This week's virtual pitch showcase featured three emerging eCommerce startups founded in Southern California: Mi Terro, ettitude and Aptitud. FabFitFun Co-CEO and Co-Founder Michael Broukhim joined angel investor Spencer Rascoff for the discussion. dot.LA's Chief Host and Correspondent Kelly O'Grady emceed the event.

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Los Angeles has come a long way in the 20 years that Brian Lee has built up startups. Brian co-founded LegalZoom in 2001, ShoeDazzle with Kim Kardashian in 2008, and The Honest Company with Jessica Alba in 2012. Now, Brian is co-founder and managing director of BAM Ventures, an early stage fund and startup studio, based in Los Angeles.

Hear Spencer and Brian, recorded at the Montgomery Summit earlier this year, discuss Los Angeles' evolution as a tech hub. They dig into the exciting state of the current Los Angeles start-up scene, what BAM looks for in founders, thoughts on building brands — and a company Lee regrets he passed on.


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Brands are valuable, regardless of company size. That is well understood.

What is less well understood, especially among startups, is that there are as many ways to think about your brand as there are recipients on the other end of that brand positioning. I want to propose an easy framework for startups and their marketers to consider when building and marketing brands: A company's brand has different meaning to its consumers, to its business partners, and to current and future employees.

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