Landon Howell | A blog about startup marketing



The Covid-19 Spend Index
Apr 28 2020  •  0 comments

Interesting data from Cardify on US credit spend in the wake of Covid-19.

Covid-19 Spend Index



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The Burn Multiple
Apr 28 2020  •  0 comments

Great article and a unique perspective as to how startups should think about burn, runway, and growth in the challenging months ahead.

The Burn Multiple

In a tough fundraising environment, it won’t just be growth but the efficiency of growth that are seen as the key indicators of startup performance. Tracking the Burn Multiple is an easy way for founders to make sure that burn isn’t getting ahead of traction. Over time, it also reveals important information about whether incremental spend is working.



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Brian Chesky’s incredibly transparent interview
Apr 23 2020  •  0 comments

Brian Chesky, Airbnb Co-Founder & CEO, gave an interview with Masters of Scale who has launched the new podcast Rapid Response in the wake of COVID-19. The conversation was an incredibly transparent breakdown of what took place over the span of 3 weeks from mid-March to early-April, 2020. You can read the transcript here.

“One of the most important things for me was to be optimistic. I had to carry this balance of being honest about how bad it was — and it was really bad — with this spirit of optimism, because as a leader what most people look to me to understand, if things were going to be okay. And if I was completely freaked out, they would be completely freaked out.”

  • The first week of March, Airbnb was preparing to go public.
  • They were also planning a major launch, scheduled for June 4. (Unclear if those two are related.)
  • Airbnb had more than $1B in reservations that guests wanted to cancel. Until the job is completed, that money is still considered the guests’.
  • 50% of Airbnb hosts depend on the service to pay their rent or mortgage.
  • Airbnb allocated $250M of its own money to hosts to cover a portion of the cancellation fees.
  • Airbnb voluntarily employees donated over $1M worth of travel coupons/credit to hosts. (Travel credits are a perk given to employees for use on the service.) Airbnb leadership added another $9M to that number, then formed a Relief Fund for “super hosts.”
  • Airbnb was able to mobilize hosts who implored Congresspeople to include hosts in the CARES Act.
  • They created Frontline Stays for essential personnel, which now has more than 100K locations. Chesky put in $2M of his own money.
  • Raised $1B from Silver Lake and Sixth Street Partners.
  • “The emotions you have are contagious, and if I was optimistic and said ‘We’re going to get through this,’ and said, ‘You know what, we’re going to be better because of this. In every crisis is an opportunity to make you stronger. What doesn’t kill you makes you stronger. Everything bad that ever happened to me, I learned from.’ Well, that’s what this is going to be.”
  • Airbnb was cash flow-positive in 2016 through 2019.
  • Airbnb hosts have now earned $100 billion dollars.
  • Airbnb hosts have hosted 750 million guest arrivals.
  • Airbnb now has 4 million hosts.


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    Women are the frontline
    Apr 23 2020  •  0 comments

    While reading this article the following stats jumped out…

  • 1 in 3 jobs held by women are essential
  • Women represent 90% of nursing and nursing assistant jobs, most respiratory therapists, the majority of pharmacists and the overwhelming majority of pharmacy aides and technicians
  • 66%+ of supermarket and fast food workers are women
  • Nonwhite women are more likely to be performing essential jobs than any other group


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    Public Transportation Ridership in the Age of Coronavirus
    Apr 23 2020  •  0 comments

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<p><a href=Moovit Public Transit Index is analyzing the impact of Coronavirus on public transportation ridership, relative to the typical usage before the outbreak began.

    I was surprised by the top three, but I assume that NYC/New Jersey is seeing a smaller drop — though still a massive drop — due to the inherent dependency on public transportation compared to other markets.

    • San Francisco/San Jose: -80.7%
    • Seattle/Tacoma: -79.2%
    • Boston: -77.5%
    • NYC, New York/New Jersey: -75%
    • Miami: 74.4%
    • D.C./Baltimore: -71.8%
    • Chicago: -70.9%
    • Los Angeles: -68.9%
    • Philadelphia: -58.9%
    • Others: -68.7%



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    Teens are covered in Nike and filled with cheese
    Apr 15 2020  •  0 comments

    Piper’s annual survey of US teens. Some things I thought were interesting…

  • Nike has a big lead in Clothes, and dominates in Shoes.
  • 85% use Instagram (#1), with only 31% using Facebook (#4). (Side note: Would love insight as to what percentage of all people, especially teens, are aware that Instagram is owned by Facebook.)
  • They love cheese. The #2, #3, #4, and #5 snacks are all cheese-flavored products.
  • YouTube and Netflix are neck and neck, with Cable a distant 3rd.
  • 86% of teens expect an iPhone to be their next phone.
  • Crocs (!) gains notable share, jumping to the #7 preferred footwear brand.


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    Coronavirus Consumer Sentiment
    Apr 15 2020  •  0 comments

    McKinsey released survey results for US consumer sentiment during the coronavirus crisis. Numbers are from surveys conducted from March 30-April 5. Here are some highlights…

  • 92% of people believe it will take 2+ months to return back to normal, which is up 3% from the week prior.
  • 37% expect the economy to rebound within 2–3 months. Those making $100K+ per year are the most optimistic.
  • 46% say they will reduce their spending over the next two weeks, and 44% are delaying purchases given the uncertainty of the economic outlook.
  • Consumers are starting to adopt new behaviors, such as shopping new websites for basics (15%), changing primary grocery stores (13%), adopting curbside restaurant and store pickup (10% and 8%), and trying video conferences for professional and personal reasons for the first time (9% and 8%).
  • Source: US consumer sentiment during the coronavirus crisis



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    The cost of a 30-second TV commercial for every Super Bowl
    Feb 1 2019  •  0 comments

    2019: $5,250,000
    2018: $5,200,000
    2017: $5,100,000
    2016: $5,000,000
    2015: $4,500,000
    2014: $4,000,000
    2013: $3,800,000
    2012: $3,500,000
    2011: $3,100,000
    2010: $2,900,000
    2009: $2,800,000
    2008: $2,700,000
    2007: $2,600,000
    2006: $2,400,000
    2005: $2,300,000
    2004: $2,200,000
    2003: $2,100,000
    2002: $1,900,000
    2001: $2,100,000
    2000: $1,900,000
    1999: $1,600,000
    1998: $1,300,000
    1997: $1,200,000
    1996: $1,085,000
    1995: $1,150,000
    1994: $900,000
    1993: $850,000
    1992: $850,000
    1991: $800,000
    1990: $700,000
    1989: $675,000
    1988: $645,000
    1987: $600,000
    1986: $550,000
    1985: $525,000
    1984: $368,000
    1983: $400,000
    1982: $324,000
    1981: $275,000
    1980: $222,000
    1979: $185,000
    1978: $162,000
    1977: $125,000
    1976: $110,000
    1975: $107,000
    1974: $103,000
    1973: $88,000
    1972: $86,000
    1971: $72,000
    1970: $78,000
    1969: $55,000
    1968: $54,000
    1967: $42,000



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    Some Podcasts I Really Like
    Jun 15 2014  •  0 comments

    My favorite podcasts at the moment, so maybe you’ll like ‘em too. I currently use Instacast, though I’m waiting with bated breath for Marco Arment’s Overcast.

    99% Invisible
    Because quality short stories are welcome any day of the week.

    My Brother My Brother & Me
    Because family, comedy, and bad advice are the founding principles of Amercia.

    Let’s Make Mistakes
    Because critical thinking is important even to non-designers.

    The Talk Show
    Because technology is Apple, and Apple is technology.

    Star Talk Radio
    Because the universe is big and scary and fun.

    The Solid Verbal
    Because college football.

    StatCorner Podcast
    Because in the world of quality Mariners podcasts there is only one.



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    This video by WBRC of Alabama in the 80s is amazing: “Tell ‘Em Alabama Is Great”
    Oct 29 2013  •  0 comments



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