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⭐ Highlights from Mike and Lena's AMA
(edited for clarity)

What are your backgrounds?

MIKE: I started as a chef at Joel Robuchon, a Michelin two-star spot, then transitioned to data science at Wynn and Encore casinos, managing betting strategies and gaming data. Now, I’ve combined my passions for retail, food, and data in the startup world.
LENA: I’m a former architect specializing in retail and hospitality design, with a deep passion for branding and CPG companies.

What are you building with Cohere Commerce?

MIKE: A few years ago, Lena and I bought a retail market, becoming our own buyers. We’d get pitched by 200 brands weekly, all with great reviews and marketing, but I struggled to differentiate. As a data scientist, I sought data but found none—revealing a huge gap in retail. That inspired Cohere Commerce: a verified reviews and ratings platform for B2B commerce, helping buyers source trusted vendors and make smarter decisions.

Any specific approach on aligning emerging brands and retailers around shared values?

LENA: We work a lot locally in LA, like with Gjusta Grocer, a store focused on quality, clean labels, and supporting minority- and female-owned products. Every month, they ask us, “Any interesting products we can bring in?” Our vendor requests feature lets retailers share what they’re looking for, and we match them with products we’ve seen growing on the platform, helping them discover great new options.

As a marketplace business, which side do you build first?

LENA: Defining the supply side was tricky, as we needed both brands and retailers. We tapped into communities to ensure we had enough users, starting with 50 on each. We focused more on brands first, then shifted to retailers.
MIKE: It’s a balancing act. We track metrics and adjust as needed. Right now, we’re prioritizing retailers with a strong brand pipeline.

What are some of the biggest challenges you faced while launching?

LENA: One big challenge was communicating the value of retailer reviews. Unlike consumer reviews on Trustpilot or Yelp, B2B reviews focus on supplier reliability, market performance, and competition, not just product quality. These insights are unique and hard to get from consumer feedback. It took time to educate our audience, but it was a fun challenge that helped us better understand why we’re building this platform.

Is it possible to build a company as a solo founder?

MIKE: It’s hard to beat the odds alone. Find someone who supports and complements your skill sets. From my experience, having someone with complementary skills and a similar work style makes teamwork better.
LENA: Building a startup is lonely. Sometimes I just need someone to share my stress or help with decisions. Having a co-founder isn’t just about skills, but also mental health.

For the full AMA, click here.

📺 Past AMAs

Missed any of our previous AMAs? No worries! You can catch up on all the guests here.

• Will Drewery, Founder and CEO at Diagon (AI-powered procurement platform)

• Gaurav Seth, Founder and CEO at PierSight Space (maritime surveillance using satellites)

• Tejes Srivalsan, Founder and CEO at Poppin (event-based social media)

• Christie Marchese, Founder and CEO at Kinema (film distribution platform)

• Michael Kapps, Founder and CEO at Sanii (longevity and lifestyle for the elderly)

• Ahmed Mirza, Investor at Techstars Los Angeles (leading startup accelerator)

• Clara Hong, Founder and CEO at Smore (B2B form building platform)

• Luiza Justus, Founder and CCO at Supersocial (gaming for the metaverse)

• Mark Linao, General Partner at Progression Fund (early stage consumer VC)

• David Yi, General Partner at Ethos Fund (early stage VC in Vietnam and the US)

• Fay Wells, Angel Investor and VC in Residence at Techstars

• Christian Dorffer, General Partner at Defiance Capital (early stage VC fund in AI)

• Brent Murri, Partner at M13 (leading consumer VC fund)

• Jorge Garcia, Founder and CEO at Linker Finance (financial platform for community banks)

• Bodin Scepanovic, Partner at SparkLabs Saudi Arabia (startup accelerator in the Middle East)

• Adam Lebovitz, Consumer Investor at BAM Ventures (early stage fund in LA)

• Lucas James, Founder at MenloIQ (Gamified AI Sales Trainer)

• Shane Neman, Investor at Neman Ventures (backer of Impossible Foods, Flexport, Athletic Greens, and more)

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