Simple Marketing Techniques that made Fortunes.

Note: This text isn't about 4 C's or 4 P's of Marketing.

Did you know there are 585 million entrepreneurs in the world and the number one reason Why small business owners struggle for their business survival?

Let me tell you: "Basic Marketing Techniques are crucial for any startup or business and can make a great difference."

It's not strange to see big companies dropping loads of money into their marketing budgets without even creating a greater impact for consumers. So, a huge amount of entrepreneurs and business owners think of marketing as something that only fortune companies can do properly.

Nothing to argue that you need a quality product, you need to add value to your target consumers but there's the integral part that goes along with it.What if your perfect buyer doesn't even know about your product? What if they don't know the vision behind your product?

We can have questions like this but It's much better to say:

"Product is King, and Distribution is Queen."

There is a considerable reason for writing this post. For the last couple of weeks, I've been researching a lot about "Best Marketing campaigns of all time". Found out that the campaigns which made a great impact don't depend solely on their company size or marketing budget but the simple concepts they used for consumer psychology.You will be reading some simple Marketing techniques that are used by One of the most Iconic Brand Campaigns of all time.

1. Start Inside

Cultural change is the first step that can quickly stand you out from the rest of your competitors: Why? because saying something about yourself is far easier than doing something about it. We see it everywhere, Even some big corporations neglect it and they care about perfect slogans and products but they need to change themselves inwardly first. It's the employees that will turn the brand promise into breakthrough customer experiences. It will be much better if we use an example as given in "What great Brands do",Let's have a scenario about two pharmaceutical companies trying to be Patient-Centric. Both of them have different approaches towards it which lead to some results obviously.

Leaders at pharmaceutical Company A:

  • Invest in fresh new advertising to build awareness in their "patient certainty"
  • Assign a director of "patient certainty"
  • Fund various programs for patients

A year or two later the senior executive will be saying that We can't afford to be patient-centric anymore.

Leaders at pharmaceutical Company B:

  • Use their vision and mission as a compass for all their actions/decision* s
  • Embed patient certainty in their culture
  • Talk about health outcome goals for patients instead of sales goals

A year or two later senior executives will be saying that We have never seen such an engagement in our people and our health partners. We are serving more people than ever before and our dramatic profit increase is enabling us to serve even more patients!

Sadly only an elite few are focused on Company B strategy. These elite use their vision as a driver for everything.

Nike is a great example of this that they made their slogan its core of culture and brand. Their marketing campaigns from time to time tell that greatly.Steven R. Covey talking about IBM wrote in his book:

"I see the leadership of the organization come into a group and say that IBM stands for three things: the dignity of the individual, excellence, and service. These things represent the belief system of IBM. Everything else will change, but these three things will not change."

2. Simplicity

It's hard to make ideas stand out in a noisy and chaotic environment. If we have to succeed we have to Be Simple. You don't have to talk in monosyllables to be simple. Being Simple means: Finding the core of the idea.

When something is simple and concrete, there is little stuff to be taken care of. However, that's not the case with complex ideas.Just think about Nike's Slogan for a moment: Just do it! How simple that is! The TV commercial aired in 1988 isn't of high production budget but great execution of simplicity. Even the slogan is so simple that it keeps itself free from cultural and ethnic differences and is accepted hugely by its audiences.

There is a quotation that superbly defines it:

"Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."Antoine de Saint-Exupéry

De Beers "A Diamond is forever" and Nike's "Just do it" used this concept immensely, and became part of the culture.

3. Unexpectedness

The most basic way to get someone's attention is this: Break a pattern.Jokes are great examples of it. When we get something completely out of expectation: We laugh. Chip and Dan describe in "Made to Stick" as:

"We have to understand two essential emotions, surprise, and interest, that are commonly provoked by naturally sticky ideas. To be surprising, an event can't be predictable. Surprise is the opposite of predictability. But, to be satisfying, surprise must be "postdictable." The twist makes sense after you think about it, but it's not something you would have seen coming."

If you want your ideas to be stickier, you have got to break someones guessing machine and then fix it.When you break a pattern, people have questions about the whole idea, So for its implication, we have to shift our thinking from “What information do I need to convey?” to “What questions do I want my audience to ask?”

“Think Small” ad campaign by Volkswagen superbly depicts it that it caught people’s attention just when they saw the print ad but at the end of reading the ad, people were hooked to the small car.

4. Social Currency

People like to share things a lot. This is one of the reasons that Social Media Websites are so active. We share our likes, opinions and letting people know about ourselves. However, It isn't the only reason we share though.

One of the prime reasons why we share: It helps us look good in the eyes of others. People upload their snaps going to a new restaurant or a cool place to show adventurous parts of our lives, we share the trendy news or highly valuable content because we are intelligent and more. We share things to project a cooler part of our lives.

This behavior can be labeled as social currency (as called in "Contagious") – we build our social wealth up by sharing and influencing others in a positive way. Jonah Berger puts in "Contagious",

"just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues."

Jonah says marketers need to use social currency to achieve great word-of-mouth for a product. A company needs to “give people a way to make themselves look good while promoting their products and ideas along the way.”

5. Emotions

Our emotions significantly affect our buying decisions. So you need to focus on feelings. You need to ask what feelings you need to generate so they will take action about what you want. You need to ask: Does talking about your product or idea generate emotions?

Jonah Berger says in "Contagious",

"rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action"

But how can you drill down the selection of emotions you want to create, well "Made to Stick" by Chip and Dan Heath, have great advice.

It talks about using 'three ways' to find the emotional core of an idea. Write down why you think people are doing something. Then ask "Why is this important?" three times. Each time you do this, note your answer, and you'll notice that you drill down further and further toward uncovering not only the core of an idea but the emotion behind it."

So when you are deciding how to market things, select high arousal emotions because "simply adding more arousal to a story or ad can have a big impact on people's willingness to buy and share it."

"A Diamond is forever", "Just do it", "Marlboro Man", "We are no. 2, we try harder", Each of them creates certain powerful emotions in the target audience that they even proudly share their choice with each other too. That, Why their choice matters, and what's the vision behind it.

—-

Advice and concepts stated in this text are highly inspired by "Contagious", "What great brands do", "Made to stick", and my thoughts.This text is about basic marketing techniques and these are prominently used in the most iconic campaigns of all time. These Marketing Techniques are gems for any business and worth giving the time.

For these simple techniques, getting a sufficient grasp of some great campaigns is necessary! and If you want to go further for "most iconic campaigns of all time",

This video is a good start.

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Startups – Rapid Growth and Innovation is in Our Very Nature!

Liteboxer, the Peloton for boxing, enters the ring

In the vein of increasingly popular at-home connected fitness machines like Peloton, Mirror, and Hydrow, boxing fans now have an option when it comes to getting a good workout in at home.

Cofounded by Jeff Morin (CEO) and Todd Dagres (Chairman), Liteboxer is launching today with a platform that was built from the ground up to give users the chance to get an exciting boxing workout at home.

Dagres, cofounder and General Partner at Spark Capital, came up with the idea for Liteboxer after falling in love with boxing with a trainer in a gym. It was incredibly difficult to replicate that workout at home with a heavy bag, said Dagres.

“I only was able to work out with a trainer once a week, and once a week is not good enough as we all know,” said Dagres. “So I tried to replicate the workout at home and I bought a heavy bag. It was just a dismal experience for me. It was so boring. If I could get myself to do it, it was a good cardio workout. It just was tedious and unpleasant. The bag is just sitting there, and it’s not doing anything to you so you kind of feel guilty punching it.”

Heavy bags also require a suspension system, and can often be messy with weight provided by sand or water. Liteboxer is a free-standing replacement for the heavy bag, which is equipped with a lighting system that guides the user through a workout of their choice.

The lights aren’t random. Liteboxer works with expert boxing trainers to provide a guided workout, which is led both by the lights and by voice/music via an app that can run on iOS or Android. The unit is also equipped with force sensors to give users metrics around force, timing, and accuracy on their workout, allowing them to see their progress over time.

Like Peloton or other connected fitness devices, Liteboxer comes at an up-front cost for the hardware and a recurring cost for access to the content. The free-standing unit, which is available for pre-order now, costs $ 1,495, while the all-you-can-eat subscription costs $ 29/month.

There are several different modes on the content side, including a Training Camp that gets users familiar with the system and how it works. On the other end of the spectrum, there are expert-guided boxing sessions. But, perhaps most interestingly, there is a level in between the two called Quick Play. Quick Play uses a patented Rhythm Technology to match the system up to the beat of a song. This gives the user the flexibility to say they’d like to go for one or three or five rounds, and simply box along with the beat of the music, allowing for a bit of customization when it comes to the general length of a workout.

Plus, Liteboxer offers the ability to challenge friends to the same workout as you, allowing you to see the results side by side.

The most important goal for Dagres and Morin is to create a habit among users.

“Not only do you get stronger, but this is also a mental exercise and a huge stress reliever,” said Dagres. “It helps with your mental acuity, and it’s more than just a cardio machine type of thing. So we want people to be habitual about it.”

He added that the goal is to get users on the platform three times a week, saying that you can get massive results in a few months on that schedule. The key to delivering those results, however, is habitual engagement. Dagres explained that the music-based rounds, the leveling up with trainers, and the social challenges are elements that encourage that habit.

Liteboxer has raised a total of $ 6 million in funding, with $ 2 million coming from a friends and family round, and $ 4 million coming from a seed round led by Will Ventures (the fund led by former NFL player Isaiah Kacyvenski). Other investors include Raptor Capital and Camros Capital.

Startups – TechCrunch

Are you disrupting or just improving?

I sometimes wonder if there's any self-denial in considering between doing unique, innovative work that disrupts of I'm just simply improving something.

How many of you feel what you're developing is disrupting an industry or just an improvement?
What do you define as "disrupting"?

Can "improvements" bring about big businesses?

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Startups – Rapid Growth and Innovation is in Our Very Nature!

Sentry launches new performance monitoring software for Python and Javascript

Sentry, the Accel-backed company that creates bug-monitoring software for app developers, announced its latest product today. Called Performance Monitoring, it is frontend performance monitoring software for Python and Javascript.

The company, whose investors also include New Enterprise Associates, said the feature can reduce the amount of time spent fixing errors to a few minutes by tracing underperforming API calls and other errors back to their source.

Fixing errors quickly is important because slow-performing apps can cost revenue (for example, if an online shopping cart is taking too long to load, a frustrated customer might give up and switch to a competing app or website). Sentry also said that work related to tracking issues and fixing bugs costs companies around $ 4.6 million a year.

Sentry has raised $ 66.5 million in funding so far and says it is now used by 60,000 organizations.

Chief executive officer Milin Desai told TechCrunch that over the past four months, Sentry’s customers in all verticals have been relying on its tools more as the COVID-19 pandemic increased usage of work, education and e-commerce apps.

The new Performance Monitoring tool means developers can “trace slow load times to poor-performing API calls and slow database queries in real time instead of trying to decipher spikes on a wallboard,” Desai said. “So while companies are being forced to undertake massive operational changes, they are finding that Sentry is keeping their developers available to support the new demand and is mission-critical in shipping performant software.”

Startups – TechCrunch

Should I save every invoice?

I’ve set up a business checking account and made several business-related purchases already. Is it overkill to collect every single invoice in PDF format and save it in the cloud? Or is this recommended? I can’t currently hire an accountant, so I need to be the one managing finances. From a legal perspective, how do businesses deal with this?

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Startups – Rapid Growth and Innovation is in Our Very Nature!

Social Construct’s computer-optimized buildings could shake construction industry’s foundations

Construction is one of the largest industries still resisting the call of the 21st century, its practitioners opting for decades-old but tried and true methods. Ben Huh, of Cheezburger fame, aims to modernize the planning and assembly of buildings with software-generated floor plans and rooms that fit together like Lego bricks.

Huh’s new company, Social Construct, handles everything from design to execution, leaving only the actual in-person work to construction contractors. By optimizing layouts, laying cables and pipes below floors instead of in walls, and standardizing both pieces and assembly, this new tech-informed method could reduce the time and cost of constructing a building by 20 to 30%.

The company emerged in 2017 out of a project at Y Combinator, where Huh worked after leaving web culture trailblazer Cheezburger. While researching the economics of construction, he was surprised at both the scale and dated nature of the industry.

Compared with the cost of manufacturing electronics or launching other large, multi-million-dollar endeavors, which have dropped precipitously, the costs and time frames of construction have either remained fixed or increased for decades.

“There have been productivity increases everywhere, but not in construction. It peaks in the ’70s, then drops,” he explained, illustrating the problem as follows: “Imagine you have a 55-inch hole in your wall — it’s cheaper today to buy a TV to cover the hole than to get it fixed.”

It’s unarguably true, but why should that be? The simple fact is that most construction-related work hasn’t gotten any easier or more precise, and the jobs aren’t so desirable as they once were. So labor costs go up along with the costs of ever-more sophisticated buildings. But this just raises another question: Why hasn’t the work gotten any easier or more precise?

It turns out that construction, although a huge industry, is a very fragmented one — and, understandably, rather risk-averse. Even if someone wanted to question the doctrines and practices by which buildings are made, they don’t command the capital to do so.

“People do stuff because it’s what they were taught to do. No one has the millions in venture dollars to say, ‘What if we did it different?’ All these benefits show up, but then you have to reinvent part of the wheel, and companies have no reason to. There’s just no reason a contractor would ever think about doing that,” Huh explained.

The industry has effectively insulated itself against a great deal of innovation with an “if it ain’t broke, don’t spend millions of dollars fixing it” attitude. It would take a venture-backed newcomer to upend the conventions that have held construction costs and methods in stasis for decades. So at least is Huh’s hypothesis, and he believes that Social Construct is that newcomer.

Computational construction

Huh recalls his team questioning the status quo: “We wondered, could we build a whole building out of precisely made parts, the way you’d build a plane?”

Turns out people have made attempts a few times, even before CAD made the idea so attractive. “They tried this in the ’70s,” Huh said. “What they found out was they could never get the parts to fit. The designs assumed an idealized space — exactly 10 feet or whatever, but it’s never quite 10 feet, the parts just aren’t that precise. Half an inch of error over 10 feet is actually pretty good. So everyone works around each other, which means the parts have to be cut to fit. Flexibility is more important than precision.”

Where Social Construct’s process diverges from the industry norm is at the point where the general shape and purpose of the building and its floors have been decided. For instance, it may be a largely triangular building with flat corners, the elevator in the center, and with three one-bedroom and one two-bedroom apartments on each floor.

That sort of design can be roughed out by an architect in a few hours, but the specifics of where exactly everything goes, from water fixtures to electrical lines, can take much longer. So that’s where the computer takes over.

Image Credits: Social Construct

You could call it an AI, but Huh has deliberately shunned the term to avoid any suspicion of trying to take a ride on that particular hype train. Working from that level of detail, the Social Construct system plans out every aspect of the construction, optimizing the layout for a variety of parameters.

There are three key aspects:

First, construction uses pre-fabricated “assemblies,” of which there are about a hundred types total: walls with kitchen cabinets, walls with holes for shower fixtures, lighting and so on. These pieces can be carried by a single person or at most two, and snap into place onto the framing. This minimizes the chance that there will be any unusual dimensions or requirements that mean this wall has to be extra thick, or you need an extra length of piping to supply the bathroom sink. It also makes assembly and repair work simple. Where there are normal walls or non-standard widths, ordinary drywall is used.

Second, all the pipes, cables and assorted in-wall infrastructure has been moved under the floor, the routes pre-determined by the computer. It all goes in a tiny space below the floorboards — which provides better sound and heat insulation as a side benefit. This further simplifies construction, as there is no need to adapt or improvise the angles, lengths and other aspects of water or electrical work. The light switches don’t even need to be connected, as they’re wireless and kinetically powered.

Image Credits: Social Construct

Third, the layout is calculated to minimize the possibility of variance in measurements or construction. Cuts can never be perfect and microscopic errors add up, so a 20-foot hallway in the design document might actually need to be 20 feet and a quarter inch. The computer knows this and plans around it, avoiding situations that tend to create that type of variance wherever possible and allowing for last-minute adjustments when it’s inevitable.

So the sequence of events is that the basic “shell” of the building, including all the usual stacks and structural pieces, gets built as normal — that part doesn’t change at all. Once it’s done, the team measures the actual dimensions inside, very, very carefully, which lets the computer design for exactly that space. Then the walls are raised per the generated plan, the cables are laid according to the same, the assemblies are carted in and click into place, and finally the hardwood floors are installed, with the pieces cut to fit what little differences from the plan have emerged.

Image Credits: Social Construct

“We compared this to a conventionally built building, and we’re seeing that we can save 20% on construction costs,” Huh said — and considering construction is about two-thirds of a building’s entire budget, that may be saving tens of millions right off the bat. The Social Construct building was also finished two months faster.

Faster work may sound like less hours for subcontractors and the like, but Huh said they’re emphasizing that lower costs and quicker work mean more productivity, so take-home pay is comparable, but jobs will be easier and more numerous.

It’s important to note that Social Construct isn’t actually getting into the contracting side of things. The plan is to partner with, train and certify contractors so they can scale more like a platform than a boots-on-the-ground company — “Which makes us venture-backable,” Huh noted.

Right now the first building built with these methods has been sold and the company is looking for its next site, local partner and land owner — and so they decided to exit stealth mode.

Social Construct already has about $ 17 million in funding, from Floodgate, S28 Capital, Felicis, Founders Fund and (“of course,” Huh said) Y Combinator. They’ll be looking for more soon as they begin the process of truly scaling up, but it seems wise to have remained quiet until there was a whole building they could point to and say, “look, it works!”

So if your dream was to live in a computer-designed building and apartment, you’re slightly late — but it sounds like this will be the first of many.

Startups – TechCrunch

Contracting vs Co Founders

I have a physical prototype of a product I want to mass produce. What are people’s experiences with contracting engineering firms to help nail down the manufacturing specifications. Should I bootstrap it and go through a firm or try and find co founders that can fill this gap in the short term. I don’t have much of a network in this space so it seems I’m SOL.

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Startups – Rapid Growth and Innovation is in Our Very Nature!

VidMob rethinks video production in the pandemic era

VidMob, which started out as a marketplace connecting marketers and video editors, now bills itself as a “creative technology platform.” There’s still a marketplace, but it’s part of a broader suite of tools for managing video production and turning those videos into online ads.

And the company has continued to evolve during the COVID-19 pandemic. Founder and CEO Alex Collmer told me that how customers use the platform has changed substantially in recent months. For example, he said that one of the platform’s “best skills” involved taking existing footage — including footage shot for TV commercials — and other creative assets and turning them into social media ads. But of course, “Over the last few months, all physical shoots were canceled.”

So Collmer said that rather than simply treating VidMob as a social media advertising tool, brands are increasingly turning to the startup for a way to manage remote video production. The result is that the company saw 100% year-over-year “logo growth” (a.k.a. new customers) in the first quarter, and then grew another 50% in Q2.

“What we have seen here is the acceleration of the digital transformation of the enterprise,” he said. “Pretty much every client we have, every marketer we talk to is looking very seriously at how to move all their creative operations onto some sort of unifying software platform, so that they feel safe in the event that they continue to have to work in a remote environment, and to be more efficient with existing media.”

One of those clients is Citi, whose vice president of corporate communications Megan Corbett told me her team has been working with VidMob since last year. She said that as as a result of the pandemic, like many marketers, “We were required to really be flexible and adjust and scale programs quickly.”

For example, in response to the #InItTogether hashtag, Citi used VidMob to create a series of inspirational videos showcasing the work of its employees — such as Mihir in the video above, who was 3D printing protective equipment for his communities.

“As we thought about how we told the stories, we realized that your colleagues are some of the most important heroes that you have,” Corbett said.

According to Citi, the videos have been viewed nearly 250,000 times since the campaign launched in early May, with 80% of that viewing on LinkedIn.

And although dealing with the initial pandemic and shutdown was difficult enough, the news keeps coming, with protests for racial justice, a COVID-19 resurgence, resulting closures and more.

“We’re going to be in a period of uncertainty for a while, but to be honest, I see that as an opportunity,” Corbett said. “Brands who understand what their consumers want, brands who are tuned into the cultural zeitgeist, brands [who] pivot quickly to create content that is relevant and engaging and drive business KPIs … that will be what wins in the future.”

Similarly, Collmer said that in a period of uncertainty, brands need to respond more quickly, rather than simply falling silent: “Shutting up and going away is not a great way to position yourself.”

Startups – TechCrunch

Need Help : on making online quiz portal ;)

Hi guyss

Hope all of you doing well…i need to make an online teaching portal /quiz portal ….where can i add quiz with multiple option …after the person chose the wrong or right answer it will take the person to right answer with explanation of answer …. How to do it ….does any free software or google can help me on this 🙂 anyone worked on this thing …

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Startups – Rapid Growth and Innovation is in Our Very Nature!

Daily Crunch: Behold, The TechCrunch List

TechCrunch launches a major new initiative, Amazon tests a smart shopping cart and ICE backs down from its controversial student visa rule change. Here’s your Daily Crunch for July 14, 2020.

The big story: Behold, The TechCrunch List

Back in June we published a story with the rather grandiose headline “How we’re rebuilding the VC industry. It was, in effect, announcing The TechCrunch List, which has been a months-long project to bring more transparency to who actually writes first checks for startups.

Today, we published the list — or at least the first version. I’ll let Managing Editor Danny Crichton explain:

The TechCrunch List is a verified, curated list of investors who have demonstrated a commitment to first checks and leading rounds from seed through growth, organized by market vertical …

Ultimately, The TechCrunch List is a living and breathing directory of the most active VCs who are willing to lead in the industry. We intend for the List to be regularly updated as founders give us more recommendations and investors change their tastes and their portfolios.

You can read about the 11 VCs who got the most enthusiastic recommendations from founders (Extra Crunch membership required) and browse the full list.

The tech giants

Amazon to test Dash Cart, a smart grocery shopping cart that sees what you buy — The cart, which will identify and charge you for items placed inside its basket, will first be tested in the Amazon grocery store opening in Woodland Hills, California.

UK U-turns on Huawei and 5G, giving operators until 2027 to rip out existing kit — The U.K. government is forbidding telcos from buying 5G equipment from Huawei and ZTE, and must remove any equipment from those companies by 2027.

Google Play Pass expands outside the US, adds more titles and annual pricing — Play Pass is the Android alternative to Apple Arcade, offering subscription access to a variety of apps and games.

Startups, funding and venture capital

Identity platform Auth0 raises $ 120M Series F funding round at $ 1.92B valuation — Developers can just add a few lines of code to connect applications to Auth0’s identity management service.

Blackstone’s growth investors lead a $ 200 million investment into Oatly, the oat-milk juggernaut — Celebrity investors include Oprah Winfrey, Roc Nation, Natalie Portman and former Starbucks CEO Howard Schultz. (I’ve tried the milk. It was fine.)

Everything you could possibly want to learn about fundraising will be covered at TC Early Stage — There will be in-depth sessions, as well as fireside chats with Figma’s Dylan Field, Minted.com’s Mariam Naficy, Sequoia’s James Buckhouse and Jess Lee and Greylock’s Reid Hoffman and Sarah Guo.

Advice and analysis from Extra Crunch

Investors are browsing for Chromium startups — Lucas Matney offers an overview of interesting browser startups building on top of Google’s Chromium project.

The IPO market stays hot, as nCino prices above range and Jamf targets a ~$ 2B valuation — Alex Wilhelm has the latest on IPO pricing.

(Reminder: Extra Crunch is our subscription membership program, which aims to democratize information about startups. You can sign up here.)

Everything else

After colleges sue, ICE backs down from student visa rule change — A dozen universities and colleges threatened legal action against the administration’s order to revoke visas for international students studying at U.S. colleges that plan to provide their classes exclusively online in the fall.

NBCUniversal’s streaming service Peacock officially launches tomorrow — The service has already been available to parent company Comcast’s Xfinity X1 and Flex cable customers since April, but tomorrow marks the launch to a general audience, with anyone in the United States able to sign up and access Peacock on a range of devices (but not Roku or Amazon Fire TV).

Hand-crank a level of Super Mario Bros. on Lego’s new 2,646-piece NES kit — This is beautiful but I would definitely lose some of those pieces.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

Startups – TechCrunch