Rising Above the Noise in Consumer VC with Kirsten Green of Forerunner | E1961

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Jun 7, 2024

Kirsten Green, the founder of Forerunner Ventures and a key player in consumer VC, shares her insights on navigating the challenges of the investment landscape. She discusses how AI is set to revolutionize consumer applications and the significance of unique product experiences. Kirsten also emphasizes the importance of identifying cultural shifts that can drive investment opportunities. With only a fraction of VC dollars going to consumer sectors, she provides valuable advice on standing out in this competitive field.

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ANECDOTE

Changing Attitudes Towards Therapy

Openness about therapy has increased, with younger generations comfortably discussing it in professional settings.
This cultural shift presents investment opportunities in mental health and wellness.

ANECDOTE

Shift to Small Screen Consumption

Mark Suster's children prefer watching content on smaller screens via platforms like Snapchat, even when a big-screen option is available.
He emphasizes that this trend signifies a shift in content consumption habits, moving away from traditional media.

ANECDOTE

Thrifting as a Trend

Mark Suster observes a trend of younger generations preferring used goods over new ones, prioritizing individuality and sustainability.
This shift challenges traditional consumerism and presents new opportunities in the resale market.

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Todays show:

Kirsten Green joins guest host Mark Suster to discuss Forerunner’s framework on making investments (8:33), how AI will change how consumer companies and applications are built (16:28), cultural shifts that are investable (33:38), and more!

Timestamps:

(0:00) Kirsten Green joins guest host Mark Suster.

(2:49) Kirsten’s advice to stand out in consumer venture with only seven percent of VC dollars being allocated to consumer.

(8:33) Forerunner’s framework on making investments.

(11:16) Vanta - Get $1000 off your SOC 2 at http://www.vanta.com/twist

(12:09) The value of searching for where businesses are missing the mark, and the “wow” factor of the Oura Ring.

(16:28) How AI will change how consumer companies and applications are built

(19:46) Oracle - Take a free test drive of OCI at https://w ww.oracle.com/twist.

(20:50) The current state of the consumer search experience and the power of personalization that AI can bring.

(24:16) The disruptive lesson from mobile and the next level of being context aware.

(28:24) Mercury - Join 200K startups who use Mercury to operate at their best at http://www.mercury.com

(31:57) Forerunner Ventures lives within the intersection of invention and culture.

(33:38) Cultural shifts that are investable.

(36:36) The consumer shift from large to small screen.

(40:42) The importance of the mix between direct and indirect revenue.

(42:32) Discussing the relevance of “freemium”.

(55:48) What the exit environment is like going forward.

(1:02:55) What will it take to bring back the small and mid-cap market?

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Check out Forerunner Ventures: https://www.forerunnerventures.com/

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X: https://x.com/kirstenagreen

LinkedIn: https://www.linkedin.com/in/kirstengreen/

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X: https://twitter.com/msuster

LinkedIn: https://www.linkedin.com/in/marksuster/

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(28:24) Mercury - Join 200K startups who use Mercury to operate at their best at http://www.mercury.com

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