What CPG Investors Want to Learn From Brand Pitches: Insights from Brian Folmer

Understanding Investor Insights in CPG Brand Pitches

In today’s consumer market, understanding what drives investor interest is vital for CPG (Consumer Packaged Goods) brands looking to secure funding. One innovative approach is taken by Brian Folmer, the founder of FirstLook, which aims to facilitate connections between brands and potential investors through monthly subscription boxes. Each box showcases brands like Homecourt and Curie, providing investors firsthand experience with product offerings.

How FirstLook is Changing Investment Engagement

FirstLook, launched in 2019, features five products from various CPG brands in each monthly box, mailed to more than 75 investors. This method has resulted in an impressive $14 million in investment spread over 69 deals, illustrating that tangible experience can significantly influence investment decisions. Brands previously paid $249 for inclusion, but FirstLook has made it free to encourage participation in this collaborative platform.

The Art of a Compelling Pitch

According to Folmer, successful pitches must convey a compelling growth narrative that catches the investor's imagination. "Founders need to illustrate their growth trajectories creatively," he comments, highlighting the importance of showcasing unique strategies that have led to customer acquisition at a minimal cost. This becomes even more significant in a changing economic landscape where traditional investor interest in CPG may wane.

The Role of Storytelling in Brand Success

Folmer emphasizes that it’s often less about the product and more about the story behind the brand. He shares an instance where an investor connected with the founder of Soshe, providing an opportunity to join a prestigious panel in Paris. This reinforces the notion that networking and relationships built through experiences like those offered by FirstLook can lead to unforeseen opportunities and successes for CPG brands.

Staying Resilient in Uncertain Times

With economic fluctuations impacting consumer habits, Folmer encourages founders to think critically about their market positioning. He suggests reflecting on what sets their brands apart during a time when sustainability commitments are increasingly scrutinized. As consumers become more selective, brands must remain agile and adaptable, ready to pivot when necessary.

Empowering New Ventures in Middle America

What makes Cleveland a significant springboard for startups? Folmer believes that affordability and community support are key factors. As a proud resident, he champions Middle America as a nurturing ground for innovative ideas, likely leading to fruitful collaborations in the CPG space. Investors are beginning to recognize that being rooted in supportive environments can greatly influence brand success trajectories.

Practical Insights for Future Startups

As brands look to attract investments, they should prioritize clarity in their growth messages. Whether it’s through leveraging social media platforms or embracing unique marketing strategies, demonstrating a clear path toward profitability will help capture investor attention. Brands should ask themselves: How can they present their stories in a way that is both engaging and informative?

Conclusion: A Call to Action

If you're an aspiring founder or investor interested in navigating the CPG landscape, consider exploring the offerings of FirstLook. Their approach not only connects investors with innovative products but fosters a supportive ecosystem where brands can thrive. Join FirstLook to experience how investment strategies are evolving in the world of CPG.