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App Store Review guidelines hint that users will soon be able to gift in-app purchases, not just apps

Apple will allow iOS users to gift in-app purchases, not just paid apps, according to a change to the company’s App Store Review Guidelines spotted this week. This means developers may soon have the tools to allow users to purchase virtual goods or even subscriptions through their app, which can then be gifted to others.

The changes to the company’s App Store guidelines were first discovered on Wednesday by MacRumors, which confirmed both the prior and current wording as follows:

Before: “Apps should not directly or indirectly enable gifting of in-app purchase content, features, or consumable items to others.” 

After: “Apps may enable gifting of items that are eligible for in-app purchase to others. Such gifts may only be refunded to the original purchaser and may not be exchanged.”

It’s unclear at this time how the change will be implemented, from the developer’s side. It’s likely Apple will soon share more information with its developer community to inform them of how to get started.

The move makes a lot of sense, given the App Store’s larger shift away from paid apps toward in-app purchases and more recently, subscriptions, as a way for developers to monetize their businesses.

Gamers would often like to receive in-app currency or other virtual goods as gifts. Meanwhile, subscriptions have become so popular they’re expected to contribute heavily to both iOS and Android app stores’ growth next year. Combined, the app stores are forecast to pass $122 billion in consumer spending in 2019, according to App Annie.

However, some subset of apps have been abusing subscriptions by making it difficult for consumers to even use their “free” app without committing to a subscription, or tricking users into free trials that convert in just days, among other things. Apple will need to get a good handle on the bad actors before rolling out in-app gifting of subscriptions more broadly.

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Earnin raises $125M to help workers track and cash out wages in real time

Before Ram Palaniappan founded Earnin, he developed a system for employees at a payments company called UniRush, where he spent eight years as president. If you needed money before payday, he would write you a check from his checking account and when payday rolled around, employees would reimburse him.

Despite being paid what Palaniappan thought were fair wages, his workers often found themselves in a bind, needing access to wages they couldn’t expect to see in their own bank accounts for days.

“This is such a core pain point,” Palaniappan told TechCrunch. “Over three-fourths of the country live paycheck to paycheck … It’s an issue of fairness. We all have gotten used to getting paid every two weeks, but most employees would rather be paid before they work.”

Palaniappan decided to transform what he had been doing as a favor to employees into a real business with Earnin (formerly known as Activehours), a startup that helps hourly, gig and salary workers track their earnings and transfer them to their checking accounts in real time using a mobile application. Today, the company is announcing a $125 million Series C funding from top-tier investors DST Global, Andreessen Horowitz, Spark Capital, Matrix Partners, March Capital Partners, Coatue Management and Ribbit Capital. Palaniappan declined to disclose the valuation.

Earnin founder and chief executive officer Ram Palaniappan

Here’s how it works: An employee signs up on the Earnin app and connects their bank account. Earnin infers the person’s pay cycle and debits their account the amount they’ve borrowed on their payday. Earnin charges no fees or interest; instead, it operates on a pay it forward revenue model some would balk at. Earnin users have the option to “tip” the app after each transaction and that tip, in turn, is used to fund the next user’s withdrawal. If a user tips more than Earnin thinks is reasonable for the given withdrawal, it will notify the user and give them the option to dial back the tip amount.

What the company has found is that users are usually more than happy to contribute to the Earnin community of workers.

“So often, people are trying to help each other out,” Palaniappan said. “That’s the most powerful piece — how much support the community is providing to each other.”

Earnin was launched in 2014 and has previously raised $65 million in venture capital funding. With the latest investment, it will expand its engineering and product teams across its offices in Palo Alto — where it’s headquartered — as well as in Cincinnati and Vancouver.

The app, often among the App Store’s top 10 financial apps, has more than 1 million downloads, the company says, and is used by employees at more than 50,000 companies — many of which check the app every day. Palaniappan says its users are working more than 15 million hours per week. If each user works an estimated 40 hours per week, that means the app has roughly 375,000 weekly active users.

He added that the startup’s growth in the last four years has been “quite remarkable.” Given the investor support it’s received, it’s likely to step into “unicorn” territory soon. Ribbit Capital, for example, is a leading fintech investing firm with capital invested in Coinbase, Revolut, Gusto, Wealthfront, NuBank, Brex and more.

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Boosted nabs $60M as the electric skateboard maker looks to build something new

Boosted has scored some serious cash as it looks to move beyond the world of electric skateboards to conquer new forms of personal transportation.

The startup announced today that it has closed a $60 million round of Series B funding co-led by Khosla Ventures and iNovia Capital. Stanford-StartX Fund and Bay Meadows also participated in the round. Boosted has now raised north of $70 million.

Founded in 2012, the company is the most recognizable name in the growing field of electric skateboards, but Boosted is now looking to grow its ambitions to new personal transportation verticals in the “light vehicle type” category.

So, does this mean Boosted is building a scooter?

Well, that certainly seems like a serious possibility, though we mainly just have a statement from Khosla Ventures partner Samir Kaul to go off of at the moment.

“From day one, Boosted has been built as a scalable light electric vehicle company that can expand its portfolio to all kinds of vehicle form factors, including perfecting the vehicle types we see on the street today, and introducing others that are more novel,” Kaul wrote in a release. “We’re very much looking forward to 2019 and sharing what is coming next.”

The company’s bread-and-butter has long been their longboards, but they switched things up a little bit this year when they introduced the $749 Boosted Mini S. The shortboard shrunk the company’s form factor, but more critically lowered the cost of entry to their line of products.

The company also pushed further into the high-end with the $1,599 Boosted Stealth. More interestingly, the new line of hardware started being built entirely in-house. The wheels, the decks and the trucks are all Boosted-built.

With $60 million in fresh funding, investors are obviously channeling some of their newfound excitement in bike and scooter transportation platforms into the Boosted brand. While the on-demand platforms have largely been the ones gathering venture cash to date, Boosted has developed a pretty solid brand name for itself in the electric skateboard space, one that can probably step into new vehicle verticals with a certain level of prestige already attached.

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Juul Labs gets $12.8 billion investment from Marlboro maker Altria Group

After a long year fighting underage use of its products, Juul Labs has today struck a deal with Altria Group, the owners of Philip Morris USA and makers of Marlboro cigarettes.

The deal values Juul at $38 billion, according to Bloomberg, and injects the company with a fresh $12.8 billion in exchange for a 35 percent stake in Juul Labs.

Here’s what Juul Labs CEO Kevin Burns had to say in a prepared statement:

We understand the controversy and skepticism that comes with an affiliation and partnership with the largest tobacco company in the US. We were skeptical as well. But over the course of the last several months we were convinced by actions, not words, that in fact this partnership could help accelerate our success switching adult smokers. We understand the doubt. We doubted as well.

He goes on to explain the strict criteria Juul Labs had for a potential investor, particularly one from the Big Tobacco space. For one, Altria entered into a standstill agreement that limits to 35 percent the company’s ownership in Juul. Altria also must use its database and its distribution network to get out to current smokers the message of Juul.

For the past year, many have seen Juul as a dangerous toy for teenagers. In November, FDA Commissioner Scott Gottlieb announced new measures for the e-cig industry meant to keep the products out of the hands of teens. One of those measures includes restricting the sale of flavored non-combustible tobacco products beyond the usual cigarette flavors of tobacco and menthol.

But after nearly a year of playing defense, this new deal marks a bit of an offensive push from Juul Labs. The company has always stressed that its main goal is to give smokers a meaningful alternative to combustible cigarettes. Partnering with Big Tobacco may not seem like the best way to do that, optically speaking. But Altria has agreed to a few measures that would get into the hands of actual smokers information about Juul, including:

  • providing Juul with access to its retail shelf space, meaning that Juul’s tobacco and menthol products will be merchandized right alongside Altria combustible cigarettes
  • Altria will include direct communications about Juul to adult smokers through cigarette pack inserts and mailings via Altria companies’ databases
  • Altria will support Juul via its logistics and distribution networks, as well as its sales team, which works with more than 230,000 retail locations

In the release, Altria said that part of the reason for the investment is simply that the organization understands change is coming to the tobacco industry.

Howard Willard, Altria’s chairman and chief executive officer, had this to say in a prepared statement:

We are taking significant action to prepare for a future where adult smokers overwhelmingly choose non-combustible products over cigarettes by investing $12.8 billion in JUUL, a world leader in switching adult smokers. We have long said that providing adult smokers with superior, satisfying products with the potential to reduce harm is the best way to achieve tobacco harm reduction. Through JUUL, we are making the biggest investment in our history to achieve that goal. We strongly believe that working with JUUL to accelerate its mission will have long-term benefits for adult smokers and our shareholders.

Altria has made a few big moves lately, including acquiring a 45 percent stake in cannabis company Cronos earlier this month. The company also announced this month that it would discontinue its own e-cig products, including all MarkTen and Green Smoke e-vapor products, and VERVE oral nicotine products.

“This decision is based upon the current and expected financial performance of these products, coupled with regulatory restrictions that burden Altria’s ability to quickly improve these products,” read the press release. “The company will refocus its resources on more compelling reduced-risk tobacco product opportunities.”

Now we know that those opportunities look like an extra-long thumb drive called Juul.

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Cinven acquires One.com, one of Europe’s biggest hosting providers with 1.5M customers

One of the biggest providers of domain names and web hosting in Europe is changing hands today. One.com, which has around 1.5 million customers mainly across the north of the region, has been sold by private equity firm Accel-KKR to Cinven, another PE player that focuses on investments in Europe.

Terms of the deal are not being disclosed, but as a rough guide, Cinven once owned and sold another European hosting provider of comparable size: it acquired Host Europe Group in 2013 for $668 million and then sold it in 2016 for $1.8 billion to GoDaddy two years ago almost to the day. At the time of the sale, Host Europe Group also had about 1.5 million customers.

One.com and its business segment represent a significant, if not wildly evolving, part of the tech landscape: for as long as businesses and consumers continue to use the web, there will be a need for companies who sell and host domain names and provide services around that.

With a catchy domain name of its own, One.com has been riding the wave of that solidity of purpose for several years already. KKR-Accel says that organic growth at the company has been accelerating at a rate of 20 percent and that revenues under its four-year ownership doubled to €60 million ($69 million) with profitability growing 50x on a marketing pitch in which it positions itself as the ‘budget’ option to businesses.

“The vision of One.com since its founding has been to deliver value-added and easy-to-use solutions to small- and medium-sized businesses and prosumers,” said Jacob Jensen, Founder and CEO of One.com, in a statement. He is staying on to continue leading the company.

Cinven says it is interested in growth the business by way of acquisition, specifically: “There are opportunities to accelerate the growth of the business organically and through acquisition.”

In other words, expect some consolidation moves in the future where some of the smaller providers in Europe potentially get gobbled up to create a bigger entity with better economies of scale. That’s needed not just because GoDaddy has ramped up its presence here, but because the likes of Amazon has only grown in stature and provides a number of other services to users to make its offerings more sticky.

“We are very excited to invest in One.com alongside Jacob. It is a high quality business with an attractive brand and scalable technology platform, operating in a market with structural growth drivers,” said Thomas Railhac, Partner at Cinven, in a statement. “This is a subsector we know well through Cinven’s successful investment in HEG in Fund 5, continuing to invest in both the organic growth story and targeted acquisitions.”

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Gamelearn closes $5M Series A to develop video games for corporate training

Gamelearn, which develops video games to deliver corporate training, has scored $5 million in Series A funding. Participating in the new financing round is previous backer Kibo Ventures, along with Oak3Capital, All Iron Ventures, UL Invest, and Inveready.

The Madrid-based startup says that it will use the new capital to boost the company’s production of “serious games” and reinforce its international presence. It currently has customer a base of 2,000 clients, spanning 50 countries. Those clients include LG, Thyssen Krupp, UPS, Hyundai, P&G, KPMG, Tetrapak, and Merck&Co.

Founded in 2007, Gamelearn is attempting to shake up the corporate training industry via its in-house developed game-based learning solutions and gamification for corporations. Its video games and simulators are designed to “train, communicate, inform, raise awareness and engage” employees. The company’s founders are Ibrahim Jabary, Mai Apraiz and Eduardo Monfort, each of whom has experience in corporate training.

Their take is that the startup’s bespoke video games and simulators can be used to meet a plethora of corporate needs, such as internal communication, digital transformation, management of change, leadership training, negotiation, time management, customer service, product training, project management or compliance.

“Corporate training is boring and non-engaging,” Gamelearn co-founder Mai Apraiz tells me. “Only 30 percent of e-learning courses are completed, meaning 3 out of 4 dollars invested in e-learning are wasted by corporations around the world. We create fun and engaging training experiences that allow our clients to achieve a 93 percent completion rate”.

Apraiz says these experiences are delivered through high-quality content, gamification, and simulation in a single product, which, she claims, no other company does. “The quality of our games is the best in the market. You can compare our products by checking our competitors’ websites against our own. That’s why we are the most awarded game-based learning company in the world”.

Proof that European tech companies are increasingly thinking globally, including pan-European, Gamelearn not only sells its products internationally, but offers “Customer Success” support in 4 different languages, and the startup’s games are translated into a dozen different languages.

On Gamelearn’s business model, Apraiz says the company sells licenses to play its games on the Gamelearn platform or on other commercial Learning Management Systems that it integrates with. “We sell projects as well as subscriptions,” she adds.

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Square Roots is bringing more transparency to its produce

If you’re concerned about what you eat, there’s a good chance you’ve looked at the food in the supermarket, or in your fridge, and wondered where it actually comes from. Now urban farming incubator Square Roots is introducing a new way for you to check full history of the produce that you’re about to purchase.

To do so, you just scan the QR code or type in the lot number that the company says will be included in the packaging of all its produce moving forward. Either way, you’ll be taken to to what Square Roots calls a Transparency Timeline. You can actually try this out on the QR codes included in the announcement — the timelines show where and when the produce was planted, grown and harvested, and when it was delivered to the store.

To do this, Square Roots says it’s taking advantage of its indoor growing system, which involves refurbished, climate-controlled shipping containers, as well as “software that enables us to monitor and control every aspect of the process” — that’s supposed to help the farmers who are being trained at Square Roots, but apparently it gives the company data that it can package for consumers too.

Square Roots Transparency Timeline

In the announcement, Kimbal Musk (who founded Square Roots with Tobias Peggs) laid out the reasoning behind the Transparency Timeline:

Consumers across the world are demanding greater transparency into where and how their food is grown — and with good reason. As mentioned above, this past Thanksgiving, another ecoli outbreak resulted in the recall of all romaine lettuce grown in the US. This was the third such outbreak in the last two years. It put millions of consumers at major risk of foodborne illnesses. The situation was compounded by opaque supply chains in the Industrial Food System, making it ridiculously difficult to accurately trace the source of guilty pathogens. To their credit, the big lettuce producers did eventually react, and agreed to start labeling their products with a mark of the state in which their products are grown. But that’s not enough. Consumers demand — and deserve — to know more.

Musk acknowledged that some companies are trying to use blockchain technology to introduce more transparency to the food supply chain, but he suggested that the results have been “underwhelming,” and that the solution is more straightforward: “What people want to know, simply, is where and how was my food grown and who grew it? With that information, they can make their own informed choices about whether to trust the food and whether to buy it.”

Square Roots produce is only sold in select New York City locations, so the rest of you probably won’t get a chance to try this out in your own supermarket anytime soon. But it sounds like Musk has expansion plans, and he said, “As we scale, we will keep building local farms in the same neighborhood as the consumers — so we can always own the supply chain end to end.”

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Did unicorns like Lyft and Uber wait too long?

It was several years ago, at a tech conference in Laguna Beach, Calif., that the venture capitalist Bill Gurley issued one of what would become repeated warnings that startups were staying private too long. Comparing companies that refuse to go public to undergrads whose college careers extend several years past the point that they should, Gurley suggested they should be embarrassed, not proud, for keeping their shares in private hands. “Until you get liquid, you really haven’t accomplished anything,” Gurley said.

Whether Gurley was referring to Uber at the time, only he knows. Though his firm, Benchmark, eventually forced out Travis Kalanick, the co-founder and longtime CEO of Uber, the tipping point was seemingly not Kalanick’s determination to keep Uber privately held as long as possible, but rather an investigation into sexual harassment investigations and the employee misconduct that was discovered in the process.

Either way, it’s looking increasingly like Gurley had a point. As you may have noticed if you care anything about the public markets, they took a nosedive today. In fact, they fell to a new low for the year this afternoon, a reaction in part to the Federal Reserve’s decision earlier today to raise its benchmark overnight lending rate for the fourth time in 2018.

The Fed also signaled minimal rate hikes for next year — forecasting two rate hikes instead of three — but investors were apparently hoping for even better news.

It’s hard to blame them for seeking out more of a silver lining, given everything else that’s going on. Tech stocks are getting battered, with the FANG companies (Facebook, Apple, Netflix and Google) down meaningfully from their share prices of six months ago. (Amazon has held up the best.)

The economy of China — the U.S.’s third largest export partner and its largest import partner — is slowing sharply, which is expected to have an impact on the U.S. and world economies. Add trade tensions into the mix, a sprinkling of uncertainty about regulations, a splash of a possible government shutdown and the growing prospect that Donald Trump will be impeached, and you start to appreciate why the market is finally going off the rails.

Despite so much uncertainty, Uber, Lyft, Slack and now Pinterest, among many others, are racing to become publicly traded at long last. According to Dealogic data quoted in today’s WSJ, 38 unicorn companies went public this year, and more are expected to test the market in 2019. Their venture backers will tell you it’s because the markets recognize a strong growth company when they see it, and that each is finally positioned well to tell their story, aided by some dazzling metrics. Yet it seems just as likely that they see the window, which flew open this year, starting to swing back in the other direction. And if this month is any indicator, it could be hard to pry it open again, at least in the first quarter or two.

“The market is basically closed between now, and the start of a new year is always slow because companies don’t start roadshows [until the markets re-open],” says Kathleen Smith, a principal of Renaissance Capital and the manager of its IPO exchange-traded fund. Pre-IPO companies like Uber are also waiting on their audits to close before they put any numbers in a public document, she notes. But it could be far from smooth sailing after that, suggests Smith. “In normal times, late January and February and March become very active, but we aren’t in a typical market. I can predict from other times that we’ve seen a bear market like this that it will have an impact on IPO activity.”

It’s all part of a vicious cycle, Smith suggests. As public market shareholders begin to feel less affluent and more risk averse, they start redeeming their public market shares. That leaves fund managers who might otherwise gamble on new issuers with less capital to invest, and less flexibility. “Investors are just not going to want to take on any risk positions when market has [taken a turn for the worse],” says Smith.

Put another way, if the markets are as crummy early next year as looks to be the case, it’s too bad, too sad for unicorn companies. “They made the choice to stay private and get capital,” says Smith. “I’ve stated many times that they should be getting while the getting is good. The pain can happen if money dries up, and it will dry up when the public market dries up.” 

That doesn’t mean tech’s favorite unicorn companies are doomed, of course, especially those that can show strong fundamentals. For her part, Smith notes that what often happens in a downturn is that offerings get heavily discounted. “Valuations will be chopped if the companies want investors to participate. They’ll have to be sure to make money.”

Even if they don’t get the rich prices that ambitious bankers might pitch them (or that their VCs assigned them before that), they can always grow into the valuations their investors want to see. One need look no further than Facebook to remember why a bumpy offering doesn’t mean all that much longer term.

“Just because a stock crashes below its IPO price isn’t a sign of a bubble,” says Pivotal Research analyst Brian Wieser. “You also have to keep in mind the dynamic of companies going public,” he says. “You expect IPOs to be overvalued. Investors in these companies are necessarily selling to the greatest fool.”

Still, there may be fewer fools willing to buy what they are selling than there might have been this year or last, and if those numbers really change, today’s unicorns will look like tomorrow’s donkeys. They’re certainly going to face more scrutiny than they might have had they moved sooner.

“Maybe we’ll roar into 2019 and all will be well,” says Lise Buyer, the founder of Class V Group, an advisory firm for IPOs. “But to the extent that investors will be more selective, they’ll look at path to profitability, and they’ll look at the valuations these companies took when they were private.” Then they’ll do their own math, suggests Buyer.

If the market is truly shifting, public market shareholders “won’t care what valuations companies achieved when they were private,” says Buyer. “They’ll only be willing to pay what they are willing to pay.”

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WhatsApp makes group calls easier, but calls still limited to four people

WhatsApp is making group calls easier with a change to the way its mobile app works. Before, users would have to start a 1:1 video call, then add participants — there wasn’t an option to begin a group call at once, the company says. Now, the design has been updated so you can start group calls with just a couple of taps.

In the new design, you can go to the group whose members you want to call, then tap on the phone icon at the top-right corner of the screen to get started. From the next screen, you’ll tap the contacts within the group you want to call, then tap the voice or video button — depending on what type of call you want to make.

The company added a new way to make group calls from the Calls tab, as well.

With the update, you can tap the new Call icon on the top-right corner of the screen, pick the contacts you want to call and again pick either the voice or video icon.WhatsApp currently supports calling up to four people at one time.

That’s fewer than is supported on other top mobile messaging services — like Apple’s FaceTime, which was updated in October to support 32 people (up from only two people before); or Messenger, which can support up to 50 people in a call, for example. However, WhatsApp’s group call feature itself is still fairly new — it was officially rolled out at the end of July this year.

For a smaller group, it’s still a useful way to connect with friends and family without having to tap into your cellular plan’s voice minutes. Calls are also end-to-end encrypted, which makes it a good option for privacy seekers — that is, if you believe that any app owned by Facebook can fit that description.

WhatsApp warns that all members should have a good internet connection before using the group calling feature, as the quality of the call will depend on the contact with the weakest connection.

The update is available now to iPhone users and is rolling out “soon” on Android.

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Crew, a Workplace and Slack messaging rival for shift workers, raises $35M, adds enterprise version

When it comes to shift workers communicating with each other in the workplace when they are not face-to-face, gone are the days of cork announcement boards. Now, the messaging app is the medium, and today one of the startups tackling that opportunity in a unique way has raised a round of funding to get to the next stage of growth.

Crew, a chat app that specifically targets businesses that employ shift workers who do not typically sit at computers all day, has now raised $35 million in Series C funding from DAG Ventures, Tenaya Capital and previous backers Greylock Partners, Sequoia Capital, Harrison Metal Capital and Aspect Ventures. With the funding news, it’s also announcing the launch of a new feature called Crew Enterprise, which helps businesses better manage messaging across large groups of these workers.

The funding and new product come on the heels of the company hitting 25,000 organizations using its service — many of them multi-store retailers with an emphasis in the food industry; household names like Domino’s Pizza and Burger King — with some strong engagement. Its users are together sending some 25 million messages or responses to other messages each week, on average six times per day per user, with more than 55 percent of its whole user base logging in on an average day.

There are quite a lot of messaging apps out in the market today, but the majority of them are aimed at so-called knowledge workers, people who might be using a number of apps throughout their day, who often sit at desks and use computers alongside their phones and tablets. Crew takes a different approach in that it targets the vast swathe of other workers in the job market and their priorities.

As it turns out, co-founder and CEO Danny Leffel tells me that those priorities are focused around a few specific things that are not the same as those for the other employment sector. One is to get the latest shift schedules for work, especially when they are not at work; another is to be able to swap those shifts when they need to; and a third, largely coming from the management end, is to make sure that everything gets communicated to the staff even when they are not in for work to attend a staff meeting.

“Some of the older practices feel like versions of a Rube Goldberg machine,” he said. “The stories we hear are quite insane.” Shift schedules, he said, are an example. “Lots of workplaces have rules, where you can’t call in to check the schedule because it causes employees to come off the floor. One hotel manager told us he couldn’t hold staff meetings with everyone there because he runs a 24/7 workplace so some people would have to come in especially. One store GM from a supermarket chain told us that the whole store has only one email address, so when an announcement goes out, the GM prints that and hands it to everyone. And the problems just compound when you talk to them.”

Crew is by no means the only business internal messaging service that is aiming to provide a product specifically for shift workers. Workplace, Facebook’s own take on enterprise communications, has also positioned itself as a platform for “every worker,” and has snagged a clutch of huge clients such as Walmart (2.2 million employees globally) and Starbucks (254,000) to fill out that vision.

Leffel, however, paints a sightly different picture of how this is playing out, since in many cases even when a company has been “won” as a global customer that hasn’t translated to a global roll out.

“Starbucks is theoretically using Workplace, but it’s been deployed only to managers,” he said. “We have almost 1,000 Starbucks locations using Crew. We knew we had a huge presence there, and we were worried when Facebook won them, but we haven’t seen even a dent in our business so far.”

Leffel has had some previous experience of getting into the ring with Facebook — although it hasn’t ended with him the winner. His previous startup, Yardsellr, positioned itself as the “eBay of Facebook,” working as a layer on top of the big social network for people to sell items. It died in 2013, when Facebook took a less friendly turn to Yardsellr using Facebook’s social graph to grow its own business (it was a time when it was cutting off apps from Zynga for similar reasons). Today, Facebook itself owns the experience of selling on its platform via Marketplace.

Crew seems to have found a strong foothold among enterprises in terms of its usefulness, not just use, which is one sign of how it might have more staying power.

survey it conducted among 50,000 of its users found that 63 percent of leaders who use Crew report fewer missed shifts and 70 percent see increased motivation on their team. Crew worked out that among respondents, it is generating time savings of four or more hours per week for 93 percent of surveyed managers. And because of better communication, people are working faster when handing off things to each other on the front line — a Domino’s Pizza franchisee sped up delivery punctuality by 23 percent as one example. (The company offers services on three tiers, ranging from free for small teams, Pro at $10 per month per location and to Enterprise priced on negotiation.)

Crew’s new enterprise tier is aiming to take the company to the next step. Today, Leffel says that a lot of its customers are buying on a location-by-location basis. The idea with Crew Enterprise is that larger organizations will be able to provide a more unified experience across all of those locations (not to mention pay more for the functionality). Managers can use the service to message out details about promotions, and they have a better ability to manage conversations across the platform and also get more feedback from people who are directly interacting with customers. Meanwhile, admins also gain better ability to manage compliance.

If some of this sounds familiar, it’s not just because Workplace is the only one that is also targeting the same users. Dynamic Signal and Zinc (formerly Cotap) are two other startups that are also trying to provide better messaging-based communications to more than just white-collar knowledge workers. Crew will have its work cut out for it, but there is a lot of room for now for multiple players.

“We are seeing a shift in the marketplace, going from ‘absolutely don’t use your phone at work’ to ‘don’t use it when customers are present,’” Leffel said of the opportunity. “Some have started to change the rules to allow workers to use their own phones to perform price checks. We are solving for this evolving workflow.”

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