back-to-basics investing
Venture capital is lost—mega-funds piling into the same deals, charging absurd fees, and dressing up a night at the casino as strategy, with poor returns to show for it. We're the opposite: sector experts who believe consumer is the most overlooked, durable asset class, and who obsess over fundamentals instead of hype. We back consumer brands that make something great and get rewarded for it.
FOUNDER. INVESTOR. CONSUMER.
No professional suits here. Having started three consumer brands and led a fourth as COO, I've been in the arena. With Founders, these experiences build more empathy and drive tangible recommendations. As an investor, I have a unique perspective on what's coming next and what it takes to build something meaningful.
We avoid overthinking, group-think, and hype chasing. We look for honestly-built products that originate from a genuine need state. We try them in our homes. We review the P&L by hand, not with an AI screener. You have to do the work to build conviction
We believe the world needs fewer, better products. When you are product-led, everything becomes easier. Water flows downhill on the P&L as the product sells itself. Less marketing, less discounting, more repeat business.
We believe in the power of diversification, in life and in investing. We invest 2x per month on average, accelerating our ability to learn while also giving us exposure to many trends and verticals across fast-moving consumer goods (FMCG)
Consumer businesses will trade on a multiple of EBITDA, not Revenue. Contribution Margin After Marketing is the key metric we evaluate, to ensure a brand's P&L is structurally ready for scale
SMALL BALL™
Our approach to investing mitigates risk and widens the margin for error by ensuring Founders have the most time in the game
