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New York’s David Energy has raised $4.1 million to ‘build the Standard Oil of renewable energy’
“We intend to build the Standard Oil of renewable energy,” said James McGinniss, the co-founder and chief executive of David Energy, in a statement announcing the company’s new $19 million seed round of debt and equity funding.
McGinniss’ company is aiming to boost renewable energy adoption and slash energy usage in the built environment by creating a service that operates on both sides of the energy marketplace.
The company combines energy management services for commercial buildings through the software it has developed with the ability to sell energy directly to customers in an effort to reduce the energy consumption and the attendant carbon footprint of the built environment.
The company’s software, Mycor, leverages building demand data and the assets that the building has at its disposal to shift user energy consumption to the times when renewable power is most available, and cheapest.
It’s a novel approach to an old idea of creating environmental benefits by reducing energy consumption. Using its technology, David Energy tracks both the market price of energy and the energy usage by the buildings it manages. The company sells energy to customers at a fixed price and then uses its windows into energy markets and energy demand to make money off the difference in power pricing.
That’s why the company needed to raise $15 million in a monthly revolving credit facility from Hartree Partners. So it could pay for the power its customers have bought upfront.
Image Credits: Getty Images
There are a number of tailwinds supporting the growth of a business like David Energy right now. Given the massive amounts of money that are being earmarked for energy conservation and energy efficiency upgrades, companies like David, which promise to manage energy consumption to reduce demand, are going to be huge beneficiaries.
“Looking at the macro shift and the attention being paid to things like battery storage and micro grids we do feel like we’re launching this at the perfect time,” said McGinniss. “We’re offering [customers] market rates and then rebating the savings back to them. They’re getting the software with a market energy supply contract and they are getting the savings back. Bringing that whole bundled package together really brings it all together.”
In addition to the credit facility, the company also raised $4.1 million in venture financing from investors led by Equal Ventures and including Operator Partners, Box Group, Greycroft, Sandeep Jain and Xuan Yong of RigUp, returning angel investor Kiran Bhatraju of Arcadia and Jason Jacobs’ recently launched My Climate Journey Collective, an early-stage climate tech fund.
“Renewable energy generators are fundamentally different in their variable, distributed, and digitally-native nature compared to their fossil fuel predecessors while customer loads like heating and driving are shifting to electricity consumption from gas. The sands of market power are shifting and incumbents are poorly-positioned to adapt to evolving customer needs, so there’s a massive opportunity for us to capitalize.”
Founded by McGinniss, Brian Maxwell and Ahmed Salman, David Energy raised $1.5 million in pre-seed financing back in March 2020.
As the company expands, its relationship with Hartree, an energy and commodities trading desk, will become even more important. As the startup noted, Hartree is the gateway that David needs to transact with energy markets. The trader provides a balance sheet for working capital to purchase energy on behalf of David’s customers.
“Renewables are causing fundamental shifts in energy markets, and new models and tools need to emerge,” said Dinkar Bhatia, co-head of North American Power at Hartree Partners. “James and the team have identified a significant opportunity in the market and have the right strategy to execute. Hartree is excited to be a commodity partner with David Energy on the launch of the new smart retail platform and is looking forward to helping make DE Supply the premier retailer in the market,” said McGinniss.
David now has retail electricity licenses in New York, New Jersey and Massachusetts and is looking to expand around the country.
“David Energy stands to reinvent the way that hundreds of billions of dollars a year in energy are consumed,” said Equal Ventures investor Rick Zullo. “Business model creativity and finding ways to change user behavior with new models is just as important if not more important than the technology innovation itself.”
Zullo said his firm pitched David Energy on leading the round after years of looking for a commercial renewable energy startup. The core insight was finding a service that could appeal not to the new construction that already is working with top-of-the-line energy management systems, but with the millions of square feet that aren’t adopting the latest and greatest energy management systems.
“Finding something that will go and bring this to the mass market was something we had been on the hunt for really since the inception of Equal Ventures,” said Zullo.
The innovation that made David attractive was the business model. “There is a landscape of hundreds of dead companies,” Zullo said. “What they did was find a way to subsidize the service. They give away at low or no cost and move that in with line items. The partnership with Partree gives them the opportunity to be the cheapest and also the best for you and the highest margin regional energy provider in the market.”
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Floww raises $6.7M for its data-driven marketplace matching founders with investors, based on merit
Floww — a data-driven marketplace designed to allow founders to pitch investors, with the whole investment relationship managed online — says it has raised $6.7 million (£5 million) to date in seed funding from angels and family offices. Investors include Ramon Mendes De Leon, Duncan Simpson-Craib, Angus Davidson, Stephane Delacote and Pip Baker (Google’s head of Fintech U.K.) and multiple family offices. The cash will be used to build out the platform designed to give startups access to more than 500 VCs, accelerators and angel networks.
The team consists of Martijn De Wever, founder and CEO of London-based VC Force Over Mass; Lee Fasciani, co-founder of Territory Projects (the firm behind film graphics and design including “Guardians of the Galaxy” and “BladeRunner 2049”); and CTO Alex Pilsworth, of various fintech startups.
Having made more than 160 investments himself, De Wever says he recognized the need for a platform connecting investors and startups based on merit, clean data and transparency, rather than a system built on “warm introductions,” which can have inherent cultural and even racial biases.
Floww’s idea is that it showcases startups based on merit only, allowing founders to raise capital by providing investors with data and transparency. Startups are given a suite of tools and materials to get started, from cap table templates to “How To” guides. Founders can then “drag and drop” their investor documents in any format. Floww’s team of accountants then cross-checks the data for errors and processes key performance metrics. A startup’s digital profile includes dynamic charts and tables, allowing prospective investors to see the company’s business potential.
Floww charges a monthly fee to VCs, accelerators, family offices and PE firms. Startups have free access to the platform, and a premium model to contact and send their deal to multiple VCs.
Floww’s pitch is that VCs can, in turn, manage deal-sourcing, CRM, as well as reporting to their investors and LPs. Quite a claim, given all VCs to date handle this kind of thing in-house. However, Floww claims to have processed 3,000 startups and says it is rolling out to more than 500 VCs.
In a statement, De Wever said: “In an age of virtual meetings and connections, the need for coffee meetings on Sand Hill Road or Mayfair is gone. What we need now are global connections, allowing VCs to engage in merit-based investing using data and metrics.” He says the era of the coronavirus pandemic means many deals will have to be sourced remotely now, so “the time for a platform like this is now.”
AngelList is perhaps its closest competitor from the startup perspective. And the VC application incorporates the kind of functionality seen in Affinity, Airtable, Efront and DocSend. But AngeList doesn’t provide data or metrics.
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Biden’s infrastructure plans could boost startups
As President-elect Joe Biden readies his transition team and sets the agenda for his first 100 days in office, startups can expect to see some movement on long-stalled infrastructure initiatives that could mean big boosts to their business.
Infrastructure is high on the list of priorities of the incoming Biden Administration as the former vice president hopes to make good on his campaign promise to “build back better.”
American infrastructure has been crumbling for decades without significant investment from the federal government, and much of what will be replaced will also be upgraded with new technology, according to people familiar with the Biden plan.
That means tech companies focused on next-generation telecommunications and utility infrastructure, transportation, housing and construction tech around energy efficiency could see new dollars pour in over the next four years.
“Infrastructure and build out of the clean energy economy … doesn’t necessarily mean large wind or large solar projects. It could mean advanced metering … it can be new engine technologies,” said Dan Goldman, a managing partner at Clean Energy Ventures. “We think that that can be a huge opportunity for job creation … not only putting people back to work but putting people back to work in high quality jobs.”
And there’s a willingness to encourage these infrastructure projects in less partisan ways in states like Massachusetts, Virginia and Florida, which are actively building out electric vehicle infrastructure and renewable energy projects, Goldman said.
While the federal government will ultimately be distributing the cash, startups can expect to see the spending actually come from municipalities and state governments, which often have a better understanding of local needs and where the money should go.
Next-generation energy infrastructure
The electrification of everything — a component of any zero-carbon movement — requires significant upgrades to existing power infrastructure. That means everything from systems management technologies to distribution facilities to ways to store power that can be moved on to the grid.
“Without that infrastructure investment it gets quite challenging,” said Abe Yokell, a co-founder and managing partner of Congruent Ventures.
He pointed to large-scale energy storage technologies as one solution, but management systems for utilities will be another area of interest.
Those infrastructure initiatives will likely mean good things for battery companies like Form Energy, which signed its first major contract with Great River Energy earlier this year; or Antora and Malta, which store energy as heat; or Quidnet, which has a pumped hydroelectric play for large-scale energy storage by pumping water into the gaps between rocks underground that creates pressure and can force water back up through a generator.
Other large-scale energy storage companies working on developing and installing batteries could benefit as well. That means good things for Tesla, which has a few major battery installs under its belt, and Fluence, which manages and operates big install projects.
Natel Energy, another startup working on energy storage (and generation) using hydropower, could also find its technology in the mix, according to company founder, Gia Schneider.
Schneider sees three potential pitches for her company’s technologies. “Climate change is water change,” she said. “We have a bucket in energy, a bucket of stuff in environmental and a bucket of stuff in working lands.”
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Facebook steps into cloud gaming — and another feud with Apple
Facebook will soon be the latest tech giant to enter the world of cloud gaming. Their approach is different than what Microsoft or Google has built, but Facebook highlights a shared central challenge: dealing with Apple.
Facebook is not building a console gaming competitor to compete with Stadia or xCloud; instead, the focus is wholly on mobile games. Why cloud stream mobile games that your device is already capable of running locally? Facebook is aiming to get users into games more quickly and put less friction between a user seeing an advertisement for a game and actually playing it themselves. Users can quickly tap into the title without downloading anything, and if they eventually opt to download the title from a mobile app store, they’ll be able to pick up where they left off.
Facebook’s service will launch on the desktop web and Android, but not iOS due to what Facebook frames as usability restrictions outlined in Apple’s App Store terms and conditions.
With the new platform, users will be able to start playing mobile games directly from Facebook ads. Image via Facebook.
While Apple has suffered an onslaught of criticism in 2020 from developers of major apps like Spotify, Tinder and Fortnite for how much money they take as a cut from revenues of apps downloaded from the App Store, the plights of companies aiming to build cloud gaming platforms have been more nuanced and are tied to how those platforms are fundamentally allowed to operate on Apple devices.
Apple was initially slow to provide a path forward for cloud gaming apps from Google and Microsoft, which had previously been outlawed on the App Store. The iPhone maker recently updated its policies to allow these apps to exist, but in a more convoluted capacity than the platform makers had hoped, forcing them to first send users to the App Store before being able to cloud stream a gaming title on their platform.
For a user downloading a lengthy single-player console epic, the short pitstop is an inconvenience, but long-time Facebook gaming exec Jason Rubin says that the stipulations are a non-starter for what Facebook’s platform envisions, a way to start playing mobile games immediately without downloading anything.
“It’s a sequence of hurdles that altogether make a bad consumer experience,” Rubin tells TechCrunch.
Apple tells TechCrunch that they have continued to engage with Facebook on bringing its gaming efforts under its guidelines and that platforms can reach iOS by either submitting each individual game to the App Store for review or operating their service on Safari.
In terms of building the new platform onto the mobile web, Rubin says that without being able to point users of their iOS app to browser-based experiences, as current rules forbid, Facebook doesn’t see pushing its billions of users to accessing the service primarily from a browser as a reasonable alternative. In a Zoom call, Rubin demonstrates how this could operate on iOS, with users tapping an advertisement inside the app and being redirected to a game experience in mobile Safari.
“But if I click on that, I can’t go to the web. Apple says, ‘No, no, no, no, no, you can’t do that,’ ” Rubin tells us. “Apple may say that it’s a free and open web, but what you can actually build on that web is dictated by what they decide to put in their core functionality.”
Facebook VP of Play Jason Rubin. Image via Facebook.
Rubin, who co-founded the game development studio Naughty Dog in 1994 before it was acquired by Sony in 2001, has been at Facebook since he joined Oculus months after its 2014 acquisition was announced. Rubin had previously been tasked with managing the games ecosystem for its virtual reality headsets; this year he was put in charge of the company’s gaming initiatives across their core family of apps as the company’s VP of Play.
Rubin, well familiar with game developer/platform skirmishes, was quick to distinguish the bone Facebook had to pick with Apple and complaints from those like Epic Games, which sued Apple this summer.
“I do want to put a pin in the fact that we’re giving Google 30% [on Android]. The Apple issue is not about money,” Rubin tells TechCrunch. “We can talk about whether or not it’s fair that Google takes that 30%. But we would be willing to give Apple the 30% right now, if they would just let consumers have the opportunity to do what we’re offering here.”
Facebook is notably also taking a 30% cut of transaction within these games, even as Facebook’s executive team has taken its own shots at Apple’s steep revenue fee in the past, most recently criticizing how Apple’s App Store model was hurting small businesses during the pandemic. This saga eventually led to Apple announcing that it would withhold its cut through the end of the year for ticket sales of small businesses hosting online events.
Apple’s reticence to allow major gaming platforms a path toward independently serving up games to consumers underscores the significant portion of App Store revenues that could be eliminated by a consumer shift toward these cloud platforms. Apple earned around $50 billion from the App Store last year, CNBC estimates, and gaming has long been their most profitable vertical.
Though Facebook is framing this as an uphill battle against a major platform for the good of the gamer, this is hardly a battle between two underdogs. Facebook pulled in nearly $70 billion in ad revenues last year, and improving their offerings for mobile game studios could be a meaningful step toward increasing that number, something Apple’s App Store rules threaten.
For the time being, Facebook is keeping this launch pretty conservative. There are just 5-10 titles that are going to be available at launch, Rubin says. Facebook is rolling out access to the new service, which is free, this week across a handful of states in America, including California, Texas, Massachusetts, New York, New Jersey, Connecticut, Rhode Island, Delaware, Pennsylvania, Maryland, Washington, D.C., Virginia and West Virginia. The hodge-podge nature of the geographic rollout is owed to the technical limitations of cloud-gaming — people have to be close to data centers where the service has rolled out in order to have a usable experience. Facebook is aiming to scale to the rest of the U.S. in the coming months, they say.
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London VCs launch joint initiative to expand funding opportunities for underrepresented founders
A group of U.K.-based VCs have come together to create a new virtual pitching event designed to address the problems with the current startup ecosystem that can lead to inequalities and “warm intros” made only between privileged classes and ethnicities.
Held on the 30th of September, “Access All” will be a new virtual event geared toward founders from underrepresented groups.
Participating founders will be invited to pitch their startups to a number of London’s leading VCs and companies, including Downing Ventures, Playfair Capital, SpeedInvest and SoftBank, as well as Microsoft, Amazon, Accenture and O2.
The joint initiative has been put together by Floww, Force Over Mass and Wayra UK, with the mission to create more opportunity for BAME founders, based on merit, reducing bias and addressing the problems of the “the old boys network” of venture capital deal flow.
According to some figures, startups with all-male founding teams raise 91% of the venture capital in the U.K., but the stats around ethnic minority founders are harder to find. In the U.S. for example, 0.02% of venture capital is allocated to Black female founders.
Martijn de Wever, CEO and founder of Floww, which is coordinating the event, said: “With Access All, we rallied together in the startup community because we believe that the system needs change. Black, Asian and other ethnic minority founders, need to have fair access.”
Floww’s team of accountants and content writers will work with applicants for free to review their business plans and get them ready to pitch to the participating investors. TechCrunch and Forbes journalists will be joining the panel as judges.
Founders can register here.
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Cyber threat startup Cygilant hit by ransomware
Cygilant, a threat detection cybersecurity company, has confirmed a ransomware attack.
Christina Lattuca, Cygilant’s chief financial officer, said in a statement that the company was “aware of a ransomware attack impacting a portion of Cygilant’s technology environment.”
“Our Cyber Defense and Response Center team took immediate and decisive action to stop the progression of the attack. We are working closely with third-party forensic investigators and law enforcement to understand the full nature and impact of the attack. Cygilant is committed to the ongoing security of our network and to continuously strengthening all aspects of our security program,” the statement said.
Cygilant is believed to be the latest victim of NetWalker, a ransomware-as-a-service group, which lets threat groups rent access to its infrastructure to launch their own attacks, according to Brett Callow, a ransomware expert and threat analyst at security firm Emsisoft .
The file-encrypting malware itself not only scrambles a victim’s files but also exfiltrates the data to the hacker’s servers. The hackers typically threaten to publish the victim’s files if the ransom isn’t paid.
A site on the dark web associated with the NetWalker ransomware group posted screenshots of internal network files and directories believed to be associated with Cygilant.
Cygilant did not say if it paid the ransom. But at the time of writing, the dark web listing with Cygilant’s data had disappeared.
“Groups permanently delist companies when they’ve paid or, in some cases, temporarily delist them once they’ve agreed to come to the negotiating table,” said Callow. “NetWalker has temporarily delisted pending negotiations in at least one other case.”
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Private tech companies mobilize to address shortages for medical supplies, masks and sanitizer
Startups across the nation and around the world are looking for ways to relieve shortages of much-needed personal protective equipment and sanitizers used to halt the spread of COVID-19.
While some of the largest privately held technology companies, like SpaceX and Tesla, have shifted to manufacturing ventilators, smaller companies are also trying to pitch in and relieve scarcity locally.
Supplies have been difficult to come by in some of the areas hardest hit by the outbreak of the novel coronavirus, and the shortfalls have been made worse by a lack of coordination from the federal government. In some instances local governments have been bidding for supplies against each other and the federal government to acquire needed personal protective equipment.
On Sunday, New York’s Governor Mario Cuomo pleaded with local governments to not engage in a bidding war. In fact, Kentucky was outbid by the federal government for personal protective equipment.
“FEMA came out and bought it all out from under us,” Kentucky Governor Andy Beshear told a local newspaper. “It is a challenge that the federal government says, ‘States, you need to go and find your supply chain,’ and then the federal government ends up buying from that supply chain.”
Against this backdrop local startups and maker spaces are stepping up to do what they can to fill the gap.
Alcohol brands are turning their attention to making hand sanitizer to distribute in communities experiencing shortages. 3D-printing companies are working on new ways to manufacture personal protective equipment and swabs for COVID-19 testing. And one fast fashion retail startup is teaching its tailors and seamstresses how to make cloth masks for consumer protection.
AirCo, a New York-based startup that developed a process to use captured carbon dioxide to make liquor, shifted its efforts to making hand sanitizer for donations in communities in New York City.
Now, new alcohol brands Bev and Endless West are joining the manufacturing push.
Endless West announced this morning that it would shift production away from its distillery to begin making hand sanitizers. The World Health Organization approved their sanitizers, which the company will produce in its warehouse in San Francisco.
The two-ounce bottles will be donated to local restaurants and bars that remain open for delivery, so that employees can use them and distribute them to customers. Bulk quantities will be distributed to healthcare organizations and facilities that need them.
Endless West also put out a call for other companies to provide supplies to hospitals and health organizations in the San Francisco Bay Area.
“We felt it was imperative to do our part and dedicate what resources we have to assist with shortages in the healthcare and food & beverage industries who keep the engine running and provide such important functions in this time of immense need throughout the community,” said Alec Lee, CEO of Endless West, in a statement.
Los Angeles-based Bev is no different.
“As an alcoholic beverage company, Bev is very lucky in that we are licensed to purchase ethanol directly from our suppliers, who are doing their part by discounting the product to anyone licensed to purchase it,” said Bev chief executive, Alix Peabody. “Community underscores everything we do here at Bev, and as such, we will be producing hand sanitizer and distributing it free of charge to the homeless and elderly communities here in Venice, populations who largely have insufficient access to healthcare and essential goods like sanitizer.”
Hand sanitizer is one sorely needed item in short supply, but there are others — including face masks, surgical masks, face shields, swabs and ventilator equipment that other startups are now switching gears to produce.
(Photo by PAU BARRENA/AFP via Getty Images)
In Canada, INKSmith, a startup that was making design and tech tools accessible for kids, has now moved to making face shields and is hiring up to 100 new employees to meet demand.
“I think in the short term, we’re going to scale up to meet the needs of the province soon. After that, we’re going to meet the demands of Canada,” INKSmith CEO Jeremy Hedges told the Canadian news outlet Global News.
3D-printing companies like Massachusetts-based Markforged and Formlabs are both making personal protective equipment like face shields, as well as nasal swabs to use for COVID-19 testing.
Markforged is pushing ahead with a number of efforts to focus some of the benefits of 3D printing on the immediate problem of personal protective equipment for healthcare workers most exposed to COVID-19.
“We have about 20 people working on this pretty much as much as they can,” said Markforged chief executive, Gregory Mark. “We break it up into three different programs. The first stage is prototyping validation and getting first pass to doctors. The second is clinical trials and the third is production. We are in clinical trials with two. One is the nasal swab and two is the face shield.”
The ability to spin up manufacturing more quickly than traditional production lines using 3D printing means that both companies are in some ways better positioned to address a thousandfold increase in demand for supplies that no one anticipated.
“3D printing is the fastest way to make anything in the world up to a certain number of days, weeks, months or years,” says Mark. “As soon as we get the green light from hospitals, 10,000 printers around the world can be printing face shields and nose swabs.”
Formlabs, which already has a robust business supplying custom-printed surgical-grade healthcare products, is pushing to bring its swabs to market quickly.
“Not only can we help in the development of the swabs, but we can manufacture them ourselves,” says Formlabs chief product officer, David Lakatos.
Swabs for testing are in short supply in part because there are only a few manufacturers in the world who made them — and one of those primary manufacturers is in Italy, which means supplies and staff are in short supply. “There’s a shortage of them and nobody was expecting that we would need to test millions of people in short order,” says Lakatos.
Formlabs is also working on another piece of personal protective equipment — looking at converting snorkeling masks into respirators and face masks. “Our goal is to make one that is reusable,” says Lakatos. “A patient can use it as a respirator and you can put it in an autoclave and reuse it.”
In Brooklyn, Voodoo Manufacturing has repurposed its 5,000-square-foot facility to mass-produce personal protective equipment. The company has set up a website, CombatingCovid.com, where organizations in need of supplies can place orders. Voodoo aims to print at least 2,500 protective face shields weekly and can scale to larger production volumes based on demand, the company said.
STAMFORD, CT – MARCH 23: Nurse Hannah Sutherland, dressed in personal protective equipment (PPE) awaits new patients at a drive-thru coronavirus testing station at Cummings Park on March 23, 2020 in Stamford, Connecticut. Availability of protective clothing for medical workers has become a major issue as COVID-19 cases surge throughout the United States. The Stamford site is run by Murphy Medical Associates. (Photo by John Moore/Getty Images)
Finally, Resonance, the fast fashion startup launched by the founder of FirstMark Capital, Lawrence Lenihan, is using its factory in the Dominican Republic to make face masks for consumers on the island and beyond.
“To contribute to the Dominican health efforts, Resonance is acting to utilize their resources to manufacture safety masks for distribution to local hospitals, nursing homes, and other high-risk facilities as quickly as possible. They have provided user-friendly instructions and material and will pay their sewers who can to make these masks from the security of their homes,” a spokesperson for the company wrote in an email. “Resonance is currently working to share this downloadable platform and simple instructions to their website, so anyone in the world can contribute to their own local communities.”
All of these efforts — and countless others too numerous to mention — point to the ways small companies are hoping to do something to help their communities stay safe and healthy in the midst of this global outbreak.
But many of these extreme measures may not have been necessary had governments around the world actively coordinated their response and engaged in better preparation before the situation became so dire.
There are a litany of errors that governments made — and are still making — in their efforts to respond to the pandemic, even as the private sector steps in and steps up to address them.
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RaySecur, a mailroom security startup, raises $3M in seed funding
Raysecur says at least ten times a day someone sends a suspicious package containing powder, liquid, or some other kind of hazard.
The Boston, Mass.-based startup says its desktop-sized 3D real-time scanning technology, dubbed MailSecur, can intercept and detect threats in the mailroom before they ever make it onto the office floor.
Mailroom security may not seem fancy or interesting, but they’re a common gateway into a corporate environment. They’re a huge attack vector for attackers — both physical and cyber. Earlier this year we wrote about warshipping, a “Trojan horse”-type attack that can be used as a way for hackers to ship hardware exploits into a business, break the Wi-Fi, and pivot onto the corporate network to steal data.
Now, the company has raised $3 million in seed-round funding led by One Way Ventures, with participation from Junson Capital, Launchpad Venture Group, and also Dreamit Ventures, a Philadelphia-based early stage investor and accelerator, which last year announced it would move into the early-stage security space.
Raysecur’s proprietary millimeter-wave scanner, MailSecur. (Image: supplied)
Raysecur uses millimeter-wave technology — similar to the scanners you find at airport security — to examine suspicious letters, flat envelopes, and small parcels. Its technology can detect powders as small as 2% of a teaspoon or a single drop of liquid, the company claims.
The startup said the funding will help expand its customer base. Although still in its infancy, the company has about ten Fortune 500 customers using its MailSecur scanner.
Since it was founded in 2018, the company has scanned more than 9.2 million packages.
Semyon Dukach, managing partner at One Way Ventures, said the funding will help “bring this compelling technology to an even broader market.”
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How to go to market in middle America
Deborah Eisenberg is the founder of TechStarts PR, where she helps technology companies both big and small hone their message and reach their audience.
There comes a time for many startup companies where they either realize they need to do a nationwide rollout, or they need to actively target buyers in the middle of the country. If you are a startup on either the East or the West Coasts, it’s worth thinking about how this market might present its own set of unique challenges, and how you plan to overcome them.
There are a lot of misconceptions about what some people call “flyover country,” and as a San Francisco native who spent two decades in New York, Washington DC, and Boston before moving to Pittsburgh, I can assure you they are almost all wrong. Without getting into specifics, the reality of “middle America” is that it’s the same as anywhere else.
Income, education, world view, and waistlines are all varied. It’s pretty accurate that San Francisco possesses a culture obsessed with fitness and entrepreneurship, but California isn’t necessarily all like that, and if you think it is, I encourage you to go to Bakersfield, the Central Valley, or Eureka sometime.
In addition, just because the stereotypes are wrong doesn’t mean there’s nothing different about doing business here. As you think about how to conduct your rollout, here are some things you should consider:
Table of Contents
Research
As with any market, research is key since it informs every other aspect of the rollout. Start by looking into who your competition is.
Since there are fewer VC-backed startups in middle America, and smaller companies tend to get less press, the research may be harder. However, there are some major universities that are actively putting money into their own Entrepreneurship programs and those spinoffs often do very well.
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Dear Hollywood, here are 5 female founders to showcase instead of Elizabeth Holmes
Joseph Flaherty
Contributor
Contributor
Joe Flaherty is director of Content & Community at Founder Collective.
There’s a seemingly insatiable demand for Theranos content. John Carreyrou’s best-selling book, “Bad Blood,” has already inspired an HBO documentary, The Inventor; an ABC podcast called The Dropout, a prestige limited series starring SNL’s Kate McKinnon, was just announced; and Jennifer Lawrence is reportedly going to star in the feature film version of this tawdry “true crime meets tech” tale. That’s before getting started on the various and sundry cover stories and think pieces about her fraud.
I think it’s fair to say the Theranos story has been sufficiently well-documented, and I’m worried that this negative perception may be reinforced now that uBiome founder Jessica Richman has been placed on administrative leave. While it’s hard to pass on a chance to stoke startup schadenfreude, perhaps we could focus less on these rare, unrepresentative and dispiriting examples? Instead, Hollywood could put the spotlight on women who pioneered the bleeding edge of tech and actually produced billion-dollar successes. Here are a few candidates ready for their close-ups:
Judith Faulkner, founder and chief executive officer, Epic Systems
Judith Faulkner – Founder/CEO, Epic Systems
In the late 1970s, the picture of a working woman in Wisconsin was likely Laverne or Shirley. Little did anyone know that in the basement of a Victorian manse in Madison, the future of healthcare was being coded by Judith Faulkner, the founder and CEO of what would become Epic Systems. Epic is arguably the most impactful startup in the history of health software, and Faulkner was building medical scheduling software before most people could even picture a PC. Her efforts established the Electronic Medical Records market as we know it and today. Her company manages records for more than 200 million people, employs nearly 10,000 and generates around $2.7 billion per year in revenue — not bad for a math graduate who never raised any venture capital.
One might argue that the origins of medical software are too tepid to make for exciting TV, but something tells me the kind of CEO who hires Disney alums to design her corporate campus and dresses up like a wizard to address her employees might make for a compelling subject.
SANTA BARBARA, CA – FEBRUARY 09: Lynda Weinman speaks onstage (Photo by Rebecca Sapp/Getty Images for SBIFF)
Lynda Weinman – Founder/CEO, Lynda.com
Lynda Weinman might have the most esoteric path to becoming a billion-dollar entrepreneur in history. After getting a humanities degree from Evergreen College, where she was classmates with “Simpsons” creator Matt Groenig, Lynda opened a pair of punk rock fashion boutiques on LA’s Sunset Strip.
After those folded in the early 1980s, she taught herself enough computer graphics to become a freelance animator on movies like “Bill & Ted’s Excellent Adventure,” which in turn led to her becoming a teacher at the prestigious Art Center College of Design. Her academic pedigree provided the launching pad to write an influential textbook; that, in turn, gave her the star power to strike out on her own as one of the first web celebrities.
Keep in mind; this dramatic arc only covers the time before she started the eponymous Lynda.com, and bootstrapped it to a $1.5 billion exit in edtech — an industry most VCs and entrepreneurs fear to tread. In terms of material for a memoir, Hannah Horvath has nothing on Lynda Weinman.
FRAMINGHAM, MA – MAY 30: Shira Goodman, former chief executive at Staples, poses for a portrait in Framingham, MA on May 30, 2017 (Photo by Suzanne Kreiter/The Boston Globe via Getty Images)
Shira Goodman – CEO, Staples.com
Shira Goodman has arguably done more for online shopping in the U.S. than anyone not named Bezos. She didn’t found Staples, but she did start and scale its “delivery business,” as she humbly calls it, to the point where it became the fourth largest e-commerce company in the U.S.
At a time when more nimble startups were disrupting big-box retailers, Shira did what few of her contemporaries could do — rapidly shifted a multi-billion-dollar legacy company in an ancient industry into the future, and eventually became CEO of the entire enterprise. She did this while also raising three children and supporting her husband when he decided to change careers and go to Rabbinical school. Sitcoms have been premised on less, and since two versions of “The Office” have captivated audiences, perhaps it’s time to provide the perspective from the CEO of Dunder-Mifflin HQ?
Helen Greiner, co-founder, iRobot
Helen Greiner – Co-founder, iRobot
From C. A. Rotwang in “Metropolis” to Tony Stark in the Marvel movies, there have been plenty of cinematic explorations of robot builders, but the story of iRobot co-founder Helen Greiner might be more interesting than anything yet committed to celluloid. As a recent grad from MIT, Greiner spent a substantial chunk of the 1990s applying her mechanical genius to everything from a mechatronic dinosaur for Disney to a store cleaning robot with the potential for mass destruction for SC Johnson.
Far from an ivory-tower academic, Grenier helped the government deploy search and rescue efforts at Ground Zero after 9/11 and cave-clearing ‘bots in Afghanistan, and the bomb-disposing Packbot she developed has saved the lives of thousands of service members. Grenier, at age 38, took her company public and made the Jetson’s vision of a robot housekeeper a reality in the form of the Roomba.
CAMBRIDGE, MA – MARCH 15: Kelsey Wirth, who has a grassroots organization called Mothers Out Front: Mobilizing For A Livable Climate (Photo by Essdras M Suarez/The Boston Globe via Getty Images)
Kelsey Wirth – Co-founder, Align Technologies
While the original startup bros were inflating the tech bubble in the late 1990s, Kelsey Wirth was pioneering 3D printing, which at the time was as fantastical as anything Theranos promised. Wirth’s story as the co-founder of Align Technology is especially compelling in the way it shares some surface similarities with Holmes’ narrative. Prominent skeptics of Invisalign cast doubts on the company in its early days, noting that the startup’s PR had outstripped its clinical validation. Wirth had to solve seemingly intractable technical challenges, including scanning misaligned incisors, developing algorithms to overcome underbites, pioneering new manufacturing process, convincing the FDA to clear the product and then selling it across the country — armed only with an English lit degree and an MBA. Despite the long odds of curing crossbites with software, Wirth started what has become a publicly traded business that is currently worth more than 20 billion dollars.
Most of these founders faced setbacks, including external obstacles and those of their own making. There were layoffs, bad deals and few of these stories had perfectly happy endings. Still, while a contemporary startup can earn plaudits for simply repackaging CBD and pushing it on Facebook, these entrepreneurs demonstrated a level of ambition rarely seen among modern upstarts.
The sensational focus on Elizabeth Holmes’ misdeeds steal focus from a group of landmark female entrepreneurs and waste a tremendous opportunity to inspire the next generation with heroic tales instead of fables of fabrication. None of these accounts have the black and white morality of the Theranos debacle, but these founders cleared hurdles both scientific and social. They flipped the script and made history; surely Hollywood can find some drama in that.
Thanks to Parul Singh, Elizabeth Condon and Alyssa Rosenzweig for reviewing drafts of this post.
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