LOS ANGELES BUSINESS JOURNAL: A story featured the conference First Look LA, co-sponsored by USC, UCLA and Caltech and held this year at USC. The conference brings together academic entrepreneurs and investors. Peter Beerel of the USC Viterbi School was among the academic entrepreneurs at the event, the story noted. "I've been involved in start-ups before, but this time it's my baby," said Beerel, whose proposed company Timeless Design Automation has patented technology aimed at enhancing the processing power and battery life of cell phones. The conference provides a way for the three institutions to showcase early-stage opportunities from their academics, the article reported.