Split startups

Don't merge until https://github.com/theodi/publisher/pull/109 and https://github.com/theodi/content_api/pull/93 have been done.

Will also need someone (@langphil?) to fill in the joined and graduated fields (once the above PRs have been merged and deployed)

Fixes https://github.com/theodi/content_api/pull/93
Prefer double-quoted strings unless you need single quotes to avoid extra backslashes for escaping.