Consumer Brands

Our guest today is Mike Asem, General Partner of M25. M25 is an early-stage venture firm based in Chicago, investing solely in companies headquartered in the Midwest. We discuss what movie got intrigued by venture capital, what’s misunderstood about investing in the midwest and the consumer landscape in that region, and his learnings since publishing M25 diversity report. Without further ado, here’s Mike

1. What was your attraction to entrepreneurship and venture capital?
2. How did you found M25? What’s your thesis?
   1. Was in the nano space
   2. Purdue research foundation
   3. Worked with portfolio companies
   4. Angel portfolio
   5. Established yourself as a former
3. Many tech VCs have steered clear from investing in consumer brands. Why do you still think there’s an opportunity?
4. What makes a consumer brand interesting to you?
5. How do you approach looking at consumer trends and trying to understand consumer behavior?
6. We talk about brands that are venture-backed have to appeal to the masses and not just the top 1%. How do you measure that when you’re in due diligence?
   1. If it plays in Peoria
7. Lori Coulter - Summersalt
8. M25 releases a diversity report. Can you explain the origins of how this began and what it includes?
9. What’s your outlook as well for Chicago as a venture ecosystem and the midwest?
10. What’s your thesis around consumer healthcare?
11. Why did you decide to create Unicorn to the Moon?
12. What’s one thing you would change about venture capital?
13. What’s one book that’s inspired you personally and one book that’s inspired you professionally?
    1. Eboys - Benchmarks early days