Herrera: Creator-led custom CPG brands are too capital-intensive to run passively
Emily Herrera · Building Big Businesses with Creators with Emily Herrera · Dec 29, 2022 · at 8:56
Emily Herrera, investor at Night Ventures, outlines the operational and capital requirements of creator-led CPG brands.
0:00 / 0:16exact quote · 16.4s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Launching and scaling specifically CPG businesses is so hard and capital intensive that I think it's sometimes a really unfair misunderstanding with creators is that this is something you can just launch and necessarily passively have on the side unless you're doing more of a drop shipping thing.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Emily Herrera
Herrera: Kin Euphorics won the non-alcoholic beverage category by adding Bella Hadid
“Kin is really one and that Has been that Bella Hadid, who is a very famous model, also someone who's gotten a lot of attention from her Instagram posts and TikToks, but mostly she's like one of the most famous models ever right now. She decided to become a co-…”
Herrera: Startups partnering with creators for distribution must pay cash, not just equity
“I am very, very opinionated on that you should pay the creators that work with you. That is, to me, number one. Because I think founders themselves know, as much as they're very excited about their company respectfully, these people at the end of the day have …”
Herrera: Venture capital's best trait is outsourcing operational problems to outside experts
“I think that that is like one of the actual redeeming qualities of the big VC mindset is that there are probably four, at least it used to be, that there are like, 400 people that know how to do this better than I do, so I'll just go find those people and brin…”
Herrera: 2023 will see multi-creator co-founding teams anchored by dedicated operators
“That's something that you're definitely going to see coming up in the next year is, is creators themselves creating kind of like their co-founder relationships and then finding an operator to be a third co-founder.”