All posts by CircleUp

CircleUp is a technology company that provides capital to innovative early-stage consumer brands and opportunities for leading investors to participate in their growth.

You’re Funded, Now What?

For the past few months, closing your deal with investors was your end point. At times, it looked like a big, locked door, and at others, it was a light at the end of a tunnel. But now, you’re there. And you’re not alone. Your new investors are here too. Dusting down their jackets. They’re ...

The 4 Crucial Metrics Investors Need to Know About Your CPG Company

 By: Melissa Goodhart “So, how does your growth compare to the industry median?” your potential investor asks. He waits on your video screen. Blinks. You hadn’t prepared for that question. You consider slowly closing your laptop and pretending that the power cut out. Luckily, there’s something you can do to avoid that stomach-dropping moment. Investors will ...

Why Chubbies Chose Video

After raising $9 million in a Series A round in February 2016, Chubbies — the short-shorts brand — invested heavily in brand strategy. “We’re really investing in a content engine,” is the way co-founder Kyle Hency describes it in an interview. It all starts on the Chubbies website. The shorts are front and center, but so is ...

Behind the Raise: Meet Miyoko Schinner, Founder of Miyoko’s Kitchen

Company Name: Miyoko’s Kitchen Investors: JMK Consumer Growth Partners, Obvious Ventures, Stray Dog Capital, CircleUp Growth Fund Recent Raise: $6 million series B Miyoko’s Kitchen is the brainchild of vegan, chef, and animal rights activist Miyoko Schinner. With freshly minted capital raised on CircleUp, Schinner is aiming to edge her brand’s gourmet, plant-based cheese — as well ...

How the Founders of Happy Tree Are Using Data to Grow Their Brand

You can’t start a maple water business without first tapping a tree and seeing what comes out. Ari Tolwin was working as a consultant at McKinsey when he discovered his new passion. One weekend, he decided to visit his brother, Chaim, in the Catskill Mountains. Chaim was making maple syrup and asked Ari to help. ...

Brand Evolution: How to Be the One That Lasts

As times change, iconic brands seem to stand still. Coca-Cola’s signature red background and white cursive has withstood world wars, economic depressions, and innumerable trends in the beverage industry. But look closely and great brands are the ones in near-constant flux. To be iconic you first need to be innovative. Coca-Cola’s trademark red and white ...

Classic Supply Chain Issues Every Food and Beverage CPG Company Runs Into

An Icelandic man wants to recreate the hearty yoghurt of his childhood. A woman from California decides she shouldn’t have to carry around homemade dairy-free cream whenever she wants to go out for coffee. A Wall Street broker has a heart condition that gives him a lot of time to think about hospital food. CPG ...

How the founders of Wild Friends won big with lead investment from Annie’s CEO

As sophomore athletes, Keeley Tillotson and Erika Welsh consumed peanut butter like it was water. In a beautifully simple product-first story, they started making their own peanut butter to save money, started sharing it with their friends, and… dropped out of college because it was so good. As they approached the fundraising stage for their ...

A Great Founding Team Is In a Constant State of Evolution

As you enter a fundraising round, you want to present a united front to investors. You want a strong, stable team so you can focus all your energy on communicating your business, perfecting pitch decks, and keeping in touch with people who look interested. Surely this isn’t the best time to disrupt your founding team. ...

Tio Gazpacho successfully raised on CircleUp. Here’s how.

Austin Allan founded his chilled soup brand Tio Gazpacho in 2013 after leaving corporate America. He was set on pursuing something creative and interesting. That quest led him to the food industry, where he saw a lot of problems that needed to be addressed. “On the surface, we make a line of drinkable gazpachos. However what we ...