9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (2022)

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Ellen Thomas

2022-06-20T14:40:49Z

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (1)

Nik Sharma; Willow Growth; Imaginary Ventures; Selva Ventures; Marianne Ayala/Insider

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  • Despite headwinds in the space, investors are still looking for DTC brands to invest in.
  • VCs are looking for mission-driven founders who can speak directly to targeted audiences.
  • Insider reviewed past investments and recommendations for this list of must-know VCs.

For aspiring founders thinking of starting a direct-to-consumer brand, securing venture capital is likely not as easy as it once was.

As the original DTC disruptors have started to go public, disclosing less-than-stellar financials, many venture capitalists who got in early on household names like Glossier and Warby Parker are shifting their investment strategies to focus on e-commerce technology and the metaverse.

There are the headwinds to operating a DTC business, such as supply-chain disruptions, rising customer-acquisition costs, and an increasingly saturated market. These trends have made 2022 a banner year for consumer brands partnering with wholesalers.

Global venture funding reached $143.9 billion in the first quarter of 2022, down 19% from the prior quarter, according to CB Insights. In the US, the biggest deals went to companies in biotech, security analytics, and logistics.

Despite the drastically changing DTC landscape, there are still investors who are bullish on investing in consumer brands — but they won't take a chance on just any brand or founder.

"In 2010, when we started investing in the consumer space, we were really excited about new brands taking on old incumbents. You just needed to be smart and savvy and have a great idea in a new space," Caitlin Strandberg, a partner at Lerer Hippeau, said. "Now, there's a lot of competition, and we're interested in these really unique things, like real technology or real applications of science-based innovations, that not everyone can go and build. You have to have real skills."

Insider reviewed past DTC investments by investors and fielded recommendations from the venture-capital community to compile this list. Below are the key investors to know if you're thinking about starting a consumer brand or raising cash and what they are looking for.

(Video) Seed Funding for Startups: How to raise venture capital as an entrepreneur

Kiva Dickinson, cofounder and managing partner, Selva Ventures

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (2)

Kiva Dickinson

Key investments: As a partner at his former VC firm CircleUp, Dickinson led funding for Nutpods and Liquid I.V., which Unilever acquired in 2020. Now, he focuses on early-stage investments in consumer brands like Mid-Day Squares and Native Pet.

How to get his attention: "We look for brands that are solving a real problem for the consumer that surrounds their health and wellness, making healthier living more convenient, fun, tasty, or engaging. Brands that stand the test of time tend to do so by solving problems that truly matter to the consumer, such that the consumer is eager to sincerely recommend that brand going forward."

Kelly Dill, partner, Imaginary Ventures

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (3)

Kelly Dill

Key investments: Imaginary Ventures has had a hand in funding a slew of well-known fashion and beauty startups, including Skims, Good American, Mejuri, Nécessaire, and Glossier. Dill, who was recently promoted to partner, sits on the board of Nécessaire.

How to get her attention: "Not only are we hyperfocused on brands that can excite new customers in a unique way but founders who are engaging their customers over the long term. If you're adding value to a consumer's life, they'll come back to you, and all the metrics of your business get better."

(Video) Why venture capitalists want startups to lose money

Caitlin Strandberg, partner, Lerer Hippeau

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (4)

Caitlin Strandberg

Key investments: Caitlin Strandberg recently led Lerer Hippeau's investment in the sexual-wellness brand Cake, which just launched in Target. Lerer Hippeau has a long record of investing in hot consumer brands, like Everlane, Studs, and Parade.

How to get her attention: "It's about a founder-market-mission fit. For a long time, investors thought that a founder-market fit was all you needed, but I personally think the founder needs to be connected to a particular mission, like building in unmet or underserved markets and looking for differentiated communities and groups of people, like women of color and Gen Z."

Deborah Benton, founder and managing partner, Willow Growth Partners

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (5)

Deborah Benton

Key investments: Benton focuses on early-stage investments in businesses she believes have a strong, realistic chance at profitability. Willow's portfolio includes the baby and kids furniture brand Lalo, the influencer Amber Fillerup Clark's hair-care line, Dae, the makeup brand Kosas, and Manscaped.

How to get her attention: "Some of the key values we invest behind are sustainability, ethical production, diversity and inclusion, democratized access, clean and nontoxic ingredients and formulations, better for you or better for the world. Consumers are demanding transparency and authenticity from the brands they support and are looking to spend with brands building like-minded communities whose values reflect their own."

Kirsten Green, founder and managing partner, Forerunner Ventures

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (6)

Kirsten Green

Key investments: Forerunner was an early investor in the first wave of next-generation consumer brands, including Glossier, Away, Warby Parker, and Dollar Shave Club. The fund's investment thesis has shifted toward e-commerce technology but still dabbles in DTC with recent investments in Oura, Eclipse, and A-Frame.

How to get her attention: "Years ago, we were largely motivated by shifting category dynamics and new unlocks on how to engage with the consumer, manage the business, and drive efficiencies while delivering a best-in-class experience. Forerunner remains active in the DTC and CPG spaces but with an evolving focus on where there is real opportunity for newness and better business."

Nik Sharma, CEO, Sharma Brands

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (7)

Nik Sharma

Key investments: Sharma, who formerly led the DTC business at Hint, is a marketing consultant and angel investor in brands like Brightland, Caraway, and Maude. The self-proclaimed "DTC guy" has attracted over 100,000 followers on Twitter by dispensing regular advice and commentary on running a DTC business.

How to get his attention: "Brands today need to act like creators — putting their audience's needs first. The best brands have an understanding of who their customer is, why their customer is buying from them versus a competitor, and have a knack for understanding customer feedback to build a product road map that's aligned with the audience they build."

(Video) VC Reveals REAL Traction Metrics you need to Raise Venture Capital

Michael Duda, managing partner, Bullish

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (8)

Michael Duda

Key investments: Duda invested early in brands like Warby Parker and Harry's. Now, he's focused on the next generation of category-disrupting early-stage consumer brands, like the period-products brand August, the at-home-hair-color brand Hally, and the supplement brand Rae Wellness.

How to get his attention: "We don't try to look for trends. We study cultural tendencies and movements. There are great entrepreneurs right now attacking things in the mental-health space, dealing with digital detox, 'do it for me' industries for time-pressed consumers. It's more about a culture fit than a product fit."

Ben Lee, managing director, CircleUp

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (9)

Ben Lee

Key investments: Lee's fund is heavily invested in the food category, including brands such as Kettle & Fire, 4th & Heart, Liquid I.V., Super Coffee, and The Good Crisp Co.

How to get his attention: "One of the key things I look for in a founder is clarity of vision — what does the brand uniquely stand for and how will you most effectively reach your target consumer? It's easy to try to represent all the latest buzzwords like keto, Gen Z, or sustainability, or follow the conventional wisdom on how to build a brand. Instead, I love to see when there are one to two areas where a brand really spikes and stands out. That gives it a true differentiation and advantage."

Tina Bou-Saba, cofounder and comanaging partner, Verity Ventures

9 venture capitalists that every early-stage consumer brand should know if they're looking to raise capital (10)

Tina Bou-Saba

Key Investments: At her previous fund, CTX Investments, Bou-Saba got in early in buzzy beauty and grooming brands like Huron, Kosas, Saie, and Olive & June. At her new fund, Verity Ventures, she's using her keen eye for understanding trends to invest in the next big trendy labels, like the wellness brand Arrae, Dae, and Noto Botanics, a skin-care and makeup line from the makeup artist and influencer Gloria Noto.

How to get her attention: "For us, it's critical that founders truly understand their target customers. In many cases, the founder is the target customer, and their connection to the brand is authentic and values aligned. It's also important that founders have solid community-building skills, and/or an existing community to tap into, given the competitive intensity across all consumer categories."

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(Video) Innovation 101 Extras: What Venture Capitalists Look For

FAQs

What is early stage venture capital? ›

What is Early Stage Capital? Investors can be involved in companies from their inception onward but a common point where investors enter the market is with early-stage capital. This is a venture capital investing that is provided to set up the initial operation and basic production.

What do venture capitalists look for in order to invest in a new venture? ›

With so many investment opportunities and start-up pitches, VCs often have a set of criteria that they look for and evaluate before making an investment. The management team, business concept and plan, market opportunity, and risk judgement all play a role in making this decision for a VC.

What is the most important thing that a venture capitalist is looking for in a company to invest in? ›

Large Market Size – Total addressable market (TAM) is one of the most important factors that VCs look for in any new business. To generate a large enough return, venture capitalists want to see that your target market is substantial enough and that you'll be able to capture a significant chunk of that market.

What are the main requirements that most venture capitalists look for when evaluating a new venture opportunity? ›

5 factors venture capitalists evaluate when deciding whether to invest in a startup
  • What VCs look for in an investment opportunity. ...
  • A solid management team in place. ...
  • Capital requirements and utilization plan. ...
  • Proof of concept of innovative product. ...
  • A detailed plan for how the capital will be put to work. ...
  • Revenue potential.
13 May 2022

What do we need to know about venture capitalists? ›

A venture capitalist (VC) is an investor who supports a young company in the process of expanding or provides the capital needed for a startup venture. Venture capitalists invest in companies because the potential return on investment (ROI) can be significant if the company is successful.

What are the 3 stages of VC business funding? ›

Early stage (also called first stage or second stage capital) Expansion stage (also called second stage or third stage capital) Bridge stage (also called mezzanine or pre-IPO stage)

What venture capitalists look for in a startup before funding? ›

High level of involvement in their portfolio companies. Strategic guidance of the portfolio companies. Helping companies connect with investors. Helping companies connect to customers.

What do early stage investors look for? ›

First and foremost, investors want to see a solid, well thought out, convincing and complete business plan. They want to know they you're not winging it, not overly optimistic, and at least mostly realistic about the future of your business.

What are the top 5 things a VC cares about while evaluating a growth stage startup? ›

The Top 5 Things Investors Look for in Startups
  • Experienced, invested and passionate founders.
  • Momentum and traction.
  • The market.
  • The business plan.
  • The concept.
24 Apr 2019

What kind of investors look for early stage companies? ›

Angel investors invest in early-stage or startup companies in exchange for an equity ownership interest. While it is true that angel Investors expect a substantial ROI, it is not the only thing that they are looking for when making investment decisions.

What are the six 6 parameters that a venture capital firm needs to consider as it enters a foreign market such as China? ›

  • Capital Availability. FDI is mainly dependent on the available investment capital that may be put into circulation. ...
  • Competitiveness. ...
  • Regulatory Environment. ...
  • Stability. ...
  • Local Chinese Market and Business Climate. ...
  • Openness to Regional and International Trade.

What is the most important thing that a venture capitalist is looking for in a company to invest in quizlet? ›

what is the most important thing that a venture capitalist is looking for in a company to invest in. the most important aspect for venture capitalists are people. The purpose of a pit is convincing the VC that you are the person tp invest in.

What are the 5 key elements of venture capital? ›

5 Key Components To Help Your Business Attract Venture Capital Investors
  • Unique Idea. ...
  • Show Experience. ...
  • Build a Strong, Dependable Team. ...
  • Growth Potential. ...
  • Defensible Business Model.
10 Jul 2015

What is the right stage to approach a VC with a plan? ›

VCs also talk to each other and you don't want to risk a negative signal becoming a systemic issue. To minimize all of this I always recommend entrepreneurs to approach VCs slightly before financing to get feedback and assess their real interest — call it prepping for the raise.

What guidelines should entrepreneurs follow when they are selecting a venture capitalist? ›

5 Important Factors for Selecting the Venture Capital by an...
  • Hands on or Hands off Approach: The hands on style of management will normally involve a representation on the board. ...
  • Deal Structuring Flexibility: ...
  • Exit Aspirations: ...
  • Fund Viability and Liquidity: ...
  • Track Record of the Fund and Its Team:

What are the stages of venture capital financing? ›

Stages of Venture Capital Financing
  • Pre-Seed/Accelerator-stage Capital. Pre-Seed-stage is capital provided to an entrepreneur to help them develop an idea. ...
  • Seed-stage Capital. ...
  • Early-stage Capital. ...
  • Later-stage Capital.
7 Jul 2022

How do you raise venture capital? ›

How To Raise Venture Capital Funding in 7 Steps
  1. 1 Determine Business Valuation.
  2. 2 Determine Funding Need.
  3. 3 Put Your Pitch Together.
  4. 4 Target Venture Capital Investors.
  5. 5 Negotiate.
  6. 6 Proceed Through Due Diligence.
  7. 7 Close The Deal.
  8. 8 Alternatives to Venture Capital.
3 Feb 2022

What are the key factors a venture capitalist uses to value a new venture? ›

9 Things Venture Capitalists Evaluate When Deciding to Invest in Your Startup
  • Understanding of the market.
  • Uniqueness of the business.
  • An innovative outlook.
  • Personality and passion of the founder.
  • Your business plan.
  • Financial outlook.
  • The startup team.
  • Milestones.
5 Mar 2021

Why is venture capital often provided in stages? ›

Because the business likely already has a commercially viable product and is starting to see some profitability, venture capital funding in the emerging stage is largely used to grow the business even further through market expansion and product diversification.

In which stage of a business are venture capital firms most likely to invest? ›

Most often, venture capitalists invest in a company across several stages. . -Expansion stage investments (companies in the rapid growth phase). Only about 2% of venture capital goes to businesses in the startup or seed phase.

What are the in general the purpose of raising Series A funding by a startup? ›

Objectives of Series A Financing

The common goals in the series A round include reaching milestones in product development and attracting new talent. In this stage of development, a company intends to continue the growth of its business to attract more investors to future rounds of financing.

What are the 5 questions to ask before you invest? ›

5 questions to ask before you invest
  • Am I comfortable with the level of risk? Can I afford to lose my money? ...
  • Do I understand the investment and could I get my money out easily? ...
  • Are my investments regulated? ...
  • Am I protected if the investment provider or my adviser goes out of business? ...
  • Should I get financial advice?

What questions you should ask a potential venture capital investor? ›

13 Questions to Ask Your Investor Before Taking Their Check
  • How much do you normally invest?
  • What is your top concern about our company, team, or product?
  • How do you feel about our timeline so far and moving forward?
  • How Often Should We Expect to Meet After Funding?
  • How do you see this investment playing out?

How do you assess an early-stage startup? ›

Top 5 Things VCs Evaluate Before Funding Early-stage Startups
  1. Talent: Does your team have the necessary technical skills to be successful?
  2. Experience: Where did your team come from?
  3. Passion: Does your team have the gumption to persevere through highs and lows?
  4. Adaptability: If necessary, is your team ready to pivot?
5 Jun 2018

Which risks of investing in an early-stage company seem the most important? ›

Personal risk

This is probably the most important and hardest risk to mitigate. Short of having a previous exit history, early-stage investors have very little to go on to assess your personal capabilities in terms of building a large and successful company.

What are some of the most important KPIs for a venture capital firm? ›

The Top 8 Important KPIs For Startups That VCs Will Audit
  • Activation rate. This term refers to the percentage of users who complete a specific milestone in the customer journey. ...
  • Active users. ...
  • Avg. ...
  • Burn rate. ...
  • Cash runway. ...
  • Customer Acquisition Cost (CAC) ...
  • Customer Churn Rate / Retention Rate. ...
  • Customer Lifetime Value (LTV)
16 Apr 2021

What is valuation based upon in the seed stage startup or early stage company? ›

“Valuation is really based on how much money the founders think they need,” says Pham. “Every round you're giving up 20 or 25 or up to 30%.” That rule of thumb, he says, helps guide every valuation negotiation.

How do venture capitalists find startups? ›

More than 30% of deal leads comes from VC's former colleagues and work acquaintances. 30% are from VCs initiating contact with entrepreneurs. 20% are from referrals by other investors. 8% are from referrals by people in the VC's existing portfolio of companies.

How do investors evaluate early stage companies Quora? ›

There are three key determinants of technical feasibility: clean and well-labeled data, robust algorithms, and extensive computing power. Investors will want to diligence whether the startup in question has access to usable data, how they obtain it, and whether they can continue to sustainably obtain the data.

What types of investors do you think you should approach to raise this capital? ›

8 Types of Investors for Startups
  • 1) Friends & Family. ...
  • 2) Banks & Government Agencies. ...
  • 3) Angel Investors. ...
  • 4) Angel Groups. ...
  • 5) Accelerators & Incubators. ...
  • 6) Family Offices. ...
  • 7) Venture Capital Firms. ...
  • 8) Corporate Investors.
2 Jan 2019

What is main focus of a venture capital to invest in a startup? ›

Venture Capital Fund is made up of investments from wealthy individuals or companies who give their money to a VC firm to manage their investment portfolios for them and to invest in high-risk start-ups in exchange for equity. The basic idea is to invest in a company's balance sheet and infrastructure.

What is a early stage startup? ›

What Is an Early Stage Startup? Early stage startups focus on product development, building a customer base and establishing a strong cash flow. To learn strategies for starting a business and growing past the startup phase, keep reading.

What investment criteria do venture capitalists use when screening potential businesses? ›

Overall, we find that the most important screening criteria of VCs are revenue growth, value-added of the product or service, the track record of the management team, and international scalability. Criteria such as profitability, the business model, and current investors are of comparably lower importance.

What is Blink's expected NPV and what will venfin's decision be? ›

The expected NPV of the Blink is -R1. 158 million. As the expected NPV of the blink turns out to be negative which means that the investors/venture capitalists will not fund the Blink for their research and development of their app. As a result, Venfin ltd will not invest in the blink at their seed stage.

What is meant by venture capitalist? ›

A venture capitalist (VC) is a private equity investor that provides capital to companies with high growth potential in exchange for an equity stake. This could be funding startup ventures or supporting small companies that wish to expand but do not have access to equities markets.

Which of the following should an entrepreneur do when managing a venture in its early stages? ›

Which of the following should an entrepreneur do when managing a venture in its early stages? The entrepreneur should set sales values that may represent key decision marks in terms of major capital investment.

Which of the following criteria does a venture capitalist expect a company to satisfy before committing funding to the company? ›

Which of the following criteria does a venture capitalist expect a company to satisfy before committing funding to the company? (Check all that apply.) The business opportunity must have significant capital appreciation. The product offered by the company must be unique.

What are the top 5 things a VC cares about while evaluating a growth stage startup? ›

The Top 5 Things Investors Look for in Startups
  • Experienced, invested and passionate founders.
  • Momentum and traction.
  • The market.
  • The business plan.
  • The concept.
24 Apr 2019

What kind of investors look for early stage companies? ›

Angel investors invest in early-stage or startup companies in exchange for an equity ownership interest. While it is true that angel Investors expect a substantial ROI, it is not the only thing that they are looking for when making investment decisions.

What is early stage venture capital? ›

What is Early Stage Capital? Investors can be involved in companies from their inception onward but a common point where investors enter the market is with early-stage capital. This is a venture capital investing that is provided to set up the initial operation and basic production.

What is the most appropriate stage to approach a VC? ›

VCs also talk to each other and you don't want to risk a negative signal becoming a systemic issue. To minimize all of this I always recommend entrepreneurs to approach VCs slightly before financing to get feedback and assess their real interest — call it prepping for the raise.

What are the six 6 parameters that a venture capital firm needs to consider as it enters a foreign market such as China? ›

  • Capital Availability. FDI is mainly dependent on the available investment capital that may be put into circulation. ...
  • Competitiveness. ...
  • Regulatory Environment. ...
  • Stability. ...
  • Local Chinese Market and Business Climate. ...
  • Openness to Regional and International Trade.

What are the 5 key elements of venture capital? ›

5 Key Components To Help Your Business Attract Venture Capital Investors
  • Unique Idea. ...
  • Show Experience. ...
  • Build a Strong, Dependable Team. ...
  • Growth Potential. ...
  • Defensible Business Model.
10 Jul 2015

What are early stage startups? ›

What Is an Early Stage Startup? Early stage startups focus on product development, building a customer base and establishing a strong cash flow. To learn strategies for starting a business and growing past the startup phase, keep reading.

What is late stage VC? ›

Late stage venture capital are investments that occur after a venture-backed company has developed its product, proved that there is a market opportunity, has meaningful revenues and is close to having a potential exit (liquidity event) such as the sale of the company or an initial public offering.

What are the 5 stages of investing? ›

  • Step One: Put-and-Take Account. This is the first savings you should establish when you begin making money. ...
  • Step Two: Beginning to Invest. ...
  • Step Three: Systematic Investing. ...
  • Step Four: Strategic Investing. ...
  • Step Five: Speculative Investing.

Is series a early stage? ›

In the United States, Series A preferred stock is the first round of stock offered during the seed or early stage round by a portfolio company to the venture capital investor.

What kind of investors look for early-stage companies? ›

Angel investors invest in early-stage or startup companies in exchange for an equity ownership interest. While it is true that angel Investors expect a substantial ROI, it is not the only thing that they are looking for when making investment decisions.

Which of the following are common forms of funding a start up in early stages? ›

There are many different funding options to navigate in the early stages of a startup.
...
Let's explore the five most common types of startup funding sources, with links to more detailed explorations of each type of funding.
  • Series funding. ...
  • Crowdfunding. ...
  • Loans. ...
  • Venture Capital. ...
  • Angel Investors.

What are the main differences between what investors are looking for in early and later stage investments explain? ›

Furthermore, early stage investors are looking for a higher return on their investment, while later stage investors are looking for stability. On average, early stage investments could take ten years to exit, or even longer if the company needs to go public or plans an acquisition.

Is Series B early stage or late stage? ›

Series B financing is the second round of funding for a company that has met certain milestones and is past the initial startup stage. Series B investors usually pay a higher share price for investing in the company than Series A investors.

What's the meaning of venture capital? ›

Venture capital (VC) is a form of private equity and a type of financing that investors provide to startup companies and small businesses that are believed to have long-term growth potential. Venture capital generally comes from well-off investors, investment banks, and any other financial institutions.

What is the purpose of the Rule of 72? ›

The Rule of 72 is a calculation that estimates the number of years it takes to double your money at a specified rate of return. If, for example, your account earns 4 percent, divide 72 by 4 to get the number of years it will take for your money to double.

What are the 5 stages of investing quizlet? ›

Terms in this set (5)
  • put and take account. put paycheck in account and take cash out as needed. ...
  • beginning investments. 20's and early 30's - conservative and low risk investments, little cash invested.
  • systematic investment. ...
  • strategic investment. ...
  • Speculation.

What is the first step to wise investment practices? ›

The first step to successful investing is figuring out your goals and risk tolerance – either on your own or with the help of a financial professional. There is no guarantee that you'll make money from your investments.

How do you raise venture capital? ›

How To Raise Venture Capital Funding in 7 Steps
  1. 1 Determine Business Valuation.
  2. 2 Determine Funding Need.
  3. 3 Put Your Pitch Together.
  4. 4 Target Venture Capital Investors.
  5. 5 Negotiate.
  6. 6 Proceed Through Due Diligence.
  7. 7 Close The Deal.
  8. 8 Alternatives to Venture Capital.
3 Feb 2022

Is early-stage VC the same as seed? ›

Seed funding typically starts with family, friends, and other angel investors who like to work with startup companies. For early-stage financing, venture capitalists focus on up-and-coming businesses with products they think will sell.

What are the in general the purpose of raising Series A funding by startup? ›

The common goals in the series A round include reaching milestones in product development and attracting new talent. In this stage of development, a company intends to continue the growth of its business to attract more investors to future rounds of financing.

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