Investing in consumer brands can be tough.
Not only do these startups need to navigate numerous channels to market and face competition from large corporate multinationals, but they’re also faced with having to build brand awareness with limited resources with what are almost always fickle consumers.
But the rewards can be enormous for those that invest in brands that become a category leader (or creates a new category altogether).
Elizabeth Edwards learned this early in her career when she invested in companies like Peloton and Farmer’s Fridge. And now as managing partner for her own venture capital firm H Venture Partners, she’s more excited than ever about investing about finding the next big consumer brand.
Elizabeth joined me to talk about how she identifies investible consumer-focused startups, why food is her favorite category, and how she thinks COVID has impacted the investment landscape.