{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"Founder + Funder: Anabel González, Founder of Good Bacteria and Hayden Williams, Partner of BrandProject","html":"","width":"100%","height":180,"duration":2618,"description":"\nIn this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Anabel González, founder of Good Bacteria, and Hayden Williams, Partner at BrandProject, for the podcast's first-ever founder and funder episode—a behind-the-curtain look at what the investment process actually looks like from both sides of the table.\n\nGood Bacteria is the first rotating probiotic system delivering a new blend of prebiotics, probiotics, and a postbiotic each week. Dr. formulated with clinically studied ingredients, it's designed to expose your body to different microbes over time to build up gut resilience—a smarter, science-backed approach to gut health that actually fits into your daily routine. BrandProject is an early-stage consumer fund partnering with founders building standout consumer-first brands, investing pre-seed and seed with check sizes of $500K–$3M and a hands-on, operator-minded approach.\n\nAnabel shares how a postpartum healing journey led her to a Johns Hopkins doctor via cold LinkedIn outreach, over 200 investor cold emails, and ultimately a pre-launch investment from BrandProject—a fund she had specifically targeted because of their portfolio. Hayden walks through what drew him to Good Bacteria before there was even a product in hand, how he validated the science, and why Anabel's personalized cold outreach stood out in a sea of generic pitches.\n\nTogether, they cover:\nHow a postpartum healing journey became the founding story of Good BacteriaWhy Good Bacteria was originally a beverage—and how it pivoted to a rotating probiotic systemWhat 200+ investor cold outreaches actually looks like, and how the BrandProject introduction happenedWhat BrandProject looks for in pre-launch founders when there's nothing but a deck and a storyWhy Anabel invested in brand and story before product—and why that was the right callThe diligence process: validating the science, the market, and the founder's operating instinctsThe \"sense of inevitability\" principle—and why...","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}