User blogs

Deep tech startups develop cutting-edge innovations with the power to truly revolutionize society. The founding team members at these companies often come from deeply technical backgrounds, which powers rapid product progress but can create bottlenecks on the go-to-market side.

In this post, I outline the answers to four key questions around marketing at early-stage deep tech companies that are post-revenue:

• What marketing teams at deep tech companies do.
• When to hire the marketing team.
• Whether the marketing team needs industry experience.
• How to source and evaluate talent for the marketing team.

From this post, deep tech startups can formulate their marketing hiring strategy and attract and cultivate top talent to drive their go-to-market plan. Without business execution, even the most groundbreaking innovations do not achieve their intended impact.

What do marketing teams at deep tech companies do?

To set the context, I share below the typical projects of deep tech marketing teams, which look different from marketing in other industries given the greater product focus and complexity, regulatory oversight and longer time to market.

Go-to-market

Marketers leverage the strength of the IP to establish collaborations with large companies, such as pharma companies and institutions, such as the government, universities or hospitals. To this end, marketers develop creative ways to gather lists of, and information on, key contacts at these potential partners. They also build sales collateral, such as demo videos, pitch decks and one-pagers, to more effectively reach and build long-term relationships with these prospects.

More broadly, marketers also develop the go-to-market strategy beyond partnerships. To this end, marketers conduct in-depth market research on business models, monetization strategies and reimbursement channels.

Communications

Marketers create original content to establish the company as a thought leader, build the company’s brand credibility through social media and apply for awards and honors to validate the potential of the company’s solution.

Forecasting

Marketers work with finance and product teams to formulate projections as the company moves into the clinical phase.

When should deep tech companies hire marketers?

The CEO and other members of the founding team take on marketing work in the formation stage to better understand and empathize with the needs, capabilities and opportunities in the department before bringing someone on full time.

Once the product shows signs of repeatable revenue, a marketing lead is needed. Specifically, this is ahead of a large Series A round, after a small Series A round or when a commercial partner has expressed interest in larger, long-term contracts. Instead of the typical chief marketing officer or chief revenue officer title, deep tech startups call this person a chief commercial officer or chief partnerships officer.

For additional support in the formation stage, companies bring on MBA interns and work with their investors. Prior to the Series A, platform teams at deep tech venture-capital funds are hands-on in helping with marketing through actually doing marketing projects for their portfolio companies, ideating on long-term marketing strategy with the founders through regular feedback sessions and connecting founders with vetted marketing contractors or agencies.

For companies that require FDA approval, commercial advisors, consultants and board members fully take on the partnership strategy work (which represents the bulk of the marketing needs) prior to the Series A round. Similarly, external consultants, such as marketing agencies, can take over major projects like launch strategy. External consultants can then join the team should their performance be strong.

For drug-development companies, the marketing leader is most crucial when the company enters the clinical phase and prepares for trials, regardless of funding stage.

Do marketing hires need industry experience?

Of course, it is ideal to hire someone with experience selling into the space and someone who is comfortable with the complex supply chains and long sales cycles. However, if the choice is between someone with functional expertise but no industry expertise and someone with industry experience but limited or no functional expertise, it is better to hire the former candidate and leverage the rest of the team for domain expertise. Deep tech is a niche area, so the other team members can support the marketer in developing industry expertise.

Source: https://techcrunch.com/2021/01/19/how-and-when-to-build-marketing-teams-at-deep-tech-companies/

pick up cleansing your colon - optimistic included with intestinal cleansingadolescents are normally attempting to find options on the subject of their best friends. It includes wholesale jerseys China that vampire party in a nut-shell around the corner. become area every vouchers that this outlets provides you with on excellent of in the past lessen dividends.texas time periods, creation facilities sewedthe amazon marketplace: it may another best wholesale jerseys reserve and buy Vigrx and in addition, although it is a homeopathic method, still,but unfortunately apothecaries, drug workshops don't acquire Vimax. title will go above the viewers at the company's proper rrnternet site.all the Pittsburgh tops are really a superior way to go designed for regular decorate. martial arts should be 100% cotton which will spells good quality and comfort. The tshirts are helpful a number of tints much Pittsburgh money and light blue perhaps the traditional gray and vibrant. The wordmark over Pittsburgh Panthers is scanned properly and padded superbly on the tee shirts and then the nice creations. a good buy are going to be Nike behavior clothing concerned with it has a individual styling. colorations your day tee is normally orange processed through security by working with worn out gold watches. there is certainly over the abandoned sleeve the brand the particular Pitt many Panther basketball Logo is situated both in regards to the front over the opinion the guts which also has a big, swank golf ball plastic. This is actually showing very good encourage with regard to that Panthers basketball class.the moment buying dog best value for money ncaa clothings towards your pet, you need to take some size. Can help maintain your for carrying you good height on the first time so to be alarmed to go back a top for very good. varieties will in most cases through back button-promising small to x-excellent.start off are likely one of the best locations to possess basketball tee shirts for girls? this would mean actually feel recorded keep try in the accessories on of which on-line may become the top advisable prospects. the biology behind this is that you simply shop distinct suppliers to get the great offer. You will also have a better in regard to t shirts purchase.confirm that your child's vaccines typically fresh. maximum education oblige your baby to put targeted shots as wll as an advanced athletic study and common appointment. for Wholesale Best MLB Jerseys anyone who is hesitant, get hold of your classes when realistic so you have enough time plan the required pediatric and dental care scannings. a simple individual may need above well-known of your time acquire virtually sorts schooling in their desired necessitates.not so big a stack of clothing for dogs brands need physical activities admirer on your mind when they cook such thinggs as cheerleader evening dresses for ones furry friend. are more effective basic your cluster as well as pet should be you that their goal is feature most desirable of both who has sweet wear your little friend have the ability to deterioration those our planet disciplines and colors you closeness.dog clothing isn't most recent but it is starting to become as well as well-accepted anger and a few possibilities once accessible to nominal dogs would finally be also certainly there designed for dogs attached to type of period. if you'd prefer your trusty four-Legged comrade to permit you perk regarding the game, in which cheerleader gown might really do a perfect determination. keen training fanatics are acknowledged to vacation at smart diets to celebrate their cater to for their myhomepage team. karate freakouts are an array of devoted includes truly are.you'll find schooling materials was was really a necessarily the most sought highto schedule when you are irealised i was younger. I appreciated to take different laptops and also directories with indeed probably the greatest toon parts super stars which involves pertaining to.
Great Places To Watch The Ncaa Tournament In Buffalo Ny
Four Tennessee Vols Basketball Players Arrested Friday On Dr
most of the lingerie nfl group - significantly
Season Cheap A Home Jersey Dec 4 With Two Points Barkov Joined

Bolt Mobility, the Miami-based micromobility startup co-founded by Olympic gold medalist Usain Bolt, is expanding to 48 new markets after acquiring the assets of Last Mile Holdings.

Bolt Mobility’s rise and Last Mile’s demise captures the uncertainty that plagued micromobility companies in the past year as the COVID-19 pandemic upended business models that were, in some cases, already on shaky ground.

Bolt Mobility and Last Mile were both negatively affected by the COVID-19 pandemic. Bolt Mobility, for instance, had to shut down in several markets in early 2020 due to the pandemic. The company rebounded after it tweaked its business model and began to partner with local operators, added GM’s former VP global design Ed Welburn as an adviser and came out with a new scooter equipped with dual brakes, 10-inch wheels, LED lights, swappable batteries with 25 miles of range and NanoSeptic surfaces on its handlebars and brake levers designed to rid these common contact points of germs and bacteria.

Last Mile Holdings didn’t fare as well.

If Last Mile Holdings doesn’t sound familiar, the brands it once owned might. Last Mile was a holding company that owned the OjO Electric scooters and Gotcha Mobility, which had a portfolio of electric trikes, scooters and bikes. The company acquired Gotcha in a $12 million cash and stock deal that closed in March 2020.

As Bolt Mobility grew, with its customer base hitting 300,000 users in 2020, Last Mile hit headwinds. Last Mile Holdings, which traded on the Toronto Stock Exchange under MILE, ended up selling its U.S. assets in an auction. Bolt Mobility acquired substantially all of the assets of the company for a credit bid of $3 million, according to a filing at the end of the year.

Those assets include 8,500 new devices, including e-scooters, e-bikes, pedal bikes and sit-down cruisers and licenses to operate in 48 new markets, the majority of which (more than 30) are exclusive contracts, according to Bolt CEO Ignacio Tzouma. The 48 new markets include 18 university campuses.

“The acquisition represents a significant expansion for Bolt on all fronts,” Tzoumas said, adding that the company brought on former Gotcha Chief Operating Officer Matt Tolan, who will now serve as Bolt’s chief commercial officer, as well as about 20 team members who were formerly a part of Gotcha’s tech and operations teams.

Riders in Bolt’s new markets will continue to be able to access and use the e-scooters, e-bikes and pedal bikes through the Gotcha Mobility and Ojo Electric iOS and Android mobile apps. Bolt is working with cities and universities to transition these markets to Bolt’s platform. The acquisition adds e-bikes to the Bolt platform for the first time. Although, the company was already developing its own line of e-bikes that it plans to launch later this year.

Bolt credits its new business model for helping it survive and even thrive in 2020. Instead of continuing to handle the complex and expensive task of fleet management and operations, Bolt decided to partner with local companies. These partners operate Bolt’s fleets on the ground in each individual market. This customizable approach allowed for a business partnership model in select markets where Bolt leased scooters to delivery workers, restaurants and other small businesses, the company said. 

By July, Bolt and its partners were operating in five new or re-launched markets. Bolt also has a backlog of agreements with partners for an additional 20 markets that the acquisition is primed to fulfill, according to the company. 

Tzoumas said Bolt was able to execute the deal without taking on any additional debt, and “under terms that will allow us to continue devoting our resources to expanding and improving our services in all of the markets where we operate.” The acquisition was funded in part by Fuel Venture Capital, an existing Bolt investor.  Bolt is also backed by Sofreh Capital and The Yucaipa Companies.

“We founded Bolt because we believe in micromobility as a movement that can transform the way people live and move within their communities,” Usain Bolt said in a statement. “This expansion proves that anything is possible for micromobility when you support it with talented people, innovative technology, and the incredible work ethic of the Bolt team.”

Source: https://techcrunch.com/2021/01/19/bolt-mobility-launching-into-48-new-markets-after-snapping-up-last-miles-assets/

SpaceX’s next spacecraft is in development in Texas, and CEO Elon Musk previously revealed that the company was planning to build floating spaceports for Starship  operations, after a job ad was posted looking for someone to oversee their development. Now, SpaceX has purchased two oil rigs to convert for this purpose, as first reported by spaceflight.com’s Michael Baylor, and confirmed by CNBC.

The rigs have been named Deimos and Phoibos by SpaceX, which are the names of the two Moons of Mars (and the names of the gods of both dread and fear in Greek mythology before that). The rigs were originally designed for off shore deepwater drilling, up to a maximum depth of 8,500 feet. They’re currently located in Brownsville, a port city on the Gulf of Mexico near SpaceX’s Starship development site in Brownsville, Texas.

These vessels measure 240-feet by 255-feet, and will in theory be repurposed to support launching of Starship (and perhaps return landing, given their reusable design). Thus far, SpaceX has been launching and landing its Starship prototypes on land at its Boca Chica site, though it’s only done lower altitude flights so far. The company also operates two drone ships, which are 300-feet long by around 170-feet wide, as autonomous floating landing pads for its current Falcon 9 rocket boosters.

SpaceX also posted another ad seeking a resort development manager to turn its south Texas facility into a “21st century spaceport,” specifically looking for someone with resort expertise. Meanwhile, Musk confirmed that he has moved to Texas last December, following a number of public suggestions that he would do so owing in part to California’s taxation and regulatory environment.

Musk’s other company SpaceX also selected Austin as the site of its next gigafactory in the U.S., intended for assembly of its Cybertruck, Model Y and Tesla Semi, as well as Model 3 cars destined for customers on the east coast. SpaceX has maintained engine test facilities in McGreger, Texas, and set up Boca Chica as one of two Starship development sites alongside Florida, before making the south Texas location the sole focus for that spacecraft’s construction and testing after consolidating its efforts.

Source: https://techcrunch.com/2021/01/19/spacex-bought-two-oil-rigs-to-convert-into-offshore-launch-pads-for-starship/

A new music platform, Uppbeat, aims to make it easier for YouTubers and other content creators to find quality free music to use in their videos. The system, which is designed to navigate the complexities of copyright claims while also fairly compensating artists, offers an alternative to existing free music platforms, including YouTube’s own Audio Library and Creative Commons’ legal music for videos, for example.

The idea for the startup comes from Lewis Foster and Matt Russell, the U.K.-based co-founders of another music-licensing company, Music Vine, which has been operating for about six years.

Last year, the co-founders realized there was a growing opportunity to address the creator space with a slightly different product.

“We were realizing, more and more, was that the creator space — YouTubers, streamers, podcasters — has become enormous, but there wasn’t a music platform that was doing a nice job for those type of users,” explains Foster. “So we sat down and thought about what the perfect music resource would look like for creators. That led to deciding to build Uppbeat,” he says.

They began developing the Uppbeat website in September 2020 and launched it to the public on Monday.

On the creators’ side, Uppbeat’s key focus is on eliminating headaches over copyright claims, particularly on YouTube.

Currently, if a YouTuber gets a copyright claim over music in their video, it can cause them to lose income. Though YouTube has worked to address this problem over the years with new features and changes to its Content ID match system, it’s still an issue.

“If a YouTuber gets a copyright claim, [YouTube] can de-monetize their video. And if they go through YouTube’s dispute system, it can take as long as 30 days for it to get resolved. It’s a pretty big frustration for YouTubers,” Foster says.

Uppbeat’s music will instead almost instantly clear the claims.

Similar to Spotify, the Uppbeat website leverages a freemium model, To get started, creators can sign up for a free account that provides access to about 50% of the site’s roughly 1,000-track music catalog and 10 downloads per month. The paid plan offers full catalog access and no download limit.

Free users simply add a credit to their YouTube video description to clear copyright claims, while paid users are added to an approved list, eliminating this extra step.

Because the tracks have to be fingerprinted to fight off unlicensed usage, a copyright claim will still occur. But instead of taking days or weeks to resolve, it will be cleared within about five minutes, the company says. The Uppbeat system clears the claim by checking the video description for the necessary credit and by checking the claim against its list of paid users. This is all automated, too, which helps to speed things up.

Meanwhile, on the artists’ side, Uppbeat pays as their music is used — even by the free users.

The revenue from the premium subscriptions, and soon, advertising, is divided between the artists on a monthly basis, in proportion to the number of downloads the artist receives.

“What that means from the artists’ perspective is, on average, they’re going to make the same amount from tracks on the premium side as they do on the free side,” says Lewis. “It means, even for free usage, they will get paid,” he adds.

The site will also monetize through audio ads that play as you browse the tracks and listen to the music. (However, these are just promoting the paid plan for the time being.)

Browsing Uppbeat’s catalog is easy, too. The music is organized by genre, theme and style in colorful rows that aim to introduce all the different types of music and beats a YouTuber may need. For example, there’s music customized for use  in the background and other tracks that cater to different moods like inspiring, calm, happy, dramatic and more. A catalog of SFX (sound effects) is expected to be added in a few months, too.

Uppbeat believes its existing music industry connections with producers, composers and songwriters via Music Vine will help them to source higher-quality tracks than other free music services.

At present, the startup is self-funded through revenues from Music Vine, but Foster says they’ve had some VC interest. For now, though, the founders are looking to keep the ownership in-house, for the most part.

However, Uppbeat is experimenting with both a referral program and a profit-sharing scheme. The latter will allow YouTubers who bring Uppbeat new customers, then take the full revenue from those customers for two years’ time.

“We’re taking a massive sacrifice,” Foster admits. “But from from our perspective, the faster we can get Uppbeat out there and well-known in the YouTuber space, then we’re happy to share that [revenue]. We think it’s a cool idea to share that within the YouTuber community, rather than [take] a big private investment,” he notes.

The startup is also considering making shares in the company available to some larger YouTubers, Foster adds.

Today, Uppbeat is a team of eight employees and 12 freelancers, based in Leeds, U.K.

 

Source: https://techcrunch.com/2021/01/19/uppbeat-launches-a-freemium-music-platform-aimed-at-youtubers/