The annual Marin Sonoma Impact Ventures conference showcased how passion, purpose and support helped entrepreneurs achieve business success.
When Thistle President Shiri Avnery recalled being asked by an investor why she thought her San Anselmo plant-based meal service would succeed, she gave a colorful response.
“I said, ‘because we’re cockroaches,’” Avnery told the crowd attending Tuesday’s North Bay Next conference by Marin Sonoma Impact Ventures at Dominican University in San Rafael.
The anecdote was one of many at the annual conference aimed at placing startup founders and business executives in front of venture capitalists and funding incubators.
Thistle
Avnery kicked off the afternoon session titled “My Founder Journey.” She used a personal story of a plumbing nightmare to illustrate how launching a business can be much like a household emergency. She said for the undercapitalized, it helps to have a trusty bucket and determination, and that in the early stages, investor funding is a lifeline.
Those in the audience nodded in agreement that going from a small startup with a shoestring budget to a major business is difficult.
Many of the 340 in attendance also agreed it takes resilience to succeed in business. The long slate of speakers with success stories also demonstrated it takes belief, passion, purpose, timing, innovation, support and hiring qualified individuals.
In that regard, Sageful AI CEO Michael Papay explained in his fireside chat, “Startup Realities vs Myths,” over $300 billion is spent on new employee training, with only 20% yielding positive results.
According to Allbirds’ former CEO, Joey Zwillinger, when it comes to hiring, it also helps to enforce a “no a — holes” rule.
Allbirds
Zwillinger, who shared the stage with Bank of America investment banker Sam Kumar, discussed his founding journey, “From Launch to IPO (Initial Public Offering).”
Given his long-standing belief that “climate change is an existential threat,” Zwillinger said that early on, he felt he could either be a policy wonk or do something in the private sector.
He chose the latter, turning comfy, sustainable shoes made of merino wool into an business empire that launched with a Kickstarter campaign.
Most often, many of these founders expressed how personal problems led to professional conquests.
Voyager Milk
That’s what happened with Petaluma-based Voyager Milk co-founder and Chief Operating Officer Alexandra Bertholet.
The company was one of five featured in the second round of the North Bay Startup Showcase.
Her organic milk powder for toddlers was inspired by a trip she and her husband, Alain Bertholet, took with their son.
The family was on a long plane ride when their toddler insisted on being given milk to drink, although there wasn’t any on board.
“It was a very, very long trip. I had to apologize to everyone on the flight,” she joked.
Their experience led to a powered product in single serve stick packs that can now be found on Walmart shelves and elsewhere.
The company expects to launch a chocolate milk version by fall.
Yardzen
Allison Messner, co-founder and CEO of landscape design company Yardzen, mentioned three crucial words during her fireside chat “From Launch to Acquisition” about when to launch and when to sell.
“Trust your gut,” she told moderator Zachary Kushel, whose Corte Madera venture capital firm hosts the conference. “We were a screaming infant of a company when the world shut down. But COVID ended up being an accelerator to the company. I say that with sensitivity because a lot of businesses struggled.”
During the pandemic, many in the labor market worked from home, prompting many to revitalize their outdoor living space.
The Marin County company became so successful, Oldcastle APG of Atlanta purchased the Mill Valley designer last November, keeping Messner as CEO.
MILLS
Much like the world of real estate, MILLS founder and CEO Lindsay Meyer said she counted on location and good research to make a difference in her new home renovation company.
The company’s base of operations in Tiburon has fueled its upward trajectory, with median home prices in the Marin County city of $3.5 million, according to Realtor.com.
“I wanted the opportunity to introduce my company. I just started 10 days ago,” she told the Business Journal after her showcase session.
Watch Duty
Keynote speaker John Mills used a personal story to explain how his public safety app, Watch Duty, came about.
The Healdsburg resident recounted watching in horror as the Walbridge Fire of 2020 bore down on his neighborhood.
“I was stupid. I watered my house down instead of running,” he said, recalling how he was taken aback by how fast the fire moved.
“There was no alert,” he said.
The fire alert app has now grown to 2.5 million new users (over 16 million active overall across 22 states), as the Northern California startup helped Southern Californians deal with the Los Angeles wildfires this year.
High Camp Flasks
San Rafael-based High Camp Flasks co-founder Nic Barisone was back at the conference, this year as an attendee.
Last year, he presented at the founder’s forum. He’s now learning how close-knit the Marin County business startup community really is.
“This is where you go to get battle tested,” he said. “One of the coolest things is hearing all the stories. Building a business is hard, and you need support to make it.”
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