EUVC E253 | NEUVC | Mari Luukkainen of Icebreaker VC on building brand in venture with VC Mari Luukkainen, Principal at Icebreaker VC
Dec 4, 2023
Mari Luukkainen, Principal at Icebreaker VC, discusses building a personal brand in venture capital. Topics include developing your personal brand, transitioning to startup growth, consistency in content creation, and attracting founders at the pre-founder stage. Also, the importance of emotional support in startups, transferring writing skills to investment, and shifting from operator to coach in VC.
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Stubbornness & Numbers As Superpower
- Mari Luukkainen's stubborn pursuit of tech roles helped her succeed despite skepticism.
- She focuses on measurable results and only shares work backed by strong numbers.
Scaling Fresca Through Growth
- At Fresca, Mari Luukkainen removed bottlenecks across the business to grow revenue.
- She scaled the company to roughly €13M annual recruiting revenue within two years.
From Hands‑On Doer To Coach
- Mari Luukkainen struggled to stop doing hands-on work for portfolio companies.
- She learned to coach founders and make support scalable instead of doing tasks herself.