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XColumn: Going Carless in L.A. was Great. Until the Coronavirus
Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.

When I moved back to Los Angeles from New York a year ago, I decided to try forsaking what has long been considered to be as much a part of L.A. life as the sunshine and celebrities. I would go without a car.
As recently as four years it seemed to be an unthinkable and perhaps even heroic undertaking. In 2016, someone made a two-hour documentary about "surviving" carless L.A. But since then, ridesharing went mainstream and scooters became ubiquitous on city streets. I'd also gotten used to riding the train in New York and it helped that I was living in walkable and transit-accessible downtown L.A. I would save some money and reduce my carbon footprint. As an added bonus, being carless in L.A. always made for a great conversation topic.
Sure, there were times when I wished I could hop in the car and stock up at Trader Joe's or months when I racked up a lot of Uber bills because my job took me to locations that were hard to get to via transit. But overall, I missed driving less than I thought.
But like so many other things, the calculus changed with the novel coronavirus. My carless lifestyle no longer seems so great and now I feel stranded.
Public transportation is still operational but I'm avoiding it because experts agree riders are at an increased risk of exposure to germs. I used to subscribe to Metro Bike Share to get around downtown, but cancelled my pass after touching bike handles didn't seem like a great idea. Riding a Bird or Lime scooter? No thanks. I still use Uber and Lyft occasionally but sharing a car with a stranger has become much less appealing. And those services rightly put an end their carpooling options, so the price has gone up. I tried to sign-up for BlueLA, an electric car sharing service that launched in 2018, but learned that the service has been suspended.
uber | uber Credit www.quotecatalog.com with an active link … | Flickrlive.staticflickr.com
When I've lamented about the lack of a car some people have quite reasonably asked since most everything is closed, where would I go? The answer is I would love to go hiking or run on the beach, or shop for groceries and household essentials, which I'm consuming at a much faster pace than before. Even escaping my little apartment to drive around L.A.'s eerily quiet streets listening to music sounds nice.
Before all this, owning a car and with all its associated costs and hassles seemed to be becoming obsolete. Now all the sudden sharing – carsharing, ridesharing, bikesharing – has lost its shine. I hope this is just a temporary setback because I think the sharing economy has a lot of benefits, but now I find myself dreaming of owning a car again.
My sister, who's been carless for years living in Brooklyn, is doing the same thing. She and her husband are desperate for a way to get their kids out of the city. But she's having trouble finding a dealer who's open, a stark illustration of how our economy is at a standstill.
One of the few silver linings is that it will probably be a great time to buy once businesses reopen if you have the means to do so. Automakers are already starting to offer big deals, financing is cheap, and gas prices are at historic lows.
Ben Bergman is dot.LA's senior reporter covering venture capital.
Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.
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L.A. Tech Week has brought venture capitalists, founders and entrepreneurs from around the world to the California coast. With so many tech nerds in one place, it's easy to laugh, joke and reminisce about the future of tech in SoCal.
Here's what people are saying about day three of L.A. Tech Week on social:
Who's out at #LATechWeek This Week!? 🚀
Just like always, we have the team on location & producing out-of-this-world content! 🪐
Follow @Techweek_ 👈 https://t.co/bl7MvmhVIb
— Edge of NFT 🎙 (@EdgeofNFT) June 7, 2023
Ethereal Engine blowing our minds today #LaTechWeek@Techweek_@andrewchen@KatiaAmeri@john_at_stonks@75SunnyVentures@mucker@fikavcpic.twitter.com/zfw38Fo17m
— Sean Goldfaden (@seangoldfaden) June 7, 2023
Yesterday, the Ampera Foundation attended @lightspark's #LATechWeek meetup in LA focused on payments and lightning, and the Ethereum Chicago meetup at the @im_not_art gallery space connecting with the local crypto community. What's your favorite local crypto event? pic.twitter.com/kg7m0bIHld
— Ampera (@ampera_xyz) June 7, 2023
Excited to be helping with LA #techweek at #Google today. In partnership with #a16z and #Stonks, we have some exciting founders pitching their Ent & Gaming business demo's.#LATechWeekpic.twitter.com/J2gkE7L5fq
— Jonny Cranmer (@jonnycranmer) June 7, 2023
WOW!🔥VC panel last night w @adelajamal@jarichert44@jekerner@GarnetHeraman@joshresnick01 & Anne Feuss
We discussed community, empathy, fundraising & mental health (& more) during this challenging time
So grateful to have such a real discussion w diverse humans#LATechWeekpic.twitter.com/GtjVnRQkuu
— Roger DaSilva (@RogerDaSilva1) June 7, 2023
Such a fun throwback to the event we did in 2022 for #LATechWeek ! Thanks @seangoldfaden for the amazing video 🎉 https://t.co/SWYCXbMDJe
— Amplify.LA (@amplifyla) June 7, 2023
We hosted a packed @whitecapai happy hour in Venice with panelists from @Verizon@Microsoft@Google and @LA28 with diverse thoughts on Enterprise AI. Thanks Alex Chao, Ric Edwards, Iman Ghanizada, and Mumtaz Vauhkonen! #LATechWeekpic.twitter.com/pCXXbxDAoY
— Craig DAVIS (@CraDav) June 7, 2023
Thoroughly enjoying #LATechWeek so far, I started Day 2 of with @SlausonAndCo amazing event. Ran into so many familiar faces, met some amazing new founders then checked out their art gallery.
Then popped by @BLCKVC and @diversityvc panel on Navigating the Capital Landscape pic.twitter.com/8PKcT5Wr8u
— Tanisha (@tanisha_london) June 7, 2023
Reunion of old and new friends is LA Tech Week’s PMF 💡
The irony is that for how big LA is, people haven’t seen others for a while, because its vastness makes serendipity challenging. So this week gives the community an excuse to catch up with coworkers and even childhood and… pic.twitter.com/NS8ID8rnP5
— Wilson Kyi (@WilsonKyi) June 7, 2023
Excited for the @LatinxVCs Avanza Summit! @itsmarielasalas@MariaSalamanca@jomayra_herrera@RamiReyesVC@aguerrerovc@ambersvida@nic_detommaso@VCSerge#LatinxVC#LATechWeekpic.twitter.com/DdtYcrCzaY
— Tiq (@TiqChapa108) June 7, 2023
If you wonder how #Music,#Space,#AI come together for you in one place - join our Twittet Space 11 am PST
@https://twitter.com/i/spaces/1OwxWwQqoWDxQ CopernicSpace @spaceibles and @LadyRocketSpace ,I will share endeavors LA Tech Week how I buildnew Stage for @spaceibles… pic.twitter.com/djXDuENiWI
— Lady Rocket Eva Blaisdell (@LadyRocketSpace) June 7, 2023
What a great time for LA tech week, escape New York at the right timehttps://t.co/FEHhYgmxHU
— Christopher | Mad Oath 🆔 (@chrismadoath) June 7, 2023
Here representing Australia. Hello #latechweek it’s nice to meet you. pic.twitter.com/rDIOM7hflJ
— Christopher Bartlett (@chipershot) June 7, 2023
(1/2)
In the thick of LA Tech Week and loving it!! 🤘🤘🤘
🔥🔥Scroll for new events!!! 🔥🔥 pic.twitter.com/5n6eV81oiE
— Tech Week (@Techweek_) June 7, 2023
#LATechWeek are you ready for the @trustfundvc launch party?!!! We got a disco ball too pic.twitter.com/smIJFAKlcA
— Sophia Amoruso (@sophiaamoruso) June 7, 2023
#robstory 157/365: tonight’s “The East Side Story” event in the Arts District for #LATechWeek proves what’s possible in our LA entrepreneurial economy! It proves our opportunity to breathe life into our words about diversity & inclusion. Take note, I did!
I’m so so grateful to… pic.twitter.com/ks45MdY7BF
— Rob Ryan (@IAmRobRyan) June 7, 2023
Had a blast at LA @techweek_ last night! Huge thanks to Eddy for his amazing storytelling and the behind-the-scenes look into @goatapp’s journey to product-market fit. And of course, to all the founders, startup enthusiasts, and @firstround team for showing up to support 🙌 pic.twitter.com/93bieSkbBA
— Todd Jackson (@tjack) June 7, 2023
“Gamify the experience of consuming. Drink an ape water? Scan the code. It donates .05 to clean water.” #LATechWeek@Techweek_pic.twitter.com/ZpKbadNSh1
— Sean Goldfaden (@seangoldfaden) June 7, 2023
Moderating is easy when you have brilliant folks like @Chrisjjosephs and @brianschardt on the other side
Was great to talk @JoinAutopilot_ during #LATechWeekhttps://t.co/v9CEshahPL
— James Mumma (@JamesMumma) June 7, 2023
A beautiful, intimate networking event discussing all things Fintech with founders and innovators on Day 3 of #LATechWeek with Clocktower Ventures. 🤩 pic.twitter.com/z3SMPMoTZw
— Tech Week (@Techweek_) June 7, 2023
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LA Tech Week: Female Founders Provide Insights Into Their Startup Journeys
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
Women remain a minority among startup founders. According to Pitchbook, even though women-led startups in the United States received a record $20.8 billion in funding during the first half of 2022, U.S. companies with one or more female founders received less than 20% of total venture funding in 2022. U.S. companies solely led by female founders received less than 2% of the total funding.
The panel, titled Female Founders: Planning, Pivoting, Profiting, was moderated by NYU law professor Shivani Honwad and featured Anjali Kundra, co-founder of bar inventory software Partender; Montré Moore, co-founder of the Black-owned beauty startup AMP Beauty LA; Mia Pokriefka, co-founder and CEO of the interactive social media tool Huxly; and Sunny Wu, founder and CEO of fashion company LE ORA.
The panelists shared their advice and insights on starting and growing a business as a woman. They all acknowledged feeling pressure to not appear weak among peers, especially as a female founder. But this added weight only causes more stress that may lead to burnout.
“The mental health aspect of being a founder should not be overshadowed,” said Kundra, who realized this during the early stages of building her company with her brother..
Growing up in Silicon Valley, Kundra was surrounded by the startup culture where, “everyone is crushing it!” But she said that no one really opened up about the challenges of starting your own company. .
“Once you grow up as a founder in that environment, it's pretty toxic,” Kundra said. “I felt like I really wanted to be open and be able to go to our investors and tell them about challenges because businesses go up and down, markets go up and down and no company is perfect.”
Honwad, who advocates for women’s rights, emphasized the value of aligning yourself with people with similar values in the tech ecosystem. “[Those people] can make your life better not just from an investment and money standpoint, but also a personal standpoint, because life happens,” she said.
Moore, who unexpectedly lost one of her co-founders at AMP Beauty, said that entrepreneurs “really have to learn how to adapt to [their] circumstances.”
“She was young, healthy, vibrant and we've been sorority sisters and friends over the past decade,” she said about her co-founder Phyllicia Phillips, who passed away in February. “So it was just one of those moments where you have to take a pause.”
Moore said this experience forced her to ask for help, which many founders hesitate to do. She encouraged the audience to try and share their issues out loud with their teams because there are always people who will offer help. When Moore shared her concerns with her investors, they jumped in to support her in ways she didn’t think was possible.
Kundra said that while it is important to have a support group and listen to mentors, it is very important for entrepreneurs to follow their own thinking and pick and choose what they want to implement within their strategy. “At the end of the day, you really have to own your own decisions,” she said.
Kundra also said that while it is easy to turn to your colleagues and competitors and do what they are doing, you shouldn’t always follow them because every business is different.
“When I was in the heat of it, I kind of became [a part of] this echo chamber and that was really challenging for us,” Kundra added, “but we were able to move beyond it and figure out what worked for us [as a company] and we're still on a journey. You're always going to be figuring it out, so just know you're not alone.”
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- LA's Top VCs Are Watching These 10 Female Founders ›
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
K-beauty Entrepreneur Alicia Yoon On Taking the Leap From Corporate Consultant to Starting Her Skincare Brand
Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.
On this episode of Behind Her Empire, Peach & Lily founder and CEO Alicia Yoon discusses her journey from being a corporate consultant to establishing her own skincare brand as well as the necessity of having an airtight business model to become successful.
Throughout her life, Yoon suffered from severe eczema and struggled to find effective skincare in the United States that had meaningful results on her sensitive skin. During her high school years in South Korea, she turned to K-beauty brands for help and found the ingredients in those products more suitable to her skin.
In 2012, she founded leading Korean skincare website Peach & Lily as a way to help others take control of their skin problems. Her positive experience with K-beauty formulations inspired her to bring these products to the United States, products with ingredients that were effective but still foreign to Western beauty brands.
Before starting her business, Yoon worked in the corporate sector as a consultant for The Boston Consulting Group and Accenture. Once she realized she wanted to start a business in beauty, she left her role to attend esthetician school in South Korea and study K-beauty alongside trained chemists. She said that passion is absolutely necessary when it comes to starting a business.
“Your head and your heart have to feel 100% passionate and okay with it,” Yoon said. “If you don't love the thing that you're doing, it's really hard to keep waking up and really putting 100% into it and it does take 100% of you.”
Aside from having passion, Yoon believes that entrepreneurs need to take a step back before starting a business and make sure that their business model is completely ironed out so they can achieve long-term success. She said that founders should reevaluate their business models especially “if the cost of goods is just too high to maintain a profitable business.”
She learned the importance of the business model through her first startup, a Korean fashion import firm. Despite winning awards and selling out trunk shows, the business didn’t have much potential for growth, she said.
“There were issues with the business model. It would have been okay as a small cult business,” she said. “While those businesses are great, that's just not what I wanted. I really wanted to go all in with a business where I could really scale it.”
Yoon said that this experience and her time at Harvard Business School gave her the confidence to start Peach & Lily. Being in business school during the financial crisis opened the door to several networking opportunities and allowed her to have open conversations with other founders about their journeys, about what works and what doesn’t, and some of the challenges they had to overcome.
“I think the existential moments lead to more fuel, passion and action,” she said. “It does get hard because there are just going to be moments where you have to wear like 17 different hats.”
Because entrepreneurs play so many different roles in their business, Yoon thinks it can be difficult for them to see the impact that their company can have on its customers. Sometimes, this can make it hard to stay motivated.
Yoon to recharges herself by calling her support group: her friends and family whom she calls her “personal cheerleaders.” When she is having doubts about her work, she says they help remind her of her goals and why she started her business.
Customer reviews also help her stay motivated. Peach & Lily has an email listserv that allows customers to send reviews and comments to the company. Yoon feels the power of her work when she reads reviews that state how her products have changed her customers’ skins or how amazing her customers feel after using Peach & Lily products.
In a little more than ten years, Peach & Lily is on track to become the number five skincare brand at Ulta Beauty.
“I would literally turn on amped up music and I would get so emotional being like, wow, we're actually helping people,” Yoon said. “This is why I'm doing this.”
dot.LA Reporter Decerry Donato contributed to this post.
This podcast is produced by Behind Her Empire. The views and opinions expressed in the show are those of the speakers and do not necessarily reflect those of dot.LA or its newsroom.
Hear more of the Behind Her Empire podcast. Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radioor wherever you get your podcasts.
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Decerry Donato is a reporter at dot.LA. Prior to that, she was an editorial fellow at the company. Decerry received her bachelor's degree in literary journalism from the University of California, Irvine. She continues to write stories to inform the community about issues or events that take place in the L.A. area. On the weekends, she can be found hiking in the Angeles National forest or sifting through racks at your local thrift store.