Houston CEO talks augmented reality, diversity, how it will all play a role in the energy transition

Q&A

Stephanie Hertzog, CEO of Houston-based Sodexo, shares how she's embracing diversity and innovation within the energy industry. Photo courtesy of Sodexo

When Stephanie Hertzog first started her role as CEO of Houston-based Sodexo Energy & Resources North America in the fall of 2019, she was on the road every week visiting some of the facility management company's 100 million customers.

"I actually had a conversation with my assistant in early March, and said, 'Okay, our goal is that by April, I not be on the road every week. Let's try to get this to at least every other week,'" she recalls. Shortly after, the world changed, and by March 10 she halted all travel and was forced to lead her company to innovate in more ways than one.

"When we think about innovation, we often think about technology, but we've had to innovate so much in the last 12 months, in how we do everything," she says. "We've really asked a lot of our teams over the last year in regard to having to rethink how they do things and be innovative and adapt."

To Hertzog, it's this adaptation and innovation she's seen in the last year that will allow her industry to support an energy transition and, as she says, "preserve" beyond the pandemic and inevitable future downturns.

InnovationMap talked with Hertzog about the importance of adaptation in the energy industry, new technologies that Sodexo has implemented in that effort, and how a diverse workforce plays a role in all of it.

InnovationMap: Why is it important for the energy industry to continue to adapt and be innovative?

Stephanie Hertzog: Oftentimes, the energy industry gets viewed a bit as being old school. We, as an industry, have really embraced technology for decades now. And I really think that it's what's allowed us to continue to survive during all of the down cycles.

In today's age, where we have renewables growing their percentage of the market, and there's a lot of enhanced enthusiasm around carbon reduction efforts. And technology will be at the forefront of that energy transition. Technology is going to be a big part of how we continue to provide affordable energy for the foreseeable future.

IM: You're originally from the Houston area. How has it changed and what makes you excited for Houston's future?

SH: I'm most excited about Houston and most proud of Houston in that we've always been a very diverse and international city. I think a lot of that has been driven over the years by energy business, bringing in people from all over, but we also have a high immigrant population. And I think that diversity has really led us to be entrepreneurial. Thinking about innovation and technology, having that diversity of thought and opinion has helped us to continue to be a leader in that space over time. We've always been a large city ever since I was young, but we're continuing to grow. And we're seeing more and more people transplanting here from other parts of the country. And I think that's exciting to see us getting more diversity in our economy as well.

IM: Why is it important — from a business perspective — to have a diverse workforce?

SH: There's a lot of research on this topic. It's very clear that businesses that have more diverse leadership teams outperform those that don't, and so having diversity in the room leads people to ask different questions, to have more discussion and to have more questioning of the status quo.

IM: What has been the most impactful adaptation in your industry in recent years?

SH: It's really been embracing software technology. The mobile aspects of being able to get data on your phone has really allowed us to put in a lot of systems that have allowed us to, for example, better track tasks and make sure that things get done to optimize janitorial cleaning schedule. There's a lot of stuff that we used to do on paper at a site that we now do electronically, which allows us to compare site versus site and see not just how well can that site do, but how well is that site doing versus other sites. It's all about doing what we do really well and as efficiently as possible.

We have a recent innovation that we've been working on: augmented reality glasses that allow someone on an offshore platform, for example, to wear the glasses and someone back in Houston in an office tower to see what that person is seeing almost through their own eyes. That is an example being able to get things done faster. I don't have to physically travel someone to the platform, I can just be able to get them in real time. And so there are a lot of things like that. It opens up all new worlds.

IM: Why is augmented reality an especially useful tool in the energy industry? 

SH: We already discussed from an efficiency standpoint of being able to get the expertise on site without physically having to get out there. But another aspect of that is the safety element. We always try to keep as few people on site as possible, just because these environments inherently have some amount of safety precautions that we have to take. Some of the things are as simple as to be able to actually get out to an offshore platform, you have to have been helicopter trained. But also, Heaven forbid, something should happen on that platform you want the least amount of people out there as possible.

IM: Did the pandemic play any role in terms of expediting the adaptation of these technologies?

SH: Yes. We were looking for better ways to do anything remotely that we could. That was everything from these glasses to just straight up video conferencing. We normally do a safety walk in-person, but how can you do a safety walk remotely? So I think any opportunity, we had to try to enhance the experience of being there, but not being there — everything got escalated.

IM: In light of Women's History month, why is it important for the energy industry to focus on inclusion of women as it moves forward?

SH: I think the business case is the same as we discussed earlier: better outcomes, more success if we have diversity at all levels in the energy space. And it's really important in energy, because we've been bad at this. Particularly around the gender dynamic, if we look at the highest levels in the energy space, there's just not historically been a lot of representation of women there. We're starting to make some inroads, but we still have a long way to go. Part of it's been a pipeline issue. A lot of the leaders of energy businesses are engineers. Women are now coming out of undergraduate around 40 percent of chemical engineers, so we're getting we're getting close to having parity there – but overall engineering is still only 20 percent female. And from that first manager position and on up, there are big gaps where we lose women along the way.

We're not keeping up with the pace that we've been putting women into the business for a long time. Companies have got to make some real effort here. Certainly the year that the United States had around some of the racial divide, I think that's an important topic for us to be talking about. And we need to all be focusing on getting more of not only diversity, but inclusion as well. It's not just about hiring a diverse group, it's about making those people feel included when they get here and having them want to stay and be a part of our industry. From a Houston perspective, we continue to be a big part of the economy here. And so if we're not getting it right, then Houston's going to struggle.

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This conversation has been edited for brevity and clarity.
Now is the time to invest and embrace new technology or else you run the risk of being left behind. Photo via Getty Images

Expert: This is the difference AR can make in your business

guest column

In our most recent article, we spoke to how you can strategize your company's technology adoption. One of the methods mentioned was augmented reality, which is the overlaying of digitally created content on top of the real world. This allows the user to interact with both the real world and digital elements or augmentations.

Currently, the market is saturated with digital content and everyday businesses are trying to decipher new ways to stand out. Now, connecting with an audience must go above and beyond passive digital content and take an innovative, interactive approach.

That said, engaging technology and content should not be used solely to grab attention, but rather be implemented in a strategic way. Glitzy technology such as AR is an excellent way to pique an audience's initial interest, but the real challenge is not getting them to come, it's getting them to stay.

User tendencies

Augmented reality affords brands the opportunity to utilize unique technology in a way that attracts users and immerses them in an experience from start to finish that passive digital content cannot accomplish. To create this enticing experience, the first step is to understand user tendencies.

For example, some users prefer to watch content but not listen. With that in mind, it's important that your content is created and designed in a way that can be enjoyed without audio. Thinking through what type of user you are targeting will inspire efforts that resonate with them most.

The next key tendency to keep in mind is user patience. Consumers are constantly fed new content daily and are becoming desensitized to digital mediums, and in order to make a lasting impression a producer is tasked with creating an impactful moment within the first five seconds of the user's interaction. From there, this will most likely prompt the user to click, listen to the audio and experience the full content.

Lastly, having a clear explanation of what app is needed and how they can operate the technology is key to AR success.

Identifying the right audience

As mentioned, AR is a great tool that checks many boxes for companies. However, before you can begin checking those boxes, you must address what your needs are first. These goals will vary dependent upon the type of company — B2C or B2B.

B2B companies must keep in mind that their purchaser is most likely not the end technology user. For these strategies, technology will most likely be implemented by a sales team or another internal position. The process then begins by identifying their sales team's needs. From there, it's important to determine how much the sales group wants to drive the experience as opposed to their potential customer. Finally, a custom experience is created that the team can deploy. One example is developing AR technology for trade shows. In some instances, the product being sold is too large or complicated to physically bring to the event, and the inner workings might be too difficult to dismantle. This is where the power of AR can truly shine.

Through the use of innovative augmented reality technology, VISION was able to help Emerson, a valve manufacturing company, create a memorable and immersive exhibit experience that stood out amongst the many other vendors on the expo floor competing for the attention of Valve World attendees.

Augmented reality proved to be a powerful tool in garnering interest at the trade show, driving traffic to their booth and granting the sales team more time to make connections and less time explaining, what can be, a complex product.

B2C businesses who want to incorporate AR technology have different challenges that need to be considered. That challenge is the numerous variables that are presented outside of a controlled environment. For instance, B2B AR will most likely consist of a handful of trained sales team members driving the experience on one type of device. For B2C, the consumer is the end user and many factors can play a role into the quality of their experience. Some dynamics the team has to consider is lighting, type of device, and current mobile software updates.

Additionally, it's important to recognize age as a factor. Some generations are more tech literate than others, so the challenge becomes creating an experience that is not only intriguing but has inherent usability. For this reason, testing is a vital part of our process due to the B2C margin for error being much smaller as patience levels thinner. If the production procedure is rushed the likelihood that an AR experience is glitchy rises. Having a production team with the ability to strike the balance of strategy, creativity and functionality is key to making a memorable consumer impression.

The future of AR

With the cancelation of live events, many companies are utilizing this time as an opportunity to prepare for the digital transformation. Brands are turning their marketing dollars towards the development of new technology such as AR and thinking long term about the approach they want to utilize moving forward.

By investing their budget into technology now, these organizations have the ability to advance and progress into what will be the future of marketing in the digital age.

COVID-19 has propelled AR technology and has forced companies to think outside of their typical efforts and adopt new ways of connecting. A few years ago, AR was a slow-moving technology, and now, the advancements are happening rapidly. Now is the time to invest and embrace new technology or else you run the risk of being left behind.

As AR continues to grow in popularity, we look forward to pushing the boundaries and creating immersive ideas that not only shape a user's experience with technology but encourage companies to utilize new ways of connecting.

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Dan Pratt is the creative director at Houston-based Vision Production Group.
The majority of McCarthy Building Companies' projects now include some sort of virtual or augmented reality technology. Courtesy of McCarthy Building Companies

Houston-area construction team utilizes technology to solve problems

Reality real estate

In recent years, the construction industry has begun embraced advancements in reality technology like virtual reality and augmented reality. While it has yet to reach critical mass in the industry, several contracting companies in the Houston region like McCarthy Building Companies are embracing the technology and blazing the trail for the construction industry.

Chris Patton, virtual design and construction manager for McCarthy's southern region, says many construction companies are consistently looking for ways to improve processes and procedures through reality technology.

"We really saw the potential and use cases for [VR] really early on, and it was really just a matter of the hardware and the software catching up to being something usable, consumable, deployable and cost effective on our projects," Patton says. "We were sitting there waiting for it and ready to go when it was."

Patton says these visualization tools have changed the way contractors display projects and have helped the partners on these projects — such as the design team, building owner and subcontractors — make better informed decisions earlier, more quickly and sometimes at a cheaper price point.

Before AR and VR technology entered the construction industry, companies either had to work with two-dimensional construction drawings or build very expensive, three-dimensional models, or mock ups, of construction sites that allowed clients to physically walk through a building space to interact with its features. Patton says the entire mock-up building process used to cost roughly $1 million — depending on the project size.

However, now this costly and time-consuming process is a thing of the past, as construction companies have found a way to utilize AR and VR technology to bring clients into a computer-generated environment. By putting on an AR or VR helmet, clients can immerse themselves and engage in a virtual environment that shows them all of the project's details and allows them to move about a virtual construction site the same way they would in a 3D model.

McCarthy's Houston division began utilizing reality technology in early 2015, with some of its other markets integrating the technology into their practices in late 2014. Since then, the company's use of AR and VR technology has grown exponentially, Patton says.

"When we first started evaluating and looking at virtual reality and augmented reality, [we] might have [used it on] one or two projects a year, and that was probably three years ago," Patton says. "Today, I'd say almost 60-75 percent of our projects—at some point in design or construction — utilize virtual reality or augmented reality or a combination of both."

Although McCarthy has been around since 1864, the general contracting company made its Texas debut in Dallas in 1981. Since then McCarthy expanded to create a Houston office in 2011, building a portfolio of renowned Houston clients such as the Museum of Fine Arts, Houston, the Holocaust Museum Houston, Texas Children's Hospital as well as the recent completion of Houston ISD's Kinder High School for the Performing and Visual Arts.

A notable project McCarthy's Houston Division took on was phase one the MFAH's master plan that included building The Glassell School of Art. The company also continues its work on phase two, which includes new developments for the MFAH for which McCarthy's virtual design and construction group created VR and AR models for the museum.

By using software like HoloLive and Fuzor for AR technology and Fuzor for VR technology, McCarthy's VDC group can visualize and combine digital creations with the real world, Patton says. With the growing number of projects utilizing the technology, Patton says McCarthy has invested greatly in personnel who will help grow the VDC group and continue to look for advancements in the construction industry.

"Some of the folks that we have those [VDC] positions in our company, some of them come from construction technology backgrounds and construction management backgrounds but others come from graphical design and have like a gaming background, some come from architectural backgrounds," Patton says. "[Reality technology] really kind of opened the door to a new opportunity for people to get engaged with the construction industry that we hadn't seen in the past."

Lori-Lee Emshey's Future Sight AR is revolutionizing antiquated construction tools using augmented reality. Courtesy of Future Sight AR

Houston company has sight set on AR solutions for industrial construction

Visual aid

When Lori-Lee Emshey got her first oil and gas construction job in Australia, she was carrying around a backpack full of papers.

"I was really shocked at how much work they were doing with such little technology," Emshey says. "I thought, 'there's so much room for innovation here.'"

She realized that it wasn't just that site or the company she was working for — this was a problem across the industry. So, she came up with a solution. Houston-based Future Sight AR is an augmented reality technology to more efficient work on industrial construction sites. Workers can use a smart device in the field, point it at a problem on site, log the issue, and see the steps needed to fix it.

Constructing a company
Emshey realized the potential for a company in January 2016. Since then, she's partnered up with her co-founders, Sofia Lazaro and Veena Somareddy, attended accelerators and conferences across the country, completed a proof of concept, until finally incorporated this year.

It was a well-paced start for the company because they got to prove time and time again there was a need for the company. Emshey says she never wanted to start a company just to start a company. They worked tirelessly at the beginning to ensure there was no one out there already doing this in the way they were doing it.

"I feel like a lot of entrepreneurs now become an entrepreneur because it's trendy and cool, and you want to put it in your Instagram bio," she says. "The three of us aren't like that. We did this because we had to. It wasn't going to get done another way, and we couldn't let this giant opportunity float on by."

Once they got a firm footing, one of the challenges they faced was communicating the company's market need and how the technology works to individuals outside the industry. For Emshey, this was particularly annoying.

"I came from a journalism background, and it's storytelling," she says. "I thought, 'I should be able to do this.'"

Something eventually just clicked, and Emshey stopped seeing confused faces in response to her presentation, and she started seeing more head nodding. However, another challenge she says she occasionally faces is how she looks.

"It is tough. I'm pitching this industrial construction startup, and I show up and I'm a 5-foot-5 blond woman," she says. "And some people don't care, and some people would prefer I looked a different way."

Foreseeing the company's future
Raising capital has been the latest focus for Future Sight AR. Aside from some grants and accelerator money, the company hasn't raised much. They've only just started meeting with investors and have a plan to launch a round of fundraising next year. Emshey also says they are looking to partner with three companies to conduct a few pilots early next year.

It's a great time in technology for Future Sight AR as more and more people are using AR and virtual reality. People use AR or VR often — in SnapChat filters or through Pokemon Go!

Emshey says she thinks VR will grow first in gaming, while AR will take off through enterprise.

"Unlike VR when you're completely immersed, in AR, you're seeing your actual environment and one of the places you have to do that is at work," Emshey says.

Whether it's through being acquired or growing the company on its own, Emshey says she wants Future Sight AR to evolve the industry as a whole.

"If we could permanently change the way that we build projects — oil and gas or another industry — and move it toward something more efficient, safer, more productive, and a better experience for workers, and accomplish that in a permanent way in a permanent way, then we're successful," she says. "We really built this for me — I was the worker out in the field trying to do things, and it was unnecessarily difficult."
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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.

5 most popular innovation stories in Houston this week

what's trending

Editor's note: Another week has come and gone, and it's time to round up the top headlines from the past few days. Trending Houston tech and startup news on InnovationMap included a Q&A with a local businessman, innovators to know, a scoop on an acquisition, and more.

3 Houston innovators to know this week

This week's roundup of Houston innovators includes Kerri Smith of the Rice Alliance, Trevor Best of Syzygy Plasmonics, and Muriel Foster of gBETA Houston. Courtesy photos

In this week's roundup of Houston innovators to know, I'm introducing you to three local innovators across industries — from cleantech to startup acceleration — recently making headlines in Houston innovation. Click here to read more.

Following $50M gift,Tilman Fertitta reveals goals for eponymous medical school at University of Houston

Fertitta and his family have gifted $50 million to UH's medical school. Photo courtesy

As Houston’s most high-profile billionaire and owner of the posh 5-star Post Oak Hotel and Houston Rockets, Tilman J. Fertitta has become synonymous with over-the-top opulence and big-time entertainment.

But the CEO of the massive Feritta Entertainment empire’s latest move has nothing to do with penthouses or point guards, but rather a legacy, game-changing appropriation meant to aid his home state’s health.

The longtime UH board member and former chairman and his family have just pledged $50 million to the University of Houston College of Medicine. In turn, the new medical school has been christened the Tilman J. Fertitta Family College of Medicine. Click here to continue reading.

Exclusive: Houston Exponential acquired by local media and innovation group

HX has been acquired by InnovationMap's parent company. Photo via Getty Images

The nonprofit organization established in 2017 to advance awareness and opportunities for the Houston Innovation Ecosystem has been acquired by a local business.

Gow Companies has acquired of the assets of Houston Exponential. The terms of the deal were not disclosed. (Gow Companies' portfolio includes InnovationMap, as well as CultureMap, SportsMap, sports festival provider Pokatok, sports tech accelerator Pokatok Labs, ESPN radio, a sports tech-focused SPAC, and other strategic entities.)

The company plans to build upon the organization's mission and increase programming and access while leveraging new revenue streams, according to a news release.

“To say that HX was the ‘shot-in-the-arm’ Houston needed to accelerate our tech and innovation growth would be an understatement,” says Blair Garrou, HX board chair and managing director of early-stage venture capital firm Mercury. “HX has helped unlock the collaborative potential of founders and investors in the startup scene, local government, academic institutions, and the corporate sector to connect, promote and to attract talent, companies, and capital to Houston. This transaction celebrates that success and acknowledges the next stage of Houston’s evolution.” Click here to continue reading.

Houston cell therapy company prepares to IPO, move into new facility

Pete O'Heeron leads FibroBiologics as CEO and chairman. Photo via Fibrobiologics.com

Stem cells have had their time in the spotlight for a while, and now it's time for fibroblasts to have their moment, according to Pete O’Heeron, CEO, founder, and chairman of FiberBiologics, a Houston-based company that’s using fibroblast cell technology to treat a variety of chronic diseases.

The two types of cells are the only ones that can be used in cell therapy for a regenerative treatment, meaning that specialists can take healthy stem cells and fibroblasts from a patient and inject them into a part of the body that needs it the most. And, according to O'Heeron and his team, fibroblasts can do it more effectively and cheaper than stem cells.

"(Fibroblasts) can essentially do everything a stem cell can do, only they can do it better," says O'Heeron on this week's Houston Innovators Podcast. "We've done tests in the lab and we've seen them outperform stem cells by a low of 50 percent to a high of about 220 percent on different disease paths." Click here to continue reading.

New report shows why now is the time for Houston to emerge as a hub for hydrogen innovation

There's a lot of clean tech potential in hydrogen — and Houston might be the place to lead the way. Image via Getty Images

Houston, known for being the energy capital of the world, has potential to lead innovation within the hydrogen space, and a new report lays out how.

The report, which was released today by the Center for Houston’s Future, is titled "Houston as the epicenter of a global clean hydrogen hub." The information explains how Houston-based assets can be leveraged to lead a global clean hydrogen innovation.

“The Houston region has the talent, expertise and infrastructure needed to lead the global energy transition to a low-carbon world. Clean hydrogen, alongside carbon capture, use, and storage are among the key technology areas where Houston is set up to succeed and can be an example to other leading energy economies around the world,” says Bobby Tudor, chair of the Greater Houston Partnership’s Houston Energy Transition Initiative, in a news release. Click here to continue reading.

Houston startup equips medical teams with data-driven hiring tool

staffing up

A surgeon spends over a decade in school and residency perfecting their medical skills, but that education doesn't usually include human resources training. Yet, when it comes to placing candidates into surgical programs, the hiring responsibilities fell on the shoulders of surgeons.

Aimee Gardner, who has her PhD in organized psychology, saw this inefficiency first hand.

"I worked in a large surgery department in Dallas right out of graduate school and quickly learned how folks are selected into residency and fellowship programs and all the time that goes into it — time spent by physicians reviewing piles and piles of like paper applications and spending lots and lots and of hours interviewing like hundreds of candidates," Gardner tells InnovationMap. "I was just really shocked by the inefficiencies from just a business and workforce perspective."

And things have only gotten worse. There are more applicants hitting the scene every year and they are applying to more hospitals and programs. Future surgeons used to apply for 20 or so programs — now it’s more like 65 on average. According to her research, Gardner says reviewing these applications cost lots of time and money, specifically $100,000 to fill five spots annually just up to the interviewing phase of the process.

Five years ago, Gardner came up with a solution to this “application fever,” as she describes, and all the inefficiencies, and founded SurgWise Consulting, where she serves as president and CEO.

"We help provide assessments to help screen competencies and attributes that people care about," Gardner says. "(Those) are really hard to assess, but really differentiate people who really thrive in training in their careers and people who don't."

Aimee Gardner is the CEO and president of Houston-based SurgWise. Photo via surgwise.com

These are the non-technical skills, like the professionalism, interpersonal skills, and communication. While SurgWise began as a service-oriented consulting company, the company is now ready to tap technology to expand upon its solution. The work started out of Houston Methodist, and SurgWise is still working with surgery teams there. She says they've accumulated tons of data that can be leveraged and streamlined.

"We're now pivoting from a very intimate client approach to a more scalable offering. Every year we assess essentially around 80 percent of all the people applying to be future surgeons — those in pediatric surgery, vascular surgery, and more,” Gardner says. “We’ve used kind of the last five years of data and experiences to create a more scalable, easy-to-integrate, and off-the-shelf solution.”

Gardner says her solution is critical for providing more equity in the hiring process.

“One of our goals was to create more equitable opportunities and platforms to assess folks because many of the traditional tools and processes that most people use in this space have lots of opportunity for bias and a high potential for disadvantaging individuals from underrepresented groups," she says. "For example, letters of recommendation are often a very insider status. If you went to some Ivy League or your parents were in health care and they know someone, you have that step up from a networking and socioeconomic status standpoint."

Personal statements and test scores are also inequitable, because they tend to be better submissions if people have money for coaching.

SurgWise hopes to lower the number of programs future surgeons apply to too to further streamline the process. She hopes to do this through an app and web tool that can matchmake people to the right program.

“Our ultimate goal is to create a platform for applicants to obtain a lot more information about the various places to which they apply to empower them to make more informed decisions, so that they don't have to apply to a hundred places," Gardner says. "We want to essentially create a match-style app that allows them to input some data and tell us 'here's what I'm looking for here are my career goals and any preferences I have.'”

While that tool is down the road, Gardner says SurgWise is full speed ahead toward launching the data-driven hiring platform. The bootstrapped company hopes to raise early venture funding this summer in order to hire and grow its team.

“As we continue to consider this app that I talked about and some of the other opportunities to scale to other specialties we're gonna start looking for a series A funding later this summer.”

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