
This Test Prep Service has a Cult Following Among Med Students. Soon it Will Have an Animation Studio
Tami Abdollah is dot.LA's senior technology reporter. She was previously a national security and cybersecurity reporter for The Associated Press in Washington, D.C. She's been a reporter for the AP in Los Angeles, the Los Angeles Times and for L.A.'s NPR affiliate KPCC. Abdollah spent nearly a year in Iraq as a U.S. government contractor. A native Angeleno, she's traveled the world on $5 a day, taught trad climbing safety classes and is an avid mountaineer. Follow her on Twitter.
The unnamed king wears a crown and large pink robe as he grasps a tissue to his nose.
No, this isn't some Netflix show on the quarantine lives of the rich and famous; it's actually a method SketchyMedical uses to help students recall complicated concepts.
Such images by Los Angeles-based online education startup SketchyMedical have helped catapult the company to cult status among the med school set, who dress up in their drawings for Halloween. One fan even got a tattoo of SketchyMedical's pencil representing penicillin.
On Thursday, SketchyMedical announced its first outside investment stake, a $30 million shot in the arm from former Hollywood executive Peter Chernin's investment firm TCG to help establish an in-house animation studio that will bring to life those famous sketches and expand its team of 30 employees.
The funds will also help SketchyMedical bring its symbolic characters and scenes to other health professions, as well as create new ones for students preparing for the MCAT in the short term and new subjects like law over the next few years.
"We are reintroducing this method in modern education that's really been lost, and the students have noticed, and it works and they're using it," said CEO and cofounder Saud Siddiqui. "We're really looking forward to expanding our reach, making this accessible no matter what they're studying."
SketchyMedical's success is part of the recent trend toward the consumerization of education — a trend that has been rapidly accelerated by the pandemic.
Students pay thousands annually for medical entrance and licensing exams, flocking to big name test prep companies and paying thousands more to prepare. As the internet has provided myriad more ways to connect and learn, it's become a buyer's market for students looking to differentiate themselves from their peers and ace those exams.
The company was founded by medical students for medical students in 2013 after its four co-founders used similar techniques with great efficacy while preparing for their board exams.
SketchyMedical has been profitable since its early days through its subscription model, which offers tiered pricing — from roughly $230 to $550 for up to two years of programming — that includes video lessons, review cards and quizzes. The company currently has more than 30,000 active subscriptions.
Sketchy Medical relies on the "memory palace technique," from an era when oral tradition meant memorizing long stories passed on from one generation to the next. Med students are given a simple visual way into the material through characters, storylines and humor.
For example, in one sketch a naked Mona Lisa sits in a red-colored bathtub by the fire, petting a dalmatian and holding grapes.
She represents the bacteria known as pseudomonas aeruginosa, which thrives in aquatic environments and is classified as a gram-negative bacilli. It produces a fruity grape-like odor when plated and has swarming motility
In another four-minute coronavirus lesson, the crown represents the "coronaviridae" family of RNA viruses, the robe represents the fact that it is enveloped, while the tissue represents how they cause the common cold. The image shows up in pictures whenever a coronavirus becomes relevant.
Siddiqui said the company found students had a 30% improvement in recall using its method. Anecdotally, he said even the non-medical artists at the company are getting 100% on the preclinical quizzes from working on the images.
Cofounder Andrew Berg, speaking in front of a Zoom backdrop featuring the company's pencil (penicillin) drawing, said professors across the country have also integrated the company's sketches into lecture slides.
And Siddiqui said the company has seen more institutions using SketchyMedical during the COVID-19 pandemic as they've tried to find creative ways to supplement their traditional lectures.
"We argue that everybody is a visual learner, that our brain has evolved to be really good at visual spatial recall," Siddiqui said. "It's necessary for survival to know where that fruit grew or where that dangerous predator was, or our cave. This is the same for animals. This bird can remember the location of 30,000 seeds across the landscape."
TCG vice president Michaela Venuti said the consumer-focused investment fund has been diving deep into the education space for the last year and a half and seen students take ownership of their education, picking and choosing among a wealth of new products tailored to their interests, area of specialty or aspirations.
"Consumers can make decisions about what supplemental tools they want to use and build their own education," Venuti said. "A lot of that has been accelerated during the pandemic, and Sketchy fits well in this broader scheme of consumers choosing."
Venuti said TCG interviewed graduate and med school students as part of its work in the education space and 100% of the students they talked to mentioned Sketchy as a crucial tool to get through med school. That known brand name should help the company as it expands into other types of content and categories of education.
While it's hard to quantify exactly how large the market is for supplemental spending on education, TCG looked at another early leader in the direct-to-consumer space: Santa Clara, Calif.-based Chegg Inc. is a publicly traded company that began in the textbook rental space and now offers tutoring among other student services.
Venuti said she could certainly see SketchyMedical going the way that 2005-founded Chegg has, ultimately offering a suite of student services. Chegg reported 3.9 million subscribers in 2019 and a current $8.7 billion market cap, but the company believes the total potential market opportunity for their services is 102 million students in the U.S., Canada, Australia and the United Kingdom. The company has seen a 39% compound annual growth rate over the last five years, and its total revenue of $153 million is up 63% year over year for the second quarter of 2020.
TCG believes Chegg's outlook on market opportunity is similar to what SketchyMedical could expect, Venuti said. However, she added that SketchyMedical's "secret sauce" is the content the company has built, its method for teaching students and its passionate and engaged user base.
An internal analysis by TCG estimated a total addressable market of 93,000 medical students and adjacent medical specialties like dentistry and pharmacology, who are already using SketchyMedical's content for studying overlapping topics. TCG also discovered an "ever-increasing amount of global edtech unicorns — such as VIPKid, Coursera, Duoling, ByJu's, Quizlet and more — with consumer-facing supplemental tools valued in the billions.
The analysis also found that in the medical school market supplemental tools are becoming so important that "students are skipping class to instead study via supplemental learning tools."
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Los Angeles is home to around 5,000 startups, the majority of which are in their young, formative years.
Which of those thousands are poised for a breakout in 2021? We asked dozens of L.A.'s top VCs to weigh in. We wanted to know which companies they would have invested in if they could go back and do it all over again.
Boiling
<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGaW1hZ2VzJTNGcSUzRHRibiUzQUFOZDlHY1EwRjdlRzlxY3JFd1lNVS12T2VTWng1NFd6VFdWUktaMFpyQSUyNnVzcXAlM0RDQVUmaG89aHR0cHMlM0ElMkYlMkZlbmNyeXB0ZWQtdGJuMC5nc3RhdGljLmNvbSZzPTEwMDImaD1jOGIyM2Y5YWNhNGNhNDY3NzZhNmUzNTU3MWI2YzAzNjcwOTU1Nzg0ODQxZDdiZGIyZjAxMzUxNjdkN2I5NWY2JnNpemU9OTgweCZjPTE2MDM4MjI5MTgiLCJleHBpcmVzX2F0IjoxNjY1MTY5NTcxfQ.iTVRhSe0UulUxSyMUZ4QA7_0njADdWe3QEJ28-xW6m0/img.jpg" id="a03b9" class="rm-shortcode" data-rm-shortcode-id="03faa4898896a9ce5be09d51dc104b73" alt="Pipe logo" />Pipe
<p><a href="https://www.pipe.com/" target="_blank">Pipe</a> provides financial services to help cloud service companies tap into their deferred cash flows, allowing them to continue growing without taking on debt or giving up ownership. For subscription-based businesses, this makes it "as if all of your customers converted to annual plans overnight," according to the company.</p><p>Founded by Harry Hurst, Josh Mangel and Zain Allarakhia, the company <a href="https://dot.la/pipe-taps-60-million-seed-extension-2646245409.html" data-linked-post="2646245409" target="_blank">raised $66 million of seed funding earlier this year</a> in a deal led by Craft Ventures and Fin Venture Capital.</p>Clash App Inc.
<p>Created by former Vine-r Brendon McNerney and entrepreneur and marketing expert P.J. Leimgruber, <a href="https://www.clashapp.co/" target="_blank">Clash App</a> is a short form video platform similar to TikTok, but without built-in sound libraries. It's geared toward empowering creators with innovative monetization options and inclusive communities.</p>XCLAIM
<p><a href="https://www.x-claim.com/" target="_blank">XCLAIM</a> has created an electronic platform where bankruptcy claims that take a notoriously long time to process can be digitally traded. Founded in 2018 by Matthew Sedigh, who has operated in the corporate restructuring field for more than a decade, the company says "rather than wait years for the bankruptcy court process to issue payment distributions, creditors can now access immediate liquidity by selling their claim to interested buyers." Earlier this year, it raised a $4 million seed round led from Luma Launch, First Round Capital and Freestyle Capital.</p>Simmering
<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vbWVkaWEucmJsLm1zL2ltYWdlP3U9JTJGaW1hZ2VzJTNGcSUzRHRibiUzQUFOZDlHY1JlR3QzLWlHSmFtYVJnLXNwSXVYcDc5N0xOdnpTYWhYYVloQSUyNnVzcXAlM0RDQVUmaG89aHR0cHMlM0ElMkYlMkZlbmNyeXB0ZWQtdGJuMC5nc3RhdGljLmNvbSZzPTYwNiZoPWU3NzNhYTkwODZkNmE4OWQwMWU0ZjZkODk0ODU1ZWEyZDIzMmU3YTYyNzJjYTU3Mzk3MmI0NmQ0NjAxMDY3YzMmc2l6ZT05ODB4JmM9MjQ3NDg5MDE0MiIsImV4cGlyZXNfYXQiOjE2NzAzMzU0NjB9.iqCUfvVUI22AGAz-QYPiS7XFb26sw3mGaU8seorLqxQ/img.jpg" id="44f84" class="rm-shortcode" data-rm-shortcode-id="cbdc9b0cdf21d3873eef2a40647ae810" alt="Freck Beauty logo" />Freck Beauty
<p><a href="https://freckbeauty.com/" target="_blank">Freck Beauty</a> manufactures beauty products intended to make the user feel seen. Remi Brixton, the company's chief executive officer, founded the startup in 2015 when she was in search of a freckle makeup product. When she couldn't find one, she launched her own, the FRECK OG. The East Los Angeles-based company raised an undisclosed amount of seed funding in a deal led by KarpReilly and Stage 1 Fund earlier this year.</p>The Skills
<p><a href="https://www.theskills.com/" target="_blank">The Skills</a> wants to be the <a href="https://dot.la/the-skills-2649267338.html" target="_self">master class on sports </a>and life. The Los Angeles-based startup launched two months ago and offers classes from gold medal Olympians — including swimmer Michael Phelps and volleyball player Kerri Walsh Jennings — and Grand Slam tennis Champion Maria Sharapova. In December, it closed a $5 million seed round backed by Boston-based Will Ventures, Global Founders Capital, 8VC, Maveron, Hack VC and Correlation VC.</p>Mapped
<p>Founded by Shaun Cooley, former chief technology officer of Cisco's Internet-of-Things (IoT) and Industries division, <a href="https://www.mapped.com/" target="_blank">Mapped</a> provides IoT services in El Segundo.</p><p>The company raised $3 million of seed funding in a deal led by Greycroft earlier this year, putting its pre-money valuation at $9 million. </p>DataPlor
<p>Created in 2016 by Geoffrey Michener, <a href="https://www.dataplor.com/" target="_blank">Dataplor</a> indexes micro-businesses in Mexico (and will soon be expanding to other countries in Central and South America) and sells the data to larger companies.The company relies on contractors in those countries to collect the information from local businesses. It raised $4 million from ff Venture Capital, Quest Venture Partners and Space Capital earlier this year and expects to use it to expand into more Latin American countries. </p>Grow Credit
<p>Launched by serial entrepreneur <a href="https://joebayen.medium.com/a-black-founders-guide-to-raising-a-2m-institutional-seed-round-a8687f95087f" target="_blank" rel="noopener noreferrer">Joe Bayen</a>, <a href="https://growcredit.com/" target="_blank">Grow Credit</a> helps customers improve their credit score by providing credit for subscription services like Netflix and Spotify. Their MasterCard can help consumers with thin or damaged credit scores and the small line of credit can be upgraded for a fee. The company closed a $2 million seed round earlier this year with participation from Mucker Labs.</p>Outer
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<p>A livestreaming reseller of collectibles like FunkoPop vinyl figurines, Pokémon cards and sports cards, <a href="https://www.whatnot.com/" target="_blank">WhatNot</a> taps into a growing retail trend and promises that the collectibles are verified, much like sneaker reseller GOAT. </p><p>The startup secured $4 million in seed funding this month from Scribble Ventures, Wonder Ventures, Operator Partners, Y Combinator, Liquid 2 Ventures, Twenty Two Ventures and other investors. The company plans to use the funds to expand into video games, comics books, designer toys and vintage fashion.</p>Fourthwall
<p><a href="https://fourthwall.com/" target="_blank">Fourthwall</a> is the developer of an internet platform that helps content creators launch fully-branded websites focused on interacting with fans. Their website tag phrase is "Make a living doing what you love," which is complemented by their model, which provides creators 100% ownership of their website and brand.</p><p>Founded by Walker Williams and Will Baumann, the company has raised $4 million to date, from investors Defy Partners, Lightspeed Venture Partners and Initialized Capital Management.</p>Shop LatinX
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<p><a href="https://pocketlist.app/" target="_blank">The app</a> allows renters to see and share apartments that will soon be available before they're listed — reducing the time properties sit vacant and potentially heating up competition among apartment hunters. It launched <a href="https://dot.la/renter-app-2646416605.html" data-linked-post="2646416605" target="_blank">earlier this year</a>. The company has $2.8 million in seed funding led by David Sacks' Craft Ventures along with Abstract VC, Wonder Ventures and angel investor Spencer Rascoff, co-founder of Zillow and dot.LA.</p>Quilt
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