# Traction

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/traction

- Industry: Marketing/Advertising
- Headquarters: San Francisco, US
- Website: www.tractionco.com
- Total disclosed funding: $0.1M
- Latest round: Seed (Aug 20, 2014)
- Investors on record: 1

## About

Traction is a consultancy and agency specializing in innovative marketing solutions aimed at accelerating brand growth through strategic insights and talent connections.Founded in 2001, Traction operates from San Francisco, US, focusing on strategic marketing consultancy. The company was co-founded by Adam Kleinberg and others, and pivoted into its current model emphasizing a unique zero-waste Liquid Workforce. In August 2014, Traction raised USD 0.12 mn in Seed funding from Y Combinator, bringing total capital raised to USD 0.12 mn.Traction specializes in providing innovative marketing solutions as a consultancy and agency, focusing on accelerating growth for brands and their in-house teams. Their core offerings include strategic marketing acceleration, consultancy services, and a unique zero-waste Liquid Workforce model, which connects clients directly with top-tier talent, including seasoned marketers and specialists. The company aims to enhance brand strategies by merging creativity, advanced marketing techniques, and artificial intelligence to address the evolving needs of modern marketing. Traction serves a diverse clientele, including well-known brands like GE HealthCare, HelloFresh, and Apple, primarily in the United States and extending its reach to international markets where strategic marketing expertise is sought. Through its dedicated community initiative, The Futureproof Project, Traction engages with over 250 marketing leaders to exchange insights and tackle challenges related to AI and emerging technologies.Traction’s revenue model primarily revolves around providing tailored marketing consultancy and agency services to its clients. Transactions typically occur on a project basis, where clients engage Traction for specific campaigns or ongoing marketing support. The structure includes both retainer agreements for continuous service and project-based fees for discrete initiatives. This allows clients to access a flexible range of services, from strategy formulation to execution, leveraging Traction's bespoke teams of marketing experts. The company’s approach emphasizes value through direct collaboration, ensuring clients receive insights and resources aligned with their growth objectives. Specific pricing plans and structures for these services are designed to accommodate the varied needs of their clientele, ensuring effective marketing solutions are accessible to brands of all sizes.Traction plans to leverage its recent Seed funding of USD 0.12 mn from August 2014 to enhance product offerings and expand its services. Although specific upcoming products have not been detailed, the company aims to innovate within its consultancy model. Additionally, Traction is targeting expansion into international markets to enhance its global presence. The precise timelines for these initiatives have not been disclosed.

## Funding rounds

- Seed, Aug 20, 2014, $0.1M — Y Combinator

## Investors

- Y Combinator (https://capitalatlas.ai/funds/y-combinator) — Seed