AMA
p/ama
Official ask-me-anything conversations with notable guests
Elizabeth Yin
Hi there 👋 I'm Elizabeth co-founder and General Partner at Hustle Fund. AMA
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I co-founded Hustle Fund, a pre-seed fund for software entrepreneurs. Previously, I was a partner at 500 Startups, where I invested in seed-stage companies and ran the Mountain View accelerator. In a prior life, I co-founded and ran an ad tech company called LaunchBit (acq .2014). Let's talk about startups, founder mindset, and more. AMA 👇
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Sharath Kuruganty
Thanks for doing this AMA, Elizabeth! As an investor, you must have gone through a million pitch decks and talked to many founders so what mistakes do you think they can avoid?
Elizabeth Yin
@5harath Haha -- too many. At this point, I've seen 30k-40k pitch decks in my career - yes. However, the big buckets of pitfalls: -sell the dream but be honest (sometimes ppl will put logos on their slides for customers or investors when they haven't closed yet); make sure it's clear between what has been done vs what you are working towards -don't dive into too many details on your deck; you can always answer investor questions in a conversation but you don't want some minutia detail to prevent you from getting a mtg; e.g. I'm raising $2m (when you'd be open to raising $500k) -- an investor just may say it's out of scope
Jim Morrison
Love the fund structure @elizabeth_yin1. Read through the guidance & FAQs (do you know you get a mention 😅) and it feels like you're taking a much more qualitative, partnership approach. Weirdly it seems very close to AmplifyChange's approach tbh (totally different kind of fund ofc)... My question: > Once you've settled in with a new startup - say 3-6 months - what's the one trait that tells your gut whether you've backed a winner?
Elizabeth Yin
@jimbomorrison I think 2 things are impt. Founding team and more importantly market pull. In 3-6 months, you can learn a lot about the founding team. Do they execute with speed? Can they hire well / attract talent / do ppl want to work for them? Can they learn new skills? Are they focused on 1-2 things? etc. But you can't always learn about whether the idea has market pull. It may require a lot more learnings and pivots along the way which could even take years. Market pull is a combination of understanding why customers buy? If the problem is really dire / urgent to warrant this solution? And if there is a seemingly repeatable channel to get more of that customer.
Jim Morrison
@elizabeth_yin1 Fascinating, thanks Elizabeth. Really appreciate you taking the time to come back to me. Best of luck with the fund! 🚀
Brittany Joiner {Britt the Builder}
Thanks for being here! Since we're here on PH, I'm curious - do you encourage your companies to launch on PH? And if so, which ones do you find were most successful?
Elizabeth Yin
@britt_joiner A lot of our companies do launch on PH! (not all of them -- a lot of B2B companies selling to old-school industries probably wouldn't find much traction here). I think if you're going to launch on PH, it has to be a coordinated effort. You can't just post here and expect people to upvote. It's has to be an all-out campaign.
Luke
@elizabeth_yin1 What would you say drives a successful campaign here on PH?
Ryan Hoover
Elizabeth! You know I've admired you and the Hustle Fund's approach for a while. I'm curious how your strategy or process has changed since starting (and scaling!) the fund.
Elizabeth Yin
@rrhoover Thank you Ryan -- that's really kind! And likewise, I admire all you've built w/ this site and Weekend Fund! Because we now have a lot of portfolio companies (300+), we've had to spend a lot of time on scaling. Processes, technology, and scope. In the beginning, it was @ericbahn and I running around kinda doing everything haphazardly and working w/ our companies 1:1. That was fine when we had even say 50 companies but then it got really challenging. We now do a few things at scale: -we encourage founders to help each other on Circle and we'll weigh in too -we run programs / workshops to help a lot of ppl at once (mostly with growth via our Redwood School) -we do a lot more async; I record a ton of Loom videos that seem to address people's qs in a faster way -we hacked together our own technology platform to keep track of things in a more systematic way. Our principle Will Bricker built our triaging system to triage deals quickly and also our system for doing deals quickly. With just a few clicks, we can send out a SAFE, a clear to wire email, and collect onboarding docs for our auditors. There have been growing pains along the way esp when each of these initiatives were in it's infancy, but it's neat to get scale as a VC.
Ryan Hoover
@elizabeth_yin1 appreciate you sharing. I knew you had a ton of investments but 300+ is wild!
Andy Cook
Are there any cornerstone lessons you learned as a founder that you make sure to pass onto every one of your portfolio founders?
Elizabeth Yin
@andygcook Ooof -- so many tough lessons! Probably the big one is around people management -- esp when you're pivoting or experimenting with a number of things. Employees feel whiplashed around, and no one likes their work thrown out, when you're pivoting or are not sure what the right direction is. Spending a lot of time communicating this framing is really important when you're pivoting for team morale sake.
Aleksi Halsas
Hi Elizabeth! Question from aspiring Saas-talent from Finland. I am looking to start my own Saas-business in the future. The local startup and VC/Angel investor space is very familiar to me, but I am wondering how do you think about fund raising for SaaS -startups outside USA at the moment, especially early stage. Should you straight away look for VC:s/Angel investors globally, when you are getting your first funding rounds, or does the location still matter a lot in terms of funding?
Elizabeth Yin
@aleksi_halsas1 Incorporation still matters a lot for funding. Less where you are based but more where the company is based, because regulation + compliance is a pain. IMO, a US incorporated company will give you more optionality with US investors. (That may turn away local investors though, so you have to make a decision on where you want to raise.) More here: https://mobile.twitter.com/dunkh...
Aleks Dahlberg
Hi there Elizabeth! One question I always ask at the end of any pitch or discussion I have with potential investors (and more often, customers) is: What do you need to see from us/me/my product in order to have conviction to buy/invest. From your/Hustle Fund's perspective, what do you look for in a company or founder to build such conviction enough to invest or start helping them?
Elizabeth Yin
@aleksdahlberg I basically take guesses on whether the idea will have market pull in the long run. More here on how I make that guess: https://twitter.com/dunkhippo33/... We invest at pre-seed, so there's rarely a situation where we will say no and re-evaluate and invest a few months later. My guess could just be completely wrong (and often is) and I won't know for years. That said, from time to time, we may change our mind a few months later if there's been strong uptake in customers, and if we were already on the fence about whether there could be market pull the first time we evaluated it.
Cherepukhin
Seeing what's happening rn in the world many American funds turn away from Russian and other post-soviet founders. Do you personally count nationality such as Russian being a red flag?
Elizabeth Yin
@ivandothetrick We do not hold Nationality from anywhere against a founder. We cannot invest in Russian incorporated companies.
Moiz Husnain
Hi @ivandothetrick 👋 I am Moiz, founder of https://grandeur.dev. Barging in the conversation because I have been there (almost, originally based out of Pakistan). In my experience, nationality doesn't really matter (we raised from multiple US VCs). But the location of core team matters. For starters, incorporate in USA. It will open so many doors for you (particularly, if you are a global company, like targeting US users). But if you are solving a local problem (e.g. Uber of Russia), then it is actually much better to raise from local VCs. Because local VCs will help you solve a lot of regulatory problems in long run.
Cherepukhin
@elizabeth_yin1 I meant Russian founders in the US obv. Not investing in Russia-based enterprises. But I guess I got the answer. Hope to see more talents from post-soviet space in your portfolio then ✊
Cherepukhin
@moizhusnain We are the venture studio based in New York scouting at post-soviet space and trust me I've seen it all. My question here is based on experience of hundreds of founders I met in person. Post-soviet founders is highly underrepresented cohort not even recognized here as one and now it's getting even worse. I think @elizabeth_yin1 told the truth, at least the one she believes in. But I will truly believe in it when I see these talented founders among The Hustle funds deals. So far the % of founders coming from post-soviet countries getting here pre-seed funding is catastrophically low.
Vinish Garg
Hi Elizabeth, good to see you starting it here. I am following your work for many years now, just dropping in to say Hi. :)
Elizabeth Yin
@vingar thank you Vinish!
Sanja Mitar
Hey Elizabeth! Thanks for doing an AMA :D What are some personality attributes you look for in founders you're thinking of backing at the Seed stage? Is that a factor in decision-making?
Elizabeth Yin
@sanja_mitar Re: founder traits - hustle (as I define as execution with velocity), focused on just 1-2 things, experimentation mindset, customer-centric, able to learn new skills, and frugality.
Stefani Kovachevska
Great to meet you, Elizabeth! @elizabeth_yin1 I'm Stefani, a PM at Ultralytics. We're creators of YOLOv5, the state-of-art AI for object detection, used by hundreds of thousands of developers in the world! https://youtu.be/Zgi9g1ksQHc?t=44 We're preparing to launch Ultralytics HUB, a YOLOv5 no-code deployment platform, and are actually planning a Seed round soon. I'm curious to hear some memorable situations that have stayed with you during pitch sessions throughout the years. It could be good or bad, whatever you'd like to share. :) I'd love to stay connected!
Elizabeth Yin
@stefani_kovachevska this is probably the most unusual pitch I've received as an investor: https://twitter.com/dunkhippo33/...
Stefani Kovachevska
@elizabeth_yin1 Awesome, they really did their homework and connected the dots creatively :) Thanks for sharing!
Robin Prendergast
Is there such a thing as too early? And what kind of data do you look for to asses a v early opportunity?
Elizabeth Yin
@robin_161 Yes - we receive a lot of applications where people just thought of the idea yesterday or thereabouts. I think there's a lot of homework that is helpful for founders to do even if they are pre-revenue and trying to pitch. Some questions that one should be able to answer: -who is your customer persona? -what is the day in a life of that person? -what problems (concretely) does that person have? -what alternatives are being used by that person? -what is he/she doing / paying to use those alternatives? -who pays for the current solution? who uses it? and how much? -how do you find 10 people of that customer persona? -what are hypotheses around where you can find 100 ppl of that customer persona? 1000? -can you pre-sell this? etc....
Elizabeth Yin
Thank you for having me! I think I answered everyone's questions, but if not, you can find me on Twitter @dunkhippo33 and ask there. And if you are interested in pitching Hustle Fund, please apply at hustlefund.vc
Sonu Kalwar
Hey Elizabeth, happy to connect with you. And, thanks for starting this thread. I'm currently working on a cool SaaS project that can help growth marketers, startups, and business owners create and launch marketing campaigns faster and more efficiently.
Ande Lyons
Hi Elizabeth! Thank you for starting this wonderful startup life thread. I'm always telling folks: you never lose when you launch a business. Entrepreneurship is the best personal development program out there! You tap into your brilliance... level up your skills... and build strong resilience, tenacity and persistence muscles. If the business doesn't work out, you'll try again OR you'll bring these outstanding transferrable skills to your next gig.
Elizabeth Yin
@andelyons Thank you, Ande and yes! Lots of ups and downs (and mostly downs), but so much personal development and growth I wouldn't trade for anything else.
Paul Korver
Hey Elizabeth thanks for doing this. My co-founder Kateryna Bilyk applied to your fund with our startup "ItList" in February. We've raised over $200K in 2 months and have an in-house team of 6 building product since January. One minute after submitting the application we got an auto-response saying Hustle Fund doesn't consider companies where the product hasn't been built yet... but marketing copy on your home page says invest in "hilariously early startups". We found that a bit misleading and similar to the "come back to us when you have some traction" that any VC would say. Thought you guys were different? Care to comment?
Elizabeth Yin
@paulkorver This is a great question! Yes, we invest pre-revenue. But not solely in ideas. We send out automated responses, so I suspect you checked the box that you have not built anything yet. But, if you have built something, please check that box. Thanks!
Paul Korver
@elizabeth_yin1 No... we didn't select the box that said we haven't built anything yet because we ARE actively building. The three options in your Typeform question 4a "What is the status of your product?" were (A) Nothing built (B) Currently building MVP and (C) MVP built (or beyond). We checked option B and which triggered the auto-rejection. So I stand uncorrected :) It doesn't seem like Hustle Fund comes in as early as advertised. Wouldn't it be more straightforward to simply say "hit us up once you've built MVP! That's when we may want to invest"?
Eduardo Siman
Elizabeth. Your fund looks amazing and your story is really cool. Having been a founder and then a seed stage investor will make you a super start pre-seed investor. Plus you cant go wrong with "Hustle Fund" as a name. I would love to set up a call to discuss your fund. Eddie
Ste
What's one thing you're looking for in a pre-seed idea?
Elizabeth Yin
@stelian_dobrescu1 Great q and so many! If I had to pick one, as a small fund, I'd choose low competition. More thoughts here: https://twitter.com/dunkhippo33/...
Lee Constantine
Is there an ideal timeline for startups to go from pre-seed to seed that investors look for when deciding to invest?
Elizabeth Yin
@leeconstantine No hard and fast rule, but the fastest companies tend to go from product to $1m in < 1 year. More typical for good companies, $1m in < 2.5 years. So working backwards, if you raise a pre-seed at no revenue, under this timeline, you might be raising a seed in 6-12 months. But, again, there's no typical, and sometimes it takes a while to figure things out. If you have to pivot, I would say your "start time" on the idea was post-pivot and don't incl all the other time you spent on other ideas.
Webb Knudsen
Hi Elizabeth - I think it's awesome that you have experience as a startup founder yourself. How has that experience impacted how you invest? Which role is harder - founder or investor?
Elizabeth Yin
@webb_knudsen1 Oh gosh - I think both are hard (with the caveat that the investor role is as an emerging VC fund manager). For both, you have to do 2 things that are particularly challenging: 1) Marketing / customer acquisition. 2) Fundraising Both are just hard activities to do. As a founder, I thought that being an investor would be way easier, but we do way more fundraising mtgs than any of our founders. And our B2B lead generation process is very similar to what I've done before as a founder. One thing that I think is a lot easier in being a VC, though, is that you don't have to manage people or as many people. And that's also really hard. For startups who get off the ground and get to scale, people management (and recruiting) becomes a real nightmare...because well people... :)