Dallas Inc Founder and Ceo Charlie Lass
For over 20 years, Dallas Incorporated Founder and CEO Charlie Lass, has overcome a multitude of entrepreneurial challenges.
“The hardest part is dealing with the uncertainty and stress,” he says. “Entrepreneurs are solitary creatures by nature, and there is no part of your startup that you are not involved in. The pressure builds.”
Through highs and lows, including the COVID-19 pandemic, Lass and his team have learned from mistakes in order to equip other businesses toward success. As a consultancy firm and private investment fund, Dallas Inc. provides expert services in multiple areas: its clients can access hands-on assistance with branding, social traction and advertising, web development, SEO, strategy, fundraising, rebuilding executive boards, and more.
Dallas Inc. also serves as a connector between prospective investors and its startup clients. Using its foundation of profitable launches, Dallas Inc. helps investors establish and track long-term business partnerships.
Lass launched Dallas Inc. in 2021 during a local event that garnered the support and attendance of Dallas, Texas mayor, Eric Johnson. Prior to launch, Lass and his small team amassed decades of combined experience in entrepreneurial successes and failures. Also an MIT alum and Sloan lecturer, Lass is passionate about teaching, mentoring, and mental health advocacy for entrepreneurs.
Dallas Inc. Founder and CEO Charlie Lass with Dallas Texas Mayor Eric Johnson
“My entire career so far has been launching new ventures. I’ve never had a ‘real job’, always looking to improve on an existing process or product or launch something completely new,” Lass says. “I’ve been involved in developing the strategy and tactics of more than 400 startups and been through the startup-exit journey multiple times in the UK and US.”
The Dallas Inc. model is designed to be automated, multifaceted, and short-term. This approach counters traditional timelines for business and product development, which can take months or years to launch.
“We can take any idea to market in 30 days,” Lass says. “We offer the process to ambitious individuals who may not have the time to validate their idea, or lack the in-depth knowledge that launching a successful startup requires.”
Dallas Inc. advises businesses through possibilities and potential pitfalls of product launches and improvements. According to its website, 75 percent of new products fail.
So, while preparing to go to market, the firm ensures that company ideas align with consumer needs and wants. This approach promotes success for businesses and their investors.
“Market validation is the most important thing for a new concept, and almost everyone fails to do it,” Lass says.
Businesses working with Dallas Inc. have to make a financial investment to begin their 30-day idea launch. Lass, though, says he commits to keeping this starting expense low relative to the cost of failed efforts.
“We want people to feel reassured that a concept can be launched with minimal risk. Yes, it costs $50k, but at the end of it, you have a validated idea and a value-creating asset. No debt, no depreciation. Only growth,” he says. “We have pioneered the start-up-as-a-service concept for individuals, and it’s based on real experience.”
Each of the firm’s clients receives personalized, dedicated attention since the firm only works with one founder at a time. The client selection process is selective, too, to optimize the 30-day strategy.
“We want to create a brand that exudes confidence and experience,” Lass says. “One that tells people that it doesn’t require $250k and 12 months to launch.”
He notes that Dallas Inc. doesn’t completely eliminate the stresses and challenges that can arise with a business launch. Financial instability, unprecedented current events, and other obstacles are still risks, he says, but. Yet, the goal is to help business founders set focused priorities, solidify market buy-in, and persevere through the process.
Preparing for the Future
“We’ve spent 20 years developing the most efficient tasks needed to launch and de-risk a new venture,” Lass says. “We’re very good at it since we’ve made most mistakes already, all around the world.”
Dallas Inc. currently operates in Dallas and Fort Worth, Texas. In 2023, it plans to launch services in Austin and Houston.
