TechCrunch virtually sat down with venture capitalist and Cleo Capital managing director Sarah Kunst at our latest Early Stage event last week. Kunst joined us to chat about preparing for raising capital in today’s frenetic fundraising environment, digging into the gritty mechanics for the audience.

Cleo Capital invests $500,000 to $1 million into early-stage startups, with portfolio companies that include mmhmm, Cameo and StyleSeat, among others.

Next, a few favorite excerpts from the chat, starting with Kunst’s notes on how to make a killer pitch deck. Questions from the audience helped direct the conversation, so I’ve tried to select themes that came from y’all. We’ll also explore advice regarding incorporation, how to find a co-founder and when startups are too large to join an accelerator. (Quotes lightly edited for clarity.)

Before we get into key points from the conversation, here’s a rundown of links that Kunst discussed that I promised to include in this post:

Guy Kawasaki’s 10 slide deck Where to pitch Cleo CapitalStripe AtlasCooleyGoY Combinator’s documents hub LunchClub with Kunst’s invite code attachedKunst’s Twitter account

How to make a great pitch deck

Here’s the thing about decks: Don’t be ugly. Don’t be ugly. Don’t be ugly.

The good news is it is free and easy to make a non-ugly deck. It is not 1999. You do not have to use clip art. You can go to Canva. You can go to plenty of websites that give you very basic, very cheap — if not free — very simple decks. Just use one. It doesn’t have to change the world. But it can’t be ugly. No Comic Sans font, unless you’re a deeply ironic meme-driven company. And even then, the odds that that joke will land are infinitesimal. So, just don’t have an ugly deck.

What should be in your deck? Again, this will be a link that we’ll have later, but I love for really early-stage companies to use Guy Kawasaki’s 10-slide pitch-deck format. Do not send me something that is a video. Do not send me something that is a one-pager. Do not send me something that’s 100-pager. [I want] 10 slides. Don’t make me download anything. Attached as a PDF, use DocSend.

Make it really, really, really simple and really easy to read and digest who you are, what the problem is [you are tackling], what the solution is, why you’re the right team to do it, what your traction is, how much you’re raising, [and] maybe a product slide. That’s it. That’s all I need to know. I’ll take the meeting or I won’t. And I say that on behalf of every other VC and angel in the world.

This advice is clear and should help you avoid some common pitfalls. Everything that she said not to do, I promise she’s had sent to her. Don’t be the next thing that gets deleted. Do what she said.

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How to find a co-founder

Look back through everybody you know. This is sort of the same [as] when we get to the friends and family part of fundraising. Really go back and say, Who do I know? Not, Who are my best friends, or who was at my wedding. Take a much broader look. And think about the intern you always sat next to who was an engineer — what are they up to now? Your college roommate’s boyfriend or girlfriend who was a great compsci major. What are they doing now? Tweet about it, reach out on social media, reach out on LinkedIn. I’m obsessed with LinkedIn. If you keep your network up to date, you can literally go search who do you know who’s a computer scientist? First-degree, second-degree connections [are great]. Then just reach out to people and say, Hey, we’d love to chat with you.

We know how much you love a good startup pitch-off. Who doesn’t? It combines the thrill of live, high-stakes entertainment with learning about the hottest new thing. Plus, you get to hear feedback from some of the smartest folks in the industry, thus learning how to absolutely crush it at your next pitch meeting with a VC.

With all that in mind, we’re introducing a special summer edition of Extra Crunch Live that’s all pitch-off, all the time.

On July 21 and July 28, Extra Crunch Live will feature startups exhibiting in the Startup Alley at TechCrunch Disrupt 2021 in September. Those startups will pitch their products/businesses to a pair of expert VC judges, who will then give their live feedback.

Extra Crunch Live is usually a combination of an interview with a founder/investor duo and an audience pitch-off. But as it’s summer, and Disrupt is right around the corner, we thought it would be fun to bring you even more pitches and even more feedback.

On July 21, our expert VC judges will be Alexa von Tobel of Inspired Capital and Anis Uzzaman from Pegasus Tech Ventures.

REGISTER HERE FOR INSPIRED CAPITAL AND PEGASUS TECH VENTURES

REGISTER HERE FOR INSPIRED CAPITAL AND PEGASUS TECH VENTURES

Alexa von Tobel founded LearnVest, which sold for hundreds of millions of dollars. She then went on to found and serve as general partner at Inspired Capital. She’s been to plenty of TechCrunch events, and has even been a guest on Extra Crunch Live earlier this year. Long story short: She’s a smarty pants and an all-around fun person to hang out with.

Anis Uzzaman is founder and partner at Pegasus Tech Ventures, whose portfolio includes SpaceX, 23andme, Airbnb, Sofi, Coinbase, Robinhood, DoorDash and many more. Before Pegasus, he was at IBM and Cadence, where he drove strategic investments in software development, microelectronics and e-commerce. And if that weren’t enough, he’s founded several companies.

On July 28, our VC judges include Nicole Johnson from Forerunner and Mor Assia from iAngels.

REGISTER HERE FOR FORERUNNER VENTURES AND iANGELS

REGISTER HERE FOR FORERUNNER VENTURES AND iANGELS

Nicole Johnson has a background in psychology and brings that experience into the world of consumer tech, focusing on the consumer psyche to both evaluate and help grow startups in which she is investing. Her portfolio includes Calibrate, Neighborhood Goods, Nécessaire, Heroes, Thingtesting, Prose, Stadium Goods and others.

Mor Assia is founding partner and co-CEO of iAngels. Hailing from Israel, and part of the IDF’s elite intelligence unit 8200, Assia leads the iAngel’s investment committee, deal screening, due diligence and portfolio management. She has a background with SAP, IBM and Amdocs, and specializes in the areas of fintech, AI and automotive technology.

These upcoming episodes are sure to be as exciting as they are informative, and we’ll be hitting you with more special edition Startup Alley pitch-off episodes of ECL throughout the rest of the summer.

Also, buy a ticket to Disrupt. Trust me. The agenda is lit. Along with the heavy hitters on the Disrupt Stage, you can get your founder how-to knowledge at sessions on the Extra Crunch Stage, breakout sessions and intimate roundtable discussions. You’ll be able to find and engage with people from all around the world through world-class networking on CrunchMatch and our virtual platform — all for under $100 for a limited time with even deeper discounts for nonprofit/government agencies, students and up-and-coming founders!

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American Express is branching out into financial planning, with a little help from a seven-person startup called BodesWell.

This week, the credit card giant launched a pilot of its first self-service digital financial planning tool, dubbed “My Financial Plan (MFP).” The six-month pilot kicked off on July 11 with about 25,000 select Amex cardmembers.

American Express quietly invested in BodesWell in late 2020 via its venture arm, Amex Ventures. Since then, the financial services behemoth teamed up with the tiny startup to develop the financial planning tool for its users. The new product is designed to give users a complete picture of their financial health and help them make and achieve major life goals, such as buying a house or retirement.

TechCrunch talked with Amex Ventures’ Julia Huang, who led the investment and strategy around the new product, and BodesWell co-founder and CEO Matthew Bellows to learn more details.

The pair actually met while serving on a panel together in 2019. 

“I was drawn to the fact that it was not a round-up savings tool, but rather a holistic tool to understand your full financial picture that could be used to plan for the financial impact of your life decisions,” Huang told TechCrunch.

Before deciding to invest in BodesWell, Huang says Amex Ventures — which over time has backed more than 70 startups — had “evaluated the space quite extensively.”

Huang introduced Bellows and his staff to Amex’s Digital Labs team and they embarked on jointly developing a specialized offering for Amex customers. (While Bellow is based in Boston, he says the startup is “globally distributed.”)

“Our goal is to democratize financial planning with our cardmembers by providing detailed insights and forecasts to help them with their holistic planning,” she told TechCrunch.

Bellows started BodesWell in early 2019 with the goal of empowering clients and customers to build their own financial plan.

“So much of financial planning software is aimed at financial advisors, and requires them to run it,” he said. “So, most people can’t get the benefits of financial planning…Our hope is to expand benefits to a lot more people.”

BodesWell will guide users in setting up a financial plan and will work even better if they sync with their other financial information via Plaid so it can “update in real time,” Huang said.

The tool “takes into account income, assets, expenses and liabilities — what cash flow looks like holistically so that users can drag & drop to plan life events,” Bellow said. 

An estimated 85 million American households don’t have a financial, planner for a variety of reasons — including mistrust of a planner’s intentions or just feeling overwhelmed by the process.

The product is free during the pilot phase and American Express hasn’t yet determined if it will charge for it afterwards.

“We’re gauging first for engagement and the power of the product for our customers,” Huang told TechCrunch. “We want to make sure the product resonates and that we iterate on the product to make sure it’s good for the broader population. Our primary goal is that our customers use it and find it valuable.”

Amex Ventures has formed “some level of partnership” with more than two-thirds of its portfolio companies, she added.

“We try to engage with our portfolio in that way, to provide value with our startup ecosystem,” Huang said.

For its part, BodesWell had previously raised about $1.5 million from investors such as Cleo Capital, Ex Ventures, Riot.vc, GritCapital and Argon Capital and angels like HubSpot CEO Brian Halligan and Kintent CEO Sravish Sridhar.

News broke this morning that Revolut, a U.K.-based consumer fintech player, raised a Series E round of funding worth $800 million at a valuation of $33 billion. Those figures are breathtaking not only due to their sheer scale, but also thanks to their radical divergence from Revolut’s preceding funding event.

At times, The Exchange, TechCrunch’s markets-and-startups column, runs into two topics worth exploring in a single day. Today is such a day. You can check out our earlier notes on the buy now, pay later startup market and Apple’s entrance into the BNPL space here. Now, let’s talk about neobanks.

As TechCrunch’s Ingrid Lunden wrote earlier today concerning the news:

This latest Series E is being co-led by Softbank Vision Fund 2 and Tiger Global, who appear to be the only backers in this round. It comes on the heels of rumors earlier this month Revolut was raising big. Revolut last raised about a year ago, when it closed out a Series D at $580 million, but what is stunning is how much its valuation has changed since then, growing 6x (it was $5.5 billion last year).

Stunning indeed.

Lunden also went on to report on the company’s changing financial picture based on Revolut’s recently released 2020 results. In this entry, we’re digging more deeply into those financial results and usage metrics detailed by the fintech megacorn.

The Exchange explores startups, markets and money.

Read it every morning on Extra Crunch or get The Exchange newsletter every Saturday.

The picture that emerges is one of a company with a rapidly improving financial image, albeit with some blank spaces regarding recent customer growth.

At the TechCrunch Early Stage: Marketing and Fundraising event last week, Norwest Venture Partners‘ Lisa 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)

Don’t send VC a cold deck ever again: Start sending video pitches11 words and phrases to cut from your VC pitch deckHow Retail Zipline’s Series A pitch deck ticked every box for Emergence Capital

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How to implement conflicting feedback?

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.

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.

 

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:

Part 1: Origin story “CockroachDB, the database that just won’t die” (2,100 words/8 minutes) — Looks at the origins of CockroachDB, from the creation of the popular open-source image editor GIMP to some of Google’s most well-known infrastructure products.Part 2: Technical design “How engineers fought the CAP theorem in the global war on latency” (2,400 words/10 minutes) — Analyzes the key differentiation that CockroachDB offers the relational database market, particularly its focus on geography and data storage.Part 3: Developer relations and business “‘Developers, as you know, do not like to pay for things‘” (2,200 words/9 minutes) — Explores how CockroachDB engages with developers while also pivoting to the cloud at a key inflection point in its business.Part 4: Competitive landscape and future “Scaling CockroachDB in the red ocean of relational databases” (2,400 words/10 minutes) — Evaluates the future of the startup within the extremely competitive landscape of relational databases and what possible exit routes might look like.

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 This email address is being protected from spambots. You need JavaScript enabled to view it..

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.

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.

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.

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:

What makes reading and writing data over a global geography so hard?How does CockroachDB address the problem?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.

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.

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.

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.

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

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.

Google has announced that all Workspace customers can now access Google Meet through Glass Enterprise edition 2.Read More

SecurEnds, a risk and compliance management startup leveraging AI and machine learning, has raised $21 million in venture funding.Read More

106 million 5G smartphones are expected to ship in 2021, and overall tech industry sales will reach $487 billion in 2021, the CTA said.Read More

IBM has acquired Bluetab, a global enterprise software and technical services company, for an undisclosed amount.Read More

The daily time spent using apps rose as much as 45% in two years as the pandemic reinforced mobile habits, according to App Annie.Read More

With an 8.6% increase over 2021, Gartner says technology spending is accelerating ahead of revenue expectations.Read More

Actian updated its database based on the Btrieve architecture to accelerate SQL queries for mobile and edge computing applications.Read More

Netflix has hired former Oculus and EA game development leader Mike Verdu to head its fledgling game efforts.Read More

P&G Ventures named "second skin" startup Nanospun Technologies as the winner of its Virtual Innovation Challenge.Read More