Paige Finn DohertyFounding Partner, Behind Genius · Founding Partner at Behind Genius Ventures

thinking about portfolio companies in the next 5-10 years

10 Mar 2024 · 1 min

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In this brief dialogue, the speakers explore what kinds of portfolio companies might thrive over the next five to ten years. They highlight a shift away from the effectiveness of paid advertising toward the need for unique distribution advantages, such as leveraging new social networks or cultivating deep, niche brand equity. The conversation points to consumer technology and B2B2C models as fertile ground for growth. Additionally, they reference Megan Loist’s newsletter, which outlines an 80/20 creator‑driven brand equity model—suggesting that a small fraction of creators generate the majority of brand value—implying that future investments should prioritize companies that can harness such creator dynamics.

Chapters

Yeah. So when you're thinking about portfolio companies for the next 5 to 10 years, what's your crystal ball saying?
I think that some of the things I'm really excited about, especially in today's market, I think there's some really interesting opportunities happening in consumer technology right now, or B2B2C. I think one of the things I think a lot about is like we're past the day of paid ads working really well. And so I think there has to be like some unique distribution advantage to companies that will grow really quickly over the next 5 to 10 years, whether that's like a new social network that launches and they capitalize off of that, or they're building like deep brand equity with a very specific set. I think Megan Loist did a really interesting newsletter piece on the 80/20 model, which is basically that like 80% of brand equity is like built through 20% of the creators that you work with.