All Raise expands to new geos, launches ‘VC Cohorts’

Dozens of impeccably dressed women outfitted in jumpsuits and Rothy’s gathered at the Greylock offices last week for a “structured networking” session hosted by All Raise, an 18-month-old nonprofit organization that seeks to amplify the voices of and support women in tech.

The organization, active in the Bay Area and New York City, is announcing new chapters in Los Angeles and Boston this week, as well as a new director of engagement, Domonique Fines, formerly of Y Combinator, and a new chief of staff, Jack Dorsey’s former chief of staff at Square, Alicia Burt.

All Raise chief executive officer Pam Kostka, who joined the business earlier this year, says demand for an All Raise presence in local geographies continues to increase: “Women are hungry for the support and guidance we provide,” Kostka tells TechCrunch. “I think the movement is just gathering momentum.

With a focus on female venture capitalists and founders, All Raise hosts an annual conference, several in-person and virtual fundraising workshops and networking sessions and, recently, the group began creating curated peer groups for investors. Called VC Cohorts, All Raise is for the first time speaking publicly about how these 12-person subgroups will give their members career guidance and, perhaps more importantly, the ability to share deals.

“The idea was how do we hack the old boys’ network? said Elisa Schreiber, Greylock’s vice president of marketing and a member of All Raise’s advisory committee. “We have to force this familiarity, connectivity among women in venture so that people are helping each other.”

Currently, All Raise manages 14 active cohorts made up of 175 women. The idea is to put women with check-writing abilities, typically partners and general partners, together in groups with newer VCs, typically with an associate or principal title, paired together. These groups are expected to meet every six to eight weeks to talk shop.

“It’s basically like having 12 coffee chats in one evening,” Impact Capital managing partner Heidi Patel, who helps oversee the VC Cohorts program, tells TechCrunch. “It’s highly concentrated. It’s highly efficient and everyone walks out of there feeling like they’ve got a new tool in their tool kit.”

All Raise members

The new program has already proven an effective avenue for deal sourcing. During the first VC Cohorts meeting, NEA partner Vanessa Larco found an investor to lead the Series B of one of her existing portfolio companies, an Atlanta identity and credential verification startup called Evident. That Series B lead was Aspect Ventures partner (now a founding partner at aCrew Capital) Lauren Kolodny. The two All Raise members now sit on the company’s board of directors.

“Our cohort meetings always end with talking about portfolio companies that are currently raising,” Larco said in a statement. “I didn’t expect to share a deal with someone in my cohort, but she was an ideal investor for one of my portfolio companies.”

Male VCs have always had cross-firm relationships that facilitate deal-making. Women, who are much less represented — occupying only 11% of investment partner roles, according to Crunchbase News — have historically had fewer resources available to develop these critical relationships.

Moving forward, All Raise will continue building and launching new products tailored for women in tech, add additional folks to the small but growing All Raise team and determine how they can better reach women outside of VC hubs.

“Just because you’re sitting in Oklahoma doesn’t mean you don’t have the most amazing idea that can disrupt an entire category,” Kostka said.

Aptiv and Hyundai form new joint venture focused on autonomous driving

Automaker Hyundai is forming a new joint venture with autonomous driving technology company Aptiv, with both parties taking a 50 percent ownership stake in the new company. The goal of the new venture will be to develop Level 4 and Level 5 production-ready self-driving systems intended for commercialization, with the goal of making those available to robotaxi and fleet operators, as well as other auto makers, by 2022.

The combined investment in the joint venture from both companies will total $4 billion in aggregate value (including the value of combined engineering services, R&D and IP) initially, according to Aptiv and Hyundai, and testing for their fully autonomous systems will begin in 2020 in pursuit of that 2022 commercialization target.

In terms of what each is bringing to the table, Aptiv will be delivering its autonomous driving tech, which it has been developing for many years – originally as part of global automative industry supplier Delphi – as well as 700 employees working on AV tech. Hyundai Motor Group will provide a combined $1.6 billion in cash from across its subrands, vehicle engineering, R&D and access to its IP.

Heading up the new joint venture will be Karl Iagnemma, the President of Aptiv’s Autonomous Mobility group, and it’ll be headquartered in Boston and supported by additional technology centres in multiple locations in the U.S. and Asia.

Both companies have been demonstrating autonomous vehicle technologies for multiple years now, and Aptiv has been working with Lyft in Las Vegas on a public trial of autonomous robotaxi services since debuting the capabilities at CES in 2018. Aptiv’s Vegas pilot uses BMW 5-Series cars for its autonomous pick-up fleet.

This joint venture should help them with brining the technology to market with the scale of a global automaker, while Hyundai gains by being able to shore up its own work in self-driving with a partner who has invested in developing these solutions as a primary concern over many years.

Ginkgo Bioworks’ dev shop for genetic programming is now worth $4 billion

Ginkgo Bioworks is now worth $4 billion after a $290 million capital infusion that will give the company the cash to dramatically expand its developer shop for genetic programming.

The Boston-based company is one of a handful of U.S.-based early-stage companies that are on the forefront of developing the tools to modify genetic material for everyday applications.

“Cells are programmable similar to computers because they run on digital code in the form of DNA.” said Jason Kelly, CEO and co-founder of Ginkgo Bioworks, in a statement. “Ginkgo has the best compiler and debugger for writing genetic code and we use it program cells for customers in a range of industries. Today’s fundraise will allow us expand our technology and continue our drive to bring biology into every physical goods industry – materials, clothing, electronics, food, pharmaceuticals, and more. They are all biotech industries but just don’t know it yet.”

Ginkgo makes money in two ways. The company sells its development services to anyone who comes in with an idea. Kelly said that it’d be like any agreement with an entrepreneur who hires a coding shop to develop an application.

For example, if an entrepreneur wanted to develop houseplants that smelled like roses or lilies, they could approach Ginkgo, pay a (not-insignificant) fee, and Ginkgo would do the research into designing something like a lily-scented fern. (Kelly puts the sticker price on that kind of development somewhere in the neighborhood of $10 million, so a founder best believe their product can sell.)

“You don’t need to come in with deep biological know-how,” Kelly says. “The question is, is capital interested in the problem?”

The other way that Ginkgo is approaching the market is by taking equity stakes in businesses that rely on its technology.

Those take the form of joint ventures with companies like Bayer (the first joint venture partner for Ginkgo) and the launch of Joyn, a $100 million spin-out that was created in the summer of 2018.

The two companies are collaborating on the development of seeds that require less fertilizer for growth — something that could save the industry millions and decrease pollution associated with traditional chemical fertilizers.

Since that first spinout, Ginkgo has created three other companies. There’s the $122 million deal to produce rare cannabinoids with the Canadian cannabis company, Cronos; a partnership with Roche that was born out of Ginkgo’s acquisition of Warp Drive Bio; and Motif Foodworks, which is working on manufacturing alternative proteins with a $120 million in financing.

Alongside these large-scale initiatives, Ginkgo has signed partnerships with the West Coast powerhouse accelerator program from Y Combinator and a new Boston-based life sciences-focused group called Petri to conduct development work for startups from those programs in exchange for an equity stake.

“We’re not going to have all the good ideas,” says Kelly. “We want to tap the much larger pool of smart people and really have them building on our platform. Of all of the people we can give value to, we can give the most to startups. If we can offer them to do their biowork without all of the fixed costs of build a lab,” that’s valuable, he says.

Investors in the company include Y Combinator, DCVC, MassChallenge, Felicis Ventures, General Atlantic, Baillie Gifford, Bill Gates, and Viking Global.

Boston gets a new biotech accelerator with the launch of Petri

As biotechnology becomes more central to new innovations in healthcare, material science, and manufacturing, one of the nation’s research hubs is getting a new accelerator called Petri to launch companies focused on the commercialization of new technologies.

Backed by the Boston-based venture capital firm, Pillar, Petri has a three-year $15 million commitment to back companies developing new biotech applications in food, healthcare, industrial chemicals, and new materials — along with the enabling technologies to bring these products to market.

“We’re at the inflection point where these technologies will impact and continue to impact health but will also  impact food, agriculture, chemicals and materials,” says Petri co-founder, Tony Kulesa. “Everything we touch has some element of biology.”

Pillar has already invested in a couple of companies that show the potential promise of new biotech research coming from Boston-based universities like Boston University, Harvard and the Massachusetts Institute of Technology.

Asimov,io, a company that has set an ultimate goal of designing new genomes for industrial applications, was co-founded by graduates from Boston University and MIT, and is a part of the Pillar portfolio. PathAi, a company working on enabling technologies for computational biology, also counts an MIT grad as a co-founder. Meanwhile, Harvard’s George Church has been instrumental in the development of a number of biotech companies working at the frontier of genetic applications for healthcare and manufacturing.

Kulesa, an instructor at MIT spent seven years at MIT watching, in his words, how engineering has transformed biology. “It became clear to me that these technologies need to get out in the world,” says Kulesa.

Joining Kulesa as a managing director is Brian Baynes, a serial entrepreneur who founded Midori Health, an animal nutrition startup; Kaleido Biosciences, a microbiome control focused company; Celexion, a protein engineering and synthetic biology company; and Codon Devices, a synthetic biology toolkit company which was sold to Ginkgo Bioworks .

Over time, Kulesa and Baynes expect to have 10 to 20 companies in each cohort as the program expands. In addition to checks of at least $250,000 the Petri accelerator has lab space for each company and office space available.

The companies also could benefit from potential partnerships with companies like Gingko Bioworks, which happens to share office space in the same building, and with the accelerator’s clutch of big-name advisors and “co-founders” recruited from across the life sciences industry.

These co-founders who collectively hold a double-digit equity stake in Petri’s accelerator include Reshma Shetty, from Ginkgo Bioworks; Emily Leproust of Twist Bioscience; Stan Lapidus who was at Exact Sciences and Cytyc; Daphne Koller, the co-founder and chief executive of Insitro; Alec Nielsen the founder Asimov; and researchers Chris Voigt of MIT, and Pam Silver and George Church from Harvard’s Wyss Institute.

Genetically engineered organisms are finding their way into everything from food to fuel to chemistry. Companies like Impossible Foods, which uses genetically modified soy product, has raised hundreds of millions for its protein replacement, while Solugen, a manufacturer of chemicals using genetically modified organisms, has raised tens of millions to commercialize its technology. And Ginkgo Bioworks has raised nearly half a billion dollars to pursue applications for industrial biology.

“Engineering thinking has arrived in biology and the number of entrepreneurs that are interested in this area has grown dramatically,” says Pillar founding partner, Jamie Goldstein, in a statement. “Unlike classic biotech, these ideas don’t require tens or hundreds of millions of before you can demonstrate value–creating the opportunity for different funding models.”

Axios’ Dan Primack on ‘the most polarizing startup that exists’

Hello and welcome back to Equity, TechCrunch’s venture capital-focused podcast, where we unpack the numbers behind the headlines.

This week was a bit special. Instead of meeting up at the TechCrunch HQ to record the episode, Kate and Alex met up in muggy Boston at Drift’s office, where we linked up with Axios’s Dan Primack. And because we were feeling chatty, we went a bit long.

After checking in with Primack (he has a newsletter and a podcast), we first dealt with the latest from Tumblr. In short, Verizon Media is selling Tumblr to Automattic for a few dollars. How did Verizon wind up owning Tumblr? Ah. Well, Yahoo bought it. Later, after Verizon bought AOL, it bought Yahoo. Then it smushed them together and called it Oath. Then Verizon decided that it didn’t like that much and renamed the group Verizon Media. But Verizon doesn’t want to own media (besides TechCrunch, of course), so it sold Tumblr to Automattic, a venture-backed company best known for operating WordPress.

That’s a lot, I know. What matters is that Yahoo bought Tumblr for more than $1 billion. Verizon sold it for around $3 million. Now, Automattic has a few hundred new employees and a shot at juicing its user base before it goes public.

After that, we lamented that the WeWork S-1 had yet to appear. This was a tragedy, frankly. We had expected to spend half the show riffing on WeWork’s financials, alas…

So we turned to some normal material, like Ramp’s recent $7 million raise to take on Brex, and, SmartNews’s recent round, which gave it an eye-popping $1.1 billion valuation.

We ran a bit long because we were having fun, fitting in some conversation surrounding the notes from the SEC regarding the now-dead and then-fraudulent Rothenberg Ventures. More on that here if you want to get angry.

And finally, Vision Fund 2. It’s been a big source of interest for everyone on the show, and we expect whatever the second-act Vision Fund winds up becoming to be a big damn deal. The fund will invest in more than just consumer marketplaces; in fact, it’s eyeing more AI businesses and even biotech. That should be interesting.

All that and we have a lot more good stuff coming. Thanks for listening to the show, and we’ll be right back.

Equity drops every Friday at 6:00 am PT, so subscribe to us on Apple PodcastsOvercast, Pocket Casts, Downcast and all the casts.

Axios’ Dan Primack on ‘the most polarizing startup that exists’

Hello and welcome back to Equity, TechCrunch’s venture capital-focused podcast, where we unpack the numbers behind the headlines.

This week was a bit special. Instead of meeting up at the TechCrunch HQ to record the episode, Kate and Alex met up in muggy Boston at Drift’s office, where we linked up with Axios’s Dan Primack. And because we were feeling chatty, we went a bit long.

After checking in with Primack (he has a newsletter and a podcast), we first dealt with the latest from Tumblr. In short, Verizon Media is selling Tumblr to Automattic for a few dollars. How did Verizon wind up owning Tumblr? Ah. Well, Yahoo bought it. Later, after Verizon bought AOL, it bought Yahoo. Then it smushed them together and called it Oath. Then Verizon decided that it didn’t like that much and renamed the group Verizon Media. But Verizon doesn’t want to own media (besides TechCrunch, of course), so it sold Tumblr to Automattic, a venture-backed company best known for operating WordPress.

That’s a lot, I know. What matters is that Yahoo bought Tumblr for more than $1 billion. Verizon sold it for around $3 million. Now, Automattic has a few hundred new employees and a shot at juicing its user base before it goes public.

After that, we lamented that the WeWork S-1 had yet to appear. This was a tragedy, frankly. We had expected to spend half the show riffing on WeWork’s financials, alas…

So we turned to some normal material, like Ramp’s recent $7 million raise to take on Brex, and, SmartNews’s recent round, which gave it an eye-popping $1.1 billion valuation.

We ran a bit long because we were having fun, fitting in some conversation surrounding the notes from the SEC regarding the now-dead and then-fraudulent Rothenberg Ventures. More on that here if you want to get angry.

And finally, Vision Fund 2. It’s been a big source of interest for everyone on the show, and we expect whatever the second-act Vision Fund winds up becoming to be a big damn deal. The fund will invest in more than just consumer marketplaces; in fact, it’s eyeing more AI businesses and even biotech. That should be interesting.

All that and we have a lot more good stuff coming. Thanks for listening to the show, and we’ll be right back.

Equity drops every Friday at 6:00 am PT, so subscribe to us on Apple PodcastsOvercast, Pocket Casts, Downcast and all the casts.

Sperm storage startups are raising millions

A number of startups are bringing technology and innovation to the fertility industry, with a growing few focused specifically on male fertility.

“Society at large doesn’t understand the subject of fertility,” Tom Smith, the co-founder and chief executive officer of men’s sperm storage startup Dadi tells TechCrunch. “People see it as a female issue.”

Dadi has raised a $5 million seed extension led by The Chernin Group, a private equity fund that typically invests in media, with existing investors including London seed-fund Firstminute Capital and New York’s Third Kind Venture Capital also participating. The company, which sends at-home fertility tests and sperm storage kits, closed a $2 million seed round earlier this year.

Dadi’s funding event comes shortly after another men’s fertility business, Legacy, raised a $1.5 million round for its sperm testing and freezing service. Both companies hope to leverage venture capital funding to become the dominant men’s fertility brand.

Bain Capital Ventures -backed Legacy, which won TechCrunch’s Startup Battlefield competition at Disrupt Berlin 2018, allows men to get their sperm tested and frozen without visiting a clinic or meeting with a doctor. Founder and chief executive officer Khaled Kteily said the company, which is based out of the Harvard Innovation Labs in Boston, planned to use the capital to expand its sperm analysis and cryogenic storage services.

040319 AG WaPo Legacy Sperm Freezing 0016

Sarah Steinle, head of marketing, Khaled Kteily, founder and CEO, and Daniel Madero, head of clinic partnerships at Legacy .

Like many startups today, Dadi and Legacy are capitalizing on the direct-to-consumer business model to educate men about their fertility. Customers of both Dadi and Legacy simply order a DIY sperm collection kit online, collect a sperm sample and send it back to the company for a full fertility report. Both companies offer sperm storage services too. Dadi charges a total of $199.98 for its sperm testing kit and one year of sperm storage, while Legacy asks for $350 for clinical fertility analysis and lifestyle recommendations. To store your sperm in Legacy’s cryogenic storage facilities, it’s an additional $20 per month.

One in six couples struggles to get pregnant after one year of trying. According to the U.S. Department of Health & Human Services, one-third of the infertility cases amongst those couples are caused by fertility problems in men, another one-third of issues are connected to women and the remaining cases are a result of a combination of male and female fertility issues. By making sperm storage more accessible, startups hope to encourage a conversation around family planning and fertility among young men.

“Men also have a biological clock,” Smith said. “From your late 20s and onward, your overall sperm count absolutely declines and, more importantly, the number of mutations that can be passed on to that potential child grows.”

Dadi, a New York-based company, plans to use its latest bout of funding to continue developing a number of yet-to-be-announced products, as well as offer new support services to customers who’ve taken Dadi’s fertility tests: “If we are going to live up to our overall objective of being this encompassing business helping men through the fertility stack, the next step for us is investing in next-step support,” Smith explains.

Dadi’s founding team lacks experience in the healthcare sector, which is likely to pose problems as the company expands and forges partnerships in the greater healthcare field. Smith previously led a custom emoji business, Imoji, which was acquired by Giphy in 2017. Dadi co-founder Mackey Saturday, for his part, was previously a graphic designer responsible for creating Instagram’s logo.

Aiming to make up for its lack of expertise, Dadi has formed a Science and Technology Advisory Board with participation from Dr. Michael Eisenberg, associate professor of urology at Stanford’s Medical Center, and Dr. Jacques Cohen, the laboratory director at ART Institute of Washington at Walter Reed National Military Medical Center.

Legacy’s Kteily previously worked as a consultant focused on health & life sciences before serving as a senior manager at the World Economic Forum. Daniel Madero and Sarah Steinle, also Legacy co-founders, previously worked at Medifertil, a Colombian fertility clinic, and Extend Fertility, respectively.

In addition to Dadi and Legacy, other companies close to the space have recently secured notable investments including Hims, the provider of direct-to-consumer erectile dysfunction (ED) and hair loss medication, which raised a $100 million this year. Another seller of ED meds, Ro, has raised a total of $91 million. And Manual, an educational portal and treatment platform for men’s issues, raised a £5 million seed round in January from Felix Capital, Cherry Ventures and Cassius Capital.

Optimus Ride’s Brooklyn self-driving shuttles begin picking up passengers this week

Self-driving startup Optimus Ride will become the first to operate a commercial self-driving service in the state of New York – in Brooklyn. But don’t expect these things to be contending with pedestrians, bike riders, taxis and cars on New York’s busiest roads; instead, they’ll be offering shuttle services within Brooklyn Navy Yards, a 300-acre private commercial development.

The Optimus Ride autonomous vehicles, which have six seats across three rows for passengers, and which also always have both a safety driver and another Optimus staff observer on board, at least for now, will offer service seven days a week, for free, running a service loop that will cover the entire complex. It includes a stop at a new ferry landing on-site, which means a lot of commuters should be able to pretty easily grab a seat in one for their last-mile needs.

Optimus Ride’s shuttles have been in operation in a number of different sites across the U.S., including in Boston, Virginia, California and Massachusetts.

The Brooklyn Navy Yards is a perfect environment for the service, since it plays host to some 10,000 workers, but also includes entirely private roads – which means Optimus Ride doesn’t need to worry about public road rules and regulations in deploying a commercial self-driving service.

May Mobility, an Ann Arbor-based startup also focused on low-speed autonomous shuttles, has deployed in partnership with some smaller cities and on defined bus route paths. The approach of both companies is similar, using relatively simple vehicle designs and serving low-volume ridership in areas where traffic and pedestrian patterns are relatively easy to anticipate.

Commercially viable, fully autonomous robotaxi service for dense urban areas is still a long, long way off – and definitely out of reach for startup and smaller companies in the near-term. Tackling commercial service in controlled environments on a smaller scale is a great way to build the business while bringing in revenue and offering actual value to paying customers at the same time.

Cybereason raises $200 million for its enterprise security platform

Cybereason, which uses machine learning to increase the number of endpoints a single analyst can manage across a network of distributed resources, has raised $200 million in new financing from SoftBank Group and its affiliates. 

It’s a sign of the belief that SoftBank has in the technology, since the Japanese investment firm is basically doubling down on commitments it made to the Boston-based company four years ago.

The company first came to our attention five years ago when it raised a $25 million financing from investors including CRV, Spark Capital and Lockheed Martin.

Cybereason’s technology processes and analyzes data in real-time across an organization’s daily operations and relationships. It looks for anomalies in behavior across nodes on networks and uses those anomalies to flag suspicious activity.

The company also provides reporting tools to inform customers of the root cause, the timeline, the person involved in the breach or breaches, what tools they use and what information was being disseminated within and outside of the organization.

For founder Lior Div, Cybereason’s work is the continuation of the six years of training and service he spent working with the Israeli army’s 8200 Unit, the military incubator for half of the security startups pitching their wares today. After his time in the military, Div worked for the Israei government as a private contractor reverse engineering hacking operations.

Over the last two years, Cybereason has expanded the scope of its service to a network that spans 6 million endpoints tracked by 500 employees with offices in Boston, Tel Aviv, Tokyo and London.

“Cybereason’s big data analytics approach to mitigating cyber risk has fueled explosive expansion at the leading edge of the EDR domain, disrupting the EPP market. We are leading the wave, becoming the world’s most reliable and effective endpoint prevention and detection solution because of our technology, our people and our partners,” said Div, in a statement. “We help all security teams prevent more attacks, sooner, in ways that enable understanding and taking decisive action faster.”

The company said it will use the new funding to accelerate its sales and marketing efforts across all geographies and push further ahead with research and development to make more of its security operations autonomous.

“Today, there is a shortage of more than three million level 1-3 analysts,” said Yonatan Striem-Amit, chief technology officer and Co-founder, Cybereason, in a statement. “The new autonomous SOC enables SOC teams of the future to harness technology where manual work is being relied on today and it will elevate  L1 analysts to spend time on higher value tasks and accelerate the advanced analysis L3 analysts do.”

Most recently the company was behind the discovery of Operation SoftCell, the largest nation-state cyber espionage attack on telecommunications companies. 

That attack, which was either conducted by Chinese-backed actors or made to look like it was conducted by Chinese-backed actors, according to Cybereason targeted a select group of users in an effort to acquire cell phone records.

As we wrote at the time:

… hackers have systematically broken in to more than 10 cell networks around the world to date over the past seven years to obtain massive amounts of call records — including times and dates of calls, and their cell-based locations — on at least 20 individuals.

Researchers at Boston-based Cybereason, who discovered the operationand shared their findings with TechCrunch, said the hackers could track the physical location of any customer of the hacked telcos — including spies and politicians — using the call records.

Lior Div, Cybereason’s co-founder and chief executive, told TechCrunch it’s “massive-scale” espionage.

Call detail records — or CDRs — are the crown jewels of any intelligence agency’s collection efforts. These call records are highly detailed metadata logs generated by a phone provider to connect calls and messages from one person to another. Although they don’t include the recordings of calls or the contents of messages, they can offer detailed insight into a person’s life. The National Security Agency  has for years controversially collected the call records of Americans from cell providers like AT&T and Verizon (which owns TechCrunch), despite the questionable legality.

It’s not the first time that Cybereason has uncovered major security threats.

Back when it had just raised capital from CRV and Spark, Cybereason’s chief executive was touting its work with a defense contractor who’d been hacked. Again, the suspected culprit was the Chinese government.

As we reported, during one of the early product demos for a private defense contractor, Cybereason identified a full-blown attack by the Chinese — ten thousand usernames and passwords were leaked, and the attackers had access to nearly half of the organization on a daily basis.

The security breach was too sensitive to be shared with the press, but Div says that the FBI was involved and that the company had no indication that they were being hacked until Cybereason detected it.

How to go to market in middle America

There comes a time for many startup companies where they either realize they need to do a nationwide roll-out, or they need to actively target buyers in the middle of the country. If you are a startup on either the east or the west coasts, it’s worth thinking about how this market might present its own set of unique challenges, and how you plan to overcome them.

There are a lot of misconceptions about what some people call “flyover country”, and as a San Francisco native who spent two decades in NY, DC, and Boston before moving to Pittsburgh, I can assure you they are almost all wrong. Without getting into specifics, the reality of “middle America” is that it’s the same as anywhere else.

Income, education, world view, and waistlines are all varied. It’s pretty accurate that San Francisco possesses a culture obsessed with fitness and entrepreneurship. But, California isn’t necessarily all like that, and if you think it is, I encourage you to go to Bakersfield, the Central Valley, or Eureka sometime.

In addition, just because the stereotypes are wrong doesn’t mean there’s nothing different about doing business here. As you think about how to conduct your rollout, here are some things you should consider:

Table of Contents

Research

As with any market, research is key since it informs every other aspect of the rollout. Start by looking into who your competition is.

Since there are fewer VC backed startups in middle America, and smaller companies tend to get less press, the research may be harder. However, there are some major universities that are actively putting money into their own Entrepreneurship programs and those spinoffs often do very well.