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Forerunner Ventures Founder Kirsten Green On What She Looks for In a Pitch

The investor breaks down what makes her want to invest in a brand, today's biggest opportunities, and how the tech world is about so much more than technology.

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This story appears in the June 2019 issue of Entrepreneur. Subscribe »

First things first: What’s your definition of a tech startup? I think some people have a hard time understanding why, say, a makeup brand like Glossier (in which Forerunner is an investor) identifies as a tech company.

Elisabeth Fall

Oh, people are so confused! We get pitched so many businesses based on a beautiful product I’d love to buy, but it doesn’t fit the profile of what we want to invest in because the company’s model is selling in a big retailer. Yes, we invest in brands and product, but we mostly invest in founders that see opportunity for change. Glossier is about the customer. It’s anchored in selling product, but consumers trade in and out of product. So Glossier has used technology to create a deeper connection with its consumer to grow. Purchases are often about more than the product. And that’s why we invest. 

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