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Australian growth marketing agency Ammo helps startups calibrate their efforts
When you are the founder of a young startup, it is always very hard to gauge the right amount of effort to dedicate to marketing. Botch it and you risk looking unprofessional. Hire a traditional agency and you might be wasting time and money.
Australian growth marketing agency Ammo, in contrast, wants to make sure that its clients aren’t overinvesting nor underinvesting. Geared toward tech startups, it boasts that it has “supercharged the growth of over 200 innovative businesses,” from fintech and SaaS to hardware.
Ammo is based in Perth and an active member of Western Australia’s startup community, where it is “very highly regarded,” in the words of the survey respondent who recommended it to TechCrunch. But if that person decided to work with Ammo, they said it’s because “their results spoke.” (If you have growth marketing agencies or freelancers to recommend, please fill out our survey!)
After reading this, we reached out to Ammo’s director Cam Sinclair for insights on early-stage brand development, marketing readiness and more. Check out our interview below:
Editor’s note: The interview below has been edited for length and clarity.
Can you give us an overview of Ammo?
Cam Sinclair: Ammo is a growth marketing team based in Perth, Western Australia. We work with startups and innovative businesses to help them set and reach their growth goals.
Cam Sinclair. Image Credits: Aline Kuba(opens in a new window)
We’ve been in this community for seven years now, and have a small, lean team from a variety of backgrounds — none of which are traditional marketing.
As a nerdy kid I loved tech and was fascinated by how business works. I always knew I wanted to find some way to help founders and innovators get their great ideas out into the world. After working in political campaigns, I realized that many of the skillsets overlapped with what startups need: moving fast, being lean, communicating well, being adaptable and staying flexible.
That inspired me to grow an “anti-agency” where startup founders could genuinely feel like they had someone on their team who understood their challenges and the risks they were taking.
How do you collaborate with startups?
Our services cater to every stage of the founder journey. When you’re starting, you’ll need a brand, strategy and the marketing infrastructure to reach early customers. As you’re growing, you’ll need ongoing marketing campaigns and automation that bolsters your funnel. As you’re maturing, you’ll need the broader reach that PR and ongoing strategic advice provides.
We like to keep engagements as flexible as possible because startups are always discovering new marketing opportunities or customer needs. Some relationships are ongoing, others are quick projects completed in a week. Our long-term relationships start with a growth strategy workshop, where we identify a north star metric so that everyone is pulling in the same direction from day one.
Our workshops help startup teams design a customer journey using the pirate metrics framework and turn that into a clear, step-by-step action plan which they can implement or outsource.
Have you worked with a talented individual or agency who helped you find and keep more users?
Respond to our survey and help other startups find top growth marketers they can work with!
There’s a survey on your site that encourages companies to check whether they are “ready for growth marketing.” What are the high-level points that make a company ready?
It’s really about having a small number of early fanatical customers — evangelists. Many people call it product-market-fit, but it’s really customer fit.
There is little point in lighting a rocket under a startup to grow and reach a wide audience without a clear, confident direction. Sure, you might get somewhere fast, but where are you going?
We’ve made the mistake of taking on clients who were too early for growth, so we know how important it is to say “no” when it’s not a good fit. We can direct all the traffic in the world to your website, but without customer fit you’ll be fighting for every sale.
Startups need to get a few things right to be primed for growth. Not every startup will be ready for what we can do for them. We’re focused on our own customer fit too.
For one-on-one work, who are your typical clients?
Our most successful relationships are with startups who have already established customer fit and are looking to grow quickly. We work with B2B and B2C SaaS companies, as well as more traditional businesses who are looking to disrupt the way things are done in their industry.
We’ve grown startups in Australia and abroad, including neuroscience startup Humm, based in Berkeley, California. We worked with them to identify early customers and preorder channels while they were gathering initial investment, build a learning/experimenting system within the team as they grew and, more recently, provide advisory at a strategic level.
What mistakes do you help startups avoid when it comes to branding?
After working with over 230 startups, we know what works and what doesn’t. Our clients work with us because they know we can help them avoid the pitfalls that inexperienced founders regularly fall into and make the most of the tight budgets that startups run on.
Marketing agencies are taking money that startups don’t have to build brand identities that startups don’t need. We would much prefer to see those resources invested into building their product and talking to their customers.
That said, it’s important for a landing page or slide deck to be believable to customers, investors and partners — and when startups underinvest in their branding, people are less likely to hand over their attention, email address and money.
For example, some clients often don’t even have suitable logo files or a wide enough color palette to create websites that effectively convert people into customers. If someone can’t clearly see your “sign-up” button when they land on your website because everything on your website is blue, it doesn’t matter how good your product or service is.
Can you explain why you advise startups to create a “minimum viable brand”?
The temptation in the startup world is to use a freelancer through an online marketplace (or even worse — letting an overenthusiastic employee create a logo in PowerPoint). But this usually results in a surface-level logo design without any consideration for how it might develop over time or fit within a larger brand identity.
Other startups might work with an agency to create a brand identity, and this can lead to brand overkill — stationery kits, photography, lofty mission statements and endless meetings. None of which pre-seed startups need yet. This process wastes time and money better spent elsewhere and traps pivoting startups with an expensive brand that can’t evolve as they do.
We take branding processes used by world-class agencies and distill it down to the core parts of the brand you need right now. This leads to a minimum viable brand identity that’s built to grow and created with the expectation that it will change as your startup does. It’s inspired by lean methodology and the minimum viable product (MVP) — it’s built to challenge assumptions and catch the attention of customers without overinvesting.
What’s the process you follow to help startups develop their minimum viable brand?
Initially we help them come up with a name.
Naming is important so we generally invest time into this part to avoid changing it in the future if possible. We want to make sure it meets the basic principles of distinctiveness, brevity, appropriateness, easy spelling and pronunciation, likeability, extendibility and protectability (based on Marty Neumeier’s branding-in-business book Zag).
From there we design a logo. A good logomark (the “icon” part of the logo) is generally figurative and not literal. It should be scalable, simple and work in multiple environments including single color black or white. The logo is then complemented with brand color selections, fonts and simple imagery direction to create a basic but useful brand guide.
Most importantly, we believe your startup’s brand guidelines should be available publicly online, rather than in a PDF hidden in a folder on your Dropbox. Somewhere that you can direct your team members and partners to so you can ensure everyone can maintain brand consistency.
How does Ammo compare to having an in-house CMO?
Like a CMO, we’re strategic. But unlike a CMO, we have experience with hundreds of startups across dozens of industries — we can pull insights and lessons from unexpected places when we’re working with clients.
While we align closely with commercial goals like an in-house CMO, we also know the importance for startups to move quickly. That’s why everyone at Ammo rolls up their sleeves and gets things done for our clients.
We don’t have the mindset of taking months to develop an annual marketing strategy, we want to help our clients get in front of customers quickly, collect valuable data along the way and stay nimble to adapt when they need it.
How do you and your clients measure your impact?
At Ammo, we don’t measure time, we measure outcomes. At the start of every project we define what success looks like with the client. Every client is different, and we’re responsive to that. We check back in with ongoing clients in monthly meetings to see how we’re tracking toward the success metric we agreed on, adjusting as necessary.
All of this is measured through quantitative analytics, qualitative feedback from customers and gut instinct.
In the past we have described our role as making ourselves obsolete — that our clients would grow large enough to be able to hire their own in-house marketing team. Today we still retain many of these client relationships in different ways, by providing more strategic advice. Those long-term relationships are the greatest indication to us that we’ve had a valuable impact.
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The next healthcare revolution will have AI at its center
The global pandemic has heightened our understanding and sense of importance of our own health and the fragility of healthcare systems around the world. We’ve all come to realize how archaic many of our health processes are, and that, if we really want to, we can move at lightning speed. This is already leading to a massive acceleration in both the investment and application of artificial intelligence in the health and medical ecosystems.
Modern medicine in the 20th century benefited from unprecedented scientific breakthroughs, resulting in improvements in every aspect of healthcare. As a result, human life expectancy increased from 31 years in 1900 to 72 years in 2017. Today, I believe we are on the cusp of another healthcare revolution — one driven by artificial intelligence (AI). Advances in AI will usher in the era of modern medicine in truth.
Over the coming decades, we can expect medical diagnosis to evolve from an AI tool that provides analysis of options to an AI assistant that recommends treatments.
Digitization enables powerful AI
The healthcare sector is seeing massive digitization of everything from patient records and radiology data to wearable computing and multiomics. This will redefine healthcare as a data-driven industry, and when that happens, it will leverage the power of AI — its ability to continuously improve with more data.
When there is enough data, AI can do a much more accurate job of diagnosis and treatment than human doctors by absorbing and checking billions of cases and outcomes. AI can take into account everyone’s data to personalize treatment accordingly, or keep up with a massive number of new drugs, treatments and studies. Doing all of this well is beyond human capabilities.
AI-powered diagnosis
I anticipate diagnostic AI will surpass all but the best doctors in the next 20 years. Studies have shown that AI trained on sizable data can outperform physicians in several areas of medical diagnosis regarding brain tumors, eye disease, breast cancer, skin cancer and lung cancer. Further trials are needed, but as these technologies are deployed and more data is gathered, the AI stands to outclass doctors.
We will eventually see diagnostic AI for general practitioners, one disease at a time, to gradually cover all diagnoses. Over time, AI may become capable of acting as your general practitioner or family doctor.
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Near Space Labs closes $13M Series A to send more Earth-imaging robots to the stratosphere
The decreasing cost of launch and a slew of other tech innovations have brought about a renaissance in geospatial intelligence, with multiple startups aiming to capture higher-quality and more frequent images of Earth than have ever before been available.
Most of these startups, however, are focused on using satellites to collect data. Not so for Near Space Labs, a four-year-old company that instead aims to gather geospatial intelligence from the stratosphere, using small autonomous wind-powered robots attached to weather balloons. The company has named its platform “Swifty,” and each one is capable of reaching altitudes between 60,000 and 85,000 feet and capturing 400-1,000 square kilometers of imagery per flight.
The company was founded in 2017 by Rema Matevosyan, Ignasi Lluch and Albert Caubet. Matevosyan, who is an applied mathematician by training and previously worked as a programmer, did her masters in Moscow. There, she started doing research in systems engineering for aerospace systems and also flew weather balloons to test aerospace hardware. “It clicked that we can fly balloons commercially and deliver a much better experience to customers than from any other alternative,” she told TechCrunch in a recent interview.
Four years after launch, the company has closed a $13 million Series A round led by Crosslink Capital, with participation from Toyota Ventures and existing investors Leadout Capital and Wireframe Ventures. Near Space Labs also announced that Crosslink partner Phil Boyer has joined its board.
Near Space, which is headquartered in Brooklyn and Barcelona, Spain, is primarily focused on urbanized areas where change happens very rapidly. The robotic devices that attach to the balloons are manufactured at the company’s workshop in Brooklyn, which are then shipped to launch sites across the country. The company’s CTO and chief engineer are both based in Barcelona, so the hardware R&D takes place over there, Matevosyan explained.
The company currently has eight Swifies in operation. It sells the data it collects and has developed an API through which customers can access the data via a subscription model. The company doesn’t need to have specific launch sites — Matevosyan said Swifties can launch from “anywhere at any time” — but the company does work in concert with the Federal Aviation Administration and air traffic control.
The main value proposition of the Swifty as opposed to the satellite, according to Matevosyan, is the resolution: From the stratosphere, the company can collect “resolutions that are 50 times better than what you would get from a satellite,” she said. “We are able to provide persistent and near real-time coverage of areas of interest that change very quickly, including large metro areas.” Plus, she said Near Space can iterate it’s technology quickly using Swifties’ “plug-and-play” model, whereas it’s not so easy to add a new sensor to a satellite fleet that’s already in orbit.
Near Space Labs founders (from left): Ignasi Lluch, Rema Matevosyan and Albert Caubet. Image Credits: Near Space Labs (opens in a new window)
Near Space has booked more than 540 flights through 2022. While customers pay for the flights, the data generated from each trip is non-exclusive, so the data can be sold again and again. Looking ahead, the company will be using the funds to expand its geographical footprint and bring on a bunch of new hires. The goal, according to Matevosyan, is to democratize access to geospatial intelligence — not just for customers, but on the developer side, too. “We believe in diverse, equal and inclusive opportunities in aerospace and Earth imaging,” she said.
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Fivetran hauls in $565M on $5.6B valuation, acquires competitor HVR for $700M
Fivetran, the data connectivity startup, had a big day today. For starters it announced a $565 million investment on a $5.6 billion valuation, but it didn’t stop there. It also announced its second acquisition this year, snagging HVR, a data integration competitor that had raised more than $50 million, for $700 million in cash and stock.
The company last raised a $100 million Series C on a $1.2 billion valuation, increasing the valuation by over 5x. As with that Series C, Andreessen Horowitz was back leading the round, with participation from other double dippers General Catalyst, CEAS Investments, Matrix Partners and other unnamed firms or individuals. New investors ICONIQ Capital, D1 Capital Partners and YC Continuity also came along for the ride. The company reports it has now raised $730 million.
The HVR acquisition represents a hefty investment for the startup, grabbing a company for a price that is almost equal to all the money it has raised to date, but it provides a way to expand its market quickly by buying a competitor. Earlier this year Fivetran acquired Teleport Data as it continues to add functionality and customers via acquisition.
“The acquisition — a cash and stock deal valued at $700 million — strengthens Fivetran’s market position as one of the data integration leaders for all industries and all customer types,” the company said in a statement.
While that may smack of corporate marketing-speak, there is some truth to it, as pulling data from multiple sources, sometimes in siloed legacy systems, is a huge challenge for companies, and both Fivetran and HVR have developed tools to provide the pipes to connect various data sources and put it to work across a business.
Data is central to a number of modern enterprise practices, including customer experience management, which takes advantage of customer data to deliver customized experiences based on what you know about them, and data is the main fuel for machine learning models, which use it to understand and learn how a process works. Fivetran and HVR provide the nuts and bolts infrastructure to move the data around to where it’s needed, connecting to various applications like Salesforce, Box or Airtable, databases like Postgres SQL or data repositories like Snowflake or Databricks.
Whether bigger is better remains to be seen, but Fivetran is betting that it will be in this case as it makes its way along the startup journey. The transaction has been approved by both companies’ boards. The deal is still subject to standard regulatory approval, but Fivetran is expecting it to close in October.
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Bzaar bags $4M to enable US retailers to source home, lifestyle products from India
Small businesses in the U.S. now have a new way to source home and lifestyle goods from new manufacturers. Bzaar, a business-to-business cross-border marketplace, is connecting retailers with over 50 export-ready manufacturers in India.
The U.S.-based company announced Monday that it raised $4 million in seed funding, led by Canaan Partners, and including angel investors Flipkart co-founder Binny Bansal, PhonePe founders Sameer Nigam and Rahul Chari, Addition founder Lee Fixel and Helion Ventures co-founder Ashish Gupta.
Nishant Verman and Prasanth Nair co-founded Bzaar in 2020 and consider their company to be like a “fair without borders,” Verman put it. Prior to founding Bzaar, Verman was at Bangalore-based Flipkart until it was acquired by Walmart in 2018. He then was at Canaan Partners in the U.S.
“We think the next 10 years of global trade will be different from the last 100 years,” he added. “That’s why we think this business needs to exist.”
Traditionally, small U.S. buyers did not have feet on the ground in manufacturing hubs, like China, to manage shipments of goods in the same way that large retailers did. Then Alibaba came along in the late 1990s and began acting as a gatekeeper for cross-border purchases, Verman said. U.S. goods imports from China totaled $451.7 billion in 2019, while U.S. goods imports from India in 2019 were $87.4 billion.
Bzaar screenshot. Image Credits: Bzaar
Small buyers could buy home and lifestyle goods, but it was typically through the same sellers, and there was not often a unique selection, nor were goods available handmade or using organic materials, he added.
With Bzaar, small buyers can purchase over 10,000 wholesale goods on its marketplace from other countries like India and Southeast Asia. The company guarantees products arrive within two weeks and manage all of the packaging logistics and buyer protection.
Verman and Nair launched the marketplace in April and had thousands users in three continents purchasing from the platform within six months. Meanwhile, products on Bzaar are up to 50% cheaper than domestic U.S. platforms, while SKU selection is growing doubling every month, Verman said.
The new funding will enable the company to invest in marketing to get in front of buyers and invest on its technology to advance its cataloging feature so that goods pass through customs seamlessly. Wanting to provide new features for its small business customers, Verman also intends to create a credit feature to enable buyers to pay in installments or up to 90 days later.
“We feel this is a once-in-a-lifetime shift in how global trade works,” he added. “You need the right team in place to do this because the problem is quite complex to take products from a small town in Vietnam to Nashville. With our infrastructure in place, the good news is there are already shops and buyers, and we are stitching them together to give buyers a seamless experience.”
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Facetune maker Lightricks raises $130 million ahead of M&A plans
Facetune developer Lightricks, which operates more than a dozen subscription-based photo- and video-editing apps across iOS and Android, now has $130 million in new funding to further grow its business. The company’s newly announced Series D round includes $100 million in primary and $30 million in secondary funding, and now values the company at $1.8 billion. To date, Lightricks has raised $335 million.
The new round was co-led by New York-based VC firm Insight Partners and Hanaco Venture Capital and includes new investors Migdal Insurance, Altshuler Shaham and Shavit Capital. Existing investors Goldman Sachs Asset Management, Claltech, Harel Insurance and Finance, and Greycroft, also participated.
The company’s last round of funding was its pre-pandemic raise of $135 million, which minted the company as a unicorn.
Based in Jerusalem, Lightricks has been best known for its photo-editing app Facetune, which puts Photoshop-like retouching tools into the hands of consumers. The app quickly gained traction as online influencers tweaked their Instagram photos to look more polished, perfected and blemish-free. This growth wasn’t without controversy, however, as some argued how image-editing apps like Facetune took airbrushing too far, contributing to body image issues that now, Facebook’s internal research indicates, could have a negative effect on teenagers’ mental health.
But Facetune was only the beginning for what’s since become a mobile editing empire for Lightricks, at a time when everyone is trying to look their best online and create compelling content. Over the years, the company has rolled out the more powerful Facetune 2, along with other creativity and mobile photo apps that weren’t focused on selfies. It also expanded its product lineup beyond the creator crowd to bring a suite of tools to online marketers and small businesses. And last year, Lightricks more directly responded to the growth in online video as a form of self-expression with a new selfie retouching tool called Facetune Video — essentially Facetune for the TikTok era.
Image Credits: Lightricks
The company benefitted from COVID-19 lockdowns, as well, as more people participated online and creators, as a group, became more well-established as a way for brands to reach consumers. During peak lockdowns, the company saw a 90% increase in usage across its apps in the U.S. Meanwhile, downloads for its popular Videoleap video editing apps jumped 70% since the start of the pandemic, as TikTok adoption also grew.
Across its suite of apps, the company now touts 29 million monthly active users, where over 5 million are paid subscribers. Its users average around 78 million monthly exports, indicating Lightricks’ sizable impact on the creator economy. In 2021, Lightricks is on track for over $200 million in revenue and plans to grow that figure by 40% in the year ahead.
To do so, the company’s strategy will change. Instead of just developing its own apps, it’s now on the hunt for potential acquisitions.
“Our plan is to grow into a one-stop shop creator platform, supporting creators throughout their journey, from content creation to monetization,” says Zeev Farbman, CEO and co-founder of Lightricks. “To do so, we are broadening our acquisition activity, while developing other services in-house — our overall M&A objective is advancing our shift into the creator’s platform. To begin, we are planning between three to five acquisitions, each with a budget of tens of millions of dollars. However, we are also on the lookout for larger ticket size deals if there is enough conviction on both sides,” he notes.
Image Credits: Lightricks
The company will also enhance its own technology to develop tools and services that will help all creators with content production and monetization, and it will grow its team.
Currently, Lightricks has 460 employees and plans to add 60 more by the end of 2021. The longer-term goal is to grow the team to 1,000 employees by the end of 2023, across roles that include developers, designers and marketing. While most of this growth to date has taken place in Jerusalem, over the next two years, the company plans to grow its teams locally in Haifa, as well as internationally in London and Shenzhen. It may add other locations through M&As, as well.
The U.K. office is now the largest outside of Lightricks’ headquarters, with 23 people. This number is expected to climb to 35 by year-end and be closer to 50 or 60 by the end of 2022, with growth focused on the production of the company’s new photography app plus customer experience and marketing teams, which were previously only in Israel.
In the U.S., Lightricks is focused on content.
“Our U.S.-based activity will focus mostly on our content efforts that will provide a vast array of original, acquired and co-produced content to inspire, educate and entertain creators across the entirety of their careers,” notes Farbman. “This includes written, video, audio, short and long-form, fun and informative content,” he says.
Investors say they see the potential for Lightricks to continue to grow as the creator economy booms.
“The creator economy has changed the way we, as a society, experience social networks,” said Pasha Romanovski, co-founding partner of Hanaco Ventures, in a statement. “Audiences constantly consume information through the different content channels daily. Lightricks’ platform enables creators to have a broader, more professional, and higher-quality set of tools to optimize content. At a time when we are seeing content creators monetize content on social media at new levels, it is clear that Lightricks’ platform has the ability to create a one-stop shop that will be meaningful to its users,” he added.
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Airwallex raises $200M at a $4B valuation to double down on business banking
Business, now more than ever before, is going digital, and today a startup that’s building a vertically integrated solution to meet business banking needs is announcing a big round of funding to tap into the opportunity. Airwallex — which provides business banking services directly to businesses themselves as well as via a set of APIs that power other companies’ fintech products — has raised $200 million, a Series E round of funding that values the Australian startup at $4 billion.
Lone Pine Capital is leading the round, with new backers G Squared and Vetamer Capital Management, and previous backers 1835i Ventures (formerly ANZi), DST Global, Salesforce Ventures and Sequoia Capital China also participating.
The funding brings the total raised by Airwallex — which has head offices in Hong Kong and Melbourne, Australia — to $700 million, including a $100 million injection that closed out its Series D just six months ago.
Airwallex will be using the funding both to continue investing in its product and technology as well as to continue its geographical expansion and to focus on some larger business targets. The company has started to make some headway into Europe and the U.K. and that will be one big focus, along with the U.S.
The quick succession of funding and rising valuation underscore Airwallex’s traction to date around what CEO and co-founder Jack Zhang describes as a vertically integrated strategy.
That involves two parts. First, Airwallex has built all the infrastructure for the business banking services that it provides directly to businesses with a focus on small and medium enterprise customers. Second, it has packaged up that infrastructure into a set of APIs that a variety of other companies use to provide financial services directly to their customers without needing to build those services themselves — the so-called “embedded finance” approach.
“We want to own the whole ecosystem,” Zhang said to me. “We want to be like the Apple of business finance.”
That seems to be working out so far for Airwallex. Revenues were up almost 150% for the first half of 2021 compared to a year before, with the company processing more than US$20 billion for a global client portfolio that has quadrupled in size. In addition to tens of thousands of SMEs, it also, via APIs, powers financial services for other companies like GOAT, Papaya Global and Stake.
Airwallex got its start like many of the strongest startups do: It was built to solve a problem that the founders encountered themselves. In the case of Airwallex, Zhang tells me he had actually been working on a previous startup idea. He wanted to build the “Blue Bottle Coffee” of Asia Pacific out of Australia, and it involved buying and importing a lot of different materials, packaging and, of course, coffee from all around the world.
“We found that making payments as a small business was slow and expensive,” he said, since it involved banks in different countries and different banking systems, manual efforts to transfer money between them and many days to clear the payments. “But that was also my background — payments and trading — and so I decided that it was a much more fascinating problem for me to work on and resolve.”
Eventually one of his co-founders in the coffee effort came along, with the four co-founders of Airwallex ultimately including Zhang, along with Xijing Dai, Lucy Liu and Max Li.
It was 2014, and Airwallex got attention from VCs early on in part for being in the right place at the right time. A wave of startups building financial services for SMBs were definitely gaining ground in North America and Europe, filling a long-neglected hole in the technology universe, but there was almost nothing of the sort in the Asia Pacific region, and in those earlier days solutions were highly regionalized.
From there it was a no-brainer that starting with cross-border payments, the first thing Airwallex tackled, would soon grow into a wider suite of banking services involving payments and other cross-border banking services.
“In the last six years, we’ve built more than 50 bank integrations and now offer payments across 95 countries, payments through a partner network,” he added, with 43 of those offering real-time transactions. From that, it moved on to bank accounts and “other primitive stuff” with card issuance and more, he said, eventually building an end-to-end payment stack.
Airwallex has tens of thousands of customers using its financial services directly, and they make up about 40% of its revenues today. The rest is the interesting turn the company decided to take to expand its business.
Airwallex had built all of its technology from the ground up itself, and it found that — given the wave of new companies looking for more ways to engage customers and become their one-stop shop — there was an opportunity to package that tech up in a set of APIs and sell that on to a different set of customers, those who also provided services for small businesses. That part of the business now accounts for 60% of Airwallex’s business, Zhang said, and is growing faster in terms of revenues. (The SMB business is growing faster in terms of customers, he said.)
A lot of embedded finance startups that base their business around building tech to power other businesses tend to stay at arm’s length from offering financial services directly to consumers. The explanation I have heard is that they do not wish to compete against their customers. Zhang said that Airwallex takes a different approach, by being selective about the customers they partner with, so that the financial services they offer would not be in direct competition with those of its customers. The GOAT marketplace for sneakers, or Papaya Global’s HR platform are classic examples of this.
However, as Airwallex continues to grow, you can’t help but wonder whether one of those partners might like to gobble up all of Airwallex and take on some of that service provision role itself. In that context, it’s very interesting to see Salesforce Ventures returning to invest even more in the company in this round, given how widely the company has expanded from its early roots in software for salespeople into a massive platform providing a huge range of cloud services to help people run their businesses.
For now, it’s been the combination of its unique roots in Asia Pacific, plus its vertical approach of building its tech from the ground up, plus its retail acumen that has impressed investors and may well see Airwallex stay independent and grow for some time to come.
“Airwallex has a clear competitive advantage in the digital payments market,” said David Craver, MD at Lone Pine Capital, in a statement. “Its unique Asia-Pacific roots, coupled with its innovative infrastructure, products and services, speak volumes about the business’ global growth opportunities and its impressive expansion in the competitive payment providers space. We are excited to invest in Airwallex at this dynamic time, and look forward to helping drive the company’s expansion and success worldwide.”
Updated to note that the coffee business was in Australia, not Hong Kong.
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Flippa raises $11M to match online asset and business buyers, sellers
Flippa, an online marketplace to buy and sell online businesses and digital assets, announced its first venture-backed round, an $11 million Series A, as it sees over 600,000 monthly searches from investors looking to connect with business owners.
OneVentures led the round and was joined by existing investors Andrew Walsh (former Hitwise CEO), Flippa co-founders Mark Harbottle and Matt Mickiewicz, 99designs, as well as new investors Catch.com.au founders Gabby and Hezi Leibovich; RetailMeNot.com founders Guy King and Bevan Clarke; and Reactive Media founders Tim O’Neill and Tim Fouhy.
The company, with bases in both Austin and Australia, was started in 2009 and facilitates exits for millions of online business owners, some that operate on e-commerce marketplaces, blogs, SaaS and apps, the newest data integration being for Shopify, Blake Hutchison, CEO of Flippa, told TechCrunch.
He considers Flippa to be “the investment bank for the 99%,” of small businesses, providing an end-to end platform that includes a proprietary valuation product for businesses — processing over 4,000 valuations each month — and a matching algorithm to connect with qualified buyers.
Business owners can sell their companies directly through the platform and have the option to bring in a business broker or advisor. The company also offers due diligence and acquisition financing from Thrasio-owned Yardline Capital and a new service called Flippa Legal.
“Our strategy is verification at the source, i.e. data,” Hutchison said. “Users can currently connect to Stripe, QuickBooks Online, WooCommerce, Google Analytics and Admob for apps, which means they can expose their online business performance with one-click, and buyers can seamlessly assess financial and operational performance.”
Online retail, as a share of total retail sales, grew to 19.6% in 2020, up from 15.8% in 2019, driven largely by the global pandemic as sales shifted online while brick-and-mortar stores closed.
Meanwhile, Amazon has 6 million sellers, and Shopify sellers run over 1 million businesses. This has led to an emergence of e-commerce aggregators, backed by venture capital dollars, that are scooping up successful businesses to grow, finding many through Flippa’s marketplace, Hutchison said.
Flippa has over 3 million registered users and added 300,000 new registered users in the past 12 months. Overall transaction volume grows 100% year over year. Though being bootstrapped for over a decade, the company’s growth and opportunity drove Hutchison to go after venture capital dollars.
“There is a huge movement toward this being recognized as an asset class,” he said. “At the moment, the asset class is undervalued and driving a massive swarm as investors snap up businesses and aggregate them together. We see the future of these aggregators becoming ‘X company for apps’ or ‘X for blogs.’ ”
As such, the new funding will be used to double the company’s headcount to more than 100 people as it builds out its offices globally, as well as establishing outposts in Melbourne, San Francisco and Austin. The company will also invest in marketing and product development to scale its business valuation tool that Hutchison likens to the “Zillow Zestimate,” but for online businesses.
Nigel Dews, operating partner at OneVentures, has been following Flippa since it started. His firm is one of the oldest venture capital firms in Australia and has 30 companies in its portfolio focused on healthcare and technology.
He believes the company will create meaningful change for small businesses. The team combined with Flippa’s ability to connect buyers and sellers puts the company in a strong leadership position to take advantage of the marketplace effect.
“Flippa is an incredible opportunity for us,” he added. “You don’t often get a world-leading business in a brand new category with incredible tailwinds. We also liked that the company is based in Australia, but half of its revenue comes from the U.S.”
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Pakistan edtech startup Maqsad gets $2.1M pre-seed to make education more accessible
Taha Ahmed and Rooshan Aziz left their jobs in strategy consulting and investment banking in London earlier this year in order to found a mobile-only education platform startup, Maqsad, in Pakistan, with a goal “to make education more accessible to 100 million Pakistani students.”
Having grown up in Karachi, childhood friends Ahmed and Aziz are aware of the challenges about the Pakistani education system, which is notably worse for those not living in large urban areas (the nation’s student-teacher ratio is 44:1). Pakistani children are less likely to go to school for each kilometer of distance between school and their home — with girls being four times affected, Maqsad co-founder Aziz said.
Maqsad announced today its $2.1 million pre-seed round to enhance its content platform growth and invest in R&D.
The pre-seed round, which was completed in just three weeks via virtual meetings, was led by Indus Valley Capital, with participation from Alter Global, Fatima Gobi Ventures and several angel investors from Pakistan, the Middle East and Europe.
Maqsad will use the proceeds for developing in-house content, such as production studio, academics and animators, as well as bolstering R&D and engineering, Aziz told TechCrunch. The company will focus on the K-12 education in Pakistan, including 11th and 12th grade math, with plans to expand into other STEM subjects for the next one-two years, Aziz said.
Maqsad’s platform, which provides a one-stop shop for after-school academic content in a mix of English and Urdu, will be supplemented by quizzes and other gamified features that will come together to offer a personalized education to individuals. Its platform features include adaptive testing that alter a question’s level of difficulty depending on users’ responses, Aziz explained.
The word “maqsad” means purpose in Urdu.
“We believe everyone has a purpose. Maqsad’s mission is to enable Pakistani students to realize this purpose; whether you are a student from an urban centre, such as Lahore, or from a remote village in Sindh: Maqsad believes in equal opportunity for all,” Aziz said.
“We are building a mobile-first platform, given that 95% of broadband users in Pakistan are via mobile. Most other platforms are not mobile optimized,” Aziz added.
“It’s about more than just getting students to pass their exams. We want to start a revolution in the way Pakistani students learn, moving beyond rote memorization to a place of real comprehension,” said co-founder Taha Ahmed, who was a former strategy consultant at LEK.
The company ran small pilots in April and May and started full-scale operations on 26 July, Aziz said, adding that Maqsad will launch its mobile app, currently under development, in the coming months in Q4 2021 and has a waitlist for early access.
“Struggles of students during the early days of the pandemic motivated us to run a pilot. With promising initial traction and user feedback, the size of the opportunity to digitize the education sector became very clear,” Aziz said.
The COVID-19 pandemic reshaped the education industry, heating up the global edtech startups that made online education more accessible for a wider population, for example in countries like India and Indonesia, Aziz mentioned.
The education market size in Pakistan is estimated at $12 billion and is projected to increase to $30 billion by 2030, according to Aziz.
It plans to build the company as a hybrid center offering online and offline courses like Byju’s and Aakash, and expand classes for adults such as MasterClass, the U.S.-based online classes for adults, as its long-term plans, Aziz said.
“Maqsad founders’ deep understanding of the problem, unique approach to solving it and passion for impact persuaded us quickly,” the founder and managing partner of Indus Valley Capital, Aatif Awan, said.
“Pakistan’s edtech opportunity is one of the largest in the world and we are excited to back Maqsad in delivering tech-powered education that levels access, quality and across Pakistan’s youth and creates lasting social change,” Ali Mukhtar, general partner of Fatima Gobi Ventures said.
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What we can learn from edtech startups’ expansion efforts in Europe
It’s a story common to all sectors today: investors only want to see ‘uppy-righty’ charts in a pitch. However, edtech growth in the past 18 months has ramped up to such an extent that companies need to be presenting 3x+ growth in annual recurring revenue to even get noticed by their favored funds.
Some companies are able to blast this out of the park — like GoStudent, Ornikar and YouSchool — but others, arguably less suited to the conditions presented by the pandemic, have found it more difficult to present this kind of growth.
One of the most common themes Brighteye sees in young companies is an emphasis on international expansion for growth. To get some additional insight into this trend, we surveyed edtech firms on their expansion plans, priorities and pitfalls. We received 57 responses and supplemented it with interviews of leading companies and investors. Europe is home 49 of the surveyed companies, six are based in the U.S., and three in Asia.
Going international later in the journey or when more funding is available, possibly due to a VC round, seems to make facets of expansion more feasible. Higher budgets also enable entry to several markets nearly simultaneously.
The survey revealed a roughly even split of target customers across companies, institutions and consumers, as well as a good spread of home markets. The largest contingents were from the U.K. and France, with 13 and nine respondents respectively, followed by the U.S. with seven, Norway with five, and Spain, Finland, and Switzerland with four each. About 40% of these firms were yet to foray beyond their home country and the rest had gone international.
International expansion is an interesting and nuanced part of the growth path of an edtech firm. Unlike their neighbors in fintech, it’s assumed that edtech companies need to expand to a number of big markets in order to reach a scale that makes them attractive to VCs. This is less true than it was in early 2020, as digital education and work is now so commonplace that it’s possible to build a billion-dollar edtech in a single, larger European market.
But naturally, nearly every ambitious edtech founder realizes they need to expand overseas to grow at a pace that is attractive to investors. They have good reason to believe that, too: The complexities of selling to schools and universities, for example, are widely documented, so it might seem logical to take your chances and build market share internationally. It follows that some view expansion as a way of diversifying risk — e.g. we are growing nicely in market X, but what if the opportunity in Y is larger and our business begins to decline for some reason in market X?
International expansion sounds good, but what does it mean? We asked a number of organizations this question as part of the survey analysis. The responses were quite broad, and their breadth to an extent reflected their target customer groups and how those customers are reached. If the product is web-based and accessible anywhere, then it’s relatively easy for a company with a good product to reach customers in a large number of markets (50+). The firm can then build teams and wider infrastructure around that traction.
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