Tips for building an audience; Frameworks for product leadership; A playbook for running an impactful virtual offsite & More

Your weekly Newsletter on Women in Tech and Venture Capital

Happy Sunday, everyone. I hope you had a terrific weekend so far. I can’t believe that this newsletter is now 150 issues old. About 3 years ago, I sent out the first newsletter to ~50 friends. Inspired by Mattermark Daily that shut down a week before, I wanted to create a newsletter featuring founder and investor insights from a female perspective.

It’s been a fun ride. I’ve made many new friends around the world, “curated” my way into Venture Capital, and learned a ton. I also made a lot of mistakes. Femstreet is no longer just a newsletter, it’s a platform with resources for peer to peer learning, curated deal flow and access to a global network of investors, founders and startup operators.

Thank you for being part of this.

I thought I share a few learnings and tips for building an audience and community:

  • Consistency helps you earn trust: Some days/weeks you may not feel like writing, you’r busy at work, with kids or on a trip with friends and family. I’ve got a fulltime job and usually don’t start working on anything related to Femstreet until Thursday night. I’ve worked on Femstreet issues from around the world, at hen or Swedish crayfish parties... Consistency is a great way to earn trust and you have to push through it. Create a format that works for you from a creative perspective and allows you to put out consistently good content. YOU can do it! Nothing is more consistent than a daily/weekly newsletter that arrives at the same time each day. That being said it’s ok to not send out an issue if you feel like you can’t produce anything at high quality.

  • Your best readers come for the content, stay for the community: Most of you can probably barely get through the links in the free version of this issue and wouldn’t really need a premium version with more content. It’s hard to monetize content. But our best readers join our premium community because they want to connect with like-minded people and learn from others that they can’t meet elsewhere. Listen to your audience. Don’t just buy a tool to create a community, let your audience decide what to create. Meet them where they are.

  • Find your tribe: It’s important to surround yourself with people you admire. I am part of communities of newsletter gurus on Telegram such as Type House where we brainstorm, share growth hacks etc. If you don’t know where to start, reach out to folks on Twitter or try the good old cold email.

  • Depth > Reach doesn’t work for everyone: It’s OK to discuss a topic that everyone seems to be covering, but you need to have a fundamentally different take if you want to stand out. Carve out a niche for yourself and then build an audience and community for your best, not all readers. Depth>reach works for us because we put heavy emphasis on community and not much on content monetization.

  • Get institutional credibility: I’ve partnered with many organizations (banks, venture funds, consulting firms) for events and content collabs. Just make sure you truly believe in the firm’s mission that you are supporting.  

  • Focus on something bigger than yourself: Femstreet isn’t really about me. I am driven by our member’s goals and achievements. As Polina of The Profile said recently “If you find something that fulfills you and makes the world a little better, I think you have a moral obligation to give it a shot. “

  • Your brand is defined by how you make your readers feel.

Let’s get into this week’s issue.


Don’t wait to be perfect. Why venture capitalists are missing out by ignoring this community. Amy Sun leaves Sequoia Capital and starts a company. Remote IPO roadshows are here to stay, says Nasdaq’s Adena Friedman. Is work-life balance real when WFH and how do we get there? Why reading books by women of color will make you a better entrepreneur (and person). Diversity VC is launching a new ‘standard’ for VC firms. How Venture analysts and women play key roles in the VC ecosystem. Something funny: Taylor Swift as VC firms.

From The Investor

“Focus means saying no to the hundred good ideas that there are. You have to pick carefully. I’m actually as proud as the things we haven’t done as the things we have done.” — Steve Jobs

“Moving forward, we see a future where society’s approach to health is personalized, preventative, integrated, and fulfilling.”

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From The Founder and Operator


🗓️ September 22
What Startups can Learn from Product Management

🗓️ September 22
Lere Hippeau and SVB host The Future of NYC Tech

🗓️ September 24
Slush x Northzone Afterparty

🗓️ October 7-8
The Opensource Business Forum, the first European conference to discuss opportunities and tackle challenges facing the development of commercial open source software in Europe.

Looking to launch your own fund?
Join a select cohort of new fund managers learning the brass tacks of raising a first fund. Meet LPs. Virtual and free.
Fall 2020 Cohort: September 21st to November 13th. Sign up here.

And In Case You Missed It

If you’re new around here, I’d like to thank you from the bottom of my little old heart for being part of Femstreet this Sunday. I hope you learn something new every time you open this email. See you next week! 👋

Comments, questions, tips? Send me a note

Image credits: Banner (Fortune, Forbes, Glossier, All Raise, Canva, Ethel’s Club, OV, NYSE)

Written by Sarah Nöckel, Early-Stage investor at Northzone. All things workplace tech, data & analytics and enterprization of consumer. Born in Germany. Based in London. You can find me elsewhere on Twitter and Instagram.