Meet the 15 LA Startups That Make Up This Year's Grid110 Accelerator

Francesca Billington

Francesca Billington is a freelance reporter. Prior to that, she was a general assignment reporter for dot.LA and has also reported for KCRW, the Santa Monica Daily Press and local publications in New Jersey. She graduated from Princeton in 2019 with a degree in anthropology.

Miki Reynolds, founder of Grid110

From her home office in downtown, Miki Reynolds is trying to build an accelerator that looks like Los Angeles.

Reynolds, a tech and digital marketing veteran, founded the nonprofit Grid110 six years ago as an incubator for fashion tech brands. But she soon expanded to help a range of founders find their footing in L.A.'s tech and startup scene. Unlike most accelerators, it doesn't take equity in each company.


"There is no marching towards a demo day performance or presentation," Reynolds said of the 12-week virtual accelerator. "It's really allowing the founders themselves to describe what they're looking to accomplish. Then we try to see how we can help them get there."

Of the 200 companies she's put through the program, 70% are led by women and 70% by a founder of color. Following her mission also means expanding the industry's scope beyond Santa Monica and Venice, the once-default hubs for new companies and investors.

Grid110 runs three to four programs each year. The 15 startups chosen for this round represent a range of industries. Among them is the San Pedro-based biotech company Spira, which uses gene editing on algae to make food dyes and Folkicks, an online marketplace of shoes and clothing for Mexican folk dancers.

Founders in the accelerator hail from across the city from Highland Park to Culver City.

And, Reynolds said, her accelerator is one that "better reflects the city of Los Angeles and the world that we know it as."

"We recognized that most of the community and the events and co-working spaces — even the venture community — were largely centered on the Westside," she said.

Here is a look at Grid110's 21st cohort:

Barterr logo

Barterr

Barterr wants to make sneaker trading safer, easier and fairer.

The company acts as a middleman between two users hoping to trade shoes. After agreeing on a trade, users send the shoes to Barterr, which then uses a third-party to authenticate each shoe before sending the shoes to their new owners.

Founder Terrence Whaley told dot.LA that many shoe collectors want to trade their shoes through local Facebook groups or other sneaker forums, but are dissuaded either because they don't know how or receive poor offers.

Barterr hopes to set itself apart from a crowded sneaker marketplace industry with its algorithm to help users identify fair trades, he said.

"People don't know what equal value is," he said. "We want to basically be the single source of truth for what an equal and fair value trade is."

The company currently offers a desktop app, and plans to release IOS and Android apps within the year.

BurritoBreak logo

BurritoBreak

Founded by Claudia Barrera and Laura Barrera, two sisters born in Los Angeles and raised in Mexico, BurritoBreak sells small, grab-and-go $2 burritos targeted to both essential workers and office workers in Downtown LA.

The company, which has one brick-and-mortar location and two sidewalk vending locations, was inspired by the food stands the two saw in Mexico that sold food that was both affordable and fresh.

"That's something that was missing here," Claudia Barrera told dot.LA. "And I feel like it's missing all around the country."

Dirty Cookie

Founded by Shahira Marei, Dirty Cookie makes edible shot glasses made out of cookies. The glasses, lined with an interior layer of chocolate, are meant to hold any liquid, from milk to alcohol.

Folkicks logo

Folkicks

Folkicks wants to help Mexican-Americans who perform Folklorico, traditional Mexican folk dances, reconnect with their Mexican roots. Founded by Rafael Valero, the company sells made-in-Mexican footwear and dancewear to Folklorio dancers in the U.S.

FYBRAA logo

FYBRAA

South Gate-based FYBRAA aims to prevent clothes from reaching the landfill. Founded by Erica Dwerlkotte, the company picks up unwanted clothes for a $5 fee and either resells the clothes on Poshmark or repurposes the clothes as fabric.

Gthr

Founded by Noah Wossen and Trevor Brown, Gthr is a social media network aimed at cyclists. The company's IOS app lets cyclists find riding partners with similar riding habits, message other riders in the area, post photos and log rides.

Jazz Hands For Autism logo

Jazz Hands For Autism

Founded by Ifunanya Nweke, Jazz Hands For Autism is a Culver City-based nonprofit that helps musicians on the autism spectrum get their foot in the music industry through job placement programs, music learning programs and concerts.

Kif & Co logo

Kif & Co

Founded by Linda Hsu and Caroline Brain, Kif & co sells probiotic fermented soft drinks.

Mina Health

Mina Health bills itself as a one-stop shop for menopause. The company sells at-home menopause test kits, which it says is less expensive and easier to use than lab-run tests. Mina Health is also aiming to provide menopause treatment services.

MSTRPLN logo

MSTRPLN

After successfully paying off six-figures of student loan debt in two years, founder Aja Dang understands the importance of planners and journals. Her company, MSTRPLN, sells digital and physical planners aimed to help professionals plan their personal, professional and financial lives.

Of The Night logo

Of The Night

Two friends started Of The Night in the throes of the pandemic to help party animals quarantined at home let loose.

Now, the Los Angeles-based company is hoping to take their party packages nationwide. Founded by Blake Harrison and Courtney Nichols, Of The Night sells "party packages" that include drinks, costumes and activities meant to provide a one-night experience for customers.

Each package is centered around a distinct theme – previous themes have included a garden gnome-themed package and a Prince-inspired Valentine's Day package. The packages are also popular among LGBTQ community, Harrison said, in part because of how eccentric each package is designed to be.

"Frankly, that's who we know and who we are, we've always been involved with the queer space so it was a no-brainer," Harrison told dot.LA.

The company, which first blossomed in Los Angeles, is hoping to grow its market in other major metropolitan cities and begin to tailor their packages to post-pandemic life. Now, Nichols said, the company is also aiming to target people who feel overworked.

"So, everyone," Harrison added.

Rooted Fare logo

Rooted Fare

Founded by Ashley Xie, the daughter of Chinese immigrants, Rooted Fare wants to help immigrant chefs bring traditional cultural sauces to the market. Rooted Fare partners with immigrant chefs to help them market and commercialize their sauces, and sells the sauces on their site.

Rosecrans Ventures logo

Rosecrans Ventures

Founded by Halleemah Nash, Rosecrans Ventures offers career counseling and job placement opportunities for underrepresented early-career workers.

Named after Rosecrans Avenue, a street that runs through Nash's hometown of Compton, the company also works with organizations to help workforces improve their diversity including PUMA, the California Department of Correction and the American Chemical Society.

An increased focus on diversity, Nash told dot.LA, will help empower a Generation Z workforce that is more diverse than previous generations.

"The idea of coaching and placing and empowering meaningful workforces for the underrepresented I think is necessary if we really want to get real about what the future workforce is going to look like," she said. "It's them."

Spira logo

Spira

Based out of San Pedro, Spira uses CRISPR gene editing technology on algae to make dyes for cooking and clothing. Company founders Elliot Roth, Surjan Singh and Pierre Wensel say their process is less resource intensive than other methods to create dyes.

The Petal Effect logo

The Petal Effect

The Petal Effect is a Los Angeles-based boutique flower company that sells customizable flower arrangements. Founded by Tobore Oweh, the company offers deliveries, home and office subscription services and other floral installations.

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Cadence

'It's Almost Winter-Agnostic': At This Annual Gathering of Creators, Recession is on No One's Mind

Kristin Snyder

Kristin Snyder is an editorial intern for dot.la. She previously interned with Tiger Oak Media and led the arts section for UCLA's Daily Bruin.

Vidcon 2022
Photo by Kristin Snyder

The creator economy is the bedrock of this week’s VidCon convention, which is drawing creators, companies, investors and fans alike to Anaheim to discuss the rapidly growing realm of digital content and entertainment.

To discuss how investors, in particular, are viewing the booming creator landscape, Thursday’s “Betting Big on the Creator Economy” panel featured the likes of MaC Venture Capital partner Zhenni Liu, Investcorp managing director Anand Radhakrishnan, Team8 Fintech managing partner Yuval Tal and Paladin co-founder and CEO James Creech.

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Christian Hetrick

Christian Hetrick is dot.LA's Entertainment Tech Reporter. He was formerly a business reporter for the Philadelphia Inquirer and reported on New Jersey politics for the Observer and the Press of Atlantic City.

Netflix Lays Off Another 300 People
Photo by DCL "650" on Unsplash

Netflix has imposed its second round of layoffs in less than a month, cutting another 300 people from its staff.

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Santa Monica-Based Scooter Startup Veo Expands Into the City of LA

Maylin Tu
Maylin Tu is a freelance writer who lives in L.A. She writes about scooters, bikes and micro-mobility. Find her hovering by the cheese at your next local tech mixer.
Veo
Image courtesy of Veo

Three months after opening its new headquarters in Santa Monica, micromobility startup Veo is expanding its fleet and its footprint. As of last week, riders have been able to cross the municipal boundary between Santa Monica and L.A. and take trips north to Will Rogers State Beach, south to Marina Del Rey and east to Mar Vista.

“It’s good to see more people able to actually commute from Santa Monica to a nearby neighborhood…because in the past, we [did] see a lot of people stopped at the boundary,” said Veo CEO Candice Xie.

A screenshot shows Veo scooters' new availability on the west side of the city of L.A.

Still, riders will not be able to ride all through the city of L.A. The city of L.A. has only granted them permits for 500 vehicles. Xie said they’re focusing on expanding the boundaries of where their mostly Santa Monica-based users are already indicating they want to ride.

As part of the expansion, the company is adding a mixed fleet of 400 e-bikes and 100 standing scooters.

Enterprising riders who venture beyond the new, expanded geofenced zone can expect to receive a warning text message and for their vehicle to come to a slow stop. In addition, they will not be allowed to leave the e-scooter or e-bike outside of the zone without incurring a penalty that starts at $15.

Currently, it costs riders $1 to unlock and $0.33 cents per minute to ride (plus tax and fees). Residents of Santa Monica and Los Angeles who qualify can apply to ride at a reduced rate through Veo Access, where riders pay $5 per month for unlimited 30 minute rides.

Xie said that the permit approval process for the city of L.A. took longer than originally anticipated and that this new expansion will happen in phases, with the next phase anticipated in two to three months.

Veo is the seventh micromobility operator currently permitted in the city of Los Angeles, joining rivals Bird, Lime, Wheels, LINK (Superpedestrian), Lyft and Spin.

Veo’s expansion comes at a precarious time for the shared micromobility market. Earlier this month, Santa Monica-based Bird laid off 23% of its staff. Layoffs were also reported at both Superpedestrian and Voi this week.

However, Xie said that Veo is doubling down on both the greater L.A. area and California as a whole, as it recently launched in Berkeley and intends to move into Santa Clara and San Jose soon. As other companies lay off workers in pursuit of profitability, Xie said Veo is expanding.

“We're still hiring from the community and want to increase our exposure and also have more local talent join us.”

Correction: An earlier version of this post stated that Veo vehicles were already available in Santa Clara.

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