You'll paw-bably soon be seeing Rockin' Pets, Rollin' Vets vans across the Lone Star State. Photo courtesy of Rockin' Pets, Rollin' Vets

An innovative Houston company has closed a fresh round of funding in hopes of rolling its service out statewide.

Rockin' Pets, Rollin' Vets, a full-service mobile veterinary clinic based in Houston, has closed a $5 million equity raise with plans to expand across the Lone Star State. Founded by Dr. Katie Eick, who is the company's CEO, Rollin’ Vets Group flips the switch on pet health care by bringing vets to its patients' homes.

This fresh funding helps Eick take that first step toward expansion. According to a news release, Rockin’ Pets, Rollin’ Vets expects to have a presence in Dallas and Austin by March of next year.

“This equity raise allows us to not only hire additional talent, but also increase our mobile clinic fleet, while expanding into other cities at an expedited rate. There is a vast opportunity to serve animals and people that need non-traditional veterinary care in other Texas markets. We are ready to tap into these markets and bring convenient, state-of-the-art care straight to pet owners’ doorsteps,” says Eick in the release.

Currently, the company has five mobile units staffed by seven veterinarians and 12 skilled veterinary technicians. The company’s capabilities include wellness and illness exams, in-house labs, radiology, end-of-life care, routine surgeries, laser therapy and dental procedures — all within the Greater Houston area. The service plans to expand into The Woodlands in January.

Last year, the company raised $1 million in angel investment and crowdfunding on NextSeed. Patrick Lewis, CFO for Rollin’ Vets Group, says in the release that the capital was raised by a number of individuals, many of whom had prior investments in the pet care industry.

Eick founded her company in 2015 and was seeing steady growth as delivery and on-demand services like Uber, DoorDash, etc. increased in use and awareness of mobile services. Eick previously told InnovationMap that the pandemic really cemented the efficacy of mobile services.

While the company is focused on a Texas expansion for now, it's been in Eick's plan to expand even more broadly for a while.

"We're aiming to be a nationwide brand," Eick previously told InnovationMap.

Katie Eick always wanted to be able to offer mobile services.Photo courtesy of Rollin' Vets

This week's Houston innovators to know include Yared Akalou of Alcove Group, Serafina Lalany,of Houston Exponential, and Patrick Lewis of Sustainability Ventures Group. Photos courtesy

3 Houston innovators to know this week

who's who

Editor's note: This week's group of Houston innovators you need to know might be pretty familiar to you, however each of them have a new endeavor they are excited to launch — from an energy investment group with a new name to new virtual platforms to benefit entrepreneurs.

Yared Akalou, founder-and-CEO of Alcove Group

Yared Akalou founded IAmOther50 to capture the brand of the freelancer along with their personality and experience. Photo courtesy of Alcove

Yared Akalou describes himself as a designer-focused entrepreneur. As founder-and-CEO of Alcove Group, his latest venture, IAmOther50, is a platform for creatives and freelancers to connect to work. This innovation he's focused on is in light of the growth in jobs that are freelance and remote.

"I am really on a mission," Akalou tells InnovationMap. "I have been talking about the future of work for over a decade now. The paradigm will change to viewing work as a service, so it is important to tell a freelancer's story through a more engaging and novel way." Read more.

Serafina Lalany, chief of staff at Houston Exponential

Serafina Lalany joins the Houston Innovators Podcast to discuss the HTX TechList, which launches this week. Photo courtesy of Serafina Lalany

Serafina Lalany is pinpoint focused on creating resources for Houston innovators through her work at Houston Exponential. Most recently, that's meant creating and launching the HTX TechList, which went live last week. For her, one of the most important benefits the platform will afford the city is access to data about the ecosystem.

"We needed a centralized datasource classifying startups, investors, startup development organizations, and corporate innovators," she says on the Houston Innovators Podcast. "There was not any good resource on the internet that was verified, centralized, and adhered to a data standard." Read more and stream the episode.

Patrick Lewis, managing partner of Sustainability Ventures Group

Houston-based Sustainability Ventures Group is focused on connecting energy companies to innovative, sustainable solutions. Photo courtesy of SVG

As Patrick Lewis started to get a feel for what his network within the energy industry was looking for amid the pandemic, he thought some of the sustainability-focused ventures might be on the back burner.

"We thought we would hear that sustainability in this environment may have slipped down the priority list, but it was the exact opposite," Lewis says. "Pretty consistently across all the operators, sustainability, reducing emissions, and greenhouse gases — those are all even more important today."

This confirmation that the energy industry is committed to innovative sustainability projects led Lewis to rebrand his energy tech investment group from BBL Ventures to Sustainability Ventures Group, or SVG. The investment team focuses on reverse engineering the startup innovation process by sourcing the concerns and goals of the energy companies, then finding solutions from the startup world through reverse pitch competitions and challenges. Read more.

Houston-based Sustainability Ventures Group is focused on connecting energy companies to innovative, sustainable solutions. Photo via Getty Images

Houston energy tech investment group rebrands to address sustainability

Seeing green

As the pandemic took its hold on the economy and the energy industry's commodity crisis did its damage, Patrick Lewis understandably assumed that maybe sustainability initiatives might be on the back burner for his network of energy companies.

"We thought we would hear that sustainability in this environment may have slipped down the priority list, but it was the exact opposite," Lewis says. "Pretty consistently across all the operators, sustainability, reducing emissions, and greenhouse gases — those are all even more important today."

This confirmation that the energy industry is committed to innovative sustainability projects led Lewis to rebrand his energy tech investment group from BBL Ventures to Sustainability Ventures Group, or SVG. The investment team focuses on reverse engineering the startup innovation process by sourcing the concerns and goals of the energy companies, then finding solutions from the startup world through reverse pitch competitions and challenges.

"We're not fundamentally changing our business model or investment strategy, but we just wanted to make sure our messaging was crystal clear," Lewis tells InnovationMap.

Lewis says he and his team really thought through the definition of sustainability, and he specifies that, "we're not doing this to go chase solar or wind power — those are on the table — but we think there are two primary opportunities: Digital transformation and emerging technologies in the existing fossil fuel industry and the low carbon value chain," Lewis says.

He adds that oil and gas is going to be around for a long time still, and he cites that by 2040, it's predicted that 40 percent of energy will still come from fossil fuels. It's the big energy companies and providers — which he's working with — that have the power to move the needle on these changes.

"We think there's a real opportunity to pursue efficiencies and reduce emissions and footprint in that existing traditional oil and gas sector," he says.

Earlier this year, Lewis was addressing these concerns by working on standing up a group of industry experts for regular meetings to discuss innovation needs. What started as a call with a handful of people, now hosts 40 people across 14 energy operator and major tech platforms.

"The whole purpose of this group is to share best practices, collaborate on common pain points, risk manage pilots," Lewis says. "We continue to build that group — it's going to be a nonprofit governed by a steering committee."

While SVG has held off on its reverse pitch events, the organization along with the University of Houston Center for Carbon Management submitted a proposal to host the National Science Foundation's Convergence Acceleratoronvergence Accelerator virtual conference at the end of September.

"The goal is to bring together multidisciplinary stakeholders — industry, nonprofit, academics, NGOs, public policy experts — to solve big problems," Lewis says. "Sustainability is a problem they really want to address."

From new tech jobs in Houston to an entrepreneurship minor at Rice University, here are some short stories in Houston innovation. Shobeir Ansari/Getty Images

Rice creates entrepreneurship minor, Houston tech jobs grow, and more innovation news

Short stories

While much of the city's news — along with the rest of the country — has been focused on COVID-19, headlines are starting to resemble some sense of normalcy again.

For this roundup of short stories within Houston innovation, there's a mix of news items pertaining to the coronavirus, as well as news items outside of the pandemic — from a new minor program at Rice University to Baylor College of Medicine testing for a COVID treatment.

Rice University introduces entrepreneurship minor

Rice University plans to offer undergraduate students an opportunity to minor in entrepreneurship. Courtesy of Rice University

Three of Rice University's programs — the Liu Idea Lab for Innovation and Entrepreneurship, Jones Graduate School of Business, and Brown School of Engineering — are teaming up to provide undergraduate students an opportunity to minor in entrepreneurship.

"Entrepreneurship and the creation of new businesses and industries are critical to Houston and Texas' future prosperity and quality of life," says Yael Hochberg, Rice finance professor who leads Lilie, in a release. "Rice students continuously seek to lead change and build organizations that can have real impact on our world. In today's new and uncertain world, the skills and frameworks taught in the new minor are particularly important."

According to a news release, the minor's curriculum will provide students with professional skills within entrepreneurship, such as problem solving, understanding customers and staff, communication, and more. The program will be housed in Lilie, which features a coworking space, graduate and undergraduate entrepreneurship courses, the annual H. Albert Napier Rice Launch Challenge, and other courses.

Houston named No. 12 for tech jobs

Houston's tech jobs are growing — just not at an impressive rate, according to a new report. Christina Morillo/Pexels

CompTIA has released its Cyberstates 2020 report that identifies Houston as No. 12 in the country for tech jobs. However, the Bayou City was ranked No. 38 for job percent growth. Austin and Dallas appear in the top 10 of each of the Cybercities rankings.

According to the report, Houston has a net total of 235,802 tech jobs, an increase of 826 jobs between 2018 and 2019. This figure means a growth of 25,904 jobs between 2019 and 2010. The full report is available online.

While Houston misses the top 10 metros, Texas ranks No. 2 for net tech employment and net tech employment growth. The Lone Star State came in at No. 4 for projected percent change in the next decade. The state was also recognized as No. 2 for number of tech businesses.

Baylor College of Medicine tests existing drug for COVID-19 cure

A Houston institution is looking into an existing vaccine for coronavirus treatment. Andriy Onufriyenko/Getty Images

Baylor College of Medicine researchers — along with colleagues at four other institutions — are testing to see if the bacille Calmette-Guerin vaccine, known as BCG, can work against COVID-19.

"Epidemiological studies show that if you're BCG vaccinated, you have a decreased rate of other infections," says Dr. Andrew DiNardo, assistant professor of medicine – infectious diseases at Baylor, in a news release.

The vaccine has been found to help protect against yellow fever and influenza, and, according to DiNardo, the vaccine could show 30 to 50 percent improvement in immune response in patients with the coronavirus. The team is currently looking for subjects to participate in a clinical trial to test the vaccine.

While research is preliminary, the theory is that BCG changes the way the body responds to a pathogen, according to the release.

"Think of DNA like a ball of yarn," DiNardo explains in the release. "Some pieces of the ball of yarn are open and able to be expressed. Other pieces are wrapped up tight and hidden away, and those genes are repressed. It's a normal way for cells to turn certain genes on and off. BCG opens up certain parts of this ball of yarn and allows the immune system to act quicker."

Plug and Play announces physical space in Houston

Plug and Play Tech Center's local team will work out of the Ion. Courtesy of Rice University

Since entering the Houston market last year, Silicon Valley's Plug and Play Tech Center has hosted numerous events, named its first cohort, and hired Payal Patel to lead the local operations. However, the local operations still, until recently, lacked a plan for a physical space in town.

"Plug and Play intends to set up its permanent office in Houston in Rice's Ion development," says Patel in a statement. "We have engaged in preliminary discussions with Rice Management Company to secure office space for the building's expected Q1 2021 opening."

Until then, says Patel, who is director of corporate partnerships for Plug and Play in Houston, the Plug and Play team will have its base at Station Houston, which recently merged with Austin-based Capital Factory. At present, the local team is hiring to build up its team and has five open jobs on HTX Talent, a job portal for Houston tech.

UH professor named a Guggenheim fellow

A University of Houston professor has been honored with a prestigious award. Photo courtesy of University of Houston

A University of Houston mechanical engineer has been selected for a Guggenheim Fellowship. Pradeep Sharma is the only recipient in the engineering category.

The M.D. Anderson Chair Professor of mechanical engineering and chairman of the department, Sharma uses mathematics and technology to breakdown physical phenomena across a number of disciplines.

The Guggeinheim Foundation has funded more than $375 million in fellowships to over 18,000 individuals since its inception in 1925. This year, the organization selected 173 individuals.

"It's exceptionally encouraging to be able to share such positive news at this terribly challenging time," Sharma says in a news release from UH. "The artists, writers, scholars and scientific researchers supported by the fellowship will help us understand and learn from what we are enduring individually and collectively."

Houston health system to participate in coronavirus plasma study

HCA Houston Healthcare is participating in a plasma treatment program. Getty Images

HCA Healthcare Gulf Coast Division has announced that it will be participating in a national study to see if plasma from recovered COVID-19 patients can help current COVID patients in severe conditions.

"We are proud to take part in this important study. We are asking for the help of our community to spread awareness about plasma donation for patients facing COVID-19 not only in Houston, South Texas and Corpus Christi, but also around the world," says Mujtaba Ali-Khan, chief medical officer at HCA Healthcare Gulf Coast Division, in a news release.

Per the study, the following HCA Healthcare Gulf Coast Division Hospitals will be participating:

  • HCA Houston Healthcare Clear Lake
  • HCA Houston Healthcare Conroe
  • HCA Houston Healthcare Kingwood
  • HCA Houston Healthcare Southeast
  • HCA Houston Healthcare West
  • HCA Houston Healthcare Tomball
  • HCA Houston Healthcare North Cypress
  • HCA Houston Healthcare Northwest
  • HCA Houston Healthcare Mainland
  • HCA Houston Healthcare Medical Center
  • Corpus Christi Medical Center
  • Rio Grande Regional Hospital
  • Valley Regional Medical Center

"This trial is just the first step, but hopefully it will help us determine if plasma transfusions can be a treatment for critically ill patients with COVID-19," says Carlos Araujo-Preza, MD, critical care medical director at HCA Houston Healthcare Tomball, in the release.

Dr. Araujo-Preza safely discharged his first plasma patient last week. The patient is recovering from home following their treatment.

The hospital system is looking for eligible volunteers to donate plasma via the American Red Cross to help treat current patients.

Early stage energy venture firm calls for startups

Industrial software

BBL Ventures is looking for energy companies to pitch. Getty Images

Houston-based BBL Ventures, which looks to connect tech startups to industrial and energy corporations, is seeking energy tech startups to pitch.

"Digital transformation, automation, emerging technologies and sustainability have never been more important to these industries than in this challenging macro environment," says Patrick Lewis, founding managing partner of BBL Ventures, in an email. "We are launching a 6-week challenge campaign to find BEST in class solutions to BIG pain points in the energy and industrial sectors."

In the email, Lewis lists over a dozen challenges or pain points from the organization's corporate partners. The goal would be to find startups with to solutions to any of these identified pain points. Winners of the pitch competition are eligible for POCs, pilots, and funding.

For more information and to submit a pitch, visit BBL's website. BBL is also introducing the program with a virtual kick-off panel on May 21 at 2 pm. Registration is available online.

Meet this week's Houston innovators to know. Courtesy photos

3 Houston innovators to know this week

Who's who

It's safe to say most Houstonians have been glued to their TVs watching the Houston Astros in the World Series, but the city never sleeps on innovation news. And, one of this week's who's who of Houston innovation even has a World Series-worthy technology.

Here are this week's Houston innovators to know.

Patrick Lewis, co-founder of BBL Ventures

Patrick Lewis co-founded BBL Ventures that helps connect energy companies to startups that have innovative technology solutions for their pain points. Courtesy of Patrick Lewis

On last week's episode of the Houston Innovators Podcast, Patrick Lewis, co-founder of BBL Ventures, with his 25-year career in tech investing, took the mic to discuss Houston innovation, the energy tech industry, and BBL's progress with matchmaking big corporations and the startups that can help them stay competitive.

"At our core, we're an investment firm, but our mission statement is to be the innovation partner for the energy and natural resources industry," Lewis says on the podcast. Read more.

Brian DiPaolo, the chief technology officer of Accudata Systems

Through a partnership between two Houston companies, installing breast cancer screening technology is easier than ever. Courtesy of Acudata Systems

It's National Breast Cancer Awareness Month, and the demand for access to detection facilities is rising. Two Houston companies joined forces to help optimize detection.

Brian DiPaolo, the chief technology officer of Accudata Systems, along with Solis Mammography announced a new partnership with the creation of Center-in-a-Box, a technology solution that supports the rapid deployment of breast screening and diagnostic service. Combining IT design, engineering, equipment installation, and go-live support into one full-service package, Center-in-a-Box is forecasted to grow Solis by approximately 30 to 60 new mammography centers within the next 24 months.

"What differentiates Accudata is the services we provide," says DiPaolo. "From procurement and project management to design, installation, and ongoing support, Accudata is a one-stop shop for turning up a new site quickly." Read more.

Ben Fairchild, founder of Fairchild Sports Performance

Ben Fairchild is in the business of keeping athletes — from professionals to amateurs — in top shape. Courtesy of FSP

Sports technology is a burgeoning business and Ben Fairchild, founder of Fairchild Sports Performance, sees the value for its clients. Fairchild has created an app that allows users to stay in shape and access training from anywhere. This has been especially helpful for Fairchild's MLB athletes, which includes World Series athletes George Springer, right fielder for the Houston Astros, and Anthony Rendon, third baseman for the Washington Nationals,

"The FSP app is for anybody who has a body," Fairchild says. "We want to find solutions for long-term health and fitness challenges for people of all walks of life." Read more.

Patrick Lewis co-founded BBL Ventures that helps connect energy companies to startups that have innovative technology solutions for their pain points. Courtesy of Patrick Lewis

Meet the Houston investor that's bridging the gap between big energy companies and startups

Houston innovators podcast episode 4

The energy industry is at an inflection point. In order to compete, oil and gas companies are really focusing on innovation and engaging startups. That's where Patrick Lewis comes in.

Lewis, co-founder of BBL Ventures, has been a tech investor in the Houston innovation ecosystem for about 25 years, and he started seeing an opportunity to help large companies identify their pain points and connect them with startups that have the technology to design solutions. He created BBL Ventures — and an accelerator for its portfolio companies, BBL Labs out of Station Houston — to become a matchmaker of sorts for big corporations and the startups that can help them stay competitive.

"At our core, we're an investment firm, but our mission statement is to be the innovation partner for the energy and natural resources industry," Lewis says on the fourth episode of the Houston Innovators Podcast.

The key element to BBL's model is the reverse-style pitch. Rather than hosting a pitch competition with a wide range of energy tech startups, BBL teamed up with ExxonMobil earlier this year and identified two specific robotics problems and called for startups to pitch solutions.

After the success of the reverse pitch, BBL hosted an Emerging Technology Symposium at The Cannon last month. The event brought together individuals on both sides of the table — the corporates and the startups — further bridging the gap between the two.

Lewis discusses BBL's past success and future plans, as well as what keeps him up at night as a tech investor in Houston on this week's podcast. Check it out below and subscribe wherever you get your podcasts.


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CultureMap Emails are Awesome

10+ can't-miss Houston business and innovation events for March

WHERE TO BE

From networking meetups to speaker expert speaker summits, March is filled with opportunities for Houston innovators.

Here's a roundup of events you won't want to miss out on so mark your calendars and register accordingly.

Note: This post may be updated to add more events.

 March 6 — Women's History Month Mixer

Bag Talk and Jem are collaborating to produce a dynamic Rooftop Mixer, designed to bring together entrepreneurs, startups, founders, tech professionals, health experts, and investors.

In honor of Women's History Month, the speaker panel will feature trailblazing women entrepreneurs who have redefined success in their respective fields. Gain invaluable insights, strategies, and inspiration as they share their journeys in business, innovation, and leadership.

This event is Wednesday, March 6, from 6 to 9 pm at Reset. Click here to register.

 March 7 — Energy Workforce of the Future Career Fair & Summit

A variety of Gen-Z speakers will be unpacking the future of working in the energy industry. Take advantage of this unique occasion to showcase your skills, exchange ideas, and build valuable connections. Denise Hamilton will be the keynote speaker followed by a host of other energy innovators.

This event is Thursday, March 7, from 7:30 am to 4 pm at the Briar Club. Click here to register.

 March 7 — GB Spring Mixer 2024

Meet community members, network, and develop relationships with local businesses at this event for Pearland's small business community. This mixer is sponsored by Pearland Innovation Hub, a home for innovation, entrepreneurship and small business growth, custom built for Pearland's business community.

This event is March 7, from 6:30 to 8:30 pm at The Cannon. Click here to register.

 March 14 — Pi Day With Portal Innovations

TMC Helix Park will host a Pi Day celebration at TMC3. All scientists, researchers, math experts, and innovators are invited to come and recognize the significant impact Pi (3.14) has had in shaping our world today and continuously in the future. Enjoy networking opportunities with Pi bites, games, and prizes.

This event is Thursday, March 14, from 12 to 1:30 pm at TMC Helix Park. Click here to register.

 March 14 — FanTechstic Mixer

This event is a mixer for tech professionals and tech enthusiasts. Connect with potential employers, collaborators, and mentors who can shape the trajectory of your career.

This event is Thursday, March 14, from 5:30 to 9:30 at Luxtrium Event Venue. Click here to register.

March 16 — Generative AI: Understanding and Fine Tuning LLM

This webinar dives deep into Generative AI, the game-changer that creates images from text, crafts personalized campaigns, and writes reports in seconds. Attendees will learn the innerworkings of Large Language Models (LLMs), the engines behind this revolution. Learn practical skills, explore real-world use cases, and future-proof your career.

This event is Saturday, March 16, from 10 am to 12 pm at Houston Translations. Click here to register.

March 18-22 — CERAWeek by S&P Global

For the 42nd time, CERAWeek is convening energy leaders from around the world for a conference, this year with its theme of "Multidimensional Energy Transition: Markets, climate, technology and geopolitics" that will zero in on the world's journey to zero-carbon.

The event is Monday, March 18, to Friday, March 22, in Downtown Houston. Click here to register.

March 21 — Global Energy: Qatar's LNG Expansion

At this event, expert panelists will delve into issues of investment partnerships, destination markets for gas supply, and the practicalities of expanding fossil fuel exports amid global decarbonization goals. Qatar is in the midst of expanding its LNG export capacity, increasing from 77 million tons per annum to 126 million by 2027.

This event is Thursday, March 21, from 11:30 am to 1:30 pm at Rice University's Baker Institute for Public Policy. Click here to register.

March 21 — Energy Underground - Early Design Partnerships

Meet up with renewable energy product developers, service providers, energy transition thought leaders, and more at this networking event. Make industry contacts, secure financing, share deals, or recommend talent looking to enter the energy workforce. This month meeting is open to everyone, but focused on connecting energy software founders with VP's of Operations and Projects at energy companies.

This event is Thursday, March 21, from 11:30 am to 2 pm at The Cannon. Click here to register.

March 26 — Bots & Brews

This is the spring meetup of the Energy Drone / Robotics / Data crowd, with over 200 leaders attending. Enjoy beer, bites and bots. Check out the latest robotics and data / AI tech, while hearing new case studies and connecting with some of the biggest leaders in energy and autonomous systems.

This event is Tuesday, March 26, from 5:30 to 7:45 pm at the Ion. Click here to register.

March 27 — Energy Industry Young Professionals Gumbo Cook-Off & Technology Showcase

Explore cutting-edge products, network with industry professionals, and savor delicious creations in the Gumbo Cook-Off. Make it a night to remember with live music, a beverage garden, and fundraising efforts to support the energy industry and first responders.

This event is Wednesday, March 27, from 5 to 9 pm at Bad Astronaut Brewing Co. Click here to register.

March 27 — 2024 CultureMap Houston Tastemaker Awards

The CultureMap Tastemaker Awards is an annual celebration of Houston's top restaurant and bar talent, as selected by their peers. Check out this signature in-person tasting event and awards ceremony. Celebrate all of the nominees and the winners, while sampling bites and sipping specialty drinks along the way.

This event is Wednesday, March 27, from 7 to 10 pm at Silver Street Studios. Click here to register.



Houston AI femtech startup raises $2M round to expand platform to B2B opportunities

fresh funding

A Houston-based startup that's improving health and wellness for women with its artificial intelligence-backed platform has raised a bridge round of funding.

Ema closed its latest bridge round, bringing its total funding to nearly $2 million. The company received investment from Kubera's Venture Capital and Victorum Capital, which joined existing investors Hearst Labs, Wormhole Capital, Acumen America, and Techstars.

Ema strives to deliver "personalized, empathetic, and evidence-based support" to its users through its generative AI technology. The platform has more than 100,000 users, and has expanded into the B2B sector with $100,000 in contracts within just 30 days after pivoting to this model, according to the company.

"Ema was born from a deep-seated belief in the transformative power of AI to make women's health care more accessible and effective," Amanda Ducach, CEO of Ema, says in a news release. "Our recent funding and rapid B2B growth validate our approach and enable us to further our mission."

The company, originally founded as SocialMama looking to connect mothers digitally to each other and, later, physicians and experts, rebranded a year ago. The platform aims to be comprehensive and holistic to positively affect women's health and wellness journeys across life stages and categories.

"Our vision extends beyond immediate health concerns; we see Ema as a companion that can support women throughout their lives, offering guidance, support, and understanding whenever they need it," Ducach explains. "This latest round of funding will help us expand into new areas, including employee benefits, where we believe we can make a substantial difference."

Amanda Ducach founded the company in 2019. Photo via Twitter

Why founders need to be prioritizing problem-solution fit, according to this Houston innovator

guest column

Over the past 10 years I have been so incredibly fortunate to work for and with dozens of startup ecosystems, startup development organizations, competitions and accelerators.

Through these interactions I have mentored, advised and coached over 500 startups and as I've reflected back on these interactions and relationships I have observed some crucial insights that I am humbled to be able to share here with you — starting with the importance of problem-solution fit.

My top observation is that the success of founders often hinges on their focus on a specific problem, from the perspective of the problem holder (which is not always their customer) and particularly a problem set they care deeply about. This focus is far more impactful than merely having a great idea. Founders with a laser focus on a problem, showed remarkable advantages. These founders were:

  • Quicker in Validating Assumptions: Their problem-centric approach allowed them to more rapidly test and validate their hypotheses about market needs and solutions.
  • Focused on Data-Driven Decision Making: They were more receptive to letting data guide their strategic decisions, leading to more grounded and effective strategies.
  • Agile in Pivoting: When confronted with challenges or new information, these founders could pivot more efficiently, as their commitment was to solving the problem, not just to their solution.

This problem-focused mindset proved to be a significant differentiator in their journey from ideation to success.

For these reasons, the philosophy that problem-solution fit leads development, has become a cornerstone in my approach to fostering innovation. It underscores the need for startups and organizations alike to delve deeper into understanding the real challenges they face, the first order problems, which in turn opens doors to more impactful and sustainable solutions.

Most recently, In my time at MassChallenge, my approach to problem identification diverged significantly from industry norms. The crux of my strategy was to shift the founders' focus from their innate bias towards their innovation or the allure of monetary gain to a deeper connection with the underlying problem — transforming the innovator's bias into the innovator's gift.

In my interactions, I often met two predominant types of founders:

  • Technical Founders: These individuals were deeply enamored with the technology or product they created. Often coming from the research world or a technical / engineering background within one industry. Their passion was more about the innovation itself rather than its impact or the problem it aimed to solve.
  • Profit-Oriented Founders: These founders were driven primarily by the potential for financial success. Often coming out of Business school, consulting firms or investment / banking background. Their focus was often on the market opportunity, timing, size and scale rather than the problem needing a solution.

I am not a believer that anyone fits into a box but these were broad commonalities I observed over time. While neither mindset is inherently flawed, it became evident that a third type of founder, those who developed a passion for solving a specific problem — often tied to a personal or emotional connection — tended to achieve greater success.

The challenge lay in transforming the mindset of founders who initially did not have this problem-centric focus. To do this, I employed a series of exercises and mental experiments that anyone can do aimed at uncovering the true purpose behind their ventures. Two pivotal tools in this process was Simon Sinek's Golden Circle, which helped delve into the why behind their companies and Ash Maurya’s Problem Discovery process that he details in Lean Mastery.

These exercises were transformative. Founders typically developed a stronger attachment to these newly framed problem statements than to their initial motivations. It aligned their endeavors with a purpose that was emotionally significant to them, thereby enhancing their commitment and effectiveness in addressing the problem.

This approach to problem identification was not just about finding a market fit; it was about aligning the founders' core values and motivations with the problems they aimed to solve, thereby unleashing the true potential of their innovations.

One of the most significant challenges was persuading founders to shift their mindset from their initial focus to a problem-oriented approach. This transition was often difficult, as change is inherently challenging, especially when founders have invested months or years in developing something they feel deeply connected to. The key was to reframe and redirect their passion towards understanding and solving the core problem for the problem holders that were most affected. This shift in focus wasn't always successful, but when it did take effect, it markedly increased the founders' likelihood of success.

Part of the difficulty in effecting this founder mindset shift stemmed from the overwhelming amount of content directed at startup founders, emphasizing the immediate need for customer feedback and early creation of MVP’s. While these aspects are crucial (at the right time), there is a noticeable gap in guiding founders towards the critical step of identifying problem-solution fit earlier in the process. As a result, many founders fell into the trap of building upon untested assumptions, believing that once they've created a product or identified a revenue model, the journey was set on the right path.

This challenge wasn't confined to startup founders alone, it is prolific across the innovation economy. Corporates, governments, and universities also displayed resistance in identifying their core, underlying problems. They often focused on surface-level issues or immediate technological needs without recognizing the structural problems causing these more visible issues.

As a founder, an innovator, or anyone passionate about bringing new solutions to the masses, this shift in perspective is crucial. It allows founders and organizations to understand their challenges more deeply, leading to more effective and sustainable solutions. It isn’t just about solving the problems they could articulate, but about uncovering the first principles issues that needed addressing.

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Jon Nordby is managing partner at Anthropy Partners, a Houston-based investment firm, and professor of entrepreneurship at the University of Houston.