Business Portfolio
A walk through my entrepreneurial journey to-date
The Local Gist
Est. 2024
The Local Gist is a hyper-local visual search engine that allows users to search deals, discounts, and promotions on anything that they can eat, drink, or experience in their own backyard. The Local Gist helps small businesses drive foot traffic and allows a community to discover hidden value. The website is free to visitors and layered with weekly email blasts that feature curated deals for the week and weekend. Poised for national licensing.
The Local Gist joined The Hatchery in the Summer of 2023 and launched in the Summer of 2024. I developed the business model, directed the re-brand, developed the sales, and marketing plan as well as the GTM strategy. I look forward to helping TLG scale nationally and beyond. www.TheLocalGist.com
Company Status: Active
My Involvement: Strategic Advisor, Exited as Co-Owner in December 2024
StackWrap
Est. 2023
StackWrap is a technology company that helps busy Real Estate brokerages combine their knowledge base, CRM, marketing materials, sales tracking, appointments, notifications, accounts, team contacts, and custom data all in one easy-to-use dashboard. Poised to launch in other verticals.
StackWrap joined The Hatchery, in early 2023 and launched in the Spring of 2024. I helped brand the product including coining the StackWrap name. I developed the SaaS business model, and pricing and assisted with product development, and client onboarding UX. I developed the GTM strategy and remain an active member of the team.www.StackWrap.com
Company Status: Active
My Current Involvement: Exited as Fractional COO & Co-Owner in March 2025
Moke & Wine Tours
Est. 2022
Moke & Wine Tours is tourism & recreation company that provides thoughtfully curated wine tours in California’s Temecula Valley. Moke & Wine puts a new spin on wine tasting through hand-selected, half & full-day experience itineraries paired with a ride in a super stylish, 100% electric Moke car.
Moke & Wine Tours was the first small business to join The Hatchery, an angel investment and acceleration program for entrepreneurs by Hatch Planning & Strategy. www.MokeandWine.com
Company Status: Active
My Current Involvement: Exited in Fall 2022
PLATFORM by RAW Artists™
Est. 2020
PLATFORM by RAW Artists™ is a licensing program that consists of RAW Artists’ intellectual property, proprietary technology, and trademark.
The centerpiece of the program is our PLATFORM by RAW Artists™ software which had been developed over almost 15 years. As a global organization, we created our own technology to plan, promote, and produce crowdfunded creative showcase events in multiple currencies and locations.
The software boasts a CRM, mobile app, ticket selling, and tracking suite as well as digital production paperwork and automated promotional materials.
I developed the PLATFORM by RAW Artists™ license program including its pricing algorithm, sales process, and support structure. I am actively involved in the design and development of the software’s most recent iteration as well as the features to come. www.RAWartists.com/Platform
Company Status: Active & Growing
My Involvement: Founder & Operator
RAW Artists Inc.
Est. 2009
RAW Artists Inc. is the world’s largest independent arts organization. Our mission is to provide tools, resources, exposure, and education for independent artists everywhere. RAW was upstarted with zero investment or corporate sponsors and grew into a multi-million dollar, Inc. 5000 Fastest Growing Company (2019), with licenses in five countries around the world.
At its peak, I lead RAW’s team of 65 employees. I hired over 200 people over eleven years and developed all systems, training materials, handbooks, and standard operating procedures. I procured venue contracts in over 100 cities across the globe as well as cultivating national partnerships and relationships with press, vendors, and industry professionals in the field.
I also consulted and worked with thousands of creative entrepreneurs in various mediums. www.RAWartists.com
Company Status: Active, independently owned & operated showcases
My Current Involvement: Founder
FOUND Agency
Est. 2015
FOUND Agency is a subsidiary of RAW Artists Inc that emerged organically after multiple approaches by corporate entities wanting artists involved in their projects. FOUND Agency works exclusively with artists within the RAW artists organization. FOUND Agency helps corporate clients in need of creative projects like murals, beauty services, photography, or entertainment booking. FOUND not only connects artists and commercial clients but also manages each creative project from start to finish.
FOUND Agency has brokered and completed projects all over the United States with murals being the most popular service. FOUND Agency has worked with hotels, commercial developers, retailers, restaurants, and even the NFL. www.FOUND.agency
Company Status: Paused (2020)
My Current Involvement: None
HALuerra LLC
Est. 2008
HALuerra LLC is a holding company for all businesses, projects, and investments that I have taken on during my career. My LLC’s current holdings include Hatch Planning & Strategy and my book The Work of Art. www.HeidiLuerra.com
Company Status: Active
My Current Involvement: Active
Project Ethos
Est. 2005
Project Ethos was my first large-scale business. In 2005 I began hosting fashion, music, and art events for myself and my creative friends with a unique crowdfunded method. Over the course of three years, I grew the bi-annual show to a 2,500-person, celebrity-attended, red-carpet event where the likes of Colbie Callait, OneRepublic, and Andy Grammar played our stages. The show was heavily fashion-focused and later showed brands like Nicole Miller, Hale Bob, and Frederick’s of Hollywood.
I left the company to my partner in 2008. The show continued to run until 2015.
During my tenure, I devised the show format, theatrical openings, thematic decor, and event graphics and managed over 35 independent contractors from age 20-23. www.ProjectEthos.com
Company Status: Permanently Closed (2015)
My Current Involvement: None
Also worth mentioning: I started a clothing line at age 19 (2004) called EveryWear clothing which I sunsetted in 2006. As an eleven-year-old, I had small neighborhood businesses that provided babysitting and housecleaning. I also sold catalog items door-to-door most Summers until about age 14.