Steve Berg, Partner at Stride Consumer, shares strategies for scaling disruptive consumer businesses. Topics include the importance of consumer loyalty, being a supportive partner, finding founders with compelling stories, and staying true to oneself and goals.
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Quick takeaways
Passion brands are key in a market with infinite consumer choices, as they evoke strong emotions and create loyal customers.
Stride Consumer aims to be a knowledgeable and supportive partner for emerging brands, helping them go from upstart to market leader through expertise and resources.
Deep dives
Building Passion Brands and Creating Lasting Loyalty
Building passion brands is crucial in a market with infinite consumer choices. These brands go beyond meeting a need and evoke strong emotions from customers. Examples like Jenny's Ice Cream and SkinFix demonstrate how passionate customers engage with these brands and develop loyalty. To achieve lasting success, companies need to stir passion and create loyal customers who continue to choose their product despite competition.
The Role of Stride Consumer in Supporting Emerging Brands
Stride Consumer aims to be a knowledgeable and supportive partner for emerging brands. With a team that offers industry and functional expertise, Stride guides companies through the growth journey from upstart to market leaders. Their emphasis on authentic founders, consumer focus, and proven loyalty helps them identify investments that have strong potential for success.
Choosing the Right Investment Partner
When seeking an investment partner, entrepreneurs should prioritize alignment, capabilities, partnership, and culture fit. Alignment in terms of goals and growth pace is essential. Partnering with investors who can provide expertise, resources, and a strong support system is crucial for long-term success. The partnership should be collaborative and supportive, with a shared sense of urgency. Finally, cultural alignment ensures a smooth and productive relationship with the investor.
Steve Berg is a partner at Stride Consumer, investing alongside dynamic founders of passion brands like Jeni’s Ice Cream, Urban Decay, Skinfix and Patrick Ta Beauty over his 20-year career.
Top 3 Value Bombs
1. The world is absolutely awash in different products. Consumers have nearly infinite choices, and the key to lasting success for any company is loyalty.
2. The whole strategy at Stride is to be that partner that helps with that next stage of growth. Be the most knowledgeable, resourceful, collaborative, supportive partner through the stage where you go from chasing the market leaders to catching and surpassing them.
3. Look for a founder who really has a compelling story as to why they are trying to change the world and why it's personal to them.
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