The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing
31. Logan Langberg (Imaginary Ventures) - DTC 2.0, Multiple Channels of Distribution, and Paid vs. Organic Growth
Mar 26, 2020 · 45 min
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*Please note that this episode was recorded before the coronavirus global pandemic*


Logan Langberg is a Principal at Imaginary Ventures. Imaginary is a Venture Capital Fund that invests in early–stage opportunities at the intersection of retail and technology in Europe and the US. Some of their investments include Everlane, Glossier, and Daily Harvest.


Logan was previously an investor at Alliance Consumer Growth, a leading consumer growth equity fund, where he invested in and supported Harry’s, LOLA, Honest Kitchen among other innovative consumer companies. It was a blast talking with Logan about food and bev, future of retail and much more.


You can follow Logan on Twitter @LangbergLogan. To follow along behind the scenes of the show, you can follow @mikegelb and @consumervc.


A book that impacted Logan personally is Boris Johnson’s The Churchill Factor. One book that impacted Logan professionally is Brad Feld’s Venture Deals.


In this episode you will learn - 


  1. Why did Logan come down from growth equity to venture capital? What interested him in consumer? How does he think about good growth vs. bad growth? How does he think about optimizing for growth vs. profitability? 
  2. What is his investment criteria for companies? What’s his due diligence process? How important is market expertise? How does he think about price in this current investment landscape? What is the reason that PE firms have come down stream? Do founders need to be concerned with over raising? 
  3. What are some metrics that he focuses on the most? How does he think about portfolio construction and returns for each investment? How Logan thinks about the future of retail? What is one thing that he would change when it came to venture capital? What is his most recent investment and what makes you excited about it? What is one piece of advice for consumer entrepreneurs?


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