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KiwiCo: Sandra Oh Lin
How I Built This with Guy Raz
Building an Early Customer Base and Raising Series A Capital
The company initially built an email base by engaging with potential customers at events like the Maker Fair and arts and wine festivals, and then complemented it with online advertising. Despite slow initial growth, the Q4 numbers showed decent traction, leading to potential investors reaching out. The company decided to do a preemptive series A raise, backed by advice from an executive with experience from Stanford Business School. They ultimately raised $5 million, despite the business growing slowly at that point.
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