Introduction to Guillermo Salazar from IrisCX

Q: Could you introduce yourself and your startup?

A: Absolutely. I’m Guillermo Salazar, the person behind IrisCX. We’ve developed a visual customer experience platform designed specifically for home builders and home product companies. Our platform aims to revolutionize the way these businesses interact with their customers, enhancing both service quality and customer satisfaction.

Q: How did the idea for your startup come about?

A: It all started with a personal frustration. My car was trapped in my garage for three days because of a malfunctioning door. When the service technician finally arrived, all he did was give the mechanism a solid whack with a hammer, handed me a $300 bill, and the door started working again. He mentioned something that stuck with me: if I had been able to see what he did, I could have easily fixed the issue myself without needing him to come over. That experience was the spark that led to the creation of IrisCX. We wanted to address this gap by providing a solution that would allow customers to solve simple problems visually, without the need for an on-site service call.

IrisCX founder

Discovering Forum Ventures

Q: How did you get involved with Forum Ventures?

A: Our journey with Forum Ventures began rather serendipitously. We attended one of their local office hours, where I had the opportunity to meet Jonah Medanik, the Managing Director. Our conversation flowed naturally, and there was an instant connection. It was Jonah’s direct and candid feedback on our startup that really made an impression on us. He pointed out areas we needed to address with such clarity and bluntness that we were compelled to apply to the accelerator. Beyond Jonah, the program introduced us to a network of impactful partners who have since played a significant role in our growth. It was this initial interaction and the promise of valuable partnerships that drew us to Forum Ventures.

Navigating the Application Process

Q: Can you recall the application process for Forum Ventures?

A: The application process for Forum Ventures was notably straightforward. It began with submitting an application form through their platform, followed by a series of interviews. These steps provided us with the opportunity to delve deeper into our startup’s vision and potential, allowing both parties to assess compatibility and how the accelerator could aid in our growth.

Understanding Forum Ventures’ Funding Approach

Q: How does funding work with Forum Ventures?

A: At Forum Ventures, the funding mechanism when we joined, back in 2020, involved an initial investment structured as a SAFE note, based on a million-dollar valuation. This meant receiving an upfront cash investment, which in our case was $100,000 USD. This investment was in exchange for equity in our startup. It’s important to note that the specifics of Forum Ventures’ funding approach, including the accelerator and studio models, might have evolved since then. They had a traditional batch system for the accelerator, which has transitioned to a rolling intake, and they also operate a pre-seed level fund. While I’m not entirely up-to-date on their current practices, I believe they continue to provide financial support to startups entering their programs.

The Daily Grind at Forum Ventures During COVID

Q: What was a typical day like in the program?

A: Our experience with Forum Ventures was somewhat unique due to it being during COVID, which meant our daily routine was different from the norm. The program spanned 16 weeks, with structured programming every other day. This included intensive sessions led by incredible coaches from across the U.S., each bringing a wealth of experience. The schedule was rigorous, culminating in pitch days and investor weeks towards the end. Forum Ventures was instrumental in coordinating these crucial events, ensuring we had the opportunity to present our venture to potential investors.

Key Highlights from Forum Ventures’ Program

Q: What aspect of Forum Ventures’ program stood out to you the most?

A: The standout feature of Forum Ventures for us was its ability to illuminate a path through the startup wilderness, especially at the pre-seed stage. Starting out, it’s like wandering in a dark room without a clear sense of direction. Forum provided a roadmap, outlining what needs to be done and when, a clarity that’s hard to come by when you’re cobbling together insights from podcasts and second-hand advice. This structured guidance, coupled with personalized feedback on our interpretations and application of their lessons, was invaluable. It saved us considerable time, effort, and resources, steering us away from potentially costly missteps.

Areas for Improvement at Forum Ventures

Q: Looking back, is there anything you feel Forum Ventures could improve upon?

A: Reflecting on our time with Forum Ventures, which was about three and a half years ago, it’s important to acknowledge that they were still in their early stages, with us being part of the second batch through their accelerator. At that time, certain aspects were still being fine-tuned, and the program was navigating its scalability and operational efficiencies. Despite these growing pains, the dedication and quality of the people involved were undeniable. Their commitment and expertise instilled a strong belief in their approach and future success. It was clear they were doing incredibly valuable, albeit unscalable, things at that stage, which laid a strong foundation for both their and our growth.

Lasting Lessons from Forum Ventures

Q: Could you share a key lesson from Forum Ventures that has significantly impacted your company?

A: One of the most valuable lessons from our experience with Forum Ventures is the profound level of emotional and tactical support they provide. Being an entrepreneur is an incredibly challenging journey, and the unique support from Forum is irreplaceable. They excel not just in preparing your company for success but also in coaching and developing you as a leader. Their commitment to shaping, teaching, and fortifying entrepreneurs is unparalleled. Forum’s ability to be a source of light during the darkest times for a startup sets them apart. This level of dedication and support has had a lasting impact on our company and on me personally, demonstrating their unmatched capability to guide startups through their most challenging phases.

Forum Ventures’ Approach to Leadership Training

Q: Does Forum Ventures place emphasis on leadership training?

A: Yes, Forum Ventures indeed takes leadership development seriously, but it’s essential to understand that their approach is highly individualized, especially considering the pre-seed stage of the companies they work with. Given the nature of this stage, where companies are still in their infancy, some may not even make it through the cohort. My leadership training experience with Forum has been incredibly valuable, yet it’s worth noting that this training was sought after rather than formally programmed. This personalized approach to leadership development is crucial, as not every startup will survive or receive the same level of attention and resources. Forum’s method acknowledges the varied needs and trajectories of the startups they invest in, offering targeted support to those ready to receive it.

IrisCX’s Ongoing Partnership with Forum Ventures

Q: What has been the nature of your relationship with Forum Ventures after completing the accelerator program?

A: Our relationship with Forum Ventures has been incredibly supportive and multifaceted, extending well beyond the accelerator phase. They’ve played a crucial role in our fundraising efforts, offering guidance on coaching, language, and positioning. Whenever we face decisions that warrant a second opinion, Forum is there to provide insight. We’ve benefited from the wisdom of managing directors across Forum’s network and the platform team, particularly in streamlining our fundraising processes. I find myself visiting Forum’s offices bi-weekly, even four years after graduation, to brainstorm with managing directors. These sessions are invaluable for generating ideas, shaping strategy, and de-risking decision-making. Our enduring connection with Forum Ventures underscores their commitment to our long-term success, offering a testament to the depth of support they extend to their alumni.

The Impact of Forum Ventures on IrisCX’s Success

Q: To what extent do you credit Forum Ventures for the success of IrisCX?

A: Undoubtedly, Forum Ventures has been a pivotal force in our journey. Their involvement has significantly mitigated the challenges and risks associated with growing a startup. While it might be overly modest to say they’re entirely responsible for our success, their influence and support have been critical. Forum Ventures has not only invested financially but has also provided invaluable guidance, mentorship, and resources that have facilitated our growth. Their belief in our potential and their dedication to our progress have been key components of our achievements. In essence, Forum Ventures has been an indispensable part of the sequence of events leading to our success, making the journey less daunting and more achievable.

Equity vs. Non-Equity Accelerator Programs: A Founder’s Perspective

Q: What’s your stance on accelerator programs that require equity versus those that don’t?

A: My experiences with both equity and non-equity accelerators have led me to a firm belief in the superiority of equity-based programs. The analogy of the bacon and egg breakfast illustrates my point perfectly: just like the pig’s commitment is total, equity signifies a profound level of commitment from both sides. Equity creates a tangible alignment of interests, ensuring that the accelerator is genuinely invested in the startup’s success. This alignment is crucial for fostering a relationship where both parties are deeply committed to achieving shared outcomes. In contrast, non-equity accelerators may lack this level of commitment, potentially diminishing their effectiveness. I’m skeptical of programs that charge fees or don’t take equity, as they seem less likely to produce the same level of engagement and success. Ultimately, the exchange of capital for equity not only signifies a financial investment but also cements a partnership geared towards mutual success.

Mentorship Dynamics in Accelerator Programs

Q: Did mentors offer advice freely, or did they expect equity in exchange?

A: Mentors in the accelerator program generously shared their advice without expecting anything in return. The program fostered an environment where knowledge and guidance were freely given, emphasizing the value of open mentorship. However, for those interested in deepening their engagement with a mentor, opportunities for more formal relationships were available, sometimes involving equity or other forms of commercial engagement. This approach not only facilitated valuable connections but also underscored the program’s commitment to fostering genuine investment and interest among its participants. The premise here is straightforward: while advice is freely given, the option for a more committed, possibly equity-based relationship exists, aligning with the program’s goal to create meaningful and productive connections. This blend of open mentorship and potential for deeper engagement reflects a practical understanding of the dynamics within startup ecosystems, where both knowledge sharing and strategic partnerships are key to success.

Perspectives on Equity Exchange for Mentorship

Q: What are your thoughts on accelerators that involve mentorship with an equity exchange?

A: The concept of exchanging equity for mentorship within accelerators is strategic and beneficial when properly structured. Typically, this exchange doesn’t involve direct shares but is managed through an option model within the Employee Stock Option Pool (ESOP). This approach is pragmatic, as startups would otherwise need to compensate for the mentor’s insights, knowledge, and skills, potentially through hiring. Allocating equity as an option aligns interests without diluting the founder’s control disproportionately. Concerning potential conflicts of interest, an equity-based relationship can, in fact, mitigate such issues. When mentors have equity, their success is directly tied to the company’s success, encouraging a deeper commitment to the startup’s long-term success. This alignment ensures that mentors are invested not just in providing immediate advice but in fostering the overall growth and success of the company. Thus, the equity model for mentorship eliminates the temptation for mentors to prioritize short-term gains over sustainable growth, ensuring that those with “skin in the game” are genuinely committed to the company’s future.

Advice for Aspiring Accelerator Applicants

Q: Any advice for entrepreneurs considering applying to Forum or similar accelerators?

A: The journey of entrepreneurship often comes down to a fundamental choice: Do you want to be rich, or do you want to retain absolute control (be king)? This question highlights the necessity of sharing equity to enhance your startup’s chances of success. It’s a strategic move that can significantly de-risk your venture’s path forward. The trade-off of equity for support, resources, and guidance is not just about relinquishing control; it’s about leveraging collaborative growth to ensure survival and success in a competitive landscape.
Attempting to navigate the startup ecosystem alone is a daunting and, statistically, riskier path. While it’s true that some entrepreneurs manage to succeed on their own, the odds are challenging. Accelerators like Forum play a crucial role at the pre-seed and seed stages, not only by distinguishing potential winners from the rest but also by providing the necessary coaching, mentorship, and network opportunities that are often critical for early-stage growth.
Embrace the opportunity to share your vision and equity with those who can contribute to your journey. Accelerators offer a supportive environment where you can learn, grow, and significantly improve your odds of success. It’s about making informed decisions to mitigate risks and capitalize on the collective expertise and resources that accelerators provide.