What do consumer VCs actually look for before writing a check?
Consumer investors underwrite brand affinity and behaviour change, not just a sales pipeline - they want gross margins healthy enough to absorb rising ad costs, a repeatable acquisition channel with proof that CAC scales sanely, and early signs of retention or community, not just a growing top line. At seed they'll forgive thin revenue for a sharp brand and engaged early users; at growth stage they want omnichannel proof and a real path to positive contribution margin. The single fastest way to lose a consumer VC's interest is pitching a growth story when they're looking for a profit story.
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Written from the investor's side of the table, which is exactly why founders should read it - it tells you what a consumer VC is actually scoring you on before you ever get to pitch day.
A financial-planning platform's blunt breakdown of the red flags that kill a DTC pitch - growth stories without profit stories, and 'we'll figure out retention later.' The kind of tough-love checklist worth running your own deck against.
