Education

"Form unpredictable alliances. There are certain influencers, models, or other partners who are an obvious fit for your brand. It’s responsible to find the right alignment, but that gets boring. Surprise your community with a spokesperson or partnership they'd never expect.”

Jaime Schmidt, Founder of Schmidt’s Naturals, Investor at Color Capital

“I would be hyper-focused on communicating a marketing strategy that is unique to you and the data you've garnered on your target customers, to-date. Investors will be excited to see a) that you're shrewd and can learn with limited resources and b) that you know precisely where to put fresh capital to work once you raise it. Keep in mind, you're raising on the heels of a cycle when investor dollars were thrown at the Google and Facebook machine for growth at all costs. The result was many consumer brands underperformed upon exit. So while investors might seem shy around CPG at first, they'll warm up once they discover you can apply a data-driven marketing strategy to drive real engagement, sustainable revenue, and a flywheel effect of growth for venture returns.”

Meghan Cross, Partner, Amplifyher Ventures

“One way to stand out on the shelves is by presenting the most unique and authentic representation of your brand. Be Bold in your storytelling and 'Why" at shelf.”

Nyakio Grieco, Co-founder of Thirteen Lune and Founder of Relevant: Your Skin Seen

“When it comes to fundraising, you can go farther when you tap into your community. Leverage your network to make connections with potential VCs and seed angel investors. I’ve found that my chances of getting on the radar of prospective partners is that much higher when there’s a trusted, mutual connection involved.”

Nancy Twine, Founder & CEO, Briogeo Hair Care

“Make sure you understand why you need the capital and if there are other ways to raise money besides pursuing venture. The right venture partner can be a strategic move, but the key is having the right partner with terms that make sense for you and the other shareholders / stakeholders. Depending on what stage of growth you are at, you may want to consider raising money from Angels first. As someone who has raised $9M from Angel investors, Angel capital usually offers the autonomy most entrepreneurs need to build the business until you are ready for the resources and / or connections venture might bring. If you do feel that Venture is right for your business, remember that you are interviewing them as much as they are interviewing you and that all money is not equal. Go through the proper due diligence to really understand who they are, who you will be working with day-to-day, whether they can make future investments and what they bring to the table besides money. Make sure you talk to other brands they have invested in and do the research to find out about their reputation in the industry. Lastly, you will also want to make sure that you are talking to multiple venture groups and don't put all your eggs in one basket. This alone could save you from extreme disappointment or worse, backed in a corner to take a deal that is not in your best interest.”

Lisa Odenweller, CEO and Founder, Kroma Wellness

“The first thing to know is that big brand distribution requires a big brand playbook; make sure you have the team, budget, and marketing strategy to break through the noise to create awareness for your brand.

Secondly, the bigger the retailer, the more siloes you will encounter. I've seen one brand work with three different merchants based on assortment mix, so keep that in mind when considering your in-store presence. Furthermore, Merchandising and Marketing are different teams; make sure you're aligned with both on what holistic support for your brand looks like.”

Daria Burke, Board Director, Investor, and Possibility Strategist

“Money comes with strings attached. When you’re going after that high growth (and taking on institutional funding) do not be afraid to vet your potential partner. It’s a true interview for both sides and ensuring you’re aligned on your KPI’s and what their goals are with investing in your business isn’t a nice to have… it’s essential.”

Rebecca Minkoff, Co-Founder, Female Founder Collective

“Understand that it’s your job to build your brand. Everything from the founder story to brand ethos and imagery should be managed by you and your team. Retail offers a unique opportunity to be discovered by potential new customers. Every retailer treats their customers in a unique way, whether they call them “guests” or “clients” and you have to become almost maniacal about learning the language of your retail partners and the best ways to market to and speak to their customers. You need to communicate your message through your retail partners proven sales channels.”

Tina Wells, Founder & CEO, RLVNT Media