{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"Investor Spotlight: Hayden Williams, BrandProject","html":"","width":"100%","height":180,"duration":2343,"description":"In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from \"Ginger Health\" and \"Aunt Acid\" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what \"right time to build\" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.Listen in as they discuss:How BrandProject invests pre-launch with 1-3M checks before product names existThe Wonderbelly story: from idea stage to P&G acquisition in 4+ yearsThree pillars of...","thumbnail_url":"https://img.transistorcdn.com/pMuUaMpWaAi3tfCEgC2OkLBVzokuLjLsIzwDIbGFqi4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}