How the founder of Ritual found investors and raised over $40 million


  • Even although corporations led by at the very least one feminine founder carry out 63% higher than corporations with all-male leaders, feminine founders nonetheless solely obtain about three% of all VC funding.
  • Katerina Schneider, a former enterprise capital associate, was denied funding from one investor when she was pregnant and attempting to lift for her startup Ritual.
  • But she went on to usher in over $40 million in funding by avoiding chilly pitching, promoting her distinctive story, and demonstrating a path to profitability.
  • She additionally made certain her and her investors had been aligned on values in addition to what success regarded like for the firm long run.
  • Visit Business Insider’s homepage for extra tales.

Prior to creating vitamin model Ritual, which has raised over $40 million in funding since its inception, Katerina Schneider was a enterprise capital associate, managing a portfolio of over 70 tech investments together with model names like Spotify, Uber, Dropbox, and Warby Parker. She additionally served as the head of world innovation at the branding and artist administration firm Atom Factory and as the world lead of digital innovation at Universal Music Group. 

Still, her observe file and credentials did not stop her from experiencing sexism throughout the fundraising course of. 

“When I was pregnant and raising our first round of financing, I had an investor tell me that I should choose between starting a family and a business,” she advised Business Insider. 

There are nice strides but to be made for feminine entrepreneurs, contemplating corporations led by all-women founding groups obtain simply three% of enterprise capital, in keeping with a 2019 report by Pitchbook and the National Venture Capital Association. Black feminine entrepreneurs have acquired even much less with .0006% of VC funds since 2009 — regardless of the undeniable fact that corporations headed by at the very least one feminine founder outperform these headed by all-male leaders by 63%, in keeping with analysis highlighted in a 2019 “Beyond the VC Funding Gap” report from Morgan Stanley.

And the distrust of working mothers — a kind of discrimination that is so pervasive, it has a reputation: “maternal wall bias” — is so widespread that 75% of individuals consider working fathers are devoted to their jobs whereas solely 59% consider mothers are, in keeping with a survey of greater than 2,000 working Americans. And 77% consider working dads are extra succesful of juggling their tasks, in keeping with the similar survey.

Schneider advised Business Insider she did not have the braveness to answer the VC’s sexist remark at the time, however it “created a fire” in her stomach, including gasoline to her already sturdy need to construct a significant enterprise. 

“It’s also become a mission of mine to inspire and help other female founders navigate their journey to becoming a mom and running a company,” she stated.

Ritual’s founder and CEO moved on from rejection by pivoting her technique and prioritizing looking for out extra mission-aligned investors. In specific, she made an effort to satisfy with extra feminine VCs. 

Schneider, who lately gave delivery to her third little one whereas operating her firm that now sells a bottle of multivitamins each 16 seconds — and a mean of 1,000 prenatal bottles every day — shared with Business Insider the actual techniques that labored for touchdown funding. 

Put your self in entrance of investors that share your values by networking and attending occasions

Part of the problem for feminine entrepreneurs looking for outdoors funding is the lack of range inside the employees of enterprise capital corporations. Women make up about solely 11% of VC funding companions in the US and about 75% of US VC corporations do not have even one feminine associate. 

“There is an enormous need for more female investors and also a tremendous need to increase diversity overall when it comes to investing,” Schneider stated. 

That stated, she shared that it is necessary to acknowledge that VCs are solely making just a few investments per 12 months, which implies that discovering somebody with an curiosity in and connection to what you are doing is necessary. 

The finest solution to uncover these investors is to have a look at the portfolio of corporations VC corporations have already invested in, she stated. 

“Reach out to those founders, find a connection to them, and spend time with them,” she stated. “Then, try to get an intro to those investors and also ask them if they are right for your business and your future vision.”

Most importantly, attempt to keep away from chilly outreach if doable. “Find a connection to the investor to make an intro for you,” Schneider stated, “preferably a founder from another company they’ve backed.”

After all, it was by Philip Krim, the CEO of Casper, that she was in a position to be launched to Kirsten Green, the founding associate of Forerunner Ventures, somebody Schneider had revered and admired from afar and who ended up main Ritual’s seed funding spherical. 

Although Forerunner wasn’t an investor in Casper, by the connection Schneider did not have to achieve out on her personal.

Another long-time connection, Brian Singerman from Founders Fund, would find yourself serving to to guide the firm’s collection A. 

And Schneider met Lisa Wu from Norwest, who ended up main the firm’s collection B fundraiser, after pitching on stage at TechCrunch Disrupt, an trade occasion the place many early-stage founders join with investors. Wu was so impressed with Schneider’s pitch that the VC associate made the first transfer to introduce herself to the founder.

Highlight founder-market match and sustainable development

While many entrepreneurs attempt to pitch their startups primarily based on the untapped alternative of the “total addressable market” of a given trade, Schneider stated that method alone shouldn’t be sufficient to persuade VCs to speculate.

“You won’t believe how many business pitches I’ve heard that just talk about the market size and filling a void,” she stated. “What is compelling about the story and the founder is many times they are trying to solve a problem for themselves and they won’t quit to get there.”

She added that it is necessary to share why you are uniquely positioned to unravel the drawback you are tackling when pitching.

In Schneider’s case, her story centered on her personal mission to discover a prenatal vitamin that was each “clean and science backed” when she was getting ready to turn into a first-time mom. When she could not discover one which happy her standards, the thought for Ritual — and her firm’s pitch — was born. That private connection and dedication appealed to the investors that in the end determined to again her firm.

Lisa Wu

Lisa Wu.

Lisa Wu


“When I heard [Schneider] explain why she was passionate about creating a vitamin that consumers could trust, I was convinced,” Wu, one of Ritual’s earliest investors, advised Business Insider. “One of the most important assets to have in a startup is founder-market fit. [Schneider] was a sharp, mission-driven founder with a history of success who knew exactly what was missing in the $80 billion [vitamin] market, and she understood the audience Ritual could attract with a transparency-driven approach.”

Wu acknowledged that the vitamin trade is a “black box” — that the majority people do not find out about the nutritional vitamins they’re taking, what components they include, and if they will actually work.

Through Schneider’s pitch, the Norwest Partner noticed in Ritual the potential to put money into an organization that might disrupt this trade with its distinctive advertising and marketing method that centered on high-quality components and a direct-to-consumer subscription mannequin. Shortly after assembly in particular person, Wu invested in the firm’s seed spherical. 

Schneider stated profitable pitches additionally want to point out a path to profitability and sturdy branding, and, in later funding phases, it’s vital to point out environment friendly development — that’s, development at a sustainable value. 

“The days of growth at all cost are long gone,” she stated. “Everyone is striving to have a healthy business where you can control your growth and your burn.”

Make certain you and investors are aligned on what ‘success’ means

When assembly with VCs, make sure you ask them what success appears like of their eyes, Schneider really helpful. 

What the “right” solutions are will rely by yourself definition of success. If your objective is to promote your organization in just a few years and earn cash rapidly, then make sure you search for a associate who needs the similar factor. 

Schneider has ended up partnering with investors who problem the firm’s pondering whereas trusting her and her workforce to take care of their imaginative and prescient. 

“For me and for Ritual, the vision was to make this company a household name, no matter how long it takes us, and create products rooted in science and transparency,” Schneider stated. “I was looking for investors who wanted and believed that this could be a $1 billion and up company.” 



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