In the startup world, marketing is not just lead generation. This Houston expert explains. Photo via Getty Images

Until recently, the concept of marketing within the startup sphere was often equated solely with lead-generation. It's not entirely inaccurate to say that "marketing is lead-generation," as revenue generation is undeniably the end goal of marketing efforts.

However, what tends to be overlooked by founders is the intricate path to achieving revenue generation and how marketing can pave the way. I firmly believe that a similar paradigm exists in the realm of B2C marketing.

Distinguishing "Marketing" from "marketing"

I'd like to start by establishing a distinction between Marketing and marketing. This distinction might not be perfect, but it encapsulates how I conceptualize these concepts. When I refer to Marketing with a capital "M," I'm alluding to the overarching strategies that companies employ to drive revenue through marketing and advertising activities. This is the domain of the chief marketing Officer. The role of a CMO entails overseeing marketing and advertising efforts to ensure their alignment and efficiency in achieving the company's broader strategic goals.

Given this concept, where should a startup begin when figuring out their marketing strategy?

The role of brand

There is a common tendency amongst startups to create a product, establish a name, and swiftly attempt to enter the market. While the initial step for a startup involves achieving product-market fit, I advocate that once this milestone is reached, startups should pause to invest time in crafting their brand identity. Branding serves as the facet of a company that sets it apart and defines itself. This encompasses articulating a vision, mission, and values. Founders have the opportunity to shape their company's voice, articulate how they add value to customers, and delineate the organizational culture they aspire to foster. This phase is pivotal because it establishes the foundational elements that necessitate internal alignment for efficient scalability.

Once the brand is established, it can be handed over to a skilled marketer to start driving revenue growth. However the path to revenue growth goes straight through brand awareness.

Distinguishing marketing from advertising

This distinction can be perplexing, as the activities described here largely fall under the Marketing umbrella. However, I find it beneficial to differentiate between marketing and advertising within the broader context of Marketing strategy. Marketing revolves around cultivating brand awareness. Marketing is about building brand awareness. In marketing campaigns the wording can be about the company and its team. While I don’t recommend the old visuals of people in a boardroom having meetings, it’s ok to talk about the people and goals of the company in marketing campaigns. What does your brand represent? What is your product? What do you do? Who are your people? What are your values? It’s ok to share all of these things, and depending on the channel a company is marketing on, their marketing person will be well equipped to display this.

Advertising has a different tone and purpose. When advertising a company is talking to their customer, and offering the customer a solution to their pain and problem. This is a company’s what. I assume that a company that has made it this far offers a solution that is a cure, and not a nice-to-have.

Most advertising campaigns follow a simple formula, “are you suffering from X?” with a clear answer of “our company can solve that with Y”. If the answer to the pain question is yes, there is a good probability that the person will click on the ad they are seeing. That probability improves when the advertising campaign is layered on top of a well executed brand awareness campaign.

The significance of brand awareness

Although I'm not a psychologist, I do recognize the potency of the subconscious mind. This isn't about psychological manipulation, but rather an acknowledgment that the subconscious retains more than the conscious mind is capable of. Unlocking this potential might be challenging for individuals, but for marketers, the process is comparatively more accessible. Present information to an individual, and as long as they see it, their subconscious mind will register and retain it. This underscores the importance of brand awareness in revenue generation. By exposing a target audience to the company’s messaging through brand awareness campaigns, enhances the likelihood of engagement.

This fundamentally reshapes how companies connect with their ICP.

The nuance of timing

When an individual encounters advertising, a part of their brain will recognize the brand and might even associate it positively. This underscores the criticality of brand awareness, as it allows companies to focus on their target audience and continuously engage them until they are ready to make a purchase. Determining the precise moment when a customer is ready to buy is nearly impossible. However, this moment invariably arises, usually propelled by a pain point. When that decisive moment arrives, the goal is for the company’s brand to be the first that comes to their mind or that they see. This necessitates an ongoing investment in brand awareness campaigns.

So what does this mean in the context of startups?

A capital-efficient marketing approach

A key component of any Marketing strategy is capital efficiency. Founders must familiarize themselves with crucial metrics, such as:

  1. Customer Acquisition Cost (CAC): What is the expense of acquiring each customer?
  2. Customer Lifetime Value (CLTV or LTV): What is the anticipated revenue generated from engaging this customer?

While it's acceptable to commence with assumptions, any shifts in these assumptions warrant corresponding adjustments in a Marketing budget.

In the initial stages of a company’s lifecycle, a significant portion of sales might stem from direct, personalized selling efforts. This entails founders engaging in activities like providing software demos for enterprise sales or conducting face-to-face interactions within the target market. However, as revenue grows, capital is raised, and founders transition from selling to leading, this selling strategy should be phased out. This also marks the moment for founders to begin contemplating their Marketing budgets.

A starting point for figuring out your Marketing budget can be based on a CAC to LTV ratio of 1:3, where CAC is a third of your LTV. Once you have determined your CAC to LTV ratio, you need to determine what your revenue goal is, and then set your marketing budget based on that. Finally, you need to divide your Marketing budget between marketing and advertising activities. Depending on the stage the company is at, the division should be around 60% for marketing and 40% for advertising to start. This is to enable brand awareness to work its magic to build an audience for retargeting.

If you’re unsure about how to proceed, we can talk.

In the upcoming months, I intend to delve deeper into several topics:

  1. Founder-Led Storytelling
  2. The Imperative of Building Brand Awareness
  3. Delineating the Distinctions Between Marketing and Advertising and How They Synergize
  4. The Necessity of Outbound Email Marketing
  5. The Power of Marketing Email Automation in Nurturing Your Endeavors
  6. Embarking by Selling Your "What"

I hope these insights contribute value to the founder journey.

Should you have any questions I can help with, please don't hesitate to connect with me on LinkedIn.

------

Yosef Levenstein is the chief marketing officer and venture partner at Golden Section Ventures.

The music industry has adapted to the digital age — so should financial securities. Getty Images

The financial industry needs to digitize not tokenize, says this Houston expert

Guest column

One of my favorite movies growing up was Empire Records. It was the mid-1990s, and the closest we got to Instagram feeds was who had the best mixtapes. If you're not familiar with Empire Records (or what a mixtape is), I recommend watching the movie, but you don't have to worry too much about mixtapes any more.

Since Empire Records was released in 1995, the way we purchase and consume music has fundamentally changed. The physical music store was displaced by iTunes, and then the music industry evolved even further into a streaming economy. It took 24 years, but music evolved and it now operates in a fundamentally different way. Digitization of music was initially viewed as an existential threat to the industry, but in the end, music was digitized globally and the music industry very much survived.

The music industry has evolved and adapted to the digital age. The same happened across countless other industries, including financial services. Today we can invest in publicly traded stocks through a mobile app for free. However, a critical segment of capital markets has not evolved yet. The private securities space.

Transactions in private securities are still done on paper (no, DocuSign does not count as securities digitization.) Administrative costs are kept high due to the amount of paper that is processed and pushed through this system. As long as the foundation of private securities is paper, there is no amount of administrative technology out there to create an efficient market.

Public markets took the plunge into digital long before music did, and digitization of public markets enabled exponential growth globally. Trading volume, access to capital, and liquidity have all increased, and a large part of that can be attributed to the efficient and transparent nature of most public exchanges.

Efficient markets rely on price transparency and information equality. Currently, the private securities markets do not offer either of these characteristics. This is nothing new to people in the alternatives space, but how to reach these lofty goals, to create liquidity and reduce costs, is what I am excited about.

The reduction of cost does not relate only to commissions. There are administrative costs associated with private securities. Information distribution is slow and unilateral, forcing investors to depend on antiquated systems in order to track their investments. Nearly all of these costs are absorbed by the investor, and most efforts to date have not helped address the core issue, analog private security transactions.

Digitization of private securities is fundamentally different than tokenization. Tokenized securities are considered bearer securities. A digitized security, on the other hand, maintains its original status as a registered security, as long as its digitization is implemented in a manner that fits current regulatory requirements. Until recently, that had not been possible in a scalable way. Blockchain changed all of that.

Initial attempts at utilizing blockchain for private markets applied tokenization. Essentially, this configuration took securities that had clearly defined ownership records, anonymized them and put them on a public blockchain such as Ethereum. While there are some benefits to this approach, it also opened doors to significant fraud and securities regulation violations. Tokenization may provide liquidity, but the long-term risk far outweighs the value of liquidity for any prudent investor.

Blockchain does provide a framework that supports compliant digitization of private investments, it's simply not tokenization. The solution lies in using private permissioned blockchains that allow an appropriate degree of technical security while also ensuring transparency and accountability.

Blockchain enables us to maintain a statement of record that is both compliant, and scalable. Across the financial services industry, and across most other industries, blockchain is being deployed to help solve problems that were previously unmanageable. The blockchain is even helping farmers track their crops through IBM's blockchain. iownit has integrated blockchain at the core of our technology, proving that compliant digitization of private securities is possible and scalable.

The United States has a free market economy, so in the end, winners are determined by the market. It is our belief that the digitization of private securities is the responsible way to help this industry evolve. If you're still skeptical, just look at how the public securities markets have evolved since the '70s when electronic stock trading was enabled and the first digital public security trade was placed. Now try and imagine how private security markets will look in four years.

------

Yosef Levenstein is the head of marketing at iownit, a Houston-based financial technology firm that is democratizing how investors and private companies transact.

Ad Placement 300x100
Ad Placement 300x600

CultureMap Emails are Awesome

Texas robotics company expands in Houston with service-focused automation technology

order's up

Snazzy sombrero-wearing robots are gliding over to your table, carrying chips, salsa, and drinks, electronic eyes wide open on its interactive screen, ready to serve. The bot, provided by the new Houston franchise branch of RobotLAB Inc., debuted at Johnny Tamales Tex-Mex Cantina in Missouri City last week.

The restaurant's owner, Anil Patel, arranged for a one-month trial rental of the machine. But so far, he tells InnovationMap that he’s pleased with his “no-brainer” decision to add a small food delivery robot, which he says has huge marketing potential.

“I’m a sucker for technology. You look at it, and I think this is the future,” says Patel, who used to work in the health care industry.

That vision is shared by Elad Inbar, founder and CEO of Dallas-based RobotLAB, who in July expanded his company’s Texas franchise operations with the opening of a Houston branch.

“For many years, robots were toys — for geeks. You had to build them yourself, program them yourself,” Inbar says.

Elad Inbar is the founder and CEO of Dallas-based RobotLAB. Photo courtesy of RobotLAB

But the electronics revolution that brought handheld phones to the mainstream inspired Inbar to turn that concept to robotics when he formed RobotLAB in 2007.

“To me, this was completely a wake up call — seeing the market shift, and you know, bringing the opportunity to the mass market,” he says.

The company started by providing small robots to schools, and the company now works with two-thirds of the school districts in the country, Inbar says, touting that it is the "largest, most experienced" robotics company.

Keith Edwards, who owns RobotLAB’s Houston franchise with his brother Daniel, said his office aims to provide 50 robots in its first year of operation. While the use of robots has become more common globally, especially in Asian hotels and restaurants, for American business owners, robots are definitely not a standard decision, Edwards says.

The challenge lies in educating them about how robotics provides a solution for staffing shortages, Edwards says. With the touch of a button, the robot used in Patel’s restaurant can be programmed to sing happy birthday and deliver a dessert, or return dirty dishes back to the kitchen sink.

Through its franchisees, RobotLAB has already set up robots inside numerous restaurants, including eight food delivery models at four Houston locations of revolving sushi bar Kura Sushi.

Wings Over Frisco in the Dallas metro area and entertainment complex AREA 254 in Killeen also use RobotLAB food delivery robots. In August, the Tulsa International Airport introduced, on a trial basis, “Cloi,” another bot from RobotLAB, that guides visitors and has a selfie feature.

RobotLAB provides some 50 types of robots, Inbar says, ranging in function from cleaning, warehouse stacking, to food delivery, with plans and potential for more.

The company also has a presence in the senior living space, with a humanoid life-sized interactive robot named Pepper, that works with residents who suffer from dementia. While no Houston senior communities have yet come on board, Inbar says the company works with assisted living communities in Dallas, Wisconsin, New Jersey and Virginia.

One of RobotLAB's devices specializes in senior care facilities. Photo courtesy of RobotLAB

RobotLAB does not manufacture the robots, but provides the models, which can be purchased or leased. The company partners with manufacturers all over the world to provide the robots.

The cost to purchase a robot outright ranges widely, anywhere from $3,400 for an autonomous vacuum cleaner to $32,000 for a life-sized model, according to the website.

It provides one-on-one service for all aspects of implementation and any repair.

The proof of concept and related costs for the trial run for the Johnny Tamales robot was $2,990, Edwards says, which would apply toward a possible purchase of the $9,500 robot.

The daily labor cost, according to Inbar, for a food delivery robot amounts to about $15 to $17 a day, and for cleaning robots, about $27 a day.

The delivery robots run on a battery charge which lasts which lasts from nine to 13 hours, depending on the model. A cleaning robot does not last as long, but can clean 20,000 square feet on a single charge, Inbar says, and discharge dirty water, charge itself and return to work.

In the coming weeks, Inbar says he plans a demonstration with area firefighters at a training facility in Dallas, to show them bots that can clear debris, fight fires and help perform rescues.

The fastest-growing sector of his business now is the cleaning robot, as the service industry, in particular, struggles with labor challenges, Inbar says. The Houston office just sold its first cleaning robot, Edwards said.

“There is more demand for cleaning automation, simply because people don’t want to do the job anymore,” says Inbar. “We are hearing from everyone, in every market sector, from hotels, to assisted living facilities, to warehouses, you name it, supermarkets — even movie theaters. They can’t find people to clean. Putting that on autopilot, in a way, is the solution."

Edwards and Inbar say RobotLAB’s customized local service and connection provides the missing integration link for many business owners, who are intrigued by robots but may be way of what is involved with the equipment.

“We are basically the car dealership model of robotics,” Inbar says.

Christina Garavaglia, executive director of the Southeast Texas region of the Texas Restaurant Association, says the industry usually adapts cutting-edge technology early on, and robots are no exception.

“One of the primary reasons for this is that technology, hopefully, if it does what it’s intended, provides a lot of efficiency, and can help with some of the very tight margins that all of our restaurants work with,” she says.

Local restaurateurs have generally had positive reactions to robots, she says.

RobotLAB has food delivery robots rolling out in Houston. Photo courtesy of RobotLAB

Eric’s Restaurant at the Hilton University of Houston Hotel was the first Texas restaurant to introduce a robot two years ago, as part of its student training, Garavaglia says, adding that she expects more restaurateurs to come on board.

The industry has “barely scanned the surface” in leveraging the potential for robots to maximize efficiency and create a unique customer experience, she said.

Jim Lewis, president of AREA 254, a 45,000-square-foot entertainment complex in Killeen, purchased three robots from RobotLAB and began using them in January.

The robot keeps the food warm, in its enclosed shelves, and frees up the servers. One robot can carry up to four pizzas, and go from table to table in one trip, directed by a software system activated by the QR code order at the table. And, just as important for Lewis, the robots provide the “fun, cool factor.”

“People love it, and robots put smiles on people’s faces,” Lewis says. “My guess is that it will pick up a lot of steam, especially in the family entertainment space, where buildings are so big. The robot provides a very practical solution to moving food long distances.”

Inbar says his company does not want to replace human labor with his robots, rather enhance it and free up time for humans while filling a labor gap prompted by a shift that began in the wake of the COVID pandemic.

“This is where the challenge is. They need people to move boxes in warehouses, cook, and clean floors, so automation is the solution,” Inbar says.

Garavaglia says restaurant servers may even see their tips increase, as they can engage longer with customers as the robot handles other chores. The gap between the tip and the amount of work done to earn it would close, she explains.

Most high-end restaurants pride themselves on the customer experience, she said, and “that can only be provided by a human person.”

“Feeling a trust, sense of connection, that is really a human trait, a human characteristic. So long as that is the case, human servers and human employees will always be necessary,” she says.

Texas outshines California, takes top spot on new solar energy ranking

report

For the first time, Texas has passed California in the second quarter of 2024 to become the top solar state in the country.

The American Clean Power Association's quarterly market report found that, by adding 3,293 megawatts of new solar year-to-date, Texas has the most utility-scale solar capacity installed, comprising 20 percent of the overall U.S. solar fleet. The American Clean Power Association, which represents over 800 energy storage, wind, utility-scale solar, transmission, and clean hydrogen companies, found that Texas is home to 21,932 megawatts of capacity.

By utilizing clean energy initiatives, Texas included 1.6 gigawatts of new solar, 574 megawatts of storage, and 366 megawatts of onshore wind. With more than 28,000 megawatts, Texas had the highest volume of clean power development capacity in the second quarter. About 163,000 megawatts of capacity overall are in the works throughout the United States. Texas ranks No. 1 for total operating wind capacity and total operating solar capacity, and comes in second for operating storage capacity.

Texas again led in production levels with clean power construction projects nationally, which boasts more than 19,000 megawatts worth of clean power energy currently under construction. With almost 28.3 gigawatts in advanced development or under construction, Texas continues to come in at No.1, as California is next with over 16.4 gigawatts in the state’s project pipeline.

California added more than 1,900 megawatts of new clean power capacity in the second quarter, with its clean energy development behavior leaning more towards adding storage, which amounts to 60 percent of California’s year-to-date clean power installations.

According to the report from SmartAsset, the Lone Star State has the most clean energy capacity at 56,405 megawatts due to its sheer size for solar capacity, but continues to trail states with similar geographic characteristics in overall clean energy prevalence.

Another report published by the U.S. Energy Information Administration, says Texas will make up 35 percent of new utility-scale solar capacity in the U.S. this year, followed by California (10 percent) and Florida (6 percent).

While Texas’ solar efforts have shown positive trends, the state ranked No. 38 in a report by WalletHub that determined it was the thirteenth least green state.

------

This article originally ran on EnergyCapital.

Houston innovators to know this week

who's who

Editor's note: Every week, I introduce you to a handful of Houston innovators to know recently making headlines with news of innovative technology, investment activity, and more. This week's batch includes an academic researcher, an energy tech leader, and a recently passed Houston innovation champion.

Ken Nguyen, principal technical program manager at bp

Ken Nguyen, principal technical program manager at bp, joins the Houston Innovators Podcast to discuss the company's new partnership with NASA. Photo courtesy of bp

The recently announced partnership between bp and NASA is a match made in Houston. The energy giant, which as its United States headquarters in Houston, entered into a Space Act Agreement with NASA to combine resources and efforts with innovation in mind.

"Houston has always been known as the Space City, and we're also known as the Energy Capital of the World, but there hasn't always been collaboration," Ken Nguyen, principal technical program manager at bp, says on the Houston Innovators Podcast. "The challenges that NASA is facing is very similar to the challenges that the oil industry faces — we operate in very harsh environments, safety is the most critical aspect of our operation, and now the economic business model for NASA has changed."

Nguyen explains that while both bp and NASA are navigating similar challenges and changes within their industry, they are going about it in different ways. That's where the opportunity to collaborate comes in. Read more.

Paul Frison, founder of the Houston Technology Center

Paul Frison, the founder of the Houston Technology Center, has died. Photo via dignitymemorial.com

The Houston innovation ecosystem is mourning the loss of one of its early leaders, Paul Frison, who died on September 5. He was 87.

A long-time Houston businessman, Frison founded the Houston Technology Center in 1999 and served as its CEO and president. The organization evolved into Houston Exponential several years ago. Frison remained active within Houston innovation until 2020.

“Paul Frison was a visionary and energetic leader who always presented a positive outlook on what the Houston technology entrepreneurship community could become," Brad Burke, associate vice president for industry and new ventures at Rice University's Office of Innovation, remembers. "He was one of the pioneers in the community who established the Houston Technology Center as one of the early leaders of the Houston ecosystem. I admired how he helped launch the ecosystem and created the platform for many others to build upon.” Read more.

Alamgir Karim, professor at the University of Houston

Alamgir Karim was instrumental in the new discovery. Photo Courtesy of University of Houston Office of Media Relations

A flask of Houston’s rain helped answer a long-running question about the origin of cellular life.

The solution is proposed by two University of Houston scientists, William A. Brookshire Department of Chemical Engineering (UH ChBE) former grad student Aman Agrawal (now a postdoctoral researcher at University of Chicago’s Pritzker School of Molecular Engineering) and Alamgir Karim, UH Dow Chair and Welch Foundation Professor of chemical and biomolecular engineering, and director of both the International Polymer & Soft Matter Center and the Materials Engineering Program at UH. They were joined by UChicago PME Dean Emeritus Matthew Tirrell and Nobel Prize-winning biologist Jack Szostak in an article published last week in Scientific Advances. Read more.