STARTUP BUSINESS PLAN COMPETITION
2021 IMPACT REPORT
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“We are grateful for Capital One Bank’s commitment to helping Houstonians make their small business dreams come true.” HOUSTON MAYOR SYLVESTER TURNER
“Startup businesses play a critical role in our city’s economic future. This competition supports their development by providing free access to vital business and investment reference resources.” DR. RHEA BROWN LAWSON, HOUSTON PUBLIC LIBRARY DIRECTOR
“For nearly a decade, Liftoff Houston has provided Houstonians with coaching, mentorship, and a wealth of information about how to succeed as an entrepreneur.” MARSHA E. MURRAY, OFFICE OF BUSINESS OPPORTUNITY DIRECTOR
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ABOUT LIFTOFF HOUSTON The Liftoff Houston Startup Business Plan Competition is an entrepreneurial initiative that aims to empower Houstonians with business literacy, education, and mentorship to start their own businesses while contributing to the local growth and sustainability of the Houston economy. Administered by the Houston Public Library (HPL) and the Office of Business Opportunity (OBO), Liftoff Houston, in partnership with key stakeholders, has assisted thousands of aspiring entrepreneurs in the City of Houston. To be eligible for the competition, applicants must be in the start-up phase of their business, which means they must be in operation for less than one year with revenue of less than $10,000. Contestants must live in the Houston city limits, and their business must also operate in Houston. Capital One Bank has been the exclusive sponsor for this event for the past nine years. Upon acceptance into the program, participants attend workshops that cover essential business topics including business planning, marketing, financing, and pitching. The goal is to enable individuals to successfully research and develop viable business plans for their startups. Participants also receive additional support by professional mentors from SCORE Houston and Capital One Bank to further refine their business plans.
Capital One Bank has invested more than $280,000 in seed money to Houston startup entrepreneurs since 2013.
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COMPETITION MECHANICS Liftoff Houston takes place over a 4-month period, beginning with a call for applications during a press conference with Houston's mayor. The event culminates to Pitch Day, where three businesses in each contest category (innovation, service and product) are selected to present their business plan to a panel of judges.
APPLICATION
01
All applicants are required to attend orientation, which details program rules and expectations.
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MENTORING
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Experts from SCORE Houston and Capital One Bank assist contestants in refining their business plans.
WORKSHOPS In 2021, all Liftoff Houston workshops were held in virtually, continuing the format adopted in 2020 due to the COVID-19 pandemic. Starting a Business Business Marketing Business Financials Personal & Business Credit Access to Capital Pitching the Business Product Service Innovation
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WORKSHOPS Mandatory and specialized workshops are essential to create a solid business plan and a compelling pitch. PITCH DAY VIP judges choose three winners who will each take home $10,000. Fan Favorites are also chosen by the public.
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2021 WINNERS
INNOVATION Alina Kravchenko, TonerBum
PRODUCT Krystle Hodge, SafetyKay, LLC
SERVICE Clara Orlean, ClaraTech
The TonerBum is a “U.S. Utility Patented Glute & Leg Toning Dumbbell” that is ergonomically designed to fit behind the back of the leg. This allows the user to safely and comfortably perform donkey kicks, fire hydrants, and other exercises that target key glute muscles in five minutes from the comfort of one’s home.
SafetyKay, LLC, offers products that focus on decreasing fatality and accident rates among children ages 5-11 by teaching them critical health and safety skills. Through the SafetyKay Safety Kits and animated SafetyKay Kid Videos, children will be taught critical safety skills to protect and prepare them against harm.
ClaraTech empowers older adults to better utilize the technology in their lives, allowing them to stay safe, connected, and independent. ClaraTech delivers in-person technology training and assistance to older adults in the Houston area through the use of in-home tech consulting sessions and workshops.
Each winner received $10,000 to start their own business. Fan Favorites, selected by members of the public, each received $500: Maryellen Vargas, Switches - Enjoy Chefs’ Creations from around the Globe at a Food Truck (Innovation); Mary Lynn Fernau, Serendipity Picnic Everything Needed for the Perfect Picnic (Product); and Courtney Booker, Helpful Hearts Transportation - For Your Non-Emergency Transportation Needs (Service).
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COMMUNITY IMPACT A total of 291 individuals registered for Liftoff Houston. Of those registrants, 90 advanced to the competition stage. Another 42 registrants participated in the Educational Pathway. Although they did not compete for the prize money, those in the Educational Pathway completed all required workshops and mentorship sessions in order to receive a certificate of completion. In the competition stage, three winners were selected from among nine finalists during Pitch Day on Nov. 6, 2021. Data collected from participants showed Liftoff Houston made an impact in populations that have been historically marginalized.
PEOPLE OF COLOR
96% 70% FEMALE
MADE BELOW $50,000
67%
NO COLLEGE DEGREE
56%
132 PARTICIPANTS
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BUSINESS PLAN COMPETITION BY THE NUMBERS Eligible applicants compete for a chance to win $10,000 in the Product, Service, or Innovation category. The majority of those who participated in the competition track were female, people of color, and from households making less than $50,000 a year. Less than half of the competitors had a college degree or higher. Most participants were between the ages of 30-39.
INCOME
70,000-90,000 6.8%
EDUCATION Technical School 4.3%
Some College 36.2%
Bachelor's 24.1%
Doctorate 1.7% Graduate 19% High School or GED 14.7%
GENDER Male 31.6%
Above 90,000 10.2%
50,000-70,000 11%
Female 68.4%
Below 50,000 72%
AGE ETHNICITY Middle Eastern 1.7%
50-59 8.5%
White 5.9%
60-70 5.1%
17-29 21.4%
Hispanic/Latino 21.2%
40-49 23.9% Asian 2.5%
African American/Black 67.8%
30-39 37.6%
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EDUCATIONAL PATHWAY BY THE NUMBERS The Educational Pathway is available for those who do not meet the criteria to compete for $10,000. In this category, participants have access to all workshops and mentorship sessions. This option extends the program's educational benefits to areas outside of the Houston city limits.
EDUCATION Technical Bachelor's 6.7% 15.6% Doctorate 6.7%
Some College 33.3%
Graduate 20%
Most participants in the Educational Pathway were also female, people of color, and from households making less than $50,000 a year. Less than half of competitors had a college degree or higher. Most participants were also between the ages of 30-39.
High School or GED 17.8%
GENDER INCOME
70,000-90,000 6.7%
Male 26.7%
Above 90,000 11.1%
50,000-70,000 20%
Female 73.3%
Below 50,000 62.2%
AGE 50-59 15.6%
ETHNICITY
60-70 4.4%
17-29 13.3%
White 2.2% Hispanic/Latino 22.2%
Asian 2.2%
40-49 28.9% African American/Black 73.3%
30-39 37.8%
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2021 TAKEAWAYS 30% of those who did not meet eligibility requirements to compete for prize money participated in the Educational Pathway, and 33% of eligible contestants submitted a business plan. For 2022, Liftoff Houston staff aims to increase the number of submitted business plans by integrating additional check-ins and reminders for key deadlines, including meetings with financial and business plan mentors.
2021 PROGRAM ATTENDEE BREAKDOWN
To increase the number of Educational Pathway participants, staff will include a more comprehensive overview of its benefits during orientation. For example, the Educational Pathway can be used as a pre-requisite for the Houston Community College Business Plan Competition. It is also a free resource for anyone interested in mentorship and completing a business plan.
Orientation
390
Launch Day
1,300
Winner's Panel
303
Workshops
827
Pitch Day
509
Year
Registrants
Applications
Program Attendees*
Eligible Contestants
Educational Pathway
Business Plans Submitted
2013
N/A
268
504
59
N/A
17
2014
336
187
530
86
N/A
36
2015
N/A
159
502
36
N/A
31
2016
329
150
839
36
N/A
34
2017
384
339
2,411
37
N/A
36
2018
495
242
2,332
40
N/A
40
2019
295
160
2,523
34
N/A
16
2020
390
240
2,676
52
75
27
2021
291
139
3,329
46
42
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*Includes total number of individuals who viewed, attended, and/or registered for Launch Day, Orientation, Winner's Panel, Required and Specialized Workshops, and Pitch Day.
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SUCCESS STORIES: BEYOND THE STARTUP PHASE
Jennifer Thai, CEO of Awesome Bites Company, 2016 Service Category Winner, expanded her allergy-friendly and healthconscious bakery to a brick and mortar. She has been featured in more than a dozen press articles, and her products are known and available for shipping nationally.
Lyndsey Brantley, Founder of Camellia Alise, 2016 Product Category Winner, began her business by offering an all natural, vegan, and unisex shaving system designed to prevent razor bumps. She has expanded to operate a day spa and the VIP Mastermind Academy, a business resource for entrepreneurs.
Kiley Summers, Co-Founder of SpenDebt, 2016 Innovation Category Winner, was accepted to Mastercard's Start Path Program in 2021. He will work alongside Mastercard to leverage technology, expertise, and resources to scale his business, which helps families pay off debt, one banking transaction at a time.
Megan Eddings, Founder of Accel Lifestyle, 2017 Innovation Category Winner, created a bacteria- and odor-resistant fabric for her line of fitness apparel. She utilized this technology to expand her business in March 2020 to supply bacteria-resistant face masks during COVID-19 to major corporate clients.
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TESTIMONIALS “The Liftoff Houston experience – from business plan to Pitch Day – has underscored my commitment, conviction, and confidence to launch my new business. The impact of winning Liftoff Houston has redefined for me what PPP truly means: Pivot from Pandemic to Prosperity!” JEROME VIELMAN Kairos Chemical and Distribution 2020 Service Category Winner
27 entrepreneurs have each received $5,000 to $15,000 to start their own businesses since the inception of Liftoff Houston. Thousands more have received the tools, coaching, and mentorship needed to create viable business plans.
“I gained resources and tools to help me establish business credit and to market my business locally. Winning Liftoff Houston has helped me hire more help and pivot during COVID-19.” DAYSHAUN “DAY" EDWARDS Church Space 2019 Innovation Category Winner
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Liftoff Houston Celebrates 10 Years in 2022! With the support of Capital One Bank, and through collaboration with partner organizations and Houston’s small business community, Liftoff Houston has educated approximately 12,470 individuals on business literacy and business plan development over the course of nine years. The City of Houston plans to make an even greater impact for the 10-year anniversary of Liftoff Houston. Prior to COVID-19, Liftoff Houston workshops were strategically held in Houston Public Library branches within Houston’s Complete Communities. An initiative of Mayor Sylvester Turner, Complete Communities aims to improve Houston’s most underserved neighborhoods so that all Houston residents and business owners have access to quality services and amenities. Liftoff Houston's virtual format in 2020 and 2021 expanded the reach of the competition while protecting the health and safety of all involved. While Liftoff Houston workshops will continue to be held in a virtual format in 2022, several aspects of the program will return to an in-person format.
PROGRAM GOALS In-person components for program launch, 10-year anniversary kickoff, orientation, coaching, and Pitch Day Highlight notable Liftoff Houston alumni Focus on engagement between alumni and program participants Introduce value-added initiatives to mark 10-year anniversary Boost marketing and community engagement, including introducing program to possible new demographic
PROPOSED TIMELINE July Program launch with remarks from Mayor Sylvester Turner and Capital One Bank 10-Year anniversary kickoff, including alumni networking & recognition event August Host program orientation and Winner's Panel Complete application period Begin required workshops September Begin mentorship sessions October Submit business plans for review November Pitch Day All award agreements signed by winners December - January All awards distributed
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WINNERS 2013-2020 2020 Innovation Kimberly Jones, Cosmetic Concierge Nurses: Health company providing direct nursing care, care coordination, and health education to cosmetic and plastic reconstructive post-surgery clients. Product Wendell Matthews, Goat + Bear: Business creating plant-derived beard products that assist in eliminating bacteria and fungi, while providing calming aromatherapy. Service Jerome Vielman, Kairos Chemical and Distribution: Chemical company providing fire resistant hydraulic fluids to midstream pipeline companies.
2019 Innovation Dayshaun "Day" Edwards, Church Space: App that connects churches with unused space to event professionals, small business owners, and mobile ministries who need space. Product Chrishaunta Joseph, Hello PCOS: Health company providing a monthly subscription box for women with polycystic ovarian syndrome. Service Sherhara Downing, Level Comm LLC: Communications company offering a public speaking program that goes directly to the homes of women entrepreneurs and professionals.
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2018 Innovation Alphonso Roundtree, Social Bevy: Concierge service that connects users to events and activities tailored to their individual tastes. Product Christopher Wan & Jenna Zhang, Olympus Watches: Watch company that utilizes damaged parts from luxury vehicles to create timeless masterpieces. Service Lauren Wiggins, The Block of Greater Houston: Business that provides an adult special needs day program.
2017 Innovation Henry Keculah, 4.0 GPA: Consulting firm dedicated to giving every student the opportunity to graduate from a four-year university, regardless of race, financial status or ZIP code. Product Megan Eddings, Accel Lifestyle: Fashion company creating odor-resistant, socially conscious fashionable fitness apparel for people who sweat. Service Deidre Mathis, Wanderlust Houston: Boutique hostel, with private and shared accommodations, which is an ideal launchpad for millennial travelers eager to explore Houston.
2016 Innovation Kiley Summers, SpenDebt: Technology company designed to assist people to pay off debt by leveraging micro payments on everyday purchases. Product Lyndsey Brantley, Camellia Alise: Beauty company creating an all natural, vegan, and unisex shaving system to help eliminate ingrown hairs and other skin irritations associated with shaving and waxing. Service Jennifer Thai, Awesome Bites Company: Bakery creating allergy friendly and health conscious goods, born from the belief that people deserve food made with better ingredients that are safe to share.
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2015 Innovation Apurva Sanghavi, Throttle: App that analyzes consumers' financial accounts and builds a plan to save them money. Product Mario Garcia, Mandarino's Café: Business importing specialty, high-grade coffee from a family farm in Honduras to be commercialized among the coffee roasters in Houston. Service Keisha Thompson, Dean's List Fit Club: Business offering school district employees the benefits of stress-free practices, healthier nutrition choices, self- motivational techniques, and exercise programs.
Liftoff Houston has launched businesses in the following industries: retail, merchandise, labor, consulting, software, hardware, market businesses, hospitality, tourism, health and fitness, education, finance, technology and logistics.
2014
2013
Innovation Guy de Carufel, Rave’n Save: Online platform to connect food trucks with their customers.
Unclassified Ricky Johnson and Andyshea Saberioon, PledgeCents: Online platform for fundraising in grade schools.
Product Noe Erazo, Olé Noé: Education company that sells e-books and apps for the speech-language pathology and communication disorders market. Service Jasmin Augustin and Carlos Hernandez, Logistics, Inc.: Logistics business that is focused on office and transportation management.
Unclassified Monica Luna and Kimberly Levicky, ProveFIT: Software platform created for physical fitness and healthfocused businesses. Unclassified Shirley Astwood, Green Bagger Stands: Business providing a reusable green-bags dispenser solution for retailers.
A special thank you to the following organizations, and to the individuals who have given of their time as coaches, mentors, panelists, speakers and judges - all for the benefit of Houston's aspiring entrepreneurs.
To learn more about Liftoff Houston, go to www.liftoffhouston.com. Also follow @liftoffhouston on Facebook and Instagram. This Impact Report was produced by the Office of Business Opportunity and the Houston Public Library.