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Joel Northrup is a co-founder of Service Cart, a company they started in 2023. Prior to this, they were the founder and CEO of Deep Lawn, a software product for lawn care and landscape companies that utilizes machine learning and geospatial data. Joel held this role from 2021 until the present. Before Deep Lawn, Joel worked as a Machine Learning Engineer at Samsung Austin Semiconductor from 2020 to 2021. Joel also worked as a Data Scientist at Lawn Robotics from 2018 to 2020. Joel's work experience includes co-founding Lawn-Tek in 2011 and serving as a co-founder until 2019.

Joel Northrup pursued their education at the University of Iowa from 2016 to 2020, where they completed a Bachelor of Science (BS) degree in Statistics and Computer Science.