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December 15, 2018
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Marketing

Putting the band back together, ExactTarget execs reunite to launch MetaCX

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Scott McCorkle has spent most of his professional career thinking about business to business software and how to improve it for a company’s customers.

The former President of ExactTarget and later chief executive of Salesforce Marketing Cloud has made billions of dollars building products to help support customer service and now he’s back at it again with his latest venture MetaCX.

Alongside Jake Miller, the former chief engineering lead at Salesforce Marketing Cloud and chief technology officer at ExactTarget, and David Duke, the chief customer officer and another ExactTarget alumnus, McCorkle has raised $14 million to build a white-labeled service that offers a toolkit for monitoring, managing and supporting customers as they use new software tools.

If customers are doing the things i want them to be doing through my product. What is it that they want to achieve and why did they buy my product.

“MetaCX sits above any digital product,” McCorkle says. And its software monitors and manages the full spectrum of the customer relationship with that product. “It is API embeddable and we have a full user experience layer.”

For the company’s customers, MetaCX provides a dashboard that includes outcomes, the collaboration, metrics tracked as part of the relationship and all the metrics around that are part of that engagement layer,” says McCorkle.

The first offerings will be launching in the beginning of 2019, but the company has dozens of customers already using its pilot, McCorkle said.

The Indianapolis -based company is one of the latest spinouts from High Alpha Studio, an accelerator and venture capital studio formed by Scott Dorsey, the former chief executive officer of ExactTarget. As one of a crop of venture investment firms and studios cropping up in the Midwest, High Alpha is something of a bellwether for the viability of the venture model in emerging ecosystems. And, from that respect, the success of the MetaCX round speaks volumes. Especially since the round was led by the Los Angeles-based venture firm Upfront Ventures.

“Our founding team includes world-class engineers, designers and architects who have been building billion-dollar SaaS products for two decades,” said McCorkle, in a statement. “We understand that enterprises often struggle to achieve the business outcomes they expect from SaaS, and the renewal process for SaaS suppliers is often an ambiguous guessing game. Our industry is shifting from a subscription economy to a performance economy, where suppliers and buyers of digital products need to transparently collaborate to achieve outcomes.”

As a result of the investment, Upfront partner Kobie Fuller will be taking a seat on the MetaCX board of directors alongside McCorkle and Dorsey.

“The MetaCX team is building a truly disruptive platform that will inject data-driven transparency, commitment and accountability against promised outcomes between SaaS buyers and vendors,” said Fuller, in a statement. “Having been on the journey with much of this team while shaping the martech industry with ExactTarget, I’m incredibly excited to partner again in building another category-defining business with Scott and his team in Indianapolis.”

 

News Source = techcrunch.com

Peak Theory lines up media partners and funding as Cubcoats becomes a phenomenon

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With a planned cartoon series coming up, partnerships in place with Major League Baseball, NBCUniversal, and other media companies of heroic proportions, the founders creating the kids clothing phenomenon, Cubcoats, are on a roll.

Peak Theory, launched by longtime friends Zac Park (who’s 29) and the 35 year-old Spencer Markel, is the company behind Cubcoats, a hoodie that transforms into a puppet (or a puppet that transforms into a hoodie?). With their first product, the two founders have achieved the kind of viral success in its first year that most companies only dream of.

Markel, a former mergers and acquisitions lawyer with DLA Piper, and Park, a product director at the design agency AKQA, first met in San Francisco through a mutual friend and almost immediately began planning their escape from the corporate world.

Peak Theory founders Zac Park and Spencer Markel

“We thought to ourselves, what can we create that would bring over a novel and sticky concept that could sell well to parents and create a lasting brand relationship with kids,” Park said, in a statement. “We wanted a product that a child would get attached too, grow up with, and want to gift to their future kids.”

The two self-described kids at heart hit upon the idea of Cubcoats through a mutual love of Transformers and Mighty Morphin Power Rangers as children (and maybe as adults as well).

“We don’t have any kids, we were just big kids,” said Markel. 

They started the process of creating hundreds of prototypes in September 2016 and by November of 2017 had hit upon the final designs for eight different puppets that turned into zippered hoodies for children. Each animal-inspired puppet had different characteristics and personalities and each came with a story tied to it.

The two-in-one clothes went viral. In its first full year Cubcoats expects to pull in somewhere between $2 million and $5 million in revenue, according to the two founders. By July, 2018 the company had sewn up $5 million in financing from a who’s who of entrepreneurs and celebrity investors.

Institutional investors including strategic partner, Major League Baseball, and celebrity investor Will Smith’s Dreamers Fund, came on board. So did individual angel investors like FabFitFun co-founders Daniel and Michael Broukhim, the actress Hilary Duff, Schwarzenegger scion, Patrick Schwarzenegger, and Jen Rubio, the co-founder of Away.

The Harmon Brothers video production company, which is behind a number of direct-to-consumer marketing hits like the mattress company Purple and others is collaborating on a series of videos with the Peak Theory team and investing in the company as well.

The idea of the company is to create a brand that’s not just the two-in-one cubcoat,” said Markel.  “We’re trailblazing a new area of consumer products that we think will be pretty hot. There’s a burgeoning space in two-in-one products. We’re uniquely situated to design these two-in-one products and build our own IP in terms of content.”

Big media and entertainment companies are already clamoring to work with Peak Theory, the company said. Professional sports teams and leagues like Major League Baseball are only the first companies to publicly disclose their interest in the company.

“We’re two big kids at heart with very whimsical dreams,” said Markel. “We’ve tried very hard to be two people who are not necessarily from the industry to come in and create a novel industry and rethink some of the way we do consumer products… .it’s been really fun.”

The company plans to expand the Cubcoats line to Canada, Australia and across Asia in 2019 — meaning popular favorites like Kali the kitty and Tim the puppy will be popping up in cities from Sydney to Seoul in addition to Seattle.

Peak Theory has partnered with Nordstrom for the holiday season to sell its Cubcoats in roughly 100 of its locations and will have pop up shops of its own at The Grove mall in Los Angeles and the Americana mall in Glendale, Calif.

News Source = techcrunch.com

Shopify opens its first brick-and-mortar space in Los Angeles

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Shopify, the provider of payment and logistics management software and services for retailers, has opened its first physical storefront in Los Angeles.

The first brick and mortar location for the Toronto-based company, is nestled in a warren of downtown Los Angeles boutique shops in a complex known as the Row DTLA.

For Shopify, Los Angeles is the ideal place to debut a physical storefront showing off the company’s new line of hardware products and the array of services it provides to businesses ranging from newly opened startups to $900 million juggernauts like the Kylie Cosmetics brand.

The city is one of the most dense conglomerations of Shopify customers with over 10,000 merchants using the company’s technologies in the greater Los Angeles area. 400 of those retailers have each earned over $1 million in gross merchandise volume.

In the Los Angeles space, which looks similar to an Apple store, patrons can expect to see demonstrations and tutorials of how Shopify’s tools and features work. Showrooms displaying the work that Shopify does with some of its close partners will also show how business owners can turn their product visions into actual businesses.

Like Apple, Shopify is staffing its store with experts on the platform who can walk new customers or would-be customers through whatever troubleshooting they may need. While also serving as a space to promote large and small vendors using its payment and supply management solution.

“Our new space in downtown LA is a physical manifestation of our dedication and commitment to making commerce better for everyone. We’re thrilled to be able to take our proven educational, support, and community initiatives and put them to work in an always-on capacity,” said Satish Kanwar, VP of Product at Shopify, in a statement. “We know that making more resources available to entrepreneurs, especially early on, makes them far more likely to succeed, and we’re happy to now be offering that through a brick-and-mortar experience in LA.”

Kanwar and Shopify chief operating officer, Harley Finkelstein, envision the new Los Angeles space as another way to support new and emerging retailers looking for tips on how to build their business in the best possible way.

“The path to being your own boss doesn’t need to be lonely or isolating,” said Finkelstein, in a statement. “With Shopify LA we wanted to create a hub where business owners can find support, inspiration, and community. Most importantly, entrepreneurs at all stages and of all sizes can learn together, have first access to our newest products, and propel their entrepreneurial dreams.”

News Source = techcrunch.com

Salesforce acquires Rebel, maker of ‘interactive’ email services, to expand its Marketing Cloud

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Salesforce’s Marketing and Commerce Cloud is the company’s smallest division today, so to help beef it up, the company is making an acquisition to add in more features. Salesforce has acquired Rebel, a startup that develops interactive email services for businesses to enhance their direct marketing services: recipients of interactive emails can write reviews, shop and take other actions without leaving the messages to do so.

In an announcement on Rebel’s site, the startup said it will be joining Salesforce’s Marketing Cloud operation, which will integrate Rebel’s API-based services into its platform.

“With Rebel’s Mail and API solutions, brands, including Dollar Shave Club, L’Oreal and HelloFresh, turn emails into an extension of their website or app – collecting data, removing friction from the conversion process, and enhancing the customer experience. Rebel will enhance the power of Salesforce Marketing Clod and fundamentally change the way people interact with email,” the founders note. It sounds as if the company’s existing business will be wound down as part of the move.

Terms of the deal have not been disclosed in the Rebel announcement. We have contacted both the startup and Salesforce for further comment and to ask about the price. To date, Rebel — co-founded originally as Rebelmail by Joe Teplow and Trever Faden — had raised only about $3 million, with investors including Lerer Hippeau, Sinai Ventures, David Tisch, Gary Vaynerchuk, and others, so if the deal size is equally small, Salesforce likely will not be disclosing it.

Salesforce has made a number of acquisitions to build and expand its marketing services to compete with Adobe and others. Perhaps most notable of these was buying ExactTarget, one of its biggest-ever acquisitions, for $2.5 billion in 2013. (And according to some, it even wanted to buy Adobe at one point.) Competition has been heating up between the two, with Adobe most recently snapping up Marketo for $4.75 billion.

But on the other hand, marketing is currently Saleforce’s smallest division. It pulled in $452 million in revenues last quarter, putting it behind revenues for Sales Cloud ($1 billion), Service Cloud ($892 million) and Salesforce Platform ($712 million). Adding in interactive email functionality isn’t likely to float Marketing and Commerce Cloud to the top of that list, but it does show that Salesforce is trying to improve its products with more functionality for would-be and current customers.

Those customers have a lot of options these days, though, in targeting their own customers with rich email services. Microsoft and Google have both started to add in a lot more features into their own email products, with Outlook and Gmail supporting things like in-email payments and more. There are ways of building such solutions through your current direct marketing providers, or now directly using other avenues.

What will be interesting to see is whether Rebel continues to integrate with the plethora of email service providers it currently works with, or if Salesforce will keep the functionality for itself. Today Rebel’s partners include Oracle, SendGrid, Adobe, IBM, SailThru and, yes, Salesforce.

We’ll update this post as we learn more.

News Source = techcrunch.com

India’s Hansel raises $4M to bring its app development platform to the US

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Hansel, an India-based startup that enables more agile product development inside companies, has pulled in $4 million as it seeks to expand its business to the U.S..

The startup was founded in 2015 and it operates a real-time mobile app development platform that simplifies the process of product iteration inside companies. That’s to say that once a product is launched there’s a lot of work that is done to develop it, test new ideas and optimize but many companies overlook the process or lump it with the general engineering, which includes initial product development.

Hansel argues that product development and iteration are different, and its wider aim is to enable dedicated ‘product ops’ inside companies that until now never considered the process to be distinct from app development, or perhaps don’t have the budget.

“Product iteration is often neglected as people want to move to the next thing, but that means product building is only half done,” Varun Ramamurthy, CEO of Hansel, told TechCrunch in an interview. “We want to significantly accelerate product iteration and provide a platform for ‘product ops.’”

“Big firms like Facebook and Uber champion product ops teams inside their business but they have already built the infrastructure and have dedicated specialists. That allows them to move at breakneck on launched product and features, their competitive advantage is speed to market,” he added.

The Hansel ‘Lake’ platform is a single repository that decouples product development from the code itself, allowing teams to create a range of different experiences — iterations — that can be pushed out to different user segments. The company charges users based on end-user numbers, such as monthly active user bases,  but it also includes customized pricing for some premium features, too.

Ramamurthy is formerly of Zynga in the U.S. among other places, and he met his Hansel co-founders Mudit Krishna Mathur and Parminder Singh while the trio were at Flipkart, the Indian e-commerce giant.

“We got together at Flipkart and saw a huge difference in speed between Facebook, other top firms and the rest of the world,” Ramamurthy recalled. “When it comes to speed of personalization and iterations of product, the rest of the industry had a lot of catch up. We want to help separate iterations and personalization from general engineering… today it is all confused.”

Hansel founders Varun Ramamurthy, Parminder Singh and Mudit Krishna Mathur

The startup has focused on India to date where Ramamurthy said it has large mid-market companies and enterprises as clients, including Uber rival Ola, Paytm and Magicpin. That work has given the team of 23 people a good grounding on what to expect for clients, how to work with them and how to package its service, and now the next phase is to do more business in North America.

Hansel is using the new funding to open an office in the Bay Area, where it has recruited its first two hires to drive business development and sales. Ramamurthy himself plans to spend more time in the U.S. as part of the effort, which will also see a product marketing team hired Stateside. R&D and product development will remain anchored out of Hansel’s India office.

This new round takes Hansel to $5.4 million raised to date. Vertex led this Series A with participation from existing backers IDG Ventures India and Endiya Partners.

News Source = techcrunch.com

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