startup - Steven Cox | San Diego, CA

Four Ways San Diego Can Continue to Build It’s Startup Ecosystem

By Start Up San Diego, Web and Tech One Comment

From day one, we’ve built TakeLessons right here in the heart of San Diego. Over the past few years, I’ve personally seen an explosion of activity as more and more people become interested in working for themselves, starting a company, and running after their dream. Compared to yesterday, San Diego’s technology and innovation scene has become more organized and started to develop a true community where people are collaborating, celebrating wins, and helping their fellow entrepreneurs through the stumbles.

While we’ve came a long way, we still are young compared to the developed areas of Silicon Valley and New York. As a metaphor, it feels like we’ve planted seeds and we’re starting to see those seeds germinate above the ground. Now, it’s up to the San Diego tech scene to continue to cultivate our community so our seeds turn into strong trees with deep roots.

I wrote an op-ed piece for Xconomy on my thoughts how San Diego can continue to grow it’s innovation community. I’d love to here your thoughts on how we can all work together to build something great.

What we in San Diego need to focus on first and foremost is our attitude. We need to live and breathe a startup mindset. Anything worthwhile is always created twice: First, in our minds; and second, in reality. As members of San Diego’s entrepreneurial community, we must choose whether to focus on the challenges we face, or on actually making it happen by taking advantage of the strengths we have and moving forward, despite our challenges. It is up to us to make this change first. Inner victories always precede outer victories. Only by being in the right frame of mind will we see the manifestations of our city’s true potential emerge.

Read the Article on Xconomy

Steven Cox Pictures of TakeLessons

Baby Girls and Startups

By Life Lessons No Comments

Last week, I had an email exchange with Merrick Lozano of PRLeap.com. I’ve known Merrick for many years and enjoyed watching him grow his company while also building a family.


I asked him about how he was enjoying his new baby girl. I don’t have kids now and often wondered just how some entrepreneurs manage the balance of a growing company – which takes and extraordinary amount of time – and balancing family. Here’s the email thread:

Steven: Hey Merrick – thanks for the advice. Hope all is well. How’s the family?

Merrick: It’s awesome! Just enjoying the new baby, she’s almost 3 months now.

 Sent from my iPhone
Steven: Unbelievable! Congrats my brother! I’m FINALLY thinking about what it would be like to have one…

Merrick: Thank you. 3 girls is a handful!  🙂

Babies are amazing, my first one gave new meaning to my life.  They are rewarding and a ton of work. I am blessed to have a wife who wants to stay home so that makes it a lot easier. I think there’s a big valley from bachelor to papa, and a wonderful woman makes it easy to get to the other side… Honestly, I don’t think anyone is actually prepared to be a first time parent. But, much like a first time founder, you just become incredibly motivated to succeed. Nothing goes as planned, but in the end, it’s worth it.
Steven: Wise words, my friend. Certainly gives me something to chew on.
I guess having children is similar to doing a startup in that you’re never quite all the way ready, nothing goes as planned, you need a strong team to succeed, and, in the end, it’s worth the sacrifice.
Thanks Merrick. I needed that.
Comment below: what’s been your experience with balancing home and work?

TakeLessons Secures $7mm in Venture Capital

By Start Up San Diego, Start-Ups, TakeLessons.com, Venture Capital No Comments

I’m happy to announce TakeLessons.com latest round of venture funding today. This round increases the total amount raised to $20mm and will allow us to accelerate our expansion into more categories outside of music, including tutoring, performing arts, and languages. We’ve even started to see new matches in categories such as welding, crocheting, robotics, and basic HTML.

We’ve tripled the number of instructors on the TakeLessons platform over the past year and continue to be excited about building a marketplace that helps consumers easily find the right instructor, while helping instructors make a better living doing what they love.

Congrats to the team and thanks to the San Diego Startup community for its support.

TakeLessons Team March 2014
Read about it here:

Entrepreneur StartUp Questions (Part 2)

By Entrepreneur Insights, Start Up San Diego, Start-Ups No Comments

In February 2014 Christy Wang, a student at MIT Sloan School of Management, interviewed Steven Cox, CEO and Founder of TakeLessons.com for her Entrepreneurship class. Here is the transcript of the interview.

See Entrepreneur Startup Questons: Part 1

4. What makes a good startup business partner? Where can you find them?

There’s a line that I read from Stephen Covey, who wrote many successful books, including the “The 7 Habits,” but he also wrote a few business books. One of those things he talked about was developing a world-class staff. When you build your business, this is the number one thing you’re looking for – building the right team. Even if it’s just a two-man operation, you look for people whose strengths offset your own weaknesses. If it’s a team environment, you look for the weaknesses, and say, “Where do I play so that the strengths of one person make the weaknesses of another obsolete?” If you can find that and keep building that sort of team, over time, it becomes easier and easier for you to solve the problems.

Now, along those lines, I would also add that, in addition to finding people who have offsetting strengths and weakness, you need to find people who have a shared value system. While you’re not looking for robots, you are looking for someone that, when push comes to shove, your values are aligned. Second of all, your work ethic needs to be aligned as well. I think those two keys are critical, specifically in a very young company. Otherwise, you’ll just run into more problems later on.

Picture of Steven Cox San Diego Entrepreneur and Startup Founder

5. What is the best way to find investors, and what is the most valued lesson you’ve learned from successful pitches?

I would say that the best way to find investors is through a pecking order, if you will. The first place to look is yourself. There are many people who have taken out money on their house, credit cards, or savings and started investing in their own startup; I think that’s one of the best investments that one can make. It is risky, and there is a high probability of failure, so one has to take that into account in trying to figure out if they should be their own investor. I funded TakeLessons.com right out of the gate, and it was my money on the line. I think that entrepreneurs have a tendency to work a little bit harder when it’s all of their own money on the line at the beginning. That money should be used to get some traction within the business, and from there, the place you look is for people who believe in you.

Instead of going out and trying to convince someone that, not only that your idea is good, but also that you are investment-worthy, find people who already believe in you. Finding money becomes much easier because they already believe in you.. You’re a go-getter and a hustler. You’ve proven that you can turn a dollar into ten bucks. That’s the next set of people. From there, once they’ve invested, ask them who else they know and whom they vouch for that could also listen to your pitch. I find that that’s the next best group to go after. It’s all through referrals.

In this business, the people who invested early with me were people that I just knew personally. Some of them, I had never done business with before, but they knew my character. My very first investor’s name was Steve Martini, a San Diego commercial real estate broker, and I had bought a car off of him three or four years before he invested. We just kind of got to know each other and hung out and took a look at a couple of deals together, but we never ended up doing something together. But, when the time came for me to raise money, I told him that I had already put my money in, and I showed him what we were doing. His words were: “Well, listen, I have no idea what you’re doing, and I have no idea if it will work, but I believe in you, so here’s a check.”

That’s normally the best way to get the deal done; it’s through people that believe in you. I will also preface that by saying that, in order to get those people, you have to be the type of person that other people want to do business with. Your character has to precede you asking for the money. If you’re a crappy guy or girl or you shyster people or you’re dishonest, good luck. You shouldn’t be in business to start with. Integrity is the key. There are no promises in start-ups, but these investors think, “I know this a gamble, but I’m willing to gamble on this guy.”

[Have you ever encountered any investors who also wanted to take control and make decisions?]

There are two kinds of investors. The first are what we call “passive investors,” and those are people who simply put their money in and don’t have much input in the business. The second are people known as “active investors,” and those are people who truly do add value to the company. They have a wealth of knowledge within the space that you play in, and it would be a crime to not use them to try to grow the business. Sometimes, we add those people on purpose as an investor or an advisor in order to grow the business. They become very, very useful within the context of what the business needs.

The issue and pain comes from investors who should be passive, but try to become active. These sorts of investors do not have higher amounts of knowledge or skill than the entrepreneur and may get in the way. I find that if you are clear upfront with the investor about their role, it helps manage expectations of what you can expect from them, and they can expect from you.

6. What is the biggest challenge of being an entrepreneur, both in personal and business life?

I read somewhere that, unless you have a high threshold of pain and are comfortable knowing that there’s a 90% failure rate, don’t be an entrepreneur. In fact, go work for someone else because it’s much more safe and secure. I think that’s true. There is a high risk of failure. There is a lot of competition. You have to have an incredible amount of persistence, drive, and belief that you can add value in the world. It’s got to be something inside you that drives you because it’s extremely difficult; it’s tough.

There will probably be days when you don’t know if you’re going to make it, and there are days when you’re down to not knowing if you can pay the bills. There’s a lot of pressure to build something out of nothing. Some people are built for that. Some people get a high off of that, and some people don’t. People should be very honest with themselves; there is equal nobility in both building a company as an employee as well as a founder or entrepreneur. The key is finding out what is right for you.

For me, I had to learn balance. I have lost friends and girlfriends over my business. I did not balance my life correctly. I’ve gotten physically run down and sick from the stress and pressure. But I’ve decided not to do that anymore. I needed to make sure that I took care of myself – and those important to me – just as much as I took care of the business.

If you’re going to do a start-up, it is going to require a lot of time and a ton of effort. What you might learn over time is that your business is not you. It is a separate entity from you. That’s a key distinction. This allows you to tether the spikes and ride out the drops. It allows you to find a good balance so your personal life doesn’t experience the same torrid whipsaws of your business.

There will be days in business where it is incredibly horrible and other days where it is incredibly high. You learn over time not let the lows get you low and to not let the highs get you too high. You acclimate to both the struggles and victories, and you learn to move forward no matter what. I think there’s a peaceful understanding that comes over time with knowing how to achieve that balance of emotional security with the imbalance of entrepreneurship.

I learned from a good friend of mine when I was starting my business. I think we had raised maybe $1.5 million or something like that—just a small amount. His business had raised $80 million. It went bankrupt after about five or six years, and his dream ended. I called him on the phone and said, “Hey, I read about your business, and I’m sorry about that, man. How do you feel?” He said, “I feel fine.” I then asked, “What do you mean you feel fine?” He said, “We gave it our best shot. We knew there was big risk going in. I would have liked it to have worked, but it didn’t. I’ll move on.” I asked him, “Isn’t it your baby? Don’t you feel crushed by it?” He said, “No. I’m not defined by the success of my business. I am the same person with or without the success of my business. I wanted it to be a huge success, but I am not defined by that success.”

I would ask this simple question when looking back over life: if an entrepreneur has a very successful business, but his family falls apart and his kids won’t talk to him, is he or she a success?

That’s something that each person has to answer separately. That’s a question I’m not sure too many entrepreneurs ask, but it’s important.

For me, I ask, “How do I have a wonderful life that entrepreneurship is a part of?” There is a tradeoff in life. That tradeoff is this: how much money, satisfaction, or happiness are you willing to trade your life for? Because that is what you’re doing every single day that you go to work.

Entrepreneurship is one of the best ways to make a living and to make an impact on people. For me, that’s what the juice of life is about. How do I make a great living for my family as well as make a difference in the world? If it’s used as a tool to create a higher objective, it’s a wonderful experience. If you can combine your work into your mission and into your long term goals in each aspect of your life, then you’ve got an incredible formula for life.

7. Have you ever had a moment of self-doubt? If you did, what was it and how did you deal with it?

I can only speak for myself. I do have self-doubt, but here’s the key: I believe in my team. I believe that we’re making a difference. I believe in myself. In addition to that, I also have days where I doubt myself, and I wonder, “Am I growing as quickly as I want?” There are times when I screw up. Honestly, I screw up a lot, but I don’t mind it. I used to think, “Oh man, if I screw up then that’s the end of the world, and I’m a horrible person.” I used to think all of these things, but what I got very comfortable with was knowing that life and business is full of potholes. I got very comfortable with moving quickly and not making the right decisions all of the time. That’s called life. When I have those doubts and I don’t know for sure that I’m making the right decision, I am confident it’s the best with the information I have.

For me, I have confidence in knowing that I can improve, and that goes back to our core values. I know that I’m constantly getting better, and that we’re constantly improving. As long as we’re doing that, I feel like we’re being successful. When those moments of self-doubt come in, I’m able to see a bigger picture in knowing that we are making a difference and knowing that there are people out there who are able to make a better living because of what we do. That gives me a great sense of pride and a great sense of humility at the same time because I know that what we’re doing is working. A lot of it has to do with what you tend to focus on as well. Self-doubt comes from your current state of what you’re focusing on. If you focus on all of the negatives and what is going wrong, doubt will continue to grow. If you focus on asking yourself better questions, things can go right. For instance, instead of asking, “Why did this happen?” or “How can I be such an idiot?” I ask questions such as “What did I learn, and how can I become better and not make the same mistake anymore?” By simply focusing on a different set of questions, you get different outcomes in your life.

[Have you ever had a dilemma between making your own decision and listening to your team’s decision?]

Of course. I think that’s a key for good leadership—admitting that I don’t have all of the answers. I try to put a team around me that’s smarter I am in many areas. If that is so, I should not be coming up with all of the right decisions. If I can come up with all of the right decisions, I don’t have a strong enough team. That’s absolutely what I believe. To counter that, there’s also times that when push comes to shove, I make the call. With those calls, I don’t necessarily agree with my team, but I feel like we’re making the right decision for the business. It’s never about who comes forth with the idea; it’s about choosing the right idea.

See Entrepreneur Startup Questons: Part 1

List of San Diego Startups VC Funded in Q4

By Start Up San Diego, Web and Tech No Comments

San-Diego-Startup-VC-FundingThis data was provided to me by Randy Smith, CPA, of CFO Innovations San Diego Companies receiving venture funding in Q4 2013. Thanks Randy!

21 deals were completed locally in Q4 of 2013, down from 23 in Q3 of 2013. Aver­age deal size de­creased from $8.9 million in Q3 2013 to $6.9 million in Q4 of 2013. Biotechnology continues its lead with $91 million in new capital, followed by Industrial and Energy of $35 million, San Diego Software companies at $7 million, Medical Devices ($3 million), Media ($3 million), Healthcare Services ($2 million), Financial Services ($2 million), and IT Services ($1 million).

Achates Power


Auspex Pharmaceuticals


Sitari Pharma

Lumena Pharmaceuticals



Inception 4

Rempex Pharmaceuticals








SAkincential Sciences


Abide Therapeutics

Freedom Meditech
























 Venture Firms Investing in San Diego Companies

Adams Street Partners – (really smart dudes. Robin Murray is the best!)
Alta Partners
Anthem Venture Partners – (Brian Mesic is a big supporter of the SD tech scene)
ARCH Venture Partners
Avalon Ventures
Balderton Capital
Bay City Capital
Cardinal Partners
City Hill Ventures
CMEA Capital
DFJ Frontier
Domain Associates
Foundry Group
Frazier Healthcare
InterWest Partners – (good people here. I know them)
Madrone Capital Partners
Montreux Equity Partners
Panorama Capital
Pappas Ventures
Polaris Ventures  (Great firm, smart people)
Promus Ventures
Right Side Capital
Rockport Capital Partners
Sequoia Capital
Silicon Valley Bancventures
Social Leverage
SV Life Science Advisers
Tech Coast Angels
Thomas McNerney
Triangle Peak Partners (also invested in TakeLessons.com)
True Ventures
UPS Strategic Enterprise
Versant Ventures

How to Raise the Series A

By Start Up San Diego, Venture Capital No Comments

Needing to raise a Series A round for your startup? Join me at the San Diego Venture Group panel next Thursday: http://www.sdvg.org/seriesa/

The Series A Crunch

Photo courtesy of PandoDaily.com

September 19, 2013  7:00-9:00 am  Hyatt La Jolla

Much has been written about the “Series A crunch”.  Yet entrepreneurs continue to bring home the cash.  (Just follow the SDVG tweets for some examples!)

Come hear from those who wrote the checks and those who got the money about just how they did it!

VCs, angels, or corporates?  How can you launch your company’s fundraising to the next level?  PitchFest winner Steve Cox of TakeLessons.com will guide you through the fund-raising maze with our panel of experts:

THE VC:  Brian Mesic, Anthem Ventures

THE ANGEL:  Howard Lindzon, Social Leverage

THE CORPORATE GUY:  Quinn Li, Qualcomm Ventures

Please note:  This event will be held at the Hyatt Regency La Jolla- 3777 La Jolla Village Dr. San Diego CA 92122.

This event is FREE to SDVG Members.
Non-member fee is $50.

Meet LaunchPad LA at the San Diego DLA Piper Office

By Start Up San Diego, Venture Capital No Comments

Launchpad LA is coming to SD.  Launchpad LA is ranked the #5 accelerator in the United States by Forbes, has the highest median funding rate of any accelerator in the world according to Seed-DB, and is described by PandoDaily as “the top accelerator in Southern California”.

Graduates of the LaunchPad program have raised over $110M since its launch in 2009.  LaunchPad offers each accepted company into its classes a $100K investment, as well as a number of other perks, including free office space.

Would you like to join DLA Piper and Sam Teller, the founder and Managing Director of LaunchPad LA, for an informational lunch to learn more about LaunchPad and opportunities to join its up-coming class?

WHO:               San Diego Startups and LaunchPad LA’s Sam Teller

WHEN:             Wed., Sep. 11th at 12:00pm

WHERE:           DLA Piper LLP  – 401 B St.- 17th Floor

RSVP:              Carol Miller at “carol.miller” at dlapiper (dot) com

** Note: LaunchPad is NOT looking to have companies move from San Diego to LA. Rather, the companies chosen would come up to LA for the accelerator classes and be introduced to investors in the LA area.


I just got a note from Jody Green on a cool event happening before the LaunchPad event:

Hi there Steven,

We are having the first 1 Million Cups event in San Diego on Wednesday and we’d love to invite all those that will be attending the Launchpad event to come to the 1 Million Cups event in the morning and then offer to let them work from Co-Merge before the Launchpad event.
Love, Jody Greene

LaunchPad LA in San Diego