"We're here for the founders and the little guys," Alfredo Arvide says about his new venture that's redefining marketing for small businesses and startups. Photo courtesy of MAP360

A new Houston organization is working to redefine the way startups set up their marketing strategy — focusing on specific projects tailored to the client's goals at a significantly cheaper price than a normal marketing agency.

MAP360, also known as The Marketing Acceleration Program, is collaborating one-on-one with clients to learn their particular needs and goals for individual projects. Unlike traditional marketing agencies, they do not work on retainer, instead they focus on small contracts to increase efficiency and affordability for startups and small businesses.

"There is a great opportunity in Houston with the accelerating innovation ecosystem," says Alfredo Arvide, CEO and co-founder. "When my co-founder and I were brainstorming ideas, we saw the need for a marketing program tailored specifically for startups or small businesses."

Arvide's new marketing acceleration program has always been one of his goals as a budding entrepreneur, previously founding Pushr an app that manages multiple social profiles across all platforms. However, it was his layoff from Accenture last month, a result of the ongoing impact of coronavirus on the economy, that spurred him into action with his business partner, Jacqueline Levine, who has taken on the role of chief marketing officer.

The two have combined decades of experience in the marketing world — most recently Arvide was the prototyping center director within the Houston Accenture Innovation Hub.

"Usually in a startup, the entrepreneur wears a lot of different hats," says Arvide. "They have the responsibility to market the business and manage financials, this is a lot of pressure. We wanted to provide a different sphere of the marketing spectrum at an affordable price."

MAP360 touts a 50 percent or fewer costs of an agency with the same agency-quality talent. The services they offer range from branding, storytelling, design, to consulting. They also offer tiers or packages aimed for startups, funded or growing businesses, and established businesses. Each package has a different time frame and helps the client's marketing goals with the most efficiency.

For example, a startup has a need for pitch materials and setting up basic brand guidelines, unlike a growing client who perhaps needs a marketing distribution plan or social media engagement plan more urgently.

"We are able to focus on affordability and the needs of our clients because of our strategic nature," says Arvide. "We are going to provide our clients with campaigns that are very specific to their audience while providing them a plan and metrics for success."

MAP360 strategy of upfront costs and marketing plans cut to size added another benefit for clients' bang for their buck with their proprietary approach to data. The psychographic data allows businesses to measure and meet their target metrics using a profile of their customer's interests and values.

"We use a partner firm that uses demographic and psychographic data," says Arvide. "Then we can analyze the firm's target audience at the highest probability. We are not casting a huge net, rather fishing for the very specific fish willing to bite."

A startup itself, MAP360 has its own plans and metrics for its own success, aiming to add 10 to 15 new clients before the end of the year and expect that figure to double in the next year to 20 to 30 clients. They also plan to use local marketing professionals and freelancers to expand their pool of specialists.

"We're here for the founders and the little guys," says Arvide. "We want to help them be better and partner with local talent to make Houston first in the innovation sphere."

Houston's density is possibly its biggest challenge when it comes to developing its innovation ecosystem, says a Houston expert. Getty Images

Houston needs to overcome its lack of density to continue to develop as an innovation ecosystem, says expert

Guest column

From the front porch of Houston, Texas, we solve some of humanity's hardest challenges. We're the ones who put humans on the Moon and rovers on Mars, go subsea in search of hydrocarbons, and are discovering a cure for cancer. We solve complex challenges, because of a characteristic seemingly embedded deep within our DNA — we are all explorers of the unknown.

Today, a new challenge is rallying our attention, inspiring us to push the boundaries yet again. And, that's the hard challenge of population density. Houston is fourth in population in the country, and yet 89th in the number of people per unit of area.

Why is this an issue, one might ask? Houston, like many other cities around the world, is racing to become a hub for innovation, a critical catalyst fueling the next generation of growth and economic prosperity. And, density is a key component of innovation — it brings divergent mindsets together to look at challenges from multiple perspectives and creates an environment that brings big bold ideas to life.

However, the nature of our geography has created silos that are not easily broken down and separates us by industries, communities, interests, mindsets, and access to transportation, among other things.

But, let's not underestimate our true spirit — and our ability to explore the unexpected, push the boundaries and tackle the challenges the world throws at us.

If I learned anything from living here my entire life, Houston has grit, imagination, and motivation and knows what it means to be a trailblazer. Houston is the most diverse city in the United States. Our culinary landscape is constantly pushing the boundaries of creativity and imagination. Local graffiti and modern art installations are reshaping the visual identity of our community. Our sports and performing arts "rockstars" consistently deliver real-time experiential immersion.

We need to recognize and embrace how these colors of Houston connect us all regardless of our geographic silos and push innovation forward. Said another way, we have all the colors; we just need to converge and paint the canvas together.

True to our nature, some of our Houstonian friends have begun chipping away at this challenge already. Central Houston is attracting world-renowned incubators and accelerators like MassChallenge and Gener8tor — and this scene alone is ever-expanding. The Cannon, The Ion, Impact Hub, Launchpad, Headquarters, and other players are creating environments that bring people together and meet the needs of an ever-evolving workforce through experiential community. We even have a dedicated publication for all things innovation — Innovation Map — sharing resources across our vast city and ensuring no great story is left untold.

Our rich diversity means we have access to human beings from a multitude of backgrounds, which in itself is a force to be reckoned with. By interacting with a variety of human beings, we become more empathetic, understanding, and celebratory of new ideas. This is fundamental to continuous innovation — how we interact and approach challenges, engage in new experiences, and become an inspirational leader in life and work. So, break down the silos and access the diversity of thinking that's already outside the door.

At the same time, the challenge of density must be tackled not only physically but also digitally. By converging the physical and digital ecosystem through a neural network, we can intelligently connect the activity with centralized access to start-ups, corporations, nonprofits, free-lancers, incubators, accelerators, maker-spaces, academia, local influencers, and public partners. Digitally bridging all of us can make one of the largest and most spread-out cities in the U.S. feel like a small Texas town with big ideas and an ever-stronger dimension of inclusivity.

So, join the movement, strike up a conversation, grab your metaphorical spray paint and converge with all the vibrant colors of Houston as we energize the future of humanity, navigate to Mars and back safely, and annihilate the existence of cancer.

As Steve Jobs said: "The people who are crazy enough to think that they can change the world, are the ones who do." Are we ready?

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Brad Rossacci is creative director at Accenture's Innovation Hub in Houston.

For the first time, Accenture hosted its HealthTech Innovation Challenge finals at the Texas Medical Center's Innovation Institute. Photo courtesy of Accenture

2 startups win big at Accenture's ​Houston-based health tech competition

winner, winner

Two health tech companies walked away from Accenture's HealthTech Innovation Challenge with awards. Regionals took place in Boston and San Francisco, and Houston was selected to host the finals last week.

New York-based Capital Rx was selected as the 2020 Innovation Champion of the Accenture HealthTech Innovation Challenge, and Minneapolis-based Carrot Health was given the second-place award for Top Innovator. The program, which was first launched in 2016, aims to pair startups with health organizations to drive innovative solutions to real challenges in health care.

"The submissions we received this year demonstrate the momentum of discovery and digital innovation in healthcare," says Brian Kalis, managing director of digital health and innovation at Accenture, in a news release. "Healthcare organizations continue to advance their digital transformation agendas — enhancing access, affordability, quality and experience to drive innovation that improves the lives of consumers and clinicians. We look forward to working with these companies and others to continue to help advance solutions that address the industry's toughest challenges."

Capital Rx, a pharmacy benefit manager, won for its product, the Clearinghouse ModelSM, which connects pharmacies and employers for a more efficient and transparent way to coordinate prescriptions.

"Receiving the designation as Innovation Champion is a validation of our mission to change the way drugs are priced and administered, and it represents the broad support across the country to transform the antiquated and opaque pricing model for prescription drugs," says AJ Loiacono, CEO of Capital Rx, in the release.

Carrot Health, which took second place, has created algorithms to use consumer data analytics to predict and determine health issues. Its MarketView platform weighs in factors including social, economic, behavior, and environmental information.

"It's been a great opportunity to be with Accenture and a broad spectrum of health care players," says Kurt Waltenbaugh, CEO and founder of Carrot Health, in the release. "Being recognized as the Top Innovator will help us expand our footprint toward our goal to change health and serve every person in the U.S."

A total of 11 finalists pitched in Houston at TMCx on Feb, 6. The other finalists included: San Francisco-based Cleo, Boston-based DynamiCare Health, San Francisco-based InsightRX, United Kingdom-based Lantum, Washington, D.C.-based Mira, Denver-based Orderly Health, New York City-based Paloma Health, St. Louis-based TCARE, and Seattle-based Xealth.

It was the first time the challenge was hosted at the Texas Medical Center, and William F. McKeon, TMC president and CEO, took the stage at the event to share the medical city's vision for the future.

"The opportunity to host the HealthTech Innovation Challenge in Houston for the first time re-enforces our city's prominent and ever-expanding designation as a major hub for healthcare innovation nationwide," McKeon says in the release. "As Texas Medical Center heads into a new era of collaborative healthcare research on our forthcoming TMC3 campus, we look forward to maintaining a fruitful long-term partnership with Accenture."

This week's innovators to know are focused on using artificial intelligence in data management, banking for startups, and 5G awareness in Houston. Courtesy photos

3 Houston innovators to know this week

Who's who

This year, Houston's innovation ecosystem is set to change tenfold — from the rise of 5G to burgeoning startup and entrepreneurial hubs emerging across town.

Today's featured innovators know a bit about these movements — from an entrepreneur using artificial intelligence in data management for his clients to a banking exec who went all-in on startups.

Tony Nash, founder and CEO of Complete Intelligence

tony nash

Courtesy of Complete Intelligence

Every company wishes they have a crystal ball when it comes to making business decisions, and while a physical iteration of that wish isn't possible, Tony Nash has developed the next best thing for his clients at his startup, Complete Intelligence.

Founded in 2015, Complete Intelligence is an AI platform that forecasts assets and allows evaluation of currencies, commodities, equity indices and economics. The Woodlands-based company also does advanced procurement and revenue for corporate clients.

"We've spent a couple years building this," says Nash in a recent InnovationMap interview. "We have a platform that is helping clients with planning, finance, procurement and sales and a host of other things. ... We built a model of the global economy and transactions across the global economy, so it's a very large, very detailed artificial intelligence platform." Read more.

Brian Richards, Houston innovation hub director at Accenture and board member at Houston Exponential

brian richards

Courtesy of Accenture

The rise of 5G in Houston feels familiar to Brian Richards. He writes in a recent guest column that the development of the technology is similar to the moment in Houston's history when NASA landed a man on the moon.

There are a few similarities Richards expresses in his article, as well as providing more information about 5G itself, but the undeniable fact is 5G will create a lasting impact in Houston.

"Above all, as Houston continues to race toward building a world-class innovation ecosystem and a sustainable, thriving economy, we simply can't take our foot off the gas in the 5G race — much like the moon race," he writes. "It's an imperative that the region continue to lead in 5G network adoption and that our local industries and businesses envision, plan and develop new ways of working." Read more.

Jimmy Allen, executive vice president and chief operating officer of Texas Citizens Bank

jimmy allen

Courtesy of Texas Citizens Bank

It's become a bit of a trend to see banks taking a bet on startups — Capital One, for instance, has even entered the coworking industry itself. And one Houston-area bank has become an early adopter of this trend locally.

Jimmy Allen, executive vice president and chief operating officer of Texas Citizens Bank, says the bank's new 3,900-square-foot location — its seventh branch in the Houston area — fits perfectly within The Cannon's 120,000-square-foot building in West Houston, which Texas Citizens helped build. The branch opened in December 2019; the grand opening is planned for January 2020.

"Owner-operated businesses are both the genesis of our business model and [a] key customer segment served," says Allen, who was named to his position in November. "A subset of that group certainly includes young, relatively new companies, which favor the current trend in coworking or live-work-play communities." Read more.

No one knows the full scope of what 5G will bring, but there's no better time than now to brace for, and embrace, the possibilities of 5G. Getty Images

Here’s why you should pay attention to 5G in Houston

Guest column

Fifty years after Houston launched mankind to the moon, there's been a flurry of news about Houston launching 5G with claims of revolutionizing communication. However, some Houstonians are probably wondering — "why should I need faster internet to watch another YouTube video?" And, they're not alone. The truth is there are many questions unanswered around 5G — rightly so, because, similar to the moon-landing, its impact is more about what it will help create.

But, now is a good time to look ahead. As we ring in the New Year, I'd like to take a moment to review what 5G is, how the rollout is going, and importantly, why it matters to Houston and its future.

What's 5G again?

5G is the next generation of wireless technology after 4G (shocking, I know). Because 5G networks rely on much smaller and more closely-deployed antennae that can be fixed to existing physical structures (e.g. buildings, light poles) instead of traditional cell towers, signals can be carried faster and more reliably. It doesn't just mean faster streaming for your binge-worthy shows; it means better business opportunities. Nearly four in five (79 percent) Houston business executives agree that 5G will revolutionize their industry by offering new ways to provide products and services, according to Accenture's 2019 Technology Vision report.

Some of the winning characteristics of 5G include:

  • Speed: 5G is set to be much faster than previous generation networks, up to 100 times faster than existing 4G networks, offering speeds up to 10 gigabits per second.
  • Latency: We'll see much less delay or lag. To put it into perspective, 4G networks latency is typically around 40-50 milliseconds. With 5G, it should be one millisecond or less, going undetectable to the user.
  • Capacity: 5G has greater capacity, meaning networks will be able to cope better with many high-demand applications at once — from connected cars and augmented reality experiences and simultaneous HD video streaming.
  • Reliability: 5G is also expected to be ultra-reliable, allowing more critical use cases such as emergency responses and industrial applications.

How's it going?

2019 saw continued progress on 5G. All the four major U.S. mobile service providers have deployed 5G commercially in Houston, making it one of the leading U.S. cities when it comes to 5G deployment.

2020 will be a building block, and we're sure to see advancement across three key areas: networks, devices and experiences. These aspects are the three legs of the 5G stool and grow interdependently. For example, the network build-out will accelerate adoptions of devices and 5G-enabled experiences. In turn, demand for new, enhanced 5G-powered experiences will drive more network deployment and device purchases this year and beyond. There are also perceived barriers to adoption among business leaders, including the upfront investment, security, and employee buy-in, which will need to continue to be addressed.

Why should Houston care?

To begin, possibilities are countless for virtually all key Houston industries, including the energy sector, from transporting a technician to an oil rig via virtual reality or overseeing pipeline repairs remotely, to handling hazardous chemicals safely without direct human contact.

Another area 5G can be applied would be for smart vehicles, connected roads and other municipal infrastructure. It is estimated that smart city applications (which Houston is starting to make some real progress around) made possible by 5G networks could create three million new jobs and contribute $500 billion to U.S. GDP over the next seven years, while helping citizen lives be safer and more convenient.

Above all, as Houston continues to race toward building a world-class innovation ecosystem and a sustainable, thriving economy, we simply can't take our foot off the gas in the 5G race — much like the moon race. It's an imperative that the region continue to lead in 5G network adoption and that our local industries and businesses envision, plan and develop new ways of working.


When Henry Ford invented the automobile for the masses, he could not have foreseen how it would catalyze tourism, retail consumption, labor mobility or urbanization. Likewise, no one knows the full scope of what 5G will bring, but there's no better time than now to brace for, and embrace, the possibilities of 5G.

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Brian Richards is the Houston innovation hub director at Accenture and board member at Houston Exponential.

From the rise of freelancers to Houston's data-driven future, here's what the Bayou City can expect to see when it comes to the future of the workforce. Pexels

Overheard: Experts weigh in on the future of the workforce in Houston

Eavesdropping in Houston

As the new decade approaches, there are a lot of questions about the future of the workforce in Houston. Will automation revolutionize jobs? Is technology evolving too quickly for training and education to keep up? And, can corporations adapt their work environments to account for the rise in freelancers?

At the launch of Houston's new General Assembly location, a panel of Houstonians moderated by Joey Sanchez of Houston Exponential addressed these questions and more earlier this month. The global digital skill development organization will launch a three-month software engineering program in January along with workshops and introductory courses before rolling out other part- and full-time courses in 2020.

One of the big focuses of GA is increasing accessibility for these programs, and the organization will have several options for courses, including some that will be available online.

"People are getting left behind, and I think that's one of the things GA has put a lot of pride behind as we've gone into new markets is just increasing the diversity and accessibility into these opportunities," Eric Partlow, says regional director at General Assembly in Texas.

From the rise of freelancers to Houston's data-driven future, here's what the Bayou City can expect to see when it comes to the future of the workforce.

“Automation can be scary, and it can automate a plethora of repetitive tasks, but that frees people up to create new jobs that require more critical thinking and creativity.”

Grace Rodriguez, CEO and executive director of Impact Hub Houston. Rodriguez gives the example of how automation affected the banking industry. As ATMs were installed, it made it easier and cheaper for banks to open more branches, which ultimately led to hiring more tellers. "Rather than be afraid of automation, we should see it as augmentation," Rodriguez says.

“We have more access to data than we’ve ever had, and we still are trying to figure out what to do with it, and we don’t know yet. I think Houston’s set up to do a lot of really special things.”

Eric Partlow, regional director at General Assembly in Texas. When asked about the future of the workforce in Houston, Partlow says it's all about the data. Partlow also wants to set up GA so that its providing the right education for Houston jobs — every market is different, he says. "If we're not teaching what businesses here are needing, then we need to pivot to adjust that."

“We’ve been working in the background to help make Houston a hub for serious gaming."

Chad Modad, chief technology officer of Accenture's Houston Innovation Hub. Modad explains that serious gaming is taking the engaging aspects of mobile design and video games and applying this technology — along with AI and machine learning — into the things you have to do everyday at work. "We'll always be a hub for industrial enterprises, so applying this across that spectrum of problems, that's where I think we're headed," Modad says.

“The more I get into the democratization of work, the more I get really excited about the possibility of the future and where we can go.”

Steve Rader, deputy director for the Center of Excellence for Collaborative Innovation at NASA. When asked about what he wants to see in Houston, Rader advocated for the city to be a more welcoming environment for freelance workers, since more and more people are leaving the corporate structure for these types of positions. Houston can set itself up to be a great ecosystem for this, Rader says.

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Houston innovator joins VC world to increase her social impact

Q&A

Kelly Avant didn't exactly pave a linear career path for herself. After majoring in gender studies, volunteering in the Peace Corps, and even attending law school — she identified a way to make a bigger impact: venture capital.

"VC is an awesome way to shape the future in a more positive way because you literally get to wire money to the most innovative thinkers, who are building solutions to the world’s problems," Avant tells InnovationMap.

Avant joined the Mercury Fund team last year as an MBA associate before joining full time as investment associate. Now, after completing her MBA from Rice University this month, Avant tells InnovationMap why she's excited about this new career in investment in a Q&A.

InnovationMap: From law school and the peace corps, what drew you to start a career in the VC world?

Kelly Avant: I graduated from Rice University with an MBA, starting scouting for an investment firm in my first year, and by the summer after my first year I was essentially working full-time interning with Mercury. But, I like to tell people about my undergraduate degree in gender studies and rhetoric from a little ski college in Colorado. If you meet someone else in venture capital with a degree in gender studies, please connect us, but I think I might be the only one. I’ll spare you what I used to think — and say — about business students, but I have really come full circle.

I always thought I would work in a nonprofit space, but after serving in Cambodia with the Peace Corps, working for the National Domestic Violence Hotline, and briefly attending Emory Law School with the intention of becoming a civil rights lawyer.I found that time and time again the root of the problem was a lack of resources. The world’s problems were not going to be solved with my idealism alone.

The problem with operating as a nonprofit in a capitalism is you basically always pandering to the interests of the donors. The NFL was a key sponsor of The National Domestic Violence Hotline. The United States has a complicated, to put it lightly, relationship with Cambodia and Vietnam. It became pretty clear that the donor/nonprofit relationship was oftentimes putting the wrong party in the driver’s seat. I was, and still am, very interested in alternative financing for nonprofits. I became convinced that the most exciting businesses were building solutions to the world’s problems while also turning a profit, which allows them to survive to have a sustainable positive impact.

VC is an awesome way to shape the future in a more positive way because you literally get to wire money to the most innovative thinkers, who are building solutions to the world’s problems.

IM: What are some companies you’re excited about?

KA: There are a couple super interesting founders I’ve met directly engaging with . To name a few: CiviTech, DonateStock, and Polco.

I’m very proud to work on mercury investments like Houston’s own, Topl, which has built an extremely lightweight and energy efficient Blockchain that enables tracking of ethical supply chains from the initial interaction.
I’m also excited about mercury’s investment in Zirtue, which enables relationship based peer to peer lending to solve the massive problem of predatory payday loans.

We have so many awesome founders in our portfolio. The best part about working in VC is meeting passionate innovators every day. I get excited to go to work everyday and help them to build better solutions.

IM: Why are you so passionate about bringing diversity and inclusion into Mercury?

KA: I love working with exciting, highly capable, super smart people. That category includes so many people who have been historically excluded. As an investment team member at Mercury, I do have a voice, and I have an obligation to use that voice to speak highly of the best people in rooms of influence.

IM: With your new role, what are you most focused on?

KA: In my new role, I am identifying and researching high potential investments. We’re building out a Mercury educational series to lift the veil of VC. We want to facilitate a series that gives all founders the basic skills to pass VC due diligence and have the opportunity to build the next innovative companies. My goal is ultimately to produce the best returns possible for our investors, and we can’t accomplish that goal unless we’re building out resources to meet the best founders and help them grow.

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This conversation has been edited for brevity and clarity.

Houston college system plans to open $30M resiliency-focused center

to the rescue

Houston’s initiative to protect the city from catastrophes is getting a big boost from Houston Community College.

The college is developing the Resilience Center of Excellence to aid the city’s resilience campaign. At the heart of this project is the 65,000-square-foot, $30 million Resiliency Operations Center, which will be built on a five-acre site HCC’s Northeast campus. The complex is scheduled to open in 2024.

HCC estimates the operations center will train about 3,000 to 4,000 local first responders, including police officers and firefighters, during the first three years of operation. They’ll be instructed to prepare for, manage, and respond to weather, health and manmade hazards such as hurricanes, floods, fires, chemical spills, and winter freezes.

According to The Texas Tribune, the operations center will include flood-simulation features like a 39-foot-wide swift water rescue channel, a 15-foot-deep dive area, and a 100-foot-long “rocky gorge” of boulders.

The college says the first-in-the-nation Resilience Center of Excellence will enable residents, employers, civic organizations, neighborhoods, and small businesses to obtain education and certification aimed at improving resilience efforts.

“Our objective is to protect the well-being of our citizens and our communities and increase economic stability,” Cesar Maldonado, chancellor of HCC, said when the project was announced.

Among the programs under the Resiliency Center of Excellence umbrella will be non-credit courses focusing on public safety and rescue, disaster management, medical triage, and debris removal.

Meanwhile, the basic Resilience 101 program will be available to businesses and community organizations, and the emergency response program is geared toward individuals, families, and neighborhoods.

HCC’s initiative meshes with the City of Houston’s Resilient Houston, a strategy launched in 2020 that’s designed to protect Houston against disasters. As part of this strategy, the city has hired a chief resilience and sustainability officer, Priya Zachariah.

“Every action we take and investment we make should continue to improve our collective ability to withstand the unexpected shocks and disruptions when they arrive — from hurricanes to global pandemics, to extreme heat or extreme cold,” Mayor Sylvester Turner said last year. “The time is now to stop doing things the way we’ve always done them because the threats are too unpredictable.”

In an InnovationMap guest column published in February 2021, Richard Seline, co-founder of the Houston-based Resilience Innovation Hub, wrote that the focus of resilience initiatives should be pre-disaster risk mitigation.

“There is still work to be done from a legislative and governmental perspective, but more and more innovators — especially in Houston — are proving to be essential in creating a better future for the next historic disaster we will face,” Seline wrote.