This first in a series – spotlighting the bold leaders and companies within the New York Ventures portfolio – features inCitu, and its visionary founder, Dana Chermesh, who is reshaping the landscape of urban development and civic engagement from New York.
Visualizing the City: inCitu's AR Solution
Urban development is often stalled by the complexity of projects and proposed changes to city landscapes that are frustratingly inaccessible to the people who need a shared understanding of those plans: the city builders trying to implement them and the citizens who will be most directly affected by them. InCitu is using advanced technology to provide a clearer picture, actively fostering transparency and collaboration among all stakeholders as they navigate the urban planning process.
InCitu’s platform uses an Augmented Reality (AR) layer for urban planning data (GIS, BIM, CAD), that allows smartphone users standing on the street or site of a proposed project to simply scan a QR code and see proposed projects full-scale as they would appear in that location. Making these projects more visually accessible and understandable is motivating participation in city planning by empowering more people with information to join in shaping their city.
InCitu credits funding from New York Ventures’ Pre-Seed and Seed Matching Fund Program, supported by the federal State Small Business Credit Initiative, in their success – and the validation New York State investment represents to their other city and municipal clients.
The Founder's Journey
With no tech background, Dana Chermesh has had a non-traditional path to entrepreneurship. She began her career as an architect in Tel Aviv, Israel, and came to New York City in 2017 to pursue a master’s degree in Applied Urban Science & Informatics at NYU. There Chermesh gained the technical knowledge needed to bridge the gap between planning and technology – just three years later, she launched inCitu. She says her professional experience, combined with her role as a mother of three, has defined her leadership. Chermesh has since successfully worked against the status quo of a heavily regulated, risk-averse industry to achieve significant growth, recently tripling the company's Annual Recurring Revenue in just four months.
What inspired you to start inCitu?
I was constantly frustrated by the archaic processes city builders use to communicate proposed changes. As an architect and an urban scientist, I saw that the built environment has so much information, development rights, master plans, proposed projects, that our eyes simply cannot see. My goal was to make it easy for anyone to understand and participate, and for professionals to effectively communicate their vision. That led me to found inCitu.
What’s the biggest challenge you’ve solved so far – or something you learned along the way?
Our biggest competitor is the status quo. Innovating in heavily regulated industries ... is tough because professionals often prefer to stay inefficient if that’s their known workflow. I learned I had to constantly "make it till you make it." As a non-traditional founder, a mother, and an immigrant, I’ve had to use my deep industry understanding and different approach as an advantage to keep moving forward.
What’s a recent milestone or win that you’re proud of?
I’m very proud of how we’re ending the year. Despite the tough market, we doubled down on revenue and scaled successfully. We tripled our ARR in the last four months and diversified our client base across industries and geographies, including signing a large contract outside the U.S. I’m also incredibly proud that we are increasingly focusing on issues like climate resiliency, proving our tool’s value in addressing critical urban challenges.
How has NY Ventures impacted your experience starting a business in New York State?
The support has been invaluable, extending far beyond the capital. New York Ventures provided a crucial matching investment and supported our growth through networking. The team connected us with key individuals across the VC and innovation space, which has been instrumental in our journey. Furthermore, the backing of the state’s venture arm is particularly meaningful.
Outside of work, what's your favorite way to spend time in New York State?
I love spending time with my kids and dog in Brooklyn’s Prospect Park and enjoying the fall foliage upstate. Fall is my favorite time for traveling, hiking, and camping. I am a big fan of this time of year.
When friends or family visit, what one place in New York State do you always take them to?
I always take them upstate to the Catskills area. Specifically, West Wind Orchard in Accord, New York. It's the perfect place for apple picking, cider, and great food.
The Visionary Voices series showcases the bold leaders and companies within the New York Ventures portfolio that are actively building the future of New York State.