Lee Schneider is a communications director, author and instructor specializing in network building for startups.


Lee Schneider is the founder of Red Cup Agency. Red Cup is a communications agency based in Santa Monica, CA that builds networks of users, customers and influence around growth companies. The company works at the intersection traditional PR and advertising, supported by social media and media development. Red Cup manages data-driven business intelligence projects, develops Facebook advertising campaigns, provides editorial support for blogs, guest posts and OpEd pieces, and produces podcasts for clients.

The company was founded in 2010. The ‘red cup’ in the name comes from Mr. Schneider’s mother Jane, who was a sculptor. Before she started any new project, she drank from a red cup. The image has always symbolized the creative nature of the company. Mr. Schneider is on Twitter as @docuguy. He writes for Medium and produces the cult/tech podcast.

He is an instructor at USC, teaching a popular online course about media, marketing, and entrepreneurial thinking. He has taught marketing courses for General Assembly in Santa Monica, CA. Mr. Schneider was the founder of Digital Fundraising School, an online school that offered crowdfunding classes to entrepreneurs, media makers and tech startups.

He was the founder of DocuCinema, a media production company. He was co-creative director of The Shelter Media Project, a multi-media chronicle of the design for good movement in architecture. He has written, produced, directed and edited documentaries for The History Channel, Discovery Health Channel, The Learning Channel, Bravo, Food Network, Court TV (tru tv), ReelzChannel, A&E and many corporate clients. He started his career as a freelance writer at Good Morning America and was a producer at Fox and Dateline NBC. While still in college, he wrote for The Fort Worth Star-Telegram, as a general assignment reporter. This assignment required using a typewriter. He is married and has three children. View a detailed career history on LinkedIn.


The Angel Investor Handbook.  Amazon Kindle edition coming 2017.

Chronicle of a Startup Town: Los Angeles. Amazon. Kindle edition published 2015. Paperback edition released in 2016.

Be More Popular: Culture Building For Startups.  Amazon. Kindle edition published 2014. Paperback edition published 2015. Audiobook edition published 2016.

Selected articles posted in Techli written by Lee Schneider

How to Pitch Your Startup: Advice from an Angel

ThinkCERCA:  How to Get Ed-Tech Startup Traction

Taplet Enters the LA Startup Picture

LA Startups Attracting a Diversity of Talent

Coloft: A piece of LA Startup History

Los Angeles: Dawn of a Startup Town

The LA Startup Ecosystem is Different

Selected articles posted in Medium written by Lee Schneider

Focus and Flow in Startups

Get Inside the Mind of an Angel Investor

Why Be a Storyteller? 

Why Science Needs Help Talking About Itself

Magazines and YouTube, Story and Image

Selected Huffington Post Articles Written by Lee Schneider

Why Start Your Own Podcast? 

Designing with the Other 90%

Participatory Design in Detroit Heals a Neighborhood

Building Change One Brick at a Time in Haiti, China and Indonesia

Putting My Head in the Tiger’s Mouth

Married to a Holy Vibe Chick

What is Natural Wine?

Curry Stone Design Prize: Design With a Mission

Selected iMedia Connection Articles Written by Lee Schneider

What is your Website for?

How to Promote Your Startup

Five Steps to Social SEO

Selected Articles and Press about Lee Schneider

4 characteristics that have come to define LA tech, by Patrick Hechinger, Built in Los Angeles

Lee Schneider: How Los Angeles Became a Startup Town, by Ben Kuo, SoCALTECH

Starting Up and Starting Over, by Noah Smith, SMASHD – quoted

NYC Offers Classes on How to Kickstart Your Kickstarter, by Gena Hymowech Village Voice – quoted

Public Interest Design blog writing about Lee Schneider media presentation.

College of Design Teams Up With Documentary FilmMaker for “Shelter”
University of Minnesota blog.

Traveling Fast and Light with Repurposed Journalist Lee Schneider
The Repurposed Journalist

Should Entrepreneurs Go to College?
Transcription of podcast interview on Startupbros.com

Workshops and Webinars Led by Lee Schneider

Visual Storytelling and Entrepreneurship in Media, USC School of Architecture
Digital Fundraising School – online conferences and crowdfunding classes
How to Publish Your Book on Amazon: An Indie Publishing Guide – BigMarker
How to Tell A Story Online – Talk for photographers who want to expand their portfolio into video
Secrets of Social Media – Public Architecture
Digital Storytelling for Design Activists – Architecture for Humanity
Designing Media for Social Change –  University of Minnesota, College of Design
Digital Storytelling – University of Minnesota, College of Design

Classes and Talks

How to Make Your Startup Insanely Popular – General Assembly
How to Write a Pitch to Bloggers and Journalists – General Assembly
Launch Your Crowdfunding Video with Your iPhone or Smartphone – General Assembly
Online Marketing Analytics  – General Assembly
Capital Idea: Getting Started with Crowdfunding – General Assembly
Visual Literacy in Media for Architecture and Design – University of Southern California, Dept of Architecture – member of USC faculty

Design Open Mic:  Shelter:connect.  Lee Schneider and Richard Neill discussing design activism at Architecture for Humanity in San Francisco

USC School of Architecture – Lecture and Presentation about Design Activism
Panel Moderater – San Francisco Green Film Festival – Activist Architecture
Panelist – Design for Good, Room & Board, Culver City
Presenter – Using LinkedIn – Santa Monica Chamber of Commerce

Radio Interviews

wSRadio- Find a Low Friction, Organic Path to Content and Social Media Channels
Lee Schneider, Communications Director for Red Cup Agency shares his thoughts and insights on Using Social Media, Creating Content and Understanding Your Market. Lee is also the author of “Be More Popular: Culture-Building for Startups,” an Amazon #1 Bestseller in the Startups category, as well as “Chronicle of a Startup Town: Los Angeles”.

Punch! Media and Marketing Made Easy
Guest Lee Schneider speaks about marketing you business online

Part 1

Part 2

Part 3

Podcast Interviews

Approchable Architect Podcast

Guest Lee Schneider speaking about his work as the director of the Shelter movie

Smart Marketing for Small Business

‘Smart Marketing for Small Business‘ is a weekly podcast on blogtalkradio.com conducted by Leslie Wolff, CEO of Smart Marketing Group. As the third guest in the lineup, Lee Schneider talks about engaging with prospective clients using MailChimp or Constant Contact and also discusses the value of blogging.

Driving Your Marketing

Guest Lee Schneider speaks about why your business might not need to be on Facebook

beGlobal Podcast – interviewer 12 episodes
TechSmart Podcast – interviewer 25 episodes

Social Media Channels

Red Cup Agency on Twitter: http://twitter.com/redcupagency 2K followers

Lee Schneider on Twitter: http://twitter.com/docuguy  11K followers

Lee Schneider on Medium http://medium.com/@docuguy 1.4K followers

Lee Schneider’s Facebook Author Page: https://www.facebook.com/lee.schneider.author

Selected Media Releases by Red Cup Agency

Matt Wenk, Celebrated Chief Winemaker At Two Hands In Australia, Will Focus On His Private Label, Smidge Wines
Matt Wenk officially launches Smidge Wines.

TBWA/Chiat/Day Hosts Lars Topelmann Sticker Exhibit
Our client Lars Topelmann Photography is featured in an exhibit at an ad agency

Red Cup Agency and Organic Wine Exchange Leading Education Campaign about Natural Wine

Red Cup Agency to lead online campaign for Childless Mothers Adopt

Cover Oregon Makes Health Care Choices Accessible
Our client Lars Topelmann Photography photographs a health care campaign

Announcing the Release of Magic Dirt from Smidge Wines
Our client Smidge Wines announces a new release

Real Food Daily is the Nature’s Plate People’s Choice Winner in Los Angeles
Our client Real Food Daily wins the Nature’s Plate People’s Choice Award

World Renowned Wildlife Photographer Launches New Online Portfolio
Our Client BigAnimals Expeditions launches a new portfolio

Expedition Leader Amos Nachoum Leads Adventure in Antarctica
Our client BigAnimals Expeditions leads an expedition

Reach for Me reaches Netflix and Amazon on September 13th, 2011

Images and Logos for Download

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Red Cup Agency


Lee Schneider


Lee Schneider


Book Covers

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Be More Popular: Culture-Building for Startups