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          <span class="preheader" style="color: transparent; display: none; height: 0; max-height: 0; max-width: 0; opacity: 0; overflow: hidden; mso-hide: all; visibility: hidden; width: 0;">
           PLUS: 2021 predictions. Brought to you by The Hustle together with Route.
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                  January 23, 2021
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                  TOGETHER WITH
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                  <p style="font-size: 16px; line-height: 20px; margin: 0px; padding-bottom: 10px;">
                   Fun fact: More than 2 out of every 3
                   <em>
                    Hustle
                   </em>
                   readers identify as entrepreneurial-minded. Today’s email is for you -- a short guide filled with business-building tips and tales of successful startups.
                  </p>
                  <p style="font-size: 16px; line-height: 20px; margin: 0px; padding-bottom: 10px;">
                   H/T to our Trends analysts for helping out. If you want more insights like these, give
                   <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                    Trends a try
                   </a>
                   .
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               The Big Idea
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               <img alt="2021 trends" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fgif_21.gif/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 600px; width: 100%;" width="600"/>
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               <h2 style="font-size: 22px; font-weight: bold; line-height: 26px; margin: 3px 0px;">
                What trends will impact businesses the most this year?
               </h2>
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               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                During the early days of the pandemic, our Trends analyst Steph Smith compiled a 67-slide deck titled “
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 COVID-19 Trends: Looking Past First-Order Effects
                </a>
                .”
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                It was one of our most popular reports of 2020 -- and it’s now free for all
                <em>
                 Hustle
                </em>
                readers.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Nine months later, we asked our analysts to share one macro-level or industry-specific question they’re thinking about, and how they see it playing out this year.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <em>
                 Here’s what they had to say…
                </em>
               </p>
               <ol style="font-size: 16px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Amy’s question
                 </strong>
                </li>
                <p align="center" style="padding: 5px 0px 6px; text-align: center;">
                 <img src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252FIsolation_v_Community_w_caption.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 250px; width: 100%;" width="250"/>
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Loneliness, already
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  labeled an epidemic
                 </a>
                 before the pandemic, became even more widespread last year.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The entrepreneurship world seemed to wake up to this, with
                 <strong>
                  $1.37B
                 </strong>
                 of VC money pouring into mental-health startups through Q3, surpassing 2019’s investment of
                 <strong>
                  $1.06B
                 </strong>
                 , per
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  PitchBook
                 </a>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “Community” as a theme was also strong in 2020. From cohort-based courses to online events, a paid community is now the holy grail for any indie maker’s monetization plan.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But does explicit productization of connection and belonging work? Which companies have figured out how to measure results well? And is funding going toward populations that need change the most?
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  With remote work continuing,
                 </strong>
                 companies are taking more responsibilities for employee mental health (see Microsoft’s rollout of
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  wellbeing and productivity features
                 </a>
                 in Microsoft Teams and Outlook, including “virtual commutes” and integration with a mindfulness and meditation app).
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Coworking will return in smaller, more intimate ways, such as an in-person version of
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  Order In Club
                 </a>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Meanwhile, Google searches for “coworking space near me” climbed to 50.9k searches in November, nearly surpassing pre-pandemic numbers.
                </p>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Julia’s question
                 </strong>
                </li>
                <p align="center" style="padding: 5px 0px 6px; text-align: center;">
                 <img src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Flocal_is_lekker_w_caption.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 250px; width: 100%;" width="250"/>
                </p>
                <p class="h2020 ignore-defaults" style="padding: 0px 3px 0px;">
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In South Africa we have a saying:
                 <em>
                  “Local is lekker!”
                 </em>
                 It basically means,
                 <em>
                  “Local is awesome!”
                 </em>
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 With people locked up in their homes and within their national borders, one of the biggest trends of 2020 was the rise of localization -- from shopping to experiences to food.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 I can’t help but wonder how long “local is lekker” will last, if and when international travel resumes.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Will the longing for foreign travel and experiences trump this newfound appreciation of our own backyards? And for how long will small businesses leverage the localism trend?
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 <strong>
                  The data suggests localism may be short-lived.
                 </strong>
                 According to a recent travel sentiment survey,
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  more than half
                 </a>
                 of American travelers would feel comfortable traveling internationally after 6 months of a vaccine becoming available.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Demand for ethnic food experiences is also on the rise: Search interest is rebounding strongly after a significant dip across the board in April:
                </p>
               </ol>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Conveyor belt sushi”:
                 <strong>
                  18.1k searches
                 </strong>
                 in November (
                 <strong>
                  +190%
                 </strong>
                 from April)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Teppanyaki”:
                 <strong>
                  301k
                 </strong>
                 searches in November (
                 <strong>
                  +94%
                 </strong>
                 from April)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Korean barbecue”:
                 <strong>
                  27.1k
                 </strong>
                 searches in November (
                 <strong>
                  +30%
                 </strong>
                 from April)
                </li>
               </ul>
               <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                <strong>
                 Steph’s question
                </strong>
               </li>
               <p align="center" style="padding: 5px 0px 6px; text-align: center;">
                <img src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252F2030_W_caption.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 250px; width: 100%;" width="250"/>
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In the last economic downturn, a host of companies emerged that define today’s business landscape.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                From Uber to Airbnb to Stripe to Square… the sharing economy democratized people’s ability to buy or sell rides, homes, or basically anything online.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                2020 made us all look inward, spurring a decade where we invest in ourselves (our bodies). We will continue to see innovations in:
               </p>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 health tech (think Sleep Number mattresses or Oura rings)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 biohacking (think CRISPR kits)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 workout tech (think
                 <a style="color: #d62829; text-decoration: none;">
                  Cubii
                 </a>
                 or
                 <a style="color: #d62829; text-decoration: none;">
                  Zwift
                 </a>
                 )
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 fertility tech (the
                 <a style="color: #d62829; text-decoration: none;">
                  cost of sequencing
                 </a>
                 is accelerating faster than Moore’s Law).
                </li>
               </ul>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                And have you heard of the
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 AlphaFold breakthrough
                </a>
                ? It could pave the way for decades of innovation.
               </p>
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                   <a data-tags="share site" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="View on our website" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fweb.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                 </tr>
                </tbody>
               </table>
              </td>
             </tr>
            </table>
           </td>
          </tr>
          <tr>
           <td style="border-bottom-color: #dddddd; border-bottom-style: solid; border-bottom-width: 1px; padding-top: 15px;">
           </td>
          </tr>
          <tr>
           <td style="padding-bottom: 5px;">
           </td>
          </tr>
          <tr>
           <td style="width: 100%;">
            <table style="width: 100%;">
             <tr>
              <td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; padding: 10px 3px 12px; text-transform: uppercase;">
               Snippets
              </td>
             </tr>
             <tr>
              <td class="h2020 ignore-defaults" style="padding: 0px 3px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <em>
                 We asked our Trends members where they see growth and opportunities in 2021. Here were some of the best responses...
                </em>
               </p>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Search Funds are going to start doubling and tripling…
                </li>
                <p style="font-size: 15px; line-height: 140%; margin: 0px 35px 0px;">
                 2000 - 5 funds raised
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 0px 35px 0px;">
                 2010 - 10 funds raised
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 0px 35px 0px;">
                 2015 - 25 funds raised
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 0px 35px 0px;">
                 2020 - 88 funds raised.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 0px 15px 0px;">
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  (Rand Larsen)
                 </a>
                </p>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Second passports are becoming a status symbol of the New Rich and considered one of the greatest generational gifts for your children (beyond a trust fund).”
                 <a style="color: #d62829; text-decoration: none;">
                  (Elizabeth Shores)
                 </a>
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Crypto. Global Citizens. Digital Nomad life for adults and families, not just hipsters. Psychedelics. And Bio Hacking.”
                 <a style="color: #d62829; text-decoration: none;">
                  (Cameron Herold)
                 </a>
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Keep an eye on WHOOP, ZWIFT, and Playbook.”
                 <a style="color: #d62829; text-decoration: none;">
                  (Max Novi)
                 </a>
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 “Real estate -- mehh. Maybe it goes up a bit. Crypto and EVs will steal the show.”
                 <a style="color: #d62829; text-decoration: none;">
                  (Matt Loberstein)
                 </a>
                </li>
               </ul>
               <div style="display: none;">
               </div>
              </td>
             </tr>
            </table>
           </td>
          </tr>
          <tr>
           <td style="border-bottom-color: #dddddd; border-bottom-style: solid; border-bottom-width: 1px; padding-top: 5px;">
           </td>
          </tr>
          <tr>
           <td style="padding-bottom: 5px;">
           </td>
          </tr>
          <tr style="display: block; padding: 10px 2px 0px;">
           <td style="width: 100%;">
            <table style="width: 100%;">
             <tr>
              <td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; padding: 0px 0px 10px; text-transform: uppercase;">
               Small biz solutions
              </td>
             </tr>
             <tr>
              <td style="padding: 0 0 6px;">
               <img alt="question mark" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fquestion_mark.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 600px; width: 100%;" width="600"/>
              </td>
             </tr>
             <tr>
              <td>
               <h2 style="font-size: 22px; font-weight: bold; line-height: 26px; margin: 10px 0px 5px;">
                What questions should businesses be asking themselves in 2021?
               </h2>
              </td>
             </tr>
             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                With so much uncertainty, sometimes it’s worth going back to basics.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Below are 5 smart questions our analysts came up with to help guide you and your business this year.
               </p>
               <ol style="font-size: 16px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  What are 3-5 values driving your company?
                 </strong>
                </li>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 At
                 <em>
                  The Hustle
                 </em>
                 , we try to embody our values in our work. Three of our core values are:
                </p>
               </ol>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 5px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Default to optimism
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Foster a growth mindset
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Disregard ego
                </li>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 5px;">
                 List your values, then ask yourself: Can you match a milestone you want to reach in 2021 to each of them?
                </p>
               </ul>
               <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                <strong>
                 What is one subconscious assumption you’ve made about the new year? What’s your backup plan if it’s wrong?
                </strong>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Examples: “Things will go back to ‘normal’ in 6 months” or “the shift toward [ecommerce, remote work, telemedicine, etc.] will be permanent.”
                </p>
               </li>
               <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                <strong>
                 What will you deprioritize this year to make room for what matters?
                </strong>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 As you add or change priorities for your business, what are you saying no to?
                </p>
               </li>
               <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                <strong>
                 Why do people love your product or service? What holds them back from loving it?
                </strong>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 How would your customers feel if they could no longer use your product?
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Truth test your answer with Superhuman founder Rahul Vohra’s
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  product/market fit test
                 </a>
                 .
                </p>
               </li>
               <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                <strong>
                 What’s the one thing you do better than anyone?
                </strong>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Costco does cost tangibly better. Apple does quality tangibly better. Amazon does speed tangibly better.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 What’s your secret sauce? And how can you lean into that more this year?
                </p>
               </li>
              </td>
             </tr>
             <tr>
              <td>
               <table cellpadding="0" style="padding: 10px 10px 0px; width: 100%;">
                <tbody style="text-align: right;">
                 <tr>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share facebook" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="Share on Facebook" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Ffb.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share twitter" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="Share on Twitter" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Ftwitter.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share email" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="Send as email to a friend" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Femail.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share site" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="View on our website" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fweb.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                 </tr>
                </tbody>
               </table>
              </td>
             </tr>
            </table>
           </td>
          </tr>
          <tr>
           <td style="border-bottom-color: #dddddd; border-bottom-style: solid; border-bottom-width: 1px; padding-top: 15px;">
           </td>
          </tr>
          <tr>
           <td style="padding-bottom: 5px;">
           </td>
          </tr>
          <tr>
           <td style="width: 100%;">
            <table style="width: 100%;">
             <tr>
              <td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; padding: 10px 3px 0px; text-transform: uppercase;">
               SPONSORED
              </td>
             </tr>
             <tr id="bottom ad copy">
              <td class="h2020 ignore-defaults" style="padding: 0px 3px;">
               <h2 style="font-size: 20px; font-weight: 800; letter-spacing: 0px; line-height: 24px; margin: 20px 0 0px;">
                <strong>
                 How one clever tool helped Solo Stove achieve 99% customer satisfaction
                </strong>
               </h2>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                No company is perfect… but thanks to Route, Solo Stove is pretty damn close.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Their 99% CSAT score reflects a
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 near-perfect customer experience
                </a>
                -- even more impressive when you consider that the Solo Stove sells large items (some over 2 feet wide and 45 lbs), making shipping a
                <em>
                 huge
                </em>
                challenge.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Bigger items = more packaging, space, and damages.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                So what’s their secret to universally happy customers?
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                <strong>
                 A little post-purchase tool called Route.
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 Route
                </a>
                completely revamped Solo Stove’s shipping experience.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                By giving customers full visibility and control of the post-purchase process, Route took the most challenging parts of fulfillment off the
                <del>
                 stove
                </del>
                plate.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Using Route was a
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 win-win for both buyer and seller
                </a>
                with:
               </p>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 92% decrease in time spent on claims
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 91% decrease in time to reimburse
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 Zero out of pocket insurance premiums
                </li>
               </ul>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                <strong>
                 The end result?
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Happier customers, less-stressed employees, and a bigger bottom line.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Want to save more while also scoring more repeat purchases? Try Route for your business today.
               </p>
              </td>
             </tr>
             <tr>
              <td align="center" style="padding: 10px 0px 15px; text-align: center;">
               <a style="-webkit-text-fill-color: #ffffff; background: #D62829; border-radius: 15px; color: #ffffff; font-size: 16px; font-weight: bold; padding: 6px 20px; text-decoration: none;" target="_blank">
                Try Route here →
               </a>
              </td>
             </tr>
            </table>
           </td>
          </tr>
          <tr>
           <td style="border-bottom-color: #dddddd; border-bottom-style: solid; border-bottom-width: 1px; padding-top: 5px;">
           </td>
          </tr>
          <tr>
           <td style="padding-bottom: 5px;">
           </td>
          </tr>
          <tr style="display: block; padding: 10px 2px 0px;">
           <td style="width: 100%;">
            <table style="width: 100%;">
             <tr>
              <td style="color: #D62829; font-size: 16px; font-weight: bold; letter-spacing: 1.5px; padding: 0px 0px 10px; text-transform: uppercase;">
               Buzzworthy
              </td>
             </tr>
             <tr>
              <td style="padding: 0 0 6px;">
               <img alt="branding" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fbranding.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 600px; width: 100%;" width="600"/>
              </td>
             </tr>
             <tr>
              <td>
               <h2 style="font-size: 22px; font-weight: bold; line-height: 26px; margin: 10px 0px 5px;">
                This year’s most valuable skill? Branding.
               </h2>
              </td>
             </tr>
             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Businesses today face more competition than ever. Five years ago, the typical business had just
                <strong>
                 2.6 competitors.
                </strong>
                Today? That number has almost quadrupled, to
                <strong>
                 9.7
                </strong>
                .
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                AWS, Shopify, and no-code significantly lowered the barrier to entry, which shifted the risk from,
                <em>
                 “Can I build this?”
                </em>
                to
                <em>
                 “Will anyone care?”
                </em>
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                <strong>
                 How do you compete?
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                Brand is the key to unlocking a cult-like following. Here are a few things to keep in mind when you’re building one:
               </p>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Tell a story
                 </strong>
                 . Drift’s brand narrative has been passed around every B2B marketing team and helped them
                 <a style="color: #d62829; text-decoration: none;">
                  nab $114m
                 </a>
                 in funding. Just remember that the main character in the story is your customer, not your product.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Stand for something
                 </strong>
                 . Brand is not throwing a product on
                 <a style="color: #d62829; text-decoration: none;">
                  pastel backgrounds with sans serif font
                 </a>
                 . You must stand for something meaningful: “Think different” (Apple), “Real beauty” (Dove), “Arm the rebels” (Shopify). These brands have manifestoes that don’t accommodate indifference -- you’re either in or out.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Show how
                 </strong>
                 . Finish this sentence: “The best electric car is [blank].” Most of us aren’t thinking Nissan Leaf. Tesla offers a more compelling path to reduce oil dependence. Your dominant selling idea needs to be important, believable, and memorable to your market.
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Pick a fight
                 </strong>
                 . Without conflict, there’s no story.
                 <strong>
                  Jason Fried
                 </strong>
                 and
                 <strong>
                  David Heinemeier Hansson’s
                 </strong>
                 contrarian views helped build a
                 <a style="color: #d62829; text-decoration: none;">
                  $25m
                 </a>
                 Basecamp business. Last year they picked a fight with Apple over fees during the launch of Hey, their new email product.
                 <a style="color: #d62829; text-decoration: none;">
                  Apple eventually approved the app
                 </a>
                 … but not before the internet heard about Hey.
                </li>
               </ul>
              </td>
             </tr>
             <tr>
              <td>
               <table cellpadding="0" style="padding: 10px 10px 0px; width: 100%;">
                <tbody style="text-align: right;">
                 <tr>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share facebook" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="Share on Facebook" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Ffb.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
                  </td>
                  <td align="right" style="display: inline-block; padding: 0px 0px 2px; text-align: right;">
                   <a data-tags="share twitter" style="color: #d62829; padding: 0 8px; text-decoration: none; white-space: nowrap;">
                    <img alt="Share on Twitter" height="30" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Ftwitter.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" width="30"/>
                   </a>
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               Small Business of the Day
              </td>
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              <td style="padding: 0 0 6px;">
               <img alt="FLIK co-founders" src="https://inboxflows.com/_/image/https%253A%252F%252Fsailthru-media.s3.amazonaws.com%252Fcomposer%252Fimages%252Fsailthru-prod-6ks%252Fheadshots.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZzYWlsdGhydS1tZSJ9:1l3I4R:fzXo5QFjkDkE_2tv5I9Mvqv1iR3XuNidWjo_FEM2dCw" style="height: auto; max-width: 600px; width: 100%;" width="600"/>
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               <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 10px;">
                FLIK co-founders Ravina Anand (left) and Michelle Kwok (right)
               </p>
              </td>
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             <tr>
              <td>
               <h2 style="font-size: 22px; font-weight: bold; line-height: 26px; margin: 10px 0px 5px;">
                New startup connects female students and founders, advancing women in business
               </h2>
              </td>
             </tr>
             <tr>
              <td class="h2020 ignore-defaults" style="padding: 5px 0px 0px;">
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In 2019, college students Michelle Kwok and Ravina Anand were thrilled to take part in a Canadian entrepreneurial leadership program.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                But when they discovered that just 18% of their cohort were women, the excitement dissipated.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                To help raise that percentage, they launched a media company called
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 FLIK
                </a>
                to interview female founders and highlight their stories.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                In countless FLIK interviews, they heard the same thing: “Female founders are under-resourced, undercapitalized, and wished they had mentors when they were starting,” Kwok told us.
               </p>
               <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                <strong>
                 The numbers don’t lie…
                </strong>
               </h4>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                While female-founded startups have
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 doubled
                </a>
                in the last decade, funding is at a 3-year
                <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                 low
                </a>
                .
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                But Kwok and Anand saw opportunity: They had like-minded peers interested in learning from the bootstrapped founders highlighted in FLIK’s stories.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                So they transformed FLIK into an apprenticeship platform to connect female students with female founders -- giving students on-the-job experience and mentorship, and founders much-needed extra hands.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <strong>
                 With positive testimonials
                </strong>
                circulating on Slack channels, FLIK’s small team started generating revenue late last year, charging founders $50/mo to use the platform. As of today, they’ve facilitated apprenticeships for over
                <strong>
                 1.6k women
                </strong>
                .
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                With a 10k-person newsletter community and members in 52 countries, the women-led business is on track to bring in
                <strong>
                 $600k in revenue
                </strong>
                this year.
               </p>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                For female founders and students, “it’s a win-win,” Kwok told
                <em>
                 The Hustle
                </em>
                . As for her team, they “can’t wait to continue advancing women’s economic participation globally.”
               </p>
               <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Founders:
                 </strong>
                 Michelle Kwok and Ravina Anand
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Employees:
                 </strong>
                 7 employees, 3 contractors
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Year of launch:
                 </strong>
                 2020
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Cost to launch:
                 </strong>
                 $1k
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Funding methods:
                 </strong>
                 grants, accelerator, some bootstrapping
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  1st-year revenue:
                 </strong>
                 $35k (since Nov. 2020)
                </li>
                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 <strong>
                  Current annual revenue:
                 </strong>
                 $600k (projected)
                </li>
               </ul>
               <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                <strong>
                 Want more startup stories?
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                You can read dozens more
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                 A red light camera defender
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                 The “TurboTax for reputation management”
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                <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                 A “younger, more profane” Hallmark Shoebox card company
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