The Consumer VC: Venture Capital I B2C Startups I Commerce | Early-Stage Investing
41. Anna Whiteman (Coefficient Capital) - Bold Marketing Using Non-Standardizing Channels, When a DNVB Should Think About Omnichannel, and Milestones for CPG Companies at Series A
May 14, 2020 · 53 min
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Anna Whiteman, Vice President at Coefficient Capital. Coefficient Capital is a new venture capital fund that leads early growth investments in fast-moving consumer goods, typically investing in Series A and B rounds. So far they've invested in Just Spices, NomNom, Hydrant and Personal Care. Anna also founded Rad Ladies, a private network of female founders. Previously Anna worked at VMG on investments including Health Warrior and Vermont Smoke and Cure, and also at Tribeca Venture Partners and Credit Suisse.


One book that inspired Anna professionally is Stress Test by Ian Robertson. One book that inspired Anna personally is A Theory of Justice by John Rawls.


You can follow Anna on Twitter @AnnaWhiteman2. You can also follow your host, Mike, on Twitter @mikegelb. You can also follow for episode announcements @consumervc.


In this episode you will learn -


  1. What attracted her to finance, consumer and startups? Anna walks through her diligence process at the Series A and Series B. What are some of the milestones that startups need to achieve? At what stage do DNVBs usually expand to offline retail? How does she think about subscription vs. non-subscription DNVB businesses? Is there a difference to how she approaches due diligence? How is she thinking about optimizing for profitability vs. growth in today’s landscape?
  2. What she think about the future of online advertising? What is Rad Ladies? What are some changes in consumer behavior that she’s focusing on? I’ve heard some folks say on this show it’s a contrarian time to be investing in consumer. Why do some folks think that and does she believe it? What is one thing that she would change when it came to venture capital?
  3. What is a company that is on her anti-portfolio? What (if any) lessons did she learn from that? What is one book that inspired you personally and one book that inspired you professionally? What is your most recent investment and what makes you excited about it? What’s one piece of advice for B2C founders?


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