The second cohort of The Ion Smart and Resilient Cities Accelerator hosted a day full of thought leadership and startup pitches. Photo by Shobeir Ansari, Getty Images

In light of COVID-19, it is more relevant than ever to discuss and support startups with sustainability and resiliency in mind. At The Ion Smart and Resilient Cities Cohort 2 Demo Day, a virtual audience was reminded of that.

"So, 2020 has certainly been a year of unprecedented uncertainty and change for Houston, for Texas, for our country, and for our world," says Christine Galib, director of the accelerator. "The past few months in particular have been especially difficult as the global pandemic and civil unrest continue to spotlight systemic and structural scars on the face of humanity."

The virtual event was streamed on July 1 and hosted several thought leaders and presenters before concluding with pitches from four of the cohort companies.

"Through it all, and in a virtual world, Cohort 2 startups, the mentors, and our Ion team have been the change we wish to see in the world," Galib continues. "For these startups, failure is simply not an option — and neither is going at it alone."

Earlier this year, Galib announced the second cohort would be focused on solutions for Houston's air quality, water purification, and other cleantech needs. The program, backed by Intel, Microsoft, and TX/RX, launched on Earth Day and commenced shortly after. Cohort 3 is expected later this year.

Here are the four companies that pitched and the problems they are trying to solve.

Re:3D

re:3D was founded just down the street from NASA's Johnson Space Center to address the need for a mid-market 3D printing solution. The Houston-based startup also wanted to create their 3D printer that operates on recycled plastics in order to prevent excess waste.

"Where some see trash, we see opportunity," Charlotte Craff, community liaison at Re:3D says in her presentation.

Re:3D's clients can get their hands on their own Gigabot for less than $10,000, and the printer uses pellets and flakes from recycled plastics —not filament — to print new designs. Clients are also supported by the company with design software and training.

"We can help the city of Houston help meet its climate action and resilient city goals by transforming the way people think about recycling," Craff says about Re:3D's future partnerships with the city.

Water Lens

While two-thirds of the world is covered in water, only 0.7 percent is drinkable. And of that fresh water, 92 percent of it is used in agricultural and industrial settings. This is how Keith Cole, CEO and founder of Water Lens, set the scene for his presentation.

Water Lens, which is based in Houston with a lab located in Austin, wants to solve the problem of cities and countries running out of fresh, drinkable water by equipping huge water-using companies with a water testing tool.

"We've developed a system to let anyone test any water literally anywhere in the world," Cole says, citing clients like ExxonMobil, Shell, and Halliburton.

S2G Energy

S2G Energy, based in Mexico, is focused on optimizing energy management in order to digitize, empower, and unlock potential for cost-saving efforts and technology.

In his pitch, Geronimo Martinez, founder of S2G Energy, points out that restaurants, commercial buildings, and other adjacent industries can save money by implementing energy management solutions that come out of S2G Energy's expertise. In Mexico, Martinez says, clients include the top two restaurant chains that — especially during COVID-19 — need optimization and cost saving now more than ever.

Eigen Control

A refinery's distillation columns are expensive — their fuel use accounts for 50 of operating costs, says Dean Guma, co-founder and CEO of Houston-based Eigen Control.

Guma explains in his pitch how Eigen Control's technology can plug into existing sensors, model networks based on data, and employ the startup's artificial intelligent technology to reduce carbon emissions and save money on operating costs.

PPE For The People will donate personal protective equipment to workers in communities disproportionately affected by COVID-19. Photos via houston.impacthub.net/ppeforthepeople

New initiative to bring protective equipment to underserved parts of Houston

PPE for the people

Through a collaboration between a 3D printing company and a nonprofit organization, small businesses in underserved parts of town are able to apply to receive personal protective equipment donations.

Impact Hub Houston and re:3D have teamed up for an initiative called PPE For The People that will create and donate PPE to small businesses disproportionately affected by the coronavirus outbreak.

"All of the emerging data indicates that, while a coronavirus may not discriminate, disparities that already exist in society are putting communities of color at a disproportionately higher risk of infection, serious illness, and death from COVID-19," says Grace Rodriguez, CEO and executive director of Impact Hub Houston.

According to a news release, the initiative will support workers across industries — from restaurants employees and bus and delivery drivers to small businesses that seek to reopen safely, like barbershops and nail salons.

Impact Hub Houston works to prioritize inclusion in Houston, which has been recognized as the most diverse city in the nation.

"There a number of societal factors that are leading to disproportionately higher COVID-19 cases and deaths among minority communities," says Rodriguez, specifying that these factors include lack of access to health care, overrepresentation of people of color in jobs considered essential, and more.

To start, the initiative has identified the southeast, south, and southwest parts of Houston to deliver four types of 3D-printed PPE: face shields, ear savers, hands-free door opener, and splash guards.

"re:3D has extensively researched PPE production for COVID-19 throughout the crisis as well as collaborated with healthcare workers, first responders, and local businesses to identify where there are gaps in their ability to protect themselves and their customers," says re:3D's community liaison, Charlotte Craff. "We have started with these items because we are confident they fill those needs."

The campaign, which is raising money and seeking volunteers online, began Wednesday, May 6, and expects to deliver its first PPE next week. The organizations are looking into expanding the PPE offered, as well as their reach, but it depends on fundraising.

"We would like to expand the project to serve communities in the northeast and other high-risk areas of Houston, but that all depends on how much funding we can raise to keep producing and delivering PPE," Rodriguez explains.

According to the release, Impact Hub Houston is financially supporting the initiative through its Fiscal Sponsorship Program, which re:3D applied to. The H-Force network, a crisis collaboration, is also lending its support to this initiative.

"We are honored to help those who are most vulnerable," says Craff in the release. "Data from the CDC has shown minority communities are at greater risk of critical illness from COVID-19, and we want to help local small businesses protect their employees as best as possible without it being an added financial burden on already strained industries."

The Ion Smart and Resilient Cities Accelerator has selected its next cohort. Courtesy of The Ion

Houston accelerator announces newest cohort to tackle cleantech

Smart cities

As the world celebrated the 50th annual Earth Day on April 22, a Houston innovation organization announced a new group of startups for its accelerator program that will focus on cleantech solutions within the city of Houston and beyond.

The Ion's accelerator, which recently renewed its focus on resiliency, announced its second cohort with six startups that will create solutions for Houston's air quality, water purification, and other cleantech needs.

"Through leveraging the power of our local Ion community, The Ion Smart and Resilient Cities Accelerator is committed to solving challenges Houstonians face every day," says Christine Galib, senior director of accelerator programs at The Ion and the director of the accelerator, in a news release. "We connect participating startups with mentors, partners, and stakeholders, so they gain access to the resources they need to build, validate, and scale their technologies. Together, we are building a safer, smarter, and more accessible city for all Houstonians."

The program is supported by Intel, Microsoft, and TX/RX and has began its programming for the new cohort. The six startups selected for the program are:

  • Houston-based Eigen Control uses machine learning and chemical engineering models to combat rising CO2 emissions. Distillation process plants emit so much CO2 — and Eigen Control's processes are working to change that.
  • Houston-based Annapurna Solutions has cloud-based solutions for hazardous and solid waste management.
  • Mexico City-based S2G Energy focuses on sustainable and optimized solutions for businesses and governments with its energy-management-as-a-service technology.
  • Houston-based re:3D is a 3D-printing nonprofit that is democratizing small-scale manufacturing. Its Gigabot can use recycled and reclaimed materials for more sustainable and affordable production. The company, which has offices in Puerto Rico and Austin, donates a printer to someone making a difference with every 100 printers it sells.
  • Austin-based LifePod Corps is a nonprofit that provides disaster relief through renewable and sustainable technologies built and delivered by military veterans.
  • Houston-based Water Lens has created a real-time water data analytics platform for industries that use a lot of water — like oil and gas, agriculture, power generation, coal mining, and food processing. The technology allows for quicker, more reliable results.

The accelerator's leaders chose its theme for the cohort based on the City of Houston's Resilient Houston Strategy and Climate Action Plan. The program has identified these six startups as movers and shakers within these Smart Cities challenges.

"We are thrilled to collaborate with these startups to further develop Houston as one of America's smartest and most resilient cities," says Gabriella Rowe, executive director of The Ion, in the release. "By leveraging our resources and networks, the accelerator and Cohort 2 improve living conditions for all Houstonians. In this way, we stimulate our local economy with new jobs and economic opportunities."

Last year's inaugural cohort was announced in August and focused on resilience and mobility. After a demo day in December, the cohort continued its work in Houston through 15 pilot programs the startups had with the city. The third cohort is expected to launch toward the end of 2020, but the next theme has not yet been decided.

Houston celebrated 50 years since the Apollo moon landing on July 20. Here are some startups that are going to be a part of the next 50 years of space tech in Houston. Photo via NASA.gov

5 startups keeping Houston known as the Space City

space tech

This month, for the most part, has been looking back on the history Houston has as the Space City in honor of the 50th anniversary of the moon landing on July 20. While it's great to recognize the men and women who made this city the major player in space exploration that it is, there are still entrepreneurs today with space applications and experience that represent the future of the Space City.

From space tech to former NASA expert-founded companies, here are five companies keeping Houston's rep as the Space City.

Cemvita Factory

Cemvita Factory

Courtesy of Cemvita Factory

Carbon dioxide poses a problem for two major Houston-related industries: Oil and gas and Space. Cemvita Factory, which has a technology that can convert CO2 into other chemicals, has the potential to revolutionize both industries. The Houston startup is growing and Moji Karimi, who founded the company with his sister, Tara Karimi, says 2019 is all about execution.

"We're in Houston, and we have a technology that is from biotech and have applications in the space industry and the energy industry," Karimi says. "There would not have been any better place for us in the country than Houston."

Click here to read more about Cemvita Factory.

Re:3D

Courtesy of re:3D

Two NASA colleagues hung up their metaphorical space space suits to start a 3D-printing company. Six years later, re:3D had grown large enough to warrant a new, swankier space — just down the street from the Johnson Space Center.

The company makes an affordable and customizable 3D printer, called the Gigabot, and has clients across industries in over 50 countries. Recently, re:3D introduced sustainable options, including printing using plastic waste. The 7,000-square-foot space allows for anyone in the community to learn about the 3D printing process, tour the facility, attend social events or workshops, or even buy a printer or some of the company's merchandise.

Click here to read more about re:3D.

Cognitive Space

Pexels

Satellites are getting smaller and easier to launch, which has causing a significant growth in these devices entering earth's atmosphere. Former NASA specialist Guy de Carufel — through his company Cognitive Space — created a much-needed solution to managing satellites using cloud-based AI technology.

"By next year we will have major contracts, and growing our team to 15 to 20 people. We'll have a commercial product by then and servicing some commercial players," de Carufel says on his company's growth plan. "Five years from now, we'll probably be in many different verticals, spawning from what we have now to really expand and apply our systems to as many applications as possible."

Click here to learn more about Cognitive Space.

Zibrio

Pexels

Balance is extremely important for humans. Being off balanced can be an indicator of a bigger health issue or a warning sign not to attempt something dangerous. During her postdoctoral work, Katharine Forth and her colleagues at NASA developed a technology to help track balance for astronauts. They designed a compact tool that was a game changer.

"The machines typically used for balance measurement can be as large as a telephone booth, so we invented a new way to measure postural control using a much smaller mechanism that fit inside a moon boot," Forth says.

Forth evolved her technology to create a commercial product that allows for users to track their own balance for her Houston-based company, Zibrio. The startup has grown since its founding in 2015 and just this month worked with the 13,700 athletes at the National Senior Games. Zibrio measured the balance of the seniors aged 50 to 103 in order to make sure they were ready and healthy enough to compete without risking injury.

Click here to read more about Zibrio.

Blue Bear Capital

Courtesy of Tim Kopra

Tim Kopra spent over 244 days in space, and now he's using his tech background to invest in emerging energy companies with his Houston-based investment firm, Blue Bear Capital.

"On face value, it may sound like an odd match, taking someone with a tech and operational background and putting them in venture, but quite frankly it feels very familiar to me because my career has really been focused on working on complex technology and operations with very small teams," Kopra tells InnovationMap in a previous interview. "It's not just a theoretical understanding of the technology, but understanding how to use the technology and how it works."

Blue Bear Capital focuses on cutting-edge technology that has the potential to make waves in the oil and gas industry.

Click here to read more about Blue Bear Capital.

From a free workspace competition at The Cannon to a tech company's big acquisition, here are some Houston innovation short stories. Courtesy of The Cannon

Houston tech co. makes acquisition, free coworking space contest launches, and more innovation news

Short stories

It's easy to miss some of Houston's innovation news — there's quite a lot coming out across town. From contests launching out of The Cannon to a Houston tech company making a major acquisition, here are some quick news stories you need to know.

Need more news rounded up for you? Subscribe to our daily newsletter that sends fresh stories straight to your inboxes every morning.

Onit Inc.makes acquisition

Houston-based contract management software company, Onit Inc., announced the acquisition of SimpleLegal, another legal services software company. The terms of the deal were not made public.

"Onit and SimpleLegal share both a passion for both disrupting the legal technology space and valuing product innovation," says Eric M. Elfman, Onit CEO and co-founder, in a release. "Our shared commitment to elevate legal operations technology is an asset for all of our customers – from rapidly growing startups with their first in-house counsel all the way to the largest, most complex organizations. Together, our goal is to help all legal operations professionals achieve operational excellence on their legal technology journey."

According to the release, all product, support and services will go on without any interruption for customers of both companies. Elfman will serve as the CEO of the merged organization, and Nathan Wenzel, who was the CEO and co-founder of SimpleLegal, has been named the general manager of SimpleLegal.

"Today, corporations spend more than $160 billion on their in-house legal teams. The combination of Onit and SimpleLegal is a game-changer for the legal market and the future of legal operations," says Wenzel in the release. "Our teams are uniquely equipped to help shape the technology that is powering legal departments worldwide. Together, we're looking forward to combining efforts and talent to build and bring to market the next generation of legal operations technology."

The Cannon and Insperity launch startup competition

The Cannon's 120,000-square-foot space is on track to open this summer. Courtesy of The Cannon

The Insperity Innovation Scholarship is back — this time the prize of 6 months of free office space inside The Cannon means the new, 120,000-square-foot space that's set to open in West Houston very soon.

"We are so excited that Insperity has chosen to bring back this year's Innovation Scholarship and will be rewarding another lucky Houston area startup with space in our brand new building," says The Cannon's founder and CEO, Lawson Gow, in a release. "As one of our original partners, we are looking forward to another year of working with Insperity to fulfill a mission that we share — providing Houston area startups with all the resources they need to succeed and establish Houston as an exceptional place to start your business." (Gow is the son of InnovationMap's CEO.)

The applications are open from now until June 5. The finalists will be notified on June 7. All of the finalists will pitch their company to a panel of judges on June 13. Companies based in the Houston area with 3 to 8 employees are eligible. Startups can apply here.

New-to-Houston coworking concept in CITYCENTRE breaks ground

FUSE Dynamic Workspace just announced its new 26,000-square-foot project coming to CITYCENTRE. Photo via workfuse.com

The construction process has officially started this month for Texas-based FUSE Dynamic Workspace's second location in CITYCENTRE. The complex will consist of 26,000 square feet of coworking space in two buildings connected by a bridge, and include an additional 5,000 square feet across four outdoor terraces. The space will have 95 private offices, a coworking café and lounge, dedicated desks, and conference space for up to 100 people.

FUSE strives to provide business professional amenities while also giving back to its community. The first location was in Prosper, Texas.

re:3D wins over $700,000 grant

After just opening a new factory and community space, re:3D was awarded a large grant. Courtesy of re:3D

Houston-based re:3D, which just opened its new 7,000-square-foot community space and factory, recently won a six-figure grant from the National Science Foundation.

The SBIR Phase II grant is for $749,111 to further commercialize the company's Gigabot and increase maker manufacturing through 3D printing with reclaimed plastic and direct drive pellet extrusion, according to an email sent to re:3D's community.

Griddy grows with new partnership

Griddy Energy enables customer pricing transparency. Photo via gogriddy.com

Griddy Energy has signed a strategic partnership with EDF Trading Ltd — a subsidiary of low-carbon energy group EDF Group. Through this partnership, EDF will provide support to Griddy as it expands its services.

"We're thrilled to announce this deal because our focus has always been saving Texans money by connecting them directly to the grid for wholesale electricity rates. This partnership means we can bring the power of wholesale to far more people," Greg Craig, CEO of Griddy, says in a release, "In 2018, Texans paid a combined $20 billion to REPs. Had Texans paid wholesale last year, they would have paid just $14 billion. That means Texans overpaid by a staggering $6 billion last year. Our goal is to get as much of that money back into the hands of Texans in the form of savings — and this partnership with EDF will allow us to do just that."

Griddy, which has a huge presence in Texas, provides customers wholesale electricity prices and promises to be open, honest, and transparent. Rather than charging inflated rates, the company only makes a profit from the $9.99 monthly membership fees. Everything else is at cost — no margins, hidden fees, or break fees. Read more about Griddy here.

LetsLaunch and The Cannon team up ahead of a live fundraising event

LetsLaunch, a Houston-based fundraising platform, has teamed up with The Cannon. Courtesy of LetsLaunch

Fundraising for your company could be stressful, but exciting. Now, imaging that process taking place at an event in a face-to-face capacity. LetsLaunch and The Cannon have teamed up to put on a live fundraising event — think of it like a online fundraising platform meets a cocktail party.

The event is set for June 15, and LetsLaunch is taking applications for potential participating startups until May 24. Apply here.

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New Houston hub calls for collaboration for flood and hurricane prevention innovation

Houston innovators podcast episode 43

When it comes to insurance, most people's interaction is pretty limited buying a plan, filing claims when need be, and paying the monthly bill. However, unbeknownst to most of their insured clients, insurance companies are investing in insuratech and new innovations within the natural disaster space.

Richard Seline, managing director of ResilientH20, along with the Insurance Information Institute and The Cannon, to launch the Gulf Coast & Southwest Resilience Innovation Hub to foster this type of technology and bring insuratech startups and the big insurance players to the table — something that's not often done.

"It's two different languages," Seline says on the Houston Innovators Podcast. "There's a whole language and a whole mindset within the insurance industry that is not real well known."

The hub, which is based in downtown Houston's Cannon Tower, has been hard at work hosting virtual pitch events and networking opportunities since it launched in June just as the 2020 hurricane season commenced. Seline explains the mission is threefold: allow for reverse pitching where insurance companies tell innovators what their challenges are in hopes of inspiring new technology, introducing insuratech companies to potential investors or clients, and fostering innovation for new natural disaster prevention innovations.

On the podcast, Seline discusses new endeavors he's working on within his organization and explains the role his feels the new hub has in Houston's innovation ecosystem. To him, the city must work collaboratively to move the needle on growth of its innovation ecosystem.

"The good news is there is a lot of great activity underway in Houston right now — no questions asked," Seline says. "What we are doing can be seen as complimentary and not competitive with anyone else."

From game-changing startups to watch out for to upcoming events and partnerships for the Gulf Coast & Southwest Resilience Innovation Hub, check out the podcast. You can listen to the full interview below — or wherever you stream your podcasts — and subscribe for weekly episodes.



Houston tech companies have raised over $466M so far this year, new report finds

money moves

This year might be a wash for a lot of things, but according to a new fundraising report from Houston Exponential, the Bayou City has seen an increase in funding this year compared to 2019.

The HTX Funding Review found that Houston startups raised $466.33 million across 46 deals between January and July — compared to $437 in the same time frame last year. While the increase seems marginal, it's important to consider the effect of the pandemic and the few months of troubles for the oil and gas industry.

The 7 percent increase in funding is impressive compared to the national average of 2.5 percent, according to the report, which was organized by Serafina Lalany, HX chief of staff. Eighteen later stage deals made up for 76 percent of the total money raised, indicating key growth for the ecosystem.

"This expansion in Houston's relatively new and booming tech innovation ecosystem shows a strength and resilience that is really exciting," says Harvin Moore, president of HX, in the report. "We are seeing a maturation of our very young ecosystem, as rapidly growing tech companies increasingly access later stage venture capital, which often comes from outside the local area."

The report calls out 11 deals — ranging from angel to late stage — that have occured in Houston to date in 2020:

  • Preventice Solutions, a medical device company, raised a $137 million series B led by Palo Alto-based Vivo Capital along with support from existing investors, including Merck Global Health Innovation Fund, Boston Scientific, and the Samsung Catalyst Fund.
  • Fintech and software-as-a-service company HighRadius raised a $125 million series B led by ICONIQ Capital, with participation from existing investors Susquehanna Growth Equity and Citi Ventures.
  • Liongard, a SaaS company, raised a $17 million series B led by TDF Ventures, Integr8d Capital, and private investors.
  • Base Hologram, a provider of hologram concert experience, raised $15.4 million in an outsized angel round this past May.
  • ThoughtTrace, another SaaS company, raised $10 million in a series B led by McRock Capital and existing investors, as well as Chevron Technology Ventures.
  • Renewable energy company Quidnet also raised a $10 million series B. Bill Gates-backed Breakthrough Energy Ventures and Canada-based Evok Innovations, which both previously invested in the company, contributed to the round.
  • SmartAC.com emerged from stealth mode with a $10 million series A fundraising announcement.
  • Retina AI, an AI company focused on diagnostics for diseases such as diabetic retinopathy from pictures of the retina, raised $4.1 million in an angel round which closed mid-July.
  • E-commerce platform Goodfair raised $3.67 million from but the round was led by Imaginary, with support from MaC Venture Capital, Global Founders Capital, Willow Ventures, Watertower, Amplify.LA, Capital Factory, and Texas Ventures.
  • SecurityGate, a cybersecurity platform, raised funds from Houston Ventures in June, but wouldn't disclose how much.
  • Oil and gas software company, M1neral, raised $1.6 million pre-seed co-led by Amnis Ventures and Pheasant Energy, among a few other select investors and strategic partners.

While the pandemic has made funding and vetting new portfolio companies, Blair Garrou, managing director of Houston-based Mercury Fund, says venture capital firms are committed to backing the strongest startups already in their portfolio.

"We've seen many VCs focus on a 'flight to quality,'" Garrou says. "Specifically, VCs are focused more on making sure their best performing portfolio companies have cash, especially at the later stages, as well as investing in the later rounds of new deals that are clear over-performers during COVID."

Looking forward, the HX report predicts that fundraising growth will continue throughout the rest of the year.

"There are several very large local deals in final term sheet stage, and we expect full year 2020 to be the highest ever for venture capital in Houston; our ecosystem is really thriving," says Moore in the report.

Houston investor: Is this the golden age for B2B software?

Guest column

B2B software as a service, or SaaS, founders entered 2020 riding a wave of the longest economic expansion in United States history. Valuations increased to new highs, funding rounds continued getting larger at each stage, and forecasts went up and to the right fast. But then, March hit.

Quickly and seemingly out of nowhere, headlines became dominated by apocalyptic predictions of death, record levels of unemployment, shocking economic forecasts of GDP contraction, historic mass layoffs and furloughs, and unprecedented multi-trillion dollar economic stimulus packages. For founders every instinct began screaming to cut costs and hunker down.

But should B2B SaaS founders cut their organizations right now? Through analyzing a few key events and looking to the evidence in the market today, founders can develop a strategy for growing during this crisis. Not only is growth cheaper for most B2B SaaS against the backdrop of economic meltdown, but with the majority following a hunker-down instinct, a growing B2B SaaS firm will compare very favorably against a landscape of stale and stagnant competitors.

Reviewing the 1918 Spanish Flu Pandemic and the 2008 downturn

While the health implications vary widely between the current pandemic and the 1918 flu epidemic, the economic reactions share many similarities. The US response to 1918 was just as fractured as the states' reactions to COVID have been this year. As cities and states in 1918 shut down commerce to stem the spread of the flu, economic contraction quickly gave way to rebound, the so called "V-shaped recovery," despite the Spanish Flu having much higher death rates among working individuals than COVID-19.

There are major differences between 1918 and 2020, however. First, there is untapped potential in technology to replace workers. As businesses look for ways to cut costs, expect them to aggressively turn to automation, ultimately depressing real wages. Second, the 1918 response did not include shutdown measures as draconian as those we are experiencing in 2020. This could lead to permanent output loss across a wide range of industries, increasing real prices just as real wages decline. And third, the trillions of dollars in federal economic relief are unlike anything attempted in 1918.

The 2008 downturn that nearly brought the financial sector to a halt rippled through the economy as businesses in a wide range of industries made steep cuts to operations and capital expenditures. Despite this dangerous environment, SaaS firms increased profitability and continued to grow revenues each quarter. Growth slowed but remained positive while most other companies experienced absolute declines in revenue.

Customer acquisition for SaaS businesses usually gets more efficient during downturns, driving the potential for faster growth. The performance of all publicly traded B2B SaaS firms during 2008 illustrated in Figure 1 above proves the resilience of this category during a recession. While revenue continued to grow, profitability rose from a 10 percent loss on average to a 5 percent gain on average by 2010. This is likely due to firms freezing salaries and hiring and perhaps cutting down the sales and marketing budgets.

Downturn case study: Salesforce

Salesforce entered the downturn as a category leader in B2B SaaS with nearly $500M in revenue in 2007 and $3.5 million in operating losses. Throughout 2008, the company grew revenues by 51 percent to $748 million and operating profit surged to $20.3 million. And in 2009, the company repeated this stellar performance by growing revenues 44 percent to $1,077M and operating profit to $63 million. These results occurred against the backdrop of a global financial downturn and with a product focused on helping people sell more effectively (not something one would expect would sell well during a free-fall recession).

The revenue growth throughout those years followed the growth in sales and marketing spend. In 2008, the company grew sales and marketing by 49 percent, driving 51 percent revenue growth at about $1.50 of sales expense per $1 of recognized revenue added. In 2009, the company grew sales and marketing 42 percent resulting in 44 percent revenue growth at $1.63 of sales expense per $1 of recognized revenue. By 2010, the sales growth advantage was gone and Salesforce not only dropped its expense growth rate but also reverted to spending $2.64 per $1 of new revenue added.


Looking at these results Salesforce executed on the growth opportunities in 2008 and 2009 by ramping up sales expenses. The relative cost to acquire customers in 2008 and 2009 compared to 2010 proved significantly cheaper (approximately 40 percent less expensive). When faced with an advantage like that, every founder should charge ahead.

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Andrew Smith is vice president of Houston-based Golden Section Venture Capital.