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Indianapolis-based venture studio High Alpha on Tuesday announced the formal launch of its latest company, The Juice Inc., which offers a business-to-business discovery platform for marketing and sales professionals.
High Alpha said The Juice will provide the first on-demand hub for marketing and sales professionals to access, consume and organize leadership and educational content, including articles, podcasts, videos, ebooks and more material that is “uniquely tailored to their interests and roles.”
The Juice, based in High Alpha’s offices at 830 Massachusetts Avenue, is led by co-founder and CEO Jonathan Gandolf, who most recently served as the head of marketing at health care analytics leader Springbuk and was chief marketing officer of Braxton Brewing.
He is joined by co-founder and Chief Technology Officer Eric Sendelbach, the former CTO at MOBI Wireless Management and vice president of technology at Tangoe, which acquired MOBI in 2018.
Gandolf joined the High Alpha Venture Studio in July 2020. Amid the pandemic, his team spent five months validating the concept for The Juice and talking to as many marketers as possible before it began building the platform in January. The Juice launched its early-access beta offering in July.
The company currently has eight employees and four open positions. It plans to add 10 employees in the next 12 months.
High Alpha said the company plans to create a better experience for users.
“Our entire team has played by the rules set by Google and other search engines,” Gandolf said in written comments. “We’ve all developed gated content and written articles designed to be consumed by search algorithms, rather than humans. Neither of those approaches truly serve the brand or, more importantly, the content consumer.”
Gandolf said the result is a more user-friendly platform.
“We created The Juice to mirror the consumer experiences we’re all familiar with—Spotify, Netflix, Apple News and more,” he said. “This means better content for consumers and better relationships for marketers.”
The Juice platform offers more than 50,000 articles, videos, podcasts and ebooks. Early customers include Guru, Lexer, Inxeption and Lev
“The Juice is already gaining enormous traction with individuals who want a better way to learn and grow professionally,” High Alpha Partner Kristian Andersen said in written remarks. “We’re excited to be partnering with Jonathan and his team to provide the market with what they’ve desired since the dawn of content marketing.”
High Alpha has launched at least 24 companies since its founding in 2015. Last year was a record year for the venture studio.
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