In an excerpt from the book Startup Mixology, entrepreneur Jason Roberts coined the expression “luck surface area” where the more you communicate your story and expertise, the higher the likelihood of expanding and cultivating relationships that lead to meeting the right people. For a founder, if they can expand their network and build a strong personal brand, it could be a game changer in their go-to-market strategy and effort to attract investors. TK Kuegler, managing partner and cofounder of Wasabi Ventures, said that becoming a domain expert in one’s industry or something you are passionate about is an attractive quality in a founder. Kuegler shared that after taking a meeting with a startup focused around the music business, he researched the team and discovered that the founder had a strong online personal brand as illustrated by his consistent engagement, had a loyal following and was viewed as an expert for his knowledge in a particular genre. For Wasabi Ventures, the founder’s brand presence was an asset. Encouraging founders to build a personal brand has become a larger leadership requirement for startups within an investor’s portfolio. At Wasabi Ventures Academy, personal branding is a skill set they’ve added into their curriculum. Tim Sullivan, CEO and cofounder of Oceanic Partners, said that founders who have a strong personal brand can help their company’s go-to-market strategy and generate revenue early on. Investors also have their eyes on how a founder nurtures their brand, manages their social media posts, and whether they contribute online in a meaningful way. Social media was mentioned as one of the top five focal points for an investor’s due diligence process. While founders might believe that having a large social presence and followers is great, the real value comes from being viewed as an expert within one’s audience. Your mom might have told you there’s only one chance to make a good first impression. Through online and social media engagement, there are many more first time encounters with investors, influencers and potential customers. When you hear that little voice in your head that says to not post something, listen to it.
