Keep Labs won an Innovation Award Honoree award for CES 2020 but is banned from saying the word “cannabis” on the CES show floor. The CTA, the trade group behind CES, told Keep Labs it could only exhibit if the company’s signage, marketing materials and the product is free from cannabis product and paraphernalia.

To be named as an honoree is a significant honor for any company, but with Keep Labs, it’s historic. Keep is a product designed explicitly for cannabis, and this is the first time a company centered around marijuana has won an award from CES.

Because of the strict guidelines, Keep Labs decided it wasn’t in its best interest to exhibit at CES despite winning one of its top awards. The company is currently featured on the CES website, among other Innovation Award Honorees, where the word “cannabis” is used throughout the description.

Keep smart storage

Keep is a discreet desktop storage device designed to keep cannabis fresh and locked away. It looks like a smart speaker with a clock, but if you engage the biometric lock, the top opens, revealing several storage containers for cannabis products. With mobile alerts, a built-in scale and a hermetic seal, the device is purpose-built to be an ideal spot to store and secure weed.

The company was founded by two Canadian dads looking for a more secure way to store edibles. Their story is familiar: A friend unknowingly consumed cannabis gummies from an unmarked container. This led the founders to try to find a safe place to store cannabis items. Unable to find such a device, Ben Gliksman, a venture capital attorney with 10 years of experience, and Philip Wilkins, who previously built and sold two companies, set out to build their own.

Available in chalk white and slate black, the device is beautiful and achieves its goal of securing cannabis without hiding. This storage container would look at home on a bedside stand or hallway table.

Facial recognition keeps the device locked. If Keep is tampered with, the owner gets a smartphone notification. An airtight seal keeps things fresh and contains odors. Inside, separate containers keep things organized. There’s even a removable rolling tray and space for accessories. A battery allows owners to use the device anywhere.

This is Keep Labs’ first product, and the company is conducting its own fundraising campaign. At the time of writing, the Keep is available for pre-order for CAD 199.

The CTA awarded Keep Labs the Innovations Award Nominee honor on October 15. On December 4, the CTA gave the company the restrictions on exhibiting.

I spoke with Keeps Lab co-founder Philip Wilkins after the company first heard of the restrictions. At that time, in early December, the company still planned on attending and exhibiting the award. Later, the company had a change of heart.

Now, Wilkins tells TechCrunch that without being able to mention or talk about cannabis, they wouldn’t be doing the brand justice. The CTA had lumped them in with “storage solutions and appliance for the home.” Shying away from cannabis goes against everything they believe in. They aren’t a home storage solution, the company says, and that’s not why they won the award.

There’s a stigma around cannabis tech, Wilkins said, adding Keep Labs’ product is lumped in with “bongs and blunts.”

The company’s ban from CES is the latest hurdle facing Keep Labs. The company previously attempted to list its product on Kickstarter and Indiegogo, but neither platform would allow it, because of the word “cannabis.”

Instead, the company launched a self-run crowdfunding campaign. Right now, 805 backers have pre-ordered the device for CAD 199. The campaign is at 77% with just under two months to go before the self-imposed deadline of March 1, 2020.

Wilkins told TechCrunch the company is in the middle of mass-producing the product and looking for additional distribution channels, as well as venture capital investors who understand the need and cannabis space.

CES, Las Vegas and cannabis

Cannabis and e-cigarette products are historically banned from CES. Vape makers like Pax and Puffco and Juul have been unable to exhibit, but with the Keep Labs award, it felt like the CTA was softening its stance. After all, Keep Laps doesn’t make a consumption product, but rather a storage product. The distinction seems significant.

The trade association issued TechCrunch the following statement: “There are no cannabis or e-cigarette products on the exhibit floor at CES, as the show does not have a category pertaining to that market. Given cannabis is not a category at CES, the company was able to exhibit under the terms they’d showcase their product as a storage device,” adding later “Keeps Lab (sic) fit in the Home Appliances category for the Innovation Awards.”

Exhibiting at CES can lead to significant growth for companies. Buyers, distributors and bankers alike attend the show in the hopes of adding companies and products to their portfolios. For a startup like Keep Labs, it can lead to retail distribution, financial capital and valuable industry partners. And being nominated as an Innovation Award Nominee shines a spotlight, making deals even more accessible.

More than 180,000 people attended last year’s show, including over 6,500 members of the media.

There are other ways of being at CES than through conventional means. Many companies take up private spaces throughout Las Vegas, in hotel rooms, and in other conference centers. This lets companies access the CES attendees in more private settings. However, by nature, these spaces are invite-only, which eliminates a lot of opportunities for the companies.

For cannabis companies, renting a hotel room bypasses the CTA’s rules, but not Nevada state laws. In the state of Nevada marijuana is legal to consume in private residences, but banned from consumption in parks, dispensaries and hotels. This means there isn’t — really — a place Las Vegas visitors can legally consume cannabis. And for cannabis companies looking to make deals, there are few legal locations where they can demonstrate their products.

Banned tech

This incident smells familiar. In the run-up to the 2019 show, the CTA awarded sex-tech startup Lora DiCarlo with the same award, only later to rescind it. The CTA told TechCrunch at the time that the Lora DiCarlo Osé does not fit into existing product categories, and the company should not have been accepted for the Innovation Awards Program.

The CTA drew widespread criticism for revoking Lora DiCarlo’s award.

TechCrunch confirmed at the time the CTA also prohibited Lora DiCarlo from exhibiting at CES, citing the company doesn’t fit a product category. However, other sex tech companies were on the show floor that year.

Past CES shows featured sex tech companies, including a virtual reality porn company in 2017 and a sex toy robot for men in 2018. This year’s show will be sexual wellness company OhMiBod’s tenth year exhibiting at CES. In years past, the company launched wellness products, including a Kegel exerciser and, in 2019, when Lora DiCarlo was banned, an Apple Watch-controlled vibrator.

“There is an obvious double-standard when it comes to sexuality and sexual health,” Lora DiCarlo founder Lora Haddock wrote last year. “While there are sex and sexual health products at CES, it seems that CES/CTA administration applies the rules differently for companies and products based on the gender of their customers. Men’s sexuality is allowed to be explicit with a literal sex robot in the shape of an unrealistically proportioned woman and VR porn in point of pride along the aisle. Female sexuality, on the other hand, is heavily muted if not outright banned.”

In the CTA’s letter to Lora DiCarlo, obtained by TechCrunch, the CTA cited a clause that explained how entries deemed “in their sole discretion to be immoral, obscene, indecent, profane or not in keeping with the CTA’s image will be disqualified. CTA reserves the right in its sole discretion to disqualify any entry at any time which, in CTA’s opinion, endangers the safety or well being of any person, or fails to comply with these Official Rules. CTA decisions are final and binding.”

CES or bust

The cannabis market is exploding. In the United States, the substance is legal in 11 states, with Illinois becoming the latest to allow the sale and consumption for recreational use. Public support for legal pot hit an all-time high in 2019, according to this CBS News Poll. More than 30 states have legalized it to some degree, and more will follow.

Recreational cannabis is legal in Canada, where Keep Labs is based.

The sheer demand raises the question of the CTA’s slow acceptance of cannabis-related products. As a trade group, it’s tasked with promoting policy that leads to growth within the consumer electronics world, and cannabis tech is quickly becoming a lucrative industry with broad acceptance across demographics.

Someone within the CTA sees the appeal of the Keep device. By awarding it with one of its top honors, the CTA is celebrating the responsible use of cannabis. And yet, by requesting the company hide its intended purpose while exhibiting, it is seemingly forcing cannabis back into the shadows.

Sramana Mitra: Who was your first paying customer? Sazzala Reddy: I’m not sure if it was Siemens. We had about 30 beta customers. Sramana Mitra: What happens next in the journey? Sazzala Reddy: It...

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Sramana Mitra: The primary problem that you’re addressing is disaster recovery. Sazzala Reddy: That is the number one use case we found for our platform. Sramana Mitra: How did you settle into this...

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Over the past year, startup banks have proven that they have a shot at disrupting retail banking. These challengers have amassed a war chest of funding, announced some ambitious international expansion plans and attracted millions of customers.

And yet, building a bank has proven to be even harder than building a startup in general. Retail banks aren’t willing to sit back and watch startups eat their lunch. Here’s a look back at the biggest moves of the year from challenger banks, some trends you should keep an eye on and the upcoming challenges for those startups.

A year of aggressive growth

Due to the regulatory framework and the size of the market, it is much easier to launch a challenger bank in Europe compared to anywhere else in the world. That’s why challenger banks have been thriving in Europe.

When a company gets a full banking license from the central bank of a EU country, the startup can passport its license across all EU countries and operate across the continent.

N26 raised a ton of money in 2019: last January, the Berlin-based startup announced a $300 million funding round, raising another $170 million in July. The company is now valued at $3.5 billion.

With more than 3.5 million customers in Europe, N26 announced some ambitious expansion plans. N26 is now live in the U.S. and is already planning a launch in Brazil.

Revolut has also been aggressively expanding in order to beat its competitors to new markets. In addition to its home market in the U.K., Revolut is available across Europe. In 2019, the company expanded to Singapore and Australia and currently has at least 8 million users.

While Revolut announced that it should launch in the U.S. and Canada by the end of last year, the clock ran out on that prediction. The startup has been very transparent about its expansion plans, even though it sometimes means that you have to wait months or even years before a full rollout.

For instance, Revolut announced in September 2018 that it would launch in New Zealand, Hong Kong and Japan “in the coming months.” It later became “early 2019,” then “2019.” India, Brazil, South Africa, Mexico and the UAE have also all been mentioned at some point. In other words: launching a banking product in a new country is hard.

The U.S. is a tedious market as you have to get a license in all 50 states to operate across the country

Monzo has been doing well at home in the U.K. It has attracted 3 million customers and raised £113 million (~$144m) in funding last year from Y Combinator’s Continuity fund. It is expanding to the U.S., but the rollout has been slow.

Nubank is another well-funded challenger bank. Backed by Tencent, the startup has raised a $400 million Series F round from TCV. According to the WSJ, the startup has a valuation above $10 billion.

Originally from Brazil, Nubank expanded to Mexico and has plans to expand to Argentina.

Chime is increasingly looking like the bigger player in the U.S., recently raising a $500 million funding round and reached a valuation of $5.8 billion. It only operates in the U.S.

Starling Bank and Atom Bank only operate in the U.K. Bunq is based in Amsterdam with a product tailor-made for the Netherlands, but it accepts customers across Europe.

This isn’t meant to be an exhaustive list as it’s becoming increasingly hard to cover all challenger banks.

Subscription-based business model

There are a few basic features that separate challenger banks from legacy retail banks. Signing up is extremely simple and only requires a mobile app. The mobile app itself is usually much more polished than traditional banking apps.

Users receive a Mastercard or Visa debit card that communicates with the company’s server for each transaction. This way, users can receive instant notifications, block and unblock their cards and turn off some features, such as foreign payments, ATM withdrawals and online transactions.

Challenger banks usually customers promise no markup fees on transactions in foreign currencies, but there are sometimes some limits on this feature.

So how do these companies make money? When you pay with your card, banks generate a tiny, tiny interchange fee of money on each transaction. It’s really small, but it could become serious revenue at scale with tens of millions or hundreds of millions of users.

Challenger banks also offer other financial services like insurance products, foreign exchange or consumer credit. Some challenger banks develop those features in house, but many of those features are actually managed by external fintech partners. Challenger banks generate a commission on those products.

But the most promising product is premium subscriptions. While challenger banks started with free accounts and low, transparent fees, they have been selling premium subscriptions for a fixed monthly fee.

Challenger banks have become a software-as-a-service industry with a freemium component

For example, Revolut offers premium accounts for €7.99 per month with higher limits, some insurance benefits that you’d expect from a premium card and access to advanced features, such as cryptocurrencies and disposable virtual cards. There’s a super premium product for €13.99 called Metal with a metal card design, cashback on card payments and access to a concierge feature.

This seems a bit counterintuitive, but premium subscriptions have been performing well, according to discussions with people working in the industry. You pay a lot in subscription fees in order to avoid small transactional fees. (And you also get a cool card.)

Challenger banks have become a software-as-a-service industry with a freemium component. It leads to a premium positioning and high expectations from customers.

Upcoming challenges

I’m publishing this series on LinkedIn called Colors to explore a topic that I care deeply about: the Renaissance Mind. I am just as passionate about entrepreneurship, technology, and business, as I...

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Welcome back to Startups Weekly, a weekend newsletter that dives into the week’s noteworthy startups and venture capital news. Before I jump into today’s topic, let’s catch up a bit. Last week I wrote about the startups we lost in 2019. Before that, I noted the defining moments of VC in 2019.

Unfortunately, this will be my last newsletter, as I am leaving TechCrunch for a new opportunity. Don’t worry, Startups Weekly isn’t going anywhere. We’ll have a new writer taking over the weekly update soon enough; in the meantime, TechCrunch editor Henry Pickavet will be at the helm. You can still get in touch with me on Twitter @KateClarkTweets.

If you’re new here, you can subscribe to Startups Weekly here. Lots of good content will be coming your way in 2020.

India’s WeWork?

TechCrunch reporter Manish Singh penned an interesting piece on the state of Indian startups this week: As Indian startups raise record capital, losses are widening (Extra Crunch membership required). In it, he claims the financial performance of India’s largest startups are cause for concern. Gems like Flipkart, BigBasket and Paytm have lost a collective $3 billion in the last year.

“What is especially troublesome for startups is that there is no clear path for how they would ever generate big profits,” he writes. “Silicon Valley companies, for instance, have entered and expanded into India in recent years, investing billions of dollars in local operations, but yet, India has yet to make any substantial contribution to their bottom lines. If that wasn’t challenging enough, many Indian startups compete directly with Silicon Valley giants, which while impressive, is an expensive endeavor.”

Manish’s story came one day after The New York Times published an in-depth report on Oyo, a tech-enabled budget hotel chain and rising star in the Indian tech community. The NYT wrote that Oyo offers unlicensed rooms and has bribed police officials to deter trouble, among other toxic practices.

Venture capital highlights (it’s been a slow week)

How to find the right reporter to pitch your startup

If you’ve still not subscribed to Extra Crunch, now is the time. Longtime TechCrunch reporter and editor Josh Constine is launching a new series to teach you how to pitch your startup. In it he will examine embargoes, exclusives, press kit visuals, interview questions and more. The first of many, How to find the right reporter to pitch your startup, is online now.

Subscribe to Extra Crunch here.

#EquityPod

Another week, another new episode of TechCrunch’s venture capital-focused podcast, Equity. This week, we discussed a few of 2019’s largest scandals, Peloton’s strange holiday ad and the controversy over at the luggage startup Away. Listen here and be sure to subscribe, too.

For anyone wondering about changes at Equity following my departure from TechCrunch, the lovely Alex Wilhelm (founding Equity co-host) will keep the show alive and, soon enough, there will be a brand new co-host in my place. Please keep supporting the show and be sure to recommend it to all your podcast-adoring friends.

TypingDNA, a four-year-old, 18-person startup that was founded in Bucharest, Romania and more recently moved its headquarters to Brooklyn, New York, has closed on $7 million in Series A funding for something interesting: AI-driven technology that it says can recognize people based on the way they type, both on their laptops and mobile devices.

We yesterday discovered an SEC filing that showed the company — which graduated from Techstars NYC in late 2018 and early last year closed on €1.3 million in seed funding — had so far raised $5.25 million toward that goal. We’ve since connected with the company’s co-founder and CEO, Raul Popa, who confirms the entire amount has been raised.

Gradient Ventures, which is Google’s nearly three-year-old, AI-focused venture group, led the round; it was joined by the company’s previous backers, including Techstars Ventures and GapMinder Venture Partners, a venture outfit based in Amsterdam.

Typing biometrics — the detailed timing information that describes exactly when each key is pressed and released as a way to identify the unique person at the keyboard — is apparently not brand new. A two-year-old, PC World article says research in the field dates back 20 years. It also says that inaccuracies have kept the technology from being used as a widespread way to authenticate individuals. TypingDNA meanwhile asserts that the typing pattern recognition technology it has developed has an accuracy rate of between 99% and 99.9%.

According to Popa, TypingDNA is currently working with banks, financial and payment apps, online education platforms, enterprise apps, consumer apps and government apps that are concerned with identity and fraud prevention.

On the education front, for example, it helps organizations ensure they’re giving the right students credit for the work they receive.

Worth noting: its API is open to anyone — especially developers — looking to integrate the technology into their products and apps. In fact, asked how the company will use its new round, Popa says the plan involves “focusing on developers more, coming up with typing biometrics-based products that can easily be integrated to solve various use cases, and helping banks and fintechs where regulation asks for biometrics as a second factor.”

As for what TypingDNA is doing that wasn’t previously possible, Popa says his team doesn’t need a huge body of work to draw conclusions, that they’re “able to look at very short and few samples of text in order to authenticate people with great accuracy.”

The mobile tech, he says, “needs even less data than on desktop, because we also look at other sensors in the device.”

From an AI point of view, TypingDNA is apparently combining pattern recognition, anomaly detection and what Popa calls one-shot learning techniques — some of which are “completely novel,” he says. Indeed, if all goes as planned, it eventually also could be applied to other technologies, as well to improve binary classification quality when few training samples are used.

One Medical, a San Francisco-based primary care startup with tech-infused, concierge services filed for an IPO with the Securities and Exchange Commission today.

Internal medicine doctor Tom Lee founded the startup, now valued at well-over $1 billion dollars, in 2007. Lee exited his company in 2017, leaving it in the hands of former UnitedHealth group executive Amir Rubin.

The startup currently operates 72 health clinics in nine major cities throughout the U.S., with three more markets expected to open in 2020 and has raised just over $500 in venture capital from it’s biggest investor, the Carlyle Group (which owns just over a quarter of shares), Alphabet’s GV, J.P. Morgan and others. Google also incorporates One Medical into its campuses and accounts for about 10% of the company revenue, according to the SEC filing. The filing also mentions the company, which is officially incorporated as 1Life Healthcare Inc. ONEM, now plans to raise about $100 million.

Presumably, this money will help the company improve upon its technology and expand to more markets. We’ve reached out to One Medical for more and so far have only been referred to its wire statement.

According to that statement, One Medical has applied for a listing as ticker symbol, ONEM under its common stock on the Nasdaq Global Select Market. We’ll be sure to update you if and when we hear more.

The world’s forests are ablaze, under threat from illegal logging and disappearing due to the less dramatic environmental degradation wrought by drought and other signs of climate change.

It’s part of the negative feedback loop that seems to be accelerating climate change as greenhouse gases accumulate in the atmosphere, but one startup company is trying to facilitate reforestation by supporting carbon offsets that specifically target the world’s flora.

Pachama has raised $4.1 million to create a marketplace where companies can support carbon offset projects. The company is backed by some big names in tech investment, like former Uber executive Ryan Graves, through his private investment firm, Saltwater, and Chris Sacca, a prominent early investor in Uber, through his Lowercase Capital firm.

Founded by Diego Saez-Gil, a serial entrepreneur whose last company was a startup selling a “smart-suitcase,” Pachama is aiming to bring reforestation projects to the carbon markets whose impacts can be independently verified by the company’s monitoring software to ensure their ability to offset emissions.

“We were making a smart connected suitcase which got banned,” says Saez-Gil. “After that I decided to take some time off and I was quite burnt out. I wanted to do some soul searching and tried to decide what I wanted to put my efforts [into].” 

He traveled to South America and did a trip through the Amazon rain forest in Peru. It was there that Saez-Gil saw the effects of deforestation in an area that represents a huge carbon dioxide offset for the planet.

“There are about 1 billion hectares on the planet that could be reforested,” says Saez-Gil.

That opportunity — to contribute to the perpetuation of independently validated carbon markets around the world — is what convinced investors like Paul Graham, Justin Kan, Daniel Kan, Gustaf Alströmer, Peter Reinhardt, Jason Jacobs and Chris Sacca from Lowercase Capital, as well as funds such as Social+Capital, Global Founders Capital and Atomico, to contribute to the company’s $4.1 million funding.

It’s a pretty big consortium to finance what amounts to a small capital commitment (given the size of the funds under management that these investors have at their disposal), but investors are right to be a little wary.

Carbon markets are driven by policy, and policymakers have been reluctant to draft legislation that would put a high enough price on carbon emissions to make those markets viable.

“Pachama’s carbon credit marketplace is launching at a pivotal moment when awareness of the climate crisis is reaching an all-time high, and businesses are increasingly looking to become carbon neutral,” said Ryan Graves, Pachama’s lead investor and new director said in a statement. “What attracted me to Pachama was the company’s use of technology to bring trust to an industry that desperately needs it, and gives the verifiable results to the purchasers of carbon credits.”

Awareness doesn’t equal political action, however, and Pachama needs the political will of both governments and consumers to move the needle on creating viable carbon trading markets.

Pachama’s business becomes profitable only when the price of carbon moves beyond $15 per ton of carbon dioxide (or similar emissions) offset. Currently, there are only two markets in the world where that threshold has been reached — the California market and Europe, according to Saez-Gil.

For Pachama’s founder, forest preservation and reforestation projects can have outsized benefits. “There are only 500 forest projects that are certified today… we need tens of thousands,” says Saez-Gil. “There are one billion hectares on the planet available for reforestation without competing with agriculture.”

The restoration of native forests can contribute to replenishing global biodiversity, and captures more carbon than cultivating forests for industrial use, but both are better than destruction to grow row crops or support animal husbandry, Saez-Gil says.  

Pachama sources projects that are approved by existing certification bodies, but offers its customers monitoring and management services through access to satellite imagery and sensors that provide information on emissions and carbon capture on reforested land.

It’s a potential solution to the problem of deforestation that’s plaguing countries like Brazil. “The government in Brazil, they want to generate income for the country,” says Saez-Gil. If carbon markets paid as much as ranching, it would reduce the need for animal husbandry and plantation farming in Brazil, Indonesia or places like Peru. 

Today, most investments in reforestation projects are done through middlemen, which increases opacity and the chance that projects are being double-counted or sold, according to Saez-Gil. Pachama has a person who is contacting forest project developers so that they can list the projects independently. Then the company verifies the offsets with satellite imaging systems.

The company currently has 23 forest projects — three in the Amazon rain forest in Brazil and Peru and projects in the U.S. in California, Vermont, New Jersey, Connecticut and Maine .

Saez-Gil has high hopes for the future of carbon markets based on demand coming, in part, from new regulations like those imposed on the airline industry.

“Airlines will have to offset part of their emissions as part of CORSIA,”  says Saez-gil. That’s an offset of 160 million tons of emission per year. “There is all this demand coming for different offsets for different  markets that will make the price go up.”

Pitch the wrong reporter or publication, and your story won’t see the light of day.

Before you start seeking press, you’ll need to look for reporters who have reach, respect and expertise when you choose who to talk to. You’ll also need to be prepared to accept the truth about your business, even if it hurts. It’s critical that you find a writer who’s a good fit for the business you’re building and the audience you’re seeking.

If you don’t use a strategic approach when reaching out to journalists, you’ll get few responses, fewer meetings, and articles that either misrepresent you, shortchange you, or blow up in your face. The goal isn’t just to secure positive coverage, because no one will believe it; startups are tough. There are challenges and setbacks and scary looming questions. But an honest article from a respected voice with a big enough audience can legitimize a business as it tries to turn vision into impact.

Here we’ll discuss how to find the publication and reporter who understands you and can tell the story that aligns with your objectives. In part one of this series, we detailed why you should (or shouldn’t) want press coverage and how to know what’s newsworthy enough to pitch.

In future ExtraCrunch posts, I’ll explore how to hire PR help, formulate a pitch, deliver it to reporters, prepare for interviews and conduct an announcement. If you have more questions or ideas for ExtraCrunch posts, feel free to reach out to me via Twitter or elsewhere.

Why should you believe me? I’m editor-at-large for TechCrunch, where I’ve written 4,000 articles about early-stage startups and tech giants. For 10 years, I’ve reviewed startup pitches via email and Twitter, at demo days for accelerators like Y Combinator and on stage as a judge of startup competitions. From warm introductions to cold calls, I’ve seen what gets reporters’ attention and why stories become enduring narratives supporting companies as they grow.

Deciding which publications to target

Which publications do you currently read and respect?

Starting here ensures that you’re approaching PR from a place of knowledge with personal context rather than going by what someone else tells you. But you also have to consider which publications appeal in that way to your target demographic. For example, if you’re aiming to reach teens, parents, or Chief Information Officers, you’ll have very different target publications.

If you appeal to a niche audience aligned with a specific publication, you can definitely score some leads and installs, priming the pump so when users hear about you again, they already have a positive association for your brand. You can score SEO to help your get discovered when people search for keywords related to your business, but if you’re looking for user growth or SEO, be sure to work with a publication that links to the websites and apps they write about, as many don’t. But if you’re hoping for ‘the servers are on fire we’ve got so much traffic’ attention, you need to first build network effects and viral loops directly into your product.

Once you identify a realistic objective for gaining press coverage, you can figure out which reporters and outlets will best help you achieve your goals.

Typically, you’ll aim to work with more prestigious publications and writers first, as they can inspire other outlets to write up follow-on coverage. It rarely works the other way around, since top publishers want to be seen as first to a story and forging trends rather than following them with late coverage. These outlets often have greater reach in terms of home page traffic, social following, SEO and shareability.

The exception to this strategy: if there’s a specific writer at a less-prestigious publisher who’s renowned as the expert in your space whose word has more weight, or if that publication better aligns with your overall goals. For example, you might want to work with a transportation expert like Kirsten Korosec if you’re an electric car company, or a publication focused on startups like TechCrunch if you’re trying to stoke fundraising. If you’re a more general mainstream consumer business or are seeking maximum growth, you might instead choose a popular national newspaper with a big circulation.

Who should tell your story?

After you’ve set goals and have an idea regarding the kind of publication or journalist you want to work with, it’s time to build a ranked list of specific reporters. Here, expertise is key.

Trussle, the online mortgage broker backed by the likes of Goldman Sachs, LocalGlobe, Finch Capital and Seedcamp, has lost its founding CEO.

Ishaan Malhi, who co-founded the fintech startup five years ago, has resigned with “immediate effect,” according to a rather brief press release issued by Trussle this morning.

The company is now searching for Malhi’s replacement and in the interim says it will be led by Chairman Simon Williams and others in the senior leadership team. “Williams will be supported by co-founder Jonathan Galore who helped establish Trussle in 2015 and remains closely involved in the business,” reads the press release.

Williams joined Trussle’s board in April 2019, and has had a long stint in financial services. He spent nine years at Citigroup, heading up its International Retail Bank, and more recently served as head of HSBC’s Wealth Management group until 2014.

Meanwhile, the departure of Malhi seems rather abrupt, not least as he doesn’t appear to be involved in the recruitment of his successor. As well as resigning from the role of CEO, the Trussle co-founder has resigned from the startup’s board.

Trussle itself declined to provide further detail, with a spokesperson for the company advising that any questions with regards to why Malhi has resigned should be put to him. I pinged Malhi for comment but he declined to take my call having committed to spending the day with family.

However, he did give a statement to The Telegraph newspaper, telling reporter James Cook: “it was my decision to step down.”

More broadly, the story appears to be being spun as a young first-time founder growing a business to a size where more experienced leadership is needed to take it to the next stage. And it’s certainly true that the company has been staffing up in recent months, growing to 120 staff members (as of late November 2019) and bolstering the leadership team.

Along with Williams, Trussle announced in November that it had recruited ex-Wallaby Financial co-founder Todd Zino as CTO, and ex-head of Zoopla content strategy Sebastian Anthony as head of Organic Growth and Product Manager.

At the time of the announcement, Malhi said in a statement that “culture remains to be our competitive advantage” — a culture that has since seen its founding CEO depart abruptly before a replacement has been found.

Although, as one person with inside knowledge of Malhi’s departure framed it, Trussle has been attempting to diversify the startup’s leadership team for a while now and make the company “less of a one-man show.”

What’s also clear is that the online mortgage broker space is a tough one and pretty capital-intensive due to high customer acquisition costs compared to traditional brokers where cross-selling is the norm but cost of operations is greater and less scalable. The promise of the online broker model is that once scale is achieved, lower operational costs will start to offset those higher and fiercely competitive acquisition costs.

In other words, a classic venture/digitisation bet, but one that is yet to pan out definitively.

As another reference point, one source tells me that Trussle is projected to make a £10 million loss in 2019 based on £2 million in revenue. I also understand from sources that the startup recently closed an internal funding round from existing investors — separate from its £13.6 million Series B in May 2018, and that its backers remain bullish. As always, watch this space.

Indian tech startups secured nearly $14 billion in 2019, more than they have raised in any other year. This is a major rebound since 2016, when startups in the nation had bagged just $4.3 billion.

But even as more VC funds — many with bigger checks — arrive in India, the financial performance of startups remains a cause for concern.

Whether it’s mobile payments or education learning apps, each startup today faces dozens of competitors in their category. Many of these sectors, such as social commerce and digital bookkeeping, are just beginning to see traction in India, which has resulted in investors backing a large number of similar players.

This has meant more marketing spends; to create awareness among consumers (or merchants) and stand out in a crowd, many firms are heavily marketing their services and offering lofty cashbacks to win users.

What is especially troublesome for startups is that there is no clear path for how they would ever generate big profits. Silicon Valley companies, for instance, have entered and expanded into India in recent years, investing billions of dollars in local operations, but yet, India has yet to make any substantial contribution to their bottom lines.

If that wasn’t challenging enough, many Indian startups compete directly with Silicon Valley giants, which while impressive, is an expensive endeavor.

How expensive? Here’s an exhaustive look at the financial performance of several notable startups and major firms in India as disclosed by them to local regulators in recent weeks. These are Financial Year 2019 figures, which ended on March 31, 2019. Some of the filings were provided to TechCrunch by business intelligence platform Tofler.

Flipkart

Flipkart, which sold a majority stake to Walmart for $16 billion last year, posted a consolidated revenue of $6.11 billion for the financial year that ended in March. Its revenue is up 42% since last year, and its loss, at $2.4 billion, represents a 64% improvement during the same period. The ecommerce giant this year has expanded into many new categories, including food retail.

BigBasket

BigBasket delivers groceries and perishables across India and became a unicorn this year after it raised a $150M Series F led by Mirae Asset-Naver Asia Growth Fund, the U.K.’s CDC Group and Alibaba. The startup posted revenue of $386 million, up from $221 million last year. Its loss, however, more than doubled to $80 million from $38 million during the same period.

Grofers

BigBasket rival Grofers, which raised $200 million in a financing round led by SoftBank Vision Fund, reported $62.6 million on revenue of $169 million. The company’s chief executive and co-founder, Albinder Dhindsa, has said that the startup is on track to sell goods worth $699 million by the end of FY 2020.

MilkBasket

Milkbasket, a micro-delivery startup that allows users to order daily supplies, reported revenue of $11.8 million, up from $4 million last year. During this period, its loss widened to $1.3 million, from $130,000 last year.

Lenskart

Lenskart is an omni-channel retailer for eyewear products. Earlier this month, it raised $275 million this month from SoftBank Vision Fund. It posted a revenue of $68 million — and its loss shrank from $16.5 million to $3.8 million in one year.

Rivigo

Rivigo, a five-year-old startup that is attempting to build a more reliable and safer logistics network, raised $65 million in July this year. Its revenue increased 42% to $143.8 million while its loss also increased to $83 million.

Delhivery

SoftBank-backed logistics firm Delhivery, which raised $413 million earlier this year from SoftBank and others, said its revenue has grown 58% to $237 million since FY18, while its loss has almost tripled to $249 million.

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Loft may have better product market fit in Brazil than Opendoor does in the U.S. And now the São Paulo-based property tech company has growth funding to prove it.

Andreessen Horowitz is doubling down on its first Brazil investment with Loft, a two-year-old real estate marketplace. The $175 million Series C was co-led by Vulcan Capital. 

In the U.S., sites like Opendoor give us visibility into how much your house or properties you’re interested in are worth. That transparency doesn’t exist in Latin America. 

Loft founder and co-CEO Mate Pencz describes the residential real estate market in Latin America as a $6 trillion opportunity. As it exists now, lack of data transparency around property listings results in low-quality listings, disproportionately high asking prices and prolonged selling times. This creates a painful experience for buyers, sellers and brokers. The market is locked up, but Loft thinks it can create transparency and liquidity with open data sets for property value. 

Loft has been supported by some pretty big Silicon Valley names since its genesis in 2018. Loft raised equity capital from angel investors such as Max Levchin of PayPal, Joe Lonsdale of Palantir, Opendoor founder Eric Wu, Mike Krieger of Instagram, David Vélez of Nubank and Josh Kushner of Thrive Capital, whom Pencz met during undergrad studies at Harvard. It helped that Loft was not Pencz’s first entrepreneurial rodeo — the founder started web-printing company Printi, which exited to Vistaprint in 2014 for a $25 million stake. 

Growth-stage funding will enable Loft to scale

Pencz says they’ve transacted on 1,000 properties in their key market of São Paulo, and plans to tackle new cities with the “Uber growth model” of replicating the same service in new cities, like Mexico City. Loft is currently operative in Brazil, and has big plans for Mexico in 2020. Penzc has poached the Latin American head of Uber Eats, Juan Pablo Ramos, to launch Loft’s services in Mexico City within the next two to four months. As Loft mobilizes in Mexico, this could mean trouble for Flat, an existing Opendoor clone in Mexico, which will now fight for market share against a heavily funded competitor. 

When it comes to marketing, Loft isn’t thinking about Facebook or SEO performance advertising. Pencz sees more value in physically integrating the Loft brand into the fabric of new neighborhoods through festival sponsorships and community events, while leveraging broker channels. “Partnering with brokers and being perceived as a positive brand with a high NPS are the two key pillars of Loft’s expansion strategy,” says Pencz. 

The founders began by physically measuring buildings and making estimates about how much houses and apartments were worth. The founders didn’t stop there — they envision the future of Loft as a one-stop shop with services like renovations, property financing for mortgages and insurance through banks. The company wants to completely upend real estate in Latin America, and those big ambitions have piqued investor interest. 

Andreessen Horowitz and Vulcan Capital co-led the Series C, with participation from QED Investors, Fifth Wall Ventures, Thrive Capital, Valor Capital and Monashees.

So, what is a16z’s Latin America strategy?

Andreessen Horowitz general partner Alex Rampell notes that while Loft marked the firm’s entry into Brazil, the fund has been active in Latin America for a few years: a16z invested in Colombia’s delivery unicorn Rappi, Uruguayan restaurant management platform Meitre and Colombian point of sale lender ADDI. And, a16z joined in Loft’s $70 million Series B that closed in March 2019.

Rampell, who previously invested in Opendoor and sits on the board of TransferWise, says that a16z doesn’t really have an investment strategy when it comes to Latin America. Instead, the idea with Loft was that while the iBuyer Opendoor for transactional multiple listing services isn’t by any means a proprietary business model, it may work better in a country like Brazil — where buyers and sellers are slowed down by bureaucratic policies and lack of fair market value data — than in the U.S. To put it simply, Loft has better product market fit in Brazil than Opendoor does in the U.S. 

Rampell references the U.S.’s Groupon and Korea’s Coupang for comparison. The Groupon model blew up in Asia as Coupang’s valuation reached $9 billion. Groupon rose fast and fell hard, and now its founders are on to their next entrepreneurial ventures. 

“There’s a lot of value in multiple listings services, and the opportunity might be better for a market like Brazil, especially if you back the right entrepreneurs — because that’s all that really matters in the end,” says Rampell. 

Loft monetizes through the sale of properties and ancillary products. Cuts from referral and partnership fees from banks or insurance companies will continue to help Loft monetize, in addition to the $275 million in capital it has raised during its two short years in existence. 

Pencz declined to comment on Loft’s valuation.

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Mobility mavericks, get ready to strut your stuff at TC Sessions: Mobility 2020 on May 14. Don’t miss our second annual day-long conference devoted to technologies that move people and parcels around the world in new, exciting ways.

More than 1,000 of the industry’s mightiest minds, makers, innovators and investors will converge in San Jose for a mobile mind meld. That spells opportunity for early-stage mobility startup founders. Buy an Early-Stage Startup Exhibitor Package and plant your company in front of the influencers who can drive your mobility dreams to the next level.

Whether you’re racing to perfect autonomous vehicles or flying cars, developing AI-based applications, focused on improving battery technology — or you want to recruit a few brilliant engineers — exhibiting at TC Sessions: Mobility offers invaluable exposure and opportunity.

Your exhibitor package includes a 30-inch high-boy table, power, linen and signage. Even better — it includes four tickets to the event. That’s four times the networking power. And it gives you time to take in some of the show’s many panel discussions, fireside chats and workshops.

Because, of course, the day will be loaded with top-notch speakers who, along with TC editors, will discuss the opportunities and challenges — social, economic and regulatory — that come from creating new mobile paradigms.

We’re building our slate of speakers for this year’s event, and we’ll be announcing them on a rolling basis in the coming months. Know someone who should be onstage at this event? You can nominate a speaker here. In the meantime, here are just a couple of examples of what went down at last year’s Session.

Alisyn Malek, co-founder and COO of May Mobility, an autonomous transportation startup, talked about making transportation easier and accessible for everyone, and Jesse Levinson, Zoox CTO and co-founder, shared specifics on the company’s autonomous vehicle hardware design.

And here are just a few more of the speakers who graced the TC Sessions: Mobility 2019 stage:

You get the idea. And you can expect more high-caliber technologists, policy makers and investors to be in the house when TC Sessions: Mobility takes place May 14, 2020.

Plenty of reason to attend — and even more reason to exhibit. But don’t wait. Exhibition space is limited, and so are the number of packages available. Reserve your demo table here, and get ready to move your early-stage mobility startup in a whole new direction.

Is your company interested in sponsoring or exhibiting at TC Sessions: Mobility 2020? Contact our sponsorship sales team by filling out this form.

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CES is a magical place full of gizmos, gadgets and communicable diseases.

TechCrunch is hosting another pitch-off event this year. Called Pitch Night, select early-stage companies will take the stage and have 60 seconds to present their wares to TechCrunch editorial and industry experts.

This event is free. Obtain a ticket here. Want to pitch at the event? Apply below.

This Vegas Pitch Night isn’t a polished show with massive screens, celebrity guests and life-changing cash prizes. This event is quick and efficient, held in a co-working event space outside of downtown Vegas. There will be coolers of beer, sodas and whatever snacks we can find at a 7-11.

We’ve held these events for years and they’re among our favorite to host. There are countless startups in town for CES and we just want to hang out away from the noise of the Vegas strip.

Space is very limited. Register as soon as possible.

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