In this episode of Nothing Ventured, host Aarish Shah sits down with Sam Kaplan, a partner at Five Seasons Ventures, a pan-European venture capital fund focused on investing in iconic and sustainable consumer brands. With an extensive background that includes roles at Citi and Birch Creative Capital, Sam shares invaluable insights into the venture capital landscape. They discuss the intricacies of investing, ranging from small checks of $25,000 to larger sums of $25 million, and delve into the importance of emotional connections to brands in early-stage consumer investing. Sam emphasises that customer acquisition costs reflect brand strength, while retention hinges on product quality, and highlights the unique challenges in consumer sectors compared to tech. The conversation also explores the critical concept of being first-purchase profitable and the significance of careful portfolio construction in venture capital. Tune in for a deep dive into the dynamics of consumer investing and the pivotal role of founders in business success. Timestamps: 00:00:00 - Introduction to the Podcast and Guest 00:00:42 - Overview of Sam Kaplan's Career 00:01:32 - The Importance of Emotional Reaction in Consumer Brands 00:02:03 - Aarish Shah's Background and Podcast Purpose 00:02:51 - Sam Kaplan's Experience at Birch Creative Capital 00:03:30 - Open Door Policy and Learning from All Conversations 00:05:02 - Overcuration and Homogeneity in Venture Capital 00:06:15 - Diversity in Venture Capital and Outliers 00:08:03 - Evaluating Early-Stage Consumer Brands 00:09:03 - Customer Acquisition Cost vs. Retention 00:10:14 - The Role of Brand in All Businesses 00:12:13 - Brand vs. Product in Consumer Goods 00:14:24 - Personal Experience with Brand Loyalty 00:15:05 - The Power of Brand in Commodity Products 00:16:24 - Trust and Brand in Consumer Products 00:17:07 - The Limitations of LTV in Consumer Businesses 00:18:20 - Critical Success Metrics in Consumer Ventures 00:19:03 - Switching Costs in Consumer vs. B2B SaaS 00:20:01 - The Role of ARR in Subscription-Based Consumer Products 00:21:09 - CAC Payback and First Purchase Profitability 00:23:00 - The Challenge of Scaling Consumer Brands 00:24:06 - Identifying Early-Stage Indicators for Success 00:25:06 - The Myth of Economies of Scale in Consumer Ventures 00:26:05 - The Reality of Increasing CAC Over Time 00:27:09 - Strategies for Diversifying Growth Channels 00:28:03 - The Importance of Diversification in Consumer Brands 00:30:16 - The Risks of Diversifying Too Soon 00:31:25 - Supporting New Channels and Geographies 00:32:01 - The Importance of TAM in Consumer Ventures 00:33:06 - Investing in Premium vs. Luxury Brands 00:34:31 - The Challenges of Investing in Luxury Brands 00:36:00 - The End Goal of Venture Funds 00:37:10 - Portfolio Construction in Consumer Ventures 00:38:00 - The Difference Between Tech and Consumer Venture Outcomes 00:39:27 - The Importance of Protecting Downside Risk 00:40:46 - The Role of Entry Valuation 00:42:09 - The Scope of Investment at Five Seasons 00:43:12 - The Risk Profile of Consumer vs. Tech Ventures 00:45:03 - The Importance of Avoiding Zeros in Consumer Portfolios 00:46:07 - The Complexity of Consumer Venture Capital 00:47:51 - The Concept of Value-Add VC 00:49:17 - The Role of Founders vs. VCs in Business Success Find Sam Kaplan online at: LinkedIn: https://www.linkedin.com/in/samuelmkaplan/ Twitter:https: //x.com/FiveSeasonsVC Five Seasons Ventures: https://fiveseasons.vc This episode is sponsored by EmergeOne, fractional CFOs for venture backed tech startups from Seed to Series B. Get in touch at https://emergeone.co.uk/contact-us/ or join the CFO team at https://emergeone.co.uk/join-the-cfo-team/ Sign up for EmergeOne’s weekly newsletter, Off Balance at https://off-balance.beehiiv.com/subscribe