Today's Entrepreneur: Spencer Price

Kristin Karaoglu · July 17, 2019 · Short URL:

No.1 mistake entrepreneurs make is not starting

Today's entrepreneur is Spencer Price, Co-Founder & CEO of Halla

Halla is an artificial intelligence (AI) company that provides retailers personalized recommendations for food ordering. Halla is helping grocers further explore consumer shopping habits. Halla recently closed $1.4 million seed round led by E&A Venture Capital, along with multi-stage VC investor SOSV. The new funding of Halla will allow them to scale its offerings, gaining more in-depth personalization and forecasting data. 

Price is a Los Angeles native, he co-founded Halla while studying business at USC. Originally expecting the project to be a “side-hustle” to his studies and internship with’s recording studio, he chose to leave both when Halla took off. Price is the organization’s principal dealmaker, responsible for relationships with grocery partners, data providers, and investors.


Why did you choose to be an entrepreneur?

What choice? ;) 

What are your favorite startups?

I love the products and customer experiences offered by a number of consumer-facing startups, namely Lyft, Spotify, and Tesla.

Why did you start your current company? 

Starting a company can be a funny thing... I was really excited to work on something “outside of the classroom” with Henry and Gabriel, and after long enough, our company just… materialized. Poof. Just like that.

What's most frustrating and rewarding about entrepreneurship/innovation?

Frustrating: probably “focus fatigue”. Staying laser-focused is a critical component of successful innovation, but when you do it for long enough, it can begin to feel draining without the right atmosphere.

Rewarding: the ability to make a profoundly positive impact on communities and industries alike.

What's the No. 1 mistake entrepreneurs make? 

Not starting!

What are the top three lessons you've learned as an entrepreneur?

  1. Take risks
  2. Be careful
  3. Rejoice
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Kristin Karaoglu

Woman of many skills: Database System Engineer; SplashX event producer; Author of Startup Teams

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Inspiring a more curious world. 

Halla is the only software company that dynamically profiles human taste to help people make better choices.


Spencer Price

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Co-Founder & CEO at Halla