LevelEleven spins out of M@dison Building and into bigger downtown offices

LevelEleven is leaving the nest where it was formed, the M@dison Building, and moving into its own office a few doors down on Woodward Avenue.

The software startup is taking the third floor of 1520 Woodward, one of the recently renovated commercial buildings on the same block as the M@dison Building. The block of buildings is being branded as the M@dison Block. It is primarily owned by Rock Ventures, the umbrella entity for Dan Gilbert's business and real estate portfolio, and occupied mostly by Gilbert-affiliated startups.

"We want to stay in the tech community that is building here," says Bob Marsh, CEO of LevelEleven. "Detroit Labs (another early occupant of the M@dison Building) is on the floor above us."

The 2-year-old startup has hired 10 people over the last year, including two that started this week. The new positions include sales professional and client services people. LevelEleven is looking to hire another three people currently.

"We have about 25 people and this space will allow us to grow to about 50 people," Marsh says. "There is a lot of room to grow."

HelloWorld spun out LevelEleven to sell an enterprise gamification app (native to the salesforce platform) with the idea of motivating sales professionals and tracking their progress. It recently added the Scorecard feature, which offers personalized analytics and historical trends for salespeople that allow managers and teams to assess and respond to key pieces of data.

"It tells the sales person exactly what they should be spending their time on," Marsh says. "It's a huge evolution for us."

LevelEleven, a portfolio company of Detroit Venture Partners, is looking to close on a 7-figure Series A in the next 60 days. That money will help it scale its business. It is already growing at a 200 percent annual growth rate and has added a number of new clients, such as Staples, Pandora, and Ford.

"We work with companies that have 25 sales people to companies that have a couple thousand like Comcast," Marsh says.

Source: Bob Marsh, CEO of LevelEleven
Writer: Jon Zemke

Read more about Metro Detroit's growing entrepreneurial ecosystem at SEMichiganStartup.com.