How the founder of Ritual found investors and raised over $40 million


  • Even although corporations led by at the very least one feminine founder carry out 63% higher than corporations with all-male leaders, feminine founders nonetheless solely obtain about three% of all VC funding.
  • Katerina Schneider, a former enterprise capital companion, was denied funding from one investor when she was pregnant and attempting to lift for her startup Ritual.
  • But she went on to usher in over $40 million in funding by avoiding chilly pitching, promoting her distinctive story, and demonstrating a path to profitability.
  • She additionally made certain her and her investors have been aligned on values in addition to what success appeared like for the firm long run.
  • Visit Business Insider’s homepage for extra tales.

Prior to creating vitamin model Ritual, which has raised over $40 million in funding since its inception, Katerina Schneider was a enterprise capital companion, managing a portfolio of over 70 tech investments together with model names like Spotify, Uber, Dropbox, and Warby Parker. She additionally served as the head of international innovation at the branding and artist administration firm Atom Factory and as the international lead of digital innovation at Universal Music Group. 

Still, her observe document and credentials did not stop her from experiencing sexism throughout the fundraising course of. 

“When I was pregnant and raising our first round of financing, I had an investor tell me that I should choose between starting a family and a business,” she informed Business Insider. 

There are nice strides but to be made for feminine entrepreneurs, contemplating corporations led by all-women founding groups obtain simply three% of enterprise capital, in line with a 2019 report by Pitchbook and the National Venture Capital Association. Black feminine entrepreneurs have obtained even much less with .0006% of VC funds since 2009 — regardless of the indisputable fact that corporations headed by at the very least one feminine founder outperform these headed by all-male leaders by 63%, in line with analysis highlighted in a 2019 “Beyond the VC Funding Gap” report from Morgan Stanley.

And the distrust of working mothers — a type of discrimination that is so pervasive, it has a reputation: “maternal wall bias” — is so widespread that 75% of folks imagine working fathers are devoted to their jobs whereas solely 59% imagine mothers are, in line with a survey of greater than 2,000 working Americans. And 77% imagine working dads are extra succesful of juggling their tasks, in line with the similar survey.

Schneider informed Business Insider she did not have the braveness to reply to the VC’s sexist remark at the time, nevertheless it “created a fire” in her stomach, including gas to her already sturdy need to construct a significant enterprise. 

“It’s also become a mission of mine to inspire and help other female founders navigate their journey to becoming a mom and running a company,” she stated.

Ritual’s founder and CEO moved on from rejection by pivoting her technique and prioritizing in search of out extra mission-aligned investors. In explicit, she made an effort to fulfill with extra feminine VCs. 

Schneider, who lately gave start to her third baby whereas operating her firm that now sells a bottle of multivitamins each 16 seconds — and a mean of 1,000 prenatal bottles each day — shared with Business Insider the actual techniques that labored for touchdown funding. 

Put your self in entrance of investors that share your values by networking and attending occasions

Part of the problem for feminine entrepreneurs in search of exterior funding is the lack of range inside the workers of enterprise capital corporations. Women make up about solely 11% of VC funding companions in the US and about 75% of US VC corporations haven’t got even one feminine companion. 

“There is an enormous need for more female investors and also a tremendous need to increase diversity overall when it comes to investing,” Schneider stated. 

That stated, she shared that it is essential to acknowledge that VCs are solely making a number of investments per 12 months, which implies that discovering somebody with an curiosity in and connection to what you are doing is essential. 

The greatest strategy to uncover these investors is to have a look at the portfolio of corporations VC corporations have already invested in, she stated. 

“Reach out to those founders, find a connection to them, and spend time with them,” she stated. “Then, try to get an intro to those investors and also ask them if they are right for your business and your future vision.”

Most importantly, attempt to keep away from chilly outreach if attainable. “Find a connection to the investor to make an intro for you,” Schneider stated, “preferably a founder from another company they’ve backed.”

After all, it was by Philip Krim, the CEO of Casper, that she was capable of be launched to Kirsten Green, the founding companion of Forerunner Ventures, somebody Schneider had revered and admired from afar and who ended up main Ritual’s seed funding spherical. 

Although Forerunner wasn’t an investor in Casper, by the connection Schneider did not have to succeed in out on her personal.

Another long-time connection, Brian Singerman from Founders Fund, would find yourself serving to to guide the firm’s collection A. 

And Schneider met Lisa Wu from Norwest, who ended up main the firm’s collection B fundraiser, after pitching on stage at TechCrunch Disrupt, an trade occasion the place many early-stage founders join with investors. Wu was so impressed with Schneider’s pitch that the VC companion made the first transfer to introduce herself to the founder.

Highlight founder-market match and sustainable progress

While many entrepreneurs attempt to pitch their startups primarily based on the untapped alternative of the “total addressable market” of a given trade, Schneider stated that method alone just isn’t sufficient to persuade VCs to take a position.

“You won’t believe how many business pitches I’ve heard that just talk about the market size and filling a void,” she stated. “What is compelling about the story and the founder is many times they are trying to solve a problem for themselves and they won’t quit to get there.”

She added that it is essential to share why you are uniquely positioned to resolve the drawback you are tackling when pitching.

In Schneider’s case, her story centered on her personal mission to discover a prenatal vitamin that was each “clean and science backed” when she was making ready to grow to be a first-time mom. When she could not discover one which happy her standards, the concept for Ritual — and her firm’s pitch — was born. That private connection and dedication appealed to the investors that finally determined to again her firm.

Lisa Wu

Lisa Wu.

Lisa Wu


“When I heard [Schneider] explain why she was passionate about creating a vitamin that consumers could trust, I was convinced,” Wu, one of Ritual’s earliest investors, informed Business Insider. “One of the most important assets to have in a startup is founder-market fit. [Schneider] was a sharp, mission-driven founder with a history of success who knew exactly what was missing in the $80 billion [vitamin] market, and she understood the audience Ritual could attract with a transparency-driven approach.”

Wu acknowledged that the vitamin trade is a “black box” — that the majority people do not learn about the nutritional vitamins they’re taking, what components they comprise, and if they’re going to actually work.

Through Schneider’s pitch, the Norwest Partner noticed in Ritual the potential to put money into an organization that will disrupt this trade with its distinctive advertising method that targeted on high-quality components and a direct-to-consumer subscription mannequin. Shortly after assembly in particular person, Wu invested in the firm’s seed spherical. 

Schneider stated profitable pitches additionally want to indicate a path to profitability and sturdy branding, and, in later funding levels, it’s important to indicate environment friendly progress — that’s, progress at a sustainable price. 

“The days of growth at all cost are long gone,” she stated. “Everyone is striving to have a healthy business where you can control your growth and your burn.”

Make certain you and investors are aligned on what ‘success’ means

When assembly with VCs, make sure you ask them what success seems to be like of their eyes, Schneider advisable. 

What the “right” solutions are will rely by yourself definition of success. If your aim is to promote your organization in a number of years and earn money rapidly, then make sure you search for a companion who desires the similar factor. 

Schneider has ended up partnering with investors who problem the firm’s pondering whereas trusting her and her crew to keep up their imaginative and prescient. 

“For me and for Ritual, the vision was to make this company a household name, no matter how long it takes us, and create products rooted in science and transparency,” Schneider stated. “I was looking for investors who wanted and believed that this could be a $1 billion and up company.” 



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