I like to do new things
Entrepreneur. Maverick. Sensei.
What I Do
Download my resume
My super power is building successful technology companies and creating new engines of growth for established companies
I am an experienced 10x+ entrepreneur and 5x Fortune 500 executive. I founded Maverick Direct Marketing Holdings, one of the first startup studios in the U.S. We created five profitable startups in a row with a total of just $5K of invested capital, a feat that has a one in 32 quadrillion probability of success (1/(2000^5) = 32x10^15). Our startups were in direct-to-consumer (DTC) marketing, adtech, marketing tech, e-commerce, consumer data, machine learning (ML) and artificial intelligence (AI). Collectively, these startups generated a 1,460x cash-over-cash return. I formalized the studio model by founding InsightStudios, a second startup studio, with a small team of supportive investors. We developed four startups in consumer data, in-real-life social media, transportation and education. As a team, we identified meaningful Customer problems, solved them with technology and built scalable businesses around them. Through the ups and downs of the startup journey, I’ve developed an intuitive ability to understand what Customers want and provide it in a compelling product or service that generates profitable growth.
In addition to my startup ventures, I’m an experienced product visionary and product leader with a proven track record of success at five Fortune 500 companies including Amazon, Experian, AT&T Wireless, Proctor & Gamble and Yesmail. Most recently, I worked as a Senior Leader in Amazon’s e-commerce business where I led the creation and launch of a new business to address a multi-billion dollar B2B market opportunity. I created new $1.5 billion business in just 90 days at AT&T Wireless and transformed the wireless industry into what is it today. I helped turn around Yesmail, the first publicly-traded email marketing company, by developing breakthrough products, achieving profitability for the first time in company history and successfully selling the business to InfoUSA in 18 months creating $30 million in incremental enterprise value with no additional capital. I helped successfully turn around a $60 million division in less than 12 months at Experian by creating new engines of growth enabling our Customers to new levels of data integration across the enterprise. I started my career as an engineer in product development at Procter & Gamble which was a formative experience where I learned how to get insights from Customers and turn them into innovative products and business models.
My background combines startup experience together with a proven track record of growing business units within large companies. My intense focus on Customers, combined with the ability to develop innovative business models that scale, helps make me an effective leader, innovator and value creator.
“David has a unique ability to make you believe in what you are doing. He inspires me to do my best work. Under David’s leadership, I know my work matters. Whenever I talk to him, I always end up believing our plan is going to work. David somehow makes me believe it’s possible.” - Karen Zhang, Data Scientist, PhD, Yesmail.
I collaborate with a team of experienced entrepreneurs who have generated over $4BN in startup exits. In addition to building startups in our studio based on our ideas, we also build startups and create new engines of growth for established businesses. Companies can hire us on a consulting basis or they can invest in a custom-made startup that we create and run with corporate sponsorship.
Education
Harvard Business School
Master’s of Business Administration (MBA) with a focus on General Management, information systems and disruptive Innovation.
Purdue University, School of Engineering
Bachelor’s of Science (BS) in Chemical Engineering. Completed four co-op sessions with Dow Chemical, 3M (x2) and Procter & Gamble while graduating in three years on campus.
Accomplishments
Summary
Founded 10 startups. Seven startups were profitable and three generated exits. Our startup projects created millions in value and generated a 1,460x cash-over-cash return.
Built startups using a proven method of finding product-market fit and scalable business models called Insight-Driven Iteration, a process I created and continue to refine.
Launched new products and created new engines of growth at Amazon, AT&T Wireless, Experian, Yesmail and Procter & Gamble resulting in over $3 billion of incremental enterprise value.
Startups I’ve Founded
e360Insight was a predictive email marketing company. We developed technology that could predict offer click-through rates at the Customer level enabling higher click-through rates, conversion rates and return-on-marketing-investment. The company was profitable in the first two months and grew 202% per year with 48 consecutive months of profitability. We grew the business to over 500 million email messages per month. Successful exit: We sold the company to DealGenius.
BargainDepot was a a discount, e-commerce company similar to Overstock.com. Founded the business with only $5K in startup capital and grew it to $3.0 million revenue in four years. After initial Customer validation, we developed a fully operational pick-pack-and-ship warehouse in Wheeling, IL to fulfill orders from our website. We build all of our e-commerce applications from scratch in order to optimize operational efficiency. Successful exit: We sold the company to DealGenius.
Acquisition Science (A16E.com) was a data company specializing in compiled online consumer omnichannel data. We created the first 250 million record consumer omnichannel database with 100% opt-in permission. Our data was used to connect online and offline data sources for data enhancement, predictive analytics and advanced targeting in online marketing applications. The business was profitable in its first year and was profitable for 11 consecutive years. Successful exit: The business was merged with Datalove in 2016.
LegitLead was a lead scoring SaaS (Software-As-A-Service) business designed to predict inquiry conversion rates from form to paying student in the for-profit education industry. We developed a predictive analytics application based on consumer big data from customer and third-party data sources and breakthrough data science technology and algorithms. Out technology created a 5x improvement in lead conversion efficiency versus Targus, the leading lead scoring service provider and a $4 billion public company. Successful exit: We sold the company to a strategic buy under confidential terms.
Innovation Outpost was a new kind of outsourced professional service designed to develop and scale new, disruptive business models for established business. Visionary CEOs hired us to create new engines of growth based on management team’s vision of where the market was going. We provided startup expertise and incremental management bandwidth which allowed our clients to do new things while continuing to stay focused on the core business. Our clients included Epic Advertising, Procter & Gamble, John Deere, American Family Insurance, Guaranteed Rate, CUNA Mutual Company and SC Johnson.
FounderSensei was a startup school for newbie founders who want to learn how to build profitable startups from scratch. FounderSensei was rated the #1 lean startup training program in the world by UP Global. I started the school as an in-person class and then expanded it to an online learning platform. I invented a scientific method called Insight-Driven Iteration for testing ideas with Customers. I created the school as a give back to the startup community. I suspended the school in 2019 and re-launched it in 2023 as a SaaS business called FounderDojo.
Datalove is a life event data company. We compile consumer data who are experiencing life event changes, like getting married, having babies, getting divorced. We identify consumers who are uniquely open to relevant products and services during these life event changes. We use data to create custom audiences on Facebook and other social media platforms to generate higher response rates, conversion rates and return-on-marketing-investment. The business is currently pivoting to a loyalty platform to create and leverage transactional data.
ComeWith is a cure for loneliness. It’s the best way to make new friends doing things you love. Customers can discover new friends, create and participate in shared experiences, and deepen relationships with friends in an IRL (In-Real-Life) social network. We grew the business to over 12K users in the first six months. We created and ran over 500 IRL experiences in 60 cities in 90 days. We learned a lot from these experiments and are in the process of splitting this startup into five different businesses focusing on larger, adjacent problems in the space.
FounderDojo is a startup school and software company (SaaS) that teaches founders a proven process for getting traction with Customers and cracking the code on their business models. FounderDojo is a refreshed iteration from FounderSensei, which was rated the #1 lean startup training program in the world by UP Global in 2013. Our roadmap includes a self-serve training program for founders, innovation software to help founders find PMF and a fundraising platform. You can learn more as a founder or investor at FounderDojo.com
Joiryde brings a new approach and business model to the car transportation / rideshare space where we provide safer, more consistent and reliable experiences for premium Customers.
I’m probably forgetting a few additional startup projects.
Established Business Experience
Amazon, Senior Leader New Initiative & Entrepreneur-In-Residence (EIR). My primary responsibility was to develop a strategy and business plan for entering a $82 billion market by leveraging Amazon’s on-demand, apparel manufacturing capabilities. I identified the most attractive market segment, conducted in-depth Customer research to understand unmet needs, identified problems to be solved and jobs to be done and developed product requirements designed to earn Customer trust. In addition, I developed a cost-effective, go-to-market strategy and plan that generates $350MM in revenue at 35% contribution margin. I built a four-person startup launch team, secured funding and developed the first version of our product resulting in early Customer traction.
AT&T Wireless, Consumer & Small Business Marketing Leader. Launched a wireless startup to cover the remaining 50% of US population after acquiring McCaw Cellular. Ran marketing for consumer and small business franchise for Midwestern digital PCS region (Chicago, Detroit, Cleveland, Cincinnati) Acquired customers and achieved $20 million in revenue in the first 10 months. Created the AT &T Digital One Rate that became a unicorn business ($1.5BN increase in market cap) in 90 days. Digital One Rate fundamentally changed the entire wireless industry and created the structure that still exists today.
Experian, Vice President Marketing & Strategy. Developed strategic growth plan the $57 million TEC (Telecommunications, Energy and Cable) division of risk, direct marketing and directory assistance products; strategic plan included defining target customer set, priority application areas, product line up and product development strategy to turn business unit into a growth engine for the company. Successfully turned around top-line growth from negative 15% to positive 12% in less than 10 months.
Yesmail, Senior Vice President of Data Services. Turned around fledging email marketing company and achieved profitability for the first time in its history. Primarily responsible for improving operating margins and achieving profitability for a $15MM business. Within first 12 months, new products contributed 45% of total revenue and 60% of total operating income. Successfully turned around business from $6 million annual loss to $1.2 million EBITDA in 15 months with no capital expenditure.
Procter & Gamble, Product Development Engineer. P&G was a formative experience and my first job out of college. I developed new products for the health care consumer goods category under Crest, Scope, Peridex brand names. Projects include business development, global market opportunity assessment, competitive analysis, consumer & professional market research and direct response advertising.
Who I Am
If you’re not growing,
you’re dying
There’s no standing still in life. We are all in a stream of energy and well-being. If you resist the current, it’s going to be a rough ride. Instead, point your boat downstream and go with the flow. Follow your highest excitement and it will lead you to everything you need.
Where did I come from?
I grew up as a middle-class kid in Midland, Michigan. My dad was a Chemical Engineer, artist, painter, author and creator. He was a genius. My mom stayed at home to raise five kids until my youngest brother was in school. Then she studied nursing and worked in medical services to help pay for five kids to go to college.
Money was tight at home so I was encouraged to work at an early age. I was a lawn mower, a house cleaner, a paperboy and a founded a successful painting business in high school. I worked as a janitor at a printing press when I was 13. My parents had to authorize a special work permit for me to get the job. I was also a locker room attendant, a taco bell employee, and the waiter captain at Kappa Alpha Theta sorority in college. I’ve been working my entire life and I love the feeling of accomplishment from a job well done.
I was a good student. I got A’s in almost all of my classes. I was a quarterback, free safety and captain of the football team. I’ve been in leadership roles my entire life. I like to lead by example by solving problems with my intellect and applying a strong work ethic to whatever I’m focused on.
