Jacob Mullins

My thoughts, or lack thereof...

Transform your life into a bowl of Cherry.com-ies

One of the things venture investors get to do is help their companies form their teams, crystallize their vision, and turn the idea into reality. Where the rubber meets the road is the individuals that join the team and choose to spend their time and talents building the product. At Cherry.com, we couldn’t be more excited about the opportunity to re-invent the carwash industry, by flipping it on its head and bringing the highest quality carwash directly to you.

The first step of this is the mobile & location based technology that enables the carwash to be ordered. To this end the team is hiring for three specific roles:

Rubyist/Rails Engineer

We’re looking for a Ruby on Rails Engineer who’s ready to roll up their sleeves and get their hands dirty with web, mobile, and geo technology. Must live, eat, sleep, and breathe MVC.

Front-End Engineer

We’re looking for a badass front-ender who’s heavy into Javascript and RoR, has a good sense for front-end design, and loves optimizing site-performance and user-experience across web and mobile. Must love clean codebases.

Data Engineer/Architect

We’re looking for an awesome Data Engineer with a strong analytics background who loves nothing more than designing and building data warehouses and solving complex problems with metrics. Must love BIG DATA.

This is a special opportunity to join a still small, and unique team in creating a delightful product and experience. You’ll get to have a meaningful effect on the product and would join the team from their very hip loft-office in San Francisco’s SoMa neighborhood.

For more info on the company, hear about it from CNN, TechCrunch, TheNextWeb, or the Wall Street Journal, and of course, real customers on Twitter.

If you are an engineer interested in one of these roles please drop me a line with a brief background and experience, or if you know someone that’s interested, please point them my direction. If you help find someone who ends up working at Cherry, we’ll do something ridiculously-super-awesome for you that you’ll love, and a free carwash. ;) Thanks!

How to amp up your morning panel? #tooinsidery SXSW drinking game

Well, I’m at the Google Discovery House to take part in a panel called “Why didn’t I think of that?” talking about some of the outrageous marketing stunts some of us SX veterans have seen over the years. In order to amp this up, include the audience, and make use of the customizable Bloody Mary bar.

Thus here’s the #tooinsidery SXSW drinking game:

Anytime any of these people (any part of their name or allusion) are mentioned drink one: Dennis Crowley, GaryVee, Robert Scoble, Sarah Lacy, Brian Solis, Ashton Kutcher

Every time SXSW is credited for launching either Twitter and/or Foursquare, drink one; if both mentioned in same comment, drink three.

Every time someone mentions a sketch-ass thing that occurred in the Hilton Lobby, drink one.

Every time someone refers to anyone else with just their twitter handle, drink one.

Every time someone says “my panel” drink one.

Every time Pete Cashmore is mentioned, drink two.

Every time Uber is mentioned, lock arms with someone and drink.

Any time #snugglemullins or “Scobleized” is mentioned, I finish my drink.

Every time Highlight is mentioned, finish your drink, then punch yourself.

Add more in the comments!

Geeks with Guns - SXSW 2012

For new shooters and experienced shooters alike, I’m putting together a highly selective group of people for a unique shooting event at SXSW 2012, managed by a local professional private security and firearms training firm. At this event you’ll have the opportunity to shoot over two dozen full-auto and exotic weapons including combat rifles and shotguns, suppressed pistols, sniper rifles and more. Most of these firearms are only legal in Texas, so for Californians or other out-of-towners this is a real treat. All shooting will be managed by licensed shooting coaches and firearms safety instructors, and protective equipment, eye and ear protection, will be provided.

This event costs $250 per person, payable before the event.

When: Saturday, March 10, 1pm-5pm (shooting time approximately 2-2.5 hours)
Where: Best of the West Texas Shooting Range, located approximately 45 minutes from the Austin Convention Center and transportation will be provided.
Who: Only 10 participants, a complementary and highly selected group of startup industry professionals (entrepreneurs, investors, bloggers, service providers, etc.)
How: To apply for a shooting slot, please email jacobvomullins@gmail.com, and include your name, profession, twitter handle and shooting experience (if any, but none needed).

Sponsorship is available, please email for inquiry.

Emotional Experience (EX): The pinnacle of user and customer experience

Have you ever purchased a product or a service that just makes you happy? And every time you consider using it again, or repurchasing, you’re just happy to pull out your wallet and spend your hard earned money on it? Last week after hearing a company pitch at Shasta Ventures, I remarked to one of my colleagues that you know you have a winning product, when as a customer I’m immediately compelled to start shelling out cash. It got me to thinking, what is that feeling, where does it come from, what companies evoke it, and can it be productized?

In traditional service level businesses this Emotional Experience is key to driving customer loyalty and return visits. Think of the experience you’re provided at a five star hotel establishment, Four Seasons, Ritz-Carlton, St. Regis. Somehow the staff always knows your name, never says no, and surprises you with amenities before you think of asking for them. Think of dinner at a top restaurant: the sultry ambiance, the amuse-bouche courtesy of the chef, a small army of attendants providing an immaculately timed experience – not to mention the food. These services depend on the demeanor, attitude, and performance of their employees to satisfy this high level of EX. Can this, and does this, exist in technology products?

Lately, I’ve found myself becoming a more frequent user of technology products that provide a high level of Emotional Experience (EX). Companies like Uber stroke my ego, making me feel distinguished and dapper. TaskRabbit makes me feel efficient with my time.  UrbanDaddy makes me feel debonair, like a San Franciscan James Bond. The magic of Cherry brings me pure joy as I walk out to my sparkling-clean car, washed while I worked at my office. Instagram makes me feel like a romantic photographer. 8mm makes me feel like a coy New York film student. My iPhone makes me feel innovative and sharp. Warby Parker makes me feel intelligent and classic. What is it that each of these companies have done? 

This grouping of companies spans the spectrum of industry: from hardware, to software, human services, even eyeglasses and car washes. Yet what makes them similar is that each of these companies has spent precious time going beyond traditional product UI and UX excellence. They take the entire customer experience into consideration and create an EX around the product to build a stickier and emotionally compelling brand. In fact, customers are actually spending more money on these services, than their traditional counterparts, so it seems that a high level of EX may even yield higher revenue and margins. 

By gripping their customers with a strong Emotional Experience, technology companies are not only building a loyal user base, but also harnessing customer excitement to be their strongest evangelists. As venture capital investors focused on product and high level end-user experience, I’m intrigued at how I may apply the filter of Emotional Experience (EX) to companies within the Shasta Ventures Portfolio, as well as new companies that we have the opportunity to meet with in the future.

Leaving Microsoft: From Redmond to Sand Hill Road

After nearly three years at Microsoft, based in San Francisco and focused on our BizSpark startup business, I’ve decided that it’s time to move on and begin the next chapter. I will be joining early stage venture capital firm Shasta Ventures on July 11, 2011.

The past three years at Microsoft have been an incredible experience. I’ve worked with some of the smartest people I’ve ever met, had the opportunity to shape and launch global programs, and be inside of one of the world’s largest corporations as it strategizes, builds, and launches products which affect hundreds of millions of users. What continues to boggle my mind is the sheer scale at which this company operates. We’re not just an operating system software manufacturer, or just a database software company, or just a cloud services provider, or just an email service provider, or just an advertising company, or just a search engine, or just a gaming console manufacturer with one of the largest online communities of gamers, who recently set the record for the fastest-selling consumer electronic device in history. We don’t just help enable students to succeed, or workers to be productive, or banks to be secure, or intelligence agencies to be operational, and cities to be efficient. We do all of it. And it all needs to work, flawlessly. That is a big job.

I’ve had the great opportunity to work with some of our highest potential BizSpark startups, providing support and a tangible roadmap to success by helping connect the dots for them both inside, and outside, of Microsoft. It’s been an absolute pleasure working with the entrepreneurs behind companies like Huddle, LiquidSpace, Rally (née Piryx), Nutshell Mail, Apprenda, Lymbix, Spoke, SocialShield, and partner organizations like StartupWeekend, The Kauffman Foundation, Founder Institute, Orrick, and many many more.

It hasn’t always been a walk in the park. Having evangelized and marketed Microsoft products in Silicon Valley, and other startup hotbeds, I’ve received more than my fair share of snide remarks, insolent quips, and laughing fits in my face. However, over the past three years we’ve seen some incredible traction and positive change in how startups perceive Microsoft in general. We began at ground zero with not much more than spoken word and a banner, and through the tenacious leadership of Dan’l Lewin, we designed and executed a program specifically for startups. The first of its kind at Microsoft, BizSpark provides software, support, visibility and business development opportunities for startups around the world. We now have over 40,000 actively engaged startups in over 100 countries.

I’m not one to shy away from big obstacles, most of my life I’ve been creating new things, and I work best where I have a set of objectives and an undefined path to get there. I thrive at the opportunity to jump in head first, work tirelessly, and can make a tangible impact on the direction and growth of a business.

This is why I’m thrilled to be joining Shasta Ventures. The founding team, Tod Francis, Rob Coneybeer, Ravi Mohan and Jason Pressman have done a phenomenal job building their 6-year old “upstart” firm into an active, well-regarded Sand Hill Road VC firm with an outstanding portfolio including: Mint, LiquidSpace, TaskRabbit, Gowalla, Smule, Zuora, Spiceworks, and more. The team, which also includes Austin GroseSean Flynn and Joe Ryan, has brought together their decades of consumer, technology, and investing experience to assemble a firm with an absolute focus on the entrepreneur making a point of always being personally available and quick to provide assistance wherever needed. I have been struck by how genuine and truly approachable each member of the team is. Their honesty, transparency, and lack of ego are extremely important traits of a team that I’m soon to consider myself a part of.

In my role at Shasta Ventures, I will be tasked with meeting the best entrepreneurs with the biggest ideas, helping evaluate startup ideas as candidates for investment, and keeping a finger on the pulse of the industry to identify shifts and new trends as quickly as possible. To me, it’s a dream job, and I can’t think of a better firm or group of people to be joining.

I want to thank the many, many people at Microsoft who have contributed to my experience and believed in me enough to entrust me with some big-ass responsibilities, including Dan’l Lewin, Cindy Bates, Mark Hindsbo, Cliff Reeves, Matt Thompson, Joshua Waldo, and Michael Francisco. I look forward to keeping a close relationship with Microsoft, and all of my friends, in my new role at Shasta Ventures.

Beginning July 11, I’ll be on the lookout for the most innovative companies, strongest teams, and biggest ideas around. If you think there’s something I should see, let’s connect! Email me at jacob at shastaventures dot com; I’m @jacob on twitter, so reach out, let’s catch up, and let’s talk about the future.