to Californians in an effort to help address the state’s housing shortage, has instituted a new “Quickship” program that can take an order from contract to construction and installation in about 30 days.
Behind the quick turnaround time is a pre-approval process that was first rolled out in Santa Fe and came to Los Angeles in recent weeks.
Abodu began installing homes through a pre-approval process back in 2019, when the city of San Jose created a program that allowed developers of alternative dwelling units to submit plans for pre-approval to cut the time for homeowners.
That approval process means that ADU developers like Abodu can be permitted in one hour. Other ADU developers pre-approved in San Jose, California include Acton ADU, the venture-backed Connect Homes, J. Kretschmer Architect, Mayberry Workshop, Open Remodel and prefabADU. In Los Angeles, La Mas, IT House, Design, Bitches, Connect Homes, Welcome Projects and First Office have all had homes pre-approved for construction.
Beyond the cities where Adobu’s ADUs have received pre-approval, the company has built across California in cities ranging from, Palo Alto, Millbrae, Orange County, LA and Oakland. Units in the Bay Area cost roughly $189,000 as a starting price, compared to the $650,000 to $850,000 it takes to build units in a mid-rise apartment building, or $1 million per unit in a steel-reinforced highrise, according to the company.
“Our Quickship program is the fastest way to add housing,” said John Geary, CEO at Abodu. “Homeowners with immediate needs, be it family situations or those looking for investment income, can now complete an ADU project in as little as four weeks. A key mission for Abodu is to make a serious dent in our state’s housing deficit while providing people and municipalities the necessary blueprint to enact real change.”
For Initialized partner (and former TechCrunch writer) Kim-Mai Cutler, who serves on the Abodu board of directors, the achievement of a 30-day construction milestone is almost a dream come true. Cutler wrote the book (or the equivalent of a book) on the housing crisis and its impact on the Bay Area and California broadly.
That piece led Cutler to work in public service “on boards and commissions overseeing the spending of federal dollars on homelessness and the proceeds of municipal bonds directed at financing affordable housing (because yes, for some segments of residents, you do have to explicitly subsidize housing at the local level),” as she noted in a blog post about her investment in Abodu.
The interior of an Abodu home. Photo via Abodu.
Cutler backed the company because of her deep knowledge of the issues associated with housing.
“The reason this is a big deal is because Northern California has been the most expensive and unpredictable place to build new housing in the world. Projects typically take several years because of uncertainty with entitlements and materials,” Cutler wrote. “Over the past year, Abodu co-founders John Geary and Eric McInerney have put homes in the backyards of parents bringing kids home from college, a mother-and-son pair that each bought one for their homes in Millbrae, a couple looking to eventually house a grandmother in San Jose and on and on.”
The key inspiration that Abodu’s founders hit on was their concentration on granny flats, casitas and backyard dwellings. “While deliberations over mid-rise density were stalling in Sacramento, the state legislature (and legislatures up north in the Pacific Northwest) were passing bill after bill, including Phil Ting’s AB 68 and Bob Wieckowski’s SB 1069, to make it really easy to add backyard units,” Cutler wrote. “This is the kind of change that suburban America wants, is comfortable with and can politically pass and implement easily.”
To Cutler’s thinking, Adobu’s 30-day construction schedule will change consumer behavior, thanks to the fact that the home can be craned in and installed in less than a day on a foundation constructed in less than two weeks. Its incredibly low cost will enable a lot of opportunities to develop new inventory and the simple fact is that inventory remains a scarce commodity. As Cutler noted, only half as many homes are trading across the United States as were available a year ago, which is happening at the same time as when millennials are entering prime family formation years.
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Squarespace raises $300M at a staggering $10B valuation
Squarespace has raised $300 million in a round of funding that values the company at a staggering $10 billion valuation.
New backers include Dragoneer, Tiger Global, D1 Capital Partners, Fidelity Management & Research Company, funds and accounts advised by T. Rowe Price Associates, Inc. and Spruce House. Existing backers Accel and General Atlantic also participated.
Squarespace founder & CEO Anthony Casalena said the fresh capital will advance the company’s growth initiatives and help it scale its product suite.
The move comes less than two months after the company filed confidentiality to go public via a direct listing or initial public offering.
Squarespace, which has helped millions create their own websites, was founded in 2003 and bootstrapped until a $38.5 million Series A in 2010 that was co-led by Accel and Index Ventures.
The online website creation and hosting service — which has now expanded into e-commerce by hosting online stores — then raised another $40 million round in 2014. But it is perhaps best known for its epic 2017-era $200 million secondary round that General Atlantic financed. That round was raised at a $1.5 billion pre-money valuation. That means it has effectively upped its valuation by more than five times in just over three years.
At that time, TechCrunch reported that Squarespace was a profitable company, with revenues increasing 50% in the prior year, to about $300 million. Execs are declining to comment on the company’s latest funding round beyond a post on its website.
New York City-based Squarespace has over 1,200 employees spread across its headquarters and offices in Dublin, Ireland; Portland, Oregon; and Los Angeles, California.
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