Aug 12, 2021 • 43M

Why Expectations in CPG Are Higher Than Ever with Katie Shea

The Consumer VC episode 156 with Katie Shea, Founding Partner of Divergent Capital

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Mike Gelb
The Consumer VC takes a look into early-stage consumer investing and venture capital. If you are interested in learning about consumer trends, have a b2c business and interested in learning about the fundraising process at the early stage, you have come to the right place. Mike interviews some of the top venture capitalists in the world that focus on B2C and consumer type companies or have a deep track record investing in these categories such as marketplaces, SaaS, social, CPG and non-tech subscription. Mike also interviews founders that are building some of the most disruptive consumer facing companies in the world. The conversation usually includes the insight the founder discovered, fundraising strategy, and the pitch. This podcast also includes bonus episodes. Each bonus episode dives into a particular subject that might not have to due with the fundraise or venture capital, but still would be helpful to founders. For example, a bonus episode on brand strategy or how to construct a board of directors. All bonus episodes will be clearly labeled. For all episodes, please visit For updates, you can follow @mikegelb on Twitter.
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Hey There,

Thank you Samara Hernandez for the intro to our guest today on The Consumer VC. It was great chatting with Katie Shea, Founding Partner of Divergent Capital. Divergent Capital is a fund Katie founded Lucy Wang during COVID. Katie is also a prolific angel investor, having invested in Bombas Socks, Haus, Cleancult, Topicals, Parade and many many more.

In this episode, we focus our attention on how the world of digitally native brands has changed from an investment perspective. Some of the additional points we touch upon:

  • Real product competitive advantages

  • Milestones brands have to achieve in order for her to be interested

  • Why she decided to start a fund during COVID

  • How brands are growing today vs. 5 years ago

  • Why she loves founders who are close to the customer

Thank you for listening!

- Mike