Seed
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Former Asana employees want to take on Discord with a positive platform for creator communities
In a creator-economy world, if you’re only as good as your last YouTube video, then your next YouTube video had better be bigger and louder than the last.
Vibely, a new startup co-founded by Asana alumni Teri Yu and Theresa Lee, wants to turn the constant, and often exhausting, beast of content creation on its head. The startup has created a premium, creator-controlled community platform that allows fans to gather and be monetized in new ways, beyond what is possible on YouTube or TikTok.
The core of Vibely, and what the co-founders hope will keep users coming back, is the ability to let any creator make a challenge for their fans to enjoy. For example, a creator whose brand evokes thoughtfulness could ask fans to sketch out their personal growth goals or take action around a new year’s resolution everyday. Or a fitness influencer could motivate fans to work out for a sprint of days.
“Most people in the creator economy are thinking about how to immediately monetize and get that instant gratification of like money here,” Yu said, which is why creators sell merchandise or hop on Cameo. “We’re focusing on long-term strategic communities.” Yu describes her startup’s shift as a mindset change, from a linear relationship between creators and fans to a multi-directional relationship between fans, superfans, new fans and creators.
Image Credits: Vibely
Vibely’s pitch is two-fold. For fans, the platform gives them a chance to chat with other fans from around the world. It also lets fans participate in community challenges and have a place to plan virtual hangouts over shared love for makeup or dance. The startup helps creators simultaneously, by giving them a one-stop shop to announce plans, do call to actions and create an ambassador program. It lets the “creator scale their time and have a multi-directional relationship with the community under or beneath them.”
Notably, Vibely is trying to be different from Patreon or OnlyFans, which is basically paywalled content for fans. Vibely doesn’t need creators to post more content, it just needs them to pop into a premium community and interact with fans in a meaningful way.
The startup is formalizing a sporadic daily occurrence: When a creator posts content, their comment sections in YouTube, Instagram and TikTok light up with fans discussing every detail you can imagine, from a suggestive hair flip to if that background poster has a hidden message. Creators often pop in to respond to a spicy thread or a random compliment, which incentivizes fans to keep swarming the content section.
The startup has spent little on customer acquisition cost and relied heavily on word of mouth. In December, Vibely launched a part-in-person, part-virtual creator house to pair top TikTok creators with their followers, generating some buzz. In 2020, Vibely had more than 600 communities with 392,000 messages sent and 37,000 challenges completed. Creators include Lavendaire, with 1.3 million YouTube subscribers and Rowena Tsai, who has 520,000 subscribers.
Yu says that there is one day where Kim Kardashian might have a community on the platform, but the main “bread and butter” of Vibely is searching for creators who represent a true interest, value or belief system. This can be a book influencer or a religious creator, for example.
“[Creators] are controlling their own destiny,” Yu said. “On Instagram or Facebook, you might create content but the algorithm decides at the end of the day whether or not your audience sees it. With Vibely, they have 100% control since this is their community.” The startup is planning to make money through membership dues and in-app mechanics like social currencies and rewards.
Vibely’s moonshot goal is to be a more positive, and supportive, Discord, a platform used by gamer communities across the world. So far, Yu says that less than .1% of Vibely users have been flagged by other users, although notably would not share total user numbers. There is also an ambassador program that appoints a user to oversee a community, as well as a global community manager on the team.
“The ceiling of where [Discord] can support is really only going to be gamers,” she said. “But creators want to protect their brand right now and make sure people have a positive experience,” so they are looking for another place to set up.
Image Credits: Vibely
While moderation is apparently going well so far, Vibely will most certainly encounter problems as more and more users join its platform. In the world of challenges, craze and hype led by fanatics could potentially become harmful if someone takes it too far. While Vibely aims to be a judgement-free zone for people to connect around the world, scale has a uniquely pessimistic way of forking that from time to time. Some consumer apps have responded to this truth by aggressively hiring on-staff moderators, but that too can become grueling work.
To hit the ground running, Vibely announced today that it has raised $2 million in seed financing from backers including Steve Chen, the co-founder of YouTube; Justin Rosenstein, the co-founder of Asana and co-creator of Netflix’s “Social Dilemma” documentary; Scott Heiferman, the co-founder of Meetup; Turner Novak, formerly an investor at Gelt, and more.
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US seed-stage investing flourished during pandemic
As the United States entered its first wave of COVID-19 lockdowns, there were wide expectations in startup land that a reckoning had arrived. But the expected comeuppance of high-burn, high-growth startups fueled by cheap capital provided by venture capitalists raising ever-larger funds, failed to arrive.
Instead, the very opposite came to pass.
Layoffs happened swiftly and aggressively during the early months of the pandemic era. But by the middle of Q2, venture activity had warmed and third quarter dealmaking felt swift and competitive, with some investors describing it as the hottest summer in recent years.
Venture capital as an asset class has survived the pandemic’s stress test.
But somewhat lost amongst the splashy megarounds and high-interest IPOs that can dominate the news cycle were seed-stage startups. The raw little companies that represent the grist that will shape itself into the next set of giants.
TechCrunch explored what happened in seed investing to uncover what was missed amidst the storm and fury of late-stage startup activity. According to a TechCrunch analysis of PitchBook data and a survey of venture capitalists, a few trends became clear.
First, the pattern of rising seed-check sizes seen in prior years continued despite the tumultuous business climate. Second, more expensive and larger seed deals were not only caused by excessive capital present in the private markets. Instead, COVID-19 shook up which startups were considered attractive by private investors. And the changeup did not necessarily raise their number.
Let’s dig into the data and see what it can teach us about this wild year. Then we’ll hear from Eniac Ventures’ Nihal Mehta, Freestyle’s Jenny Lefcourt, Pear VC’s Mar Hershenson and Contrary Capital’s Eric Tarczynski about what they saw in 2020 while writing a chunk of the checks that our data encompasses.
The American seed market in 2020
If you didn’t think much about seed in 2020, you’re not alone. Late, huge rounds consumed most of the media’s oxygen, leaving smaller startups to compete for scraps of attention. There was so much late-stage activity — around 90 $100 million or larger rounds in Q3, for example — it was difficult for smaller investments to command attention.
But despite living in the background, the dollars invested into seed-stage startups in the United States had an up-and-down year that was fascinating:
Image Credits: PitchBook
Seed dollar volume fell as Q1 progressed, reaching a 2020 nadir in April, the start of Q2. But as May arrived, the pace at which investors put money into seed-stage startups accelerated, recovering to January levels — which is to say, pre-pandemic — by June. The COVID dip, for seed, then, was a short-term affair.
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BloomAPI locks down $2.4M to fix medical record releases
Seattle-based BloomAPI is announcing a $2.4 million seed round this morning for its solution to the broken medical records release process. It’s no secret that the entire U.S. healthcare system is held back by antiquated technology — but unlike many competitors, BloomAPI offers a solution that works with, and not against, the old-school technologies. Read More
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The law firm Cooley is updating its packet of startup tips and financing documents
The law firm Cooley is putting out a new package of seed investment documents for public viewing on its “GO” microsite, the firm said today. It’s a way for entrepreneurs and early-stage investors and business owners to access what the firm considers to be best practices for early-stage investment and to streamline the process for committing capital at the seed stage. Read More
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Aiden closes $750,000 seed round in its quest to amplify marketers
Aiden, a London-based startup building a machine learning-powered personal assistant to save mobile marketers time and money, closed a $750,000 seed round today from Kima Ventures and a number of angels, including Nicolas Pinto, Pierre Valade and Jonathan Wolf. The team first demoed the capabilities of its service on the stage of TechCrunch Disrupt as a Battlefield finalist. Read More
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YC-Backed Seed Wants To Reinvent Business Banking
Seed thinks that business banking is opaque, expensive, and behind the times. The company, which is part of the Winter 2015 Y Combinator class, wants to shake up banking, bring it into the API era, and rip out unnecessary fees to make it, according to its CEO Brian Merritt, as “easy as possible to start and manage a business.” Read More
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