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Why We Started Abra

James Robinson

Yesterday at the Launch Festival in San Francisco we announced Abra.  Abra (A Better Remittance App) is an exciting new iPhone and Android software cash wallet and money transfer application.

We started Abra because we believe that the first generation of digital currency applications are technical marvels but don’t solve real consumer pain.  To make digital currency useful to “cash consumers” digital currency should: be transferable to any phone number in the world, not represent exchange rate risk, be as private as real cash, have no costs for money transfer, and be fungible to real paper-cash at very low cost 24 hours a day, 7 days a week.  Abra was designed to fulfill all of these needs.

Our “marketing description of Abra:”

With Abra, digital cash (equivalent to US Dollars) is stored directly on the smartphone. Instantly transfer money peer to peer to any phone number in the world..  Abra never touches your money. Abra merges money transfer and payments via a single digital cash wallet that works ubiquitously anywhere in the world.  There is no bank or other third party involved in managing, storing, remitting or accepting your money.  Abra represents the next generation of digital cash applications but without the technical fuss.

Technically put, Abra is digital cash stored directly on your phone, guaranteed in US Dollars.   Abra app-based transfers use the blockchain to settle, and transactions are published directly to the blockchain from your phone.  Abra’s back-end servers never touch consumer’s money or their transfer requests.  The value of the holdings in your wallet do NOT fluctuate with the value of Bitcoin for at least 3 days after initial deposit onto your phone.  Abra is not a financial service -- it is an app that facilitates storing digital currency equivalent to US Dollars directly on your smartphone and transferring your money from your Abra App to any other Abra App anywhere in the world.

To make Abra accessible to consumers globally we are launching a network of Abra Tellers. Tellers are like mobile airtime agents.  Instead of selling airtime, Abra Tellers sell and buy digital currency.  Think of them as human ATM’s.  In the US, consumers with supported ATM cards will be able to add digital cash to their smartphone with their ATM card and pin.  This is a US first.  Those using an ATM card to buy digital cash via one of Abra’s exchange partners will need to provide ID.  Others do not have to register with Abra at all.  All Abra Tellers are background-checked, similar in fashion to Uber or Lyft drivers.

Abra began Teller sign-ups yesterday in advance of a full service launch planned for this spring. We’ve been playing with builds of the App and we love it. It’s the digital cash app we’ve always wanted for ourselves.

To design Abra we turned to the traditional Hawala model.  The concept of a Hawala dates back to the 8th century.  Hawaladars are people who collect and hand out money on behalf of others over long distances.  Hawaladars settle with each other via barter transactions, netting out reverse transactions, or in modern times via bank wires if necessary.  Traditional Hawala’s are generally illegal in the United States as no one is allowed to hold or remit funds on behalf of someone else without being a licensed money transmitter both with FinCen (the Financial Crimes Enforcement Network) and with the US State regulators where the consumers’ reside.  In the case of Abra, however, consumers and Tellers are always holding their own money just as with the standard open source Bitcoin software.  Abra Tellers simply buy and sell digital currency directly to and from other consumers in their neighborhood in small amounts. 

Funds are stored in US Dollars so there is no foreign exchange taking place.  Consumers send money peer-to-peer directly via the blockchain.  As everyone is always holding their own money in their Abra App and no third party directly facilitates the transfer of money, money transfer laws don’t apply and no foreign exchange happens.

Abra Tellers are strictly forbidden from knowingly buying or selling digital cash to any person that they believe would use the App for illicit means.

A real world example can help illustrate how Abra works:

Bill in San Jose wants to send $100 to Nancy in Mexico.  Bill finds an Abra Teller, Sebastian in downtown San Jose.  Sebastian charges 1.5% for selling digital currency to Bill.  Bill arranges to meet Sebastian from the Abra App.  When they meet, Bill hands Sebastian $101.50 representing the $100 in digital currency and the $1.50 fee.  Sebastian’s Abra App then transfers the digital currency directly to Bill’s phone.  Bill then transfers $100 in digital currency to Nancy’s phone in Mexico.

To get access to the cash in Mexico, Nancy finds an Abra Teller, Miguel, in her neighborhood and sells the digital currency to him in exchange for Pesos.  If both parties charge 1.5% for buying and selling the digital currency then they have saved a fortune in fees versus traditional money transfer services that can charge upwards of 8%, 9%, or more, for such transactions.

Why are Sebastian and Miguel likely willing to provide these services for a 1.5% fee or even less?

Consider that Sebastian and Miguel already provide some form of service in their neighborhood for cash.  In the case of Sebastian that means he already has to deliver cash to his bank every day for safekeeping.  Adding a little more cash to the mix costs him nothing and earns a few more dollars in fees every day and certainly puts him in the good graces of his friends and customers.  In the case of Miguel he takes in a lot of cash via his current businesses, selling prepaid airtime and his Bodega store.  Buying digital currency helps him manage all of his cash at no cost while actually making a little extra money in the process.  This is a real win-win.

You might be wondering… How does Sebastian get access to digital currency to sell and how does Miguel sell the digital currency he has bought from consumers.  Simple.  The Abra App has a built in “Teller” function that allows Tellers to easily buy and sell digital currency similar to the manner in which they buy and sell airtime.  They can do this for cash themselves or via their bank account.  The difference between the cost of this transaction and the fees charged to the consumer is the Teller’s personal profit.

You can sign up for Abra and let us know if you want to be an Abra Teller by going to Abra’s website. Help us make Abra better by giving us ideas and suggestions on how to improve the service design and make it useful for everyone!

Noom, Helping Us Keep Our New Year's Resolutions

James Robinson

At RRE, we identify and invest in entrepreneurs mining  significant opportunities and focusing on constructing long-standing businesses. After exploring the health and fitness space through the years, , we are thrilled to announce our investment in and partnership with Noom, alongside Translink Capital, Recruit Group Japan, Qualcomm Ventures and Harbor Pacific Capital.

I first met Saeju, co-founder of Noom, at one of those entrepreneur-VC lunches where poor, mindless eating decisions are the norm. I was immediately struck by his passion and ambition to address one of the most severe health problems facing our world today:  Obesity. His conviction, combined with my acknowledgment that little innovation targets the substantial number of people categorized as "plus-sized", encouraged further discussions with the team. Artem's depth of product knowledge alongside Adam's wealth of marketing expertise wonderfully complimented Saeju's heavy sales skills and almost evangelistic orientation.

The Noom team has made inroads with millions of users worldwide with their research-driven, mobile-first approach to better wellness, integrating not only proven behavioral science and physiological intelligence with  rapid consumer feedback. Noom's vision is to establish an accessible, holistic brand in sustainable weight loss and healthful living with strategies that demonstrate tangible results.  

Noom's product suite includes Noom Weight, Noom Walk, and Cardio Trainer. Noom Weight, the company's flagship product, includes food journaling, educational "bite-sized" content, and a virtual support network of other users selected to motivate one another -- a nod to Weight Watcher's group meetings. A testament to its traction, the app is the #1 top grossing in the Health & Fitness category in the Google Play store. Noom's users, the majority female and under the age of 30, represent a highly sought-after demographic for many marketers. Noom has also seen significant adoption overseas as it localizes its applications in countries such as Japan, South Korea, Germany.

We're excited to help fuel Noom's growth, and encourage you to think twice about that second cupcake.

Find Noom on iOS or Android.

The Most Important SaaS Metric Nobody Talks About: Time-to-Value (‘TtV’)


In a world where applications are delivered via cloud and distributed across billions of Internet-connected end-points, we’ve seen barriers to entry, adoption and innovation compress by an order of magnitude or two, if not crushed altogether. Compound this by advances in application and data portability and the implication for technology vendors competing in this global, all-you-can-eat software buffet is that customers’ switching costs are rapidly approaching zero. In this environment it’s all about the best product, with the fastest time-to-value and near zero TCO. And it’s this second point – time-to-value (TtV) – that I want to dig in on a bit because it tends to be the one glossed over most often.

I’ll start with an anecdote …

A portfolio company of ours delivers a SaaS platform that competes with legacy, on-prem offerings from large infrastructure software vendors. In its early days the company had fallen into the enterprise sales trap: spending weeks, if not months, with individual customers doing bespoke integration and support work. About a year in when we finally decided to open up the beta to everyone, sign-ups shot up, but activity in new accounts was effectively nil. What was going on?

Simply, customers didn’t know what to do with the software once in their hands. Spending months with large accounts did inform some fundamental product choices, but at the cost of self-service. Our product was feature-bloated, on-boarding flow was clunky and the integration API was neglected and poorly documented.

In a move that, I believe, ultimately saved the company, we decided to create a dedicated on-boarding automation team within product. Sure enough, in the months that followed, usage spiked and the company was off to the races.

The takeaway was that highest priority should be given to building software that just works, and that means focusing relentlessly on reducing or eliminating altogether the time investment to fully deploy your solution in production. Ideally, you want customers to derive full value from your offering in mere minutes, if not seconds. To do so, treat on-boarding as a wholesale product within your offering and devote engineering resources to it. Find religion about optimizing TtV!

Below is by no means a complete list, but instead a few lessons that I’ve taken away from my experience with our portfolio that many SaaS companies should internalize in their product and go-to-market strategies to help optimize TtV:

Simplicity wins…be feature-complete, not feature-rich: This is a fairly obvious but subtle point that often evades even the most talented product teams: the defining characteristic of a simple (read: good) product is not the abundance of features but rather the relevance of those features to its users. This stands in stark contrast to the old paradigm of CIO-inspired products that were over-engineered and feature-bloated. The challenge in the new paradigm is what might be relevant to one customer may be entirely worthless to another. The solution is focus, either in product or in market.

The always-better option in my mind is to narrow your product focus. Do one thing incredibly well. Tackle the single, most acute – but universal – pain point and ingrain yourself in your customers’ workflow…then expand horizontally. Value needs to be delivered from day one, but features can be revealed over time. Ultimately, it’s about understanding your unique unit of valueand exploiting that with your customers. Slackis the single best company embodiment of the focus/simplicity paradigm. Others take note.

Hack the onboarding flow:  It doesn’t matter how beautiful or utilitarian your product is if no one ever gets around to using it. Developers are a fickle bunch with seemingly infinite alternatives to your offering of paid tools, open source projects and self-built hacks. You generally have one chance with them, and that chance lasts about 20 minutes (based on conversations with some of the least ADHD-ridden devs I know).

On-boarding should emphasize and reinforce the value prop that drove the user to your product in the first place. Sign-up should be frictionless and deployment should be self-service to the point where the customer is up and running in minutes and, most importantly, getting value from your product a few moments right after. Avoid the empty room problem at all costs – even if the data or insight you provide early on has less direct customer value, it’s better than a customer looking at a blank screen.

Suggestion: read New Relic’s early blogposts. The company was fanatical about delivering value to devs from their APM solution within 5 minutes of signing up.

Documentation, Documentation, Documentation: There’s nothing sexy or glamorous about documentation, but great docs can be a source of competitive differentiation. Look no further than Stripe, whose documentation is the stuff of legends (and a big reason why the company has grown as quickly as it has). Great documentation shows devs you care and it’s increasingly becoming table stakes, particularly if your product is technical or has an upfront integration burden. Given that, take the time to document from day 1 and don’t neglect those docs as your product offering expands.

An obvious corollary to the documentation point is around API cleanliness. Your API is a not adjunct to your product, it is an extension of the core; treat it as such.

Content, Content, Content:Embrace content – it’s your opportunity to connect with users. Content doesn’t just mean static blog posts, but includes webinars, tutorials, analyst publications and reference architectures. Leverage content to showcase the integrations, use cases and features of your product. Digital Ocean does this masterfully. Just go check out theirblog.

Finally, make sure to quanitfy. Set a goal for TtV and benchmark against it. TtV’s vary widely across product segments and end-markets but study your comps and make sure you’re at least beating the pants off them.

An optimized TtV has positive ramifications throughout the organization ranging from freeing up support engineers to work on product to enabling a tightening of sales and marketing spend up and down the funnel. Ultimately, a short TtV drives all those other metrics folks seem to care so much about like MRR, LTV, CAC, Churn, etc.

Introducing Accion Systems: Revolutionary Propulsion for Satellites

Will Porteous

We are excited to announce our investment in Accion Systems this morning alongside a syndicate of some of our favorite co-investors. This is our 2nd investment in a New Space company after we led the Series A round for Spire last spring.

Accion is commercializing a new ion-based propulsion system for spacecraft. We were introduced to co-founder and CEO, Natalya Brikner by our friends at Undercurrent, who share our passion for new space technologies.

Electric propulsion is the next big thing in small satellites. In order for cubesat constellations to achieve their maximum useful life, operators need to be able to manipulate the spacecraft beyond what is possible with simple reaction wheels. Propulsion systems that use combustible fuels are not allowed on the ride shares that cubesats depend on, so a new type of propulsion system is needed. There is also a lot of discussion in the industry about regulatory standards that would require a deorbit mechanism on cubesats (in part to deal with the space junk problem). The Accion Systems products are a logical solution.

The core technology has been under development at MIT for 10 years. It produces a tiny unit of thrust, about the size of a penny. While I am not a physicist, my layman’s understanding is that these engines convert a cheap, non-volatile plasma into streams of ions that can impart thrust. The Gen 1 products are sufficient to move a 3Kg Cubesat and extend its useful life. The Gen 2 systems should be able to impart considerably more thrust and will be useful for larger satellites. The systems are already being manufactured reliably and they have had hundreds of hours of ground tests. With nearly 1,000 cubesats being launched every year and considerable demand for propulsion for both large and small satellites, we think Accion has a terrific addressable market opportunity.

As much as we love the technology here, it was the team’s pragmatism about the company building process and their strong commercial instincts that really persuaded us. Natalya and her co-founder, Louis Perna, have given a lot of thought to how to build a strong, high performance culture that can last for the long term.

We are delighted to welcome Natalya, Louis, and the team at Accion Systems to the RRE portfolio and we look forward to working with them in the years ahead.