steve chen
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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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Printify raises $3M to expand its marketplace for custom printing
In Riga, Latvia, an 80-person startup called Printify is reimagining the on-demand printing business.
Gone are the days where small merchants have to sell their customized products on platforms like Zazzle, Society6, CafePress or Teespring . Using Printify, e-commerce business owners can create clothes, accessories and more fixed with their designs, logos, art or photos, then sell them directly on their very own online stores.
The “first wave” of on-demand printing companies, Printify founder and chief executive officer James Berdigans explained to TechCrunch, typically require that merchants sell their items on the provider’s platforms.
“The problem is that these merchants don’t have the capability to build their own brand,” Berdigans said. “At the end of the day, you end up building the Teespring brand, not your own brand.”
Printify, a graduate of the 500 Startups accelerator, has attracted a $3 million investment from Bling Capital, a venture capital fund launched five months ago by Ben Ling, a former general partner at Khosla Ventures.
“Printify is perfectly positioned to enable the new trend of micro and boutique brands,” Ling said in a statement. “Consumers and SMBs alike can benefit from Printify’s high-quality, low-cost and fast printing platform — and create their own micro-brands.”
Founded in 2015 by Berdigans, Artis Kehris and Gatis Dukurs, Printify had previously raised a $1 million round following a big pivot. Initially, the business “pretended to be the manufacturer,” opting to be less transparent as a means to entice customers.
“That was a terrible idea,” Berdigans said. “Even though you aren’t lying, you end up not being a very honest company and that’s not the business model we wanted.”
Now, Printify operates as a B2B marketplace that connects manufacturers with e-commerce stores. Plus, the startup handles the mundane tasks of fulfilling orders, including billing, manufacturing requests and shipping so store owners can focus on brand building. The switch allowed the startup to begin growing 30% month-over-month, as well as add hundreds of unique products to its catalog.
The founders say Printify most often caters to political campaign employees, designers & artists, and influencers & “hustlers,” or people who are self-taught experts on managing digital sales. With a fixed pricing scheme, merchants know exactly what they are paying Printify, but have the flexibility of pricing their own product. Other print-on-demand marketplaces, like the aforementioned “first wave” businesses, don’t give merchants the ability to determine their own margins.
“If you use Zazzle, for example, you only get a small portion of revenue share but on Printify, you pay us a small fee,” Berdigans said. “If you were selling t-shirts for $25 and the average production cost is $10, our sellers will see a 50 to 60% margin.”
Dozens of angel investors, including YouTube co-founder Steve Chen, Twitch co-founder Kevin Lin, ClassPass co-founder Fritz Lanman, DoorDash co-founder Evan Moore, Google AdSense pioneer Gokul Rajaram and Facebook’s vice president of product Kevin Weil, also participated in the company’s latest round.
“What Airbnb did for the hospitality industry, that’s basically what we can do for the print-on-demand industry,” said Kehris, Printify’s chief operating officer.
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