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Norwest’s Lisa Wu explains how to think like a VC when fundraising

At the TechCrunch Early Stage: Marketing and Fundraising event last week, Norwest Venture PartnersLisa Wu took the stage to discuss how founders can think like venture capitalists in all facets of their business. The overlapping in job roles is uncanny: The best investors and founders have to find focus through the noise, understand the weight of due diligence and pitch others with conviction. Wu, who has investments in Plaid, Calm and Ritual, used anecdotes and exercises — such as the eyebrow test — in the tactical, engaging chat.

Pitch deck or pitch blurb?

Startup founders often turn to pitch decks when fundraising as a visual representation of their story — from the origins to total addressable market to those juicy metrics. While the format definitely works, the influx of pitch decks in a hot deal environment makes it harder to stand out.

Wu gave some pointers on how she reacts to cold pitch decks, and why founders may want to take some unconventional advice.

I love it because I can quickly flip through the deck and generally form an opinion on it. And I think I’ve read some stat recently, which is that investors really spend 2 minutes and 47 seconds per deck. It’s an easy way for me to, in that short amount of time, just get a calibration of the business to decide whether to move forward.

But, as the founder, I’ll probably tell you don’t do [the cold pitch deck]. Because if you’re sending me the pitch deck, I’m quickly screening and then I’m making a decision of whether it makes sense to meet, but your goal is really just to try to get the meeting with me to tell the story and let that unfold. And so, give us enough of it — like a blurb to tease us to want to continue to engage is great. But if it is possible, I would suggest a late pullback of the pitch deck, even though I love to receive it in advance. (Timestamp: 21:50)

In other words, she loves founders sliding into the DMs with pitch decks, but doesn’t think that strategy always gives the founder storytelling power.

This answer triggered a series of questions from attendees on whether pitch decks are even necessary in the first place. Here, Wu explains how the competitive venture market has impacted her preferences — and her interest in what I’d describe it as a private beta, except for fundraising rounds.

So, everything is shifting these days. Because there’s so much capital [and competition] out there, sometimes if I’m chasing a really hot company, I actually prefer that they don’t have a deck, or they haven’t created one yet. Because once you have a deck, that means you can go and take it out to a bunch of other investors, too. And so it’s helpful to structure the conversation and to storytell around it. I think I like a deck more so than not, unless it’s in a competitive situation. If I’m trying to close the deal, I actually prefer just an open dialogue. (Timestamp: 23:30)

We just have them come in and we just prepare our team internally to let them know that there’s no deck here. And so, it’s just up to the founders to really just tell the story to us. And, it’s worked. (Timestamp: 24:20)

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Abodu raises $20M to build prefabricated backyard homes

The need for more affordable housing has never been more urgent as a shortage in the U.S. housing market persists.

Startups attempting to help address the shortage in a variety of ways abound. One such startup, Abodu, has raised $20 million in a Series A funding round led by Norwest Venture Partners. Previous backer Initialized Capital also participated in the financing, along with Redfin CEO Glenn Kelman, former Stockton, California Mayor Michael Tubbs, GGV investor Hans Tung and Paradox Capital’s Kyle Tibbitts.

The California legislature changed laws in 2017 to make it easier to build Accessory Dwelling Units (ADUs). Then on January 1, 2020, the state of California made it dramatically easier to add extra housing units to single-family home sites. Cities and local agencies have to quickly approve or deny ADU projects within 60 days of receiving a permit application. The state also now prevents cities from imposing minimum lot size requirements, maximum ADU dimensions or off-street parking requirements. 

Redwood City, California-based Abodu, which builds prefabricated ADUs, was founded in 2018 to serve as a “one-stop shop” for building an ADU, or as some describe it, a home in a backyard.

Image Credits: Co-founders John Geary and Eric McInerney / Abodu

What sets the company apart from others in the space, its execs claim, is that it not only builds and installs the units, it helps homeowners with the painful process of getting permits. Abodu says it pre-approves its structural engineering with California state-level agencies to ensure its units can be built statewide and works with local agencies to pre-approve its foundation systems to ensure projects can proceed on predictable timelines.

It also claims to offer a cheaper and faster process than if one were to build an ADU from start to finish. Specifically, the startup claims that one of its backyard homes can be installed in just 10% of the time it would take for a traditional ADU to be built. 

Abodu has been active in the market, selling and building its ADUs since the fall of 2019. Since then, it has put “dozens and dozens” of units in the ground, and has multiple dozen units in production on top of that, according to CEO and co-founder John Geary. So far, it’s operating in the Bay Area, Los Angeles and Seattle. The company claims it can deliver an ADU in as little as 30 days in San Jose and Los Angeles thanks to the cities’ pre-approval process. In other cities in California and Washington, turnaround is “as little as 12 weeks.” But a standard bespoke project takes 4-5 months from start to finish, according to Geary.

The startup’s three products include a 340-square foot studio; a 500-square foot one bedroom, one bath, and a 610-square foot two bedroom unit. All have kitchens and living space.

Pricing starts at $190,000, but the average project cost across all sizes is around $230,000, Geary said, inclusive of permits and site work.

There are a variety of use cases for ADUs, the most popular of which is to house family and for rental income. 

“During the pandemic, multigenerational living has been at an all-time high. There are acute family needs that people are trying to solve for,” Geary said. “In addition, folks are earning extra money by renting them out to members of the community such as teachers or fireman, a single person or younger couple.”

Next, Abodu is eyeing the San Diego market.

Earlier this week, we covered the recent raise of Mighty Buildings, another Bay Area-based startup building ADUs and other housing. The biggest difference between the two companies, according to Geary, is that Mighty Buildings is focused on innovation in construction with its 3D-printed method. 

“We decided early on that we didn’t want to reinvent the wheel from the construction standpoint,” Geary said. “Instead, we looked at ‘how can we solve for speed and ease?’ ”

Abodu operates with an asset-light model, and doesn’t own any factories. Instead, it has built a network of factory “partners” across the Western U.S. that builds its units depending on how their capacities look at any given time.

Naturally, the company’s investors are bullish on the company’s business model.

Jeff Crowe, managing partner of Norwest Venture Partners, believes that Abodu’s “beautifully crafted units” are just one of the company’s selling points.

“John, Eric, and their team manage the end-to-end process of permitting, building, and installing on behalf of their customers,” he told TechCrunch. “And with the expedited permitting that Abodu has been granted in over two dozen cities, it has faster time-to-installation than other ADU market participants.  The result has been very high levels of customer satisfaction and rapid growth.”

Former Stockton Mayor Tubbs said Abodu is tackling two of California’s most consequential issues: the statewide housing shortage and its impacts on racial and economic segregation in our neighborhoods.

“By making it fast and accessible for normal homeowners to build high-quality backyard housing units, Abodu’s success will mean integrating options for both renters and homeowners in the same neighborhoods, while supporting small landlords and property owners in building equity in their homes,” he wrote via email.

Tubbs went on to describe the speed that Abodu can deliver housing units to customers in certain parts of California “astounding.” 
“Abodu’s team has done some of the most difficult legwork for property owners by building local contractor relationships with reliable, vetted, high-quality partners,” he said. “As a homeowner myself, I know the challenges of permitting and finding contractors during construction. It’s this thoughtful attention to detail and customer trust that sets Abodu apart from other similar offerings.”

 

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The CockroachDB EC-1

Every application is a palimpsest of technologies, each layer forming a base that enables the next layer to function. Web front ends rely on JavaScript and browser DOM, which rely on back-end APIs, which themselves rely on databases.

As one goes deeper down the stack, engineering decisions become ever more conservative — changing the location of a button in a web app is an inconvenience; changing a database engine can radically upend an entire project.

It’s little surprise then that database technologies are among the longest-lasting engineering projects in the modern software developer toolkit. MySQL, which remains one of the most popular database engines in the world, was first released in the mid-1990s, and Oracle Database, launched more than four decades ago, is still widely used in high-performance corporate environments.

Database technology can change the world, but the world in these parts changes very, very slowly. That’s made building a startup in the sector a tough equation: Sales cycles can be painfully slow, even when new features can dramatically expand a developer’s capabilities. Competition is stiff and comes from some of the largest and most entrenched tech companies in the world. Exits have also been few and far between.

That challenge — and opportunity — is what makes studying Cockroach Labs so interesting. The company behind CockroachDB attempts to solve a long-standing problem in large-scale, distributed database architecture: How to make it so that data created in one place on the planet is always available for consumption by applications that are thousands of miles away, immediately and accurately. Making global data always available immediately and accurately might sound like a simple use case, but in reality it’s quite the herculean task. Cockroach Labs’ story is one of an uphill struggle, but one that saw it turn into a next-generation, $2-billion-valued database contender.

The lead writer of this EC-1 is Bob Reselman. Reselman has been writing about the enterprise software market for more than two decades, with a particular emphasis on teaching and educating engineers on technology. The lead editor for this package was Danny Crichton, the assistant editor was Ram Iyer, the copy editor was Richard Dal Porto, figures were designed by Bob Reselman and stylized by Bryce Durbin, and illustrations were drawn by Nigel Sussman.

CockroachDB had no say in the content of this analysis and did not get advance access to it. Reselman has no financial ties to CockroachDB or other conflicts of interest to disclose.

The CockroachDB EC-1 comprises four main articles numbering 9,100 words and a reading time of 37 minutes. Here’s what we’ll be crawling over:

We’re always iterating on the EC-1 format. If you have questions, comments or ideas, please send an email to TechCrunch Managing Editor Danny Crichton at danny@techcrunch.com.

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CockroachDB, the database that just won’t die

There is an art to engineering, and sometimes engineering can transform art. For Spencer Kimball and Peter Mattis, those two worlds collided when they created the widely successful open-source graphics program, GIMP, as college students at Berkeley.

That project was so successful that when the two joined Google in 2002, Sergey Brin and Larry Page personally stopped by to tell the new hires how much they liked it and explained how they used the program to create the first Google logo.

Cockroach Labs was started by developers and stays true to its roots to this day.

In terms of good fortune in the corporate hierarchy, when you get this type of recognition in a company such as Google, there’s only one way you can go — up. They went from rising stars to stars at Google, becoming the go-to guys on the Infrastructure Team. They could easily have looked forward to a lifetime of lucrative employment.

But Kimball, Mattis and another Google employee, Ben Darnell, wanted more — a company of their own. To realize their ambitions, they created Cockroach Labs, the business entity behind their ambitious open-source database CockroachDB. Can some of the smartest former engineers in Google’s arsenal upend the world of databases in a market spotted with the gravesites of storage dreams past? That’s what we are here to find out.

Berkeley software distribution

Mattis and Kimball were roommates at Berkeley majoring in computer science in the early-to-mid-1990s. In addition to their usual studies, they also became involved with the eXperimental Computing Facility (XCF), an organization of undergraduates who have a keen, almost obsessive interest in CS.

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How engineers fought the CAP theorem in the global war on latency

CockroachDB was intended to be a global database from the beginning. The founders of Cockroach Labs wanted to ensure that data written in one location would be viewable immediately in another location 10,000 miles away. The use case was simple, but the work needed to make it happen was herculean.

The company is betting the farm that it can solve one of the largest challenges for web-scale applications. The approach it’s taking is clever, but it’s a bit complicated, particularly for the non-technical reader. Given its history and engineering talent, the company is in the process of pulling it off and making a big impact on the database market, making it a technology well worth understanding. In short, there’s value in digging into the details.

Using CockroachDB’s multiregion feature to segment data according to geographic proximity fulfills Cockroach Labs’ primary directive: To get data as close to the user as possible.

In part 1 of this EC-1, I provided a general overview and a look at the origins of Cockroach Labs. In this installment, I’m going to cover the technical details of the technology with an eye to the non-technical reader. I’m going to describe the CockroachDB technology through three questions:

  1. What makes reading and writing data over a global geography so hard?
  2. How does CockroachDB address the problem?
  3. What does it all mean for those using CockroachDB?

What makes reading and writing data over a global geography so hard?

Spencer Kimball, CEO and co-founder of Cockroach Labs, describes the situation this way:

There’s lots of other stuff you need to consider when building global applications, particularly around data management. Take, for example, the question and answer website Quora. Let’s say you live in Australia. You have an account and you store the particulars of your Quora user identity on a database partition in Australia.

But when you post a question, you actually don’t want that data to just be posted in Australia. You want that data to be posted everywhere so that all the answers to all the questions are the same for everybody, anywhere. You don’t want to have a situation where you answer a question in Sydney and then you can see it in Hong Kong, but you can’t see it in the EU. When that’s the case, you end up getting different answers depending where you are. That’s a huge problem.

Reading and writing data over a global geography is challenging for pretty much the same reason that it’s faster to get a pizza delivered from across the street than from across the city. The essential constraints of time and space apply. Whether it’s digital data or a pepperoni pizza, the further away you are from the source, the longer stuff takes to get to you.

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“Developers, as you know, do not like to pay for things”

In the previous part of this EC-1, we looked at the technical details of CockroachDB and how it provides accurate data instantaneously anywhere on the planet. In this installment, we’re going to take a look at the product side of Cockroach, with a particular focus on developer relations.

As a business, Cockroach Labs has many things going for it. The company’s approach to distributed database technology is novel. And, as more companies operate on a global level, CockroachDB has the potential to gain some significant market share internationally. The company is seven years into a typical 10-year maturity model for databases, has raised $355 million, and holds a $2 billion market value. It’s considered a double unicorn. Few database companies can say this.

The company is now aggressively expanding into the database-as-a-service space, offering its own technology in a fully managed package, expanding the spectrum of clients who can take immediate advantage of its products.

But its growth depends upon securing the love of developers while also making its product easier to use for new customers. To that end, I’m going to analyze the company’s pivot to the cloud as well as its extensive outreach to developers as it works to set itself up for long-term, sustainable success.

Cockroach Labs looks to the cloud

These days, just about any company of consequence provides services via the internet, and a growing number of these services are powered by products and services from native cloud providers. Gartner forecasted in 2019 that cloud services are growing at an annual rate of 17.5%, and there’s no sign that the growth has abated at all.

Its founders’ history with Google back in the mid-2000s has meant that Cockroach Labs has always been aware of the impact of cloud services on the commercial web. Unsurprisingly, CockroachDB could run cloud native right from its first release, given that its architecture presupposes the cloud in its operation — as we saw in part 2 of this EC-1.

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Scaling CockroachDB in the red ocean of relational databases

Most database startups avoid building relational databases, since that market is dominated by a few goliaths. Oracle, MySQL and Microsoft SQL Server have embedded themselves into the technical fabric of large- and medium-size companies going back decades. These established companies have a lot of market share and a lot of money to quash the competition.

So rather than trying to compete in the relational database market, over the past decade, many database startups focused on alternative architectures such as document-centric databases (like MongoDB), key-value stores (like Redis) and graph databases (like Neo4J). But Cockroach Labs went against conventional wisdom with CockroachDB: It intentionally competed in the relational database market with its relational database product.

While it did face an uphill battle to penetrate the market, Cockroach Labs saw a surprising benefit: It didn’t have to invent a market. All it needed to do was grab a share of a market that also happened to be growing rapidly.

Cockroach Labs has a bright future, compelling technology, a lot of money in the bank and has an experienced, technically astute executive team.

In previous parts of this EC-1, I looked at the origins of CockroachDB, presented an in-depth technical description of its product as well as an analysis of the company’s developer relations and cloud service, CockroachCloud. In this final installment, we’ll look at the future of the company, the competitive landscape within the relational database market, its ability to retain talent as it looks toward a potential IPO or acquisition, and the risks it faces.

CockroachDB’s success is not guaranteed. It has to overcome significant hurdles to secure a profitable place for itself among a set of well-established database technologies that are owned by companies with very deep pockets.

It’s not impossible, though. We’ll first look at MongoDB as an example of how a company can break through the barriers for database startups competing with incumbents.

When life gives you Mongos, make MongoDB

Dev Ittycheria, MongoDB CEO, rings the Nasdaq Stock Market Opening Bell. Image Credits: Nasdaq, Inc

MongoDB is a good example of the risks that come with trying to invent a new database market. The company started out as a purely document-centric database at a time when that approach was the exception rather than the rule.

Web developers like document-centric databases because they address a number of common use cases in their work. For example, a document-centric database works well for storing comments to a blog post or a customer’s entire order history and profile.

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Lightyear nabs $13M Series A as online network procurement takes shape

It seems like everything is being pushed online now, but network procurement stubbornly has remained an in-person or phone-based negotiation. Lightyear, an early-stage New York City startup, decided to change that last year, and the company announced a $13.1 million Series A today.

The round was led by Ridge Ventures with participation from Zigg Capital and a slew of individual investors. Today’s investment comes on the heels of a $3.7 million seed round last October, bringing the total raised to $16.8 million.

CEO and co-founder Dennis Thankachan says that the company has been able to gain customers by offering a new way to procure network resources, which was a great improvement over manual negotiating.

“Last year we launched Lightyear, which was the first tool for buying your telecom infrastructure on the web. And although changing behaviors and the way that enterprises have done things for years is difficult, the status quo in telecom has been zero transparency, no web-based ways to do things, and oftentimes interfacing with really, really large vendors where you have no negotiating leverage even if you’re a big enterprise. That experience was so poor that a lot of enterprises were extremely happy to see what we put in the market,” he said.

What Lightyear offers is an online marketplace where companies can interact with vendors and get a range of price quotes to make a more informed buying decision. The company spent a lot of time improving the product since last October when you could configure some basic stuff, get a price quote and Lightyear would help you buy it.

Now Thankachan says that the solution covers the full life cycle of services including configuring a bigger array of services, helping manage the installation of the services and helping reduce the amount of delays and errors in installs. Finally, they help track and manage network inventory and can automate renewal for a whole group of services.

That has resulted in 4X growth in just nine months since the last round. In addition, the company had relationships with 400 vendors in October and has grown that to mid-500 vendors today. The startup has also doubled the number of employees to around 20.

Thankachan says that as a person of color he is particularly cognizant about building a diverse and inclusive culture. “I’m a person of color, who has been a minority in different work environments in the past, and I know how that feels and how frustrating that can be for a person who feels like their voice is not heard. […] So I think we can start to build a culture that is not necessarily the norm in [the telecommunications industry] by trying to give opportunities to [underrepresented] people,” he said.

Yousuf Khan, a partner at Ridge Ventures, who is leading the round and will be joining the board under the terms of the deal, says that as a former CIO he found Lightyear’s approach quite appealing.

“As a former CIO and someone who has led global technology operations, it’s refreshing to see Lightyear transforming the way business infrastructure gets bought…I wish Lightyear existed during my years as a CIO,” Khan said in a statement.

 

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Play2Pay raises $13M to convert mobile user engagement into bill payment

The gamification of payments is not a new concept.

A number of companies are attempting to combine gamification and payments in creative ways. And today, one such company, Play2Pay, has raised $13 million in a Series A round of funding.

The Miami-based startup has a straightforward mission. It wants to give consumers a way to reduce their bills — it claims by an average of 30%! — by playing games, watching videos and completing daily challenges, offers and surveys.

Play2Pay was bootstrapped for the first five years of its life, raising its first external capital in June of 2020 — a $7.5 million seed round from individual angel investors. Telesoft Partners led its Series A round, which included participation from Harbor Spring Capital and individual investors including former AT&T vice chairman Ralph de la Vega, former Reuters CEO Tom Glocer, Madison Dearborn Partners co-founder and senior advisor Jim Perry and Virtusa founder and former CEO, Kris Canekeratne.

The alternative payment platform says it brokers a “value exchange” between brands and consumers, converting attention and engagement into a currency, which can be redeemed for bill payment. Meanwhile, brands get a new way to promote their products and services.

Play2Pay founder and CEO Brian Boroff started the company in 2015 based on a vision that prepaid mobile phone users should have an alternative way to pay for their mobile phone service and that wireless carriers would adopt an ad-funded commercial model.

Today, the company claims to be positioned to be the world’s first “ad supported payment rail” directly integrated into payments platforms of major service providers and financial institutions. It also claims to be the only company that converts user engagement directly into bill payment.

Image Credits: Play2Pay

The “opt-in” offering is currently available to more than 100 million mobile subscribers across the United States, United Kingdom, Mexico, Brazil and Indonesia through partnerships with telecom companies such as AT&T Mexico, Cricket in the U.S., TIM in Brazil, lndosat Ooredoo in Indonesia and U.K.-based Lycamobile.

The rewarding approach seems to be resonating with users. From June 2020 to June 2021, the startup saw its ARR (annual recurring revenue) spike by nearly 300%, according to Boroff, a telecom veteran.

Among the users engaged on the platform, about 25% generated revenue daily, he said. And service providers realized up to 17% revenue expansion as a result of subscriber engagement on the Play2Pay platform, according to Boroff.

“Our distribution model is B2B2C, with Tier-1 service providers worldwide directly integrating our bill payment capability. We’re growing our audience through promotion of the service to their customer base,” he told TechCrunch. 

End users, he added, can share their targeting preferences in exchange for value, giving mobile app developers and brands more information when promoting their own products and services to Play2Pay’s audience.

The platform is free for service providers and merchants, meaning the payment does not have costs or fees from interchange, acquirers, chargebacks or gateways.

Instead, Play2Pay generates revenue from mobile app developers and brands. Those developers and brands pay to access Play2Pay’s mobile audience in order to promote their products and services. For example, a mobile gaming company might pay Play2Pay $100 for every user that downloads their app from the Play2Pay app and plays the game for a period of time (such as two hours). Through its technology and partner network, Play2Pay has attribution tracking to ensure that the end user and mobile gaming company both know how much progress has been made toward completing that goal. Other formats include watching videos, completing surveys and more conventional native advertising in some areas.

All of this revenue is aggregated by Play2Pay, the majority of which is passed on to the end user in the form of in-app currency. The balance goes to service providers such as its wireless carrier partners for promoting the Play2Pay platform and to Play2Pay for running the service and processing payment. Play2Pay collects all of the cash and pays out the various parties accordingly.
The company will use the new capital toward product development, hiring and partner engagement.

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