Category creation; Mentorship; Do's and don'ts for your Series A data room

Where women in tech lead, shape and fund the future.

I’m Sarah and this is the 193rd edition of Femstreet, a weekly newsletter featuring must-read content by female CEOs, operators, and investors. If you enjoy the content, please like it above and share it with friends.


Maven Clinic raises $110M and becomes the first U.S. ‘unicorn’ dedicated to women’s and family health. The new 2021 unicorns founded by women. Swiftarc Ventures announced its $10M fund to support female founders leading the next wave of beauty and wellness brands. Theranos founder Elizabeth Holmes is ready for her day in court. Coinbase Ventures led by Emilie Choi became a busy Crypto VC without any fulltime staff. A Guide on investing in assets over liabilities. Reflections on crypto. Don't just take money from anyone who'll give it to you. How would you explain machine learning to a child? The enterprise playbook on how to structure a POC. What we can all do to fight climate change.

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What founders, startup operators, and investors are talking about…

Conflict avoidance is dishonesty

It's really hard to tell the truth when the truth isn’t positive. Companies that drink too much of their own kool-aid then tend to, over time, be pressured into making promises they can’t keep, and at some point the music stops. What if you’re missing the revenue target or there is a cultural problem? Sarah Guo of Greylock on how you can inoculate your company against this form of naturally emergent dishonesty…Read more.

What you need (and don’t need) in your Series A data room

One of the most reliable tools for converting to an A? A good data room. Investors want a one-stop-shop to easily access all the information required for their due diligence. Lacey Wisdom of Eniac Ventures on the details of what to include and what platform to use so can spend less time worrying about the construction of the room…Read more.

How to build a balanced cap table

“If only men invest, then only men are asked to invest. If only men own equity in successful bajillion-dollar unicorn startups, then only men make the bajillions at exit. Then only men have the money to invest in the next bajillion-dollar unicorns.” Michelle You of Supercritical on how she get to a 50% female cap table for her Seed round…Read more.

On category creation and the “
wantrepreneur "

Like creativity more broadly, the creation of a software category is often falsely attributed to entrepreneurs and their companies. Entrepreneurs need to listen for the answers to questions about topics such as identity, social positioning, language, ownership, timing, and more. Allison Pickens on why entrepreneurs don't *create* categories. They *listen* for them…Read more.

Ten marketing lessons for every early-stage founder

We encourage you to define your three USPs early on, implement them without any compromise, and repeat them everywhere all the time.” Sophia Bendz of Cherry Ventures on the top ten points to kick your marketing machine into gear…Read more.

Don’t build a Ferrari when your customers are looking for a minivan

You can't build the product just using your creativity or intuition. A 30–45 minute customer interview can make all the difference — you can either be the one who just pitches their idea, or the one that tries to discover what customers really need. Natalia Marina of shares her tips for conducting effective customer interviews…Read more.

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👉 Marketing Manager at Substack

👉 Product Manager @Appsmith
👉 Analyst @Touchdown Ventures
👉 Head of Platform @Emeerge Education
👉 EU Marketing Manager at Capchase
👉 Community & Product Lead at Spoke
👉Senior Associate at Work-Bench

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’Til next Sunday 👋

Comments, questions, tips or raising your Seed round? Send me a note

Written by Sarah Nöckel, Seed Investor at Northzone. Born in Germany. Based in London. You can find me elsewhere on Twitter and Instagram.