What does it take for an emerging CPG brand to go from promising to investable?
Brian Folmer, founder of FirstLook and FirstLook Ventures, offers a behind-the-scenes look at how he evaluates the next generation of consumer brands. FirstLook is a “Shark Tank in a box” platform that vets hundreds of brands before putting a select group of products in the hands of nearly 100 investors, while FirstLook Ventures takes that deal flow a step further by funding emerging companies alongside its investor community.
Brian reveals what catches his attention -- from traction and valuation to market potential, founder quality and the elusive “X factor”—and shares why some brands make the cut while others don’t.
He also explains why overpricing a company can stall a fundraise, how potent consumer pain points can create breakout opportunities, and why today’s shift toward cleaner, less-processed products is creating new opportunities for CPG founders.
Show notes:
0:20: Brian Folmer, Founder, FirstLook & FirstLook Ventures – Brian chats about his background and foray into CPG investment before explaining First Look’s model and the criteria the company uses to vet hundreds of brands and select a group of products to present monthly to its investor members. The First Look Ventures founder also breaks down the factors that influence investment decisions, including valuation, sales traction, retail interest, market size, pricing, category potential and founder quality. Using Laurel’s Coffee, Miils, Boost Cous, SUUS, Awesome Aminos, Zoli Gummy Pops and Magna as examples, he discusses what makes brands stand out and the importance of solving a clear consumer need. He also addresses regulatory and legal risk, the shift toward cleaner and less-processed products, the growing use of AI to build more efficient companies and the “X factor” he looks for in founders. Folmer explains why an inflated valuation can slow a fundraise, why a large market matters and what founders can do to get investors’ attention, including keeping outreach concise and making pitch decks mobile-friendly.
Brands in this episode: Laurel’s Coffee, Miils, Boost Cous, SUUS, Awesome Aminos, Gruns, Zoli Gummy Pops, Poppi, Vita Coco, Siete, Vaquero Bandito, Primal Queen, Magna, Ugly Drinks
